Businesses have been using social media to promote products and services to increase sales. This paper aims to study the impact of Facebook on real estate sales. First, we examine how realtors’ activities on Facebook business pages are associated with real estate sales. Then, we include time lags in analysis because a time lag can be expected between activates on Facebook and a resulting real estate transaction. For the collected datasets, the results suggest that: (1) The total numbers of Facebook likes, links, and stories are positively associated with real estate sales; (2) The average sentiment score of Facebook posts is negatively associated with real estate sales; (3) The influence of activities on Facebook has a time lag effect on real estate sales. The research findings can be used by real estate stakeholders to promote and potentially forecast sales.

企业一直在使用社交媒体来推广产品和服务以增加销售额。本文旨在研究Facebook对房地产销售的影响。首先，我们研究房地产经纪人在Facebook业务页面上的活动与房地产销售之间的关系。然后，我们在分析中包括了时滞，因为可以预期在Facebook上的激活与所产生的房地产交易之间会存在时滞。对于收集的数据集，结果表明：（1）Facebook的喜欢，链接和故事的总数与房地产销售呈正相关；（2）Facebook帖子的平均情绪得分与房地产销售负相关；（3）活动对Facebook的影响对房地产销售具有时滞效应。