Real estate has gained a lot from the digital evolution — not the least of which is the move from print to online advertising.
Before the internet, The Wall Street Journal offered a residential page that cost a fortune for a small photo and a bit of copy. There was a time when we were spending more than $200,000 per year in newspaper advertising alone, and we weren't even spending as much as some other firms.
Today, that $200,000 covers our entire advertising budget for digital media, television, and radio.
Online advertising allows agents to create ads that are more appealing and more interactive, the impact of which can be tracked in real time. Where we once had small pictures and a few words, we now have virtual tours of beautiful homes…