The impact of social media on the real estate sector: personal branding, client acquisition, and credibility
DOI:
https://doi.org/10.34630/tth.v6i1.7303Keywords:
social media, real estate, personal branding, digital marketing, client acquisition, trustAbstract
Social media has profoundly transformed how real estate professionals communicate and develop their businesses. This qualitative case study aims to understand how real estate agents and consultants use social media in their professional activity and what impact they perceive on their business, with particular focus on personal branding. Semi-structured interviews were conducted with professionals, analysing the impact of personal branding across two domains: client acquisition and credibility generation. Results indicate that professionals who adopt a consistent digital strategy tend to gain relevant competitive advantages.
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