IT PAYS TO ADVERTISE?

Classified Intelligence LLC recently polled 344 readers of Realty Times, and 50 percent said the Internet is not providing enough leads. The lack of online leads could be attributed to the vast number of options available on the Web, which 39 percent of respondents said is overwhelming. According to the survey, the bulk of Realtors’ leads come from word of mouth, signs and billboards, and print advertisements. “When you combine the relatively high effectiveness ranking of print with the fact that only 14 percent of total print users use it primarily because it is effective, the implication emerges that agents and brokers don’t see advertising in general as a very effective marketing tool,” says survey author Sue Stenberg. In terms of where Realtors expect to spend their advertising budgets, their Web sites ranked first, followed by flyers, signs and billboards; direct marketing; and local newspapers. The survey also reveals that Realtors increasingly turn to blogging, social networking and national Web sites for advertising.

Source: Realty Times (10/24/07) Evans, Blanche
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