DIGITAL MARKETING AND PERFORMANCE OF REAL ESTATE INDUSTRY IN RWANDA - A CASE OF ULTIMATE DEVELOPERS LTD

Abstract

: Organizations adopt advanced advertising worldwide to cut costs, boost sales, and enhance customer relationships. In India and Africa, digital marketing transforms customer interaction. In Rwanda, real estate drives economic growth through initiatives like the Kigali Masterplan and secondary cities’ development. As a result, the researcher felt it was important to investigate the impact of digital marketing on the performance of real estate in Rwanda, using data from Ultimate Developers Ltd.

Materials and Methods: The study population comprised 553 staff, contractors, and customers of UDL Plc. A sample size of 138 was determined using Slovin's formula, with 114 well-filled responses returned. Questionnaires were used to collect primary data. Descriptive research design, correlation analysis, and multiple regression were employed, utilizing SPSS version 27.

Results: Regression analyses revealed significant findings: Website marketing contributed 69.7%, Social media marketing contributed 77.3%, and Content marketing contributed 62.6% to the performance in UDL. Customer perceptions were found to moderate the relationship between digital marketing and performance.

Conclusion: The study rejects hypotheses Ho1, Ho2, and Ho3 while accepting Ho4 at a 5% significance level. It recommends that UDL improve its website for an enhanced customer experience.