Impact of Digital Marketing on Real Estate Market in China

Abstract

The real estate market of China plays an outstanding role in the country’s economy as well as among the biggest one in the world. The rising of purchasing power due to the increasing economy and urban population accelerate the development of property market in China to a great extent. Digital marketing has emerged for promotion of products and services, which attracts the attention of realtors and brokers in the real estate market in the era of big data. This paper examines the impact of digital marketing on real estate market in China, especially for the consumer behaviours and businesses. The study makes the utilization of both primary data and secondary as well as one case to check the condition of Chinese real estate and digital marketing condition. Mathematical tools (e.g., Excel and JASP) are implemented for the data visualization. According to the analysis, digital marketing has great impact on the Chinese real estate market. It will promote consumers’ intention to purchase housing properties based on the precisely product and service targeting and quality provided. For real estate enterprises, it will reduce their cost of advertising, improve the efficiency to reach their audience as well as acquire higher transaction volumes. However, without suitable digital marketing strategy, it may lead to adverse consequences. These results shed light on enhancing awareness of effect of the digital marketing on the real estate market in China.