Real Estate Advertising Moving to Internet from Ne.doc
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1、Real Estate Advertising Moving to Internet from NewspapersSeptember 6th, 2006 | Real Estate, Real Estate SalesThe headline of this post, Real Estate Advertising Moving to Internet from Newspapers,may seem like a no kidding to those of us online, it is a scary reminder to the newspaper industry. The
2、classified sections of the paper have lost a great deal of revenue fromCraigslist andthe Mthat have taken a good deal of the revenue from this section of the paper. Nowreal estate agentsare wising up and starting to take their advertising out of the newspapers.Most real estate agents will tell you t
3、hat classified advertisingdoes notwork forselling a home, but it is something that the sellers expect theagents to do. So they continue to plow money into a dry well, so to speak. Butwith the rise of the internet and tools that make the jobeasier, real estate agents are slowing moving their marketin
4、g dollars over to the new frontier. While revenues from print real estate classified advertising seem to have grown steadily over the last five years, despite the emergence of the Internet, new data from Borrell Associates indicate that an increasing proportion of all real estate advertising spendin
5、g will be done online in the future. By 2010, Borrell Associates expects 32.1% of the $9.6 billion spent on real estate advertising to be done online. This is up from 17.7% in 2006.In a survey of more than 100 real estate agents conducted with RealtyT, 58% of respondents indicated they are raising t
6、heir advertising budgets this year, but the majority said they would be spending the bulk of their money online on their own Web sites. Free Web sites such as Craigslist and Googlebase are also attracting an increasing proportion of real estate agents over traditional mediums such as local print. vi
7、a eM Why Advertising Real Estate In Newspapers Does Not Make SenseNovember 5th, 2007 | Real Estate Sales, Real Estate Tools, real estate indicatorsMore and more real estate agents and brokerages are pulling their advertising from newspapers. The main reason is they do not work in selling homes. Youn
8、ger and more affluent families get their news and information online, not from print newspapers anymore and circulation figures are proving this. So if you need ammunition to show sellers that your advertising dollars are better off spent online, print this post and show them how quickly newspapers
9、are losing their readership. It may help them to realize that you spending your marketing dollars online makes the most sense. Real Estate Ads Move to the InternetSEPTEMBER 8, 2006 TechnologyBy Timothy J. Mullaney Real estate listings are moving online, and newspapers are racing to protect their cla
10、ssifieds market by following them Three new studies say the $11.6 billion real estate ad market is set to shift hard from print to the Internet. For now, real estate ads in daily papers are up: 19 percent in the second quarter of 2006, according to the Newspaper Association of America. But consultin
11、g firms Classified Intelligence and Borrell Associates and the investment bank Piper Jaffray (PJC) all say that wont last. Borrell says the Internet real estate ad market, now about $2 billion, will pass the now-$4.3 billion newspaper ad market by 2010. We see newspapers losing at least seven points
12、 of market share by 2010, Borrell Associates President Gordon Borrell says.MISLEADING STATISTICS. Newspapers have an estimated 37 percent of the market now, and the shift would mean a difference of as much as $1.8 billion in annual revenue. Even this year, Borrell expects a fall. He says the big gai
13、n at dailies that belong to the newspaper association masks a collapse at weeklies and alternative papers, and believes print overall will lose more than two market-share points this year alone.For years, brokers have been anxious to move away from advertising in newspapers. Privately, big brokers l
14、ike Chicagos Baird & Warner and Realogy (H), the publicly traded company that owns the franchisers Coldwell Banker and Century 21, have said they have stuck with papers because the real estate boom was throwing off so much commission revenue. They argued that the main reason to stick with print, des
15、pite what they say is a relatively poor return on their advertising dollar from newspapers, was that home sellers expected to see them use every available medium to sell homes. And since listings are scarce in a sellers market, thats what agents and brokers did. The sellers require print ads but the
16、y dont pay for them, says Steve Murray, head of industry consulting firm RealTrends. Brokers are trapped.The shift in advertising, if it happens, will be years behind changes in shopping behavior by home buyers. Studies by the National Association of Realtors and other groups show well over 70 perce
17、nt of buyers begin searches on the Internet, often by hitting sites like Moves (MOVE) R. A January survey by the NAR said 77 percent of buyers start searching online, up from 71 percent in 2004.Indeed, the Net already drives consumer behavior. The bigger, more notable jump in the NARs data is in the
18、 percentage of buyers who pick a home they first identified online, usually before consulting an agent. Thats up to 24 percent, from 15 percent in 2004 and 2 percent in 1997. Only brokers themselves point out more homes to consumers, at 36 percent. The Internet has waxed such longtime staples as yar
19、d signs, which come in at 15 percent. Newspaper ads accounted for only 5 percent of sales, according to the NAR.ANXIOUS SELLERS. But in a downturn, when unsold homes are backing up on the market, Piper Jaffray analyst Aaron Kessler says brokers usual response has historically been to advertise heavi
20、ly in almost any available medium for the first year. Thats why Cook, for one, doesnt expect a big dip in newspaper advertising soon. Newspaper execs naturally agree. I dont see doom and gloom, at least not for the next year or two, because sellers can tell brokers, Its a slow market and I want you
21、to do everything, says Timothy Landon, president of Tribune Interactive, a unit of Tribune (TRB), which owns the Los Angeles Times and the Chicago Tribune.Over time, though, brokers spending will get more strategic. The signs are clear enough now. At Realogy, President Richard Smith says his company
22、 is spending heavily on its own Web sites, and its franchisees collectively are also the largest advertiser on R. In addition, Peltier says Iowa Realty, which like Edina is a unit of Berkshire Hathaway (BRK), has dropped most newspaper ads in favor of cheaper preprinted ads that can be inserted into
23、 newspapers. And Murray says Kansas City-based Reece & Nichols is running big newspaper ads only one weekend per month. Newspapers should beand arevery worried, Classified Intelligence analyst Peter Zollman says.Even the Sunday open-house listingsone of the newspapers bread and butter staplesare com
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