From Likes to Earnings: The Lived Experiences of Real Estate Professionals Using Social Media Marketing

This study explores the lived experiences of licensed real estate professionals and agents who use social media in marketing properties that lead from “likes to earnings” in Cebu City, Philippines. Creating a prospective client and boosting sales listings for their promotional advertisements on social media is essential. The research provides the theory on the role of social media marketing and sales in the real estate market. It is based on the Social Media Engagement Theory (SMET) described by Kaplan and Heinlein, which emphasizes the role of user interaction or engagement on social media platforms. Moreover, the paper investigates social media user engagement and examines the interplay between social relations and digital tools. Although SMET has limitations, it is crucial as it guides social media marketing strategies and helps understand user behavior. The research is a qualitative method and uses interpretive hermeneutic research design principles to interpret the data. Furthermore, the study’s findings show the implications of social media marketing, including the utilization of digital tools strategically, ethical conduct, and lifelong learning to maintain leads and targeted clients’ buying behavior. Further, the SOSIS Marketing Model for real estate practitioners as an output of this study would greatly help improve the overall performance of both real estate practitioners and agents. In essence, this study helps recognize social media’s engagement in the real estate industry with feasible implications for professionals in the sector to develop efficient marketing strategies.