AI-Enabled Customer Reactivation Capability and Sales Conversion Performance Among Real Estate Firms in Lagos

Losing customers is one of the most persistent challenges confronting real estate businesses operating in highly competitive markets, yet comparatively little attention has been paid to the strategic value of winning those customers back, especially within emerging economies on the African continent. This paper investigates how artificial intelligence-driven customer reactivation capability shapes sales conversion outcomes among real estate companies operating in Lagos, Nigeria. Anchored in relationship marketing theory and the commitment trust framework, the study surveyed 202 marketing practitioners drawn from 30 well-established real estate firms across the Lagos Metropolitan area. Results from regression analysis showed that AI-enabled customer reactivation capability exerts a statistically significant and positive effect on sales conversion performance (β = 0.557, p < 0.001), explaining 31.0% of the variation in conversion outcomes. In particular, the capacity of AI to flag customers at risk of disengagement, craft targeted reactivation strategies, produce actionable insight for re engagement, and design personalized recovery campaigns proved to be key contributors to conversion success. Overall, the results indicate that real estate firms that invest in AI-based tools for detecting, understanding, and reconnecting with disengaged or lost customers stand to markedly improve their conversion outcomes. This paper adds to the sparse body of research on AI-driven customer recovery within African real estate markets and offers practical direction for firms aiming to extract greater lifetime value from customers through deliberate reactivation efforts.