Digital Content Strategies to Set Real Estate Projects Apart and BoostSales in a Competitive Market in Santa Elena Province
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Abstract
The real estate market in the province of Santa Elena exhibits a high degree of homogeneity in digital communication strategies, which has intensified price-based competition and reduced profit margins for companies in the sector. This article analyzes the case of InmoCosta, a real estate development company that has experienced a decline in digital lead conversion, an increase in the time to close sales, and a growing reliance on sales discounts. The objective of this research is to evaluate the most appropriate digital content strategy to differentiate InmoCosta’s real estate projects and improve its commercial performance in the medium term. A case study methodology with a descriptive–analytical approach was used, supported by commercial indicators, financial analysis, and comparative matrices of strategic alternatives. The results show that a comprehensive digital content strategy focused on differentiation generates greater economic and competitive benefits compared to traditional strategies or basic optimization strategies. It is concluded that strategic digital content is a key asset for strengthening market positioning, improving lead quality, and ensuring business sustainability in highly competitive real estate markets.
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