In today’s digital-first world, having a strong online presence is critical for real estate agents and brokers. With most potential clients starting their property search on the web, it’s crucial to make sure your real estate listings and content are visible. This is where Search Engine Optimization (SEO) comes into play.
However, SEO for real estate comes with unique challenges. Large property syndication sites like Zillow, Realtor.com, and Redfin often dominate search results, making it difficult for individual agents and brokers to rank for broad keywords like “homes for sale” or “real estate in [city].” But there are ways to strategically improve your visibility, particularly for local searches, and to leverage powerful real estate platforms like Brevitas to expand your reach.
How SEO Ranks for Real Estate
SEO ranking factors in real estate are determined by search engine algorithms that consider various criteria, such as:
- Relevance: Google prioritizes content that is highly relevant to the search query. For example, if someone searches for “luxury homes in Miami,” Google will rank pages with high-quality content about luxury homes in Miami, with matching titles, descriptions, and on-page keywords.
- Domain Authority: Websites with a long-standing history, strong backlinks, and consistent traffic tend to rank higher. Large syndication sites like Zillow have massive domain authority because of their high traffic and the volume of backlinks pointing to them.
- Content Quality and Uniqueness: Google favors websites with fresh, informative, and unique content. Repetitive or “thin” content won’t perform well in search rankings.
- Mobile Optimization: Google now prioritizes mobile-friendly websites since a large percentage of real estate searches happen on mobile devices.
- User Engagement: Metrics like click-through rate (CTR), time on site, and bounce rate help Google assess whether users find your website helpful. Engaging, easy-to-navigate websites tend to perform better.
The Challenge of Outranking Large Real Estate Syndication Sites
One of the biggest hurdles for individual agents and brokers is the presence of massive real estate syndication sites. These platforms (e.g., Zillow, Realtor.com) dominate top positions in search results because of their domain authority, massive content libraries, and strong backlink profiles. Competing head-to-head with these giants for general search terms like “homes for sale” or “real estate in [city]” is extremely difficult.
Leverage Platforms Like Brevitas
Rather than trying to outrank the likes of Zillow or Redfin on Google, agents and brokers can use those platforms to their advantage. Syndication sites aggregate content, and being listed on these sites means you’ll still benefit from their SEO strength even if you can’t outrank them directly.
Similarly, marketplaces like Brevitas have their own SEO power. As a platform that focuses on high-end, investment-grade real estate, Brevitas ranks well for terms related to commercial properties, investment opportunities, and premium listings. By listing your property on Brevitas and building out your profile, you can leverage the platform’s built-in SEO strength and appear in search results under Brevitas’ umbrella, reaching buyers you might not have captured through your own website alone.
Advantages of using platforms like Brevitas:
- Higher visibility for premium or off-market listings.
- Access to a pre-qualified audience searching for specific types of real estate.
- The ability to rank in Google through Brevitas’ existing SEO authority, even if your own website doesn't have the same strength.
Why Real Estate Marketplaces Are Better for High-End Listings
When selling high-priced or unique properties, it’s often more effective to market through real estate marketplaces like Brevitas rather than relying on organic search. Here's why:
- Targeted Audience: Platforms like Brevitas attract a highly targeted audience, particularly investors and buyers interested in high-end commercial real estate, luxury properties, or investment opportunities. Buyers on these platforms are actively searching for deals and are more likely to be interested in premium properties.
- Focused Search: When potential buyers visit Google, they might not have a specific goal in mind. But when they search on a marketplace like Brevitas, they are often focused and intent on purchasing. The platform serves as a niche search engine for real estate, giving your listings a better chance of standing out to the right buyers.
- SEO Leverage: By listing on a marketplace, you benefit from the platform’s SEO without having to build it yourself. Brevitas’ own authority helps your property appear in search results for highly relevant, specific queries.
Long-Tail Keywords: The Key to Local SEO for Real Estate
While it may be difficult to rank for broad, highly competitive keywords like “homes for sale” or “real estate,” you can achieve strong rankings with long-tail keywords that are more specific to your location or niche. Long-tail keywords are longer, more specific search phrases that may have less search volume but attract higher-intent users.
Examples of Long-Tail Keywords for Real Estate:
- “Luxury condos for sale in Miami Beach”
- “Investment properties in downtown Chicago”
- “Pet-friendly apartments near Central Park”
- “Commercial real estate for sale in Austin”
Using long-tail keywords helps you connect with potential buyers or renters who are looking for exactly what you offer. These searchers tend to be further along in the buying or leasing process, which increases the likelihood of conversion.
How to Rank Well in Your Local Area
Ranking well locally is one of the most effective ways to generate traffic to your real estate website. Here's how to optimize for local SEO:
1. Google My Business (GMB)
Setting up and optimizing your GMB profile is essential. Make sure to provide up-to-date information such as your business name, address, phone number, hours, and services. Encourage clients to leave positive reviews, as these significantly influence local rankings.
2. Local Keywords
Focus on incorporating local keywords into your content. For example, instead of “homes for sale,” try “homes for sale in Dallas’ Highland Park” or “commercial real estate in downtown Austin.”
3. Create Localized Content
Write blog posts or create landing pages that specifically target your local area. Topics could include:
- “The Best Neighborhoods to Invest in Austin Real Estate”
- “5 Reasons Why Commercial Property in Seattle is Booming”
- “Local Market Trends: What You Need to Know About Buying a Home in Scottsdale”
4. Local Backlinks
Build backlinks from local websites, news outlets, and blogs. For example, partnering with local businesses, sponsoring local events, or being featured in local publications can all generate valuable backlinks that boost your SEO.
5. Mobile Optimization
A large percentage of local real estate searches happen on mobile devices. Ensure your website is mobile-friendly, with fast loading times and easy navigation.
Post Relevant, Unique Content
To stand out, you need to post content that is both relevant to your audience and unique to your expertise. Avoid generic content that hundreds of other agents may have already posted. Instead, focus on sharing insights that reflect your knowledge of the local market, trends, or specialized properties.
Content Ideas:
- Market Insights: Write about current market conditions in your area or predictions for the next quarter.
- Property Spotlights: Highlight specific properties you have on the market, explaining why they are unique and ideal for potential buyers.
- Case Studies: Share success stories about previous clients to demonstrate your expertise in securing great deals for buyers or investors.
By consistently posting relevant and unique content, you increase your chances of ranking for specific searches and keeping potential clients engaged.
