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.
Effective Online Marketing Topics
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Before you search elsewhere, take advantage of the research we've already done for you. Formerly known as Field Guides, References tabs contain links to external articles, titles from the NAR Library eBooks collection, websites, statistics, and other material to provide a comprehensive overview of perspectives on each topic. 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 Information Services at 1-800-874-6500, press option #1.
Online Marketing 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).
Getting Started With Email Marketing, (Campaign Monitor, 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).
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, Adobe eReader)
101 Ways to Promote Your Web Site (Adobe eReader)
200 Marketing Ideas for your Website (Adobe eReader)
301 Ways to Use Social Media to Boost Your Marketing (Adobe eReader)
Advertising 2.0: Social Media Marketing in a Web 2.0 World (Kindle, Adobe eReader)
Blogging: 100 Success Secrets (Adobe eReader)
Building a Website for Dummies (Kindle, Adobe eReader)
Creating E-Mail Newsletters (Adobe eReader)
Digital Photography for Dummies (Kindle, Adobe eReader)
E-Marketing (Adobe eReader)
How to do Everything with your Digital Camera (Adobe eReader)
Online Marketing Techniques for Real Estate Agents and Brokers (Kindle, Adobe eReader)
Put Your Business Online (Adobe eReader)
The Small Business Online Marketing Handbook (Kindle, Adobe eReader)
Social Media Marketing (Adobe eReader)
Social Media Success! (Kindle, Adobe eReader)
The Social Media Marketing Book (Adobe eReader)
Success Secrets of the Online Marketing Superstars (Kindle, Adobe eReader)
Turn Clicks Into Customers (Kindle, Adobe eReader)
Web Design (Kindle, Adobe eReader)
Books, Videos, Research Reports & More
The resources below are available for loan through Information Services. 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 Information Services 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).
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