Abstract
Losing customers is one of the most persistent challenges confronting real estate businesses
operating in highly competitive markets, yet comparatively little attention has been paid to the
strategic value of winning those customers back, especially within emerging economies on the
African continent. This paper investigates how artificial intelligence-driven customer
reactivation capability shapes sales conversion outcomes among real estate companies
operating in Lagos, Nigeria. Anchored in relationship marketing theory and the commitment
trust framework, the study surveyed 202 marketing practitioners drawn from 30 well-established
real estate firms across the Lagos Metropolitan area. Results from regression analysis showed
that AI-enabled customer reactivation capability exerts a statistically significant and positive
effect on sales conversion performance (β = 0.557, p < 0.001), explaining 31.0% of the variation
in conversion outcomes. In particular, the capacity of AI to flag customers at risk of
disengagement, craft targeted reactivation strategies, produce actionable insight for re
engagement, and design personalized recovery campaigns proved to be key contributors to
conversion success. Overall, the results indicate that real estate firms that invest in AI-based
tools for detecting, understanding, and reconnecting with disengaged or lost customers stand to
markedly improve their conversion outcomes. This paper adds to the sparse body of research on
AI-driven customer recovery within African real estate markets and offers practical direction for
firms aiming to extract greater lifetime value from customers through deliberate reactivation
efforts.