The document discusses strategies for real estate agents to effectively use digital marketing locally, including building a local following online, being found in local search, leveraging positive reviews, and unifying marketing messages across platforms. It recommends targeting buyers, listings, and referrals online; using lead generation websites; optimizing for local keywords on Google Places and search engines; and maintaining a follow up system to capture and convert leads. The overall strategy is presented as personal branding and relationships marketing through targeted vehicles tailored to each business model.