Borrell Associates' '2005 Online Real Estate Advertising Report' details $11.4 billion in real estate advertising and focuses on this year's projected $1.8 billion in online media spending. It examines the inroads that the search engines and lead-generation Web sites are making with local advertisers. The search engines in particular are tapping local agents and brokerage firms to the tune of more than $500 million and are rapidly growing share. Local agents and brokers now account for 23 percent of all Paid Search listings, bidding an average of more than $1 per click on local keywords.
While overall real estate advertising flattens, the online portion will grow 55 percent this year. Online is poised to overtake the longtime leader in this category -- newspapers -- by 2009. By year's end, online spending will hit $1.8 billion, garnering a 15.7 percent share of the $11.4 billion real estate advertising market. Lead generation and paid search have emerged as the leading forms of advertising, with agents and brokers paying an average of more than $1 per click and $10 per lead. This 27-page report offers 12 charts and graphs and a foreword by our advertising analyst, Kip Cassino.
