Industry Research Reports and Market Analysis at MindBranch.com
  

2006 Update: Online Real Estate Advertising

Product Type: Market Research Report
Published by: Borrell Associates Inc.
Published: July 2006
Product Code: R2670-7
Description
Despite a 36 percent increase in available inventory to advertise, real estate advertising has grown less than 4 percent since 2001. This is one category ripe for change, and it appears that the transition is underway. Our "2006 Online Real Estate Advertising" report details underlying dynamics in the market that point to dramatic changes in how agents, brokers and apartment operators are spending their advertising budgets.

Real estate advertising has remained virtually unchanged at $11.6 billion. Home sales have slowed down, meaning agents have more inventory to advertise but less money to spend on that marketing. Despite the hype about Internet advertising, there is plenty of room for growth: Most agents don't even have a Web site or advertise online. Online real estate advertising will grow to a $2 billion category this year and swell to $3 billion by 2010, surpassing the longtime leader, newspapers.

Included is our 12 question survey of the online marketing habits of over 500 agents in four states.
Table of Contents
Executive Summary

Chapter 1 - Trends in Real Estate Advertising

Figure 1.1: Real Estate Ad Spending, 2001-2010

Figure 1.2: Total Real Estate Ad Spending By Media Type, 2005-2010...6

Newspaper Outlook

Figure 1.3: Online vs. Newspaper Audience and Advertising Share 20057

Figure 1.4: Real Estate Ad Revenues Online, Newspapers and All Other - 2006 vs. 2010

Realtors Embrace Technology

Figure 1.5: Top 20 Real Estate Web Sites

Figure 1.6: Web Sites Where Realtors® Place Their Listings

Figure 1.7: Methods Real Estate Agent Used To Sell Home

Figure 1.8: Most Agents Still Don’t Advertise Online

Figure 1.9: Agents’ Spending Plans for 2006 vs. 2005

The Rental Market

Figure 1.10: Top 10 Rental Web Sites

Figure 1.11: Apartment Management Ad Spending by Media (2004-2006 & 2010)

Spending by Brokers, Agents and Developers

Figure 1.12: Brokers, Agents & Developers Ad Spending by Media (2004-2006 & 2010)

Private Party Advertisers

Figure 1.13: Private Party Ad Spending by Media (2004-2006 & 2010)19

Chapter 2 - The “Free” Listings Phenomenon

Free Listings Sites Grow

Figure 2.1: Online Rental Listings Count

Where’s the Revenue in Free?

Chapter 3 - The Dawn of Real Estate Web 2.0

Figure 3.1: Homebuyers Value of Web Site Features

(Percentage Distribution)
For Sale By Owner Sites

Conclusions

APPENDIX A

Media Definitions

APPENDIX B

Real Estate Agent Online Usage Survey
Ordering and More Information
Price and Delivery Options


MindBranch has been the leading provider of industry and investment research from more than 550 independent research firms since 1992. With over 90,000 market research reports, MindBranch is your trusted source of competitive business intelligence.