Effective Online Marketing


An online presence is a vital component of a real estate professional's marketing strategy. Because today's consumers want accurate information quickly and conveniently, real estate professionals must harness the features and capabilities of online marketing to meet these ever-increasing needs. Learn about online marketing basics, tips on marketing your website, and information on how to use email and blogging.


We've 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.

Did You ​Know...

  • ...95% of homebuyers used the internet as an information source
  • ...63% of homebuyers walked through a home they saw online
  • ...51% of homebuyers found the home they purchased on the internet)

Source: 2017 NAR Profile of Homebuyers and Sellers, Item #186-45-17 — This valuable tool provides answers in a user-friendly format, designed to allow easy comparisons with previous studies, using a mix of charts, graphs and tables. Order online or by calling NAR's Member Support at 1-800-874-6500, press option #1.

Online Mar​keting Basics

5 Clear, Actionable Steps to Get Started in Online Marketing, (Foundr Magazine, Apr. 21, 2017)

What is Online Marketing?, (USA Today Network, Dec. 10, 2013)

How Can I Get Started With Online Marketing?, (Entrepreneur, Mar. 15, 2013)

8 Ways to Use Psychology in Your Social Media Marketing, (Social Media Week, July 25, 2016).

The Five Tools Everyone in Real Estate Needs, (Zawya, Sept. 23, 2014).

Legal & Policy ​Issues

How to Legally Use Images in Your Social Media Marketing, (Social Media Examiner, May 3, 2017)

CAN-SPAM Act: A Compliance Guide for Business, (Federal Trade Commission, Sept. 2009)

Create a social media usage policy, (National Association of REALTORS®)

Use of the REALTOR® marks on the Internet—rules, (National Association of REALTORS®)

NAR Model Internet Advertising Rule, (National Association of REALTORS®)

Marketing Your Website

How to Get Noticed on Social Media, (REALTOR® Magazine, June 12, 2017)

Web Design Standards: 10 Best Practices on the Top 50 Websites, (Orbit Media Studios, n.d.)

6 Ways to Make Your Website Your #1 Marketing Tool, (flightmedia, Mar, 16, 2016)

5 Fast Ways To Get Traffic For A New Website, (Forbes, Mar. 1, 2016)

The Best Times to Post on Social Media, (REALTOR® Magazine, Nov. 11, 2015)

Effective Email

Getting Started With Email Marketing, (Campaign Monitor, n.d.)

Email Concepts: The Top 10 You Need to Know as an Email Marketing Beginner, (Comm100, n.d.)

Everyday Words That Make You Sound Pretty Rude in Emails, (The Muse, n.d.)

Stay Out of Your Clients’ Spam Folder, (REALTOR® Magazine, Oct. 14, 2016)

14 Tips for Effective Email Marketing, (Pronto Marketing, Jan. 9, 2015)

Blogging for Business

Today’s Best Real Estate Blogs, (REtipster, n.d.)

How to Start a Successful Blog Today, (The Minimalists, Aug. 29, 2016)

Revealed: 19 Things to Know Before You Start a Blog, (BlogTyrant, Aug. 20, 2016)

Creating a Blog That Won’t Fade Into the Noise, (Social Media Week, Aug. 12, 2016)

The Beginner’s Guide to Business Blogging, (Have Presence, July 10, 2014)

Useful Websites

The Beginners Guide to Online Marketing, (QuickSprout) – A comprehensive introduction to online marketing.

Claim.REALTOR®, (National Association of REALTORS®) – The term “REALTOR” is searched over 2 million times a month. Help consumers easily find you with a .realtor™ web address.

e-PRO Certification for Internet Professionalism, (National Association of REALTORS®, 2007)—The e-PRO Certification Course is an NAR-sponsored educational program designed to help real estate professionals thrive in the competitive world of online real estate.

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.

Top 50 Internet & Digital Law Blogs, (Criminal Justice USA, Nov. 25, 2008) – A compilation of blogs from law schools, lawyers, and law firms to help the public learn about internet and digital law.

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:

42 Rules of Social Media for Small Business (Kindle, eBook)

101 Ways to Promote Your Web Site (eBook)

200 Marketing Ideas for your Website (eBook)

301 Ways to Use Social Media to Boost Your Marketing (eBook)

Advertising 2.0: Social Media Marketing in a Web 2.0 World (Kindle, eBook)

Blogging: 100 Success Secrets (eBook)

Blog Marketing: The Revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results (eBook)

Building a Website for Dummies (Kindle, eBook)

Creating E-Mail Newsletters (eBook)

Digital Photography for Dummies (Kindle, eBook)

E-Marketing (eBook)

How to do Everything with your Digital Camera (eBook)

iPad How To Boot Camp: The Fast and Easy Way to Learn the Basics with 100 World Class Experts Proven Tactics, Techniques, Facts, Hints, Tips and Advice (eBook)

Mastering Online Marketing: 12 World Class Strategies That Cut Through the Hype and Make Real Money on the Internet (Kindle, eBook)

Online Marketing Techniques for Real Estate Agents and Brokers (Kindle, eBook)

Put Your Business Online (eBook)

The Small Business Online Marketing Handbook (Kindle, eBook)

Social Media Marketing (eBook)

Social Media Success! (Kindle, eBook)

The Social Media Marketing Book (eBook)

Success Secrets of the Online Marketing Superstars (Kindle, eBook)

Turn Clicks Into Customers (Kindle, eBook)

Web Design (Kindle, eBook)

Books, Videos, Research Reports & More

The resources below are available for loan through Member Support. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Member Support at 800-874-6500 for assistance.

The art of social selling: finding and engaging customers on Twitter, Facebook, LinkedIn, and other social networks, by Shannon Belew, (New York, NY: Amacom, 2014)

Can't buy me like: how authentic customer connections drive superior results, by Bob Garfield & Doug Levy, (New York, NY: Portfolio/Penguin, 2013)

Youtility: why smart marketing is about help not hype, by Jay Baer, (New York, NY: Portfolio/Penguin, 2013)

Social media for REALTORS®: 101 Dos and Don'ts, National Association of REALTORS®, (Chicago, IL: National Association of REALTORS®, 2011)

101 ways to use social media in real estate : Work less and make more money with ease, by James Goddard, (Keene, NH: RMCS Inc. 2010)

Social media 101: tactics and tips to develop your business online, by Chris Brogan, (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.


Real Estate Advertising Made Easy

Real Estate Advertising Made Easy

Price: $34.95
Member Price: $29.95
Member Savings: $5.00

Buy from the REALTOR® Store

The Conversion Code

The Conversion Code

Member Price: $25.00

Buy from the REALTOR® Store