Field Guide to Effective Online Marketing
(Updated September 2016)
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. In this field guide you will find an overview of online marketing basics, tips on marketing your website, and information on how to use email and blogging. You will also find NAR's trademark and policy issues, as well as a variety of useful websites that can take your internet marketing to new heights. (C. Dodge, Information Specialist)
E - EBSCO articles available for NAR members only. Password can be found on the EBSCO Access Information page.
Did You Know...
- ...92% of homebuyers used the Internet as an information source
- ...65% of Internet homebuyers drove by or viewed a home they saw online
- ...44% of buyers first found their home on the Internet
2015 NAR Profile of Homebuyers and Sellers, Item #186-45-15 — 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
4 Ways to Use Instagram’s New Stories Feature for Your Business, (Social Media Week, Aug. 9, 2016).
8 Ways to Use Psychology in Your Social Media Marketing, (Social Media Week, July 25, 2016).
20 Social Media Marketing Tips From the Pros, (Social Media Examiner, Nov. 18, 2014).
The Five Tools Everyone in Real Estate Needs, (Zawya, Sept. 23, 2014).
How to use Facebook to promote your business, (Marketing Donut, n.d.).
Legal & Policy Issues
Getty Images: Not Quite Free to Use, (The Legal Geneologist, Mar. 7, 2014).
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
5 Design Trends That Boost Your Website, (REALTOR® Magazine, Apr. 19, 2016).
11 Examples of Facebook Ads That Actually Work (And Why), (HubSpot, May 15, 2015).
33 Free Places to Promote Your Website Online, (Wix, June 23, 2014).
21 Simple Ways to Get More Followers for Your Google Plus Business Page, (Entrepreneur, Apr. 17, 2014).
10 Proven Ways To Market Your Website, (Forbes, Apr. 11, 2012).
A Beginner’s Guide to Successful Email Marketing, (KissMetrics, n.d.).
15 of the Best Email Marketing Campaign Examples You’ve Ever Seen, (HubSpot, Aug. 26, 2016).
14 Tips for Effective Email Marketing, (Pronto Marketing, Jan. 9, 2015).
Past the Pop-Up: 10 Email Marketing Tactics You've Never Tried, (Zapier, July 1, 2014).
8 Effective Email Marketing Strategies, Backed by Science, (Buffer Social, Aug. 10, 2013).
Blogging for Business
How to Start a Successful Blog Today, (The Minimalists, Aug. 29, 2016).
How to Build a Great Newsletter, (The Content Strategist, Aug. 26, 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).
Nichify: Blog Small for Big Online Results, (National Association of REALTORS®, Dec. 12, 2014).
21 Benefits of Business Blogging and 22 Tips, (Social Media Today, Oct. 6, 2013).
Social media and the future of real estate, (RISMedia, Mar. 2010).
What is a business blog?, (The Sideroad, n.d.).
19 Reasons Why Your Business Should Be Writing a Blog, (SproutContent, n.d.).
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)
Blog Marketing (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)
e-Riches 2.0 (Kindle, 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).
Twitter power: how to dominate your market one tweet at a time, by Joel Comm, (Hoboken, NJ: Wiley, 2009).
Swanepoel Social Media Report 2010: A Field Guide for Real Estate Professionals, Swanepoel, Stefan; Aclaro, Mel; Swanepoel, Stefan, (Laguna Niguel, CA: RealSure Publishing, 2009).
Twitter revolution: how social media and mobile marketing is changing the way we do business & market online, by Deborah Micek & Warren Whitlock, (Las Vegas, NV: Xeno Press, 2008).
Social media is a cocktail party: why you already know the rules of social media marketing, by Jim Tobin, (Cary, NC: Ignite Social Media, 2008).
Social media marketing: an hour a day, by Dave Evans, (Indianapolis, IN: Wiley Publishing, Inc. 2008).
Groundswell: winning in a world transformed by social technologies, by Charlene Li & Josh Bernoff, (Boston, MA: Harvard Business Press, 2008).
Realty Blogging: Build Your Brand and Outsmart Your Competition, by Richard Nacht & Paul Chaney, (Chicago, IL: McGraw Hill, 2007).
The new influencers: a marketer's guide to the new social media, by Paul Gillin, (Sanger, CA: Quill Driver Books.Word Dancer Press, 2007).
Field Guides & More
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The inclusion of links on this field guide 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 field guide 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.