Digital tools can strengthen FG’s housing reforms, says real estate marketer
By Firdaus Jibril
As the Federal Government moves to reform Nigeria’s housing sector through measures such as developer licensing, escrow accounts and a National Housing Data Observatory, digital real estate marketer, digital marketing expert and business transformation leader, Toheeb Olatoyinbo, has highlighted how technology can improve transparency, reduce fraud and strengthen buyer confidence in the property market.
Digital real estate marketer, digital marketing expert and business transformation leader, Toheeb Olatoyinbo, believes technology will play a critical role in supporting the Federal Government’s proposed housing reforms. In an interview with Nigerian NewsDirect, Olatoyinbo, who helps real estate businesses generate leads, increase sales and build customer retention through digital marketing systems, shared his views on how digital innovation can improve transparency, protect homebuyers and reshape Nigeria’s property market.
Speaking on how technology can support these reforms, Olatoyinbo said:
“Digital media can become the government’s strongest tool for transparency. By creating verified property databases, promoting licensed developers and agents, and running continuous public awareness campaigns across social media, the government can help buyers verify listings before making payments. Technology can also enable quick reporting of fraudulent listings, making it harder for scammers to operate.”
He said today’s property buyers expect greater transparency and convenience, noting that digital platforms have changed how people make purchasing decisions.
“Today’s buyers expect speed, transparency, and convenience. They want virtual tours, drone videos, verified documents, online reviews, flexible payment information, and instant responses. Before speaking to a sales representative, many buyers have already researched the property online. Digital media has shifted buyers from relying on sales pitches to demanding evidence and value through digital presentation.”
He added that while digital marketing has gained wider acceptance in the real estate industry, many developers are yet to fully embrace its potential.
“While the industry has improved significantly, many developers are still underutilizing digital marketing. Some treat social media as simply a place to post flyers instead of building trust, educating prospects, and nurturing leads. The most successful companies integrate digital marketing into their overall sales strategy, using data to generate, qualify, and convert leads rather than relying solely on billboards, referrals, and physical events.”
On how to improve transparency in the property market, he called for a nationwide digital verification system.
“I would introduce a nationwide digital property verification platform where anyone can instantly verify property ownership, approvals, title documents, and developer credibility before making payments. This single innovation would significantly reduce fraud, increase investor confidence, and make Nigeria’s property market more transparent.”
Looking ahead, he predicted that technology would become the defining factor for success in Nigeria’s property market.
“I believe that within the next five years, companies with the largest physical sales teams won’t necessarily dominate the market. Instead, the biggest winners will be companies with the strongest digital ecosystems—those using AI, automation, data analytics, and personalized customer journeys to attract and convert buyers. Real estate will become increasingly technology-driven, not just location-driven.”
He further said companies that fail to embrace digital transformation risk falling behind.
“The difference will be trust powered by technology. Successful companies will leverage AI, CRM systems, automation, personalized marketing, virtual experiences, and data-driven decision-making to deliver exceptional customer experiences. Those that fail will continue to rely on generic advertising without understanding customer behavior. In the future, digital transformation won’t be a competitive advantage—it will be the minimum requirement for survival.”
The Federal Government’s proposed reforms are currently undergoing stakeholder validation before being presented to the Federal Executive Council for consideration. If approved, they are expected to strengthen regulation, improve consumer protection and expand access to housing finance across the country.