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 the member's nar.realtor login.
Top Real Estate Marketing Trends in 2023: Stay Ahead (Placester, Feb. 6, 2023)
“Marketing trends shape businesses’ communication with their customers. They are created based on customers behavior and the ever changing relationship between consumers’ needs and product and service suppliers.”
Launch Your New Listings with a Better Marketing Strategy (RISMedia, May 3, 2022)
Maximize the marketing of your next new listing to create mass market exposure for generating more buyers to the property by lining up your listing strategy with a better timeline, marketing the open house as an event, and converting open house attendees into potential leads.
107 Outside-the-Box Real Estate Marketing Ideas & Tips (With Examples) (Placester, 2022)
“Sometimes…the best remedy for marketing fatigue is thinking outside the box and identifying ways your primary marketing channels – website, SEO, email marketing, paid advertising and social media content – can differentiate your agency or brokerage from the competition.”
12 Creative Real Estate Marketing Tips (REALTOR® Magazine, Apr. 9, 2021)
Social media use is a must along with social sharing buttons on your website, professional photographs, inclusion of local images, and tailored content for your market.
Top Real Estate Marketing Strategies Proven to Be Effective in a Post-COVID World (snappr, Feb. 19, 2021)
Focus on service, not sales; adapt to new technology; utilize virtual tours; and include community information and high-quality photographs.
Personal Promotion & Branding
21 Best Real Estate Marketing Ideas & Strategies for Success (Fit Small Business, Feb. 15, 2023)
Creative, budget-friendly ideas and strategies to differentiate yourself from the competition.
7 Real Estate Marketing Materials That Will Help You Build a Better Personal Brand (The Close, Apr. 26, 2022)
“If you want to build a personal brand that generates business while you sleep, choosing the right real estate marketing materials is crucial. Why? Simple. Second only to your time and emotional energy, your marketing materials are your most precious assets. Think of them as the vehicle that delivers your personal brand to the world. “
Real Estate Branding: 6 Steps for Agent Success (HomeSnap Blog, Mar. 17, 2022)
“Personal real estate branding isn’t much different [from consumer branding]. Instead of [the brand] standing for a larger entity, it represents you or your team. Real estate branding is important because it helps you sell your services. It conveys to consumers your personality, what you represent and what type of experience they can expect when they work with you.”
Personal Branding for People 50+ (Forbes, Aug. 2, 2020)
“[P]ersonal branding is nuanced and takes on different areas of focus depending on where you are in your career and which generation you’re part of.” Develop digital dexterity; deliver a powerful first impression; show your social savvy; and master video.
Personal Branding for Real Estate Professionals (Placester)
“People choose who they do business with based on a number of different factors, including presentation, demeanor, experience and passion. Your brand combines your beliefs with your business practices and this is what people gravitate to when seeking out a real estate professional.”
How to Find Your Business Niche (Business News Daily, Feb. 21, 2023)
- helps you establish a loyal customer base
- minimizes competition
- reduces marketing costs
- demonstrates expertise
- can increase profit
10 Most Lucrative Real Estate Niches & Why They Work (Fit Small Business, Nov. 15, 2022)
Target real estate niches by location, property type, buyer type, seller type, situation, listing type, communities, or amenitiesThe Real Estate Agent’s Guide to Niche Marketing (Placester)
Select your target marketing niche by:
- Street or neighborhood
- Housing development
- Town or city
- County or region
- Home type
- Residence style
- Age group
- Buyer/seller type
Marketing Plan & Budgets
The Real Estate Agent’s Guide to Real Estate Marketing (Tom Ferry, Apr. 25, 2022)
- Client satisfaction: Your clients are the backbone of your business. As a real estate agent, you need to ensure they’re satisfied, and a detailed real estate marketing plan can help you operate your business smoothly to ensure clients are satisfied throughout every stage of the home buying and home selling process.
- Increased profits: The primary goal of every business is to increase profits year after year. To make this happen, you need a plan in place, and that’s where marketing for real estate comes into play. Through marketing, you can reach a broader audience to sell your services to, which can eventually generate more leads that convert into lifelong customers.
- Future growth: Because a real estate agent marketing plan outlines the goals you want to achieve throughout the year, you can plan for future growth. Scaling your business can be challenging without the right systems in place, but with a detailed plan, you know what milestones you need to reach in order to succeed.
- Adaptability: Sometimes, plans don’t always go the way you intend them to, as external factors, such as a pandemic or economic collapse, can impact your industry. By having a real estate marketing plan in place, you’ll be able to make corrections when needed to keep your company moving forward.
Marketing of Services Expenses, 2021 (National Association of REALTORS® Member Profile, 2022)
Real Estate Marketing Strategy (Placester)
“In real estate business specifically, a successful strategy will include ways of capturing new leads, converting them into clients as well as client retention.”
A 5-Step, No-Nonsense Marketing Plan (Business Development Bank of Canada)
The 5 steps essential to a marketing plan are: SWOT analysis, development of a target market profile, setting clear marketing objectives, determining a market strategy, and creating your financial plan.
eBooks & Other Resources
The following eBooks and digital audiobooks are available to NAR members:
Generating Business Referrals Without Asking: A Simple 5 Step Plan to a Referral Explosion (eBook)
Instagram Rules: The Essential Guide to Building Brands, Business and Community (eBook)
+Leads: Simple Strategies That Work to Get Real Estate Leads Fast (eBook)
One Million Followers: How I Built a Massive Social Following in 30 Days (eBook)
Personal Branding Strategies: The Ultimate Practical Guide to Branding and Marketing Yourself Online Through Instagram, YouTube, Facebook and Twitter and How to Utilize Advertising on Social Media (Audiobook)
This Is Marketing: You Can't Be Seen Until You Learn to See (eBook, Audiobook)
The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly (eBook)
Social Media Marketing a Strategic Guide: Learn the Best Digital Advertising Approach & Strategies Boosting Your Agency or Business with the Power of Facebook, Instagram, YouTube, Google SEO & More (eBook)
Books, Videos, Research Reports & More
As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.
Less Blah-Blah More Ah-Ha; How Social Savvy Real Estate Agents Become Trusted, Preferred, Referred - and Rewarded (The Woodlands, 2011)
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)
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