Say goodbye to newspaper advertising

New strategy needed before changing course

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SAN FRANCISCO — Real estate brokerages can stop buying print advertising — and even step away from purchases of online banner ads and featured listings — while still increasing their share of business in their local market.

Tom Tognoli, a founder and the chief operating officer of Intero Real Estate Services, said the company has cut spending on advertising from $3.2 million a year in 2004 to a projected $500,000 this year.