The competition in the real estate market is becoming more and more intense, and the traditional marketing model faces many challenges, high marketing costs and limited results. The rapid development of Internet technology has brought new marketing opportunities for the real estate industry, and digital transformation has become an inevitable trend for the development of the industry. Real estate companies urgently need to explore innovative marketing paths integrating Internet technology to enhance brand influence and market competitiveness and achieve sustainable development. This study takes Company T as an example to explore the innovative path of housing brand marketing under the mode of “real estate + Internet”. Using the questionnaire survey method and hierarchical analysis method, we analyzed 150 valid questionnaires and constructed a digital marketing innovation path system with five dimensions, including online advertising, e-mail, corporate website, search engine and virtual community. The results show that the enterprise website and virtual community have the highest degree of importance, with ratings of 4.6 and 4.6 respectively; After the implementation of the “Real Estate + Internet” model by Company T, the market scope, timeliness of publicity, scope of publicity and brand warmth in 2024 increased by 91.2%, 207.3%, 185.1% and 127.9% respectively compared with that in 2020; in the survey on satisfaction with marketing strategy, the satisfaction with the effect of branding reached 4.71 points. The study shows that the “real estate + Internet” model can significantly improve the effect of housing brand marketing, providing a feasible implementation path for the digital transformation of real estate enterprises.
