Semiotics and strategies of property marketing in a post-apartheid South Africa: a case of three selected areas in Cape Town.

The property marketing landscape in post-apartheid South Africa is continuously evolving and is shaped by technological advancements, changing buyer preferences, and societal trends. Understanding demographic patterns and preferences helps stakeholders tailor marketing efforts to specific target markets. Property agents are continuously competitive in branding and positioning themselves, and marketing houses to a diverse and democratic society. The diversity of the population, fast urban growth, and changed living patterns shape the property marketing landscape. The real estate industry should be able to respond to the challenges of marketing properties across different communities regarding socio-economic background and reflecting the nation's transformation. Due to this, property agents make use of language, visuals, and branding that aligns with South Africa's multicultural society while keeping in mind the legacy of apartheid-era inequalities. This study focuses on how semiotics is used in the different advertisements presented on Property24 by the marketing agents. This research examines ways in which real estate companies create their brand identity, make use of devise differential messages, and refine their messages for specific target audiences in a post-apartheid South Africa through focusing on three different areas within Cape Town: Durbanville, Mitchells Plain, and Khayelitsha.

Grantor dc:publisher.institution

University of the Western Cape

Year dc:date.issued

2024

Author dc:creator

• Fredricks, Kaylin

• Advertising
• Real estate
• Post-apartheid South Africa
• Marketing strategies
• Branding discourses

Licence

• https://uwcscholar.uwc.ac.za/bitstreams/9b1bb0b3-c6d3-4b65-a8a1-666a968508f2/download