This is quite surprising to read. The Internet is the “new” marketing machine and real estate is a cutthroat business. You would think that agents would use the Internet more rather than less. More and more people are turning to the Internet to find a home rather than those free real estate magazines. Even the magazines are putting all ads online. It will be interesting to see what the outcome is of the move away from the Internet.
No Surprise: Real Estate Ads Shrink From the Web. Big Surprise: Real Estate Ads Are Still Growing
Not surprising: The battered real estate industry will spend less money on Web ads this year.
Quite surprising: The battered real estate industry will spend more money on ads in general this year.
Wait a minute: Aren’t ad dollars supposed to move from every other venue to the Web? And aren’t battered industries the ones that are supposed to move the fastest, since they’re the ones who need the Web’s efficiency?
Not in this case, says research firm Borrell Associates, which predicts that the industry’s spending on Web ads will drop 4 percent in 2010, while its overall marketing spend will increase by 2 percent. –more
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