A Study on How to Use Twitter Hashtags in Real Estate Marketing

The primary purpose of this study was to describe and compare how different real estate marketing professionals use Twitter hashtags in their marketing. Based on the purpose of this study, this author developed four research questions. The author chose five real estate marketers as his sample in order to find answers to those research questions because they posted more tweets than others and they actively used hashtags in their marketing. All the Twitter hashtags that were posted between December 23, 2014, and December 30, 2014, by five real estate marketing professionals were collected. The author tried to examine all the hashtags that were posted by the five real estate marketers and conducted both a descriptive analysis and a comparative analysis. The study results showed that there were substantial variations in the average number of hashtags per tweet, the length of hashtags, the types of hashtags, and the content of hashtags the real estate marketing professionals use in their marketing. Therefore, answers to four research questions turned out to be positive. Finally, based on the findings of this study, this author suggested several measures for maximizing the effectiveness of hashtags marketing strategy.