In case you hadn’t heard C21 was brave enough (in my opinion) to say that they were going to be focusing more on their online efforts than their TV. I wonder why? Finally someone came out and said what others have known for a long time. The Internet is a great place where you can accurately measure the ROI. I first found about this from our friends over at Future of Real Estate Marketing and they wrote a great post about it and provide a link to the actual interview (not sure why C21 doesn’t ditch the whole gold jacket thing).

Who will admit that TV isn’t where consumers look for real estate?

This is becoming bigger and bigger business. Think about how the market is slowing in number of transactions being sold and more people are going to be competing on the Internet for their share of the market. What do I think we are going to see as a result of this?

I believe that we will see spending with the companies like Google, Trulia, Zillow, & Yahoo increase because companies can see what they are getting and can (if they are smart) turn that traffic into leads that they can shift down to their real estate agents because after all they are in the real estate business.

So who will admit that they are going to reduce TV dramatically? I would love to see Remax say that TV is overrated as they have a top performing real estate website and Internet presence that they could save themselves a fortune by dumping the TV money into Internet but who knows if they will come out and say it and maybe they will just do it quietly.

How will this affect you?

If you are advertising on Google with PPC like I do I would expect to see an increase in certain keywords. To be honest only words that I can’t afford to advertise on anyway. I would also expect to see future changes coming at the big portal sites like Zillow and Trulia as they get the big bucks from the big brokerages they will depend less on the every day real estate agent. I would protect myself now by making sure I was lean and mean (my brother and I review expenses all the time to make sure we are making everything count).

Most of all if C21 can say the Internet is the place to be make sure that you are there and there with force.

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