The potential of digital-based technology in improving employee productivity in real estate firms in Lagos, Nigeria

Purpose The increasing prevalence of adopting emerging technologies to improve employee efficiency and drive growth threatens traditional business practices. The paper aims to examine the latent influence of digital-based technology on the level of employees’ productivity. Design/methodology/approach The study employed an exploratory research design. The study sampled 132 real estate firms in Lagos State, Nigeria. The study adopted a random sampling method and only 87 questionnaires were found suitable for analysis. The data were analyzed using descriptive and inferential statistics. Findings The study perceived that the employee productivity measures are statistically significant with the use of digital-based tools to manage customer contacts efficiently, offering immersive experiences in the service of a real estate agency and achieving a client-focused property management service. Furthermore, continuous professional development, workload stress and tolerance, technological advancement, recognition and rewards are major significant factors that influence employee productivity thereby influencing the overall business performance. Practical implications The study has implications for the real estate industry, highlighting the benefit of integrating digital-based technology in improving employee productivity. Originality/value The paper is relevant because it presents the empirical findings of the influence of digital-based technology on employee productivity toward creating a sustainable business practice.