Marketing

Brokers, agents back in the advertising game

Borrell Associates: Online ads are at peak, but print is not dead yet

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Real estate advertising is back. After declining in 2011 and 2012, the amount brokers and agents will spend on advertising is expected to climb 13.2 percent to $12.5 billion in 2013. Nearly three-quarters of those ad dollars ($8.9 billion) will be spent on online ads, according to a real estate advertising study from research and consulting firm Borrell Associates Inc. But that ad-spend proportion, after increasing steadily over the last 15 years, is at its peak and will begin to plateau over the next several years, the firm projected. Projected 2013 advertising spend, brokers and agents Media Share of 2013 budget Projected 2013 spend Online 71.3% $8.9 billion Newspapers 13.6% $1.7 billion Broadcast TV 6.2% $770 million Other print 3.8% $478 million Direct mail 2.9% $359 million Out of home 0.7% $83 million Cable TV 0.4% $50 million Radio 0.4% $50 million Cinema 0.3% $32 million Directories 0.2% $...