The preferences of estate agency practitioner towards digital marketing

Digital Marketing approaches have grown increasingly prevalent in Malaysia’s real estate market over traditional approaches. This research focuses on exploring the preferences of estate agency practitioners in Malaysia towards digital marketing strategies. The study utilizes a qualitative approach, conducting structured interviews with six experienced estate agency practitioners in Selangor, a region known for its high concentration of real estate activity. Secondary data from published articles and related publications was also collected to form a comprehensive literature review. The research objectives include identifying common digital marketing platforms used by estate agency practitioners and understanding the factors influencing their preferences toward digital marketing methods. Data analysis involves transcription and content analysis to effectively organize and interpret the interview data. The findings reveal that estate agency practitioners commonly utilize social media platforms such as Facebook, Instagram, YouTube, and TikTok, as well as property portals like PropertyGuru and iProperty for marketing purposes. The study concludes with recommendations for future research and improvements in digital marketing strategies for estate agency practitioners.