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.


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.

Effective Online Marketing - graphic

Online Mar​keting Basics

What is Digital Marketing? Breaking Down the Basics (Business 2 Community, Jul. 25, 2018)

Digital Marketing Basics You Need to Promote Your Business Online (Lyfe Marketing, Jun. 22, 2018)

Internet Marketing 101: Everything Beginners Need to Know (Disruptive Advertising, Jan. 26, 2018)

Legal & Policy ​Issues

Membership Marks Manual – Use on the Internet (National Association of REALTORS®)

Create a Social Media Usage Policy (National Association of REALTORS®)

NAR Internet Advertising Policy (National Association of REALTORS®)

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

Marketing Your Website

9 Free Ways to Promote Your Website (And How to Execute Them) (ahrefsblog, Jul. 19, 2018)

A Beginner’s Guide to Website Navigation Best Practices (Fat Guy Media, Jan. 26, 2018)

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

Effective Email

17 Best Real Estate Email Templates & Scripts for 2018 (The Close, Sep. 14, 2018)

10 Effective Email Subject Lines for Real Estate Agents (My Real Page, Feb. 17, 2018)

How We Learned the Real Secrets to Effective Email Marketing (Forbes, Dec. 4, 2017)

Blogging for Business

13 Blogging Mistakes Most Beginner Bloggers Make (HubSpot, Aug. 30, 2018)

The Top 100 Real Estate Blogs in 2018 (Clever, Jun. 26, 2018)

How to Write a Real Estate Blog People Want to Read (Contactually, Feb. 5, 2018)

Single Property Websites

Single Property Websites: 6 Best Builders 2019 (FitSmallBusiness Blog, Apr. 18, 2019)

Top 52 Single Property Websites of 2019 (Real Estate Marketing Headquarters, Feb. 17, 2019)

Are Single-property Websites Worth the Time Investment? (Inman, Sep. 30, 2015)

Marketing With Single Property Websites (Point2, Mar. 18, 2015)

Useful Websites

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 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.

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)

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 (Kindle, eBook)

Creating E-Mail Newsletters (eBook)

Digital Photography for Dummies (Kindle, eBook)

The Small Business Online Marketing Handbook (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 (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.


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