CREview Ep. 17 | Twitter Marketing Lessons for CRE: A Heartbreak Story

Citing data showing the top 25% of Twitter users produce 97% of tweets, Josh and Dylan question whether CRE companies should keep investing time in the platform.

Key Takeaways

Twitter has notably lower overall adoption than platforms like YouTube, Facebook, and Instagram, based on Pew Research Center survey data.

A small minority of users, the top 25% by volume, produce the vast majority of all tweets, meaning most accounts see very limited organic reach.

Most commercial real estate customers are unlikely to be highly active on Twitter compared to other platforms.

Rather than creating original content specifically for Twitter, companies may be better served repurposing existing content from other channels.

Established industry influencers who already have strong engagement on Twitter may still benefit from staying active there.

Frequently Asked Questions

Is Twitter worth investing marketing time in for commercial real estate companies?

According to research cited, overall adoption is lower than platforms like YouTube and Facebook, and a small minority of users produce almost all tweets, making organic reach difficult.

What percentage of Twitter users produce most of the content?

Research from the Pew Research Center found the top 25% of users by tweet volume produce 97% of all tweets, leaving very little activity from everyone else.

Should a commercial real estate company create original content for Twitter?

It may not be the best use of time for most companies; repurposing content already created for other platforms is often a more efficient approach.

Are commercial real estate customers active on Twitter?

Generally, customer activity on Twitter tends to be low compared to other platforms, making it a less reliable channel for direct engagement.

Should influencers or established voices still use Twitter?

Established industry influencers who already have strong engagement there may still benefit from staying active, even if starting fresh isn't worth it.

What's a more efficient way to use Twitter for real estate marketing?

Repurposing content already created for other platforms, rather than producing dedicated original content specifically for Twitter.

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