Research company Research and Markets has released its “2004 Analysis Online Real Estate Advertising Comes of Age” report.
While newspaper real estate advertising is declining (on a per sold home basis) internet media advertising is increasing. The report reveals that the internet is now the number two medium for reaching homebuyers (just behind yard signs). MLS listing databases were previously little threat to media advertising as they were closed systems.
However NAR’s two year old Internet Data Exchange (IDX) now lets consumers access MLS databases online that are more comprehensive than newspaper and magazine listings. The report notes the IDX policy is changing how agents and brokers are reaching consumers. According to the report nine of the twenty most visited real estate websites are operated by traditional brokerage firms which include extensive MLS data.
We previously reported on the increase in online local mortgage advertising.