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May 19, 2011

2011 Real Estate Advertising Outlook -
May '11

Overview

Housing starts are down 23 percent. Foreclosures are up 2 percent. Consumers’ intent to buy a home is down 4 percent. And 1 out of every 9 homes remains vacant. Yet real estate advertising has begun its rebound, signaling agents’ optimism that a recovery is imminent. As they emerge from the slump, the way they spend their marketing dollars has changed dramatically. Real estate professionals will spend an estimated $21.8 billion this year, up 8 percent from 2010. They are earmarking $8.9 billion of it for online media, an amount that has propelled real estate to the second-highest spending category. In fact, of all advertisers, real estate agents are earmarking the largest share of their ad budgets – an eye-popping 64 percent – for online media buys. This 56-page report is chock full of analyses and data, including 17 charts and tables and three appendices. Chapter 1 examines trends in home sales, mortgages, rentals and homebuilding; Chapter 2 dissects trends in advertising expenditures and breaks out amounts spent by agents, by apartment operators, by mortgage lenders, and by homebuilders; and Chapter 3 takes a deep dive into online real estate advertising, offering details from our recent survey of local real estate agents. Appendix A delivers the full results of our first-quarter 2011 survey of 389 local real estate advertisers, providing tremendous insights into how they view their various newspaper, broadcast, online and other marketing expenditures. Appendix B provides deep detail on advertising expenditures in more than two dozen charts and tables, including differences in local vs. national expenditures, spending across each of 11 media types, and our 5-year real estate advertising forecast.

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Real estate has been one of the worst-hit advertising categories over the past five years. Yet it might just be the poster child for the advertising industry’s morphosis from analog to digital media. Despite another abysmal year for home sales last year and a drop in overall ad expenditures, real estate professionals increased their online marketing budgets 27 percent. Is there opportunity ahead for online media? Absolutely. Title: 2011 Real Estate Outlook: Mobile and Social Media Benefit Most from Rebound Date: Wednesday, May 25, 2011 Time: 1:30 PM - 2:30 PM EDT After registering you will receive a confirmation email containing information about joining the Webinar. System Requirements PC-based attendees Required: Windows® 7, Vista, XP or 2003 Server Macintosh®-based attendees Required: Mac OS® X 10.4.11 (Tiger®) or newer

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