Abstract
The real estate sector is experiencing significant digital transformation, leading to a fundamental shift in Customer Experience Management (CEM). Increasingly informed and digitally connected customers now expect seamless integration between online and offline interactions throughout the property purchase journey. This study examines the role of phygital marketing, defined as the strategic convergence of digital technologies and physical touchpoints, in enhancing customer experience within the real estate sector. The paper investigates how digital tools such as virtual property tours, augmented reality, customer relationship management systems, and social media platforms complement traditional, face-to-face interactions to influence customer engagement, trust, and purchase intentions. Drawing on an extensive review of existing literature and industry practices, the study identifies key drivers, strategic applications, and implementation challenges associated with phygital marketing adoption. The findings indicate that well-designed phygital strategies improve personalization, transparency, and experiential value, thereby strengthening customer satisfaction and relationship quality. The study contributes to marketing and real estate literature by providing a structured understanding of the linkage between digital transformation, phygital marketing, and customer experience outcomes, offering actionable insights for practitioners and researchers.