Tendencias en la optimización del marketing digital en el sector inmobiliario: Revisión bibliométrica en contextos latinoamericanos

Abstract

This article presents a bibliometric review of digital marketing strategies in the real estate sector, with a specific focus on Latin America. The objective was to identify methodological approaches, research trends, key findings, and knowledge gaps by analyzing academic databases such as Scopus, Web of Science, RedALyC, and Google Scholar. Boolean operators and thematic keyword combinations were applied, including “digital marketing,” “real estate,” “digital strategies,” and “Latin America.” To enhance the analysis, VOSviewer was used to generate co-occurrence maps, author collaboration networks, and thematic clusters. The findings reveal a growing academic interest in SEO, SEM, content marketing, engagement, and automation. Gaps were also identified in quantitative methodological design and in the assessment of training initiatives on digital optimization. Based on these insights, a replicable framework is proposed to improve digital performance in emerging real estate companies. Methodological limitations found in the Arquiler S.A.S. case—particularly in coding and validating qualitative data—highlight current challenges in applied organizational research. In conclusion, digital marketing in the real estate industry requires integrative, adaptive, and data-driven strategies to maximize performance in a dynamic market.