Interesting tidbit from Inman News about Century 21 and their advertising strategy going into 2009:
Century 21 bids adieu to TV ads
Real estate ad dollars continue migration to online
Century 21 Real Estate will stop running national television spots in order to beef up online advertising such as display ads, search-engine marketing, and partnerships with real estate listing sites.
Although we no longer have a C-21 franchise in Dubuque, I know that this points to the ever-growing trend by real estate companies to abandon traditional media (print, television, & radio) in favor of online marketing. It’s old hand now in the real estate industry that upwards of 80% of buyers BEGIN their home search online.
Realtors and their brokers are coming to the realization that so-called “old media” isn’t having quite the same effect it used to. That’s not to say there isn’t a place in a marketing plan for these outlets, it just points to the trend of companies and agents spending their advertising dollars where the majority of buyers (and sellers) are these days. I’ve noticed this same trend in Dubuque real estate marketing strategy and fully embrace it, myself (obviously!).
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