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Say goodbye to newspaper advertising

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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.Intero -- which has 40 offices in California, Colorado, Nevada and Texas -- has grown its Web site traffic and market share by syndicating listings to third-party real estate portals and by creating its own marketing channels through blogging and social media. Before pulling the plug on print advertising, it's important to have a new marketing plan in place, Tognoli and other real estate industry executives said in a discussion of online ad spending strategies at Real Estate Connect San Francisco."We were among the first to syndicate listings to Trulia, and ev...