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For a digital agency or advertiser, REALM offers an audience of home buyers and new movers, a segment long-known for being powerful spenders. When people purchase a new home, they spend much more aggressively than at other times, buying everything from various financial services, new furniture and appliances, home decor, to new cars and services of every kind. In the twelve weeks surrounding the home purchase, Americans spend, on average, over $9,000 on these goods and services. Advertising on the real estate sites used by these consumers during their move cycle connects them with the goods and services they need, at the time they need them.
The REALM Network is a more effective advertising channel than simply buying media on the traditional real estate portals. The "one-size-fits-all " approach of the major listings sites isn’t satisfying the online real estate audience, as indicated by a 2009 California Association of Realtors survey of online home buyers which shows that 81% of home seekers used individual real estate Web sites to search for a new home. The sites that consumers look to first are the local agents and regional real estate companies with a deep understanding of their communities. These are the sites that comprise the Real Estate and Living Media Network.
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