Authors: Likith k Naidu, Rachana D
Abstract: The rapid digitalization of the real estate sector has fundamentally transformed how organizations communicate with customers, build brand identity, and generate qualified business leads. Online branding and digital lead generation have emerged as essential strategic tools for real estate firms seeking competitive advantage in a dynamic market environment. This study examines the effectiveness of digital marketing strategies — including social media marketing, search engine optimization (SEO), online advertising, email marketing, and video content — in influencing customer engagement, brand awareness, and conversion outcomes within the Indian real estate sector. Grounded in the Technology Acceptance Model (TAM) and the Resource-Based View (RBV), a conceptual framework linking digital branding capabilities to lead generation performance is proposed and tested. Using a quantitative descriptive-analytical research design, primary data were collected from 115 respondents comprising marketing executives, sales employees, and property buyers through a structured Likert-scale questionnaire. Reliability (Cronbach's ) and validity (AVE, CR) analyses confirm instrument quality. Statistical techniques including multiple regression, exploratory factor analysis, correlation analysis, chi-square tests, and ANOVA were employed. Results reveal that social media branding ( = 0.41), SEO effectiveness ( = 0.29), and video content marketing ( = 0.23) are significant predictors of lead generation performance. No significant demographic differences in perceptions were found, indicating broad acceptance of digital marketing practices across customer segments. The study contributes to digital marketing literature by integrating branding, engagement, and lead conversion constructs within a real estate context, and provides actionable managerial implications for property firms seeking to optimize digital outreach.
