12 SEO Tips for Real Estate Agencies and Realtors®

Cristian Ward
March 9, 2023
Read time: 8 minutes

Search Engine Optimization is critical to any successful digital marketing strategy, and real estate agencies and realtors are no exception. With the proper SEO techniques, you can get your website to the top of search engine results pages and drive more leads to your business.

This article will provide 15 SEO tips tailored to real estate agencies and realtors. Let’s see each of them in detail.

Tip #1: Utilize Local Keywords

Since most real estate entities are hyper-local, utilizing local keywords will be highly effective. Localized keywords can help agents stand out from the competition when potential customers search for a specific city or region.

For example, using “San Diego” as a keyword in your content marketing campaigns will ensure that your agency shows up in searches conducted by people looking for properties in that area.

It’s important to note that localizing keywords doesn’t just involve using the name of a city or region. It also requires using terms related to what people are searching for within that area, such as “luxury homes near San Diego” or “real estate listings in San Diego.”

Local keywords are also great for attracting leads from neighborhoods. For example, if you are a real estate agent based in Tampa, Florida, keywords such as “Tampa homes for sale” will also attract leads from searches such as “Homes near Ybor City.”

Tip #2: Compress Images

Real estate listings and images are inseparable from each other.

The more high-quality, jaw-dropping images you can provide to potential buyers and sellers, the better your chances of winning them. However, we all know that listings with many pictures can also slow down page load time.

Compress IMAGE

Hence, it is essential to compress images as much as possible without compromising the quality. Compressing will make your listing load faster, making it easier for potential clients to view and access your listing.

For example, if the images are too large or high in resolution, they could take longer than necessary to load on web pages — which could frustrate visitors and lead them away from your listings.

Here are three valuable tools:

Tip #3: Leverage Photo-centric Social Media Platforms

High-quality images are the lifeblood of a real estate business.

According to a recent National Association of Realtors study, social media is the top lead-generating tech tool (with 53% of leads coming from Facebook, Instagram, LinkedIn, etc.) The best part is that the figure will only grow in the coming years.

Hence, sharing the right images on several platforms, such as Facebook, LinkedIn, Twitter, and Instagram, is a no-brainer to bring in leads from potential clients who may not have previously considered you.

See how this San Diego based realtor has posted attractive images to their Instagram profile.

Instagram Real Estate profile

Tip #4: Implement Structured Data

Structured data provides additional context for search engine algorithms when indexing content on websites, and it is a standardized method used by them to interpret content on web pages.

One can use additional data for algorithms to identify elements such as product pricing (for e-commerce sites), contact information, images, and reviews which will help potential customers quickly find the information they need.

The data helps search engines accurately determine what a webpage is about so that users find relevant results on SERPs (Search Engine Results Pages).

For example, using structured data markup for a rental property listing page, an agency might include details such as lease length for potential renters.

Tip #5: Develop Quality Content

It has been said countless times in the SEO Universe, and we are no different.

Content is the Indisputable King, period.

Content marketing is an essential tool to help foster brand recognition and trust while providing valuable information to potential customers. We recommend creating informative, high-quality content that focuses on user intent and interests.

For example, suppose a realtor’s primary market is Austin, Texas. In that case, they should create content around topics such as “Best Neighborhoods for Families in Austin” and “Average Home Prices in Austin Neighborhoods.”

Quality content helps draw attention from search engine algorithms, giving it precedence over other web pages with similar information (but with lower quality).

Some content ideas specific to Austin can include:

  • Tips for first-time homebuyers in Austin,
  • Insights into the process of buying or selling in Austin,
  • Recommendations on the best neighborhoods, schools, and parks in Austin,
  • Discussions of current market trends in Austin,
  • Resources for finding financing options in Austin

Tip #6: Local Citations & Links

Local Citations are mentions of your business on websites related to your industry or region, including directories such as Yelp and Foursquare.

Yelp listing

These citations help you rank higher in local results and provide more details about your business to search engine algorithms.

Links are another asset that contributes to better ranking in local search results. Acquiring links from other sites (preferably from entities within the same industry) can help boost search engine visibility and increase website traffic.

Think about it; having complementary businesses such as a local hardware store, an interior
designer, the local chamber of commerce linking to your site’s page on “home-buying” creates a net effect that can be very beneficial.

Here Are A Few Tactics for Acquiring Local Backlinks for Your Real Estate Website:

  • Sponsor or partner with complementary organizations in your area; this will provide extra exposure for your business and can lead to more potential customers who need help buying/selling property.
  • Local publications always look for content from experts within the community. Hence, look for opportunities to share your knowledge on topics related to real estate to gain backlinks.
  • If you are a local chamber of commerce member, look for opportunities to partner with them. You can also be listed on their website as a resource and share your content with them.

Tip #7: Avoid Stock Images

Realtors should avoid stock photography because search engines know when multiple sources use an image and will recognize it as such, decreasing its value from an SEO standpoint.

Also, stock images are generic and lack personality, meaning they do not effectively represent your agency or you as a realtor.

Using unique photos that relate to the topic of discussion in blog posts or on websites will help promote higher rankings with search engines.

Unique images also provide more information to visitors about what they can expect when they visit a website or read a blog post, making them more likely to stay and explore further.

Homebuyers are more likely to trust real estate agents who use original photography rather than relying solely on stock photos which can put them off by making them feel misled.

Here are a few tips:

  • Take professional-quality pictures with a wide-angle lens that shows off the entire space instead of just one corner.
  • If a room looks cluttered or outdated, add virtual staging touches, such as furniture or art.
  • Don’t forget the accessories. It can be tempting to skip showing off accessories such as faucets, but they’re essential to a buyer’s decision-making process.

Tip #8: Focus on Long-tail Keywords

Long-tail keywords are longer phrases that are much more specific than the typical one or two-word search.

For example, a realtor might use "luxury homes with private pool in Florida" as a long-tail keyword phrase instead of just the generic term "luxury homes."

Long tail keywords

This type of search query is far less competitive and can help a website appear higher in search engine rankings for the specific query.

Long-tail keywords also give potential customers an idea about what type of property they will find if they click through your site from the SERP.

Long-tail keywords can help you surpass the competition when buyers search for specific property types. For example, instead of using the general term "apartments," keywords such as "one-bedroom apartment with balcony in New York City" will make your site appear higher in search results when potential buyers look for specific unit types.

Long-tail keywords are also a great way to target specific neighborhoods or cities.

Tip #9: Use Internal Linking

Internal linking is one of the underrated SEO factors. The process involves adding hyperlinks from one page within a website or blog to another page on the same site.

The linking helps search engines better understand a website's content and improve how it ranks in search results.

It also improves user experience by allowing visitors to easily navigate between pages, find information faster, and access additional relevant content quickly. When used correctly, internal links can help boost organic traffic to other pages on your website.

The more internal links you have, the easier it is for users to navigate your site and find what they want.

For example, if you have a page about condos in New York City, it's helpful and reasonable to link to the page about apartments for sale in New York City. You can use keyword-based anchor text such as "New York City Apartments" or "Apartments for Sale in New York City."

Pro Tip: Use a tool like Link Whisper to link to multiple pages from one page quickly.

Tip #10: Make Use of HARO

HARO, aka Help a Reporter Out, is a great way to get your business in front of journalists, bloggers, and other influential people looking for sources to cite in their articles.

It's a free service that allows you to submit a pitch for an expert source, which can include a link back to your site.

[ HARO ]


The only downside of this technique is that you may not get a do-follow link (that passes link juice to your site from theirs), but it's a great way to get exposure.

As a realtor, using HARO can be a great way to get your name out there and increase visibility for your business. For example, if you’re knowledgeable about home prices in the local area, you could respond to reporters looking for expert insights on housing markets.

Tip #11: Use Google Maps & My Business

Real estate agencies and realtors have relied on Google Maps and Google My Business (now renamed Google Business Profile) for years to promote their properties.

Agencies can attract new customers by creating a profile page with a detailed property description, contact information, business hours, services offered, etc.

Likewise, a realtor can use Google Business Profile's features, such as reviews and ratings, which enable users to assess customer satisfaction before making an inquiry or booking an appointment.

To Make the Most of The Business Profile, Here Are Some Tips:

  • Complete your profile by providing all relevant information, including business name, address, and phone number.
  • Upload high-quality images and videos of your agency and team members that showcase your work and what sets you apart from other real estate businesses in your area.
  • Encourage your clients to leave reviews, ratings, and testimonials.
  • Understand what your competitors are doing by looking at their profiles and seeing how your agency compares.

Tip #12: Audit Your Site at Regular Intervals

Ensuring that your site continues to perform optimally should be done regularly to keep up with the ever-changing SEO landscape.

An audit can help identify areas on your website that need improvement, such as page loading speed, crawling errors, and mobile indexability errors.

It will also tell you if there are broken links or missing meta tags, which can lead to poor visibility on SERPs. Auditing will also uncover if your competitors/spam sites employ negative SEO tactics, such as building toxic backlinks to your site.

Key Takeaways

  • Go after local keywords
  • Target long-tail keywords
  • Stay away from stock images
  • Partner with local entities to get backlinks
  • Use HARO to your advantage
  • Audit your site regularly
  • Internally link relevant pages
  • Never stop creating awesome content
  • Implement structured data to deliver rich results
  • Use social media platforms to your advantage
  • Compress images for a snappier browsing experience

Christian WardCristian Ward is the CEO of Sandiegoseo.company. With a strong data analysis and strategy development background, Cristian specializes in helping businesses increase their online visibility and drive sales through targeted campaigns.

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4 comments on “12 SEO Tips for Real Estate Agencies and Realtors®”

  1. Great post, Cole! These SEO tips are incredibly helpful for real estate agencies and realtors looking to boost their online presence. I particularly appreciated your emphasis on local keywords and optimizing Google My Business listings. It's a smart strategy to target specific neighborhoods and communities to attract relevant traffic. Thanks for sharing these valuable insights!

  2. As a real estate professional, I find this guide on improving search engine visibility and attracting potential clients through local backlinks and SEO strategies extremely valuable. The tips provided here are comprehensive and actionable, offering practical ways to enhance website traffic and credibility.

    The emphasis on acquiring local backlinks from complementary organizations and local publications is a brilliant approach to building a strong network and gaining exposure within the community. By partnering with relevant entities and sharing expertise on real estate topics, realtors can establish themselves as trustworthy sources and attract more potential customers.

    The advice to use original and professional-quality photographs instead of stock images is spot on. Visuals play a crucial role in the real estate industry, and unique images not only enhance the website's appeal but also build trust with potential homebuyers.

    Additionally, the focus on long-tail keywords and internal linking is often overlooked but can make a significant difference in improving organic traffic and user experience on the website. These strategies can help real estate professionals target specific property types and locations effectively while making it easier for visitors to navigate the site.

    The mention of HARO as a means to gain exposure and mentions in articles is a clever tactic that can help realtors position themselves as experts and increase their online presence. Utilizing Google Maps and Google My Business is also crucial for boosting local search visibility and providing essential information to potential clients.

    Overall, this guide offers a comprehensive and practical set of tips for real estate professionals to enhance their online presence, attract potential buyers, and stay ahead in the competitive market. I'm excited to implement these strategies on my real estate website and see the positive impact they will have. Thank you for sharing this valuable resource!

  3. I have worked with a number of real estate agents and agencies over the years, and I have seen firsthand the importance of SEO. A well-optimized website can help you to attract more visitors, generate more leads, and close more deals.

    If you are a real estate agent or agency, I encourage you to read this article and start implementing the tips that are provided. SEO is an investment that will pay off in the long run.

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