Real estate giant has decided to drop television advertising, and move its spend online. Why?

• TV’s ability to drive up brand recognition is no longer needed; the firm already enjoys 97-99% name recognition
• In 2008, lead generation via online increased 237%
• Cost per lead fell 62%

The fact that the real estate market has tanked has probably made the decision a bit easier. Performance-based marketing can leverage the brand equity it built during the boom years and let it ride out the downturn.

Interestingly, Century 21 was the first real estate franchise to advertise on television back in the 1970s.

This entry was posted on Wednesday, January 14th, 2009 at 12:36 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.