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(Continued) The RFS Newsletter, Oct. 21, 2006. Page 3
Borrell is actually projecting overall online and offline real estate marketing spending to decrease between now and 2010 as the bubble deflates, so the online percentage gain is even greater. Beyond paid search ads, the Trulias, Homethinkings, BuyerHunts and the Craigslists of this world are providing new channels to reach home buying consumers. Agent websites, blogging, market research and other online tools add to the total spend. These channels, because of their efficiency gains, actually grow the real estate marketing pie, rather than simply transfer from offline to online spend.

In spite of declining real estate activity, online real estate spending will continue to go through the roof. In all cases, interestingly, Google increases revenue leverage, where Yahoo loses a greater percentage of its market share. Yahoo may be a great company and may continue to throw off huge amounts of cash. But the company's current problems shouldn't be blamed on the housing bubble any more than say, bad weather.

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