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Borrell 2012 Real Estate Outlook

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This is a sample of the data from Borrell's 2012 Real Estate Advertising Outlook. It shows underlying trends in the real estate market and details on how real estate advertising is playing out this …

This is a sample of the data from Borrell's 2012 Real Estate Advertising Outlook. It shows underlying trends in the real estate market and details on how real estate advertising is playing out this year.


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  • 1. 2012 Real Estate Advertising OutlookOctober 18, 2012 Highlights from the report
  • 2. In addition to our published reports, we offer the Real Estate LA$R, an Excel-based reportthat’s a must-have for anyone involved in real estate marketing. It is offered for the totalU.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 SpendingFor a sample report, email Jim Brown at jbrown@borrellassociates.com.
  • 3. Summarywww.borrellassociates.com 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.”
  • 4. Leading Indicator in millions of unitswww.borrellassociates.com of Ad Spending: “Intent to buy” Source: Scarborough Research, 2012 Release 1; Borrell Associates Inc., 2012.
  • 5. Housing in thousandswww.borrellassociates.com Starts vs. Residential Permits Source: U.S. Department of Commerce, 2012
  • 6. The Future (Online) Leaves Behind the Pastwww.borrellassociates.com Source: 2012 Borrell Associates Inc. $ in millions
  • 7. www.borrellassociates.com
  • 8. Where Home Buyers First Saw Their Housewww.borrellassociates.com The Options: Yard Sign Friend Agent Magazine Internet Newspaper The Seller Homebuilder Source: National Association of Realtors Profile of Home Buyers & Sellers, Nov. 2011
  • 9. Consumer Sites Most Often Usedwww.borrellassociates.com The Options: FSBO site REALTOR.com Agent’s site Brokerage firm site Local MLS site “Other” listings site Source: National Association of Realtors Profile of Home Buyers & Sellers, Nov. 2011
  • 10. Top 25 in thousandswww.borrellassociates.com Sites by Unique Visitors Source: Compete.com, June 20, 2012, and June 20, 2011
  • 11. 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 Look for this© 2012 Borrell Associates Inc. All Rights Reserved.