Online Marketing Impact on Real Estate Management at Airbnb

This report analyzes the impact of online marketing on real estate management, using Airbnb as a case study. The study examines the relationship between online marketing strategies and real estate management, including an analysis of consumer satisfaction, social media effectiveness, and the impact of daily updates. Quantitative data, including demographic information and responses to questions about online marketing and real estate management, are analyzed using tables, graphs, and regression analysis. The findings reveal a strong positive correlation between online marketing effectiveness and real estate management, highlighting areas where Airbnb's online marketing strategies are lacking. The report identifies key elements of online marketing, such as corporate websites, social media, and search engine optimization, and also addresses factors affecting real estate management, including property, workforce, and consumer management. The study recommends strategies for improving Airbnb's management, emphasizing the need for enhanced customer service, better property management, and improved online marketing efforts to attract the right consumers and increase customer satisfaction.

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
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

3ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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

4ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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

5ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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)

6ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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)

7ONLINE 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
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

8ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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

9ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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

10ONLINE MARKETING IN REAL ESTATE MANAGEMENT
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