OPELE Adedayo Mathias1*, ODUWOLE Abiodun Ayodeji2
& SALAWU Lateef Olamilekan3
1,3Lagos State University, Ojo
2Lagos State University of Education, Ijanikin
*For correspondence, email: adedayo.opele@lasu.edu.ng
Abstract
Social media platforms have continued to grow enormously and flourish as practices encompassing them become deeply embedded in many cultures, as more people and businesses embrace it, their affordances and opportunities are leading to improved communication for businesses but where information and communication is inadequate and cumbersome, successful transactions in the market may be impeded. The study examined the impact of Facebook, WhatsApp and YouTube on real estate client management, The study population was members of the real estate developers association of Nigeria, Lagos chapter. 179 sample size were determined through the Taro Yamane sample size formula. Cross sectional survey design was employed and regression analysis was used to validate the formulated hypotheses. The findings revealed that predictive variables Facebook, WhatsApp and YouTube all have a positive effect on real estate marketing in Lagos with a coefficient Beta value of (0.315,0.429,0.209) respectively. Though Facebook and WhatsApp ranked higher among the social media platforms than YouTube. The study concluded that it is more strategic to target social media campaign that will transform and grow real estate business in Lagos. The study also recommended that real estate developers in Lagos should place more emphasis towards promoting content with detailed information on land features, property benefits, price, location, documentation rather than solely humor.
Keywords: Brand Management, Client engagement, Real estate listings, Real estate marketing, Social media platforms.
