Analisis Strategi Digital Marketing dalam Meningkatkan Lead Penjualan Properti di Solid Realty

The increasingly competitive property industry encourages companies to implement social media-based digital marketing strategies. This study aims to analyze the digital marketing strategies of PT Hanem Solid Realtindo (Solid Realty) in increasing property sales leads through Instagram and TikTok. This research employed a descriptive qualitative method through observation, interviews, and documentation during the January–May 2026 internship period. The findings indicate that visual storytelling content, short-form videos, caption optimization, hashtag usage, and prompt responses to Direct Messages effectively improve brand awareness and customer inquiries. This study provides practical insights into the implementation of digital marketing in the property sector, particularly in the Bogor area. Keywords: digital marketing; social media; lead generation; property; brand awareness.