Big data analytics can be used to better understand target audiences, which can be valuable to buyers and sellers when it comes to marketing their properties. Businesses can use big data analysis to learn more about their customer base, such as the types of properties they're looking for and where they're located. This information can create targeted campaigns that reach out directly to potential home buyers in specific areas. Additionally, big data analytics also helps businesses make more informed decisions when pricing their properties competitively with other similar homes on the market.