But even though they complain about newspaper
advertising, realtors are still choosing print as their prime media option. About 15% of respondents say they still advertise in print, and survey respondents vote newspapers third out of 11
categories for producing qualified leads. One reason: Half say the results from national Web sites are below their expectations. And while 39% say they are overwhelmed by the number of advertising
options, only 5% think they have the media decision-making process down.
Further, the study shows that a shaky real estate outlook compels agents and brokers to stretch fewer dollars to more productive places, forcing a reassessment of media buys. Says Peter Zollman, founding principal of Classified Intelligence, "Choices for those advertising dollars have exploded, causing confusion on where to best spend their budgets."