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The aim of this study is to examine the use of Virtual Reality (VR) in Pakistan's real estate business/sector to determine how VR technology can be practised to improve real estate marketing and increase industry competitiveness. This study used qualitative technique to collect data through interviews. However, the interviews were carefully selected to acquired close about virtual reality, as well as perspectives that may be unexpected or underexplored within the real estate sector. The findings prove that VR marketing in real estate sectors focuses on the initial phases of awareness and decision-making process. However, there was a crucial gap in VR incorporation across the whole property buying experience. Although VR develops requirements and better consumer experiences, it often overlooks the vital issue of increasing both corporate and customer value. The results highlight the need to optimize customer journeys while considering omni-channel and cross-channel factors to deliver a consistent VR-integrated consumer understanding. This study investigated the possible of VR in the Pakistani real estate business, providing the existing body of knowledge. This explores how VR can be utilized as a valuable tool for real estate marketing and competitiveness development. Moreover, it presents new insights and hassles the necessity for a complete strategy for VR integration, thereby providing a distinct element to the exchange around VR technology in the real estate sector.
Riaz et al. (Sun,) studied this question.
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