I recently read an article from Search Engine Watch regarding one of the largest national realty companies, Century 21, who has decided to move a large part of their TV advertising budget for 2009 to online marketing. Bingo, they get it!
In an industry that has historically relied on print and traditional advertising, it only makes sense to start investing more where the buyers are looking. A home of all things, requires research. Whether you're looking for a certain community, neighborhood, floorplan, or agent, online search will be involved in your decision making process.
One of the leading real estate agencies in Indiana, Century 21 Scheetz, is using corporate blogging and the Compendium blog software to increase their online visibility and generate more online leads. As Beverly Thorne, Century 21 senior VP-marketing, told Advertising Age, "the company's research and testing revealed that its online investments in 2008 were substantively more productive and efficient than its offline efforts." Century 21 is leading the way, and other real estate companies would be smart to follow.
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