Abstract:
Social media has become a crucial tool for real estate promotion, enabling companies to connect with
potential buyers,showcase properties, and build brand awareness. By utilizing platforms like Facebook,
Instagram,YouTube and Linkedin, real estate professionals can exoand their reach, generate leads, and
foster stronger relationships with clients.Effective social media strategies involve engaging content,
targeted advertising, and leveraging platform features to reach the right audience. A quantitative
research approach was employed, utilizing structured questionnaires distributed to a sample of Ayat Real
Estate customers. Data were analyzed using statistical tools including descriptive analysis, correlation,
and regression analysis. The study adopts a quantitative research approach to systematically examine the
relationship among the variables. Data were collected through structured questionnaires distributed to a
sample of current and potential customers of Ayat Real Estate who are active on various social media
platforms such as Facebook, Instagram, and YouTube. Findings from the study indicate that social media
marketing has a statistically significant and positive effect on customer buying behavior. More
specifically, social media platforms serve as effective tools for creating awareness, delivering
promotional content, and engaging with customers in real time. Additionally, the research demonstrates
that trust in the company and its brand image act as mediating factors that strengthen the impact of
social media marketing on purchase decisions. The study concludes that strategic utilization of social
media platforms can enhance customer trust and brand image, ultimately leading to increased purchase
behavior and actual sales in the real estate sector. The stdudy recommends that the company adopts a
more customer centric digital marketing approach, focus on creating valuable and interactive online
conent that builds brand loyalty and encourages purchasing decisions.
