What Makes Online Platforms Effective for Selling Property Faster?

In today’s property market, success depends less on where you sell and more on how you sell. A recent study on real estate resilience revealed why some digital platforms consistently outperform others, and the reasons go far beyond geography.

The key is in the features that make platforms work: a large, engaged audience, transparent and up-to-date information, professional visuals, and tools that build trust. Whether you are marketing apartments in London, villas in Dubai, or investment properties elsewhere, these principles apply everywhere.

This article explains what those features are, why they matter, and how agents, developers, and investors can use them to achieve faster sales and stronger market presence.

Research Summary

This article is based on a peer-reviewed study titled “Learning the Real Estate Market Resilience: The Effectiveness of Internet Platforms in Marketing Strategy” by Siti Munirah and H. Ezdihar from Universiti Teknologi Malaysia. The research was published in the International Journal of Sustainable Construction Engineering and Technology (Vol. 13, No. 4, 2022).

The authors set out to understand how real estate professionals adapt to crises, such as the COVID-19 pandemic, by using digital platforms to sustain sales and improve market resilience. To do so, they surveyed 92 licensed real estate agents in Johor Bahru, Malaysia, collecting data on which platforms they rely on and what type of content is most effective.

The results are clear:

• Facebook (46.8%) and Property Guru (43.5%) were rated as the two most effective platforms for property marketing.
• Other platforms such as Instagram, iProperty, YouTube, and Mudah.my were mentioned, but they played a minor role.
• Twitter had no measurable impact on property sales in this study.
• The most effective types of content were:
  • Up-to-date market information (highest ranked)
  • High-quality property photos
  • New listings are posted regularly
  • Followed by multiple photos, market updates, testimonials, tips, and video tours.

In short, the research shows that agents and developers who share timely information, professional visuals, and consistent updates on the right platforms are far more likely to generate leads, build trust, and close sales faster, even in uncertain market conditions.

Practical Steps to Build Digital Resilience in Property Sales

The most effective way to build resilience in property sales is to use online platforms that offer trust, transparency, and speed.

The study was conducted in Malaysia, but its lessons are universal. Buyers everywhere want the same three things: clear details. Fast updates. And confidence in the seller.

• In London, platforms like Rightmove or Facebook Marketplace dominate, giving buyers instant filters and fresh listings.
• In Dubai, Property Finder plays the same role as Property Guru, helping developers reach both local and international buyers.
• Globally, the pattern is the same: people want professional photos, transparent details, and up-to-date listings. When those are missing, trust is lost, and sales are delayed.

Another crucial point is audience understanding. Younger buyers may prefer Instagram reels or video tours, while investors often value data-driven updates and market reports. Yet despite these differences, human behaviour is similar everywhere: people want clarity, trust, and transparency.

That is why the findings of this study can guide real estate professionals in any market. By focusing on the right platforms, posting reliable information, and tailoring content to audience needs, agents and developers can stay ahead, not just survive downturns.

What Do These Insights Mean for You?

For real estate professionals, the research proves that digital marketing is now the primary channel for property sales, not a secondary tool.

Here’s how it applies to different audiences:

• For Agents: The strongest results come from being active on high-traffic platforms such as Facebook and Property Guru. If generating leads is your goal, concentrate your time and budget on these channels rather than scattering resources.
• For Real Estate Companies: Having a profile or listings is not enough. The key is consistent, high-quality content, regular updates, professional photos, and new listings that keep your audience engaged and build trust.
• For Developers: Buyers respond best to transparent, widely used platforms. When launching projects, combine the reach of social media with the credibility of specialist property portals to maximise exposure.
• For Institutional Investors and Marketing Consultants: The study makes it clear: ignoring digital channels is no longer an option. Digital marketing has become the main driver of property transactions, and strategies that neglect it risk falling behind.

Can Small Real Estate Brands Still Compete with Big Property Portals?

Yes, but only by focusing on strategy, not scale. Large portals, such as Rightmove, Zillow, or Property Finder, dominate because they combine visibility with trust. But smaller companies and independent agents can still compete if they differentiate with quality, consistency, and transparency.

A clear example is Entralon. Instead of trying to outspend big players, Entralon analysed what was missing from existing platforms. The team realised that most property websites were filled with ads, incomplete listings, and biased information that made decision-making harder for buyers.

Entralon flipped the model:

• It created a platform that lists all available properties in the market, giving buyers a complete and transparent overview.
• Each property is presented with comprehensive photos and descriptions, so users know exactly what they are looking at.
• Every listing is supported by real market data, meaning buyers don’t just see a property; they see the context of its value, risks, and opportunities.
• The revenue model was redesigned: instead of taking commissions from buyers, Entralon earns from developers. This eliminates conflicts of interest and ensures that advice remains unbiased and customer-first.
• Agents working with Entralon are therefore incentivised to recommend the property that actually fits the buyer’s needs, not the one that pays the highest commission.

Final Tip

True digital resilience in real estate isn’t about being the biggest, it’s about being the most transparent and useful. Entralon proved this by rethinking the way property is marketed, making every listing complete, data-driven, and unbiased.

If you’d like to see how this approach works in practice, explore Entralon’s property platform for yourself. It’s a living example of how clarity, honesty, and smart digital strategy can give buyers and investors the confidence they need to make the right decision.

FAQ

Which online platforms are best for real estate marketing?

Research shows that platforms combining wide audience reach and credibility work best. In the study, Facebook and Property Guru led the way, but the principle applies globally: choose platforms that your buyers already trust and use daily.

What type of content helps sell property faster?

The most effective content includes timely updates, clear property photography, and a steady flow of new listings. These elements build trust, attract serious buyers, and speed up decision-making.

Do developers need social media as well as property portals?

Yes. Portals provide credibility and structured search tools, while social media drives visibility, engagement, and personal connection. The combination gives the strongest results.

Is digital marketing just a support tool for real estate?

No. The study confirms that digital marketing has become the primary channel for promoting property. Offline methods alone cannot deliver the reach, speed, or transparency that today’s buyers expect.