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

Damilare Samuel Oshokoya (), Jeffery Itepu () and Morakinyo Akintolu ()
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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

Stroitelno predpriemachestvo i nedvizhima sobstvenost = Construction Entrepreneurship and Real Property, 2025, issue 1, 93-106

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.

Keywords: Real estate; customer acquisition; property technology; digital marketing; customer retention; Realvest (search for similar items in EconPapers)
JEL-codes: R3 (search for similar items in EconPapers)
Date: 2025
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