Phygital is Sustainable: Impact of Transformation in Real Estate Marketing

Abstract

The research highlights the influence of phygital marketing strategies on customer’s psychology and buying behaviour in marketing of real estate in India. Research was conducted on 300 sample size collected across the different states in India. The results analysed key variables such as trust, tech affinity, digital convenience, and sustainability. Findings reveal that phygital marketing, that includes both physical and digital strategies, enhance the customers trust which translates into confirming purchase decision while making the marketing process more sustainable. It shows that tools like VR/AR, digital walkthroughs and chatbots were highly preferred by the customers in their purchase decision. Data collected was treated for hypothesis testing using ANOVA and regression and revealing the significant results. The study establishes that phygital marketing has become sustainable while enhancing the buyer engagement and sales conversion. Findings show that phygital methods had the strongest impact when compared with Physicalalone and Digital-alone marketing strategies. Buyers are more likely to decide when they experience a good mix of physical and digital touchpoints. Phygital elements like Virtual walkthroughs and AR/VR are certainly making the marketing process sustainable by reducing physical visits. Chatbots and AI tools reduce the manpower required and therefore the reduce requirement of office space and the energy. While digital tools cannot totally replace physical process, especially in a domain like real estate, it certainly has made the marketing process more sustainable.