Research Alert: Real estate advertisers trimming digital
Borrell Associates' Real Estate Advertising Update has been completed, with an executive summary available for free. The report documents changes in this important $25.9 billion category, which is showing major signs of adjustment. Among the highlights:
- Category spending is down 6.9 percent this year.
- For the second year in a row, real estate advertisers are cutting digital.
- An "adjusting of the dials" is favoring magazines, cable and radio.
- Millennnials are wreaking havoc, favoring rentals instead of homebuying.
The report includes an easy-to-read 18-page summary in Powerpoint and PDF formats; the full results of a 44-question survey of 290 agents and brokers; and the company's popular Real Estate LA$R, an Excel-based report with rich detail on current and long-term forecast spending of this category.