Twitter IPO filing sheds light on business model

Brokers and agents rely on platform for 'social search' marketing

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Twitter's first public filing with regulators in connection with a planned public offering sheds light on the structure, growth and revenue of the company behind one of the most popular new media marketing tools for real estate agents. Though it has its skeptics in real estate circles, Twitter has grown to be an increasingly popular tool among agents and brokers. The platform is central to "social search," a marketing strategy that many real estate professionals implement on Twitter by searching by hashtag and location to pinpoint leads. Users are able to successfully find tweets based on location largely due to Twitter’s popularity on mobile devices. Twitter's prospectus for an initial public offering highlighted that strength, showing that 75 percent of Twitter users accessed the service through mobile devices in the second quarter, up from 66 percent the year before. Mobile ads generated 65 percent of Twitter’s revenue, according to the filing. Though its mobile prow...