Asian Journal of Economics, Business and Accounting

Background and Aims: The property industry has shifted toward digital platforms as consumers increasingly search for properties online. This change has driven companies to adopt more structured and measurable digital marketing strategies. This study aims to analyze the implementation and effectiveness of digital marketing strategies employed by a property company in Yogyakarta, specifically for the Vilas Palagan project, and to identify the factors hindering sales conversion.

Study Design: This research adopts a qualitative approach with a case study design.

Place and Duration of Study: Vilas Palagan Project, Yogyakarta, Indonesia, between January 2024 and May 2025.

Methodology: Data collection involved observations of digital marketing activities, in-depth interviews with key informants (including the Head of Estate Management and Marketing communication staff), and comprehensive documentation analysis. The collected data were examined using thematic analysis to identify patterns in digital engagement and sales obstacles.

Results: The findings indicate that while the use of social media, digital advertising, and online property platforms significantly increases brand awareness and generates potential leads, effectiveness is limited by fragmented platform integration and a heavy reliance on specific visual content. Challenges also persist in maintaining consistent consumer engagement throughout the long property-buying cycle.

Conclusion: The study concludes that optimizing customer data utilization, such as CRM system, enhancing campaign personalization, and improving the coordination between marketing and sales teams are critical for increasing lead quality and boosting final sales conversion in the digital era.