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Development of real estate marketing – trends for the future

Author

Listed:
  • Jörg Petermann

    (Comenius University in Bratislava, Bratislava, Slovak Republic)

Abstract

Real estate marketing has changed fundamentally over the past twenty years, mainly due to digital technologies. Due to the availability of online platforms as intermediary websites, the complexity of interaction relationships between providers, demanders, and real estate agents has increased. The study takes the perspective of real estate agents and uses the example market of Cologne/Bergisch-Gladbach to show what new potential digital channels offer for the reach and intensity of real estate marketing. Real estate agencies are challenged to evolve technologically, but then have a wider inventory of marketing channels and presentation options at their disposal. In the future, social media and video streaming platforms could further revolutionize property marketing, offering further potential to proactive providers, especially in terms of property branding and international sales.

Suggested Citation

  • Jörg Petermann, 2021. "Development of real estate marketing – trends for the future," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 16(4), pages 10-19.
    • Handle: RePEc:cub:journm:v:16:y:2021:i:4:p:10-19
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    More about this item

    Keywords

    real estate marketing; development; digitalization;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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