Assessment of Social Media Marketing as a Tool for Enhancing Estate Agency Practice in
Alimosho Local Government Area, Lagos State
, Chapter 1
Introduction
1.1 Background of The Study
The practice of estate agency has continued to evolve in response to changes in technology,
communication systems, and consumer behavior. Traditionally, estate agency activities in
Nigeria relied heavily on physical marketing methods such as newspaper advertisements,
signboards, word-of-mouth referrals, flyers, and direct client engagement. These conventional
approaches, although effective in earlier years, are now being gradually replaced or
supplemented by digital marketing strategies driven by internet-based technologies.
The emergence of digital marketing has significantly transformed how goods and services are
promoted globally, including within the real estate sector. Digital marketing involves the use of
internet-enabled platforms such as websites, search engines, email systems, and social media
platforms to promote services and interact with clients. Among these, social media marketing has
become one of the most influential tools in modern estate agency practice due to its accessibility,
speed, and wide audience reach.
Social media platforms such as Facebook, Instagram, WhatsApp, Twitter (X), TikTok, and
Snapchat have become essential tools for estate practitioners in advertising properties,
communicating with clients, and generating leads. These platforms allow estate agents to upload
property images, videos, and descriptions, thereby increasing visibility and accelerating property
transactions. According to Kotler and Armstrong (2018), digital communication channels have
reshaped marketing by enabling direct and interactive engagement between businesses and
consumers.
,In recent years, social media marketing has further evolved beyond simple posting of property
advertisements. Modern digital marketing practices now include paid advertisements, targeted
audience campaigns, influencer marketing, automated messaging tools, analytics tracking, and
the use of artificial intelligence (AI) tools for content creation such as property graphics and
video editing. These innovations have improved the efficiency and competitiveness of estate
agency practice.
In Nigeria, particularly in Lagos State, the adoption of social media marketing among estate
practitioners has increased due to high internet penetration, smartphone usage, and growing
demand for rental and commercial properties. Estate firms now rely on platforms like WhatsApp
Business, Facebook Marketplace, and Instagram reels to reach prospective clients within and
outside their immediate environment.
However, despite the benefits associated with social media marketing, many estate practitioners
in areas such as Alimosho Local Government Area still operate at a basic level of digital
adoption. Most practitioners use social media primarily for simple property postings without
fully exploring advanced tools such as paid advertisements, algorithm optimization, influencer
collaboration, and AI-assisted marketing tools. This limited utilization may reduce their
competitiveness in a rapidly evolving digital real estate market.
Therefore, it becomes necessary to assess social media marketing as a tool for enhancing estate
agency practice in Alimosho Local Government Area of Lagos State, with particular attention to
both basic and emerging digital marketing strategies.
, 1.2 Statement of The Research Problem
Despite the increasing adoption of social media platforms in Nigeria, many estate practitioners in
Alimosho Local Government Area still face challenges in fully utilizing social media marketing
to enhance estate agency practice. Most practitioners rely on basic posting of property
advertisements on platforms such as WhatsApp, Facebook, and Instagram without strategically
applying advanced digital marketing tools that could improve visibility and client engagement.
In many cases, estate agents do not make use of paid advertising features, audience targeting
systems, analytics tools, influencer marketing, or artificial intelligence-based content creation
tools. This limits the effectiveness of their online marketing efforts and reduces their ability to
compete in an increasingly digital real estate market.
According to Akinwamide and Bello (2024), digital marketing significantly improves property
visibility and client engagement when properly utilized. However, in practice, many estate firms
still lack adequate digital marketing knowledge and skills to maximize these benefits.
Furthermore, issues such as lack of digital literacy, fear of online fraud, inconsistent online
presence, and inadequate understanding of evolving social media algorithms continue to affect
effective adoption of social media marketing strategies among estate practitioners.
As a result, there is a gap between the potential benefits of modern social media marketing tools
and the actual level of their usage among estate practitioners in Alimosho Local Government
Area. This study therefore seeks to examine the extent to which social media marketing,
including both basic and advanced digital tools, enhances estate agency practice in the study
area.
Alimosho Local Government Area, Lagos State
, Chapter 1
Introduction
1.1 Background of The Study
The practice of estate agency has continued to evolve in response to changes in technology,
communication systems, and consumer behavior. Traditionally, estate agency activities in
Nigeria relied heavily on physical marketing methods such as newspaper advertisements,
signboards, word-of-mouth referrals, flyers, and direct client engagement. These conventional
approaches, although effective in earlier years, are now being gradually replaced or
supplemented by digital marketing strategies driven by internet-based technologies.
The emergence of digital marketing has significantly transformed how goods and services are
promoted globally, including within the real estate sector. Digital marketing involves the use of
internet-enabled platforms such as websites, search engines, email systems, and social media
platforms to promote services and interact with clients. Among these, social media marketing has
become one of the most influential tools in modern estate agency practice due to its accessibility,
speed, and wide audience reach.
Social media platforms such as Facebook, Instagram, WhatsApp, Twitter (X), TikTok, and
Snapchat have become essential tools for estate practitioners in advertising properties,
communicating with clients, and generating leads. These platforms allow estate agents to upload
property images, videos, and descriptions, thereby increasing visibility and accelerating property
transactions. According to Kotler and Armstrong (2018), digital communication channels have
reshaped marketing by enabling direct and interactive engagement between businesses and
consumers.
,In recent years, social media marketing has further evolved beyond simple posting of property
advertisements. Modern digital marketing practices now include paid advertisements, targeted
audience campaigns, influencer marketing, automated messaging tools, analytics tracking, and
the use of artificial intelligence (AI) tools for content creation such as property graphics and
video editing. These innovations have improved the efficiency and competitiveness of estate
agency practice.
In Nigeria, particularly in Lagos State, the adoption of social media marketing among estate
practitioners has increased due to high internet penetration, smartphone usage, and growing
demand for rental and commercial properties. Estate firms now rely on platforms like WhatsApp
Business, Facebook Marketplace, and Instagram reels to reach prospective clients within and
outside their immediate environment.
However, despite the benefits associated with social media marketing, many estate practitioners
in areas such as Alimosho Local Government Area still operate at a basic level of digital
adoption. Most practitioners use social media primarily for simple property postings without
fully exploring advanced tools such as paid advertisements, algorithm optimization, influencer
collaboration, and AI-assisted marketing tools. This limited utilization may reduce their
competitiveness in a rapidly evolving digital real estate market.
Therefore, it becomes necessary to assess social media marketing as a tool for enhancing estate
agency practice in Alimosho Local Government Area of Lagos State, with particular attention to
both basic and emerging digital marketing strategies.
, 1.2 Statement of The Research Problem
Despite the increasing adoption of social media platforms in Nigeria, many estate practitioners in
Alimosho Local Government Area still face challenges in fully utilizing social media marketing
to enhance estate agency practice. Most practitioners rely on basic posting of property
advertisements on platforms such as WhatsApp, Facebook, and Instagram without strategically
applying advanced digital marketing tools that could improve visibility and client engagement.
In many cases, estate agents do not make use of paid advertising features, audience targeting
systems, analytics tools, influencer marketing, or artificial intelligence-based content creation
tools. This limits the effectiveness of their online marketing efforts and reduces their ability to
compete in an increasingly digital real estate market.
According to Akinwamide and Bello (2024), digital marketing significantly improves property
visibility and client engagement when properly utilized. However, in practice, many estate firms
still lack adequate digital marketing knowledge and skills to maximize these benefits.
Furthermore, issues such as lack of digital literacy, fear of online fraud, inconsistent online
presence, and inadequate understanding of evolving social media algorithms continue to affect
effective adoption of social media marketing strategies among estate practitioners.
As a result, there is a gap between the potential benefits of modern social media marketing tools
and the actual level of their usage among estate practitioners in Alimosho Local Government
Area. This study therefore seeks to examine the extent to which social media marketing,
including both basic and advanced digital tools, enhances estate agency practice in the study
area.
