How Housing Brands Use Social Media in Their Marketing Communications?: A Content Analysis

In recent years, there is an increase in the creativeness and innovativeness levels of the pioneer and attractive real estate investments. It is an advantage forhousing brands to attain brand loyalty. One of the best ways to conveythe loyalty is to establish and manage a brand image through social media by using the tools on time and effectively. In this study, social media usage (as amarketing communications – MARCOM tool) of big-scale housing brands which are top ranked in Turkey and classified by a number of criteria and their positions in social media have been examined through content analysis. The study shows that the top companies follow similar ways (for example, mostly seen as introducing new projects for sales, introducing ads and promotions, etc.) and they need expertise for a differentiated and effective social media management. Within this scope, the study makes some suggestions to housing brands in the light of these findings