The impact of the Digital Marketing in Real Estate The past, present and future of the sector

Luis, Joel Ferreira; Catulo, Joao de Olivenca; Rodrigues, Joao Duraes; Piedade, Nuno Reis; Marcos, Anabela de Figueiredo

doi:10.23919/cisti54924.2022.9820245

Cited by 2 publications

(1 citation statement)

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“…More recently, the adoption of information and communication technologies (Li and Wang, 2006; Babatunde and Ajayi, 2018) and the use of “virtual reality” (Adegoke et al ., 2022) have changed long-term choices. New technologies have also changed customer relations, evolving traditional marketing (Driver, 1984; Pheng and Hoe, 1994) to digital marketing (Luís et al ., 2022), which has undoubtedly altered the more classical modes of relationship between supply and demand. This is also due to the observation that home buyers and tenants increasingly rely on the Internet to search for accommodations (Koch and Maier, 2015) and the frequent integration of big data into the real estate decision-making process (Cheryshenko and Pomernyuk, 2021).…”

Section: Literature and Hypothesesmentioning

confidence: 99%

Profitability and financial performance of Italian real estate companies: quantitative profiles

Migliaccio,

De Palma

2023

IJPPM

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PurposeThis study illustrates the economic and financial dynamics of the sector, analysing the evolution of the main ratios of profitability and financial structure of 1,559 Italian real estate companies divided into the three macro-regions: North, Centre and South, in the period 2011–2020. In this way, it is also possible to verify the responsiveness to the 2020 pandemic crisis.Design/methodology/approachThe analysis uses descriptive statistics tools and the ANOVA method of analysis of variance, supplemented by the Tukey–Kramer test, to identify significant differences between the three Italian macro-regions.FindingsThe study shows the increase in profitability after the 2008 crisis, despite its reverberation in the years 2012–2013. The financial structure of companies improved almost everywhere. The pandemic had modest effects on performance.Research limitations/implicationsIn the future, other indices should be considered to gain a more comprehensive view. This is a quantitative study based on financial statements data that neglects other important economic and social factors.Practical implicationsPublic policies could use this study for better interventions to support the sector. In addition, internal management can compare their company's performance with the industry average to identify possible improvements.Social implicationsThe research analyses an economic field that employs a large number of people, especially when considering the construction and real estate services covered by this analysis.Originality/valueThe study contributes to the literature by providing a quantitative analysis of industry dynamics, with comparative information that can be deduced from financial statements over the years.

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