The Impact of Digital Technology on Sales in the Secondary Real Estate Market

With the rapid advancement of digital technology, the traditional real estate industry is undergoing a profound digital transformation. This paper focuses on the secondary real estate market, systematically examining the impacts and transformations digital technology has brought to its sales models and internal management. Research findings indicate that in the sales process, with the emergence of online real estate platforms, social media marketing, and big data algorithms, digital technology has reshaped the processes of property listing dissemination, customer reach, and precise matching. This transformation has significantly enhanced transaction efficiency and altered consumers' decision-making paths. In the management process, the application of technology has given rise to new business models such as channel visualization and remote working, driving management approaches towards greater refinement and flexibility. However, the deep integration of technology has also brought about new challenges, mainly in capacity building for data-driven decision-making. Based on the above research results, this paper proposes that real estate enterprises should not blindly follow the trend but should adopt differentiated digital transformation strategies in line with their market positioning, thereby building new core competitiveness in an era of market saturation. This study provides practical reference ideas for enterprises to carry out related practices by analyzing from an overall perspective how digital technology is reshaping the second-hand housing market.