Füsun ÇİZMECİ, Tuğçe ERCANCreating brand awareness is the first and most important stage of marketing communication. Many types of marketing communication tools have been used to do this in business processes. Digital marketing tools are actually a deconstruction of traditional marketing tools and have become more important by providing interactivity to both consumers and producers in the marketing process. These tools incorporate consumers into the marketing process as an active, rather than passive, player. For housing companies, systematic and strategic use of digital marketing tools is an important resource in gaining competitive advantage, yet there is limited research on this topic in the literature. In this context, this study made use of the Delphi Method to investigate the impact of digital marketing tools on brand awareness generation among housing companies. Normative inferences were made through interviews with panel participants working in large-scale housing companies, and a theoretical framework was drawn up for usage trends among digital marketing tools. The Delphi results indicated that, in housing companies, marketing tools that create "paid digital content" (corporate web site, search engine pages, e-mail communication, etc.) currently have a greater impact than those which create "proactive content" (social media, etc.). However, another significant finding on which there was consensus among the panel participants is that in the creation of brand awareness, digital marketing tools such as Facebook or Twitter which create the latter content will become more important in the future. Another transformation experienced with the development of new communication tools is the change of the way communication tools are being used. The most significant attribute of the change in the way communication tools are being used is the transition of users, who access the content of communication tools, from being a passive player to becoming an active one. The ones who use digital communication tools are no longer satisfied with just reading or watching the content presented to them, but rather they like to share the content with others and interfere with the content by submitting their opinions and criticism if they feel necessary. In other words the users in digital platforms do not just consume the content presented to them, on the contrary they are active participants who have the opportunity to generate information and share the information generated. Marka farkındalığı yaratmak, pazarlama iletişiminin ilk ve en önem

Purpose This paper aims to discuss unethical behaviors that small real estate agencies encounter in real estate brokerage practices, the factors that give rise to a trust issue and the potential of legal arrangements for offering a solution. Small real estate agencies, almost the only actor in the real estate brokerage industry until the late twentieth century, still strive to survive despite the globalized market, large corporations increasingly dominating the market, the increasing informality and the real estate portals offering certain brokerage services online. While all these developments put pressure on small real estate agencies, the industry’s unethical behaviors diminish their reliability. Despite the efforts to overcome this issue through legal arrangements, the extent to which these regulations will be successful is still a matter of intense debate. Design/methodology/approach In total, 85 small real estate agencies operating in Istanbul, Turkey, were posed semi-structured open-ended questions and asked to provide an opinion about the unethical behaviors they face and the potential of a legal arrangement to solve those problems. In the second stage, three focus group interviews were held with representatives from large real estate brokerage companies to make a comparison and they were also posed similar questions. The answers were evaluated using content analysis. Findings It was found that the unethical behaviors in the real estate industry could mainly be evaluated in two categories, i.e. those stemming from structural problems of the industry and those stemming from problems related to service delivery and that a legal arrangement could only solve the first category. Research limitations/implications The research is limited to small real estate agencies that operate in Istanbul, the heart of the Turkish economy and the biggest city of the country where intensive efforts are spent to integrate into the global order. Originality/value It is considered that categorization of the causes of problems encountered by the numerous small real estate agencies that struggle to survive in the market and an analysis of the root causes of unethical behaviors in the industry and a discussion on potential solutions that may be brought bylaws will contribute to the literature.