A influência do marketing digital nos resultados de empresas do setor imobiliário: um estudo de caso em Ribeirão Preto (SP)

Abstract

The increasing use of the internet in commercial transactions, access to information, and interaction on social media defines the era of connectivity. For companies not only to keep up but also to stand out in market trends, maintaining an online presence is essential to ensuring visibility and establishing long-term relationships that drive revenue growth. In a highly competitive environment with a wide range of products and services, investing in digital marketing proves to be crucial. Given this context, this study aims to analyze how digital marketing practices influence the financial performance of a real estate company in Ribeirão Preto, São Paulo, identifying the most effective strategies in this process. The research, qualitative and descriptive in nature, used a case study as its method, with data collection conducted through semi-structured interviews, based on analysis categories and theoretical references. The results indicated that brand visibility and lead generation were enhanced by the use of paid advertisements and presence on real estate portals. However, it was found that converting these leads into sales still depends on human interaction, emphasizing the importance of personalized customer service. Additionally, challenges such as the difficulty in producing digital content and the lack of precise monitoring of return on investment were highlighted. The research also pointed out that automation and artificial intelligence are emerging as promising trends to optimize digital strategies, although the human factor remains crucial for closing deals.