It’s not just about promoting your listings everywhere on every possible platform. Marketing is as much about telling your own story as a real estate pro as it is about selling a property. Consumers want to know who you are and whether you’re the right person to guide them through what is likely the biggest purchase of their lives. So your logo, photo, social media profile, business card, website, and testimonials all work together to project your value statement to consumers. Learn how to sell more than a house; get prospects to understand your story as a professional, too.


We've 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.

Marketing Strategies

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

Marketing Who You Are vs. What You Do, (REALTOR® Magazine, Oct. 2015)

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

Focus Your Door-Knocking With Big Data, (REALTOR® Magazine, May 2014)

5 Tech Upgrades for Your Marketing, (REALTOR® Magazine, Dec. 10, 2013)

Property Marketing Tool Kit, (REALTOR® Magazine Toolkit)

Listings Tool Kit, (REALTOR® Magazine Toolkit)

Personal Promotion & Branding

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

Building a Consistent Brand, (REALTOR® Magazine, July 2015)

The Power of a Great Logo, (REALTOR® Magazine, May 2015)

The Difference Between Successful and Very Successful People, (Greg McKeown, Apr. 7, 2014)

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

Personal Marketing Tool Kit, (REALTOR® Magazine Toolkit)

10 Ways to Build Your Personal Brand, (Business Insider, Apr 9, 2010)

7 Examples of Kick-Ass Personal Branding, (Socialmouths, n.d.)

Niche Mark​eting

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

Real Estate Niche Marketing – Benefits & How To Choose a Niche Market, (Realtymarketingtool, Aug. 23, 2015)

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

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

Why You May Need the 'Feng Shui Contingency', (REALTOR® Magazine, Sept. 23, 2014)

Start and Spread Your Global Brand, (REALTOR® Magazine, Jan. 2014)

Marketing Plan & Budgets

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)

How to Create a Real Estate Marketing Plan: Template Included, (Placester, July 17, 2015)

How to Develop a Marketing Plan Budget, (Houston Chronicle, n.d.)

How to Create a Marketing Plan, (wikiHow, n.d.)

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

eBooks & Ot​her Resources


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

200 Marketing Ideas for Your Website (eBook)

301 Ways to Use Social Media to Boost Your Marketing (eBook)

Advertising 2.0 (Kindle, eBook)

All Marketers are Liars (Kindle, Audiobook, eBook)

Beyond Traditional Marketing (eBook)

The Brand Called You (eBook)

Branding for Dummies® (Kindle, eBook)

Build a Brand in 30 Days (eBook)

Creating Rainmakers (Kindle, eBook)

The Digital Handshake (Audiobook)

Guerrilla Marketing Weapons (eBook)

How to Become a Rainmaker (eBook)

Marketing Demystified (eBook)

The Marketing Plan (Kindle, eBook)

The Marketing Plan Handbook (Kindle, eBook)

Marketing to Win More Business (eBook)

Mastering Online Marketing (Kindle, eBook)

The One-Day Marketing Plan (eBook)

Preparing The Marketing Plan (eBook)

Purple Cow (Kindle, Audiobook, eBook)

Quick Study—How to Write a Business Plan (eBook)

Successful Marketing Communications (eBook)

You are the Brand (Kindle, Audiobook, 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.

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)

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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