Summary: The diversity and complexity of the local market is mirrored to a degree within the real estate vertical. Real estate could also potentially be seen as a leading indicator of what could transpire in other segments, as small business advertisers are compelled to respond to consumer adoption of the Internet for local information.
The data reflect that almost 60 percent of buyers now use the Internet as part of the process of looking for a home. By the same token, non-Internet buyers represent a declining share of the overall market.
The data thus show an industry very much in transition, in some cases at an accelerated pace. And growing adoption of the Internet and real-estate vertical sites by homebuyers will ultimately drive a larger percentage of marketing online.