BrokerageIndustry News

Survey: Real estate agents still clinging to print ads

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Spending on print advertising continues to rank high among real estate practitioners, though a growing number report that they are advertising at national Web sites, according to a report based on an August survey. The report, prepared by consulting company Classified Intelligence LLC and real estate publishing company Realty Times, indicates that word of mouth and signs and billboards are the most effective sources of leads, and suggests that "agents and brokers don't see advertising in general as a very effective marketing tool." The Web-based survey, conducted in August, had 431 participants from Realty Times' audience of agents and brokers. "Agents and brokers appear to be spending their advertising dollars mostly the same way and in the same forms of media as they did a year ago," according to the report, though there was a 13 percent rise in the number of respondents using national Web sites as a part of their advertising strategy, compared to last year's survey. "Of...