Airbnb Case Study: Online Marketing in Real Estate Management Impact

This case study investigates the impact of online marketing on real estate management, using Airbnb as a central example. It explores the shift from traditional marketing methods to online platforms, emphasizing the importance of digital marketing and e-commerce for modern businesses. The study aims to determine the relationship between online marketing strategies and real estate management effectiveness within Airbnb's operational model. Key areas of focus include identifying the elements of online marketing that most significantly affect real estate management, such as corporate websites, social media marketing, search engine optimization (SEO), and search engine marketing (SEM). The research employs a conclusive research design, utilizing quantitative data analysis to validate hypotheses related to the impact of online marketing on factors influencing real estate management. Ultimately, the study seeks to provide actionable recommendations for Airbnb to improve their online marketing strategies, thereby enhancing their real estate management practices and addressing consumer grievances effectively. Desklib offers a range of resources, including similar case studies and solved assignments, to support students in their academic endeavors.

Running head: ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Online marketing in real estate management
Name of the student
Name of the university
Author note

1ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Executive Summary
This study evaluated the impact of online marketing in the real estate management.
Globalization had changed the business scenario drastically and with the advent of the web 2.0,
there has been drastic increase in the connectivity and availability of data in the online platform.
Now after decades of evolution, the online medium plays a crucial in modern business
organization where digital marketing and ecommerce is essential for sustainability of
organizations in different industries. The conclusion that had been drawn from the study is that
there is positive relationship between real estate management and online marketing. There is
strong positive correlation between the two factors which means that positive improvement in
online marketing will improve real estate. Therefore, Airbnb should improve their online
marketing as it would enable them to manage their real estate business in a better way.

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Table of Contents
Chapter 1 Introduction.....................................................................................................................5
1.1 Introduction................................................................................................................................5
1.2 Motivations for the research......................................................................................................5
1.3 The significance of the study.....................................................................................................6
1.4 Research question......................................................................................................................6
1.5 Research Design........................................................................................................................7
1.6 Theoretical orientation...............................................................................................................8
1.7 Expected findings and applications...........................................................................................8
1.8 Structure of the thesis................................................................................................................8
1.9 Conclusion.................................................................................................................................9
Chapter 2: Literature Review.........................................................................................................10
2 Literature Review.......................................................................................................................10
2.1 Introduction..............................................................................................................................10
2.2 Online marketing.....................................................................................................................10
2.3 Elements of online marketing..................................................................................................11
2.4 Real estate management..........................................................................................................12
2.5 Factors affecting real estate management................................................................................13
2.6 Impact of online marketing on real estate management..........................................................14
2.7 Conclusion...............................................................................................................................14

3ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Chapter 3: Research Design...........................................................................................................15
3.1 Research Overview..................................................................................................................15
3.2 Hypotheses...............................................................................................................................15
3.3 Research Questions..................................................................................................................15
3.4 Research Design Analysis.......................................................................................................15
3.5 Instrumentation........................................................................................................................16
3.6 The Survey...............................................................................................................................16
3.7 Validity of the Survey..............................................................................................................17
3.8 The Interviews.........................................................................................................................17
3.9 Validity of the Interviews........................................................................................................17
3.10 Ethical Considerations...........................................................................................................18
3.11 Limitations of the Methodology............................................................................................18
3.12 Conclusion.............................................................................................................................18
Chapter 4: Findings and analysis...................................................................................................19
4.1 Quantitative analysis................................................................................................................19
4.1.1 Demographic questions........................................................................................................19
4.1.2 Questions on online marketing.............................................................................................20
4.1.3 Questions on real estate management...................................................................................24
5.0 Conclusion...............................................................................................................................36
References......................................................................................................................................37

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5ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Topic: Impact of online marketing in real estate management- “A case study of Airbnb”
Chapter 1 Introduction
1.1 Introduction
This is a study which will evaluate the impact of online marketing in the real estate
management. Globalization has changed the business scenario drastically and with the advent of
the web 2.0, there has been drastic increase in the connectivity and availability of data in the
online platform. Now after decades of evolution, the online medium plays a crucial in modern
business organization where digital marketing and ecommerce is essential for sustainability of
organizations in different industries. In this scenario, the study has taken Airbnb as the
organization for the research which operates at the online medium. Airbnb is an American
organization operating in the hospitality sector, providing lease and short term lodging. The
organization acts a mediator where they assist their consumers to find homely environment while
they are on vacations.
1.2 Motivations for the research
Digital marketing is the modern approach to marketing and most of the companies are
using Omni channel marketing to gain competitive advantage in the market. However, Airbnb is
a firm operating only on the online platform and in the real estate sector developing trust is
important. Therefore, human interaction plays an important role in the success of the companies
in the real estate industry. This is a significantly motivating factor for conducting this research
as it is interesting to identify the ways the companies operating only in the online platform
develop their relationship with the target customer (Jones & Livingstone, 2015). Therefore, the

6ONLINE MARKETING IN REAL ESTATE MANAGEMENT
research topic is quite relevant in the modern business scenario and will benefit start up firms
trying to operate in the real estate having minimum infrastructure and capital as it will consist of
relevant findings contributing to the global real estate industry. Moreover, the organization has
been facing issues in their management where multiple consumers have been trying to solve their
grievances. Therefore, the research will try to provide relevant recommendations to the
organization for solving their problem.
1.3 The significance of the study
The study is highly significant as it deals with the case of Airbnb which is an online
broker acting as a mediator between the consumer and the host. The role of online marketing in
real estate management is significant but there have been contradictory opinions where some
authors are against the above statement. Therefore, the study will evaluate those contradictory
statements to identify whether the statement holds true or not (Haynes, Nunnington & Eccles,
2017). Moreover, firms use Omni channel marketing so that they can develop relationship with
the consumers by personally interacting with customers. In this scenario, the study will also
identify the effect of online marketing for those companies solely dependent on the online
medium. The study will examine the different factors essential for real estate management and
how the different elements of online media are affecting those factors.
1.4 Research question
Research objectives
 To examine the impact of online marketing on the real estate management in Airbnb
 To identify the different elements of online marketing

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 To identify the different factors affecting the real estate management
 To recommend suitable strategies for improving their management in Airbnb
Research questions
 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?
1.5 Research Design
Research design defines the different methods and frameworks that will be used in the
study. Research design depends on the nature and objective of the study. Research design can be
exploratory and conclusive depending on the requirements. Exploratory research uses a
descriptive method to explore different literature but there is fixed conclusion to it. This means a
study may not have provide any specific conclusion and provide multiple alternatives for a
specific problem. However, in case of conclusive research the study will have a specific
conclusion and the literature will be developed based on the conclusion. The study will aim to
validate the conclusion by evaluating the problem which means that deriving a valid inference
from the discussed problem is the main purpose of the study. In this present study, conclusive
research design will be used where the quantitative data analysis will conducted to validate the
derived hypothesis.

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1.6 Theoretical orientation
This study is based on the reality and truth oriented correspondence theory where
positivism is the philosophy of research and deductive approach will be used to validate the
hypothesis in the study. Positivism is based on observation and it is used to derive realistic data.
Therefore, phenomenon will be observed, data will be collected and analyzed. The data collected
using positivism can be quantified by applying statistical techniques. Therefore, the data
collected has to be discrete and observable other data analysis is not possible. The deductive
approach will prove the hypothesis developed in the literature review of the study.
1.7 Expected findings and applications
The study is expected to establish a positive relationship between the online marketing
and real estate management. The important elements if online marketing will be identified and
its impact on the factors of real estate management will be established to provide
recommendation to Airbnb.
1.8 Structure of the thesis

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1.9 Conclusion
This chapter of the study introduces the readers with the research context, the objective
and the significance in the modern business context. The frameworks have been described so
that the premises and the research problem are clear to the readers.

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Chapter 2: Literature Review
2 Literature Review
2.1 Introduction
As stated by Eraker et al., (2015), the growth of the internet would significantly impact
the market for the real estate companies and brokerage related services. However, there has been
considerable reduction in the man power involved in the real estate industry. Moreover, there
has been considerable increase in the support services in the industry. On the contrary, Phillips et
al., (2017) stated that growth of the online media will have adverse effect on the industry and the
management of the real estate has become a tough act for the firms in the industry.
2.2 Online marketing
The availability of the information about different sectors is high and majority of the
customers are reliant on the information available on the internet. As stated by Li and Kannan,
(2014), the online media platform has readily replaced the other tradition form of marketing such
as TV, radio and newspaper. There are large numbers of companies that use online platform as a
virtual marketplace. Therefore, the consumers have the opportunity of comparing information on
different websites to find their suitable service and product. There are different components of
the online platform but the most essential components of online marketing are the corporate
websites, social media platforms, SEO (search engine optimization) and Search engine
marketing (SEM). These elements if used effectively will provide a company with competitive
advantage in the market.

11ONLINE MARKETING IN REAL ESTATE MANAGEMENT
2.3 Elements of online marketing
According to Srinivasan, Rutz and Pauwels (2016), the different element of online
marketing is essential for having a better management in the real estate market. The different
elements of online marketing will be described in detail.
Corporate websites
The consumers use the internet platform to gain qualitative information regarding
different topics. Therefore, the company corporate website should contain proper, sufficient and
complete information regarding the company otherwise; they will leave the website due to lack
of information (Scott 2015). The different website quality factors are customer confidence,
customer relationship services, ease of use and online resources. Therefore, in order to provide
the consumer with best possible experience these factors are essential.
Social media marketing
As opined by Hollensen and Raman (2014), social media marketing is one of the
important component of online marketing. The number of subscribers to the social networking
sites and microblogging sites have increased significantly. The organizations having strong
social media presence have a competitive advantage as they can directly communicate with the
consumers. The firms share important information about the different products they are
developing and the feedback of the customers are crucial. Customers liking the product of the
organization will share the company posts which is a free publicity for the organization.

12ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Search engine optimization and marketing
Search engine optimization is the ability of the organization to rearrange the web pages
so that the company website appears on the top of the search engine results. This depends on the
relevancy of the website in context to the searched keywords. Therefore, the organization will
have to design their websites as such that it is significantly relevant (Lukito, Lukito & Arifin,
2015). On the other hand, search engine marketing is a paid service where the organization pays
capital to google to promote their website so that the firm’s website appears on the first page of
the search engine based on the chosen keywords.
2.4 Real estate management
According to Katzler, Berggren and Gustafsson, (2017), real estate management is the
operations, oversight and control of real estate and this is similar to management of any
organization. Therefore, it is essential to organization to take care of the company properties that
are to be sold or are on rent or lease. The proper maintenance of property including repairing and
cleaning are the few aspects of real estate management. On the other had, the management of the
real estate means that managing the operation of the company in developing effective real estate
properties. Therefore, it depends on the nature and purpose of the real estate companies how
management will be executed. There are certain companies acting as a broker and provides
lodging options at rent and lease to the consumers but none of the properties are owned by the
organization. These means that management of these properties are much more important as they
clients are availing the service based on the developed trust on the companies.

13ONLINE MARKETING IN REAL ESTATE MANAGEMENT
2.5 Factors affecting real estate management
The different factors affecting the management of the real estate are property
management, workforce management and consumer management.
Property management
The consumers choose their holiday destination, rented apartment and permanent
apartments based in the look and the facilities they can avail (Chotipanich & Issarasak, 2017).
Therefore, effective management of property is important in attracting the consumers and sales
of the properties. Consumers focus on the amenities as convenience is prime factor for selecting
a property.
Workforce management
Workforce management is essential for gaining competitive advantage in the market and
real estate deals with selling of properties so developing a good relationship with the consumers
and convincing them to purchase is a necessary skill (Ilk, Brusco & Goes, 2018). Therefore,
providing the employees with effective training so that they can perform at their full potential is
essential for organizational success.
Consumer management
The real estate business deals with potential buyers all the time and selling their products
is the key to maintaining their sustainability. The real estate companies are focusing on providing
the consumers with best possible physical and virtual experience (Dessart, Veloutsou & Morgan-
Thomas, 2015). Customer experience management starts at before the purchase till the end of the

14ONLINE MARKETING IN REAL ESTATE MANAGEMENT
purchase. The firms analyse these factors to provide the consumers with the best possible
experience.
2.6 Impact of online marketing on real estate management
Online marketing has a deep role in management of real estate and with the advent of the
digital marketing era online marketing plays a huge role in organizational success. The
organizations having string digital presence have a better opportunity of gaining competitive
advantage. Moreover, if the quality of the product and the service is good, word of mouth and
good ratings increases the organizational business significantly (Arndt et al., 2017). However,
negative comments and feedbacks will have negative impact on the image of the firms.
Therefore, it can be said that there is strong direct relationship between the two factors.
2.7 Conclusion
Thus, the literature review has been able to establish the relationship between real estate
management and online marketing. The discussed literature indicates the same thing that there is
impact of online marketing on real estate management.

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Chapter 3: Research Design
3.1 Research Overview
Research methodology is an orderly approach of selecting research tools for obtaining
desired result. Research methodology can be of different types based on the nature of the
purpose of the study (Taylor, Bogdan, & DeVault, 2015). This is a study which is applied as it
deals with the real life problem and the findings of the study can mitigate the issues faced by
Airbnb. Therefore, the research design has been developed based on the nature of the study and
will consist of a conclusive study with specific solutions to the issues.
3.2 Hypotheses
H0- Online marketing does not have impact of on the real estate management in Airbnb
H1- Online marketing does have impact of on the real estate management in Airbnb
3.3 Research Questions
 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?
3.4 Research Design Analysis
Research design analysis shows that the study will use primary data collection method as
quantitative data analysis is the method of analysis. Positivism and deductive approach has been

16ONLINE MARKETING IN REAL ESTATE MANAGEMENT
chosen for proving the hypothesis. Positivism and deductive approach will facilitate in
collecting data for analysis (Kratochwill, 2015). The research will use mono method as it
consists of a single design in research. Therefore, quantitative analysis is the basis for
developing research findings. The study will use sampling to select sample population from the
whole sample. Randomization is the basis of selecting the sample population in the study so
simple random sampling will be used. The study has made an effort to improve the validity and
reliability of the survey by using different reliability and validity methods.
3.5 Instrumentation
In this study quantitative analysis will be used where the data collected will be developed
into frequency tables. This will facilitate in development of graphs and chart for representing the
data. Ms excel is the statistical tool used for analysing the collected where regression analysis
will be used for validating the research hypothesis (Flick, 2015). Regression analysis is the
method of developing the relationship between the dependent variable and the independent
variable. It defines the degree and nature of relationship between the variables.
3.6 The Survey
In this study, close ended questionnaire will be developed for facilitating the quantitative
analysis of data. The survey will be conducted on the consumers in the market so close ended
questionnaire is appropriate as they have minimal knowledge about the terminologies and
management theories (Panneerselvam, 2014). This will enable to gather valid answers from the
respondents taking part in the survey. Initially the data was collected from 200 respondents and
then simple random sampling has been used to reduce the sample population to 50.

17ONLINE MARKETING IN REAL ESTATE MANAGEMENT
3.7 Validity of the Survey
Initially, after developing the questionnaire pilot test was conducted and the questionnaire
was sent to 20 respondents to check whether the questions are valid or not. In order to check the
reliability and validity of the questionnaire, the study has conducted test rated validity and
construct validity to check for multiple data sets whether similar results are obtained or not.
3.8 The Interviews
The study consists of a single research design and quantitative analysis is the method of
developing appropriate so no interviews have been conducted. In this research, qualitative
analysis has not been taken into account which means that personal interviews have not been
conducted. However, conducting personal interviews would have been beneficial for the study as
the result form the qualitative analysis can be compared with the result obtained from the
quantitative analysis. Therefore, it could have provided a different dimension to the study.
However, the single design and mono method is one of the limitations in the study.
3.9 Validity of the Interviews
It is difficult to measure the validity of the interviews and pilot testing is one of the
simplest ways of validating interviews. Initially, in order to validate the interviews, structured
questionnaire with open ended questions have to be developed which will be sent out for mock
interviews. These will check whether appropriate responses are being gathered from the
questions or not. Moreover, this will help to set the target audience for the interview. However,
in this study no interview has been conducted as quantitative analysis has been set as the method
of data collection and analysis.

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3.10 Ethical Considerations
In this study, the respondents have been made aware of the purpose of the study in order
to maintain the objectivity. It is important to maintain the privacy of the respondents so the
respondents have been kept anonymous in the study (Greenfield, 2016). The respondents have
not been forced to take part in the study and they have taken part in the survey of their own free
will. The data collected in the study has not been manipulated and biased to obtain the desired
result.
3.11 Limitations of the Methodology
In this study, a single research design has been used which is one of the major limitation.
The study uses only quantitative analysis of data so the results cannot be compared with
qualitative data to provide a different dimension. Moreover, the research methodology has been
based on the issues identified in Airbnb so it may not be applicable for the other companies in
the same segment.
3.12 Conclusion
This chapter of the study has developed the appropriate research methodology and design
to be used in the research. The different methodologies and the limitation of using each of them
have been discussed to ensure that the readers are aware of the assumptions.

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Chapter 4: Findings and analysis
4.1 Quantitative analysis
4.1.1 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
(Source: As created by author)
34%
66%
Gender

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Graph 1: Gender
(Source: As created by author)
Findings
This question will address the gender of the respondents. The findings show that 34% of
the respondents are male and the remaining respondents are female. The study can evaluate the
opinion of the respondents depending upon their gender.
4.1.2 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
Strongly disagree 18 36% 50
Table 2: Knowledge
(Source: As created by author)

21ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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)
Findings
The findings of the study show that majority of the respondents have not gain knowledge
about the organization through the online media and other information platforms have been
instrumental in providing the respondents with the information.
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
Indifferent 2 4% 50

22ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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)
Findings
The majority of the respondents are in disagreement with the question and they have not
gained information about the organization from social media platforms. This indicates that the
organization does not have string social media presence.

23ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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
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

24ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Graph 4: Daily updates
(Source: As created by author)
Findings
The majority of the respondents think that the daily updates about the organization are
not helpful. This indicates that either the information provided by the organization is not relevant
or they are targeting the wrong consumers.
4.1.3 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)

25ONLINE MARKETING IN REAL ESTATE MANAGEMENT

26ONLINE MARKETING IN REAL ESTATE MANAGEMENT
16%
2%
4%
38%
40%
parity
Strongly Agree Agree Indifferent Disagree Strongly disagree
Graph 5: parity
(Source: As created by author)
Findings
The finding highlights that majority of the respondents feel that there is no parity between
the online information and actual lodging sites. This means that they have faced issues and there
have where the promised product and service is not received.
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

27ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Disagree 22 44% 50
Strongly disagree 17 34% 50
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
The findings of the study show that majority of the respondents are not in agreement with
the question and they are not satisfied with the service provided by the organization. Therefore,

28ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Airbnb has not been able to develop management system to provide the desired service to the
consumers.
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
response
Total respondents
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

29ONLINE MARKETING IN REAL ESTATE MANAGEMENT
(Source: As created by author)
Findings
The majority of the respondents are not attracted by the online marketing programs
implemented by the organization. Therefore, the organization has not been able to develop
effective online marketing strategies to grab the attention of the target market.
Regression analysis
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

30ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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
651
0.12671
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
-
0.06237
6201
0.62234
3812
-
0.06237
6201
X Variable 1
0.94646
3608
0.042140
636
22.4596
423
4.10208
E-27
0.86173
4183
1.03119
3034
0.86173
4183
PROBABILITY
OUTPUT

31ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Percentile Y
1
1.33333
3333
3
1.33333
3333
5
1.33333
3333
7
1.66666
6667
9
1.66666
6667
11
1.66666
6667
13
1.66666
6667
15
1.66666
6667
17
1.66666
6667

32ONLINE MARKETING IN REAL ESTATE MANAGEMENT
19 3
21 3
23 4
25 4
27 4
29 4
31
4.33333
3333
33
4.33333
3333
35
4.33333
3333
37
4.33333
3333
39
4.33333
3333
41
4.33333
3333

33ONLINE MARKETING IN REAL ESTATE MANAGEMENT
43
4.33333
3333
45
4.33333
3333
47
4.33333
3333
49
4.33333
3333
51
4.33333
3333
53
4.33333
3333
55
4.33333
3333
57
4.33333
3333
59
4.66666
6667
61 4.66666

34ONLINE MARKETING IN REAL ESTATE MANAGEMENT
6667
63
4.66666
6667
65
4.66666
6667
67
4.66666
6667
69
4.66666
6667
71
4.66666
6667
73
4.66666
6667
75
4.66666
6667
77
4.66666
6667
79
4.66666
6667

35ONLINE MARKETING IN REAL ESTATE MANAGEMENT
81
4.66666
6667
83
4.66666
6667
85
4.66666
6667
87
4.66666
6667
89 5
91 5
93 5
95 5
97 5
99 5

36ONLINE MARKETING IN REAL ESTATE MANAGEMENT
0 20 40 60 80 100 120
0
1
2
3
4
5
6
Normal Probability Plot
Sample Percentile
Y
1 1.5 2 2.5 3 3.5 4 4.5 5 5.5
0
1
2
3
4
5
6
f(x) = 0.964761904761904 x + 0.0652698412698425
R² = 0.913112033564242
regression analysis
online marketing
real estate management
Analysis
Regression will determine the nature and degree of relationship between online
marketing and real estate management. The value of multiple R is 0.955568958 that is almost
equal to 1. Therefore, there is strong correlation between the online marketing and real estate
marketing. Moreover, this shows that the goodness of fit of the model is high. The value of R² is
0.9131, which means that the independent variable is able to explain the 91.31% of the
dependent variable. There is random variability of 8.69% which is quite common in practical
research of this type. Moreover, this also shows that majority of the data will fall within the

37ONLINE MARKETING IN REAL ESTATE MANAGEMENT
regression line. The value of F statistics is 4.10208E-27, which is less than 0.05 so the null
hypothesis can be rejected. The alternative hypothesis in the study has been accepted and so
there is positive impact of online marketing on real estate management. The regression line in
the study is y = 0.9648x + 0.0653, where x is online marketing and y is real estate management.
When value of x is put as 1 then the value of y is 1.0301 and this shows that with 1 unit increase
in the value of x there is 1.0301, increase in the value of the y.
5.0 Conclusion
Thus, the conclusion that can be drawn from the study is that there is positive relationship
between real estate management and online marketing. There is strong positive correlation
between the two factors which means that positive improvement in online marketing will
improve real estate. Therefore, Airbnb should improve their online marketing as it will enable
them to manage their real estate business in a better way. They have to take feedbacks from the
consumers and constantly develop a convenient platform for the consumers so that they can be in
contact with the organization at every touch point.

38ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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