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C O N T E N T S
Online Marketing Basics
Legal & Policy Issues
Marketing Your Website
Effective E-Mail
Blogging for Business
Useful Websites
Books, eBooks & Other Resources
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An online presence is a vital component of a real estate professional's marketing strategy. Because today's consumers want accurate information quickly and conveniently, real estate professionals must harness the features, capabilities and opportunities of online marketing to meet these ever-increasing customer demands. Here you will find an overview of online marketing basics and well as tips and insights into marketing your website and how to effectively use e-mail. Interested in learning more about the benefits and potential drawbacks of blogging? Be sure to check out the section on "Blogging for Business." This Field Guide will also put you in touch with an assortment of NAR's trademark and policy issues as well as a variety of useful websites that can take your internet marketing to new heights. What are you waiting for? Resources are just a simple mouse click away!
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WHAT'S THE PASSWORD?
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 - Articles marked with a red Q are provided by ProQuest for NAR members only. Please enter NAR's Proquest password if required.
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 - Articles marked with the REALTOR® "R" are available on Realtor.org. Your Realtor.org ID and password may be required. |
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Online Marketing Basics
Property marketing toolkit, (REALTOR® Magazine Online, 2007). 
Personal marketing toolkit, (REALTOR® Magazine Online, 2007).
Online marketing summit probes new technologies, (B to B, Mar. 12, 2007).
Outlook 2007: The future looks bright, with marketing expanding and online exploding, (B to B, Dec. 11, 2006).
32 ways to slash marketing costs, (Florida REALTOR®, Dec. 2006).
Marketing to the generations, (Florida REALTOR®, Oct., 2006).
2006 REALTOR® Technology Survey, (Center for REALTOR® Technology, May 2006).
Seven surefire strategies for online customer relationship marketing, (Realty Times, Mar. 8, 2005).
Clicking with clients: Balancing tech and people skills is the secret to successful business relationships, (Commercial Investment Real Estate, Sept./Oct. 2004).
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Field Guide to Do-Not-Call, Do-Not-Fax, and Do-Not-E-Mail Laws , (NATIONAL ASSOCIATION OF REALTORS®).
Internet Listing Display Debate - Defending Consumer and Broker Choice, (NATIONAL ASSOCIATION OF REALTORS®).
Use of the REALTOR® marks on the Internet - rules, (NATIONAL ASSOCIATION OF REALTORS®).
NAR Model Internet Advertising Rule, (NATIONAL ASSOCIATION OF REALTORS®).
Faulty processing of "unsubscribe" requests leads to FTC charges, (Computer and Internet Lawyer, Feb. 2007).
The legal risks of blogging, (Network World, July 10, 2006).
Privacy laws and doing business online, (Intellectual Property & Technology Law Journal, Feb. 2005).
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Did You Know ...
...73% of homebuyers used the Internet as an information source
...74% of Internet homebuyers drove by or viewed a home they saw online
...23% of Internet homebuyers found their agent online
...24% of buyers first found their home on the Internet
...22% of FSBOs used the Internet to help sell their home
2006 NAR Profile of Homebuyers and Sellers
Item #186-45-06
-Who are today's home buyers and sellers?
-Do they use the services of a real estate professional?
-What role does the internet play?
These questions and many more are answered in this newly released profile of home buyers and sellers. This valuable tool provides the answers in a user-friendly format, designed to allow easy comparisons with previous studies, using a mix of charts, graphs and tables.
Chapters Include:
-Characteristics of Home Buyers and Homes Purchased
-Home Buying and Selling and Real Estate Professionals
-The Home Search Process
-Financing the Home Purchase
-For Sale By Owner Sellers
To preview this report, click on the following link:
Preview the 2006 NAR Profile of Home Buyers and Sellers
Order online or by calling NAR's Information Central at 1-800-874-6500, press option #1.
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Marketing Your Website
10 step guide to renovating your web site - it's time for a face lift!, (Florida REALTOR®, Nov. 2006).
Web site enhancements - bring them back, (REALTOR® Magazine Online, Sept. 1, 2006).
Website or web strategy - there really is a difference!, (Michigan REALTOR®, Aug. 2006).
The keys to a successful web site, (Texas REALTOR®, June 2006).
Five leading e-business practitioners reveal what really works online by revealing ... the five 'I's' of internet marketing, (Pharmaceutical Executive, Feb. 2006).
The Web marketing checklist: 31 ways to promote your website, (Web Marketing Today, May 4, 2005).
Online marketing: Still not making money? Time to get serious, (RisMedia.com, Apr. 2005).
How to get online visitors to complete forms on your website, (Realty Times, Mar. 24, 2005).
SEM 101: The importance of being found, (LIMRA Market Facts Quarterly, Winter 2005).
Extreme Web makeovers, (Realty Times, Sept. 24, 2004).
Separating yourself from the pack, (The American Salesman, Aug. 2004).
Blogging for Business
To blog or not to blog?, (Publishers Weekly, Mar. 5, 2007).
10 steps to mastering the blogosphere, (REALTOR® Magazine Online Daily Real Estate News, Aug. 29 2006).
Blogs - citizen journalism goes mainstream, (Realty Times, Aug. 23, 2006).
Workers' terminations for computer misuse rise, (The Wall Street Journal, July 15, 2006).
Blogs will change your business, (Business Week, May 2, 2005).
Blogging: a business matter, (Business Credit, June 2006).
Blog world - the web is increasingly being created by its users, (REALTOR® Magazine Online, May 1, 2006).
Monitoring the blogosphere, (Communication World, May/June 2006).
Blogs and blog advertising, (Target Marketing, Mar. 2005).
Blogs keep Internet customers coming back; Small firms find tool useful for recognition, connecting with buyers, (Wall Street Journal, Mar. 1, 2005).
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Effective E-Mail
Sales meeting tool kit: Using e-mail effectively, (REALTOR® Magazine Online, 2007).
7 strategies to get your emails read, (Texas REALTOR®, Mar. 2007).
Marketing via email gets dicey, (Successful Meetings, Aug. 2006).
Reach the inbox, (Target Marketing, Aug. 2006).
A thousand words will betray consumer trust, (Customer Relationship Management, July 2006).
8 email marketing tips, (Customer Relationship Management, May 2006).
Tips for successful email marketing, (Texas REALTOR®, Mar. 2006)
Read this email now!, (Folio, Mar. 2006).
What's your sign? Fully exploit the potential of your e-mail signature, (Texas REALTOR®, Apr. 2005).
New rules for e-mail marketing, (Agency Sales, Apr. 2005).
E-mail do's and don'ts: Evaluate e-mail systems and marketing messages to ensure CAN-SPAM compliance, (Credit Union Magazine, Apr. 2005).
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Useful Websites
Center for REALTOR® Technology , (NATIONAL ASSOCIATION OF REALTORS®, 2007). - The Center for REALTOR® Technology (CRT) serves REALTORS® and REALTOR® associations as an industry advocate, implementation consultant and technology information resource.
e-PRO Certification for Internet Professionalism, (NATIONAL ASSOCIATION OF REALTORS®, 2007). - The e-PRO Certification Course is an NAR-sponsored educational program designed to help real estate professionals thrive in the competitive world of online real estate.
Ask Mr. Internet, (REALTOR® Magazine, 2007). - Michael J. Russer's monthly column answers questions from REALTORS® on how to use the Web in their marketing and business efforts. Features a "Tip of the Month" and links to other useful websites.
Marketing, (About.com, 2007). - Compilation of articles, tutorials, and ideas on all aspects of website & e-mail marketing.
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Books, eBooks & Other Resources
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Books, Videos, Research Reports & More
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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.
Realty Blogging: Build Your Brand and Outsmart Your Competition, by Richard Nacht & Paul Chaney, (Chicago, IL: McGraw Hill, 2007).
Hands On Guide to Video Blogging and Podcasting, by Lionel Felix & Damien Stolarz, (Chicago, IL: Focal Press, 2006).
101 Ways to Promote Your Website, by Susan Sweeney, (Chicago, IL: Maximum Press, 2006).
Corporate Blogging Book: Absolutely Everything You Need to Know to Get it Right, by Debbie Weil, (Chicago, IL: Penguin Group, 2006).
Publish & Prosper - Blogging for Your Business, by DL Byron & Steve Brobak, (Chicago, IL: New Riders, 2006).
Blog Wild: A Guide for Small Business Blogging, by Andy Wibbles, (Chicago, IL: Penguin Group, 2006).
Blogging for Business: Everything You Need to Know and Why You Should Care, by Shel Holtz & Ted Demopoulos, (Chicago, IL: Kaplan Publishing, 2006).
Fundamentals of Marketing for the Real Estate Professional, by Doris Barrell & Mark Nash, (Chicago, IL: Dearborn Real Estate Education, 2005).
Real Estate Confronts the Future, by Stefan Swanepoel & Tom Dooley, (Mason, OH: Thomson South-Western, 2005).
"Junk e-mail": An overview of issues and legislation concerning unsolicited commercial electronic mail ("spam"), by Marcia Smith, (U.S. Congressional Research Service, 2004).
Real Estate Technology Guide: Winning with Technology, by Saul Klein, John Reilly, & Mark Barnett, (Chicago, IL: Dearborn Real Estate Education, 2004).
Real Estate Rainmaker: Guide to Online Marketing, by Dan Gooder Richard, (Hoboken, NJ: John Wiley & Sons, 2004).
How to List and Sell Real Estate: Executing New Basics for Higher Profits, by Danielle Kennedy & Warren Jamison, (Mason, OH: Thomson South-Western, 2003).
The Second Information Revolution, by Gerald Brock, (Cambridge, MA: Harvard University Press, 2003).
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The material on this page is presented by
NAR's Information Central.
Updated Apr. 2007
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