The study examined Integrated Marketing communication tools and consumer purchasing intention of real estate products in south East, Nigeria. This study sought to   ascertain the effect of sales promotion on consumers’ purchase intention of real estate products in South East, Nigeria, examine the effect of digital advertising on consumers’ purchase intention of real estate products in South East, Nigeria and determine the effect of social media  on consumers’’ purchase intention of real estate products in South East, Nigeria.. The descriptive survey research design was adopted for the study. The population was 5,286,714, a sample size 400 was determine using Taro Yamene formula for sample size determination. Data were collected through primary source. Out of 400 copies of the questionnaire distributed, 373 copies (93.25 %) were returned while 27 copies (6.75%) were not returned. The hypotheses were tested using multiple regressions. The findings revealed that Sales Promotion had a significant and positive influence on purchase intention (B = 0.427, p = 0.000). Digital Advertising had a significantly influenced purchase intention (B = 0.442, p = 0.000). Social Media was the most impactful tool (B = 0.486, p = 0.000) .The study concluded that  integrated marketing communications tools play a critical role in influencing real estate purchase intentions, particularly in a high-involvement, trust-sensitive market like South-East Nigeria. The study recommended that Strengthen Sales Promotions: Incorporate time-limited discounts, referral incentives, and exclusive offers to stimulate urgency and interest among potential buyers, especially for new or slow-moving properties.

Keywords: Integrated Marketing Communication; Social Media; Consumer Purchasing Intention; Sales promotion