This research aims to analyse the structures of the scientific literature on marketing strategies and the real estate industry through a bibliometric analysis. This analysis identifies topics that are out of print and urgently need to be emphasised in future research. Furthermore, this research aims to identify marketing strategies that can influence the sustainability of small and medium-sized enterprises in the real estate sector in emerging countries. The methodology consists of the first step of a search strategy in the Scopus database, where 300 articles related to marketing strategies in the real estate industry were identified. A second step was conducting a bibliometric analysis of these articles. Through this methodology, it was possible to identify relevant topics such as digital marketing, virtual tours, and even driving research topics in this field, such as green marketing for houses and ecological projects. The marketing strategies implemented have most often been in developed countries and large companies, so transferring this knowledge to developing countries and small and medium-sized enterprises should be a priority.