The purpose of this qualitative phenomenological study was to explore how the use of social media has changed traditional marketing practices for independent real estate brokers. As technology has advanced, social media networks have become a prominent force in the way society communicates. Social media allow users to communicate instantaneously and allow for the sharing of video, audio, and photographic content. This study indicated the “instant” communication methods of social media have been advantageous for independent real estate brokers. This study used open-ended interview questions to gain insight into the phenomenon of real estate professionals using social media as an avenue of low-cost marketing. Nine independent real estate brokers from the Washington, DC area and seven independent real estate brokers from the Atlanta, GA area were chosen based on purposive (criteria) sampling. The researcher collected the data for this study by conducting face-to-face interviews with 16 independent real estate brokers who were actively practicing real estate in their respective areas. The findings from the study indicated most, but not all independent real estate brokers were using social media as a part of their marketing strategies; in fact, this study showed although 25% of the participants interviewed still utilized traditional marketing, such as print media, as their primary tool to market themselves and their business efforts, 87.5% of the participants interviewed were avid users of social media. This study showed using social media could be a prominent avenue to free or inexpensive marketing for all independent real estate brokers to reach their potential target markets.
|School:||Argosy University, Northern Vigrinia|
|School Location:||United States -- Virginia|
|Source:||DAI-A 80/05(E), Dissertation Abstracts International|
|Subjects:||Marketing, Entrepreneurship, Business education|
|Keywords:||Entrepreneurship, Marketing, Real estate, Small business, Social media, Social media marketing|
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