Strategic Adaptive Leadership and Emerging Approaches to Online Marketing of a US Small Business Real Estate Firm in Response to COVID-19

Strategic Adaptive Leadership and Emerging Approaches to Online Marketing of a US Small Business Real Estate Firm in Response to COVID-19

Amina I. Ayodeji-Ogundiran, Darrell Norman Burrell, Eugene J. Lewis
Copyright: © 2021 |Pages: 14
DOI: 10.4018/IJOM.2021070101
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The COVID-19 pandemic has changed the business dynamics for many organizations globally. This paper examines the demonstration of adaptable strategic leadership and marketing towards online and digital marketing approaches of a newly developed waterfront high rise condominium complex. As a result of COVID-19, business sales projections are off by 85%. This paper explores organizational development intervention practitioner-based applied qualitative action research that makes recommendations on the most resourceful options in which small businesses can attract customers and boost sales even with the pandemic. For this case study, the name Moreso, a fictitious name, will be used to respect the organization that provided the data used and approved the ability to publish these findings' privacy and intellectual capital. This research approach's value in this instance is built on the reality that many similar small businesses in the real estate industry experience these same dynamics because of COVID-19 but have no starting framework on how to respond.
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Research Method

This inquiry uses organizational development action research qualitative interviews and a content analysis of the literature. This paper utilizes articles from existing literature that explores the complexities and challenges facing real estate in the pandemic. The value of a content analysis review of the literature is the ability to take dispersed, innovative perspectives and emerging research on a topic and coherently combine them for practitioner conception or as a base-level foundation for future research. Databases used include ResearchGate,, Google Scholar, Business Source Corporate, ProQuest Business, ProQuest News & Newspapers, Plunkett Research Online, and B-Press Research. Keywords included COVID-19 and Real Estate, Customer Engagement and COVID-19, Real Estate Management, Real Estate Marketing, Management Strategy, Marketing Strategy, Marketplace Disruption, and Marketplace Volatility.

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