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Although internet sources account for the bulk of leads for real estate brokerages, industry officials stated on Wednesday that offline sources are still significant due to their higher conversion rates. Speaking at a panel discussion at a Khaleej Times-organized conference, they emphasised the value of offline and internet marketing and the need to balance them.
The quality and significance of various offline contact points, such as networking, events, and referrals, must be mentioned even if most leads come from online sources. Diana Dzaka Bico, Marketing Director at Engel & Völkers, stated that these leads have the highest conversion rates.
“Everything shifted towards digital platforms, not just in marketing during the pandemic,” she remarked during a panel discussion at the Khaleej Times-hosted TRIBE – The CMO Connect 2025 conference on Wednesday.
That is undoubtedly evident in the broking sector, particularly in the real estate market. Online marketing has been a significant emphasis of lead generation. Offline sources account for the majority of leads. During the panel discussion, she stated that broking companies utilise a variety of internet channels to generate leads, including property websites, social media advertisements, Google ads, email, and WhatsApp.
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