Digital marketing model for real estate development from the perspective of developers and identifying components and relationships between them

Malemir, Masoud; Askari, Ahmad; Jamshidi, Daryosh

doi:10.22034/jvcbm.2025.489979.1459

Digital marketing model for real estate development from the perspective of developers and identifying components and relationships between them

Document Type : Original Article (Quantified)

Authors

masoud malemir ¹

Ahmad Askari ²

daryosh jamshidi ³

¹ PhD student, Department of Management, Kish International Branch, Islamic Azad University, Kish, Iran.

² Assistant Professor, Department of Management, Lamerd Unit, Islamic Azad University, Lamerd, Iran.

³ Assistant Professor, Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran.

https://doi.org/10.22034/jvcbm.2025.489979.1459

Abstract

Abstract
The aim of this study is to investigate the provision of a digital marketing model for real estate development from the perspective of builders and identifying the components and relationships between them. The present study is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes all builders in the housing and real estate sector in Tehran province, selected using the available sampling method. Considering the unlimited population, 384 people were selected as a sample by non-probability random sampling with the Cochran formula. The collection tool in the present study includes a researcher-made questionnaire derived from the qualitative method. SPSS and PLS software were used to analyze the research findings. The research findings showed that causal factors affect the category, the category affects the strategy, contextual factors affect the category, intervening factors affect the category, contextual factors affect the strategy, intervening factors affect the strategy, and the strategy affects the outcome.
Introduction
The land and housing sector has always been one of the most important sectors of the Iranian economy. National accounts statistics show that a significant share of the GDP is related to the housing sector. Over the past decade, more than 20 percent of the country's liquidity has always been active in this sector. Also, estimates show that over the past three decades, about 34 percent of the liquidity entering the housing sector has entered the housing market with the motive of capital demand; and 60 percent with the aim of meeting consumer needs (Mahmoudiet al, 2017).
The importance of the real estate market in the economy, especially in our country's economy, has led to the creation of the field of real estate marketing and the application of knowledge and supporting systems in this field. Real estate marketing has entered a new world in recent years, and activists in this field have used new methods in real estate marketing. This is due to the development and expansion of social networks and the creation of new marketing methods. On the other hand, one of the new tools in the field of marketing is the use of digital marketing. Digital marketing responds to changing consumer behavior everywhere by utilizing digital platforms such as social media and smartphones (Halik et al, 2021).
Digital marketing refers to a broad range of practices that involve the use of digital communication channels such as websites, search engine marketing, digital advertising, social media, email, and mobile; to acquire, retain, and build relationships with customers. The need to examine the role of digital in marketing has recently been acknowledged (Kim & Moon, 2021), as the literature has largely focused on the growing interest of these companies in social media. While the focus in business models on relationship building suggests that they should benefit greatly from using digital marketing, the adoption of social media by these companies is limited (Juntunen et al, 2020). In small and medium-sized enterprises, despite evidence that business performance can be increased through digital marketing, the adoption of these practices remains low, and this is due to the reasons that are not well understood (Hassanzadeh Nayini et al, 2024). Therefore, the present study answers the question of the digital marketing model for real estate development from the perspective of developers, and identifies the components and relationships between them.
Theoretical Framework
Digital Marketing
The term digital marketing has been referred to as a subset of marketing management and advertising management for two decades (Kannan, 2017). Digital marketing includes all the tools and activities used to market products and services on a digital platform (web, internet, mobile, or other (digital) tools) (Vaziri gohar & Abdolhosani, 2020).
Housing Development
One of the main discussions of urban development plans is the issue of housing production and development. The issue of housing in urban development plans includes a set of measures and policies that, with minimal cost and minimal interventions, lead to the creation of optimal living conditions in the urban space (Meshkini, 2019) and increase the condition of the durability and survival of the urban space in and around it (Habibi & Maghsoudi, 2019).
Jafari Dehkordi et al, (2025) investigated the identification of customer knowledge management factors with a digital marketing approach in the banking system, and presented a model with a thematic analysis approach. The results showed that customer knowledge management with a digital marketing approach in the banking system should have features such as customer knowledge, knowledge management capabilities, implementation of digital banking marketing, training, and development of digital innovation. Finally, these results were classified into 12 basic themes, 4 organized themes and one comprehensive theme. It can be concluded that customer knowledge management in the banking system is a vital matter that provides effective communication and superior values to customers using digital marketing methods. This approach not only improves the customer experience but also enhances the bank's relationships with customers and improves business performance. With the help of this approach, banks can achieve sustainable and competitive growth in the digital world.
Amira & Nermine (2024) studied the impact of digital marketing on the consumer purchasing decision-making process in the Egyptian market. The findings show that email has a profound impact on consumer purchase decisions at two stages (post-purchase) and information research. In purchasing, the decision-making stage has a negative impact on customer decision-making. Mobile, as a digital marketing channel, has a negative impact on consumer decisions at all stages of the consumer purchase decision-making process in the Egyptian market. Also, retargeting has a great impact on consumer decisions at the evaluation stage. Then, information research needs to understand the purchase decision and post-purchase. Targeting is the most influential variable in the consumer purchase decision-making process. It can be seen that the most important impact on consumer decision is at the evaluation stage and this could be because the retargeting channel is directed towards a consumer who has previously searched for a product.
Research Methodology
The present study is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes all builders in the housing and real estate sector in Tehran province, selected using the available sampling method. Considering the unlimited population, 384 people were selected as a sample by non-probability random sampling with the Cochran formula. The collection tool in the present study includes a researcher-made questionnaire derived from the qualitative method.
Research findings
SPSS and PLS software were used to analyze the research findings. The research findings showed that causal factors affect the category, the category affects the strategy, contextual factors affect the category, intervening factors affect the category, contextual factors affect the strategy, intervening factors affect the strategy, and the strategy affects the outcome.
Conclusion
The present study aimed to provide a digital marketing model for developing real estate from the perspective of developers and to identify the components and relationships between them. The results of the present study are consistent with the results of Jafari Dehkordi et al, (2025), Amira & Nermine (2024), Moradi ziba et al, (2023), Belma et al, (2023), Bagheri Anilu et al, (2023), Gholipour Domyeh (2023), Małgorzata et al, (2022), Khosravilaghab et al, (2022), Goic et al, (2021), and Bagheri Anilu et al, (2023). Based on the research findings, the concept of digital marketing environment was selected as the central phenomenon. Causal conditions were placed in the form of four categories of innovation, optimal management, structural factors, and convenience; and six main categories including business strategies, educational strategies, innovative strategies, planning, and monitoring were selected as strategies. Intervening factors were identified in two groups of strengthening and weakening. Cultural factors, infrastructure factors, education, leadership style, and strategies were determined as the background and foundation factors of the digital marketing environment. Finally, the consequences of the factors affecting the digital marketing environment were determined at three levels: micro, medium, and macro.
Based on the present study, the following suggestions are made:
 Appropriate infrastructure should be considered for real estate development.
 Environmental changes should be properly considered in the workplace.
 Ecological goals should be properly achieved.
 All employees should be properly trained on how to produce and use energy.
 Investment should be made in economic sectors.
 Investment should be made in the company's capacity building for the economy.
 Attention should be paid to the natural capital in the company.
 Time should be allocated to pay attention to the company's natural capital.
 New technologies should be used in the company.

Keywords

Marketing

digital marketing

real estate

property development

Subjects

business management

Abedini, A., & Karimi, R. (2018). Building Density, Shipment, Measuring the Capacity, GIS, Urmia.. Journal of Urban - Regional Studies and Research, 8(28), 1-20. doi: 10.22108/urs.2018.90829.0. (In Persian).

Amira, M.O., & Nermine, A. (2024). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market.International Journal of Business and Management. 15(7):120-120. DOI:10.5539/ijbm.v15n7p120

Bagheri Anilu, S., & Vakil Alroaia, Y., & heidariyeh, S. A. (2023). Designing a digital marketing environment model in global markets. Journal of value creating in Business Management, 3(3), 246-263. doi: 10.22034/jvcbm.2023.413777.1168. (In Persian).

Belma, R., & Aneesh, Z., & Antonio, C.B.G., & Tahereh, N. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change 186(9):122128. DOI:10.1016/j.techfore.2022.122128

Bouncken, R. B., & Kraus, S., & Roig-Tierno, N. (2021). Knowledge-and innovation-based business models for future growth: Digitalized business models and portfolio considerations. Review of Managerial Science, 15(1), 1-14. DOI: 10.1007/s11846-019-00366-z.

Dwivedi, Y. K., & Ismagilova, E., & Hughes, D. L., & Carlson, J., & Filieri, R., & Jacobson, J., & Jain, V., & Karjaluoto, H., & Kefi, H., & Krishen, A. S., & Kumar, V., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Infor- mation Management, 59, https://doi.org/10.1016/j.ijinfomgt.2020.102168

Goic, M., & Rojas, A., & Saavedra, I. (2021). "The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 118-145. DOI: 10.1016/j.intmar.2021.02.002

Ghorbani, R., & Jafari, F. (2015). Study and analysis of the position of building density in urban development plans of Tabriz city. Quarterly Journal of Geography and Planning, 19(53), 253-276. https://civilica.com/doc/1313830. (In Persian).

Habibi, M., & Maghsoudi, M. (2019) Urban Restoration University of Tehran Press. Tehran. (In Persian).

Heidari M.T., & Meshkini, A., & Ahadnejad-Roushti, M. (2018) Land Recycling in Degraded Textures with an Approach to Meeting Urban Housing Needs Geographical Space Quarterly, 18(61), 1-24. URL: http://geographical-space.iau-ahar.ac.ir/article-1-3262-fa.html. (In Persian).

Hassanzadeh Nayini, H.R., & Shams, R., & Alipour, M. (2024). Investigating the impact of digital marketing on small, medium and entrepreneurial businesses, 10th International Conference on Management and Accounting Sciences, Tehran, https://civilica.com/doc/2026581. (In Persian).

Jafari Dehkordi, M., & Ahmadi Sharif, M., & Keshtkar Haranaki, M. (2025). Identifying customer knowledge management factors with a digital marketing approach in the banking system and presenting a model with a theme analysis approach. Journal of value creating in Business Management, doi: 10.22034/jvcbm.2024.454757.1369. (In Persian).

Kannan, P. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34 (1), 22-45. Available at SSRN: https://ssrn.com/abstract=3000712

Kim, K.H., & Moon, H. (2021). Innovative digital marketing management in B2B markets. Industrial Marketing Management. Volume 95, May 2021, Pages 1-4. https://doi.org/10.1016/j.indmarman.2021.01.016

Khosravilaghab, Z., & Siavashi, R., & Basir, L. (2022). The Effects of Digital Marketing on Consumers’ Buying Behavior (Case Study: Customers of the Digikala Online Store). New Marketing Research Journal, 12(2), 21-42. doi: 10.22108/nmrj.2022.132236.2635. (In Persian).

Mahmoudi, V., & Raei, R., & Emamdoost, M. (2017). An investigation of the role of real estate in investors’ portfolio in Iran. 24 (80):241-261
URL: http://qjerp.ir/article-1-1108-fa.html. (In Persian).

Małgorzata, R.B., & Źróbek, Sabina & Walacik, Marek & Borst, Richard & Grover, Richard & d’Amato, Maurizio, 2022. "International acceptance of automated modern tools use must-have for sustainable real estate market development," Land Use Policy, Elsevier, vol. 113. DOI: 10.1016/j.landusepol.2021.105876

Meshkini, A. (2019). Improvement and Renovation of Ancient Urban Texture, Kurdistan University Press, Sanandaj.. (In Persian).

Moradi ziba, S., & Abbasi, J., & Radfar, R., & abdolvand, M. A. (2023). Designing the pattern of causes and consequences in the implementation of digital marketing strategies in successful Iranian startups with Mixed method Research. Journal of value creating in Business Management, 3(3), 129-157. doi: 10.22034/jvcbm.2023.389183.1068. (In Persian).

Nazari, F., & Pourjali, F., & Izadimanesh, H., & Boustani, A. (2022). Investigating policies and future research in housing development with the approach of revitalizing the urban center through physical planning of urban development plans, Second International Conference on Architecture, Civil Engineering, Urban Development, Environment and Horizons of Islamic Art in the Declaration of the Second Step of the Revolution, Tabriz,https://civilica.com/doc/1614321. (In Persian).

Rahimnei, F., & eslami, GH., & GHaderi, F. (2018). Investigating the relationship between marketing through social media and customer threat through brand value. Scientific-research journal, Organizational Behavior Management, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad pages 3-8. (In Persian)

SADEGHLOO, T., & AHMADI, S., & MAHMOUDI, H. (2019). Analysis of the Effects of Housing Quality on Health (Physical and Mental) of Villagers (Case Study: Villages of Shandiz District in Binaloud County). JOURNAL OF RESEARCH AND RURAL PLANNING, 8(3 (26)), 59-80. SID. https://sid.ir/paper/236456/en. (In Persian).

Sedaghati, A., & Seidin, B. (2023). Digital Marketing and Brand Impact on Small Businesses, Second International Conference on Health, Educational Sciences and Psychology,https://civilica.com/doc/1728793. (In Persian)

Valizadeh Kharagh, S., & Mirzadeh, A., & Kazemi, M. (2019). Analyzing the impact of factors improving residential quality on housing policymaking, 13th International Conference on Strategic Management, Tehran, https://civilica.com/doc/978544. (In Persian).

Vaziri G, H. & Abdolhossani, R (2020). Using new technologies and digital marketing in attracting the audience in the field of education. Journal of industrial technology development. (41), 51-64. (In Persian)