The influence of digitalization in the transformation of the real estate agencies case study: Klang Valley

This research explores the use of digital platforms in the real estate industry, focusing on how registered real estate agents in the Klang Valley use digital tools for marketing and sales strategies. The main objective is to identify the commonly used online platforms and how agents apply them in their daily work to promote properties and attract clients. A qualitative approach was used, with data collected through semi-structured interviews involving four experienced real estate agents. The findings show that platforms such as Facebook, Instagram, Mudah.my, and PropertyGuru are frequently used because of their wide reach and convenience. Agents explained how they use paid advertisements, property photos, short videos, and client testimonials to create interest and gain trust from potential buyers. Digital tools also help them save time, reduce marketing costs, and manage leads more effectively. In conclusion, the study highlights that digitalisation has become an essential part of marketing and sales strategies in real estate, and agents must continue adapting to stay relevant in a competitive market.