Classified Intelligence Explores Real Estate Ad Spending Trends
ALTAMONTE SPRINGS, Florida - Between the soft housing market and tight budgets, U.S. real estate agents and brokers are facing tougher choices when they divide their ad dollars, a new study by Classified Intelligence shows.
In research conducted by Classified Intelligence and RealtyTimes.com, nearly half the Realtors surveyed said they spent more for advertising and marketing this year than they did last year. And despite their complaints about newspaper advertising, Realtors continue to choose print over an almost overwhelming number of media-placement options.
In a 45-page report, “Real Estate Advertising – Print Fading But Realtors Still Use It,” Classified Intelligence found the shaky real estate outlook is compelling agents and brokers to use fewer dollars in more productive places, forcing them to reassess their media choices. A free preview edition is downloadable on ClassifiedIntelligence.com. The report also reviews companies providing technology to real estate ad publishers, leading European and Asian real estate advertising media, and an overview of the latest innovations in real estate ad technology.
“Real estate professionals are in a tough spot,” said Peter M. Zollman, founding principal of CI. “The economic considerations in an unsure market are pressuring ad performances to do more, for less. At the same time, choices for those advertising dollars have exploded, causing confusion on where to best spend their budgets.”
While only 15 percent of the survey’s respondents said they still advertise in print, they voted newspapers third out of eleven categories for producing qualified leads.
The report was based on responses from 344 real estate professionals, who reported they were everywhere from “overwhelmed” to “scientifically buttoned-down” about their advertising expenditures. The full report can be purchased for $249, a reduced cost made possible by the generous support and sponsorship of Adicio, a Carlsbad, California-based software company that offers customized real estate solutions for small and large media companies.
About Classified Intelligence
Classified Intelligence LLC is the world’s leading consultancy in the classified advertising field, working with leading media companies, dot-coms, yellow-page publishers and broadcasters. It publishes a continuous advisory service, “Classified Intelligence Report,” that focuses on trends, products and companies in the industry. It also provides proprietary and published research about interactive classifieds; offers strategic and tactical workshops and planning services. Founded in 1998, it is affiliated with the Advanced Interactive Media Group LLC and based in Altamonte Springs, Fla. For more information call 407-788-2780 or visit ClassifiedIntelligence.com.