11/15/07
Old Habits Die Hard
 | By Latham Jenkins Read more of Latham's posts |
Despite the reports read by all of us time and again, realtors are still spending heavily on print advertising. Even as the industry continually shows the Internet is where buyers are conducting their real estate search and discovery, the majority of realtors continue to look favorably upon the old medium.
As reported in Classified Intelligence’s survey in Real Estate Advertising 2007: Print Fading But Realtors Still Use It:
“Respondents, when asked to estimate their share of ad spending at various media categories, rounding up to the nearest 10 percent, said they spend about:
- 17.2 percent of their advertising budget on their own Web sites
- 14.7 percent on fliers, yard signs and billboards12.5 percent on direct marketing
- 11.2 percent on print ads in local newspapers
- 9 percent on print ads in local niche publications
- 7 percent on local-search advertising
- 6.9 percent on ads at national or regional online services
- And the remainder on local online niche publications, online local newspapers and other ad media”
As the report states, “agents and brokers appear to be spending their advertising dollars mostly the same way and in the same forms of media as they did a year ago.” Not a smart idea right now.
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I agree with the first commenter, you really have a nice gem here. I also totally agree with the post when you said that realtors are spending most of their money on tangible marketing. It’s quite shocking, actually when something like 90% of people search for homes online.