A superheated home-sales market has masked some subtle shifts in the $11.5 billion Real Estate advertising category. Homes are selling faster than agents can advertise them, and a new, less expensive way of reaching home buyers has emerged in the form of MLS-based Web sites. Meanwhile, an erosion of traditional media advertising -- particularly for newspapers -- has been occurring. In 1997, newspapers received $755 per home sold in advertising revenues; today it's $605. This Borrell Associates report examines the shift and and provides additional insights from surveys with classified advertising, online managers, and MLS executives.
