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.
Online Marketing
Why a Strong Digital Presence Matters More Than Ever (REALTOR® Magazine, Sep. 22, 2025)
https://www.nar.realtor/blogs/culture-scan/why-a-strong-digital-presence-matters-more-than-ever
"Real estate is a relationship business, and relationships nowadays often begin digitally. So, before a potential client ever picks up the phone, they do research on agents online by scrolling through websites, social media profiles, client reviews, and listings, all to decide who feels like the right person to guide them through one of life's biggest transitions. In today's digital-first landscape, your online presence—to say it plainly—is a necessity. Almost as necessary as having a phone number or an email address where people can reach you."
Real Estate Marketing Basics That Actually Work (Medium, Feb. 24, 2025)
https://medium.com/agent-buzz/real-estate-marketing-basics-that-actually-work-3e747595c009
"Your website shouldn't just be full of listings pulled off the MLS. Instead, create a branded lead-capture platform filled with community information that demonstrates your local expertise. Why? Your real estate marketing and advertising should position you as someone who truly understands the neighborhood you serve."
Legal & Policy Issues
NAR Internet Advertising Policy (National Association of REALTORS®)
https://www.nar.realtor/legal/risk-management/nar-internet-advertising-policy
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.
Membership Marks Manual – Use on the Internet (National Association of REALTORS®)
https://www.nar.realtor/membership-marks-manual/use-on-the-internet
- 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.
Effective Email Marketing
How To Grow and Maintain an Effective Real Estate Email List (Constant Contact, Oct. 29, 2025)
https://www.constantcontact.com/blog/real-estate-email-list/
To capture leads via email marketing, include a signup form on your website, sync leads from other sources, connect your SMS marketing, offer fun (and free) events, and add a signup link in your email signature.
The Complete Real Estate Email Marketing Guide (The Close, Mar. 27, 2024)
https://theclose.com/real-estate-email-marketing/
"If you're not using email marketing to connect with your leads, stay in touch with your sphere of influence, and nurture those precious new leads you worked so hard to generate, you're missing a massive opportunity. Email marketing for Realtors is like the secret weapon of real estate marketing materials—it's personal, cost-effective, and, best of all, unlike social media platforms, your email database belongs to you. Email lets you contact each person in your database individually, making them feel like you're speaking directly to them. It's like having a one-on-one conversation with your leads. Plus, consistently staying in touch with your entire database ensures that none of your valuable leads slip through the cracks."
How to Set Up a Drip Email Campaign (US Chamber of Commerce, 2025)
https://www.uschamber.com/co/grow/marketing/setting-up-your-first-drip-email-campaign
"Drip campaigns come in many sizes and forms. These campaigns are highly customizable according to your business goals. Essentially, a drip campaign is just a series of emails sent out on a schedule that can change depending on what action the recipient takes when the message lands in their inbox."
30 Brilliant Marketing Email Campaign Example [+Template] (HubSpot, Jan. 9, 2025)
https://blog.hubspot.com/marketing/email-marketing-examples-list
"An email marketing campaign is a scheduled series of emails used to nurture leads and current customers to encourage engagement and increase sales. Each individual email leads to a specific call-to-action, i.e. getting users to sign up, book a call, continue reading, or add a product to their cart."
Digital Video as a Marketing Tool
15 Best Real Estate Marketing Videos to Generate & Nurture Leads (The Close, Jun. 20, 2024)
"Realtors® nowadays are all about creating real estate videos, but many are missing the mark regarding their main goal—generating and nurturing leads. [The Close has] compiled 15 best real estate marketing videos that successful agents use to fill their customer relationship manager (CRM) with high-quality leads. Not only does this article break down why each video is so effective, but also provides you with expert advice on creating your own. The 15 videos include "Educational Real Estate Marketing Videos"; "Real Estate Listing Walk-through Videos"; "Agent Introduction Videos"; and "Client Testimonial Videos."
13 Video Marketing Best Practices for Real Estate Business (HousingWire, Aug. 28, 2023)
"Because 99% of homeowners begin their search online, your videos must be viewable on a variety of devices. This means optimizing for mobile. Optimizing for mobile streamlines the content so it isn't cluttered or hard to navigate on a smaller screen. Optimized videos won't have lags, skips or take forever to load either."
A Formula for Creating Short Marketing Videos (REALTOR® Magazine, Nov. 15, 2022)
"You undoubtedly know the power of video marketing, considering that YouTube is the number two search engine. But maybe you don't feel comfortable in front of the camera, so you've avoided trying your hand at creating videos. The purpose of video is to connect with clients more personally and enable them to get a better glimpse of who you are, Robert Kennedy III, a national speaker with Kennetik Kommunications, told attendees Sunday at a session during NAR NXT, The REALTOR® Experience in Orlando, Fla. Kennedy said a simple storytelling approach can help calm your fears around what to say and how to structure your videos."
A Step-by-Step Guide to Creating a Virtual Home Tour (REALTOR® Magazine, Nov. 4, 2020)
"The cost and complexity of virtual tour technology have come down in recent years, making these tours more accessible for real estate professionals. To help you create exceptional virtual home tours, here's a step-by-step guide to gathering equipment; preparing to shoot and edit the photos; uploading and editing the images; creating the tour from walkthrough to exit on an online platform; and publishing and marketing the tours."
Digital Video Tools: CNET Video Camera Reviews, Matterport, TruPlace, and Zoom.
Top-Level Domains
What Is a TLD? All You Need to Know About Top Level Domains (Hostinger, Jun. 20, 2025)
https://www.hostinger.com/tutorials/what-is-tld
"A top-level domain (TLD), also known as a domain extension, is the rightmost part of a domain name. In hostinger.com, for example, hostinger is the domain name, while .com is the TLD. Other common TLDs include .org and .net."
ICANN (Internet Corporation for Assigned Names & Numbers)
https://www.icann.org/resources/pages/welcome-2012-02-25-en
The ICANN functions include . . . the administration of certain responsibilities associated with Internet DNS root zone management such as generic (gTLD) and country code (ccTLD) Top-Level Domains.
Root Zone Database (Internet Assigned Numbers Authority)
https://www.iana.org/domains/root/db
"The Root Zone Database represents the delegation details of top-level domains, including gTLDs such as .com, and country-code TLDs such as .uk."
How to Register a Domain Name (Forbes, Oct. 13, 2025)
https://www.forbes.com/advisor/business/how-register-domain-name/
"A custom domain name is your address on the internet. It makes up part of the URL shown at the top of your browser window and lets visitors and customers find your website and contact you via email. It also gives you control over your online presence. Domain names are rented, not purchased forever, and can be registered separately from your website host. It's not hard to register domain names, but it does require following some basic steps to get the best deal and protect your domain name purchase."
.Realtor Rebrands as .RealEstate, Launches Sleek New Website Templates You Can Try for No Cost (National Association of REALTORS®, Nov. 5, 2025)
https://www.nar.realtor/magazine/real-estate-news/sales-marketing/realtor-rebrands-as-realestate-launches-sleek-new-website-templates-you-can-try-for-no-cost
".RealEstate, the professional website builder and domain registrar formerly known as .Realtor, is designed to help real estate professionals break through the internet noise and reach consumers overwhelmed by options."
5 Tips for Using NAR's Online Domain in Your Business (RISMedia, May 28, 2019)
https://www.rismedia.com/2019/05/28/online-domain-business/
"With a top-level domain, you're always accessible to consumers. You can provide them with important information 24/7, connecting them to a wide array of services, listings and forms, and all built around your area of expertise in an easy-to-understand way."
Resources from NAR
REALTOR® Technology Survey (National Assocaition of REALTORS®, 2025)
https://www.nar.realtor/research-and-statistics/research-reports/realtor-technology-survey
The REALTOR® Technology Survey found that social media generated 39% of leads for REALTORS®, while a brokerage website provided 13%, an individual website provided 12%, and email marketing tools provided 11% of business.
e-PRO® Certification (National Association of REALTORS®)
https://epro.realtor/
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 in selling or buying a home.
eBooks & Other Resources
eBooks.realtor.org
The following eBooks and audiobooks are available to NAR members:
101 Ways to Promote Your Real Estate Website (eBook)
https://realtor.overdrive.com/media/CD9A877D-F107-455C-9607-CBB8A29A7F91
Building Websites All-In-One For Dummies (eBook)
https://realtor.overdrive.com/media/C2FD5025-0632-4D21-B8BA-5093F68379EF
Million Dollar Website (eBook)
https://realtor.overdrive.com/media/242330
Influencer: Building Your Personal Brand in the Age of Social Media (Audiobook)
https://realtor.overdrive.com/media/3778632
Digital Marketing for Dummies (eBook)
https://realtor.overdrive.com/media/2410784
Guerrilla Marketing on the Internet (eBook)
https://realtor.overdrive.com/media/567685
200 Marketing Ideas for your Website (eBook)
https://realtor.overdrive.com/media/C9D48844-DB5A-4B84-A227-01C4C3239BC3
Creating E-Mail Newsletters (eBook)
https://realtor.overdrive.com/media/557AF39D-A937-46A8-955D-A2949B219230
Digital Photography for Dummies (eBook)
https://realtor.overdrive.com/media/6F183A1A-CC27-4028-8AF7-E0309FC6400A
The Small Business Online Marketing Handbook (eBook)
https://realtor.overdrive.com/media/13C55E21-C983-4875-8446-A0A9E3B64B64
Turn Clicks Into Customers (eBook)
https://realtor.overdrive.com/media/4C496431-1F1F-4759-B596-69822BC28907
Web Design (eBook)
https://realtor.overdrive.com/media/85D77F5C-0373-4B76-B15A-AE69DCE871E7
How to Shoot Video That Doesn’tSuck (eBook)
https://realtor.overdrive.com/media/583500
Video Marketing for Dummies (eBook, Audiobook)
https://realtor.overdrive.com/media/0129EA5E-EEF2-4E4D-93FE-68711D30186F
The Complete Idiot's Guide to Digital Video (eBook)
https://realtor.overdrive.com/media/E5F933EC-35A1-4E9C-A7C4-332F9ECDBAE1
Digital Video Essentials: Shoot, Transfer, Edit, Share (eBook)
https://realtor.overdrive.com/media/9B8ACBD8-9DAE-49BE-9820-8448ADE9350E
Videoblogging for Dummies (eBook)
https://realtor.overdrive.com/media/C9E2DF8D-6F7C-4133-836C-84E44320E8B2
Virtual Selling (eBook)
https://realtor.overdrive.com/media/5694141
NAR Library's Marketing eBook collection: https://realtor.overdrive.com/search?query=marketing
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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.
