Digital Marketing in Luxury Real Estate

Abstract

Digital marketing is a powerful influencer that has grown considerably across sectors especially in the real estate business. This research sought to analyze from a buyer's perspective how 3D virtual tours and agent-presented video tours affect the marketing of luxury properties. Its implementation adopt-ed a quantitative approach using online survey methods sent to persons familiar with and with knowledge of the digital tools employed in marketing real estate.

Results indicated that 3D virtual tours are viewed as being more useful for decision-making in under-standing the layout of properties and agent-presented video tours were more interesting and engag-ing. Most respondents indicated they were highly inclined to use both tools on an ad hoc basis with a mild preference for 3D virtual tours, given their immersive experience attributes. Additionally, both digital tools significantly reduced the need for several in-person visits to facilitate remote buying.

From the results, the study recommends that future research examines the impact of other new technologies such as augmented reality on real estate marketing and to study even broader popula-tion for further validation of the obtained results.