NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require a password.
Real Estate in a Digital Age
Real Estate in a Digital Age (National Association of REALTORS®, Sep. 2021)
- While the expertise of REALTORS® remains vital to the home buying and selling process, the internet serves as a tool for all generations of home buyers; 97% of all homebuyers used the internet in their home search.
- 76% of homebuyers used a mobile or tablet search device in their home search; millennials used mobile devices nearly twice as often as the silent generation
- The software tools most often provided or encouraged by firms are e-signature (83%), comparative market analysis (82%), electronic contracts/forms (80%), and multiple listing (79%).
- While inventory and affordability have come front stage this past year, keeping up with technology is seen as a challenge to 41% of firms.
- 95% of REALTORS® use email daily, and 57% use social media apps daily.
- 69% of members have a website, and their sites are typically five years old.
Online Marketing Basics
A Complete Beginner’s Guide to Digital Marketing — 2021 (Medium, Mar. 23, 2021)
Covers SEO, content marketing, social media marketing, pay-per-click (PPC), email marketing, video marketing, affiliate marketing, native advertising, online PR, and sponsored content.
The Beginner’s Guide to Online Marketing for Small Business (fundera, Feb. 4, 2021)
A comprehensive overview of the different aspects of marketing a business owner should be aware.
6 Zero-Cost Social Media Marketing Ideas (REALTOR® Magazine, Aug. 4, 2020)
A video can show potential clients what it feels like to work with you and it allows you to show your personality. [Use] interesting and attractive images in [your] social media posts that will draw people’s eye. Newsletters sent at regular intervals that recall social media posts can be effective. Update your LinkedIn profile, so potential clients can see current information when it comes up in a Google search. Create lists to curate segments of your Facebook friends to connect with them in different ways. Filter posts and stories on Instagram to the same effect.
Legal & Policy Issues
Avoid Legal and Ethical Pitfalls (REALTOR® Magazine, May-Jun. 2021)
Be very careful before posting to social media, says Forman. Avoid misleading or deceptive representations and comments that could violate fair housing principles. Be sure to follow state-required disclosures on advertisements, in keeping with NAR’s policies.
Are Your Agents’ Social Media Ads Breaking the Law? (REALTOR® Magazine, Sep. 12, 2019)
Find out what mistakes are most common and how to keep your team members away from a legal hot mess.
Membership Marks Manual – Use on the Internet (National Association of REALTORS®)
- The term REALTOR®, whether used as part of a domain name or in some other fashion must refer to a member or a member's firm.
- The term REALTOR® may not be used with descriptive words or phrases. For example,
- For use as a domain name or e-mail address on the Internet the term REALTOR® does not need to be separated from the member's name or firm name with punctuation.
- The REALTOR® block R logo should not be used as hypertext links at a web site as such uses can suggest an endorsement or recommendation of the linked site by your Association.
Create a Social Media Usage Policy (National Association of REALTORS®)
The purpose of this document is to provide brokers with a template that may be used when developing a social media policy for the broker’s own firm. The template requires that it be customized to meet the needs of the broker and reflect the business practices of his/her business. The template is not a document which can be adopted and used without that customization.
NAR Internet Advertising Policy (National Association of REALTORS®)
Advertising or marketing real property - An Internet site which consists of information regarding properties which have been listed with a real estate brokerage, the identity of that real estate brokerage or licensee for each property and information related to those properties.
Advertising or marketing of real estate brokerage services - An Internet site which includes an offer or solicitation to provide services related to marketing or identifying real property for sale or lease.
Marketing Your Website
10 Strategies for Marketing Your Business Online (the balance small business, Jan. 3, 2021)
“A strong online marketing strategy will help you boost your business. These 10 digital strategies have been proven to help companies improve their performance. If you employ them, you could be on your way to creating a concrete internet marketing strategy that helps you brings in more customers and retain new ones.”
6 Best Real Estate Marketing Software in 2021 (fit small business, Feb. 9, 2021)
“Real estate marketing software lets you automate or streamline specific steps in your real estate funnel, helping you generate more leads and close sales. We considered several of the most popular software options to identify the six best for agents and brokers. To do so, we evaluated criteria including price, features, ease of use, and customer support.”
Email Marketing: Still the Most Powerful Tool to Take Your Business to the Next Level (Forbes, Oct. 26, 2020)
Think of email marketing as one of the most powerful tools to jump-start your small business and take it to the next level. It’s effective, it’s affordable, and it works.
26 Examples of Brilliant Email Marketing Campaigns [Template] (HubSpot)
Goals of email marketing campaigns: traffic generation, awareness, lead nurturing, and revenue generation.
Blogging for Business
Maximize Your Potential Through Social Media (REALTOR® Magazine, Mar. 22, 2021)
“Letting people into your life is important for humanizing your brand, so don’t just share your listings and closings. Give your followers insight into your life outside the office. I provide glimpses into my life by sharing posts about my dogs, and of course, my wife Abby. Sharing more about my life helps my clients and prospects get to know the man behind the brand.”
Blog Marketing: What It Is and How to Do It (The Balance, Oct. 1, 2019)
Blog marketing is the process of reaching your home business' target market through the use of a blog. Initially, business owners had a blog separate from their websites, but today, you can easily integrate the two to make it easier for you to manage, as well as easier for visitors to access. Many business owners use a blogging platform, such as WordPress, for both their website and blog.
Compelling Blog Content Will Win You Leads (REALTOR® Magazine, Jun. 11, 2019)
Create a schedule and stick to it, use powerful headlines, always include images, think about SEO, and embed a call to action.
Single Property Websites
How Smart Agents Build Single Property Websites in 2021 (Are They Still Worth It?) (The Close, Apr. 2, 2021)
Single property websites only really make sense for historic or expensive listings, you’re not offering anything of real value for buyers, and the same traffic might convert better on your website.
How Single Property Websites Can Benefit Your Listing (Real Estate Photography Fort Myers, Sep. 9, 2019)
Keep the focus on your listing, control everything that the buyer sees, add more visual content, more user-friendly, and show off your own professionalism.
Get.REALTOR® (National Association of REALTORS®)
The term “REALTOR” is searched over 2 million times a month. Help consumers easily find you with a .realtor™ or .realestate web address.
The Property Marketing Tool Kit (REALTOR® Magazine Online)
This tool kit will help you create a marketing plan and allow you to determine the best place and tone for your property advertising.
The Beginners Guide to Online Marketing (QuickSprout)
A comprehensive introduction to online marketing.
e-PRO® certification (National Association of REALTORS®)
Earning your e-PRO® certification shows homebuyers and sellers that you're skilled in the advanced technologies and strategies that set them up for success.
Web Site Legal Issues (BitLaw)
Discusses the legal issues involved with the creation of a web site.
eBooks & Other Resources
The following eBooks and digital audiobooks are available to NAR members:
Influencer: Building Your Personal Brand in the Age of Social Media (Audiobook)
Digital Marketing for Dummies (eBook)
Guerrilla Marketing on the Internet (eBook)
42 Rules of Social Media for Small Business (eBook)
200 Marketing Ideas for your Website (eBook)
301 Ways to Use Social Media to Boost Your Marketing (eBook)
Blog Marketing: The Revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results (eBook)
Building a Website for Dummies (eBook)
Creating E-Mail Newsletters (eBook)
Digital Photography for Dummies (eBook)
The Small Business Online Marketing Handbook
Turn Clicks Into Customers (eBook)
Web Design (eBook)
Books, Videos, Research Reports & More
As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.
Because Internet: Understanding the New Rules of Language (New York, NY: Riverhead Books, 2019)
The Art of Social Selling: Finding and Engaging Customers on Twitter, Facebook, LinkedIn, and Other Social Networks (New York, NY: Amacom, 2014)
Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results (New York, NY: Portfolio/Penguin, 2013)
Youtility: Why Smart Marketing is about Help Not Hype (New York, NY: Portfolio/Penguin, 2013)
Social Media for REALTORS®: 101 Dos and Don'ts (Chicago, IL: National Association of REALTORS®, 2011)
101 Ways to Use Social Media in Real Estate : Work Less and Make More Mmoney with Ease (Keene, NH: RMCS Inc. 2010)
Social Media 101: Tactics and Tips to Develop Your Business Online (Hoboken, NJ: Wiley, 2010)
Have an idea for a real estate topic? Send us your suggestions.
The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.