Features of media promotion in the sphere of real estate: international experience and regional aspects

The article examines modern trends in digital marketing in the real estate sector, taking into account international experience and regional characteristics. The purpose of the article is to identify key patterns and effective strategies for digital promotion of real estate objects based on the analysis of theoretical concepts (Kotler, Chaffey) and empirical data (NAR, McKinsey, JLL). The influence of technologies (AI, VR, blockchain) on consumer behavior and the transformation of realtors’ business models is considered. Particular attention is paid to regional differences: from the dominance of super-apps in Asia to hybrid models in the EU and the role of instant messengers in Latin America. The results of the study demonstrate the need to adapt global trends taking into account local specifics, as well as the growing importance of multi-channel strategies and neuromarketing approaches in digital promotion of real estate.