Market Research by Industry by CharlieThhomas

VIEWS: 44 PAGES: 16

									REALTOR Magazine Research
The average REALTOR®
spends $6,580 annually
on business expenses.
With 1.26 million
REALTORS®, that’s a
potential market of
$8.3 billion.
Source: National Association of REALTORS® 2008
Member Profile.




                                                  The Purchases
                                                 Technology ______________________________________________ 1

                                                 Finance & Investments _____________________________________ 5

                                                 Automobiles _____________________________________________ 8

                                                 Insurance ______________________________________________ 10

                                                 Business & Closing Gifts ___________________________________ 11

                                                 Professional Expenses _____________________________________ 12
                                                                                                                        Technology
                                                                                                                                gy

 REALTORS® Use Computers at Home and at Work                                                                                REALTORS®
                                                                                                                            Spend Money on
                                   % of REALTORS®                            % of U.S. Adults
                                                                                                                            Technology
         Household Owns                                                                                                     ■   A REALTOR® spends
     a Personal Computer               90.0%                                     73.8%
              (Index 122)                                                                                                       a median of $1,400
            Desktop (Index 98)         82.8%                                     84.9%                                          per year on a home
       Laptop/Notebook/Tablet
                                                                                                                                computer system
                                       65.2%                                     27.1%
                   (Index 211)                                                                                                  (Index 127)
                PDA/Handheld           23.9%                                     n/a                                        ■   REALTORS® collectively
    Personal Computer is                                                                                                        have spent over $1.75
                                       81.7%                                     59.7%
 Used at Work (Index 137)                                                                                                       billion annually to
            Desktop (Index 89)         63.5%                                     71.0%                                          purchase computers
                                                                                                                                for their households
             Laptop/Notebook/          44.0%                                     22.8%
              Tablet (Index 211)                                                                                            ■   A REALTOR® purchases
                PDA/Handheld           16.5%                                     n/a                                            an average of 2.8
                                                                                                                                software programs
                                   0       20       40   60   80      100    0         20   40      60     80     100           each year
 Base: 90% of REALTORS® with households owning a computer; 81.7% of REALTORS® using a computer at work                      ■   REALTORS® spend a
 Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions                                                      median of $257 on
                                                                                                                                software each year
                                                                                                                            Base: 90% of REALTORS® with households
                                                                                                                            owning a computer
 REALTORS® Rely on Different Types of Software                                                                              Sources: 2007 REALTOR® Magazine Reader
                                                                                                                            Profile Study, MRI Market Solutions; NAR
                                                                                       # of REALTORS® Owning                membership database, June 2007
 Word Processing                                                                                 981,371
 Multiple Listing Software                                                                       791,631
 Spreadsheet                                                                                     706,185
 Desktop Publishing                                                                              692,363
 Accounting                                                                                      554,142
 Comparative Market Analysis                                                                     551,629
 Communications/Fax                                                                              515,188
 Electronic Forms                                                                                503,879
 Database                                                                                        420,947
 Contact Management                                                                              413,407
 Personal Finance/Tax Preparation                                                                408,381
 Presentation Graphics                                                                           392,046
 Education/Training                                                                              281,469
 Virtual Tour                                                                                    231,206
 Loan Analysis                                                                                   224,924
 Time Management                                                                                 214,871
 Property Management                                                                             98,011
 Web Authoring                                                                                   89,216
 Base: 90% of REALTORS with households owning a computer
                        ®


 Sources: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008




WWW.REALTOR.ORG/REALTORMAG                      |    REALTOR ® Magazine                                                 2009 Media Information                    1
        Technology
                gy

“We use a wide variety of          REALTORS® Have More Computer Peripherals Than Do U.S. Adults
media vehicles from across
the real estate industry to                                % of REALTORS®                                    % of U.S. Adults
generate leads from real                                       Peripherals - Own At Home
estate agents. An analysis                CD-ROM Drive         80.8%                                          59.6%
of results from the past                    (Index 136)
                                           CD-RW Drive
12 months revealed that                     (Index 140)
                                                               72.8%                                          52.0%

REALTOR® Magazine’s
                                   DVD Drive (Index 181)       68.6%                                          37.9%
online vehicles were far and
                                         LCD Flat Panel        60.8%                                          30.3%
away our top performers,             Monitor (Index 201)
consistently delivering              Scanner (Index 158)       61.6%                                          39.1%
outstanding response rates.
                                   Speakers (Index 136)        80.5%                                          59.1%
For us it means lower
cost-per-lead numbers,              Webcam (Index 135)         14.6%                                          10.8%

and excellent cost-per-sale
                                                               Peripherals - Use At Work
                                                               75.7%
numbers.”
                                          CD-ROM Drive
                                                               56.3%                                          51.8%
                                            (Index 109)
– Mike Miller, President
                                           CD-RW Drive
  Broadcast Marketing LLC/                  (Index 158)        43.8%                                          27.7%

  Talking House                    DVD Drive (Index 167)       36.0%                                          21.5%

                                           LAN/Network
                                                               25.3%                                          27.6%
                                             (Index 92)
                                         LCD Flat Panel
                                                               45.3%                                          29.3%
                                     Monitor (Index 155)

                                    Scanner (Index 225)        43.0%                                          19.1%

                                    Speakers (Index 122)       44.5%                                          36.4%

                                    Webcam (Index 122)          2.8%                                          2.3%

                                                           0           20    40   60       80     100     0           20   40     60       80   100

                                   Base: 90% of REALTORS® with households owning a computer; 81.7% of REALTORS® using a computer at work
                                   Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




                               The Internet Is an Important Business Tool for REALTORS®
                               ■   99.4% of REALTORS® have Internet availability (Index 123)
                               ■   A REALTOR® looks at the Internet an average of 119.6 times per month
                               ■   95% of REALTORS® consider the Internet to be an integral part
                                   of their business
                               ■   Nearly 90% of REALTORS®’ firms have a Web site
                               ■   60% of REALTORS® personally have a Web site for business
                               ■   35% of REALTORS® having their own Web site use a third-party service
                               ■   REALTORS® spend a median of $300 to maintain their Web site
                               Sources: National Association of REALTORS® 2008 Member Profile; 2007 REALTOR® Magazine Reader
                               Profile Study, MRI Market Solutions; NAR membership database, June 2008




2    2009 Media Information                                                 REALTOR ® Magazine           |    WWW.REALTOR.ORG/REALTORMAG
    More REALTORS® Than U.S. Adults Have Internet Availability at Home
                         % of REALTORS®                                     % of U.S. Adults

      Household
     Has Internet
                            96.0%                                               64.6%                                            84% of
     DSL (Index 163)        44.9%                                               27.5%                                            REALTORS®
       Cable Modem
                            36.3%                                               32.3%
                                                                                                                                 prefer to
         (Index 112)
      Dial-Up Modem
                                                                                                                                 communicate
                            11.5%                                               33.5%
           (Index 34)                                                                                                            with current
                        0           20   40      60       80      100       0           20   40    60       80     100
                                                                                                                                 clients via
    Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions                                                    e-mail
                                                                                                                                 Source: National Association
                                                                                                                                 of REALTORS® 2008 Member
                                                                                                                                 Profile
REALTORS® Use Wireless to Access the Internet
■   35% of REALTORS® have wireless access at home (Index 625)
■   26.4% have wireless access at work
■   45.4% of REALTORS® have Wi-Fi
■   29% have Bluetooth
■   10.7% have GSM (Global System for Mobile)
Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions



    The Majority of REALTORS® Use Cellular/Digital Phones*

                        T-Mobile 9.7%



       Other 10.4%                                                                                      Verizon 36.5%




    Sprint/Nextel 18.2%




                                                                                                  AT&T/Cingular 29.6%



    * Total may add to more than 100% due to multiple responses
    Base: 98.5% of REALTORS® owning a cellular/digital phone
    Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




WWW.REALTOR.ORG/REALTORMAG                       |    REALTOR ® Magazine                                                 2009 Media Information                 3
                  gy
          Technology

                                      Many REALTORS® Plan to Purchase Technology in the Next 12 Months
                                                                                                                               # Planning to Purchase

     476,235                          Household Plans to Purchase a Computer                                                            403,355

                                      Wireless Internet and/or Wireless E-mail                                                          240,002
     REALTORS®
     have a                           Cellular/Digital Phone                                                                            237,489

     phone line                       Camera                                                                                            233,720
     dedicated to                     Camcorder                                                                                         60,315
     business in                      Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008

     their homes
     Sources: 2007 REALTOR®
     Magazine Reader Profile Study,   977,601 REALTORS® Have a Home Office Equipped for Business (Index 585)
     MRI Market Solutions; NAR
     membership database,                                                                                                            # Owning
     June 2008
                                      Fax Machine                                                                                       913,517

                                      Copy Machine                                                                                      861,998

                                      Telephone with Added Features                                                                     549,115

                                      Real Estate Calculator                                                                            611,943

                                      Postage Meter                                                                                     55,289

“The display ad we run                Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008

every month in REALTOR®
Magazine continues to
deliver for us year in and            REALTORS® Own Many Types of Cameras (Index 219)
year out. We look for ways                                            % of REALTORS® Owning                        % of U.S. Adults Owning
to reach broker/owners, and
REALTOR® Magazine has                           Digital (Index 307)       85.7%                                        27.9%
been part of our marketing
                                                35 mm (Index 192)         39.0%                                        20.3%
program for several years.
We’ve found it to be a                     Camcorder (Index 220)          48.8%                                        22.2%

worthwhile investment.”                Movie (excluding camcorder
                                                                            9.1%                                       1.1%
                                      or video camera) (Index 827)
– Tom Denk
                                                  APS (Index 163)          5.7%                                         3.5%
  Director of Marketing
                                                Instant Developing
  ShowingTime                                                              4.0%                                        2.9%
                                                        (Index 138)

                                                                      0       20    40      60      80     100     0          20   40     60      80   100

                                      Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




4     2009 Media Information                                                 REALTOR ® Magazine              |    WWW.REALTOR.ORG/REALTORMAG
                                                                                                                             Finance & Investments

   Over 1.2 Million REALTORS® Own Credit Cards for Their Purchasing Needs

                                        100

                                                                                                                                                                                    77.7% of
                                                                                                                                    REALTORS®
 % of REALTOR® and U.S. Adults Owning




                                               81.9%                                                                                U.S. Adults
                                        80

                                                                    65.3%
                                                                                                                                                                                    REALTORS®
                                        60                                                                                                                                          have a
                                                                                    42.7%
                                                                                                                                                                                    premium
                                        40              37.3%
                                                                            30.5%
                                                                                                       33.2%                32.8% 31.8%                                             credit
                                                                                                                                           22.4%          21.0%
                                                                                                                                                                                    card (with
                                                                                            18.0%
                                        20
                                                                                                               10.9%                                               12.3%            rewards)
                                                                                                                                                   6.1%
                                                                                                                                                                                    Base: 95.7% of REALTORS®
                                        0                                                                                                                                           owning a credit card
                                                   Visa             MasterCard          Visa            American            Department      MasterCard        Discover
                                               (Index 220)          (Index 214)     Check-Card           Express            Store Credit    Debit Card       (Index 171)            Source: 2007 REALTOR®
                                                                                    (Index 237)        (Index 305)             Card         (Index 367)                             Magazine Reader Profile Study,
                                                                                                                            (Index 103)                                             MRI Market Solutions

      Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008




 REALTORS® Charge Over $21.9 Billion on Credit Cards Per Year

                                                                                                                                        Avg. Monthly Expenditure
                                                                                                                                              (Index 235)
 REALTORS®                                                                                                                                        $1,838.10

 U.S. Adults                                                                                                                                       $511.70
 Base: 95.7% of REALTORS® owning a credit card
 Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008




   REALTORS® Use a Variety of Financial Institutions
                                                         % of REALTORS®                                                % of U.S. Adults

         Full Service Bank
               (Index 160)                                  80.1%                                                          50.1%

                                        Credit Union
                                         (Index 140)        32.5%                                                          23.2%

                             Savings & Loan
                                                            15.1%                                                          10.2%
                                 (Index 148)
       Mutual Funds Co.                                     13.6%                                                           3.4%
           (Index 400)
                                        Internet Bank           8.1%                                                       2.3%
                                          (Index 352)
          Federal Savings
                                                             4.5%                                                          2.0%
         Bank (Index 225)

                                                        0           20        40      60          80       100         0           20      40      60         80      100

      Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




WWW.REALTOR.ORG/REALTORMAG                                                            |    REALTOR ® Magazine                                                               2009 Media Information                   5
                 Finance & Investments

                                     REALTORS® Use Numerous Banking Services
                                                                  % of REALTORS®                                  % of U.S. Adults

    461,156                                 Checking Accounts         98.7%                                           51.3%
                                                   (Index 192)
    REALTORS                  ®
                                             Savings Accounts
                                                                      75.7%                                           33.0%
    plan to have                                  (Index 229)
                                       Money Market Accounts
    a complete                                   (Index 425)
                                                                      45.0%                                           10.6%

    financial                              First Home Mortgage
                                                   (Index 401)        61.7%                                           15.4%

    review in                                   Second Home
                                         Mortgage (Index 362)         19.2%                                            5.3%

    the next 12                         Auto Loan for New Car
                                                                      31.2%                                           10.4%
                                                  (Index 300)
    months                                 Home Equity Line of
                                                                      22.5%                                            5.0%
    Source: 2007 REALTOR®                   Credit (Index 450)
    Magazine Reader Profile Study,      Personal Line of Credit       16.0%                                            3.6%
    MRI Market Solutions; NAR                      (Index 444)
    membership database,             Personal Loan (Index 187)        10.1%                                            5.4%
     June 2008
                                     Home Improvement Loans
                                                                       4.4%                                           1.0%
                                      (unsecured) (Index 440)

                                                                  0           20   40   60      80      100       0           20   40    60       80   100

                                     Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




                                     962,523 REALTORS® Own Securities (Index 326)*
                                                                                                                                   # of REALTORS®
    501,366                          Mutual Funds (Stocks/Bonds) (Index 379)                                                            510,162
    REALTORS                  ®
                                     Common or Preferred Stock (Index 536)                                                              491,314
    contacted a                      Money Market Funds (Index 406)                                                                     316,652
    brokerage                        U.S. Government Bonds (Index 281)                                                                  296,547
    firm in
                                     Savings Certificates/CD’s (Index 368)                                                               272,673
    the last
    12 months                        Tax Exempt Funds/Annunities (Index 422)                                                            260,107

    (Index 475)                      Investment Collections of Antiques, Books, Stamps, etc. (Index 2014)                               177,175
    Sources: 2007 REALTOR®           Insured Money Market Accounts (Bank) (Index 610)                                                   153,300
    Magazine Reader Profile Study,
    MRI Market Solutions; NAR        City/Municipal or State Bonds (Index 589)                                                          66,598
    membership database,
     June 2008                       Investments in Gold or Other Precious Metals or Gems (Index 900)                                   56,545

                                     Corporate Bonds or Debentures (Index 250)                                                          25,131
                                     * Does not include 401(k) or pension plans
                                     Sources: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008




6    2009 Media Information                                                    REALTOR ® Magazine             |   WWW.REALTOR.ORG/REALTORMAG
 The Average Value of a REALTOR®’s Investment Portfolio Is $381,600
 (Index 586)

                                                                                                     % of Value
                                                                                                                                      289,008
 $150,000 or More (Index 282)                                                                           49.6%
                                                                                                                                      REALTORS®
 $50,000-$149,000 (Index 115)                                                                           21.1%
                                                                                                                                      have an
 $10,000-$49,999 (Index 40)                                                                             11.9%
                                                                                                                                      investment
 Under $10,000 (Index 30)                                                                               5.5%                          portfolio
 Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions                                                            worth
                                                                                                                                      $500,000 or
                                                                                                                                      more
 50% of REALTORS® Executed at Least One Investment Transaction in the
                                                                                                                                      Sources: 2007 REALTOR®
 Last 12 Months (Index 510)                                                                                                           Magazine Reader Profile Study,
                                                                                                                                      MRI Market Solutions; NAR
                                                            % of REALTORS®                         % of U.S. Adults                   membership database,
  1-2 (Index 615)                                                 24.6%                                 4.0%                            June 2008


  3-9 (Index 509)                                                  16.8%                                3.3%

  10-19 (Index 244)                                                3.9%                                    1.6%

  20 or More (Index 427)                                           4.7%                                    1.1%
 Source: 2007 REALTOR Magazine Reader Profile Study, MRI Market Solutions
                         ®


                                                                                                                                  “Needless to say,
                                                                                                                                  it’s imperative on
 799,170 REALTORS® Have Some Kind of Retirement or College Savings Plan                                                           CountryMLS being able
                                                                                                                                  to attract the true real
                             % of REALTORS®                                  % of U.S. Adults
                                                                                                                                  estate professional and
                                                                                                                                  REALTOR® Magazine
       IRA (Index 300)           40.5%                                           13.5%
                                                                                                                                  does that for us.
     401(k) (Index 175)          27.2%                                           15.5%                                            Thank you for your
          Pension Plan           16.7%                                           n/a                                              fine magazine and
                                                                                                                                  excellent readers. It is
  529 Plan (Index 269)             6.2%                                          2.3%
                                                                                                                                  indispensable to any
     Keogh (Index 450)           1.8%                                            0.4%                                             stable firm.”
                             0           20   40       60   80     100       0           20   40      60          80   100        – Ron Stacey, COO
                                                                                                                                    Promised Realty, Inc.
 Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




WWW.REALTOR.ORG/REALTORMAG                         |   REALTOR ® Magazine                                                    2009 Media Information                    7
             Automobiles

                                     REALTOR® Households Own/Lease 3,379,133 Vehicles
                                     Median # of vehicles a REALTOR® household owns/leases (Index 108)                                        2.7

    26.8% of                         Purchased their vehicle (Index 103)                                                                    96.2%

    REALTORS®                        Leased their vehicle (Index 171)                                                                       12.8%

    will buy                         Own/lease a domestic vehicle (Index 94)                                                                 67.8%

    or lease a                       Own/lease an imported vehicle (Index 152)                                                               67.1%
    vehicle in                       REALTOR households that purchased their vehicle new (Index 121)
                                               ®
                                                                                                                                            64.7%
    the next                         REALTOR® households that purchased their vehicle used (Index 77)                                       50.3%
    12 months                        Median price a REALTOR spends when purchasing a vehicle (Index 165)
                                                                     ®
                                                                                                                                            $26,200
    Source: 2007 REALTOR®
    Magazine Reader Profile Study,   Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions
    MRI Market Solutions



                                      Luxury Cars and SUV’s Are Top Sellers for REALTORS®
                                                               % of REALTORS® Owning/Leasing                      % of U.S. Adults Owning/Leasing

                                         Car (Index 122)           72.5%                                             59.2%

                                         Luxury (Index 307)        32.2%                                             10.5%

                                       Standard (Index 121)        11.4%                                                9.4%

                                               Intermediate
                                                                   23.2%                                             25.4%
                                                  (Index 91)

                                        Compact (Index 74)         11.9%                                             16.1%

                                               Subcompact
                                                                   98.7%
                                                                   12.2%                                             51.3%
                                                                                                                     15.1%
                                                 (Index 81)

                                        SUV (Index 171)            75.7%
                                                                   44.4%                                             26.0%
                                                                                                                     33.0%

                                       Full-Size (Index 182)       45.0%
                                                                   13.1%                                                10.6%
                                                                                                                       7.2%

                                       Compact (Index 158)         31.2%
                                                                   61.7%                                             19.8%15.4%

                                         Van (Index 98)            19.2%
                                                                   12.3%                                               5.3%
                                                                                                                     12.5%

                                       Full-Size (Index 133)       31.2%
                                                                   1.2%                                                 10.4%
                                                                                                                     0.9%

                                             Mini (Index 82)       22.5%
                                                                       9.6%                                            5.0%
                                                                                                                     11.7%

                                          Pick-Up Truck            28.8%16.0%                                         3.6%
                                                                                                                     17.8%
                                             (Index 162)
                                       Full-Size (Index 154)       16.9%
                                                                       10.1%                                         11.0%
                                                                                                                       5.4%

                                        Compact (Index 92)          4.4%
                                                                     6.9%                                            1.0%
                                                                                                                        7.5%

                                                               0           20    40   60       80      100       0           20   40   60       80    100

                                      Base: 99.6% of REALTOR® households currently owning/leasing a vehicle
                                      Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




8    2009 Media Information                                                     REALTOR ® Magazine           |    WWW.REALTOR.ORG/REALTORMAG
 REALTORS® Prefer Luxury Cars and SUV’s
                                                   % of REALTORS®            % of U.S. Adults   Index
 Passenger Cars                                                                                                 295,361
 Mercedes E Series                                        1.80%                  0.20%          900
                                                                                                                REALTORS®
 Lexus ES (300/330)                                       3.20%                  0.40%          800             own a
 BMW 500 Series                                           1.70%                  0.30%           567            Global
 Mercedes C Class                                         1.00%                  0.20%          500             Positioning
 Jaguar (all models)                                      1.30%                  0.30%           433
                                                                                                                System
 Lincoln Town Car                                         2.20%                  0.60%           367
                                                                                                                (GPS)
                                                                                                                Source: 2007 REALTOR®
 Saab (all models)                                        1.00%                  0.30%           333            Magazine Reader Profile Study,
                                                                                                                MRI Market Solutions; NAR
 Infiniti (all models)                                     2.80%                   0.90%          311            membership database, June
                                                                                                                2008
 Lincoln Continental                                      0.50%                  0.20%           250

 Audi 4, A6, A8                                           0.90%                  0.40%           225

 Chrysler Town & Country                                  1.70%                  0.80%           213

 Chrysler PT Cruiser                                      0.80%                  0.40%          200

 BMW 300 Series                                            1.10%                 0.60%           183

 Volvo (all models)                                       2.40%                   1.50%          160

 Mercury Grand Marquis                                    1.30%                   0.90%          144

 Cadillac De Ville/Concours/Elegance                      0.80%                  0.80%           100

 SUV’s
 Land Rover                                               1.60%                  0.20%          800

 Jeep Grand Cherokee/Laredo                               4.00%                  0.80%          500

 Acura MDX                                                1.00%                  0.20%          500

 Chevrolet Tahoe                                          3.50%                   1.00%          350

 GMC Yukon                                                2.00%                   0.70%          286

 GMC Envoy                                                1.40%                  0.50%           280

 Jeep Liberty                                             1.30%                  0.50%           260

 Chevrolet Trailblazer                                    1.70%                   0.70%          243

 Lexus RX (300/330)                                       0.60%                  0.30%          200

 Ford Escape                                              1.30%                   0.70%          186

 Chevrolet Suburban                                       2.00%                   1.20%          167

 Lincoln Navigator                                        0.30%                  0.20%           150

 Base: 99.6% of REALTOR® households currently owning/leasing a vehicle
 Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




WWW.REALTOR.ORG/REALTORMAG                    |   REALTOR ® Magazine                                    2009 Media Information                   9
         Insurance

REALTORS® Insure Their Property
                               % of REALTORS® Carrying                                  % of U.S. Adults Carrying

             Car Insurance                                                                  79.8%
                                   95.6%
                (Index 120)
    Homeowners/Personal            92.4%                                                    60.8%
      Property (Index 152)
          Personal Liability                                                                      6.5%
                                   45.1%
               (Index 694)
       Mortgage Insurance
                                   17.4%                                                      5.3%
              (Index 328)
  Small Business Insurance
                                   14.0%                                                    1.4%
              (Index 1000)

                               0           20           40           60     80    100   0                20       40     60     80      100

Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




REALTORS®, as Independent Contractors, Insure Their Health
                               % of REALTORS® Carrying                                  % of U.S. Adults Carrying

       Medical/Hospital/           84.5%                                                    68.4%
      Accident (Index 124)
     Prescription Medicine
                                   56.8%                                                    23.9%
               (Index 238)

         Dental (Index 138)        49.1%                                                    35.6%

         Vision (Index 153)        28.5%                                                    18.6%

                               0           20           40           60     80   100    0                20       40     60     80      100

Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




REALTORS® Insure Their Financial Futures
                               % of REALTORS® Carrying                                  % of U.S. Adults Carrying

            Life (Index 146)       73.6%                                                    50.4%

        Errors & Omissions         72.4%                                                    n/a

       Accidental Death &          31.1%                                                    13.2%
Dismemberment (Index 236)

      Disability (Index 157)       20.6%                                                    13.1%

   Loss of Income Through
Medical Causes (Index 206)         13.4%                                                          6.5%

           Long-Term Care
                                   12.4%                                                          5.9%
               (Index 210)

                               0           20           40           60     80    100   0                20       40     60     80      100

Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




10       2009 Media Information                                                  REALTOR ® Magazine           |   WWW.REALTOR.ORG/REALTORMAG
                                                                           Business & Closing Gifts

 REALTORS® Spend a Median of $54.00 on Each Gift

                                                                                               Less Than $25 11.5%
                                                                                                                               REALTORS®
                                                                                                                               give
 $75 or More 29.2%                                                                                                             business
                                                                                                                               and closing
                                                                                                                               gifts an
                                                                                                                               average of
                                                                                                   $25 - $49 34.6%
                                                                                                                               14.5 times
                                                                                                                               per year
                                                                                                                               Source: 2007 REALTOR®
                                                                                                                               Magazine Reader Profile Study,
                                                                                                                               MRI Market Solutions
 $50 - $75 24.7%



 Base: 73.9% of REALTORS® who gave a business/closing gift to a client in the last 12 months
 Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions




 REALTORS® Spend Over $456 Million on Business/Closing Gifts Each Year
                                                                                                                           “I’ve been marketing my
                                             % of REALTORS® Median # of Times
                                                                                                 Total # of Times          services in REALTOR®
                                                Who Give     per REALTOR®
                                                                                                                           Magazine’s classifieds
 Gift Cards                                          65.1%                          5.7              3,445,740             for the last eleven
 Gift Baskets                                        31.5%                          6.8               1,989,052            years because I get
 Other                                               30.2%                          5.2               1,458,267
                                                                                                                           consistent results from
                                                                                                                           this section. It is clear
 Flowers/Plants                                      30.2%                          3.3               925,438
                                                                                                                           that the REALTORS® I am
 Personalized Home Accessories                       23.6%                          4.4               964,254              trying to reach read this
 Distilled Liquor/Champagne/                                                                                               section, and I’m able to
                                                     24.5%                          2.6                591,515             generate leads very cost
 Wine/Cordials/Liqueurs
                                                                                                                           efficiently”
 Food/Sweets                                         16.3%                          3.5                529,764
                                                                                                                           – Craig Proctor
 Base: 73.9% of REALTORS® who gave a business/closing gift to a client in the last 12 months
 Sources: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008              Top 10 for RE/MAX®
                                                                                                                             Worldwide for 15 years




WWW.REALTOR.ORG/REALTORMAG                       |   REALTOR ® Magazine                                              2009 Media Information                     11
                        p
         Professional Expenses

“We tripled our business        The Typical REALTOR® Spends a Median of $6,580 on
in one year’s time by           Annual Business Expenses*
advertising in REALTOR®
Magazine. Our call counts                                         None 2%
                                   Less than $500 3%
and Web site hits skyrocket           $500 - $999 5%
at the time the new issues
                                                                                                                                    $20,000 or More
are released. Thank you                                                                                                             24%
REALTOR® Magazine!”
                                 $1,000 - $2,499 17%
– Kelly Heldreth
  President
  Happy Goose Promotions


                                                                                                                                    $10,000 - $19,999
                                                                                                                                    15%
                                 $2,500 - $4,999 18%




                                                                                                                                 $5,000 - $9,999 17%


                                *Total may add to more than 100% due to rounding
                                Source: National Association of REALTORS® 2008 Member Profile




                                Over 1.1 Million REALTORS® Use Shipping Services
                                                              % of REALTORS®                                % of U.S. Adults

                                        U.S. Postal Service       59.2%                                         12.8%
                                  Priority Mail (Index 462)

                                          UPS (Index 608)         55.9%                                            9.2%

                                        FedEx (Index 598)         54.4%                                            9.1%

                                          DHL (Index 738)         19.2%                                         2.6%

                                         Airborne Express
                                                                   3.8%                                         1.0%
                                              (Index 380)

                                        Other (Index 229)         1.6%                                          0.7%

                                                              0          20   40   60       80    100       0          20   40      60     80     100

                                Source: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008




12     2009 Media Information                                             REALTOR ® Magazine            |   WWW.REALTOR.ORG/REALTORMAG
 Marketing of Services Is the Second Largest Expense Incurred by
 REALTORS® With a Median of $810*

                                                                                                                                 REALTORS®
                None 13%
                                                                                    $5,000 or more 10%                           spend
                                                                                                                                 a median
                                                                                              $2,500 - $4,999 9%                 of $710
                                                                                                                                 annually on
                                                                                                                                 professional
                                                                                                     $1,500 - $2,499
                                                                                                                                 development
                                                                                                     11%                         Source: National Association
 Less than $500 26%
                                                                                                                                 of REALTORS® 2008 Member
                                                                                                                                   Profile




                                                                                               $1,000 - $1,499 12%




                                                                                 $500 - $999 18%

 *Total may add to more than 100% due to rounding
 Source: National Association of REALTORS® 2008 Member Profile




 Professional Development Is Important to REALTORS®
 Types Attended                                                                           # of REALTORS®
 Sales                                                                                          649,269

 Marketing                                                                                       531,132

 Prospecting                                                                                    359,295

 Finance & Accounting                                                                           222,607

 Communications                                                                                 210,890

 IT/Technical                                                                                   129,854

 Other                                                                                          283,140
 Base: 77.7% of REALTORS Attending
                         ®


 Sources: 2007 REALTOR® Magazine Reader Profile Study, MRI Market Solutions; NAR membership database, June 2008




WWW.REALTOR.ORG/REALTORMAG                    |   REALTOR ® Magazine                                                   2009 Media Information                   13
                                                                                                     ®




T H E   B U S I N E S S   T O O L    F O R   R E A L   E S T A T E    P R O F E S S I O N A L S


430 N. Michigan Avenue          |   Chicago, IL 60611      |   E-mail: adsales@realtors.org              |    www.REALTOR.org/realtormag



         Frank J. Sibley                               Allison Fitch-Markham                                 Pamela Geurds Kabati
         SENIOR VICE PRESIDENT,                        MARKETING MANAGER, PUBLICATIONS                       VICE PRESIDENT, EDITORIAL DIRECTOR
         COMMUNICATIONS AND CONVENTIONS                AND PROMOTIONS                                        P: (202) 383-1044
         P: (312) 329-3271                             (contact regarding marketing                          F: (202) 383-1231
         F: (312) 329-8814                             and research)                                         E-Mail: pkabati@realtors.org
         E-Mail: fsibley@realtors.org                  P: (312) 329-8459
                                                       F: (312) 670-1560                                     Stacey Moncrieff
         Jill Powers                                   E-Mail: afitch-markham@realtors.org                    MANAGING DIRECTOR, EDITOR IN CHIEF
         ADVERTISING SALES ASSOCIATE                                                                         P: (312) 329-8496
         (contact regarding advertising                Karin Albright-Coleman                                F: (312) 670-1568
         and insertion orders)                         ADVERTISING PRODUCTION COORDINATOR                    E-Mail: smoncrieff@realtors.org
         P: (312) 329-8332                             (contact regarding materials)
         F: (312) 329-8174                             P: (312) 329-8461
         E-Mail: jpowers@realtors.org                  F: (312) 329-8184
                                                       E-Mail: kalbrigh@realtors.org



Advertising Representatives
        NORTHEAST                                      MI, CANADIAN PROVINCE OF ON                           Classified Advertising
        CT, MA, ME, NH, NJ, NY, PA, RI, VT,            Ed Fisher
                                                                                                             (COMPANIES BEGINNING WITH A-M)
        CANADIAN PROVINCES OF NB, NS, QC               Ed Fisher & Company
                                                                                                             Carole McLaughlin
        Diane Sacken                                   1033 Putney
                                                                                                             Classified Sales Representative
        Northeast Account Manager                      Birmingham, MI 48009
                                                                                                             REALTOR® Magazine
        James G. Elliott Co.                           P: (248) 540-0948
                                                                                                             430 N. Michigan Avenue
        135 E. 55th Street                             F: (248) 540-0905
                                                                                                             Chicago, IL 60611
        New York, NY 10022                             E-Mail: efisherco@earthlink.net
                                                                                                             Toll free: (800) 542-4835 x 1
        P: (212) 588-9200 x 1324
                                                                                                             P: (312) 329-8561
        F: (212) 588-9201                              MIDWEST
                                                                                                             F: (312) 670-1546
        E-Mail: d.sacken@jamesgelliott.com             IA, IL, IN, KS, MN, MO, ND, NE, OH, SD, WI,
                                                                                                             E-Mail: cmlaugh@realtors.org
                                                       CANADIAN PROVINCE OF MB
        SOUTH                                          Stephen Coughlin
                                                                                                             (COMPANIES BEGINNING WITH N-Z)
        AL, AR, CO, DC, DE, FL, GA, KY, LA, MD, MS,    Midwest Account Manager
                                                                                                             Tiffni Williams
        NC, NM, OK, SC, TN, TX, VA, WV                 REALTOR® Magazine
                                                                                                             Classified Sales Representative
        Bob Jameson                                    430 N. Michigan Avenue
                                                                                                             REALTOR® Magazine
        Southeast Account Manager                      Chicago, IL 60611
                                                                                                             430 N. Michigan Avenue
        Jameson Weinbrenner Co., Inc.                  P: (312) 329-8340
                                                                                                             Chicago, IL 60611
        13140 Coit Road, Ste. 300                      F: (312) 329-8198
                                                                                                             Toll free: (800) 542-4835 x 2
        Dallas, TX 75240                               E-Mail: scoughlin@realtors.org
                                                                                                             P: (312) 329-8363
        P: (972) 669-1663
                                                                                                             F: (312) 670-1537
        F: (972) 783-1718                              WEST
                                                                                                             E-Mail: twilliams@realtors.org
        E-Mail: bob@jwwinc.com                         AK, AZ, CA, HI, ID, MT, NV, OR, UT, WA, WY,
                                                       CANADIAN PROVINCES OF AB, BC, SK
                                                       Ted Hemminger
                                                       Account Manager
                                                       James G. Elliott Company
                                                       626 Wilshire Boulevard, Ste. 500
                                                       Los Angeles, CA 90017
                                                       P: (213) 596-7209
                                                       F: (213) 624-0997
                                                       E-Mail: t.hemminger@jamesgelliott.com

								
To top