realtor magazine media kit

A REALTOR® MAGAZINE 2010 MEDIA INFORMATION

HOW DO YOU REACH AN AUDIENCEOF 1.13 MILLION WITH A PURCHASINGPOWER OF OVER $6.6 BILLION? Q

The ReaderRealtoRs®. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . 2Products & services 3 Demographic Profile 4 Recommendations 5 Real estate Is a Career 6Readership 7 The MagazineCirculation 7 editorial Products 8 Advertisingadvertising opportunities 10Broker advertising 11Web advertising 12e-Newsletter advertising 13show Daily 14event sponsorships 15Value-added Marketing 16

REALTOR® Magazine in print

The magazine for the members of the National Association of REALTORS®.

Real Facts About REALTOR® Magazine

REALTORS®

Membership: 1.13 million

Purchasing Power: $6.6 billion

Independent Contractors: 82%

Income: 1.5 times the national average

education: 90% attended college

Circulation: 1.13 million

2010 MEDIA INFORMATION

REALTOR MAGAZINE® WWW.REALTORMAG.COM

1

REALTOR® Magazine by e-mail

Delivering industry news and business tips to REALTORS.®

REALTOR® Magazine live!

Covering meetings, expos, and special events for members.

REALTOR® Magazine Online

The companion Web site at www.realtormag.com featuringexclusive online content.

Our Mission REALTOR® Magazine is REALTORS®’ single source of information on how to achieve business success. The magazine and Web site advance real estate industry best practices, bring expert insights to significant industry trends, and provide REALTORS® with timely decision-making tools on business purchases and strategies.

Our

REALTOR® MAGAZINE ONLINE

advertising Impressions: 863,000 monthly average

Page Views: 875,000 monthly average

Visits: 360,000 monthly average

Unique Visitors: 250,000 monthly average

e-mail subscribers: Over 1 million Sources: NaR membership database, June 2009; National association of RealtoRs® 2009 Member Profile; association of Real estate license law officials’ Digest of Real estate license laws, 2009 edition; 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions; Harvey Communication Measurement studies, cumulative results, august 2008, December 2008, april 2009; Burst Media, January-May 2009; Webtrends, January-May 2009; eDialog, March-May 2009

REALTOR® MAGAZINE

Circulation: 1.13 million

Readership: 1.98 million (1.75 pass-along rate)

CPM: $47.29

audit: BPA Worldwide

syndicated Research: MRI Market Solutions, Harvey Research

B E T H E R E !

S u n d a y 1 1 / 0 9 / 0 8

Your Conference News Orlando

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

®

NAR Honors Good Neighbors With tumultuous cheers and a standing ovation from a riveted crowd of REALTORS®, 2009 President- elect Vick ie Cox Golder introduced the winners of this year’s Good Neighbor Award winners.

“You epitomize the spirit of community that is so much a part of being a REALTOR®, she said. “We’re proud to have you dem-onstrate to the world the positive impact REALTORS® are making across the country.”

REALTOR® magazine’s ninth-annual Good Neighbor Award honors the efforts of REAL-TORS® who make exceptional contributions to improve the quality of life in their communi-ties. In addition to the crystal trophies they received last night,

the five winners will each receive a $10,000 grant for their commu-nity cause and a $2,500 Lowe’s gift card. This year the Good Neigh-bor program received generous support from founding sponsor eNeighborhoods, Homes.com, Lowe’s, and LandAmerica Inc.

The 2008 WinnersLei Barry, ABR®, CRS, GRI, SRES, Keller Williams Real Estate, Blue Bell, Penn. Barry founded Inter-Faith Housing Al-liance more than 20 years ago to save low-income families from homelessness. Inspired by her own experience in the 1960s as a single mother with no place to live, Barry has worked to provide temporary housing for thousands of people.

Scott and Robin Gwaltney, Coldwell Banker at Your Service Realty, Ltd., Rochester, Minn., Every year for 16 years, the Gwalt-neys have been unpaid resident house parents for up to six academ-ically talented, but underprivi-

leged, teenage boys. As volunteers for Rochester Better Chance, the Gwaltneys have provided a haven for 46 inner-city youths from at-risk neighborhoods and mentored them through high school.

From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caro-line McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year.

“Cancer changed my perspective on my life, my sport, and my family,” said Lance Armstrong, keynote speaker at the REALTORS® Conference Gen-eral Session. He intends to come out of retirement and compete again in next summer’s Tour de France. “I think I can do it, though I’m not totally sure.”

REALTORS® looking for a model of how to succeed in tough times got an object lesson and an inspira-tional lift Saturday from someone who knows about surviving adver-sity: Lance Armstrong.

The cycling phenom and can-cer survivor addressed a crowd of more than 7,500 REALTORS® and guests at the Orange County Convention Center in Orlando as the keynote speaker at the REAL-TORS® Conference General Ses-sion.

“My challenge to you is—despite how tough things are—you have to find your passion,” said Armstrong, who says his life today is all about raising awareness about cancer sur-vival.

“Cancer is the best thing that has ever happened to me,” he said. “The disease taught me how to live, taught me how to fight, and taught me not to be afraid.”

Armstrong wrote the book on grit and fortitude. He won the character-testing Tour de France race a record-breaking seven con-secutive times. All seven victories came after his battle with testicular cancer.

The cyclist spoke movingly to the REALTORS® about his expe-rience and why he went public with his cancer experience. His doctor gave him a choice about how to go forward: Be a private person, or walk out as a public person and

See Passion, page 26 >

See Good Neighbor, page 26 >

DailyShow T O D A Y ’ S B E S T I D E A

Set mutually agreeable expectations, rather than guessing the price they

want to hear.Hear More: Adorna Carroll, ABR®, SRES

Seller Counseling Session

9:00AM – 10:30AM W224E. Level 2

CRB DAY

Courage in a CrisisInspirational Breakfast

with Lee WoodwardTicketed Event

Time. 6:45AM – 9:00AMPeabody Orlando

Location. Plaza Int’l Ballroom

Tap Your Mental EnergyInstinct-Driven Success

Time. 9:00AM - 10:30AMLocation. W224G, Level 2

Can’t Fail Closing Scripts Making the Shift from Good to Great

Time. 11:00AM – 12:30PM Location. W330D. Level 3

No More Awkward IntrosDiscover Your Memory Power

Time. 11:00AM – 12:30PM Location. Valencia Room,

W415B, Level 4

Price Right: Price OftenQuick Updates for a Quicker Sale

Time. 1:00PM – 2:00PM Location. Valencia Room,

W415D, Level 4

Tips on Weathering the Slowdown

The Perfect Storm for Commercial Investment Real Estate

Time. 1:00PM – 2:30PMLocation. W230C. Level 2

Get Ready for Your Close Up Look Clients, I’m on TV!

Time. 3:00PM – 4:30PMLocation. W224G. Level 2

Kool & the Gang Concert; Rides Galore

REALTORS® Night Out Time. 7:00PM – 11:00PM

Location. Universal Studies Shuttle Bus outside Hall D

Correction: The promotionfor Kerri Walsh and

Missy May-Treanor that appears on p. 12 should have appeared

on Saturday. The duo willnot appear Sunday.

Choose PassionOver Fear

Circulation: 1 million monthly, 200,000 daily and weekly

Circulation: 20,000 conference attendees

$271,448,400

Business Use of Vehicle

Marketing of Services

Technology Products and Services

Business Promotion

Administrative

Professional Development

Web Site Maintenance

$1,820,966,350

$859,586,600

$825,655,550

$814,345,200

$791,724,500

$780,414,150

0 400 800 1,200 1,600 2,000

Median Annual Income(REALTORS®)

Median Annual Income(U.S. Adults)

30

40

50

60

70

80

90

2001 2003 2005 2007

30

40

50

60

70

80

90

2001 2003 2005 2007

2009

2009

Average Annual Income(REALTORS®)

Average Annual Income(U.S. Adults)

$80.3$76.4

$86.2 $80.5$74.7

$34.7 $37.3 $40.0 $43.1$47.7

$56.0 $55.3$58.8 $60.6 $58.0

$30.1 $32.1 $32.5 $34.2 $38.0

TAP INTO THE REALTOR® BUSINESS MARKET

REALTORS®’ INCOMES ARE CONSISTENTLY HIGHER THAN THE U.S. AVERAGE

REALTORS® America’s Largest Market of Small Business OwnersHere’s your big opportunity to directly access more than a million small business owners. The 1.13 million members of the National Association of REALTORS® represent the country’s largest organization of independent entrepreneurs, and they are a profitable market for your products and services. Nearly all real estate salespeople are independent contractors running a business. Because REALTORS® are their own bosses, they make their own buying decisions and spend generously on products and services to ensure their success. Today’s REALTORS® have more education and work longer hours to build and manage their businesses. With an average of 10 years’ experience under their belts, these enterprising entrepreneurs earn more, so they are able to spend more on your products and services. Sources: National association of RealtoRs® 2009 Member Profile; 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

Sources: National association of RealtoRs® 2009 Member Profile; NaR membership database, June 2009

Sources: 2001, 2003, 2005, 2007, 2009 RealtoR® Magazine Reader Profile studies, MRI Market solutions

2 2010 MEDIA INFORMATION


The Reader

Is real estate the sole occupation for most REALTORS®?

Yes.Real estate is the only current occupation for 76% of REALTORS®.Source: National association of RealtoRs® 2009 Member Profile

Q

A



3

The Reader

How many REALTORS® maintain a home office?

89.4% of REALTORS® have anoffice set-up in their homeSource: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

Q

AHOW BIG IS YOUR TARGET MARKET?

Products and Services 1.13 Million Business Owners with $6.6 Billion in Purchasing PowerWhen opportunity knocks REALTORS® want to be first to open the door, and they want products and services that give them a competitive edge. Individually these independent contractors spend $5,810 on average each year on business purchases. Collectively, REALTORS® have purchasing power totaling $6.6 billion, making them a powerful market you’ll want to pursue.

Buyers and sellers expect their agent to be responsive. That’s why REALTORS® buy products and services that enable them to conduct business around the clock and anywhere they go. They buy new technology such as smartphones and have wireless access to the Web, e-mail, and more. They buy digital cameras, scanners, and Web services to help them maintain a presence online. They buy laptops, computer peripherals, and software to stay productive in their home offices. Get their attention with your advertising in REALTOR® Magazine, your direct connection to 1.13 million decision-makers. Sources: National association of RealtoRs® 2009 Member Profile; 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

REALTORS® Own % of REALTORS® # of REALTORS®

Digital cameras 96 5% 1,091,449

specialized software ** 95 2% 1,063,824

laptop computers 84 2% 952,331

Copy machines 78 7% 890,125

Camcorders 53 8% 608,497

REALTORS® Use

shipping services 95 8% 1,083,532

Credit cards 91 2% 1,031,504

Closing gifts 82 4% 931,973

third-party Web site services † 74 1% 569,068

Financial advisers 35 5% 401,517

REALTORS® Plan to Purchase*

Color printers †† 77 4%** 129,562

Cellular/mobile phones 43 3% 489,738

Personal computers 34 5% 390,207

Vehicles 24 8% 280,497

GPs navigation systems ††† 17 4% 195,816

*Plan to purchase in the next 12 months **Base 98 8% of RealtoRs® own a computer † Base 67 9% of RealtoRs® have a Web site †† Base 14 8% of RealtoRs® plan to purchase a printer ††† Base 99 5% of RealtoRs® own/lease a vehicleSource: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

For more REALTOR® research by industry, please see the Market Research insert at the back of this book.

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REALTOR® MAGAZINE READER PROFILE



Demographic Profile


REALTORS® U.S. Adults Index

Total Adults

Men 39.5 48 4 82

Women 60.5 51 6 117

Age

average age 51.9 43 7 119

Median age 53.0 43 1 123

Marital Status

Married 74.0% 58 3% 127

single 8.4% 25 9% 32

Widowed 2.7% 3 8% 74

separated or Divorced 14.9% 12 1% 124

Education

attended College 90.0% 59 9% 150

Graduated College or More 51.3% 29 8% 172

Post-Graduate study with Degree 14.3% 10 0% 142

Income and Personal Wealth (in thousands)

average Household Income $126.8 $76 5 165

Median Household Income $106.3 $64 3 165

average Investment Portfolio Value $135.7 $66 4 396

Median Investment Portfolio Value $260.1 $42 6 322

average Net Worth $721.0 -- --

Median Net Worth $486.3 -- --

Media Usage

average Number of Hours 12 7 hours 27 5 hours 46Watching tV Per Week

Median Number of Hours 10 7 hours 22 4 hours 48Watching tV Per Week

average Number of Hours 10 0 hours 15 5 hours 65listening to the Radio Per Week

Median Number of Hours 6 2 hours 8 6 hours 72listening to the Radio Per Week

Source: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

The Reader

How experienced are readers of REALTOR® Magazine?

The typical REALTOR® has 10 years experience. Source: National association of RealtoRs® 2009 Member Profile

Q

A



5

0 20 40 60 80 100

82.3%

76.2%

73.9%

70.1%

60.9%

60.2%

51.1%

37.5%

33.0%

Home Inspector

Mortgage Lender

Home Warranty

Title Company/Insurance

Termite/Insect Inspector

Settlement Attorney

Utilities

Homeowner’s Insurance

Banks

Home Builders

Moving Company

88.9%

86.6%

81.9%

Home ImprovementCompanies/Retailers

Recommendations REALTORS®’ Recommendations Create Opportunity for YouOne way for REALTORS® to add value is by being a resource for anything and everything that will help their clients close the deal and start life right in their new home. In fact, nearly 94 percent of REALTORS® tell us they regularly recommend products and services to their clients and their colleagues on home-related purchases. REALTORS®’ words carry a lot of weight, especially with the 40 percent of purchasers who are first-time home buyers. Advertising in a trusted business resource such as REALTOR® Magazine is a great opportunity for your products and services to get the attention of business men and women who are in a position to recommend them.Sources: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions, June 2009; National association of RealtoRs® 2009 Profile of Home Buyers and sellers

*Base 93 9% of RealtoRs® always or frequently recommend goods and services Source: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions


The Reader

REALTORS® RECOMMEND GOODS AND SERVICES TO THEIR CLIENTS*

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0

300,000

600,000

900,000

1,200,000

1,500,000

2006 2007 2008 2009200520042003200220012000

REALTOR® MEMBERSHIP REMAINS STRONG AT OVER 1.13 MILLION

Real Estate Is a Career

Source: NaR membership database, June 2009

Opportunity for the National Association of REALTORS®’ 1.13 Million Members Real estate provides great long-term career opportunities for serious professionals. Nearly half of the nation’s 2.4 million real estate licensees have joined the National Association of REALTORS® as proof that they mean business. REALTORS®’ NAR membership is key to helping them be perceived as ethical, credible, and knowledgeable professionals who deserve their clients’ trust.

NAR members appreciate the association’s efforts to promote high industry standards and provide resources like continuing education programs. They also place a high value on the industry-specific information they get from the association’s Web sites and publications, especially REALTOR® Magazine. Sources: NaR membership database, June 2009; NaR Member attitudes and advertising tracking study, 2008; 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

Outstanding Opportunities Today, Steady Growth for TomorrowThere’s never been a better time to buy a home. Low mortgage rates, combined with unprecedented affordability have created the most favorable market conditions in generations. More than 40 percent of today’s purchasers are

unencumbered first-time buyers, so REALTORS® are in high demand as they help newcomers get the best deals and guide them through the home-buying process. There’s more good news ahead: Demographic trends that will drive future demand remain firmly in pace, and all indications point to strong and steady growth into the next decade. Sources: National association of RealtoRs® Qualitative Research, Most agency, 2009; National association of RealtoRs® top 25 Metropolitan statistical areas Research, october 2008; the state of the Nation’s Housing, Joint Center for Housing studies of Harvard University, 2008; National association of RealtoRs® 2009 Profile of Home Buyers and sellers

Real Estate Snapshot» 87% of sellers use a real estate agent

when selling their home

» 81% of buyers use a real estate agent when buying their home

» 88% of buyers would use their real estate agent again or recommend the agent to others

» 85% of sellers would use their real estate agent again or recommend the agent to others

Source: National association of RealtoRs® 2008 Profile of Home Buyers and sellers

A Bright Housing Future Ahead» 85% of Americans say buying a home is a

“good financial decision.”

» 66% of Americans believe now is a good time to buy a home

» 77% of second-home buyers consider it a good time to invest in real estate

» 57% of investment buyers are likely to purchase another property in the next two years

Sources: RealtoRs® top 25 Metropolitan statistical areas Research, october 2008; National association of RealtoRs® 2008 Investment and Vacation Home Buyers survey

The Reader



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ReadershipREALTOR® Magazine Is Widely Read» 80.1% of REALTORS® read three out of four issues*

» 79.1% of REALTORS® read at least half the publication

» REALTORS® spend an average of 47 minutes reading each issue

* Base: 98 0% of RealtoRs® receive the magazineSources: NaR Member attitudes and tracking study, Carton Donofrio Partners, Inc , November 2008; 2009 RealtoR®Magazine Reader Profile study, MRI Market solutions

“ It’s ‘must’ reading to keep me current regarding trends in the real estate business.”

– REALTOR®, Salesperson “ I read it to learn what’s happening with others, market trends, and technologies. I like success stories that I can learn from.” – REALTOR®, Broker-Owner

“ It’s one of the best magazines for REALTORS®. It deals with the problems that they are faced with and how they can be solved.” – REALTOR®, Salesperson

“ I pick up new tips, and I look at what other companies are doing and what products are out there to facilitate my business.” – Associate, Broker-Associate

“ I want to learn the latest innovations regarding technology so our business can keep up with the times … I think well of the magazine.” – REALTOR®, Salesperson

20% Or Fewer Read 10% Or Fewer Read 5% Or Fewer Read

Business Week

Forbes

Real EstateBusiness

Fortune

0 3 6 9 12 150 3 6 9 12 15

Real EstateProfessional

Newsweek

Money

Time

0 4 8 12 16 20

Entrepreneur

FortuneSmall Business

Inc.

Fast Company

16.2%

14.0%

12.9%

10.6%

4.8%

3.0%

2.8%

1.8%

8.7%

8.2%

8.2%

5.6%

REALTORS® DON’T READ OTHER BUSINESS PUBLICATIONS

Source: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

The Magazine


How many readers does REALTOR® Magazine reach?

REALTOR® Magazinereaches

1.98 million readers on average. Source: Pass-along readership, Harvey Communication Measurement studies, april 2009, December 2008, and august 2008

Q

A

Publication Title Circulation* Cost per Thousand (CPM)*

Real Estate Publications

RealtoR® Magazine 1,245,140 $47 29

Real estate Professional 67,250 $58 59

Real estate Business 10,000 $267 00

Real estate Magazine 42,000 $220 24

Small Business Magazines

entrepreneur 606,770 $137 58

Fast Company 744,337 $103 42

Fortune small Business 1,004,490 $110 30

Inc 712,961 $104 07

Business Publications

Business Week 935,820 $119 89

the economist 747,254 $72 87

Forbes 919,742 $124 50

Fortune 865,517 $190 06

Financial Magazines

Kiplinger’s Personal Finance 825,080 $82 38

Money 1,913,459 $100 45

News Weeklies

Newsweek 2,701,893 $83 86

time 3,360,135 $81 47

Technology Publications

PC Magazine 645,884 $121 41

PC World 603,999 $138 89

Wired 703,593 $111 94

* statistics refer to 2008 rates and circulation figures

Sources: sRDs Business Publication advertising source, June 2008 and December 2008; sRDs Consumer Publication advertising source, June 2008 and December 2008; Real estate Business 2009 Media Kit; the Real estate Professional 2009 Media Kit; NaR membership database, December 2008; 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions, June 2009

REALTOR® MAGAZINE IS YOUR BEST VALUE FOR REACHINGSMALL-BUSINESS PROFESSIONALS

Circulation The One Business Tool Read by Over a Million REALTORS®

In today’s economy you can’t afford to overlook an audience of small business professionals who spend more than $6.6 billion on business purchases every year. REALTOR® Magazine is your one and only opportunity to reach each of the 1.13 million real estate professionals who make up this large and profitable market. Every member of the National Association of REALTORS® receives a copy of REALTOR® Magazine, and members view the publication as a vital tool for business success. In fact, fewer than 1 in 10 REALTORS® bother with other professional, news, or small business publications.



The Magazine



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REALTOR® Magazine is an award-winning multimedia brand offering a print magazine, Web site, e-newsletters, special events, and much more to the nation’s 1.13 million REALTORS®.

MagazineThe brand’s flagship publication, REALTOR® Magazine, is a true business tool, offering tips, trend information, case studies, expert commentary, and how-to articles to REALTORS®.

“For Brokers” Magazine Supplement“For Brokers” is a supplemental section providing valuable management guidance and data specific to 189,000 REALTORS® who work as broker-owners and managers of real estate companies.

Web SiteREALTOR® Magazine Online (www.realtormag.com) is more than just the print publication online. It’s a real-time information portal for members to access timely industry news, participate in blogs, view video features and slide shows, take interactive quizzes, and download how-to content for their businesses. The site draws an average of 875,000 page views monthly, including traffic from REALTOR® Magazine’s e-newsletters, coordinatedpromotions with the association’s umbrella Web site (www.REALTOR.org), and references in REALTOR® Magazine in print.

E-NewslettersThe magazine’s highly awarded Business Tips Newsletter is e-mailed monthly to more than 1 million highly engaged, registered users and features the latest industry tips and trends. Our daily and weekly Industry News e-mail, distributed to 200,000 subscribers, keeps REALTORS® plugged in to the latest business news.

Sources: NaR membership database, June 2009; Webtrends, January-May 2009; eDialog, March-May 2009

AZBEE (American Society of Business Publication Editors) Awards

2009 National Awards: Feature Series and Government Coverage

2009 Regional Awards: How-To Article, Special Section, and Individual/Organization Profile

2008 Regional Award: Regular Department

APEX Awards

2009 Awards of Excellence: Feature Series Writing and Regular Department & Columns

2008 Awards of Excellence: Print Magazines and Journals and Regular Department

Chicago Headline Club, Peter Lisagor Awards

2008 Finalist: Best Interactive Feature and Business and Consumer Reporting by a Trade or Specialty Magazine

20 REALTOR® APRIL 2009

Right Tools. Right Now.

4 Questions You Need to Answer TodayIn one short decade, your role has changed dramatically. Ten years ago, people stilled viewed real estate brokers and sales people as information providers. Today, any person with an Internet connection can access most of what they need to know about the real estate market, including how much their house is “worth.”

Note the quotation marks? That’s where your new role comes into play. Although buyers and sellers may have the information right in front of them, they don’t always fully understand the meaning. Your job is to offer the expert insights that will help them interpret the information. For example, show what factors impact value in your market. Explain why buyers and sellers should be thinking not just about current value, which is just a snapshot of a market on a given day, but also about what the value is likely to be six months or six years down the road. Here are some insights you can offer in response to the questions buyers and sellers are asking today.

1. Why are the prices of homes dropping substantially in today’s market?Prices are dropping because of the anomaly that occurred during the market boom. Professor Karl Case of Wellesley College and contributing author of the Case-Schiller Home Prices Indices, a quarterly nominal housing price report, looked closely at the appreciation of median home value over fi ve-year increments dating back to 1980 (see “Appreciation Went Into Overdrive,” page 21). His research shows that home values appreciated 26.5 percent on average for the 20-year period from 1980 through 2000. In the six years that followed, average appreciation was 89 percent. Prices are now adjusting to the inconsistent and unsustainable growth that occurred during the fi rst six years of this decade. In other words, the market is not on the decline. Rather, it is moving toward stabil-ity, which will mean healthier markets in the future.

2. How do I determine the direction of prices in my market?Although there are no steadfast rules to determine future pricing, months’ supply of inventory (total inventory divided by the number of houses sold per month) is a great guideline. A normalized or balanced market has fi ve to six months of inventory. If 100 houses sell a month, there should be 500 to 600 houses in active inventory. Based on this principle, if you have one to two months of inventory, double-digit appreciation is likely to occur. Lack of supply will cause potential buyers to clamor over the few homes that are for sale, which in turn drives prices higher. On the other end of the spectrum—where many markets are right now—there is a seven- to eight-month inventory. With this abundance of supply, there simply aren’t enough buyers to support the number of homes for sale (see “Lots of Listings = Depressed Prices,” page 21).

Real estate practitioners across the country are looking for new ways to succeed in the face of market challenges that most have never before experienced. We’ve got you covered, with tips on how to respond to clients’ diffi cult questions, stay motivated to sell, and ramp up business even in tough conditions.

M O R E

REALTOR.org/realtormagSales & Marketing

Download Buyer Brochures

Help buyers overcome objections to the changing

market. It’s a Great Time to Buy is a market-

sensitive resource to provide to buyers

on the fence.

REALTOR.org/RightTools Click on

Educational Tools & Publications

Download Buyer

Real estate practitioners across the country are looking for new ways to succeed in the face of market

Sales&Marketing

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APRIL 2009 REALTOR® 21

Current economic conditions will also have an effect on the direction of pricing, as pricing is directly connected to average income. Traditionally, the national average sales price of a home is two-and-a-half times the average household income. Through the boom years of 2004, 2005, and even into 2006, that ratio was distorted, reaching up to four times the aver-age income. We’re now getting much closer to the 2.5 ratio. However, with unemployment rising, prices may have to drop further to stay in line with the average American family income.

3. Why should I buy now?Any investment consideration, whether it be real estate, gold, or fi ne art, follows a predictable cycle with nine stages (see “The Stages of a Market Cycle,” right). Let’s start with optimism, the period in which many people are excited about buying a home. When the market is strong, people’s purchases quickly increase in value, which leads to euphoria, which can lead to rash deci-sion making. From euphoria starts a downward cycle. As prices start to fall, buyers go into denial, with statements such as “I’ll be in the house a few years, so this won’t be a challenge.” After denial comes fear, as prices continue to fall, followed by panic, despondency, and depression. After depression comes hope and then optimism (back to stage one).

The point of maximum risk for any investment is during the euphoria stage. The point of maximum opportunity is at the lowest point, between despondency and depression. That’s exactly where we are in many real estate markets today. Clients who are motivated and qualifi ed to buy will be able to look at the market cycle chart and understand why now is the best time to invest in real estate.

4. Is homeownership really a good way to build wealth?According to NAR, home values appreciate 4.5 percent annually on average. That’s a great return; however, very few buyers pay in cash. Most try to put as little cash down as possible. The amount of cash buyers put into their home determines their return on equity, which is the total return on the cash they initially invested. So the return on equity can be astronomical. It’s easy to see that real estate isn’t just a good investment; it’s a great investment.

Source: Steve Harney specializes in negotiation and leadership training. He has been in the industry for more than 20 years, fi rst in sales and then as broker-owner of a 500-associate real estate company. Visit him at www.KeepingCurrentMatters.com.

Appreciation Went Into Overdrive Historically, homes have

appreciated at a rate of about 5 percent per year. In the six years between

2000 and 2006, however, appreciation was 89 percent, or nearly 15 percent

per year on average. Today’s correction is a move back to stability.

1980 - 1985 25%

1985 - 1990 27%

1990 - 1995 25%

1995 - 2000 29%

2000 - 2006 89%

Source: Brookings Papers 9/08

MINIMUM RISK

MAXIMUM OPPORTUNITY

Investment Climate

Investment Climate

MINIMUM OPPORTUNITY

MAXIMUM RISK

The Stages of a Market Cycle You’ve heard of Elisabeth Kubler-

Ross’s stages of death and dying? Well, the stages of a market cycle aren’t

that different. Today’s market is still trying to work its way back to hope.

Source: Westcourt Funds

Optimism

Excitement

Euphoria

Denial

Fear

Panic

Despondency Depression

Hope

Optimism

Lots of Listings = Depressed Prices Although many factors affect

pricing, in a down market, excessive inventory becomes a key driver. 1–2 3–4 5–6 7–8 9–10

months months months months months Double-digit Single-adigit Balance Single-digit Double-digit

appreciation appreciation depreciation depreciation

INVENTORY

VARIANCE IN PRICE

Appreciation Went Into Overdrive Historically, homes have

Use Facts to Address Worries

Sales&Marketing

0904_F_lists_F.indd 21 3/9/09 11:53:32 AM

REALTOR® MAGAZINE HAS AWARD-WINNING CONTENT AND EDITORS

The Magazine

Editorial Products

“ Through advertising in REALTOR® Magazine, Fujitsu has had the opportunity to reach real estate agents and brokers nationally. We continually get quality leads and are pleased with the success we are seeing in the real estate vertical market due to REALTOR® Magazine.”

– Megan Fowler Marketing Communications Manager, Fujitsu Computer Products of America Inc.

Advertising Opportunities Make an Impression on 1.13 Million Small-Business ProfessionalsIt’s important to put your advertising message in front of your best customers. Advertising in REALTOR® Magazine is an easy and cost-effective way to get face time with 1.13 million small-business professionals every month, when they’re in the market for your goods and services. REALTOR® Magazine gives you a great return on your advertising investment, too, because of the additional exposure you’ll get when readers pass each issue along to their coworkers and colleagues. REALTOR® Magazine offers display and classified opportunities to fit any budget, so you continue to get your advertising message out often and establish a dialogue with your customers. Sources: NaR membership database, June 2009; Harvey Communications Measurement study, april 2009

Display AdvertisingREALTOR® Magazine offers a range of advertising sizes and rates for black and white, 2-color, and 4-color display ads. Premium positions such as covers and center spreads are also available. Advertising can be customized based on regional circulation or REALTOR® designation.

Classified AdvertisingClassified ads are a budget-friendly way to connect with the REALTOR® audience. REALTOR® Magazine offers black and white, spot color, and 4-color classified advertising options at affordable per-line or per-column rates.

Advertising



For more information on REALTOR® Magazine rates, please see the Advertising Rates insert

at the back of this book.

REALTOR® MAGAZINE IS ANAWARD-WINNING PUBLICATION

American In-House Design (Graphic Design USA) Awards

2009 Awards: Single-Page Design, Feature Design, and Cover Design

2008 Certificates of Excellence: In-House Designers


2009 National Award: Overall Photography/Illustration and Feature Article-Design

2009 Regional Awards: Opening Page/Spread-Computer Generated, Opening Page/Spread-Photo, Front Cover-Photo, Open Page/Spread-Computer Generated, Front Cover-Computer Generated GD, and Feature Article-Design

2008 National Award: Cover Photography

2008 Regional Awards: Front Cover-Photo, Feature Article Design, Opening Page/Spread, and Feature Article Design

APEX Awards

2009 Awards of Excellence: Magazine & Journal Design & Layout and Design & Illustrations

2008 Award of Excellence: Design and Layout

86% OF REALTORS® TAKE ACTION UPON READING

Discussed an ad/article with someone else in the company 622,522

Visited an advertiser’s Web site 525,253

Bought products or services advertised 311,261

Requested additional information from a company 194,538 Source: Harvey Communication Measurement study, april 2009, based on 86% of RealtoRs® who took action, and NaR membership database, June 2009

26 REALTOR® MAY 2009 www.REALTOR.org/realtormag

S TA G I N G T I P S F R O M T H E P R O S

Enlist help from friends. Teamwork is cheaper than hiring

movers. Valerie M. Blake of

Prudential Carruthers, REALTORS®, in

Washington, D.C., solicits help from

a couple of friends to move furniture

from room to room. The cost: the

price of a pizza.

Use a staging company for nice extras. Blake used a stager

to add fl owers, plants, and a coffee

table for her room makeover. The

cost was minimal—about $38

per month, and about $100 for

removal. Staging companies can

also help design an appealing look

for your room. Center Stage Home

(www.centerstagehome.com),

StagedHomes.com (www.staged

homes.com), and other staging

programs can provide a list of

stagers in your area.

Use what’s already there. You

might just need to reshuffl e the

furniture in the room or borrow

from other rooms in the house. Look

around for accessories and small

furniture, but just make sure you

don’t sacrifi ce the look of another

room when you remove a key item.

Have your own stash of furniture. Jim Hinton and Mike

Scott of Cutler Real Estate in Akron,

Ohio, have an inventory of furniture

and accessories, which they

collected mostly free of charge from

people who gave the items away.

Call attention to your makeover skills. Hinton and Scott let the

whole neighborhood know when

they’re staging a home for sale.

They place a sign in the yard—

”Professional Home Staging in

Progress”—to draw attention from

passersby. At one recent makeover,

the sign sparked a fl urry of interest,

resulting in an offer on the fi rst day

the property was listed.

MY BEST

ROOM MAKEOVER

Real estate pros transform

less-than-perfect rooms into

focal points that buyers love.

A home has only one chance to make a fi rst

impression on potential buyers, and a poorly

designed room can be a quick turnoff. REALTOR®

magazine asked readers of its Daily Real Estate

News e-mail to send in stories of how they took

action against their listings’ trouble spots. Here are

three examples of how practitioners transformed

once-subpar rooms into showpieces. Borrow some

ideas for sprucing up your own listings.

By Melissa Dittmann Tracey

L I V E D - I N L I V I N G R O O M WASHINGTON, D.C. P.27

N O T- S O - G R E AT R O O M AKRON, OHIO P.28

O L D - FA S H I O N E D , D A R K K I T C H E N MUSCLE SHOALS, ALA. P.29

S E E M O R E P H OTO SRead about other room makeovers and see

before-and-after photos at REALTOR.org/realtormag.

0905_F_home_F.indd 26 4/10/2009 11:13:54 AM

www.REALTOR.org/realtormag MAY 2009 REALTOR® 27

TOTALCOST: $350

L I V E D - I N L I V I N G R O O M

Remove, Rearrange, Reaccessorize“The couple’s 2-year-old daughter and large Labrador had taken over the

space. What was meant to be a place for adults to entertain and relax had turned into a playroom fi lled with toys. Poor lighting and clutter compounded the problem. The sofa was oversized and worn, the wall art was out of scale, and the room lacked style.

“First, I moved the child’s items to her room and had the owners remove and store the leather sofa and gold carpet. I rearranged the remaining furniture and art, using a smaller love seat, a rug, and a club chair to establish a cozy conversational grouping and high-light the oak fl oors. Borrowing furniture from other rooms in the house, I added end tables, lamps, and a writing table and chair to direct the eye toward the beautiful bay window. Finally, I enlisted the aid of my favorite staging company to provide a coffee table, accessories, and tall plants, which drew attention up to the room’s high ceilings, crown molding, and period chandelier.”

Valerie M.

Blake

Prudential

Carruthers,

REALTORS®,

Washington,

D.C.

Expenses

included having

the house

professionally

cleaned and

renting small

items from a

staging company.

B E F O R E A F T E R

T H E R E S U LT This 1,560-square-foot Victorian rowhouse in the Capitol Hill neighborhood of Washington, D.C., with three bedrooms and 1.5 baths, had three offers in two weeks and closed in March for $583,000, above listing price.

B R OW S E T H E B L O G This month at Styled, Staged and Sold: Professional stagers share their room makeovers and provide tips you can use for your listings. http://styledstagedsold.blogs.realtor.org

0905_F_home_F.indd 27 4/10/2009 11:14:21 AM



11

Broker Advertising Reach over 189,000 Owners and ManagersREALTOR® Magazine’s monthly “For Brokers” section reaches 189,000 real estate company owners and managers – the industry’s top executives, opinion leaders, and purchasing decision-makers. This special section is filled with real-world guidance on operating a business to maximize profits, minimize risk, and recruit and keep top-performing salespeople and staff. In addition, “For Brokers” profiles cutting-edge companies, giving readers a view inside the operations of successful, and sometimes unconventional, brokerages.Source: NaR membership database, June 2009

Who Reads “For Brokers”?Brokers are the decision-makers for their companies; their buying power is strong and they have a variety of purchasing needs. REALTORS® who are licensed as brokers or broker-associates spend 50% more on annual expenses than the typical REALTOR®. Source: National association of RealtoRs® 2009 Member Profile

Male 51 8%

Female: 48 2%

average age: 55 2 years

attended college: 90 6%

average employment income: $87,500

average household income: $136,700

average net worth: $979,300

average investment portfolio: $328,000

Residential brokerage: 80%

Commercial brokerage: 6%

Regular reader of magazine 82 7%(3 out of 4 issues)*:

*Base 98 5% receive the magazineSources: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions; National association of RealtoRs® 2009 Member Profile

BROKERS READER PROFILE

HOW BIG IS YOUR TARGET MARKET?

Cellular/Mobile Phone

Computer

Laptop Computer

Homeowners/Personal Property

Insurance

Errors and OmissionsInsurance

Car Insurance

Vehicles

Medical/Hospital/Accident Insurance

Navigation (GPS) System*

0 2 0 40 60 80 1 00

40.6%

39.8%

32.2%

28.8%

28.5%

26.0%

25.4%

20.4%

14.2%

Specialized Software

Brokers plan to purchase:

59.9%

*Base 98 1% own/lease a vehicle Source: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

B2 REALTOR® APRIL 2009

Right Tools. Right Now.

Target, target.Constantly reevaluate whether advertising in tradi-tional media is still doing the job. “Look at local, regional, and national online news sources,” Evers advises. “Consider social media as well. Facebook use is escalating exponentially because it offers affordable regionally targeted advertis-ing programs. Twitter is also very effective. But be careful in how you advertise on those sites. They were developed for social interac-tion, and if users feel the sites are being hijacked by advertisers, you’ll receive rejection.”

Do a listening tour. You can’t be certain of consumers’ needs without hearing from them. “Focus groups and surveys are OK for top-of-mind results,” but for the most insightful feedback, Evers recom-mends a strategy called “account planning,” which involves conducting research in consumers’ environment by gathering small groups of friends in their homes. “Consumers can draw from their surroundings to trigger responses on a more mean-ingful level,” says Evers, who adds that the conversation tends to be more fl uid and natural than a traditional

off-site focus group. “Friends can build on each other’s responses and hold each other accountable for honesty.” Account planning can give guidance for new ad messaging and help you learn what types of media consumers use.

Remember, message fi rst. Even if you run high-visibility ads during the Super Bowl, they’ll fl op if your message doesn’t connect with your target audience. “The key is saying something meaning-ful to your customers,” Evers says. “A lot of advertisers want to focus on what’s

important to their message, but the way through this economy is to make sure you focus on your customers’ needs.”

Avoid price comparisons. “Don’t turn your services into commodities by focusing merely on your commission structure or other aspects of your service that are directly comparable to the competi-tion,” Evers says. “That creates a dialogue strictly on the money aspects of the proposition. That’s got to be part of the mix, but consum-ers are looking for services and solutions that are deeper

Smart Ad Strategies for a Tough MarketThe typical knee-jerk reaction in a down market is to slash advertising—and then rebuild it when the market recovers. A more effective technique is to be smarter in how you advertise. Here’s some advice from advertising guru Paul Evers, owner of the ad agency tbd in Bend, Ore.

M O R E

REALTOR.org/realtormagFor Brokers

Running a brokerage these days is about doing more with less. You’ve got to manage that same mountain of responsibilities, but you must do it while also navigating enormous market challenges. Here, we offer strategies for increasing productivity, right-sizing your business, and making diffi cult decisions.

International Real Estate for Local

MarketsExpand your market. This 12-hour course,

needed for the Certifi ed International Property

Specialist designation, is now offered at $160—a big discount from the normal price of $295.

REALTOR.org/RightTools Click on

Online Training

International Real

Right Tools. For Brokers

0904_F_lists_F.indd 2 3/9/09 12:00:47 PM

APRIL 2009 REALTOR® B3

than a price proposition.” You might tell consumers: ‘We’ll fi nd you a home that’s the best value in today’s market, and at every stage we’ll be there to answer your questions.’”

Be sincere. “Advertising is going from ‘tell and sell them’ to ‘join us on our journey,’” Evers says. “It’s more about conveying a higher sense of purpose, communicating the values that drive your brand, and being inclusive, which creates a more meaningful relationship with consum-ers.” For example, Rainmaker Properties in Palo Alto, Calif., publicizes the fact that it donates 10 percent of every commission to a local charity of the client’s choosing.

For BrokersA sagging economy can sap motivation in many brokers and sales associates. For others, it triggers true depres-sion. Watch for fi ve signs that members of your team could benefi t from professional help.

LOSS OF INTEREST IN WHAT THEY LOVE.

If associates suddenly clam up about their pas-sions, approach them in a friendly manner to ask

why. You may learn they don’t have the funds to pursue their interests. Or, their response may show lethargy and indifference, which are symptoms of depression.

LOW ENERGY. Look for a break in an exercise regimen or a change in weight (loss or gain). “A change in living patterns is a sign of something—it

could be positive or negative,” says Michael Soon Lee, CRS®, GRI, broker-owner of Realty Unlimited in Dublin, Calif. “If sales associates stop pursuing their hobbies, stop exercising, and develop bags under their eyes, they may have some issue in their life.”

SERIOUS NEGATIVITY. “Depression can show up as anger or aggression,” says Kristine Halverson, a sales associate at 360 Realty in Los

Angeles who has a degree in psychology and experience as a social worker. “I’ve run into associates who are easily irritable or too aggressive. I’ve also seen sales associates who are overly sarcastic about the market.” Alone, those could simply be rude behaviors. Combined with other symptoms, they could be alarm bells.

RELAXED WORK HABITS. When you see once-busy associates rolling into the offi ce at 11 a.m., sluggishly doing work, and then heading

home at 3 p.m., take note. “Depression throws us off balance,” Halverson says. “There are things we need to do every day whether we have clients or not—come in on time, make phone calls, and do lead generation. When you’re not doing those things in this market, you’ll get depressed.”

INABILITY TO CONCENTRATE. A lack of focus can show up in sloppy paperwork or associ-ates’ interactions. “Their speech could be a little

slower,” explains Halverson. Maybe there’s a pause when they answer you, or it’s harder for them to gather their thoughts. “Any one of these problems is a sign of danger,” says Lee. “More than one is reason to refer the associate to a mental health professional.”

5 Signs of Depression—and How to Help

HOW TO RESPOND?RAISE THE ISSUE.

“Talk about things you’ve noticed, whether they’re drink-ing more, working out less, seeming sad, or coming into the offi ce less,” says Halverson. “Then say, ‘I have resources I can share with you.’ If they’re open to the idea of professional help, give them a couple of options—a private psy-chologist, which health insurance will help pay for, and a community resource that’s free.”

HAVE OPTIONS

READY. In many areas, dialing 211 connects you to local health and human ser-vices resources. And don’t forget to gather recommendations for debt counselors and mortgage foreclosure prevention specialists.

ACT NOW. “It’s best that brokers say something in the early stages of awareness, when it’s situational depression, rather than waiting until it snowballs into a much larger issue of clinical depression,” Halver-son says.

sions, approach them in a friendly manner to ask why. You may learn they don’t have the funds to pursue

change in living patterns is a sign of something—it could be positive or negative,” says Michael Soon Lee,

SERIOUS NEGATIVITY.

show up as anger or aggression,” says Kristine

Angeles who has a degree in psychology and experience

once-busy associates rolling into the offi ce at 11 a.m., sluggishly doing work, and then heading

home at 3 p.m., take note. “Depression throws us off

focus can show up in sloppy paperwork or associ-ates’ interactions. “Their speech could be a little

slower,” explains Halverson. Maybe there’s a pause when

1

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0904_F_lists_F.indd 3 3/9/09 3:13:08 PM

Advertising

For more information on REALTOR® Magazine “For Brokers” rates, please see the Advertising Rates

insert at the back of this book.

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REALTOR® MAGAZINE IS AN AWARD-WINNING SITE

APEX Awards

2009 Award of Excellence: Blogs, Forums & Wikis

EXCEL (Society of National Association Publications) Awards

2009 Awards: Online Publishing-Blogs and Website-Special Members Area

2008 Awards: Online Publishing and Special Members Area

“ Top Producer is pleased with our partnership with REALTOR® Magazine Online. It has played a key role in our marketing strategy. REALTOR® Magazine Online is an effective way for us to reach and serve the real estate community with the continued expansion of our product line.” – Ashleah Wilson,

Director of Marketing, Top Producer Systems

REALTOR® Magazine Online is Your 24/7 Link to REALTORS®

REALTORS® want on-demand access to the latest news and information, and they find it at REALTOR® Magazine Online (www.realtormag.com). This online audience accesses the site 24/7 for up-to-the-minute news and commentary, favorites like quizzes and buyer’s guides, plus interactive features that aren’t available in the print publication like slide shows, videos, and blogs. REALTOR® Magazine Online draws 875,000 page views a month on average, making it the perfect place to showcase your products and services, and the perfect complement to your print advertising program. Source: Webtrends, January-May 2009

Online Advertising OpportunitiesOnline Display Advertising: IAB standard advertising placements position your message alongside articles and other content. Video Advertising: New videos launch regularly! Deliver your message up front in a pre-roll video format. Webinar Sponsorships: REALTOR® Magazine webinars are so popular, they were recently named the number one benefit of NAR’s Right Tools, Right Now campaign to members. Connect with the audience via sponsored content and up-front advertising time. Slide Shows and Photo Galleries: Online Buyer’s Guides feature the latest products REALTORS® need to get the job done. Sponsorship opportunities and advertising placements are available. Blogs: REALTOR® Magazine’s four blogs give REALTORS® a chance to read and engage in discussions about what’s new in the business. No wonder the blogs are among the most visited parts of the site! Sponsorship opportunities and advertising placements are available. Custom Options: Create a custom online advertising program for maximum impact online. Our site is always introducing new features, and new advertising opportunities may be available. Contact your sales representative for more information.

Advertising

Web Advertising



For more information on REALTOR® Magazine Online rates, please see the Advertising Rates insert




13

Daily, Weekly, Monthly: Reach REALTORS® With E-mail AnywhereMost REALTORS® check their e-mail at least once a day. With REALTOR® Magazine Online’s award-winning e-newsletters, your advertising message can be waiting for them at their e-mail inboxes. Thousands of real estate professionals read our timely e-newsletters to get the latest news, tips, trends and business solutions. High open rates and low opt-out rates of 0.1% mean that your product information will be read as well.

Business Tips E-Newsletter» Monthly distribution to over 1 million members» Low opt-out rate of 0.1%» High open rate, averaging 20%» Click-through rates range from 7%-19% monthly

» Customized by audience and region

» Text and display ads availableSource: eDialog, March-May 2009

Industry News E-Mail» Daily and weekly distribution to 200,000 subscribers

» 1,000 news subscribers each month on average

» Low opt-out rate of 0.1%» High open rate, averaging 23%» Click-through rates range from 10%-17%

(weekly issue) and 7%-12% (daily issue)

» Text and display ads availableSource: eDialog, March-May 2009

Young Professionals Network E-Newsletter» Distribution to 2,000 young professionals

» Unique content especially for younger practitioners

» Targeting rookies with a taste for knowledge

» Text and display ads available Source: YPN Network, July 2009

“ I look forward to this newsletter. It keeps me on top of important changing trends that affect my profession.”

“An excellent source and tool for the business!”Source: Reader comments, RealtoR® Magazine’s Business tips Newsletter survey, 2009


2008 National Awards: E-Newsletter, How-To/Service Journalism, and E-Newsletter, General Excellence

APEX Awards

2009 Award of Excellence: Electronic & Video Publications, Business Tips Newsletter


2008 Award: Online Publishing, Electronic Newsletter

REALTOR® MAGAZINE ONLINE’S E-NEWSLETTERS HAVE RECEIVED ACCOLADES

Advertising

e-Newsletter Advertising

For more information on REALTOR® Magazine Online rates, please see the Advertising Rates insert


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“ Time and again I find that REALTOR® Magazine is able to provide a unique combination of relevant and targeted content, which attracts the ideal Realty Executives customer. As a result we are able to effectively communicate our core values and message to the real estate industry at large.”

– Todd Sumney,

Director of Marketing, Realty Executives International

Bring More REALTORS®

to Your Booth with the Show DailyMake the most of your four days at the 2010 REALTORS® Conference & Expo in New Orleans November 5-8, 2010. Advertise in REALTOR® Magazine’s Show Daily newspaper, distributed every day of the show, and invite 20,000 potential buyers into your booth. As the official daily newspaper of the annual REALTORS® Conference & Expo, REALTOR® Magazine’s Show Daily gives you exclusive exposure every day of the show. Your advertisement in the Show Daily will get the attention of real estate professionals who are looking for your specific products and services.

Just how effective is the Show Daily? » 74% of readers said advertisements in the Show Daily made

them want to visit booths they had not originally planned on visiting.

» 61% used the Expo floor plan in the Show Daily to find the booths they wanted to visit.

» 57% purchased or planned to purchase products and/or services at the Expo that were advertised in the Show Daily.

Sources: 2008 RealtoR® Magazine show Daily Reader survey

Show Daily advertising is available to exhibitors only. For more information on advertising in the Show Daily newspaper, contact your advertising representative.

Endless Opportunities at the REALTORS® ExpoThe REALTORS® Expo, the trade show part of the REALTORS® Conference & Expo, gives you the opportunity to present your products and services live to thousands of real estate professionals. In fact, 98% of conference attendees visited the 2008 Expo, and the average visitor planned to spend a median of $733.50 on products and services at the 2009 Expo. The Expo will give you lots of face-to-face time to promote your tools and solutions to more than 20,000 real estate professionals and guests.Source: 2008 RealtoRs® Conference & expo Demographic Profile/Research Results

REALTORS® Expo sponsorship opportunities are available to exhibitors. For more information on the REALTORS® Expo and how it can boost sales, contact Hall-Erickson Expo Management at (800) 752-6312 or [email protected].

B E T H E R E !

S u n d a y 1 1 / 0 9 / 0 8

Your Conference News Orlando

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

®

NAR Honors Good Neighbors With tumultuous cheers and a standing ovation from a riveted crowd of REALTORS®, 2009 President- elect Vick ie Cox Golder introduced the winners of this year’s Good Neighbor Award winners.

“You epitomize the spirit of community that is so much a part of being a REALTOR®, she said. “We’re proud to have you dem-onstrate to the world the positive impact REALTORS® are making across the country.”

REALTOR® magazine’s ninth-annual Good Neighbor Award honors the efforts of REAL-TORS® who make exceptional contributions to improve the quality of life in their communi-ties. In addition to the crystal trophies they received last night,

the five winners will each receive a $10,000 grant for their commu-nity cause and a $2,500 Lowe’s gift card. This year the Good Neigh-bor program received generous support from founding sponsor eNeighborhoods, Homes.com, Lowe’s, and LandAmerica Inc.

The 2008 WinnersLei Barry, ABR®, CRS, GRI, SRES, Keller Williams Real Estate, Blue Bell, Penn. Barry founded Inter-Faith Housing Al-liance more than 20 years ago to save low-income families from homelessness. Inspired by her own experience in the 1960s as a single mother with no place to live, Barry has worked to provide temporary housing for thousands of people.

Scott and Robin Gwaltney, Coldwell Banker at Your Service Realty, Ltd., Rochester, Minn., Every year for 16 years, the Gwalt-neys have been unpaid resident house parents for up to six academ-ically talented, but underprivi-

leged, teenage boys. As volunteers for Rochester Better Chance, the Gwaltneys have provided a haven for 46 inner-city youths from at-risk neighborhoods and mentored them through high school.

From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caro-line McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year.

“Cancer changed my perspective on my life, my sport, and my family,” said Lance Armstrong, keynote speaker at the REALTORS® Conference Gen-eral Session. He intends to come out of retirement and compete again in next summer’s Tour de France. “I think I can do it, though I’m not totally sure.”

REALTORS® looking for a model of how to succeed in tough times got an object lesson and an inspira-tional lift Saturday from someone who knows about surviving adver-sity: Lance Armstrong.

The cycling phenom and can-cer survivor addressed a crowd of more than 7,500 REALTORS® and guests at the Orange County Convention Center in Orlando as the keynote speaker at the REAL-TORS® Conference General Ses-sion.

“My challenge to you is—despite how tough things are—you have to find your passion,” said Armstrong, who says his life today is all about raising awareness about cancer sur-vival.

“Cancer is the best thing that has ever happened to me,” he said. “The disease taught me how to live, taught me how to fight, and taught me not to be afraid.”

Armstrong wrote the book on grit and fortitude. He won the character-testing Tour de France race a record-breaking seven con-secutive times. All seven victories came after his battle with testicular cancer.

The cyclist spoke movingly to the REALTORS® about his expe-rience and why he went public with his cancer experience. His doctor gave him a choice about how to go forward: Be a private person, or walk out as a public person and

See Passion, page 26 >

See Good Neighbor, page 26 >

DailyShow T O D A Y ’ S B E S T I D E A

Set mutually agreeable expectations, rather than guessing the price they

want to hear.Hear More: Adorna Carroll, ABR®, SRES

Seller Counseling Session

9:00AM – 10:30AM W224E. Level 2

CRB DAY

Courage in a CrisisInspirational Breakfast

with Lee WoodwardTicketed Event

Time. 6:45AM – 9:00AMPeabody Orlando

Location. Plaza Int’l Ballroom

Tap Your Mental EnergyInstinct-Driven Success

Time. 9:00AM - 10:30AMLocation. W224G, Level 2

Can’t Fail Closing Scripts Making the Shift from Good to Great

Time. 11:00AM – 12:30PM Location. W330D. Level 3

No More Awkward IntrosDiscover Your Memory Power

Time. 11:00AM – 12:30PM Location. Valencia Room,

W415B, Level 4

Price Right: Price OftenQuick Updates for a Quicker Sale

Time. 1:00PM – 2:00PM Location. Valencia Room,

W415D, Level 4

Tips on Weathering the Slowdown

The Perfect Storm for Commercial Investment Real Estate

Time. 1:00PM – 2:30PMLocation. W230C. Level 2

Get Ready for Your Close Up Look Clients, I’m on TV!

Time. 3:00PM – 4:30PMLocation. W224G. Level 2

Kool & the Gang Concert; Rides Galore

REALTORS® Night Out Time. 7:00PM – 11:00PM

Location. Universal Studies Shuttle Bus outside Hall D

Correction: The promotionfor Kerri Walsh and

Missy May-Treanor that appears on p. 12 should have appeared

on Saturday. The duo willnot appear Sunday.

Choose PassionOver Fear

Advertising

Show Daily





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2008 National Silver, Members Web Section


2008 Silver Award, Online Publishing, Special Members Area

YPN IS AN AWARD-WINNING NETWORK

REALTOR® Magazine’s Good Neighbor AwardsREALTOR® Magazine’s Good Neighbor Awards recognize REALTORS® who make extraordinary contributions to their communities through volunteer work. In its 10 years, the Good Neighbor Awards program has become one of the most prominent awards bestowed upon NAR members. Winners receive $10,000 grants, national publicity, and a cover story in REALTOR® Magazine. They are honored during the General Session of the REALTORS® Conference & Expo, a gathering of more than 6,000 REALTORS®. Good Neighbor sponsors benefit from 10 months of editorial and advertising exposure — from the Call for Entries in February to the culmination of the awards presentation and gala dinner during the REALTORS®

Conference & Expo in November. For more information, go to www.REALTOR.org/GNA.

REALTOR® Magazine’s Young Professionals NetworkReach out to young real estate professionals through REALTOR® Magazine’s Young Professionals Network (YPN). These young professionals are looking for valuable resources to help propel them to career success. YPN hosts educational forums and sold-out networking events for its members, providing ample opportunity for companies to connect with this growing group.

YPN also reaches out to these tech-savvy young REALTORS® online at the YPN site, www.REALTOR.org/YPN, which includes profiles, features, quizzes, and the popular YPN Lounge blog. Nearly 2,000 young REALTORS® have signed up as members on the YPN national Web site, and state and local REALTOR® associations across the nation are forming chapters. Get your company in front of these young pros at YPN’s events throughout the year or on the YPN Web site through our many advertising opportunities.Source: YPN Network, June 2009

For more information on these sponsorship opportunities, please contact your sales representative.

RM’S GNA2009

10TH YEAR

GOOD NEIGHBOR AWARDS REALTOR® MAGAZINE’S

Advertising

Event Sponsorships

© tony Powell

AdvertisingValue-Added MarketingREALTOR® Magazine offers many opportunities to increase the impact of your marketing campaign and build relationships with your audience. As a REALTOR® Magazine advertiser you can take advantage of custom publications, market research, and direct access to our members. Use these to target your market of 1.13 million decision-makers outside our magazine and Web site. You’ll get to know your customers better while making your marketing dollars go further. Contact your sales representative to put these value-added marketing opportunities to work for you. Merchandising CreditsREALTOR® Magazine advertisers are eligible to use two percent of their net advertising expenditures toward various merchandising opportunities, including direct mail lists, custom research studies and surveys, advertisement and editorial reprints, complimentary magazine issues, and more. Custom PublishingCustom publications allow advertisers to tailor a piece to meet specific marketing goals, requirements, and preferences. By combining editorial appeal with advertising and marketing strategies, custom publications relay messages with long-lasting appeal or those requiring in-depth coverage. Examples of custom publications include supplements, advertorials, and direct mail inserts. Reader Service CardTo help readers request additional information on products advertised or appearing in editorials in REALTOR® Magazine, a reader service card is bound into each issue. All advertisers receive pressure-sensitive labels containing the inquirers’ names, addresses, and telephone numbers. This information is also available in electronic format. Demographic and geographic analysis, reports, and summaries of all inquiries and mapping (with numbers or percentages of inquiries by state) are available to advertisers.

Direct Mail ListsReach out to a select group of our 1.13 million real estate professionals through our direct mail subscriber lists. Subscriber names are rented for one-time usage only, in volumes of 5,000 or more, at a base cost of $130/M. We will work with you to segment your market and target niche audiences. Markets can be separated geographically or demographically. Contact your sales representative or call MeritDirect at (518) 608-5066.Source: NaR membership database, June 2009 Ad Readership StudiesLet REALTOR® Magazine help you determine how your ad measures up. Ad readership studies provide you with valuable reader research and verbatim comments on your advertising investment, including how your ad compares with others in the issue, and how many readers remember seeing and reading your ad. This service is complimentary for advertisers running national display ads in the April, August, and/or December issues.

Strategic Alliance OpportunitiesThe National Association of REALTORS®’ REALTOR Benefits® Program can provide an additional opportunity to REALTOR® Magazine advertising andmarketing partners with a direct distribution channel to NAR’s 1.13 million members. Members recognize REALTOR Benefits® as the program that provides unique value-added offers and savings from industry-leading partners on the products and services they use every day.

Program participants receive significant benefits through the alliance, including preferred provider status and automatic inclusion in NAR’s comprehensive REALTOR Benefits® marketing campaign.For more information, or to be considered for the REALTOR Benefits® Program, please e-mail [email protected] or call (312) 329-8697.Source: NaR membership database, June 2009



“ Advertising in REALTOR®

Magazine plays an important part of our marketing strategy. AMERACO believes it is vital to reach out to real estate professionals in securing investment partnerships nationwide. REALTOR® Magazine provides that opportunity with great success.”

– Rusty Stuart, Vice President

of Operations, AMERACO, Inc.

2008-2009 Advertisers

A La Mode

Adigida

American Home Shield

Assist2Sell

AT&T

Bank of America

Broadcast Marketing, LLC

Calculated Industries

CDW

Compass Knowledge

Craig Proctor Productions

DR Horton – LA Division

Dell Computer Corporation

Diverse Solutions

Ebby Halliday Company

eNeighborhoods

Engel and Volkers, US Holdings INC.

Entertainment Publications

Entitle Direct Group

Exit Realty

EZ PNP

Federal Express

Forte Communications

Fujitsu Computer Products

GMAC Real Estate

Home Fire Sprinkler Coalition

Intel Corporation

Intuit

Keller Williams Realty

KW Nash Group

LandAmerica Financial Group

Lantrax, Inc.

Loopnet, Inc.

Lowe’s

Market Leader

Microsoft

Minton Publishing

MICA

My M&M’s

Myers Internet, Inc/MGIC

Old Republic Title Agency

On The Move, Inc.

Panasonic

Privus Mobile

Protus IP Solutions

Prudential Advertising

Qwest Communications

REALOGY

REALTOR.com

Realty Executives

Reliant Energy

RE/MAX International

Research In Motion

Scott’s Liquid Gold

Sign-A-Rama

Top Producer Systems UPS Store

US Cellular

US Postal Service

Virtual Staging Solutions

VISA USA

Visual Tour.com

Weichert Real Estate

Wells Fargo

*Partial list of advertisers

Advertisers find Opportunity in REALTOR® Magazine You enter a whole new world of opportunity when you use REALTOR® Magazine to generate sales and leads from 1.13 million real estate professionals. A world that’s open to everyone, from small local storefronts to large multinational corporations. Our advertisers reflect the broad range of products and services that REALTORS® need to successfully run their businesses, but they all have one thing in common. They recognize that whether they’re targeting new markets or building brand awareness, REALTOR® Magazine is the right vehicle for their marketing message.

A REALTOR® MAGAZINE 2010 MEDIA INFORMATION

HOW DO YOU REACH AN AUDIENCEOF 1.13 MILLION WITH A PURCHASINGPOWER OF OVER $6.6 BILLION? Q

Frank J. SibleySENIOR VICE PRESIDENT,COMMUNICATIONS AND CONVENTIONSP: (312) 329-3271F: (312) 329-8814E-Mail: [email protected]

Pamela Geurds KabatiVICE PRESIDENT, EDITORIAL DIRECTORP: (202) 383-1044F: (202) 383-1231E-Mail: [email protected]

Stacey MoncrieffMANAGING DIRECTOR, EDITOR IN CHIEFP: (312) 329-8496F: (312) 670-1568E-Mail: [email protected]

Jill PowersADVERTISING SALES ASSOCIATE(contact regarding advertising and insertion orders)P: (312) 329-8332F: (312) 329-8174E-Mail: [email protected]

Karin ColemanADVERTISING PRODUCTION COORDINATOR(contact regarding materials)P: (312) 329-8461F: (312) 329-8184E-Mail: [email protected]

Advertising Representatives NORTHEASTCT, MA, ME, NH, NJ, NY, PA, RI, VT,CANADIAN PROVINCES OF NB, NS, ON, QCDiane SackenNortheast Account ManagerJames G. Elliott Co.135 E. 55th StreetNew York, NY 10022P: (212) 588-9200 x 1324F: (212) 588-9201E-Mail: [email protected]

SOUTHAL, AR, CO, DC, DE, FL, GA, KY, LA, MD, MS, NC, NM, OK, SC, TN, TX, VA, WVBob JamesonSoutheast Account ManagerJameson Weinbrenner Co., Inc.13140 Coit Road, Ste. 300Dallas, TX 75240P: (972) 669-1663F: (972) 783-1718E-Mail: [email protected]

MIDWESTIA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI,CANADIAN PROVINCE OF MBStephen CoughlinMidwest Account Manager James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail: [email protected]

WESTAK, AZ, CA, HI, ID, MT, NV, OR, UT, WA, WY,CANADIAN PROVINCES OF AB, BC, SKTed HemmingerWestern Account ManagerJames G. Elliott Company626 Wilshire Boulevard, Ste. 500Los Angeles, CA 90017P: (213) 596-7209F: (213) 624-0997E-Mail: [email protected]

CLASSIFIED ADVERTISINGCarole McLaughlinClassified Sales Representative James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail: [email protected]

430 N. Michigan Avenue | Chicago, IL 60611 | E-mail: [email protected] | www.realtormag.com

realtor magazine media kit

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