Social Media and Real Estate: Do Twitter Users Predict REIT Performance?

Nino Martin Paulus, Lukas Lautenschlaeger and Wolfgang Schaefers

Journal of Real Estate Research, 2025, vol. 47, issue 3, 322-355

Abstract: This study investigates the impact of social media sentiment on indirect real estate market returns by utilizing a comprehensive natural language processing approach to identify relevant Twitter posts and extract sentiment from them. To handle the complex linguistic features inherent in social media messages, three different sentiment classifiers are compared. The findings suggest a significant relationship between monthly sentiment and REIT returns, which occurs in two phases: a short-term speculative reaction and a greater longer-term reaction related to actual changes in the real estate market. The study also highlights that while the conventional dictionary approach can identify this relationship, more sophisticated classifiers can achieve higher accuracy. Overall, the results demonstrate the valuable insights that can be gained from analyzing social media data and its potential impact on the real estate market.

Date: 2025
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DOI: 10.1080/08965803.2024.2340915

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