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Highlights from the reportOctober 18, 2012
2012 Real Estate Advertising Outlook
In addition to our published reports, we offer the Real Estate LA$R, an Excel-based report that’s a must-have for anyone involved in real estate marketing. It is offered for the total U.S. market, or can be compiled for any state, region or locality. It includes:
• Breakouts by Agents, Apartment Mgrs., Builders, Mortgage Providers• Backcasts and Forecasts for All 12 Media Categories• Greater Detail on Online Ad Spending
For a sample report, email Jim Brown at [email protected].
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Overall, real estate ad spending will total $24.3 billion this year, compared with $28.3 billion in 2011. The 14.6% decrease is caused in part by the housing industry’s decline and in part by a 10-year trend in which agents have been diverting money from more-expensive traditional media channels into lower-priced online channels.
The charts in this presentation are sampled from our 33-page report, “2012 Real Estate Advertising Outlook: The Long Road Home.”
Summary
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Leading Indicatorof Ad Spending: “Intent to buy”
Source: Scarborough Research, 2012 Release 1; Borrell Associates Inc., 2012.
in millions of units
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Housing Starts vs. Residential Permits
in thousands
Source: U.S. Department of Commerce, 2012
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The Future (Online) Leaves Behind the Past
Source: 2012 Borrell Associates Inc. $ in millions
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Where Home Buyers First Saw Their House
Source: National Association of Realtors Profile of Home Buyers & Sellers, Nov. 2011
The Options:
Yard SignFriendAgentMagazineInternetNewspaperThe SellerHomebuilder
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Consumer Sites Most Often Used
Source: National Association of Realtors Profile of Home Buyers & Sellers, Nov. 2011
The Options:
FSBO siteREALTOR.comAgent’s siteBrokerage firm siteLocal MLS site“Other” listings site
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Top 25Sites byUniqueVisitors
in thousands
Source: Compete.com, June 20, 2012, and June 20, 2011
© 2012 Borrell Associates Inc. All Rights Reserved.
Thank You!
Real estate is just one of the many advertising categories we follow. To keep up with the latest, sign up for our Research Alerts by visiting www.borrellassociates.com
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