While online marketing is a growing focus for the real estate industry, its strength still has a lot to do with offline advertising, said industry professionals during an Inman News audio conference Friday. Brokerage-company representatives said they are still spending the lion's share of marketing money on traditional advertising sources but are increasingly using offline campaigns to drive consumers to their Web sites. And likewise, online marketing borrows elements from the world of offline advertising. "Marketing online is much the same as marketing offline," said Kaira Sturdivant Rouda, chief operating officer for Real Living, a large real estate brokerage and franchise company. The yard sign is still one of the most important advertising mechanisms for agents, she said, and that's not going away. "What you're trying to do as an agent or franchise owner or franchisor is to build a brand." And in the online space, that begins with building a strong Web presence, she said, adding t...
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