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The Role Of Social Media In Real Estate Marketing: A Research On The Transformation Of Real Estate Marketing In Turkey

Year 2017, Volume: 12 Issue: 48, 17 - 36, 28.07.2017
https://doi.org/10.14783/maruoneri.vi.331567

Abstract

While the new media changes our daily life practices, it also causes some transformations in the

field of marketing. Today it can be said that the real estate sector is also inevitably affected by this

transformation and that it has developed new business models that include social media. Alexa is a

website managed by amazon.com, which displays web traffic on a world and country basis. In this way,

businesses can continuously monitor the visitor performance of their websites. In this study, the rankings

of the Alexa web site were used to construct the sample of the research and in this way the visitor

traffic was determined by the highest five real estate website in Turkey tracing techniques. On the

other hand, the practices of real estate web sites to use social networks have been compared to the Alexa

value ranks by examining them on specific networks and within defined metrics. Thus, it can be

shown whether the real estate web site with the highest value metric has the same order in the Alexa

valuation, and the role of social media in real estate marketing is evaluated within the dimensions of

transformation. Research is essential since it makes an instantaneous evaluation of the circumstances

and snaps a moment in the timeline.

References

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2010). “Sosyal Bilimlerde Araştırma Yöntemleri”. Sakarya: Sakarya Yayıncılık.
  • Dan, Z. (2010). “The Social Media Marketing Book”. Canada: O’reilly Media. http://danzarrella. com/Social_Media_Marketing_Book_ch1_3.pdf Retrieved: 07.03.2017.
  • Depillis, L. (2013). “Why do real estate agents still exist?”. The Washington Post. https://www. washingtonpost.com/news/wonk/wp/2013/08/22/why-do-real-estate-agents-stillexist/? utm_term=.3fa5e6c8949c Retrieved: 07.03.2017.
  • Evans, L. (2010). “Social Media Marketing”. United State of America: Que Publishing.
  • Facebook. Facebook Business (2017).
  • Felix, R., Rauschnabel, P.A., and Hinsch, C. (2017). “Elements of Strategic Social Media Marketing: A Holistic Framework”. Journal of Business Research. 70. pp.118-126.
  • Filieri, R. (2015). “What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM”. Journal of Business Research. 68(6). pp.1261–1270.
  • Hoffman, D. L., and Fodor, M. (2010). „Can you measure the ROI of your social media marketing?”. MIT Sloan Management Review. 52(1). pp.41-49.
  • Kasanoff, B. (2014). “Are Real Estate Brokers Obsolete?” https://www.forbes.com/sites/ brucekasanoff/2014/04/04/real-estate-brokers-obsolete/#226154a27953 Retrieved: 07.03.2017.
  • Kim, A.J. and Ko, E. (2012). “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”. Journal of Business Research. 65(10). pp.1480– 1486.
  • Neti, S. (2011). “Social Media and Its Role in Marketing”. International Journal of Enterprise Computing and Business Systems. 1(2). pp.1-16. Saravanakumar, M. and Suganthalakshmi, T. (2012). “Social Media Marketing”. Life Science Journal. 9(4). pp.4444 - 4451.
  • Social Media Benchmarks Report. (2015). Hubspot. https://cdn2.hubspot.net/hub/53/ file-2415418647-pdf/00-OFFERS-HIDDEN/social-media-benchmarks-2015. pdf?t=1489501581342 Retrieved: 14.03.2017.
  • Standard Marketing. Real Estate Marketing. Social Media Management for Real Estate Agents. http://www.standardmarketing.com/real-estate-marketing-experts/ Retrieved: 14.03.2017.
  • Stelzner, M.A. (2016). “Social Media Marketing Industry Report”. How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner Publishing. pp.1-57.
  • Şahin, D. and Uslu, T. (2013). “Bilgi Yönetiminin İnşaat ve Emlak Sektöründeki Dönüşüme Etkisinin İncelenmesi”. Bilgi Ekonomisi ve Yönetimi Dergisi. 8(2). pp.41-58.
  • The National Association of Realtors and Google. (2012). “The Digital House Hunt: Consumer and Market Trends in Real Estate”. pp.1-28.
  • Tuten, T.L. and Solomon, M.R. (2015). “Social Media Marketing”. Thousand Oaks, CA: Sage Publications.
  • Twitter. Twitter for Business (2017).
  • Weinberg, T. (2009). “The new community rules: Marketing on the social Web”. Sebastopol, CA: O’Reilly Media Inc.

The Role Of Social Media In Real Estate Marketing: A Research On The Transformation Of Real Estate Marketing In Turkey

Year 2017, Volume: 12 Issue: 48, 17 - 36, 28.07.2017
https://doi.org/10.14783/maruoneri.vi.331567

Abstract

While the new media changes our daily life practices, it also causes some transformations in the

field of marketing. Today it can be said that the real estate sector is also inevitably affected by this

transformation and that it has developed new business models that include social media. Alexa is a

website managed by amazon.com, which displays web traffic on a world and country basis. In this way,

businesses can continuously monitor the visitor performance of their websites. In this study, the rankings

of the Alexa web site were used to construct the sample of the research and in this way the visitor

traffic was determined by the highest five real estate website in Turkey tracing techniques. On the

other hand, the practices of real estate web sites to use social networks have been compared to the Alexa

value ranks by examining them on specific networks and within defined metrics. Thus, it can be

shown whether the real estate web site with the highest value metric has the same order in the Alexa

valuation, and the role of social media in real estate marketing is evaluated within the dimensions of

transformation. Research is essential since it makes an instantaneous evaluation of the circumstances

and snaps a moment in the timeline.

References

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2010). “Sosyal Bilimlerde Araştırma Yöntemleri”. Sakarya: Sakarya Yayıncılık.
  • Dan, Z. (2010). “The Social Media Marketing Book”. Canada: O’reilly Media. http://danzarrella. com/Social_Media_Marketing_Book_ch1_3.pdf Retrieved: 07.03.2017.
  • Depillis, L. (2013). “Why do real estate agents still exist?”. The Washington Post. https://www. washingtonpost.com/news/wonk/wp/2013/08/22/why-do-real-estate-agents-stillexist/? utm_term=.3fa5e6c8949c Retrieved: 07.03.2017.
  • Evans, L. (2010). “Social Media Marketing”. United State of America: Que Publishing.
  • Facebook. Facebook Business (2017).
  • Felix, R., Rauschnabel, P.A., and Hinsch, C. (2017). “Elements of Strategic Social Media Marketing: A Holistic Framework”. Journal of Business Research. 70. pp.118-126.
  • Filieri, R. (2015). “What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM”. Journal of Business Research. 68(6). pp.1261–1270.
  • Hoffman, D. L., and Fodor, M. (2010). „Can you measure the ROI of your social media marketing?”. MIT Sloan Management Review. 52(1). pp.41-49.
  • Kasanoff, B. (2014). “Are Real Estate Brokers Obsolete?” https://www.forbes.com/sites/ brucekasanoff/2014/04/04/real-estate-brokers-obsolete/#226154a27953 Retrieved: 07.03.2017.
  • Kim, A.J. and Ko, E. (2012). “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”. Journal of Business Research. 65(10). pp.1480– 1486.
  • Neti, S. (2011). “Social Media and Its Role in Marketing”. International Journal of Enterprise Computing and Business Systems. 1(2). pp.1-16. Saravanakumar, M. and Suganthalakshmi, T. (2012). “Social Media Marketing”. Life Science Journal. 9(4). pp.4444 - 4451.
  • Social Media Benchmarks Report. (2015). Hubspot. https://cdn2.hubspot.net/hub/53/ file-2415418647-pdf/00-OFFERS-HIDDEN/social-media-benchmarks-2015. pdf?t=1489501581342 Retrieved: 14.03.2017.
  • Standard Marketing. Real Estate Marketing. Social Media Management for Real Estate Agents. http://www.standardmarketing.com/real-estate-marketing-experts/ Retrieved: 14.03.2017.
  • Stelzner, M.A. (2016). “Social Media Marketing Industry Report”. How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner Publishing. pp.1-57.
  • Şahin, D. and Uslu, T. (2013). “Bilgi Yönetiminin İnşaat ve Emlak Sektöründeki Dönüşüme Etkisinin İncelenmesi”. Bilgi Ekonomisi ve Yönetimi Dergisi. 8(2). pp.41-58.
  • The National Association of Realtors and Google. (2012). “The Digital House Hunt: Consumer and Market Trends in Real Estate”. pp.1-28.
  • Tuten, T.L. and Solomon, M.R. (2015). “Social Media Marketing”. Thousand Oaks, CA: Sage Publications.
  • Twitter. Twitter for Business (2017).
  • Weinberg, T. (2009). “The new community rules: Marketing on the social Web”. Sebastopol, CA: O’Reilly Media Inc.
There are 19 citations in total.

Details

Journal Section Eski Sayılar
Authors

Çiğdem Aytekin

Seray Merve Keskin Demirli This is me

Publication Date July 28, 2017
Published in Issue Year 2017 Volume: 12 Issue: 48

Cite

APA Aytekin, Ç., & Keskin Demirli, S. M. (2017). The Role Of Social Media In Real Estate Marketing: A Research On The Transformation Of Real Estate Marketing In Turkey. Öneri Dergisi, 12(48), 17-36. https://doi.org/10.14783/maruoneri.vi.331567

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377