A Study on the Effect of Internet Marketing Activities on Real Estate Brokerage Performance

Abstract

This study used a number of online marketing activities of authorized real estate brokers and portal sites to select among these tools and to focus on Internet marketing activities. Based on the demographic differences, the government conducted a survey of authorized brokers in Seoul, Daejeon, Daegu and Busan according to the characteristics of internet marketing activities. Research methods are as follows. First, conducting frequency analysis, Internet activities of established public service brokers are categorized into search ads, SNS marketing, search ads and social networking sites marketing, SNS marketing and portal site advertisement, total SNS site advertising and portal marketing, Among the seven Internet marketing activities, the results of real estate brokerage are high when they are engaged in search, SNS marketing, portal site advertisement and SNS marketing together. Second, through factor analysis, the main reasons for internet marketing activities were extracted as explanatory variables, and reliability analysis was conducted.Third, the analysis of one-way distribution looked at real estate brokerage performance by opening public utility certified brokers according to their type of Internet marketing activities by demographic characteristics, region and specialty. The results confirmed that the opening public brokers were engaged in Internet marketing activities, focusing on search and portal site advertising to quickly deliver products. SNS marketing was helping to communicate with customers through the use of real estate information in a limited marketing area due to the characteristics of real estate. Therefore, if they are actively marketed separately or in combination, they could be effective in marketing brokerage performance.