Digital Media Adoption in Real Estate Marketing in Anambra State: A Focused Analysis of Prevalent Tools and Extent of Adoption

Abstract

This paper examines the digital media tools used by real estate firms in Anambra State and the extent of their adoption for real estate marketing. It focuses on the first and second objectives of the study, which identify the prevalent digital media tools and determine their extent of adoption in estate marketing operations. A descriptive survey design was used, involving 46 registered estate firms, from which 44 valid questionnaires were retrieved, representing a 95.65% response rate. Data were analysed using descriptive statistics and repeated-measures analysis of variance. The findings show that WhatsApp Business was the most commonly used tool, followed by Facebook and Instagram, while websites, email marketing, YouTube/video-sharing platforms, and online property listing platforms recorded comparatively lower or moderate levels of use. WhatsApp and other instant-messaging platforms recorded the highest adoption level under the second objective, with an overall grand mean of 3.48, indicating a moderate-to-high extent of adoption. However, firms relied more on accessible social and messaging platforms than on more specialised technologies such as search engine optimisation (SEO), virtual property tours, and customer relationship management (CRM) systems. The repeated-measures ANOVA also showed a statistically significant difference in adoption ratings across the seven tools considered under the first objective, F(4.061, 174.622) = 14.264, p < 0.001. The study concludes that digital media has become an important part of real estate marketing in Anambra State, although adoption remains uneven across tools and levels of sophistication. The findings point to the need for stronger digital marketing capacity, professional training, and gradual integration of more specialised digital technologies into routine real estate marketing practice.