Realtor’s personal brand in social media: expert perception assessment

This paper highlights the importance of social media in the context of promoting real estate services, creating a realtor's personal brand, and assessing perceptions in the context of Marketing 4.0. Given the complexities that arise in real estate deals, the author emphasizes the importance and necessity of customers seeking support from realtors available through social media. Positioning in social media places additional responsibility on realtors for broadcasting and promoting their personal brand. The authors emphasize that social media gives vast opportunities for realtors to promote their services, but this also implies the need for a responsible approach to account management, visual design and content filling. This fundamental study highlights the relevance and importance of investigating the factors that contribute to the formation of a strong personal brand of a realtor against the backdrop of growing demand for social media and messengers as part of active Internet marketing. This is supported by the results of media research of the market and monitoring of advertising in Russia for 2022-2024, as well as the findings of an in-depth expert interview with realtors of the DOMOS Real Estate Center, Yekaterinburg.