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(Updated May 2017)

Marketing is an essential ingredient for the success of any business. The material in this field guide will help you market your expertise to potential clients. It includes sections on how to build your personal promotion campaign, increase your presence in a niche market, and strengthen your marketing plan. (C. Dodge, Information Specialist)


- EBSCO articles available for NAR members only. Password can be found on the EBSCO Access Information page.

Marketing Strategies

What Is a Marketing Strategy, (Docurated, n.d.).

Types of Marketing Strategies that Attract Customers, (Cleverism, Dec. 8, 2016).

Examples of Marketing Strategies for Small Businesses, (ThriveHive, May 28, 2016).

5 Types of Marketing Strategies for the Digital Marketplace, (CMG Partners, 2016).

4 Principles of Marketing Strategy In The Digital Age, (Forbes, Apr. 16, 2013).

5 Commandments of Marketing, (REALTOR® Magazine, Nov. 2015).

15 Marketing Strategies That Inspire Strategic Thinkers, (Inc., Mar. 24, 2015).

Personal Promotion & Branding

The Complete Guide to Building Your Personal Brand, (Quick Sprout, LLC, n.d.).

What’s a Personal Brand and Why Do You Need One?, (Work It Daily, 2017).

7 Sins of Personal Branding, (REALTOR® Magazine, June 2016).

Personal Branding: How To Design Your Personal Brand Image In 10 Steps, (Canva, June 17, 2015).

Personal Branding Is A Leadership Requirement, Not a Self-Promotion Campaign, (Forbes, Apr. 8, 2013).

15 Words You Need to Eliminate From Your Vocabulary to Sound Smarter, (The Muse, n.d.).

How to Communicate Your Expertise Without Sounding Arrogant, (Nick Reese, n.d.).

Niche Mark​eting

What Is Niche Marketing?, (TrackMaven, n.d.).

7 Ways to Become a Real Estate Rockstar with Niche Marketing, (Agent Image, n.d.).

The Importance of Finding Your Own Niche!, (Iron Point Agents, Nov. 22, 2016).

Top 8 Real Estate Marketing Niche Opportunities, (About Money, Mar. 9, 2016).

100 Niches for Real Estate Specialists, (Blue Stem Marketing, Feb 19, 2014).

Identifying Your 3 Strongest Niches, (REALTOR® Magazine, Oct 2014).

Marketing Plans & Budgets

What is a Marketing Plan?, (LearnMarketing, n.d.).

How to Create a Marketing Budget, (Intuit, n.d.).

Sample Marketing Budgets for Small Businesses, (Horton Group, n.d.).

30 Marketing Plan Samples And Everything You Need To Include In Your Strategy, (CoSchedule, Apr. 20, 2017).

How to Create an Effective Marketing Plan, (Business News Daily, May 16, 2016).

How to Set a Marketing Budget that Fits your Business Goals and Provides a High Return on Investment, (U.S. Small Business Administration, Jan 9, 2013).

8-Step Personal Marketing Plan, (REALTOR® Magazine, Oct. 2013).

Helpful Tools & Websites

Listings Tool Kit - (REALTOR® Magazine Toolkit). “Use this tool kit to learn how to tailor your approach to the seller's comfort zone, pinpoint the perfect price, and answer any objection.”

Personal Marketing Tool Kit - (REALTOR® Magazine Toolkit). “Personal marketing is the process of getting your name out there and convincing people to contact you when they need real estate services. This tool kit will help you plan and execute your personal marketing strategy.”

Property Marketing Tool Kit - (REALTOR® Magazine Toolkit). “This tool kit will help you create a marketing plan and allow you to determine the best place and tone for your property advertising, so you can get it sold now.”

American Branding Association – (ABA, 2017). “The ABA seeks to extend their knowledge of branding to students, designers, small businesses, corporations, academic communities, organizations, marketers, advertisers and individuals alike.”

American Marketing Assocation – (AMA, 2017). “The AMA strives to be the most relevant force and voice shaping marketing around the world; an essential community for marketers.”

eBooks & Ot​her Resources


The following eBooks and digital audiobooks are available to NAR members:

Advertising 2.0 (Kindle, Adobe eReader)

200 Marketing Ideas for Your Website (Adobe eReader)

301 Ways to Use Social Media to Boost Your Marketing (Adobe eReader)

Beyond Traditional Marketing (Adobe eReader)

The Brand Called You (Adobe eReader)

Branding for Dummies® (Kindle, Adobe eReader)

Build a Brand in 30 Days (Adobe eReader)

Marketing Demystified (Adobe eReader)

The Marketing Plan (Kindle, Adobe eReader)

The Marketing Plan Handbook (Kindle, Adobe eReader)

Marketing to Win More Business (Adobe eReader)

Preparing The Marketing Plan (Adobe eReader)

Quick Study—How to Write a Business Plan (Adobe eReader)

Successful Marketing Communications (Adobe eReader)

You Are the Brand (Kindle, OverDrive, 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 Laws of Charisma : How to Captivate, Inspire, and Influence for Maximum Success, (New York : American Management Association, 2011). BF698.35.C45

Sales and marketing 101 for real estate professionals, (Dearborn Real Estate Education, 2007).

Managing brand you: Seven steps to creating your most successful self, (American Management Association, 2008).

Career distinction: Stand out by building your brand, (John Wiley & Sons, Inc., 2007).

Real Estate Marketing and Sales Essentials: Steps for Success, (Thompson South-Western, 2006).

Fundamentals of Marketing for the Real Estate Professional, (Dearborn Real Estate Education, 2005).

May I Have Your Attention, Please: Build a Better Business by Telling Your Story, (John Wiley & Sons, 2005).

Charisma : Seven Keys to Developing the Magnetism that Leads to Success, (New York : Warner Books, 1998). HF 5438 Al2cs

Field Guides & More

These field guides and other resources in the Virtual Library may also be of interest:

Field Guide to Being a New REALTOR®

Field Guide to Writing a Business Plan

Field Guide to Digital Cameras & Photography

Field Guide to Direct Mail

Field Guide to Do Not Call and Do Not Fax Laws

Field Guide to Effective Online Marketing

Field Guide to Facebook for REALTORS®

Field Guide to Working With Baby Boomers

Field Guide to Twitter

Field Guide to Using Digital Video as a Marketing Tool

Information Services Blog

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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.