'Connect' Me! Social Networking in Commercial Real Estate Brokerage

41 Pages Posted: 8 Sep 2022

See all articles by Eren Cifci

Eren Cifci

Austin Peay State University

Alan Tidwell

University of Alabama

Date Written: August 24, 2022

Abstract

In this study, we investigate the use of professional Social Networking Sites (SNS) on performance in commercial real estate brokerage. Using LinkedIn followers as a proxy for an agent's professional social network, we find that listing agents with a larger professional online social network transact more properties and obtain higher prices than agents without an SNS professional platform or agents with fewer SNS connections. The findings are robust to market and firm size, as well as agent and property characteristics. The study contributes to network and bargaining theory literature in real estate.

Keywords: Social networking, commercial real estate, agents, brokerage, performance, LinkedIn

Suggested Citation

Cifci, Eren and Tidwell, Alan, 'Connect' Me! Social Networking in Commercial Real Estate Brokerage (August 24, 2022). Available at SSRN: https://ssrn.com/abstract=4199616 or http://dx.doi.org/10.2139/ssrn.4199616

Eren Cifci (Contact Author)

Austin Peay State University ( email )

College of Business
P.O. Box 4416
Clarksville, TN 37044
United States

Alan Tidwell

University of Alabama ( email )

101 Paul W. Bryant Dr.
Box 870382
Tuscaloosa, AL 35487
United States

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