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Enhancing Customer Acquisition and Retention through an Improved Digital Marketing Strategy in a Real Estate Organisation

Author

Listed:
  • Damilare Samuel Oshokoya

    (Pan-Atlantic University, Lagos, Nigeria)

  • Jeffery Itepu

    (School of Media and Communication Pan-Atlantic University, Lagos, Nigeria)

  • Morakinyo Akintolu

    (University of South Africa)

Abstract

In Africa's digital real estate market, traditional marketing no longer suffices. This study uses the Technology Acceptance Model to explore how Nigeria's Realvest can enhance customer acquisition and retention through better digital marketing. Based on data from 280 Nigerian proptech professionals, it identifies gaps in Realvest's use of data mining, audience targeting, and customer relationship management. The research surveys digital marketing tactics like SEO, email automation, content marketing, and customer journey mapping, comparing Realvest to leading African firms such as Kenya's Optiven, South Africa's Pam Golding, and Nigeria's Adron Homes. Findings reveal how digital tools can improve customer experience and brand loyalty, guiding Realvest to align marketing with evolving consumer behavior and technology.

Suggested Citation

  • Damilare Samuel Oshokoya & Jeffery Itepu & Morakinyo Akintolu, 2025. "Enhancing Customer Acquisition and Retention through an Improved Digital Marketing Strategy in a Real Estate Organisation," Stroitelno predpriemachestvo i nedvizhima sobstvenost = Construction Entrepreneurship and Real Property, University of Economics Varna, issue 1, pages 93-106.
    • Handle: RePEc:vrn:sjcerp:y:2025:i:1:p:93-106
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    File URL: https://cerp.ue-varna.bg/index.php/ojs1/article/view/47/36
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    More about this item

    Keywords

    Real estate; customer acquisition; property technology; digital marketing; customer retention; Realvest;
    All these keywords.

    JEL classification:

    • R3 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Real Estate Markets, Spatial Production Analysis, and Firm Location

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