| Housing starts are down 23 percent. Foreclosures are up 2 percent. Consumers’ intent to buy a home is down 4 percent. And 1 out of every 9 homes remains vacant. Yet real estate advertising has begun its rebound, signaling agents’ optimism that a recovery is imminent. As they emerge from the slump, the way they spend their marketing dollars has changed dramatically. Real estate professionals will spend an estimated $21.8 billion this year, up 8 percent from 2010. They are earmarking $8.9 billion of it for online media, an amount that has propelled real estate to the second-highest spending category. In fact, of all advertisers, real estate agents are earmarking the largest share of their ad budgets - an eye-popping 64 percent - for online media buys. This 56-page report is chock full of analyses and data, including 17 charts and tables and three appendices. Chapter 1 examines trends in home sales, mortgages, rentals and homebuilding; Chapter 2 dissects trends in advertising expenditures and breaks out amounts spent by agents, by apartment operators, by mortgage lenders, and by homebuilders; and Chapter 3 takes a deep dive into online real estate advertising, offering details from our recent survey of local real estate agents. Appendix A delivers the full results of our first-quarter 2011 survey of 389 local real estate advertisers, providing tremendous insights into how they view their various newspaper, broadcast, online and other marketing expenditures. Appendix B provides deep detail on advertising expenditures in more than two dozen charts and tables, including differences in local vs. national expenditures, spending across each of 11 media types, and our 5-year real estate advertising forecast.
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- Executive Summary
- Chapter I: Dealerships, Sales & Leads
- Fig. 1.1: U.S. Franchised New-Car Dealers, 2001-2011
- Fig. 1.2: U.S. Auto Dealers by Number of New Vehicles Sold, 1980-2010
- Fig. 1.3: U.S. Annual Sales of New Vehicles - 2001- 2011, in Millions
- Fig. 1.4: Auto Manufacturer U.S. Incentive Spending, April 2011
- Fig. 1.5: Franchised and Independent Car Dealers Compared
- Fig. 1.6: Households “Planning to Buy/Lease a New Car During the Next 12 Months” vs. Actual New-Car Sales (in Millions)
- Fig. 1.7: Percentage of Households “Planning to Buy/Lease a New Car during the Next 12 Months” who “Shop the Internet for a Vehicle”
- Fig. 1.8: Projected 2011 Used-Car Transactions by Category (in Millions)
- Chapter II: Ad -Spending Trends & Forecast
- Fig. 2.1: Auto Industry Ad Spending, 2009-2011 ($ Millions)
- Fig. 2.2: Average Ad Spending per Franchised Auto Dealer, 2010 vs. 2011
- Fig. 2.3: Average Ad Spending per Independent Auto Dealer, 2010 vs. 2011
- Fig. 2.4: Average Dealer Association Ad Spending, 2010 vs. 2011
- Fig. 2.5: Auto Manufacturer Ad Spending ($ Millions), 2010 vs. 2011
- Fig. 2.6: Private Party (Casual) Auto Sales Ad Spending, 2010 vs. 2011
- Fig. 2.7: Online Auto Ad Spending, by Type of Advertiser - 2009 - 2011 ($ Millions)
- Chapter III: The Online Phenomenon: No End in Sight
- Fig. 3.1: When it comes to banners and listings, dealers favor newspaper sites
- Fig. 3.2: Local auto dealers are aggressive online advertisers
- Fig. 3.3: Auto dealers have greater familiarity with mobile
- Fig. 3.4: High interest for mobile ads among auto dealers
- Fig. 3.5: Online auto advertising by format, 2010 and 2015
- Appendix A
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