Digital Marketing Strategies for Attracting Clients from a SME in the Real Estate Sector.

Castro–Ampuero M.L.; Bravo-Huivin E.K. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.440

Resumen

The objective of the research was to determine digital marketing strategies to improve customer acquisition in a SME company in the real estate sector. It pursues a quantitative methodology and a non-experimental design of an explanatory level with a cross-sectional section. It also consists of a survey and a documentary analysis. Also, a questionnaire validated by experts was applied to 60 clients, yielding a reliability of 0.89 in Cronbach's alpha. In the situational analysis, results of 2.76 were obtained in the EFE matrix and 2.70 in the EFI matrix. In parallel, in the applied survey it was obtained that 66.7% are male and 33.3% female, more than 66% are married, and 50% are between 36 and 51 years old, in addition, 71% considered an active presence on social networks very important, 75% comment that virtual tours and augmented reality would improve their purchasing decision, more than 70% believe that personalized attention is of great importance in these times. Based on these results, it is concluded with 7 digital marketing strategies to increase customer acquisition. Finally, the initial investment for the implementation of strategies amounts to S/. 84,094.

Instituciones: Universidad Privada del Norte