The challenges with digital marketing in the practice of estate agents / Wahsuffi Sajuri and Hairul Nizam Mansor

The estate agent is well-known profession when it comes to selling and buying property because the services provided by the estate agency are trusted Moreover, digital marketing increases the usage of estate agents’ services because it is more convenient and can save more time and money. However, when the relationship between estate agents and digital marketing is synthesized, the challenges between them continue to increase. The objectives of this study are to identify the challenges faced by digital marketing in the practice of estate agents and to determine the rank of the most critical challenges with digital marketing in the practice of estate agents. To achieve these objectives, data were collected through questionnaire while the respondents were gathered using simple random sampling method in which the researcher distributed the questionnaire randomly to the estate agents in Malaysia. The data collection employed quantitative survey method, and the analysis utilized descriptive frequency analysis and mean score analysis. The results of the research shows that the challenges have been gathered through literature reviews and the challenges have been ranked. Thus, the highest rank for the most critical challenges with digital marketing in the practice of estate agents is high competition, followed by lack of technological knowledge. Moreover, the third highest ranking is expensive technology, which receives negative feedback, privacy, and security, while the lowest ranking is annoying. Overall, this study has come out of the challenges of digital marketing in the practice of estate agents and emphasizes the need for future research.