Online Marketing in Real Estate Management Assignment

Running head: ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Online Marketing in Real Estate Management
Name of the student
Name of the university
Author note

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Chapter 4
4.0 Findings and analysis
4.1 Introduction
This chapter of the research will analyze the data collected and develop an in depth
analysis of the data that has been collected. The chapter will develop the relationship between
the real estate management and online marketing. The literature review developed has been able
to establish a relationship between online marketing and real estate management. The data
analysis will empirically evaluate the data that has been collected in the study.
4.2 Data
4.2.1 Quantitative analysis
4.2.1.1 Demographic questions
1. Your gender?
Row labels No of response Percentage of
response
Total respondents
Male 17 34% 50
Female 33 66% 50
Table 1: Gender

2ONLINE MARKETING IN REAL ESTATE MANAGEMENT
(Source: As created by author)
34%
66%
Gender
Graph 1: Gender
(Source: As created by author)
4.2.1.2 Questions on online marketing
2. How far do you agree that online media gave you knowledge about Airbnb?
Row labels No of response Percentage of
response
Total respondents
Strongly Agree 6 12% 50
Agree 3 6% 50
Indifferent 2 4% 50
Disagree 21 42% 50

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Strongly disagree 18 36% 50
Table 2: Knowledge
(Source: As created by author)
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
12%
6%
4%
42%
36%
knowledge
Graph 2: Knowledge
(Source: As created by author)
3. How far do you agree social media provides effective information about the real estate
options in Airbnb?
Row labels No of response Percentage of
response
Total respondents
Strongly Agree 2 4% 50
Agree 7 14% 50

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Indifferent 2 4% 50
Disagree 17 34% 50
Strongly disagree 22 44% 50
Table 3: Effective information
(Source: As created by author)
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5
eff ecti ve info rmati on
Graph 3: Effective information
(Source: As created by author)
4. How far do you agree that daily updates about the Airbnb offers is helpful?
Row labels No of response Percentage of
response
Total respondents
Strongly Agree 4 8% 50

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Agree 5 10% 50
Indifferent 2 4% 50
Disagree 17 34% 50
Strongly disagree 22 44% 50
Table 4: Daily updates
(Source: As created by author)
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
8%
10%
4%
34%
44%
Daily updates
Graph 4: Daily updates
(Source: As created by author)

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4.2.1.3 Questions on real estate management
5. How far do you agree that there is parity between what is shown on the online media and
actual lodging site in Airbnb?
Row labels No of response Percentage of
response
Total respondents
Strongly Agree 8 16% 50
Agree 1 2% 50
Indifferent 2 4% 50
Disagree 19 38% 50
Strongly disagree 20 40% 50
Table 5: Parity
(Source: As created by author)

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16%
2%
4%
38%
40%
parity
Strongly Agree Agree Indifferent Disagree Strongly disagree
Graph 5: parity
(Source: As created by author)
Findings
6. How far do you agree that you are satisfied with the service provided by Airbnb?
Row labels No of response Percentage of
response
Total respondents
Strongly Agree 2 4% 50
Agree 7 14% 50
Indifferent 2 4% 50
Disagree 22 44% 50
Strongly disagree 17 34% 50

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Table 6: Satisfaction level
(Source: As created by author)
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5
Satisfaction level
Graph 6: Satisfaction level
(Source: As created by author)
Findings
7. How far do you agree that online marketing of Airbnb attracts the consumers in making the
purchase?
Row labels No of response Percentage of Total respondents

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response
Strongly Agree 5 10% 50
Agree 4 8% 50
Indifferent 2 4% 50
Disagree 22 44% 50
Strongly disagree 17 34% 50
Table 7: Consumer attraction
(Source: As created by author)
Strongly Agree
Agree
Indifferent
Disagree
Strongly disagree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5
10%
8%
4%
44%
34%
Consumer attraction
Graph 7: Consumer attraction
(Source: As created by author)
Regression analysis

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SUMMARY
OUTPUT
Regression Statistics
Multiple R
0.95556
8958
R Square
0.91311
2034
Adjusted R
Square
0.91130
1868
Standard Error
0.35596
5754
Observations 50
ANOVA
df SS MS F
Significa
nce F
Regression 1
63.91784
235
63.9178
4235
504.435
5324
4.10208
E-27
Residual 48 6.082157 0.12671

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651 1618
Total 49 70
Coeffici
ents
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0%
Intercept
0.27998
3805
0.170274
592
1.64430
7599
0.10664
7322
-
0.062376
201
0.62234
3812
-
0.06237
6201
X Variable 1
0.94646
3608
0.042140
636
22.4596
423
4.10208
E-27
0.861734
183
1.03119
3034
0.86173
4183
0 20 40 60 80 100 120
0
1
2
3
4
5
6
Normal Probability Plot
Sample Percentile
Y

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1 1.5 2 2.5 3 3.5 4 4.5 5 5.5
0
1
2
3
4
5
6
f(x) = 0.964761904761906 x + 0.0652698412698358
R² = 0.913112033564243
regression analysis
online marketing
real estate management
4.3 Empirical Analysis
The data collected in the study shows that majority of the respondents are female
amounting to 66% of the total population. The opinion of the respondents may vary depending
upon the gender. The demographic question has been able to identify the range of the population
and the study will be evaluating the significance of the gender. The questions of the study
showed that majority of the respondents are not satisfied with the online marketing strategy of
Airbnb. They have not been able to gain knowledge about the organization through online media
which is reflected by the poll which shows that 78 % of the respondents have a negative opinion
about the usage of online media for the organization. The social media presence of Airbnb is not
up to the mark and the respondents are not receiving updates about the organization and the
offers from the social media websites. Therefore, the market penetration of Airbnb is low and
their social media marketing strategies are not effective at all. Moreover, the daily updates about
the websites are not effective as the consumers are not getting relevant updates and the data is

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not clear. This is the reason that Airbnb has faced issues recently where the consumers had
problems with the lodgings provided to them.
The updates are not transparent and the suggested lodgings are different from what is
shown on the websites. Customer service is thus hampered and the brand image is degrading
due to these events. The respondents have even claimed that the information shared on the
online websites has less parity with reality and there have been awful experience on the part of
the consumers. Therefore, the consumers are not receiving the quality of service they have paid
for which has led to the decrease in online traffic on the company website. The business in this
industry is completely based on trust and once the customers lose their trust on the organization
it would tough for them to regain back the trust that they have lost. The respondents n the study
are not all satisfied with the service they have received from Airbnb and the organization will
have to develop new effective strategies to improve their quality of service. Moreover, the
online marketing strategy of the organization is not on point or they have been targeting the
wrong set of consumers. Therefore, the organization will have to revamp their online marketing
strategy in order to attract the right consumers.
4.4 Findings
4.4.1 Regression analysis
The regression analysis is used to analyze the relationship between online marketing and
real estate management. The findings of the regression analysis show that the value of multiple
R is 0.955568958 which means that there is strong positive correlation between and real estate
management. This means that effectiveness in online marketing will enhance the real estate
management. This shows that Airbnb will have to make improvements in their online marketing

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strategy to improve the management of real estate for the organization. The value of R² is
0.9131, which is the coefficient of determination which identifies the explaining capability of the
dependent variable on the independent variable. Therefore, the goodness of fit is extremely high
and the majority of the data will fall within the regression line. Thus, online marketing is able to
explain the characteristics and changes in the real estate management. The F statistics value is
4.10208E-27 and the value is less than 0.05, the null hypothesis formulated in the study can be
rejected. This means that it has been proved that online marketing will impact the management
of real estate. The regression equation in the study is y = 0.9648x + 0.0653, which depicts the
positive relation and the value of y is 1.0301 when x is substituted as 1 in the equation.
However, the findings will have to be linked with the remaining objectives to provide relevant
findings.
4.4.2 To examine the impact of online marketing on the real estate management in Airbnb
The regression analysis has proved that online marketing is a key to developing effective
real estate management. Airbnb is lacking their online marketing strategy which has led to the
degradation of the real estate management for the organization. Therefore, the organization will
have to make changes to their online marketing strategy for increasing their effectiveness of the
organization. The negative publicity of the organization on the social media websites and other
online medium will have an effect on the business of the organization. The brand image of the
organization has been affected by this negative publicity which is reflected from the responses of
the respondent from the study. The experiences of the consumers are easily recorded on the
company websites, social media sites and reviews highly affect the opinion of the customers
regarding a particular product.

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4.4.3 To identify the different elements of online marketing
The different elements of online marketing identified in the study are corporate websites,
social media marketing and search engine optimization and marketing. These are the most
effective online media tool used by the different organizations to penetrate into the market and
develop affective positive image of the brand. The company websites are crucial for delivering
the organization suitable customer service at every touch point. The company websites should
consist of information that would be relevant for the consumers. The company website should
increase the level of ease and customer confidence. Airbnb websites are lacking in all these
factors which is the reason that the customers are not obtaining relevant information. Social
media marketing have vast reach and the companies having strong online presence will gain
competitive advantage in the market. The social media websites increase the level of
transparency of the organizational products and providing consumers with good service will lead
to feedbacks that will positively affect the brand image of the organization. Airbnb has a weak
presence on the online media websites which is the reason that they are unable to adapt to the
change in needs of the consumers. The consumers provide free publicity on the social media
websites by providing reviews about the organizational product and services. These elements are
key to gaining competitive advantage in the market and Airbnb will have to develop effective
online marketing strategies for enhancing their online presence. Search engine marketing and
search optimization are two methods where the organization promotes their website due to high
relevancy and paying amount to Google for promoting their websites. Airbnb should make use
these tools and at the same time improve the quality of service they provide.

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4.4.4 To identify the different factors affecting the real estate management
The key factors of real estate management are property management, workforce
management and consumer management. The property management of Airbnb is faulty which is
why various consumers have lodged complaints regarding the lodging facilities provided by the
organization. The organization has been able to manage their workforce effectively but in certain
instances they have not been able to provide the consumers with the desired service which has
affected the reputation of the company.
4.4.5 To recommend suitable strategies for improving their management in Airbnb
Airbnb can make improvements to the management by improving the quality of service
they are providing to the consumers. The organization is lacking in the service they are providing
to the consumers. The organization will have to use better property management strategies and
consumer management which will consist of proper monitoring of the services by a supervisor.
This will increase the customer satisfaction and on the other hand, the organization will have to
use social media to promote their websites and services. The organization will have to identify
the changing needs of the consumers to develop effective strategies for the organization.
4.5 Discussion
The analysis of the study shows that Airbnb is lacking in the consumers services and
property management. The organization will have to take the consumers feedbacks into account
to develop effective strategies. This will consist of developing a proper help line and appointing
personal staffs to take care o the needs of the consumers.

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4.6 conclusions
Thus, it can be concluded from the findings and analysis of the study that Airbnb will
have to improve their property management and social media presence in order to penetrate
further into the market. The organization will also have to engage in corporate social
responsibility activities to improve the quality of service.
Chapter 5: Findings and Conclusions
5.1 Introduction:
This very specific part has provided in-depth understanding about the impact of online
marketing in real estate management. An effective case study is conducted based on Airbnb in
order to evaluate on how this organization has used online media platforms for the expansion of
their entire business process. After evaluating the study it is found that Airbnb primarily aims to
lease and rent their lodging in order to fulfill the needs and demands of those customers who
wish to conduct an outside plan. In order to reach the doorstep of customers from different
geographical boundaries online marketing is one of the most effective ways. Airbnb belonging
to real estate industry should not restrict their business wings within specific geographic
boundary. The business experts of this organization need to draw the attention of those
customers who are from remote locations as well. Therefore, online media vehicles are the most
significant ways to grab the attention of those customers. It has been observed that Airbnb is
not taking initiatives to develop their online marketing plan so that they can draw the attention of
large number of customers from other geographic locations as well. Therefore, researchers and
practitioners have raised their voice to evaluate on how online marketing leave major positive
impact in enhancing real estate management.

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The primary objective based on which the research has focused to proceed for data
collection includes evaluating the impact of online marketing in real estate management based on
the case study of Airbnb. Literature review is conducted by providing the opinion on numerous
research scholars. After analyzing the empirical data it is observed that online marketing is
effective enough in grabbing the attention of global customers. In addition, by using online
media platform the organization is successfully able to gather customers’ review. Positive
feedback from the customers’ end helps the organization in gaining motivation and confidence in
providing good services to the organization. On the other hand, organization can develop their
business plans and policies based on the negative feedback collected from the customers’ end.
The study by using appropriate methodological tools have gathered necessary data and
information on how online marketing has expanded the business scope by spreading wings in
multinational countries.
5.2 Motivation and significance of the thesis
This particular research issue has left serious concern on the mind of researchers as well
as practitioners for evaluating the impact of online marketing in real estate management. While
analyzing the case study of Airbnb, the researcher has observed that business managers of
Airbnb are not taking effective initiative for developing their marketing plan by using platforms
of online media. As a result, the organization is facing difficulties in gaining international image
and reputation in the industry of real estate. After identifying the issue the researcher got
motivation on analyzing the impact of online marketing plan for organizational performance
enhancement.

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The study has critically discussed which specific online media platform is effective
enough in creating brand image and reputation. The thesis has also evaluated on how social
media marketing plan can drag the attention of large number of customers (Haynes, Nunnington,
& Eccles, 2017). People from different geographical backgrounds and attitudes are associated
with a business organization. Customers are from different language and psychological
backgrounds and attitudes. In order to get an overview about the products and services customers
belonging to remote areas do not have to visit the in-store house. They can get detailed overview
about the product facility and delivery of services from online media tools (Laudon & Laudon,
2016). As a result, the organization can communicate with the customers directly. However, it
has been observed that Airbnb is not using advanced technology effectively due to which
customers are not aware of their products, services and customer behavior concept. Therefore,
researcher has decided to identify the positive impacts of online marketing for expanding the
business process in multinational countries (Scott, 2015). With the help of proper research
methods data and information is gathered on how social media leaves major impact on the
overall business enhancement. The consumers associated with the business organization are
involved for collecting their point of views regarding the research issue.
5.3 Findings and discussion of the research question:
The research questions that are primarily identified for conducting this study include:
 What is the impact of online marketing on the real estate management in Airbnb?
 What are the different elements of online marketing?
 What are the different factors affecting the real estate management?

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 What should be the recommend suitable strategies for improving their management in
Airbnb?
Based on those four research questions an effective empirical data analysis and a primary
data analysis is conducted for finding a suitable solution of the concerned research issue. It is
however observed that online marketing has immense positive impacts for developing the
business process and for increasing its target market (Sawyer, Crowston & Wigand, 2014).
Airbnb primarily aims to lease and rent their lodging in order to fulfill the needs and demands of
those customers who wish to conduct an outside plan. Therefore, people coming from remote
areas tend to use the services of their organization. As a result, using online media platform is
one of the most effective ways based on which the customers can get detailed overview about the
products and their services (Masalskyte et al., 2014). The customers get ample opportunities in
sharing their feedback regarding the customer service system of Airbnb. As a result, both the
customers and the service providers can share a good bond which ultimately leaves a positive
impact on the overall success of business. While using primary data collection technique the
researcher has focused to involve reliable customers of Airbnb in order to gather data whether
they are influenced on online media promotion of Airbnb. Majority of the respondents have
showed their negative feedback by highlighting the fact that customers do not get enough scope
in getting proper data from the websites or social media pages of Airbnb. The marketing
executives are not concerned to multiply their business concepts beyond going the regional
boundary (Demirkan & Spohrer, 2014).
The second of this research includes different elements of online marketing. Different
elements signify different platforms based on which business organization can conduct their
online marketing process. Data is gathered from literature review that corporate websites, social

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media, search engine are the different platforms where business executives can place their brand
for drawing the attention of large number of customers Alexander (Dietzel et al., 2014). As a
result, both the customers and the service providers get opportunity to make direct interaction
with each other. Airbnb should concentrate on enhancing their marketing budget and policy to
reach the mind of different customers. The third research question focuses to discuss different
factors affecting the real estate management. Before hiring a destination temporarily the
customers tend to focus on overall outlook of the rented apartment. Therefore, property
management technique is one of the most important factors based on which customers’ attention
is highly dependent (Preko, Agbanu & Feglo, 2014). In addition, the customer service system
and behavioral approach of the workforce highly decides whether the organization is able to
meet customers’ needs and demands of real estate industry or not. After evaluating the entire
study it has been concluded that Airbnb has recruited those professionals within their services
who tend to maintain professional approach with the service users. The only issue that is
identified within the business process of Airbnb is lack of proper marketing plan and
development.
While proving the suitable recommend strategies for improving their management in
Airbnb the researcher has suggested that the business experts should increase their budget for
online marketing. As a result, the organization would be able to draw the attention of customers
from other geographical backgrounds (Kasower, 2014). In addition, the customers would be
flexible in providing their feedback regarding the service process of Airbnb. The business
experts based on the collcetd feedback can mould their business strategy and policy in
accordingly. The researcher has recommended that Airbnb should concentrate on rendering
product diversity as well so that the business experts can draw the attention of international

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customers. After using online media as their promotional platform Airbnb would be able to deal
with international customers automatically. As a result, the organization would have to increase
their product variety so that global customers can show their interest in using the products of
Airbnb. After evaluating the findings of four research questions respectively, it can be
concluded that Airbnb needs to re-develop their marketing plans by using online media vehicles
in order to gain business image and sustainability.
5.4 Contribution of the study
This very specific study has left enough contribution in order to make people understand
about the importance of online marketing in enhancing business process and gaining competitors
market threats. By using primary data collection technique the study has directly involved the
customers of Airbnb in order to gather necessary data and information on how this organization
is using online media platform for expanding their entire process of business. The customers
have showed their negative response by highlighting the fact that they are still deprived of
getting any necessary information from online media platform. As a result, customers have to
struggle while using the services. After identifying the problem researchers and practitioners
have raised their voice to evaluate on how online marketing leave major positive impact in
enhancing real estate management.
The result of this specific study proves that online marketing procedure helps immensely
in rendering the success of business. The organization can reach in the multinational countries
with the help of online media platform (Phillips et al., 2017). Automatically, the business experts
get better opportunity in improving their rate of profitability due to the increase of target
customers. This very specific study has given positive influence on the business organizations

23ONLINE MARKETING IN REAL ESTATE MANAGEMENT
like Airbnb so that the business experts intends to use online marketing for expanding their
business process in different geographical boundaries.
5.5 Future research and limitation of the study
However, this study has focused to provide detailed analysis about the impact of online
marketing on the real estate management in Airbnb. In order to evaluate the research issue the
study has highlighted various positive aspects of online marketing and its impact on customers
purchasing behavior. Numerous eminent scholars have provided their own opinion regarding
effects of online marketing, its various elements and some of the major recommendations. Still,
the study is not devoid of some of its major limitations. The researcher has not discussed about
the factors which creates a barrier for implementing online marketing plan for the business
experts. Economic barrier is one of the most challenging factors for Airbnb due to which the
business experts are unable to make effective online marketing plan.
In addition, the marketing executives in order to promote their business online media
need to focus on promotional content as online media can grab the attention of international
customers. However, the researcher could have discussed the obstacles due to which Airbnb is
facing challenges in effective online marketing for business expansion. On the other hand, the
study has only focused on quantitative data analysis based on which the researcher is unable to
make comparative analysis with quality data analysis as well. In this kind of situation, the total
number of respondents could have been 100 instead of 50. Only 50 respondents are not
sufficient enough in gathering effective data and information from various resources. In addition,
the research process could have been more time consuming. The researcher could have taken
more time in gathering necessary data and information.

24ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Therefore, based on the limitations identified from the study the researcher could have
focused to overcome those limitations in future. While conducting the research based on that
specific topic the researcher should focus on making critical analysis about the factors which are
becoming a barrier in implementing online marketing. In addition, the researcher would have to
take large number of sample size for collecting adequate data and information regarding the
research topic.

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Reference List:
Alexander Dietzel, M., Braun, N., & Schäfers, W. (2014). Sentiment-based commercial real
estate forecasting with Google search volume data. Journal of Property Investment &
Finance, 32(6), 540-569.
Demirkan, H., & Spohrer, J. (2014). Developing a framework to improve virtual shopping in
digital malls with intelligent self-service systems. Journal of Retailing and Consumer
Services, 21(5), 860-868.
Haynes, B., Nunnington, N., & Eccles, T. (2017). Corporate real estate asset management:
Strategy and Implementation. Taylor & Francis.
Kasower, S. (2014). U.S. Patent No. 8,660,919. Washington, DC: U.S. Patent and Trademark
Office.
Laudon, K. C., & Laudon, J. P. (2016). Management information system. Pearson Education
India.
Masalskyte, R., Andelin, M., Sarasoja, A. L., & Ventovuori, T. (2014). Modelling sustainability
maturity in corporate real estate management. Journal of Corporate Real Estate, 16(2),
126-139.
Phillips, P., Barnes, S., Zigan, K., & Schegg, R. (2017). Understanding the impact of online
reviews on hotel performance: an empirical analysis. Journal of Travel Research, 56(2),
235-249.
Preko, A., Agbanu, S. K., & Feglo, M. (2014). Service delivery, customer satisfaction and
customer delight in the real estate business. Evidence from Elite Kingdom investment