Quick Takeaways

  • A marketing plan identifies your target audience, the most effective channels on which to engage with them and analytical insights that guide future strategy.
  • Businesses need a comprehensive marketing plan to coordinate theirmarketing campaigns and to properly measure their impact.
  • Marketing is a cumulative effort, and a unified plan maximizes the value of every campaign toward a cohesive strategy.

Source: 7 Tips for Creating a Great Business Marketing Plan (Business News Daily, Jan. 5, 2021)

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. 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.

Learn marketing strategies to generate more leads, identify an audience, and track your progress.

Get ideas on how to build your personal brand at any point in your career.

Sometimes it’s not best to cast the widest net. Niche marketing can lead to successful marketing strategies. Carve out a more specific area of real estate to build your business.

Don’t leave your marketing strategy up to chance. Make a plan. Find free templates and step by step instructions.

See References for more information.


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.

Marketing Strategies

Strategy and Consistency: Keys to Success in Real Estate Marketing (Forbes, Apr. 8, 2021)

Once you’ve defined your ideal client, and subsequently your audience, commit to your new marketing plan long enough to track results, and then make any necessary changes.

Get the Most Out of Your Real Estate Marketing Materials (RISMedia, Mar. 18, 2021)

Ways to follow up with your marketing pieces to separate yourself from the crowd and generate more leads.

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.

30 Real Estate Marketing Tips (Small Business Trends, Jun. 9, 2020)

“First, you need some basic local and online marketing tactics to gain visibility for your business. Then, you need some creative ideas to help your real estate business stand out from the competition. Finally, you need to use your insider knowledge to gain traction and create valuable partnerships within the industry.”

Personal Promotion & Branding

Four Ways to Build Your Real Estate Personal Brand (Forbes, Apr. 19, 2021)

“Find ways to be helpful by developing a unique and genuine voice for your customers, and you are guaranteed to watch your business grow.”

How to Create a Personal Brand (and Why It’s Important) (indeed, Apr. 1, 2021)

Four steps to create your own personal brand.

A Beginner’s Guide to Real Estate Branding (homesnap blog, Feb. 8, 2021)

“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 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.

Niche Mark​eting

How to Carve Out a Real Estate Video Marketing Niche (REALTOR® Magazine, Sep. 22, 2020)

Video content beyond home tours can help foster engagement and connect agents with prospects. Avoid broad topics, and focus on showcasing your expertise in specific areas. Use analytics to gauge which video topics do and don’t resonate with your audience.

Niche Marketing That Works: Trusted Strategies to Cultivate a Successful Niche (RIS Media, Jun. 25, 2020)

Buck and her team have also established a niche marketing strategy around their Top 50. "Not only does every agent have to have their Top 50 built, but they also need to maintain relationships with those individuals by intentionally touching them every month."

The Real Estate Agent’s Guide to Niche Marketing (Placester)

A guide for selecting your target marketing niche. “These target audiences, property types, and price ranges may not be the ones you envisioned working with when you started your career as an agent, but there’s plenty of money to be made by specializing in select facets of real estate sales.”

Marketing Plan & Budgets

Your 2021 Real Estate Marketing Plan (homesnap blog, Jan. 11, 2021)

Build your presence on Google via a Google business profile; Strengthen your reputation and credibility; by getting more reviews; Be strategic with your digital ad campaigns; Create engaging virtual tours; and take a more targeted approach to prospecting.

A Simple Real Estate Marketing Plan (Free Template Included!) (EAP)

This is a step-by-step guide that provides actionable advice and an actual marketing plan template.

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 & Ot​her 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)

Marketing (eBook)

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

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.

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)

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.


The Conversion Code

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Sales and Marketing 101

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Secrets of Top Selling Agents

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How to Become a Power Agent

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