The Role of Intergrated Marketing Communication Tools in Driving Residential Property Sales Among Selected Real Estate Companies in Nairobi County

Abstract

The Kenyan real estate has experienced tremendous growth, more so Nairobi County that has been characterised by increased infrastructural development, improvement in utilities and population influx. This has led to stiff competition in the industry as players strive for sustainable competitive advantage. In this regard, the concept of Integrated marketing communication (IMC) is a crucial element for organisations seeking to increase sales and overall performance. This study sought to examine the role of IMC as a tool for driving residential property sales among selected real estate companies in Nairobi County. Specifically, the study sought to; 1) explore the aspects of integrated marketing communication employed by real estate companies within Nairobi County; 2) assess the effectiveness of integrated marketing communication in driving residential property sale in Nairobi County and 3) establish the factors that hinder the application of integrated marketing communication tools in driving residential property sale in Nairobi County. The theory of reasoned action and the hierarchy of effects theory were adopted as frameworks for guiding this study. Consequently, descriptive design was used in the study with qualitative techniques being used in data collection and analysis. Primary data was gathered from selected real estate companies in Nairobi County. The study adopted purposive sampling techniques with interview guides as data collection instruments. Data was analysed by applying the six-steps thematic analysis approach by Braun’s & Clarke’s (2006). Presentation of the study data utilized themes and paragraphs derived from inductive analysis of information gathered. Study findings revealed a balanced gender representation and that the participants demonstrated a good understanding of integrated marketing communication tools. It was established that integrated marketing communication tools helped in creating awareness, building trust, credibility, relationships and lead generation, and that the tools included advertising,public relations, direct marketing, personal selling, sales promotions and online presence. However, several factors hindered the application of integrated marketing communication tools such as limited resources, lack of integration across channels and touchpoints, technological barriers, intense market competition, and constant changes in marketing approaches and practices.The results could offer valuable insights to sales and marketing managers in real estate industry for evaluating the efficacy of their strategies and improving overall sales performance. Additionally, scholars in marketing and other relevant fields within the social sciences can draw upon these findings as a point of reference when reviewing the existing literature and conducting research related to Integrated Marketing Communication in Sales Performance. The study therefore recommends that organisations should allocate enough budget to IMC tools and that further research be done to explore additional factors that may influence the effectiveness of these tools,such asthe impact ofspecific marketing channels, the role of customer segmentation, and the integration of traditional and digital marketing approaches in residential property sales.