Salespeople’s performance and digital technologies in real estate: Evidence from the Portuguese retail real estate sector

The digital transition is an unstoppable process that affects consumers and companies. Consequently, new sales strategies oriented to the application of digital technologies are needed to increase the performance of sale teams. Based on a sample of 517 responses from salespeople of the retail real estate, the data were analysed using the Structural Equation Modelling and Generalized Logit Model. The results validate a conceptual model which shows that digital orientation has impact on the salespeople’s skills and on the implementation of the sales strategy. Furthermore, it is revealed that the salespeople’s skills influence the implementation of the sales strategy and that both constructs impact the sales performance. Finally, the study shows the positive role of the salesperson’s experience and the negative role of age on sales performance.