Q A

HOW DO YOU REACH AN AUDIENCE OF 1.13 MILLION WITH A PURCHASING POWER OF OVER $6.6 BILLION?

REALTOR® MAGAZINE 2010 MEDIA INFORMATION

REALTOR® Magazine in print
The magazine for the members of the National Association of REALTORS®.

The Reader RealtoRs®. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . 2 Products & services 3 Demographic Profile 4 Recommendations 5 Real estate Is a Career 6 Readership 7 The Magazine Circulation editorial Products Advertising advertising opportunities Broker advertising Web advertising e-Newsletter advertising show Daily event sponsorships Value-added Marketing

7 8

10 11 12 13 14 15 16

Circulation: 1.13 million

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

Our Mission

Our

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.

REALTOR® Magazine Online
The companion Web site at www.realtormag.com featuring exclusive online content.

REALTOR® Magazine by e-mail
Delivering industry news and business tips to REALTORS.®

REALTOR® Magazine live!
Covering meetings, expos, and special events for members.

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

S u n d a y

1 1 / 0 9 / 0 8

Show Daily
REALTORS® looking for a model of how to succeed in tough times got an object lesson and an inspirational lift Saturday from someone who knows about surviving adversity: Lance Armstrong. The cycling phenom and cancer 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 REALTORS® Conference General Session. “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 survival.

CRB DAY
TODAY’S BEST IDEA

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
BE THERE!

Choose Passion Over Fear
“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 consecutive times. All seven victories came after his battle with testicular cancer. The cyclist spoke movingly to the REALTORS® about his experience 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 >

Courage in a Crisis Inspirational Breakfast with Lee Woodward Ticketed Event Time. 6:45AM – 9:00AM Peabody Orlando Location. Plaza Int’l Ballroom Tap Your Mental Energy Instinct-Driven Success Time. 9:00AM - 10:30AM Location. 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 Intros Discover Your Memory Power Time. 11:00AM – 12:30PM Location. Valencia Room, W415B, Level 4 Price Right: Price Often Quick 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 – 2:30PM Location. W230C. Level 2 Get Ready for Your Close Up Look Clients, I’m on TV! Time. 3:00PM – 4:30PM Location. 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

“Cancer changed my perspective on my life, my sport, and my family,” said Lance Armstrong, keynote speaker at the REALTORS® Conference General 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.”

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 demonstrate to the world the positive impact REALTORS® are making across the country.” REALTOR® magazine’s ninthannual Good Neighbor Award honors the efforts of REALTORS® who make exceptional contributions to improve the quality of life in their communities. In addition to the crystal trophies they received last night, the five winners will each receive a $10,000 grant for their community cause and a $2,500 Lowe’s gift card. This year the Good Neighbor program received generous support from founding sponsor eNeighborhoods, Homes.com, Lowe’s, and LandAmerica Inc. The 2008 Winners Lei Barry, ABR®, CRS, GRI, SRES, Keller Williams Real Estate, Blue Bell, Penn. Barry founded Inter-Faith Housing Alliance 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.

From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caroline McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year. Scott and Robin Gwaltney, Coldwell Banker at Your Service Realty, Ltd., Rochester, Minn., Every year for 16 years, the Gwaltneys have been unpaid resident house parents for up to six academically talented, but underprivileged, teenage boys. As volunteers for Rochester Better Chance, the Gwaltneys have provided a haven for 46 inner-city youths from atrisk neighborhoods and mentored them through high school. See Good Neighbor, page 26 >

Correction: The promotion for Kerri Walsh and Missy May-Treanor that appears on p. 12 should have appeared on Saturday. The duo will not appear Sunday.

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

Circulation: 20,000 conference attendees

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

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, 1 2010 MEDIA INFORMATION January-May 2009; Webtrends, January-May 2009; eDialog,® WWW.REALTORMAG.COM REALTOR MAGAZINE March-May 2009

The Reader

Q A

REALTORS®
America’s Largest Market of Small Business Owners
Here’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

Is real estate the sole occupation for most REALTORS®?

TAP INTO THE REALTOR® BUSINESS MARKET
Business Use of Vehicle Marketing of Services Technology Products and Services Business Promotion Administrative Professional Development Web Site Maintenance
0

$1,820,966,350 $859,586,600 $825,655,550 $814,345,200 $791,724,500 $780,414,150 $271,448,400
400 800 1,200 1,600 2,000

Yes.

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

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

REALTORS®’ INCOMES ARE CONSISTENTLY HIGHER THAN THE U.S. AVERAGE
90 80 70 60 50 40 30 2001 90 80 70 60 50 40 30 $30.1 2001 $56.0 $55.3 $32.1
2003 2003 2005 2007 2009

$80.3

$86.2 $76.4

$80.5

$74.7 $47.7

Average Annual Income (REALTORS®) Average Annual Income (U.S. Adults)

$34.7

$37.3

$40.0

$43.1

$58.8

$60.6

Median Annual Income (REALTORS®) $58.0 $38.0
2009

Median Annual Income (U.S. Adults)

$32.5
2005

$34.2
2007

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

2

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

The Reader
Products and Services
1.13 Million Business Owners with $6.6 Billion in Purchasing Power
When 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

The Reader

Q A

How many REALTORS® maintain a home office?
The Magazine

HOW BIG IS YOUR TARGET MARKET?

REALTORS® Own Digital cameras specialized software ** laptop computers Copy machines Camcorders REALTORS® Use shipping services Credit cards Closing gifts third-party Web site services † Financial advisers REALTORS® Plan to Purchase* Color printers †† Cellular/mobile phones Personal computers Vehicles GPs navigation systems †††

% of REALTORS® 96 5% 95 2% 84 2% 78 7% 53 8%

# of REALTORS® 1,091,449 1,063,824 952,331 890,125 608,497

of REALTORS® have an office set-up in their home
Source: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

89.4%

95 8% 91 2% 82 4% 74 1% 35 5%

1,083,532 1,031,504 931,973 569,068

Advertising

401,517

77 4%** 43 3% 34 5% 24 8% 17 4%

129,562 489,738 390,207 280,497 195,816

*Plan to purchase in the next 12 months **Base 98 8% of RealtoRs® own a computer † Base 679% of RealtoRs® have a Web site †† Base 14 8% of RealtoRs® plan to purchase a printer ††† Base 99 5% of RealtoRs® own/lease a vehicle Source: 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.

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

3

The Reader

Q A
10

Demographic Profile
REALTOR® MAGAZINE READER PROFILE

How experienced are readers of REALTOR® Magazine?

REALTORS® Total Adults Men Women Age average age Median age Marital Status Married single Widowed separated or Divorced Education attended College Graduated College or More Post-Graduate study with Degree average Household Income Median Household Income average Investment Portfolio Value Median Investment Portfolio Value average Net Worth Median Net Worth Media Usage average Number of Hours Watching tV Per Week Median Number of Hours Watching tV Per Week average Number of Hours listening to the Radio Per Week Median Number of Hours listening to the Radio Per Week 12 7 hours 10 7 hours 10 0 hours 6 2 hours 90.0% 51.3% 14.3% $126.8 $106.3 $135.7 $260.1 $721.0 $486.3 74.0% 8.4% 2.7% 14.9% 51.9 53.0 39.5 60.5

U.S. Adults 48 4 51 6 43 7 43 1 58 3% 25 9% 3 8% 12 1% 59 9% 29 8% 10 0% $76 5 $64 3 $66 4 $42 6 --27 5 hours 22 4 hours 15 5 hours 8 6 hours

Index 82 117 119 123 127 32 74 124 150 172 142 165 165 396 322 --46 48 65 72

The typical REALTOR® has years experience.

Source: National association of RealtoRs® 2009 Member Profile

Income and Personal Wealth (in thousands)

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

4

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

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

The Reader
Recommendations
REALTORS®’ Recommendations Create Opportunity for You
One 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

The Reader The Magazine

REALTORS® RECOMMEND GOODS AND SERVICES TO THEIR CLIENTS*
Home Inspector 88.9%

Mortgage Lender

86.6%

Home Warranty

81.9%

Title Company/Insurance

82.3%

Termite/Insect Inspector

76.2%

Settlement Attorney

73.9%

Utilities

70.1%

Advertising

Homeowner’s Insurance

60.9%

Banks Home Improvement Companies/Retailers Home Builders

60.2%

51.1%

37.5%

Moving Company
0

33.0%
20 40 60 80 100

*Base 93 9% of RealtoRs® always or frequently recommend goods and services Source: 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.

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

5

The Reader
Real Estate Is a Career
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

REALTOR® MEMBERSHIP REMAINS STRONG AT OVER 1.13 MILLION
1,500,000

1,200,000 900,000
600,000

300,000 0

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

Source: NaR membership database, June 2009

Outstanding Opportunities Today, Steady Growth for Tomorrow
There’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.” good time to buy a home » » »

66% of Americans believe now is a 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 Magazine
Readership
REALTOR® 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 magazine Sources: NaR Member attitudes and tracking study, Carton Donofrio Partners, Inc , November 2008; 2009 RealtoR®Magazine Reader Profile study, MRI Market solutions

The Reader

“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

The Magazine

REALTORS® DON’T READ OTHER BUSINESS PUBLICATIONS

Real Estate Professional Newsweek

16.2%

Business Week

8.7%

Entrepreneur Fortune Small Business Inc.

4.8%

Advertising

14.0%

Forbes

8.2%

3.0%

Money

12.9%

Real Estate Business Fortune
4 8 12 16 20 0

8.2%

2.8%

Time
0

10.6%

5.6%
3 6 9 12 15

Fast Company

1.8%
0 3 6 9 12 15

20% Or Fewer Read
Source: 2009 RealtoR® Magazine Reader Profile study, MRI Market solutions

10% Or Fewer Read

5% Or Fewer Read

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

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

7

The Magazine

Q A

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.

How many readers does REALTOR® Magazine reach?

REALTOR® MAGAZINE IS YOUR BEST VALUE FOR REACHING SMALL-BUSINESS PROFESSIONALS

Publication Title Real Estate Publications RealtoR® Magazine Real estate Professional Real estate Business Real estate Magazine Small Business Magazines entrepreneur Fast Company Fortune small Business Inc Business Publications Business Week the economist Forbes Fortune Financial Magazines Kiplinger’s Personal Finance Money News Weeklies Newsweek time Technology Publications PC Magazine PC World Wired
* statistics refer to 2008 rates and circulation figures

Circulation* 1,245,140 67,250 10,000 42,000 606,770 744,337 1,004,490 712,961 935,820 747,254 919,742 865,517 825,080 1,913,459 2,701,893 3,360,135 645,884 603,999 703,593

Cost per Thousand (CPM)* $47 29 $58 59 $267 00 $220 24 $137 58 $103 42 $110 30 $104 07 $119 89 $72 87 $124 50 $190 06 $82 38 $100 45 $83 86 $81 47 $121 41 $138 89 $111 94

REALTOR® Magazine reaches

1.98 million
readers on average.

Source: Pass-along readership, Harvey Communication Measurement studies, april 2009, December 2008, and august 2008

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

8

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

The Magazine
Editorial Products
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®.
Right Tools. Right Now.

The Reader

Sales&Marketing
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’ difficult questions, stay motivated to sell, and ramp up business even in tough conditions.
Illustration by Steve Musgrave ©2009

MORE

Sales & Marketing

REALTOR.org/realtormag

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 average 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.

Use Facts to Address Worries
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 1985 - 1990 1990 - 1995 1995 - 2000 2000 - 2006 25% 27% 25% 29% 89%
Source: Brookings Papers 9/08

3. Why should I buy now?
Any investment consideration, whether it be real estate, gold, or fine 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 decision 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 qualified 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.

Magazine
The 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®.

4 Questions You Need to Answer Today
In one short decade, your role has changed dramatically. Ten years ago, people stilled viewed real estate brokers and salespeople 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.

Lots of Listings = Depressed Prices Although many factors affect
pricing, in a down market, excessive inventory becomes a key driver.
INVENTORY

1–2 months Double-digit appreciation

VARIANCE IN PRICE

3–4 months Single-adigit appreciation

5–6 months Balance

7–8 months Single-digit depreciation

9–10 months Double-digit depreciation

1. Why are the prices of homes dropping 2. How do I determine the
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 five-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 first six years of this decade. In other words, the market is not on the decline. Rather, it is moving toward stability, which will mean healthier markets in the future.

direction of prices in my market?

The Stages of a Market Cycle You’ve heard of Elisabeth KublerRoss’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.
Euphoria Excitement Optimism Investment Climate MINIMUM OPPORTUNITY MAXIMUM RISK Denial Fear Panic Despondency MINIMUM RISK MAXIMUM OPPORTUNITY Investment Climate Optimism Hope Depression

Download Buyer Brochures
Help buyers overcome objections to the changing market. It’s a Great Time to Buy is a marketsensitive resource to provide to buyers on the fence. REALTOR.org/RightTools Click on Educational Tools & Publications
20 REALTOR ® APRIL 2009

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 five 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).

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, first in sales and then as broker-owner of a 500-associate real estate company. Visit him at www.KeepingCurrentMatters.com.

The Magazine

Source: Westcourt Funds

APRIL 2009 REALTOR®

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“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.
REALTOR® MAGAZINE HAS AWARD-WINNING CONTENT AND EDITORS

Web Site
REALTOR® 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, coordinated promotions with the association’s umbrella Web site (www.REALTOR.org), and references in REALTOR® Magazine in print.

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

Advertising

E-Newsletters
The 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

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

9

“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
Advertising Opportunities
Make an Impression on 1.13 Million Small-Business Professionals
It’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 Advertising
REALTOR MAGAZINE IS AN AWARD-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

REALTOR® 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.

BROWSE THE BLOG 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

S TA G I N G T I P S FROM THE PROS
Enlist help from friends.
Teamwork is cheaper than hiring movers. Valerie M. Blake of Prudential Carruthers, REALTORS®, in

LIVED-IN LIVING ROOM

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 highValerie M. light the oak floors. Borrowing furniture from other rooms in the Blake house, I added end tables, lamps, and a writing table and chair to Prudential direct the eye toward the beautiful bay window. Finally, I enlisted Carruthers, the aid of my favorite staging company to provide a coffee table, REALTORS®, accessories, and tall plants, which drew attention up to the room’s Washington, high ceilings, crown molding, and period chandelier.” D.C.
B E F O R E A F T E R

OOM RAKEOVER
M

ST MY BE

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 flowers, 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.

form s trans tate pro rooms into Real es ect n-perf rs love. less-tha s that buye rst e a fi al point to mak ce rly foc a poo one chan

AZBEE (American Society of Business Publication Editors) Awards 2009 National Award: Overall Photography/Illustration and Feature Article-Design
26 REALTOR ® MAY 2009

and only R® e has l buyers, REALTO A hom potentia k turnoff. ion on Estate a quic impress y Real can be its Dail took d room ers of designe how they d read ies of are e aske in stor s. Here magazin to send ble spot e-mail gs’ trou sformed News their listin ners tran titio some against how prac action Borrow ples of pieces. three exam rooms into show listings. bpar your own once-su cing up spru ideas for ey ann Trac ssa Dittm By Meli

Use what’s already there. You might just need to reshuffle 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 sacrifice 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.

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.

LIVED-IN LIVING ROOM
WASHINGTON, D.C. P.27

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 flurry of interest, resulting in an offer on the first day the property was listed.

$350

TOTA COST:L

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

Expenses included having the house professionally cleaned and renting small items from a staging company.

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

SEE MORE PHOTOS Read about other room makeovers and see before-and-after photos at REALTOR.org/realtormag.

www.REALTOR.org/realtormag

www.REALTOR.org/realtormag

MAY 2009 REALTOR®

27

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 CoverPhoto, Feature Article Design, Opening Page/Spread, and Feature Article Design

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Classified Advertising
Classified 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.
86% OF REALTORS® TAKE ACTION UPON READING

Discussed an ad/article with someone else in the company Visited an advertiser’s Web site Bought products or services advertised

622,522 525,253 311,261 194,538

APEX Awards 2009 Awards of Excellence: Magazine & Journal Design & Layout and Design & Illustrations 2008 Award of Excellence: Design and Layout
10 2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

Requested additional information from a company

Source: Harvey Communication Measurement study, april 2009, based on 86% of RealtoRs® who took action, and NaR membership database, June 2009

For more information on REALTOR® Magazine rates, please see the Advertising Rates insert at the back of this book.

Advertising
Broker Advertising
Reach over 189,000 Owners and Managers
REALTOR® 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

The Reader

BROKERS READER PROFILE

Male Female: average age: attended college: average employment income: average household income: average net worth: average investment portfolio: Residential brokerage: Commercial brokerage: Regular reader of magazine (3 out of 4 issues)*:

51 8% 48 2% 55 2 years 90 6% $87,500 $136,700 $979,300 $328,000 80% 6% 82 7%

The Magazine

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

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

HOW BIG IS YOUR TARGET MARKET?
Brokers plan to purchase: Specialized Software Cellular/Mobile Phone Computer Laptop Computer Homeowners/ Personal Property Insurance Errors and Omissions Insurance Car Insurance Vehicles Medical/Hospital/ Accident Insurance Navigation (GPS) System*
0

59.9% 40.6% 39.8% 32.2% 28.8% 28.5% 26.0% 25.4% 20.4%

Right Tools. Right Now.

For 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 difficult decisions.
Illustration by Steve Musgrave ©2009

5 Signs of Depression— and How to Help
A sagging economy can sap motivation in many brokers and sales associates. For others, it triggers true depression. Watch for five signs that members of your team could benefit from professional help.

MORE
REALTOR.org/realtormag

For Brokers

If associates suddenly clam up about their passions, 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 office 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 associates’ 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.”

1 2 3 4 5

HOW TO RESPOND?
RAISE THE ISSUE.

LOSS OF INTEREST IN WHAT THEY LOVE.

“Talk about things you’ve noticed, whether they’re drinking more, working out less, seeming sad, or coming into the office 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 psychologist, 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 services resources. And don’t forget to gather recommendations for debt counselors and mortgage foreclosure prevention specialists. ACT NOW. “It’s

Smart Ad Strategies for a Tough Market
The 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.

Target, target.
Constantly reevaluate whether advertising in traditional 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 advertising programs. Twitter is also very effective. But be careful in how you advertise on those sites. They were developed for social interaction, 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 recommends 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 meaningful level,” says Evers, who adds that the conversation tends to be more fluid and natural than a traditional

International Real Estate for Local Markets
Expand your market. This 12-hour course, needed for the Certified 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
B2 REALTOR ® APRIL 2009

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.

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

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

Advertising

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 consumers.” 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.

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 competition,” Evers says. “That creates a dialogue strictly on the money aspects of the proposition. That’s got to be part of the mix, but consumers are looking for services and solutions that are deeper

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

APRIL 2009 REALTOR® B3

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14.2%
20 40 60 80 100

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

For more information on REALTOR® Magazine “For Brokers” rates, please see the Advertising Rates insert at the back of this book.

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

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Advertising
Web Advertising
“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

REALTOR® MAGAZINE IS AN AWARD-WINNING SITE

APEX Awards 2009 Award of Excellence: Blogs, Forums & Wikis

Online Advertising Opportunities
Online 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.

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

12

2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

For more information on REALTOR® Magazine Online rates, please see the Advertising Rates insert at the back of this book.

Advertising
e-Newsletter Advertising
Daily, Weekly, Monthly: Reach REALTORS® With E-mail Anywhere
Most 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.

The Reader

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 available
Source: eDialog, March-May 2009

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 available
Source: 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

The Magazine

“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

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

AZBEE (American Society of Business Publication Editors) Awards 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 EXCEL (Society of National Association Publications) Awards 2008 Award: Online Publishing, Electronic Newsletter

Advertising

For more information on REALTOR® Magazine Online rates, please see the Advertising Rates insert at the back of this book.

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Advertising
Show Daily
Your Conference News Orlando
®

“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

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

S u n d a y

1 1 / 0 9 / 0 8

Show Daily
REALTORS® looking for a model of how to succeed in tough times got an object lesson and an inspirational lift Saturday from someone who knows about surviving adversity: Lance Armstrong. The cycling phenom and cancer 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 REALTORS® Conference General Session. “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 survival.

Bring More REALTORS® to Your Booth with the Show Daily
Make 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.

CRB DAY
TODAY’S BEST IDEA

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
BE THERE!

Choose Passion Over Fear
“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 consecutive times. All seven victories came after his battle with testicular cancer. The cyclist spoke movingly to the REALTORS® about his experience 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 >

Courage in a Crisis Inspirational Breakfast with Lee Woodward Ticketed Event Time. 6:45AM – 9:00AM Peabody Orlando Location. Plaza Int’l Ballroom Tap Your Mental Energy Instinct-Driven Success Time. 9:00AM - 10:30AM Location. 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 Intros Discover Your Memory Power Time. 11:00AM – 12:30PM Location. Valencia Room, W415B, Level 4 Price Right: Price Often Quick 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 – 2:30PM Location. W230C. Level 2 Get Ready for Your Close Up Look Clients, I’m on TV! Time. 3:00PM – 4:30PM Location. 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

“Cancer changed my perspective on my life, my sport, and my family,” said Lance Armstrong, keynote speaker at the REALTORS® Conference General 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.”

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 demonstrate to the world the positive impact REALTORS® are making across the country.” REALTOR® magazine’s ninthannual Good Neighbor Award honors the efforts of REALTORS® who make exceptional contributions to improve the quality of life in their communities. In addition to the crystal trophies they received last night, the five winners will each receive a $10,000 grant for their community cause and a $2,500 Lowe’s gift card. This year the Good Neighbor program received generous support from founding sponsor eNeighborhoods, Homes.com, Lowe’s, and LandAmerica Inc. The 2008 Winners Lei Barry, ABR®, CRS, GRI, SRES, Keller Williams Real Estate, Blue Bell, Penn. Barry founded Inter-Faith Housing Alliance 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.

From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caroline McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year. Scott and Robin Gwaltney, Coldwell Banker at Your Service Realty, Ltd., Rochester, Minn., Every year for 16 years, the Gwaltneys have been unpaid resident house parents for up to six academically talented, but underprivileged, teenage boys. As volunteers for Rochester Better Chance, the Gwaltneys have provided a haven for 46 inner-city youths from atrisk neighborhoods and mentored them through high school. See Good Neighbor, page 26 >

Correction: The promotion for Kerri Walsh and Missy May-Treanor that appears on p. 12 should have appeared on Saturday. The duo will not appear Sunday.

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® Expo
The 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 nar@heiexpo.com.
14 2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

Advertising
Event Sponsorships
10TH YEAR RM’S GNA
2009

The Reader

GOOD NEIGHBOR AWARDS

REALTOR® MAGAZINE’S

REALTOR® Magazine’s Good Neighbor Awards
REALTOR® 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.

The Magazine

YPN IS AN AWARD-WINNING NETWORK

AZBEE (American Society of Business Publication Editors) Awards 2008 National Silver, Members Web Section

REALTOR® Magazine’s Young Professionals Network
Reach 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 © tony Powell

EXCEL (Society of National Association Publications) Awards 2008 Silver Award, Online Publishing, Special Members Area

Advertising

For more information on these sponsorship opportunities, please contact your sales representative.
2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM 15

Advertising
REALTOR® 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.

Value-Added Marketing
Direct Mail Lists
Reach out to a select group of our 1.13 million real estate professionals through our direct mail subscriber lists. Subscriber names are rented for onetime 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

“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.

Merchandising Credits
REALTOR® 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.

Ad Readership Studies
Let 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.

Custom Publishing
Custom 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.

Strategic Alliance Opportunities
The National Association of REALTORS®’ REALTOR Benefits® Program can provide an additional opportunity to REALTOR® Magazine advertising and marketing 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 strat_alliance@realtors.org or call (312) 329-8697.
Source: NaR membership database, June 2009

Reader Service Card
To 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.

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2010 MEDIA INFORMATION REALTOR MAGAZINE® WWW.REALTORMAG.COM

2008-2009 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 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

430 N. Michigan Avenue

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Chicago, IL 60611

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E-mail: adsales@realtors.org

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www.realtormag.com

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

Advertising Representatives
NORTHEAST CT, MA, ME, NH, NJ, NY, PA, RI, VT, CANADIAN PROVINCES OF NB, NS, ON, QC Diane Sacken Northeast Account Manager James G. Elliott Co. 135 E. 55th Street New York, NY 10022 P: (212) 588-9200 x 1324 F: (212) 588-9201 E-Mail: d.sacken@jamesgelliott.com SOUTH AL, AR, CO, DC, DE, FL, GA, KY, LA, MD, MS, NC, NM, OK, SC, TN, TX, VA, WV Bob Jameson Southeast Account Manager Jameson Weinbrenner Co., Inc. 13140 Coit Road, Ste. 300 Dallas, TX 75240 P: (972) 669-1663 F: (972) 783-1718 E-Mail: bob@jwwinc.com

MIDWEST IA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI, CANADIAN PROVINCE OF MB Stephen Coughlin Midwest Account Manager James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail: s.coughlin@jamesgelliott.com WEST AK, AZ, CA, HI, ID, MT, NV, OR, UT, WA, WY, CANADIAN PROVINCES OF AB, BC, SK Ted Hemminger Western 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 CLASSIFIED ADVERTISING Carole McLaughlin Classified Sales Representative James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail: c.mclaughlin@jamesgelliott.com

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