We’ll talk about how to do SEO for real estate agents.
But first, let me paint you a scenario:
Think about the journey a buyer or seller goes through before they find their real estate agent.
For the buyer, it starts with a dream — and then a reality check.
Maybe they’re a young couple scrolling Instagram late at night, imagining their future in a cozy starter home, only to wake up and wonder how they’ll afford it in this market.
Or it’s a growing family squeezed into a two-bedroom rental, tripping over toys and dreaming of a backyard big enough for a swing set.
Every listing they click on seems either too expensive, too far away, or gone before they even have a chance.
For the seller, it’s different but no less stressful.
Maybe it’s a house they’ve outgrown, one that holds too many memories but too little space.
Or maybe it’s an inherited property they don’t know what to do with.
They look around and see cracks in the paint, outdated countertops, and the neighbour’s yard that’s way more “Pinterest” than theirs.
They wonder: Will anyone even want to buy this place?
Whether they’re buying or selling, the first step isn’t you — it’s Google.
They grab their phone, sigh, and type best real estate agent near me.
Here’s what they’re really searching for: clarity in a confusing market.
Confidence in a process they barely understand.
And most of all, someone who will understand why this move matters.
If your name doesn’t show up in those first few results, they’ll never know you’re the agent who gets it.
The one who knows the best schools, the hidden gems in that up-and-coming neighbourhood, and how to sell a fixer-upper without spending a fortune on staging.
Instead, they’ll call someone else.
Not because they’re better, but because they were easier to find.
It’s about showing up when someone’s ready to make one of the biggest decisions of their life.
It’s about being the name they trust when they’re tired of searching and ready to take the leap.
This guide will show you how to do that.
How SEO can grow your real estate agency
While social media posts and word of mouth can help you get noticed, SEO is what keeps your real estate business front and centre — day in and day out.
It ensures you’re always part of the conversation when people are searching for their next home or a trusted agent to guide them.
Think about it — every single day, people are online searching for answers to their real estate needs:
And if your business isn’t showing up when they search? They’re calling the next agent who does.
That’s why SEO matters — it puts your real estate business right in front of the people who are ready to make a move.
Not when they’re just scrolling through Instagram or daydreaming about their dream house, but when they’re actively searching.
I’m a freelance SEO consultant and content writer with over 4 years of experience.
I’ve helped dozens of businesses use SEO to sell more.
Need help brushing up your SEO strategy for your real estate agency? Find out more about my services below:
But if you’re looking for a more DIY approach, I’ve put together a no-nonsense guide to show you exactly how to nail SEO for your real estate agency.
Thousands of hours worth of research packed into a simple, practical guide. No fluff.
Let’s get started.
Use the Table of Contents below to navigate to the areas you’re interested in.
How to analyse your competitor's real estate SEO strategy
Before you start obsessing over keywords, you’ve got to know who you’re up against.
Competitor analysis is where the magic starts.
It’s how you figure out what’s working for other real estate agents or firms in your area — where they’re absolutely crushing it and where they’re tripping over their own feet.
Let’s paint a picture.
Imagine there’s a rival real estate agent in your city who’s dominating the search results.
They’re showing up for searches like best real estate agent near me.
But their website is slower than a traffic jam.
That’s your chance to step and take those top spots for yourself.
By understanding what your competitors are getting right — and where they’re missing the mark — you can build a smarter, stronger SEO strategy for your own business.
The takeaway? Before diving headfirst into your SEO, take a breath.
Scope out the competition.
Find the gaps they’re leaving wide open, and fill them.
Here’s how you do it:
Start by Googling your own keywords
Fire up Google and think about what keywords buyers and sellers are typing in to find a real estate agent.
If I’m running a real estate business in Austin, I’d zero in on keywords like homes for sale in austin or austin real estate agent.
Then, I’d check out who’s hogging the top spots.
Is it a big-name national site like Zillow?
Or is it a local agent who’s cracked the code to dominate their market?
Either way, knowing who’s at the top of the search results is step one.
Because before you can beat them, you need to know what you’re up against.
And the good news? You don’t need to outrank Zillow across the country.
You just need to beat them in your backyard.
These folks? They would be my main competitors — the ones I’ve got to beat if I want my real estate business to stay in the conversation.
Do the same for your keywords.
See who’s sitting comfortably at the top of the search results.
Take note of their website URLs.
Now, those are your targets.
Because next, we’re going to dig into what makes those websites rank — and more importantly, how you can outrank them.
It’s not about reinventing the wheel.
It’s about spotting where the competition is winning and figuring out how to do it better.
Find areas for improvement in your competitor's content
Visit their websites and take a good look around.
What kind of content are they putting out there?
Are they posting blogs about navigating the home-buying process, offering free guides like “10 Questions to Ask Before Buying Your First Home,” or showcasing glowing testimonials from happy buyers?
Pay attention to the tone they’re using, the topics they’re covering, and how they’re engaging with their audience.
Are they positioning themselves as the go-to local real estate experts?
Are they leaning into educational content, or are they telling client success stories that tug at the heartstrings?
The goal here is simple: figure out what’s working for them — and then do it better.
If they’re writing about “How to Stage Your Home to Sell Fast,” you write the ultimate guide to home staging in Austin.
If they’ve got a landing page for luxury homes in west lake hills, you create one that’s more detailed, more engaging, and fully optimised for local SEO.
Because here’s the thing: when you know what’s resonating with buyers and sellers in your market, you’re not just playing catch-up — you’re positioning yourself to take the lead.
And in real estate? Being one step ahead makes all the difference.
Dig into data with SEO tools
SEO tools like Ahrefs, Semrush, and Mangools are a real estate agent’s best friend when it comes to dominating local search results.
These tools are packed with features that make your life easier — whether you’re a solo agent or managing an entire brokerage’s online presence.
They give you insights and data about your competitors that would take hours (if not days) to uncover on your own.
Want to know what keywords other agents are ranking for?
How much traffic they’re pulling in?
Where their backlinks are coming from?
These tools have you covered.
If you’re serious about building your site’s traffic and getting more calls from buyers and sellers, investing in one of these tools is a no-brainer.
I personally use Semrush.
Just pop in your competitor’s URL and let the tool do the rest.
You’ll get a treasure trove of data: their top-performing keywords, the pages driving the most traffic, and even gaps in their strategy that you can jump on.
Because in real estate, it’s not just about having a great reputation — it’s about making sure people see it when they’re searching for help.
You can take this intel and use it to refine your own keyword strategy — see what your competitors are ranking for, where their traffic is coming from, and find areas on their websites that could use some improvement.
And here’s the thing: you don’t have to spend cash on a fancy SEO tool to get started.
If you’re on a tight budget or just testing the waters, there are free tools that can help you dip your toes into keyword research without spending a dime.
Here are a couple to get you started:
- Hoth Rank Checker — for analysing a site’s ranking keywords
- Ahrefs Backlink Checker — for analysing a site’s backlink profile
Because in real estate, the right keywords can mean the difference between being the first agent someone calls and being the one they never even knew existed.
Keyword research for your real estate agent
Let’s go back to that Austin real estate scenario.
Let’s say a family in Austin is ready to make a move.
They’re tired of squeezing into their current space, and after one too many late-night Zillow scrolls, they decide it’s time to get serious.
They’re firing up Google and searching something along the lines of austin real estate agent or real estate agent near me.
These are what we call local keywords.
And they matter because they connect you with people who are right there in your service area — buyers and sellers who are ready to pick up the phone or schedule a showing.
Local keywords help you cut through the noise so you’re seen by the people who actually need a local agent, not some big-name national site like Zillow.
Let me explain.
If your goal is to attract more local clients, focusing on local keywords should be your first move.
I’ve already mentioned how you can use SEO tools to find local keyword ideas.
But here’s an extra tip: there are two more quick and free methods to uncover even more local ideas.
Related searches
Related searches are Google’s way of giving you keyword ideas without making you work too hard.
You know that list at the bottom of the search results?
The one with suggestions that are just a little different from what you originally typed?
That’s gold.
Because those related searches? They’re exactly what buyers and sellers in your area are asking.
They show you what’s rattling around in people’s minds — whether they’re looking for homes for sale austin or how to sell house in austin.
And the best part?
It takes zero effort to find them.
Just pop your target keyword into Google, scroll down, and there they are.
A tidy list of phrases that Google practically gift-wraps and hands to you for free.
So, if you’re looking for a fast, no-cost way to expand your keyword list, start here.
Answer Socrates
There’s a tool out there that doesn’t get nearly enough love.
It’s called Answer Socrates.
And if you’ve ever wondered what questions people are Googling about buying or selling a home, this tool will hand them to you on a silver platter.
It’s free. No hoops to jump through.
If you’re looking to create content that answers real questions from real people, Answer Socrates is a game-changer.
1. Go over to the Answer Socrates website
First things first, head over to Answer Socrates.
No complicated sign-ups. No confusing dashboards.
Just a simple, straightforward tool that gets you right into the keyword research.
Perfect for agents who want to skip the fluff and get straight to finding out what buyers and sellers are asking online.
2. Plug in your keyword
Type your seed keyword into the search bar.
What’s a seed keyword, I hear you ask?
The clue’s in the name.
A seed keyword is your starting point — that broad keyword you plant, which branches out into all the other keywords you’ll dig up.
It’s the root of your entire keyword strategy.
So, for example, homes for sale austin would be the seed keyword for my Austin-based real estate business.
From there, you’ll discover more specific terms like buying a home in austin or real estate agent austin.
Once you’ve got that seed keyword, the rest of your keyword strategy will grow from there — like a good investment, but in search traffic.
3. Analyse the results
Once you’ve plugged in your keyword, Answer Socrates will brew up a list of questions, prepositions, and comparisons that people are actively Googling.
It’s like getting a sneak peek into your audience’s mind.
But don’t stop there.
Cross-reference those questions with the data from a tool like Ahrefs or Semrush to see which terms are driving the most traffic and which ones have less competition.
This double-check will help you zero in on the best opportunities — the ones that’ll get your real estate site in front of the right people at the right time.
On Page SEO
How to set up location pages
Creating good location pages is a great way to attract customers for your real estate agency.
Here are a few approaches you can follow:
Pages that target cities
Let’s say you’re a real estate agent with a main office in Austin and branches in Round Rock and Cedar Park.
Here’s the play: create individual pages for each of these cities.
Why?
Because each location page lets you target the exact keywords people in those areas are Googling when they’re searching for their next home or trying to sell fast.
Think along these lines:
- homes for sale austin
- real estate agent round rock
- sell my house cedar park
These keywords? Gold for your real estate business.
By focusing on these localised keywords, you’ll pop up in searches when folks in these areas are hunting for a real estate expert.
It’s a practical way to extend your reach while staying rooted in your local expertise.
You’re planting your flag in each of these communities so that when they’re ready to buy or sell, your name is the first one they see.
Of course, you should only target these types of keywords if you can realistically serve clients in those neighbouring towns and cities.
If your agency has a branch in Round Rock but not in Cedar Park, focus on Round Rock first.
No one’s expecting you to stretch yourself thin or promise something you can’t deliver.
But if you do have branches in multiple areas? There’s no reason not to plant those flags in each town.
Basic on-page SEO for your real estate agency
Remember these tips for your on-page SEO:
Nail the URL
Keep it short, sweet, and to the point: Think of your URL like an address; it should tell people exactly where they’re going.
If you’re helping clients buy or sell homes in Austin, your URL should look something like this:
- www.yourrealestateagency.com/austin/homes-for-sale
Have a branch in Round Rock? No problem:
- www.yourrealestateagency.com/round-rock/real-estate-agent
This way, Google knows exactly where to send people, and your clients can find you without any confusion.
Because if your URLs are a jumbled mess, you’re making it harder for people — and search engines — to figure out where you are and what you do.
And that’s the last thing you want when someone’s hunting for a real estate agent in their area.
Write killer titles and headings
Just because you need to sprinkle keywords into your headings doesn’t mean they have to be dull.
- Write killer titles: Your page title is the first thing people see. Make it pop. Be specific, clear, and slide in that location keyword.
- Example: ‘Find Your Dream Home in Austin – [Your Real Estate Agency Name]’
You can write a title that’s optimised for search engines and grabs attention.
Because let’s be honest — no one wants to click on a headline that feels like a placeholder.
A heading like ‘Homes for Sale in Austin’ will get the job done.
But ‘Find Your Dream Home in Austin’?
That one will make people stop scrolling and start clicking.
Let the locals do the talking
Drop in some testimonials from folks just down the street.
Nothing says “we’re the real estate agency for you” like hearing it straight from someone who’s already sold their house or found their dream home.
- Example: “They made the whole process simple and stress-free. If you’re buying in Austin, this is the team you want on your side.” — Sarah, East Austin Resident
It’s simple: people trust people.
A glowing testimonial from a local homeowner will go much further than a flashy ad or a polished sales pitch.
Let your happy clients do the talking.
Their words carry more weight than any marketing slogan ever will.
Add ALT text to images
For every image, add descriptive alt text that includes relevant keywords.
Descriptive, SEO-friendly ALT text will improve your website’s accessibility and relevancy for your target keyword:
How to set up Google Business Profile
Complete every section
Fill out every section of your online profile completely — your business name, address, phone number, website, and operating hours.
Don’t skimp on the details.
Use a local phone number to bump up your local SEO game. People want to know you’re just down the street, not a voice coming from some far-off call center.
When you leave sections blank, you’re leaving business on the table.
An incomplete profile is like leaving the front door wide open — people can wander in, but if they don’t find what they’re looking for, they’ll turn around and walk right out.
So, make it easy.
Give them everything they need to trust that you’re the real estate agent they’ve been searching for.
Use posts
Don’t overlook Google Posts.
They’re a simple, effective way to keep your real estate agency front and center.
Use them to share updates, new listings, or even tips on navigating the local housing market.
For example, you could post a quick update about a new property you’ve listed:
“Just hit the market! Beautiful 4-bedroom home in East Austin — schedule a showing today.”
Or share advice that builds trust:
“Thinking of selling? Here’s how to boost your home’s value before it hits the market.”
You can also use Google Posts to highlight community involvement — maybe you sponsored a local event or helped out with a neighborhood cleanup.
People want to work with someone who knows the area and cares about the community.
Google Posts give you a platform to show that you’re more than just a name in the search results.
Collect reviews
After closing a deal, ask your happy clients for a review while the experience is still fresh.
Don’t overthink it — a quick follow-up email or text with a direct link to your Google Business Profile review page will do the trick.
For example:
“Hi [Client’s Name], it was such a pleasure helping you find your new home! If you’re happy with the experience, would you mind leaving us a quick review? Here’s the link: [Insert Link]. Thanks so much!”
It doesn’t need to be complicated. Just make it easy for them.
And once those reviews start rolling in, respond to them.
Thank your clients for their kind words. If there’s feedback that’s not so glowing, address it professionally and show that you’re committed to making things right.
People trust people — and when potential clients see a bunch of glowing testimonials with thoughtful responses, they’ll trust you too.
Choose the right categories
Make real estate agency your primary category, and add secondary options like real estate consultant or property management company.
This helps Google match you with the right people searching for your services.
Whether someone’s looking for homes for sale in austin or property management near me, you’ll show up in those searches because Google knows exactly what you do.
The more specific your categories, the better chance you have of landing in front of the right buyers, sellers, and renters at exactly the right time
Use booking features
If you can, enable online booking.
This makes it easy for customers to schedule your services directly.
The simpler you make it for them, the more likely they are to buy.
How to hire an SEO for your real estate agency
So, maybe you skimmed through all that and thought, “Ain’t nobody got time for that.”
If that’s the case, it might be time to call in an SEO.
But here’s the deal — when someone pitches you their SEO services, don’t just nod along like a bobblehead in rush hour traffic.
Listen carefully. And, even more importantly, make sure it actually makes sense.
If some smooth-talking consultant promises your boutique Austin real estate agency will outrank every big-name competitor, run.
You’ve got to be crystal clear about what you actually want before sitting down with an SEO.
Here’s the problem: a lot of businesses say they need SEO, but when you ask them why, they freeze.
They don’t know who they’re trying to attract, what they want those people to do, or why it even matters.
They’re just throwing money at a problem they don’t understand, hoping something sticks.
Spoiler alert: it usually doesn’t.
Yes, you want more people visiting your site. But it’s not just about traffic — it’s about the right traffic.
The kind of people who are actively searching for a new home, ready to book a showing, or itching to list their property with you (bottom-of-funnel traffic).
Or maybe you’re playing the long game, and you want buyers and sellers to remember your name when it’s time to make a move, or learn something valuable from your blog (top-of-funnel traffic).
What you don’t want is a flood of random visitors who click on your site, skim a few lines, and bounce faster than a ping-pong ball at a frat party.
That’s how you burn through your budget without seeing a return.
So, take the time to vet your SEO.
Here are the questions you need to ask before you hire one:
"What's your pricing structure?"
When it comes to SEO, asking about pricing is non-negotiable.
It’s like shopping for a house — you wouldn’t sign the dotted line without knowing the price tag and what you’re getting in return.
The way an SEO prices their work says a lot about how they operate and the kind of value they’re bringing to your business.
Most SEOs stick to one of two models:
Retainer-based pricing or one-off packages.
Let’s break it down.
- Retainer-based pricing:
First up is the retainer model.
Think of it like having an SEO pro on speed dial, ready to adjust your strategy whenever the market shifts or a new competitor pops up in your area.
You pay a fixed monthly fee, and in return, you get ongoing support, updates to your strategy, and the peace of mind that someone is actively working to keep your real estate business visible in local searches.
This model is perfect for real estate agents who want steady, long-term growth and a partner to navigate the ever-changing world of SEO.
The benefits:
- Consistency: Your SEO partner stays with you for the long haul, regularly fine-tuning your website to stay ahead of the competition and adjusting strategies as your business goals evolve.
- Proactive improvements: They’ll keep an eye on your site, spot issues before they hurt your rankings, and make adjustments to keep you showing up for searches like homes for sale in austin or real estate agent near me.
- Access to expertise: You’ll get regular insights on what keywords to target, how to optimise your content, and strategies that turn searches into showings and showings into sales.
If you’re looking for an SEO plan that grows with your real estate business, the retainer model is the way to go.
2. One-off packages:
This is perfect for real estate agents who might not need ongoing SEO support but want help with specific projects.
Maybe your website needs a fresh audit, or you want to revamp your listings page to rank better for luxury homes in austin.
You pay for what you need, when you need it. No strings attached.
The benefits:
- Cost-effective: If your budget is tight or you’re just testing the SEO waters, this option keeps things more manageable.
- Flexibility: You can pick and choose services that fit your immediate goals. Whether it’s optimizing your homepage or creating a dedicated page for homes for sale in san marcos, you’re in control.
- Quick wins: These one-off services can give you fast improvements, like tweaking your content to show up for top real estate agent in austin or making sure your site loads fast enough to keep buyers browsing.
If you’re looking for some quick SEO wins without the long-term commitment, one-off packages might be your best bet.
"How do you handle reporting and communication?"
When you’re spending hard-earnt cash on SEO services, the last thing you want is to be left in the dark, wondering if your investment is paying off.
So you need to know exactly how your SEO plans to keep you in the loop.
- Reporting:
Let’s get one thing straight — reporting isn’t about handing you a spreadsheet that looks more like an ancient map than useful data.
You need reports that actually tell a story.
A good SEO doesn’t just throw numbers at you. They break things down into what’s happening on your site and, more importantly, why it matters for your real estate business.
Here’s what to keep an eye out for:
- Practical insights: The best reports show you what’s working, what’s falling flat, and what your next moves should be. Like why your listing page is pulling traffic but your contact form isn’t converting.
- Custom dashboards: A solid SEO will give you access to dashboards so you can see your performance in real-time. These dashboards help catch problems early — like slow-loading pages on your before they start affecting your traffic.
- Contextual understanding: Numbers don’t mean much without context. Your SEO should explain the “why” behind the data. For instance, why searches for condos for sale in georgetown spike during the summer or how local market trends are influencing your traffic.
2. Communication:
Now, let’s talk communication.
SEO isn’t a one-and-done thing. It’s an ongoing process, and it works best when you’ve got someone who keeps you in the loop.
You want someone who’s not just making tweaks behind the scenes, but actually telling you what’s going on — and why it matters for your business.
Here’s what to look for:
- Regular check-ins: Whether it’s weekly, bi-weekly, or monthly, you need a scheduled touchpoint to review progress. Maybe your page targeting homes for sale in austin just jumped in rankings — you’ll want to know why. These meetings are your chance to ask questions, get clarification, and adjust strategies as needed.
- Transparent communication: A solid SEO will keep it real with you. If your page targeting condos for sale in round rock isn’t performing, they’ll tell you and recommend a new approach. They won’t sugarcoat issues or dance around the problem — they’ll focus on solutions.
- Availability: You need an SEO who’s not a ghost. If you have a question, they should be reachable — whether it’s through email or a quick Zoom call. And when they respond, it shouldn’t feel like pulling teeth to get a straight answer.
At the end of the day, SEO is a partnership.
"How do you measure success?"
When it comes to SEO, measuring success isn’t just about watching your real estate website climb the search rankings.
That’s just one piece of the puzzle.
You need to know if the time, money, and effort you’re pouring into SEO are actually making a difference — if they’re helping you connect with buyers and sellers and driving real, measurable results for your real estate business.
Rankings:
Seeing your real estate website climb to the top of Google feels like a win — and it is.
But rankings alone? They’re just the tip of the iceberg.
It’s what happens beneath the surface that really moves the needle.
What I track:
- Target keyword rankings: I’ll keep an eye on how your site ranks for local real estate terms. Think austin homes for sale or condos near zilker park. These keywords tell us if your site is showing up when people are actively looking to buy or sell property in your area.
- Competitor rankings: I’ll also track how you stack up against other agents in your market. The goal? Stay one step ahead and make sure it’s your listings — not theirs — that buyers and sellers are clicking on.
Rankings are important, but they’re only part of the story. What really matters is turning those rankings into inquiries, calls, and showings.
Because at the end of the day, a top-ranking page means nothing if it’s not driving business through your door.
And that is how you do SEO for real estate agencies.
That’s all, folks.
That’s all he wrote.
Thanks for reading.
