The impact of mobile marketing on the marketing strategies of residential real estate agencies and portals in Ireland

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Nemeth, Kinga
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MBA in Business Management
Dublin Business School
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The growing importance of mobile marketing can be clearly seen in most industries; however, no qualitative or quantitative research has been conducted on this topic in relation to the real estate industry. The underlying study investigates the impact of mobile marketing on the marketing strategies of Irish residential real estate agencies and property portals through qualitative research. Although this study is based on a small nonprobability sample (and for this reason, the findings of the research cannot be generalized), it aims at providing the real estate industry with useful in-depth information on current marketing trends. After providing a theoretical overview of mobile marketing, marketing strategies, integrated marketing communications, and relationship marketing, four companies – three agencies and one property portal – have been interviewed in order to obtain answers to all research questions. The study investigates factors that influence the implementation of mobile marketing and identifies the main forms of mobile marketing used in the residential real estate industry. Additionally, the paper also provides initial exploration into how mobile marketing may be integrated into the marketing communication strategy and how it may affect the relationship marketing of residential real estate agencies and portals in Ireland. The findings present several conceptual and contextual insights into the position of mobile marketing in the industry. The study includes conclusions and recommendations as well as suggestions for further research. Author keywords: Mobile marketing, real estate, digital marketing, residential real estate marketing, marketing real estate, marketing residential real estate, relationship marketing real estate industry, IMC real estate,