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Report: Real estate ads make up half of local search

Agents' local search advertising more than doubles

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Complying with the dictum, "Follow the money" (or at least the consumers), real estate advertising now comprises half of the local advertising on search engines, according to a report released this month. Paid search ads for individual local real estate agents account for 49.6 percent of listings on keyword searches for local business segments across 10 different cities, up from 17.5 percent of local search ads 18 months ago, according to Borrell Associates' "2006 Local Search Advertising" report. Local advertisers now occupy a third of sponsored links in search-engine results, according to the report, and many on city-related keywords. Given that the National Association of Realtors in 2005 reported that 77 percent of all consumers begin their real estate searches online, more individual agents have followed by advertising online, and particularly in locally placed search advertising, since location is an integral part of real estate. The Borrell report predicts that paid search adv...