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References
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 a password.
Real Estate in a Digital Age
Real Estate in a Digital Age (National Association of REALTORS®, Sep. 2021)
- While the expertise of REALTORS® remains vital to the home buying and selling process, the internet serves as a tool for all generations of home buyers; 97% of all homebuyers used the internet in their home search.
- 76% of homebuyers used a mobile or tablet search device in their home search; millennials used mobile devices nearly twice as often as the silent generation
- The software tools most often provided or encouraged by firms are e-signature (83%), comparative market analysis (82%), electronic contracts/forms (80%), and multiple listing (79%).
- While inventory and affordability have come front stage this past year, keeping up with technology is seen as a challenge to 41% of firms.
- 95% of REALTORS® use email daily, and 57% use social media apps daily.
- 69% of members have a website, and their sites are typically five years old.
Online Marketing Basics
21 Proven Real Estate Social Media Marketing Techniques That Actually Generate Leads in 2023 (The Close, Sep. 14, 2023)
“[I]f you want to actually generate leads with your social media marketing, it’s going to take more than just fun videos on Instagram. It takes effort and intention.”
Navigate Marketing in Today's Digital Landscape (REALTOR® Magazine, May 29, 2023)
“Ultimately, successful real estate professionals use digital marketing to stay relevant by creating consistent touchpoints in front of their database and community.”
What Is Online Marketing? Strategy and Tips (nerdwallet, Mar. 23, 2023)
“Identifying target markets and developing customer personas (fictional characters that represent different target audiences) can help a small business set its online marketing goals. Typically, online marketing campaigns will aim to drive sales to the business, increase brand awareness or attract and retain customers.”
10 Strategies for Marketing Your Business Online (the balance small business, Jan. 3, 2021)
“A strong online marketing strategy will help you boost your business. These 10 digital strategies have been proven to help companies improve their performance. If you employ them, you could be on your way to creating a concrete internet marketing strategy that helps you brings in more customers and retain new ones.”
6 Zero-Cost Social Media Marketing Ideas (REALTOR® Magazine)A video can show potential clients what it feels like to work with you and it allows you to show your personality. [Use] interesting and attractive images in [your] social media posts that will draw people’s eye. Newsletters sent at regular intervals that recall social media posts can be effective. Update your LinkedIn profile, so potential clients can see current information when it comes up in a Google search. Create lists to curate segments of your Facebook friends to connect with them in different ways. Filter posts and stories on Instagram to the same effect.
Legal & Policy Issues
Avoid Legal and Ethical Pitfalls (REALTOR® Magazine, May-Jun. 2021)
Be very careful before posting to social media, says Forman. Avoid misleading or deceptive representations and comments that could violate fair housing principles. Be sure to follow state-required disclosures on advertisements, in keeping with NAR’s policies.
Membership Marks Manual – Use on the Internet (National Association of REALTORS®)Key takeaways:
- The term REALTOR®, whether used as part of a domain name or in some other fashion must refer to a member or a member's firm.
- The term REALTOR® may not be used with descriptive words or phrases. For example,
- For use as a domain name or e-mail address on the Internet the term REALTOR® does not need to be separated from the member's name or firm name with punctuation.
- The REALTOR® block R logo should not be used as hypertext links at a web site as such uses can suggest an endorsement or recommendation of the linked site by your Association.
Create a Social Media Usage Policy (National Association of REALTORS®)
The purpose of this document is to provide brokers with a template that may be used when developing a social media policy for the broker’s own firm. The template requires that it be customized to meet the needs of the broker and reflect the business practices of his/her business. The template is not a document which can be adopted and used without that customization.
NAR Internet Advertising Policy (National Association of REALTORS®)
Advertising or marketing real property - An Internet site which consists of information regarding properties which have been listed with a real estate brokerage, the identity of that real estate brokerage or licensee for each property and information related to those properties.
Advertising or marketing of real estate brokerage services - An Internet site which includes an offer or solicitation to provide services related to marketing or identifying real property for sale or lease.
Effective Email
5 Steps to Setting Up Your First Drip Email Campaign (U.S. Chamber of Commerce, Jan. 12, 2023)
“A drip campaign takes careful prep to set up, but once this automated sequence is running smoothly, it can be an extremely impactful marketing tool.”
9 Key Real Estate Email Marketing Tips & Statistics (Fit Small Business, Mar. 1, 2023)
“The right email marketing tools and strategies can help convert leads and build a loyal, engaged audience more effectively.”
26 Examples of Brilliant Email Marketing Campaigns [Template] (HubSpot)
Goals of email marketing campaigns: traffic generation, awareness, lead nurturing, and revenue generation.
Blogging for Business
101 Real Estate Content Marketing Ideas (Placester, 2023)
“Some of these ideas are great for establishing subject matter expertise; others are great for driving engagement and traffic, while others are great for attracting leads.”
40 Unique Blog Topics for Real Estate Agents (The CE Shop, 2023)
“When it comes to your blog, creating high-quality content is crucial as this practice will drive traffic to your site. You also need to discover the keywords that you want to target with your content.”
Blog Marketing: What It Is and How to Do It (The Balance, Oct. 1, 2019)
Blog marketing is the process of reaching your home business' target market through the use of a blog. Initially, business owners had a blog separate from their websites, but today, you can easily integrate the two to make it easier for you to manage, as well as easier for visitors to access. Many business owners use a blogging platform, such as WordPress, for both their website and blog.
Compelling Blog Content Will Win You Leads (REALTOR® Magazine, Jun. 11, 2019)
Create a schedule and stick to it, use powerful headlines, always include images, think about SEO, and embed a call to action.
Single Property Websites
Secret to Real Estate Success: Single Property Websites (Seattle Real Estate Company, May 6, 2023)
“In this comprehensive guide, we will delve into the concept of single property websites, their benefits, and how our top-notch real estate photography services can take your SPWs to the next level.”
The Best Single Property Websites for 2022 (Apps & Design Tips) (The Close, Apr. 12, 2022)
Single property websites only really make sense for historic or expensive listings, you’re not offering anything of real value for buyers, and the same traffic might convert better on your website.
How Single Property Websites Can Benefit Your Listing (Real Estate Photography Fort Myers, Sep. 15, 2021)
Keep the focus on your listing, control everything that the buyer sees, add more visual content, more user-friendly, and show off your own professionalism.
Useful Websites
Get.REALTOR® (National Association of REALTORS®)
The term “REALTOR” is searched over 2 million times a month. Help consumers easily find you with a .realtor™ or .realestate web address.
The Beginners Guide to Online Marketing (QuickSprout)A comprehensive introduction to online marketing.
e-PRO® certification (National Association of REALTORS®)
Earning your e-PRO® certification shows homebuyers and sellers that you're skilled in the advanced technologies and strategies that set them up for success.
Web Site Legal Issues (BitLaw)
Discusses the legal issues involved with the creation of a web site.
eBooks & Other Resources
eBooks.realtor.org
The following eBooks and digital audiobooks are available to NAR members:
Influencer: Building Your Personal Brand in the Age of Social Media (Audiobook)
Digital Marketing for Dummies (eBook)
Guerrilla Marketing on the Internet (eBook)
42 Rules of Social Media for Small Business (eBook)
200 Marketing Ideas for your Website (eBook)
301 Ways to Use Social Media to Boost Your Marketing (eBook)
Building a Website for Dummies (eBook)
Creating E-Mail Newsletters (eBook)
Digital Photography for Dummies (eBook)
The Small Business Online Marketing Handbook (eBook)Turn Clicks Into Customers (eBook)
Web Design (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.
Because Internet: Understanding the New Rules of Language (New York, NY: Riverhead Books, 2019)
The Art of Social Selling: Finding and Engaging Customers on Twitter, Facebook, LinkedIn, and Other Social Networks (New York, NY: Amacom, 2014)
Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results (New York, NY: Portfolio/Penguin, 2013)
Youtility: Why Smart Marketing is about Help Not Hype (New York, NY: Portfolio/Penguin, 2013)
Social Media for REALTORS®: 101 Dos and Don'ts (Chicago, IL: National Association of REALTORS®, 2011)
101 Ways to Use Social Media in Real Estate : Work Less and Make More Mmoney with Ease (Keene, NH: RMCS Inc. 2010)
Social Media 101: Tactics and Tips to Develop Your Business Online (Hoboken, NJ: Wiley, 2010)
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.