THE ROLE OF MOBILE APP IN REAL ESTATE

Abstract

Numerous research studies have been carried out on marketing in real estate. Many of the studies have examined the traditional forms of marketing such as newspaper and television advertisements. More recently, there have been an increasing number of studies that focus on online marketing channels through the use of social media such as Facebook, Instagram and Twitter. However, very few studies have been undertaken to examine the role of mobile app in real estate marketing. Real estate comprises many different sectors. For the purposes of this study, the focus will be on shopping malls. Smartphone penetration is very high in Singapore and the use of mobile apps is a common feature on a smartphone. The study aims to determine the effectiveness of mobile app in real estate, elucidate the advantages mobile app have as compared to traditional forms of marketing, and the factors that may promote the use of such mobile application. This study hopes to add on to the existing literature on mobile app marketing particularly within the retail sector. The investigations indicate that people are optimistic about the future of mobile app marketing on real estate. In addition, characteristics such as location-based services, portability and accessibility are essential to be considered when it comes to mobile app marketing because it will increase the marketing efforts.