Field Guide to Marketing Tips for REALTORS®
(Updated April 2007)
Marketing — no matter how you cut it, it's an essential ingredient for the success of any business. The material on this page will give you a wealth of ideas to help market your services and expertise to potential customers — including special sections to help beef up your personal promotion campaign, increase your presence in a niche market, and strengthen your marketing plan. (C. Dodge, Information Specialist)
Contents:
General Marketing Tips & Strategies | Personal Promotion & Branding | Niche Marketing Tips | Building a Better Marketing Plan | eBooks & Other Resources
National Association of REALTORS® Marketing Guides
Elements of a Budget
Three Sample marketing Plans
Two Marketing Plans--Made Even Better
Eight Personal Marketing Mistakes to Avoid
Becoming Your Own Brand
Finding Your Niche
Getting the Word Out
Personal Marketing in Print
Personal Marketing Online
Source: Personal Marketing Toolkit, (REALTOR® Magazine Online).
General Marketing Tips & Strategies
What's in, what's out with homebuyers in 2007, (Houston REALTOR®, Mar. 2007).
Classified intelligence, Realty Times partner on REALTOR® advertising survey, (Realty Times, Aug. 2006).
How much should I spend to market myself?, (Texas REALTOR®, May 2006).
Are you dealing with marketing mistakes?, (The American Salesman, Sept. 2005). Q
13 ways to botch your marketing, (Texas REALTOR®, July 2005).
Getting down to business: How effective are you at developing new business?, (Michigan REALTOR®, May 2005).
Eight ways to boost your business: Commercial real estate pros share marketing tips for a slow economy, (Commercial Investment Real Estate, Sept./Oct. 2003).
Personal Promotion & Branding
Branding basics for the brand rookie, (Houston REALTOR®, Mar. 2007).
The keys to building lasting business relationships, (Texas REALTOR®, July 2006).
Branding made easy, (Realty Times, May 25, 2006).
Market yourself, (Michigan REALTOR®, May 2006).
The power of branding for real estate agents: Branding sets you apart from others, (Wisconsin Real Estate, Aug. 2005).
The power of branding, (Texas REALTOR®, July 2005).
Contact spheres: Forming relationships with other professionals will help you boost business, (Texas REALTOR®, July 2005).
How to market your business without wasting your time, (Realty Times, Apr. 11, 2005).
Marketing is not the same thing as branding, (Realty Times, Mar. 1, 2005).
Be your own brand: A good branding strategy takes commitment and consistency, but the payoffs are worth it, (REALTOR® Magazine, Nov. 2004).
Focused personal marketing, (Realty Times, Nov. 13, 2003).
Nine no-fail ways to boost referrals to your business, (The American Salesman, Dec. 2001). Q
Top-rung selling: Twelve personal marketing tactics for getting on top and staying there, (The American Salesman, Apr. 2001). Q
Niche Marketing Tips
Niche marketing can bring you great real estate rewards in a crowded market, (Michigan REALTOR®, Apr. 4, 2005).
Niche knack: Specializing helps brokers carve a groove in their markets, (Commercial Investment Real Estate, Mar./Apr. 2005).
Four reasons consumers prefer specialists, (Realty Times, Mar. 21, 2005)
Main Street marketing: Relationship-building strategies boost business in small towns, (Commercial Investment Real Estate, Nov./Dec. 2005).
Scratch that niche: Targeted marketing goes beyond farming, (Texas REALTOR®, July 2004).
How to build a niche, (Realty Times, Nov. 7, 2003).
Scratching a niche: Should you become a "special" agent, (Realty Times, Jul. 21, 2003).
Building a Better Marketing Plan
High-impact marketing materials that are a click away, (Realty Times, Apr. 21, 2006).
Ten danger signs of short-term thinking, (The American Salesman, Nov. 2005). Q
Tracking your marketing efforts, (The American Salesman, Sept. 2005). Q
Does your advertising work? Some basic principles can help you get more from your ad budget, (Texas REALTOR®, May 2004).
Creating a marketing plan for your franchise system, (Franchising World, Mar. 2004). Q
What makes your phone ring? Measure your marketing's effectiveness and increase your business, (Texas REALTOR®, May 2002).
Fine-tune your marketing plan; Employ old-fashioned common sense to reach today's consumer, (REALTOR® Magazine, Jan. 2002).
What should a company expect from its marketing program? Eight ways to evaluate results, (The American Salesman, Dec. 2001). Q
Build a marketing program to suit your budget, (REALTOR® Magazine, Jan. 2001).
eBooks & Other Resources
eBooks.realtor.org
The following ebooks and digital audiobooks are available to NAR members:
The 10 Demandments (Adobe eReader)
The One-Day Marketing Plan (Adobe eReader)
Preparing The Marketing Plan (Adobe eReader)
Beyond Traditional Marketing (Adobe eReader)
200 Marketing Ideas for Your Website (Adobe eReader)
Branding for Dummies® (Adobe eReader)
Creating Rainmakers (Adobe eReader)
How to Become a Rainmaker (Adobe eReader)
Books, Videos, Research Reports & More
The resources below are available for loan through Information Central. 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 Central at 800.874.6500 for assistance.
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).
Real Estate Rainmaker: Guide to Online Marketing, (John Wiley & Sons, 2004).
Reaching Out: The Financial Power of Niche Marketing, (Dearborn Real Estate Education, 2003).
Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Marketing Position, (AMACOM, 2003).
Innovative Marketing for Buyer Representatives, (Real Estate Buyer's Agents Council, 2002).
Principles of Marketing, (Upper Saddle River, NJ: Prentice Hall, 1999).
Field Guides & More
These Field Guides and other resources in the Virtual Library may also be of interest:
Field Guide to Effective Online Marketing
Field Guide to Do-Not-Call, Do-Not-Fax, & Do-Not-E-Mail
Field Guide to Creating Effective Classified Ads
Field Guide to Direct Mail
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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 to 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.
