Strategic Integration of AI-CRM Capabilities for Sustainable Marketing Performance in Lagos State, Real Estate Sector: Ab Holistic Lifecycle Approach

Abstract

This study explores the strategic integration of AI-enabled Customer Relationship Management (AI-CRM) capabilities to enhance sustainable marketing performance in the Lagos real estate sector, employing a Holistic Lifecycle Approach. Despite a significant housing deficit and high market demand, real estate firms in Lagos experience a performance paradox, marked by intense competition and low lead conversion efficiency. The research focuses on four key dimensions: Customer Interaction Management (CIMC), Relationship Upgrading (CRUC), Win-back Capability (CWBC), and After-Sales Support Management (ASM). A quantitative survey design was employed, gathering responses from 202 real estate professionals. Multiple regression analysis examined both the combined and individual effects of the four dimensions on marketing performance. Results demonstrate a strong positive correlation (R = 0.812), with the integrated model accounting for 65.9% of the variance in sustainable marketing outcomes (R² = 0.659; p < 0.001). Among the predictors, Relationship Upgrading had the greatest impact (t=5.086), followed closely by Customer Interaction Management. The findings indicate that AI-CRM is no longer a peripheral tool but a strategic driver of long-term brand equity and operational resilience. The study recommends that Lagos-based developers adopt predictive analytics and automated post-purchase support systems to move beyond transactional sales, creating a data-driven approach to market leadership that fosters customer loyalty, lifecycle engagement, and sustainable competitive advantage.

Keyword: Artificial Intelligence-Powered Customer Relationship Management (AI-CRM), Customer Satisfaction, Customer Interaction Management, Relationship Upgrading, and Customer Win-back capabilities, After-Sales Support Management and Lagos State, Nigeria