APPRAISAL OF SOCIAL MEDIA EFFECTIVENESS IN REAL ESTATE MARKETING, IN LEKKI, LAGOS NIGERIA

The integration of social media platforms into real estate marketing strategies has revolutionized how properties are marketed and transactions are conducted globally. In Lekki, Lagos, Nigeria, a dynamic hub of real estate activity, understanding the effectiveness of social media channels is crucial for optimizing marketing efforts and enhancing client engagement. A cross-sectional survey was conducted among 72 real estate professionals in Lekki. Data were collected using a structured questionnaire, focusing on demographic details, current social media usage patterns, effectiveness of platforms in reaching clients, and encountered challenges. Among the 72 respondents, demographic characteristics reveal a predominantly male (83.3%) and young demographic, with 41.7% aged between 25 and 35 years. The highest educational attainment was a Bachelor's degree (69.4%), and most respondents earned between 100,001 and 200,000 Naira monthly (33.3%). Social media usage in real estate marketing predominantly utilizes WhatsApp (48.6%), Instagram (41.7%), and Facebook (27.8%), with a focus on photo (34.7%) and video (30.6%) content. Effectiveness ratings varied: WhatsApp and Instagram were perceived as highly effective, with 90.3% and 83.3% respectively citing them as top lead generators. Challenges include lack of time (48.6%) and difficulty in creating engaging content (27.8%). These findings underscore the pivotal role of social media in reaching potential clients in Lekki's competitive real estate market. The study underscores the pivotal role of social media in real estate marketing in Lekki, with WhatsApp and Instagram identified as key platforms for lead generation. To enhance effectiveness, practitioners should focus on content quality, skill development, and adaptability to evolving social media trends.