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August 14, 2012

2012 Real Estate Advertising Outlook:
The Long Road Home - Aug '12


This 33-page report details changes in home buying, homebuilding, construction permits, home-seeking habits and advertising expenditures. It’s our annual assessment of one of the largest advertising segments of all – and the highest category in online advertising (Real Estate is at $13 billion, and Automotive is No. 2 in online advertising expenditures, at $12 billion). The report includes 24 charts and tables that display historic growth patterns in construction and home sales, as well as trending for advertising expenditures. One full chapter analyzes the online phenomenon, including discussion about the Top 25 realty sites and how they’ve been trending. It includes a 10-page appendix of detailed data for each of the business subcategories: mortgage providers, developers, agents and brokers, and rental managers. UPDATE/OCTOBER 18, 2012:  We've revised the year-end forecast slightly, showing a 14.6% decline in real estate advertising this year compared with our earlier forecast of 16.4%.  For details on those revisions, download the UPDATE MEMORANDUM.

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