Borrell: Ad Spend On Real Estate Aggregators To Reach $900 Million
Lead generators and aggregators, such as Realtor.com and IAC/InterActive Corp.'s RealEstate.com, typically command between $8 and $15 per lead, stated the report, titled "2005 Update: Online Real Estate Advertising."
Borrell estimated that search engines account for 27 percent of real estate-related online ad revenues ($506 million), thanks largely to Google and Yahoo!, which have "entered this space in a major way," according to the report. "Google and Yahoo! have been working with the large brokerage firms to help them compete with the listings aggregators on search results pages," stated the report, which added that brokerage firms and agents advertise intensively via sponsored search.
Web sites of newspapers, local TV and radio stations, and home magazines such as Trader Publications' Harmon Homes will take the remaining 23 percent of online real estate ad dollars (around $400 million), predicted Borrell.
The report noted that Yahoo! joined the aggregation market last year by joining forces with Prudential Real Estate. Currently, Yahoo! has 2.5 million online listings--but, the report notes, Yahoo! receives only one-fifth as much real estate traffic as Realtor.com, which has just 2.1 million listings. (Borrell relied on Nielsen//NetRatings for traffic numbers.)
Meanwhile, Google has successfully reached out to major brokers, according to the report. Researchers from Borrell found 274 advertisers bidding on Google for the keywords "Charlotte real estate," and 180 bidding for "Denver real estate."
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
Be the first to comment on "Borrell: Ad Spend On Real Estate Aggregators To Reach $900 Million"
Leave a Comment