Online Presence in Real Estate: Case Study Abacoa

Most homebuyers are currently using social media and other online platforms to search for the best deals and real estate agents. In 2013, the National Association of Realtors reported that ninety percent of homebuyers use online tools during the purchasing process. This report prompts us to focus our research on the impact of social media marketing on listing agent's success. In this study, we collect data of 20 Abacoa agents to determine whether their number of social media platforms and their online presence contribute to their success. We use data from the agents’ Facebook and Twitter accounts and the total of listings they had during the month of April to November 9, 2020. After testing these data, we discover that agents with two social media platforms are as successful as agents with only one. Furthermore, we also find that there is a positive relationship between their number of Facebook followers and their number of listings. For future research, we recommend using a large sample size.