Industries · Real Estate

Real estate SEO is fundamentally about geography. Generic SEO playbooks miss most of it.

SEO for real estate brands. Hyperlocal architecture for neighborhood-level queries, property-level schema for listings, agent EEAT for individual practitioners, and the geo signals that determine whether you show up for the queries that matter.

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99%

Of real estate queries have local intent at neighborhood or city level

44%

Of home buyers start their search online — usually with neighborhood queries

Zillow

Owns top-3 rankings for most major-market queries. The strategy is around them, not against them.

The problem

Real estate is fundamentally a hyperlocal SEO problem.

Real estate queries are almost always tied to geography — neighborhood, city, zip code, school district. The brokerages and proptech platforms ranking aren't trying to beat Zillow head-on; they're winning the neighborhood-level queries Zillow's templates handle poorly, and building agent-level EEAT for individual practitioner searches.

What we see in Real Estate

The patterns that keep showing up

Trying to compete with Zillow on broad terms

'Homes for sale in [city]' is Zillow/Realtor.com territory. Wasted effort. The wins are in neighborhood-level and intent-modified queries.

Generic agent bio pages

Agent pages without testimonials, transaction history, neighborhood expertise, and Person schema fail to build the individual practitioner authority real estate buyers expect.

Listing pages thin on local context

Individual listing pages often just dump MLS data. Adding neighborhood context, school info, commute data, and original photography differentiates from aggregator templates.

Missing neighborhood-level content

The highest-converting real estate content is neighborhood guides — 'living in [neighborhood],' 'best neighborhoods for [persona]'. Most brokerages don't have them.

Local SEO neglected for multi-office brokerages

Brokerages with multiple offices need office pages, agent assignment, and Google Business Profile optimization done at scale.

How we work

Our methodology, adapted for real estate

Step 01

Neighborhood-level keyword mapping

Identify the neighborhoods, sub-markets, and intent-modified queries where you can realistically rank. Skip the Zillow-dominated head terms.

Step 02

Neighborhood guide buildout

Long-form guides per priority neighborhood: schools, commute, demographics, market trends, sample listings. These are the highest-converting pages in real estate SEO.

Step 03

Agent EEAT + Person schema

Agent pages with transaction history, testimonials, neighborhood specializations, credentials, and Person schema. Each agent is an entity worth ranking.

Step 04

Listing page template upgrade

Rebuild listing templates with neighborhood context, school data, commute info, schema (RealEstateListing, Place, ApartmentComplex as applicable), and original photography.

Step 05

Local SEO + GBP at scale

Office Google Business Profiles, agent assignment, local citations, review strategy. For multi-office brokerages, done systematically.

Step 06

Market reports + original data

Monthly or quarterly market reports per neighborhood. Original data builds linkable assets and AI citation signals.

What you get

Deliverables, not deliverables-shaped reports

Neighborhood keyword + content map

Priority neighborhoods identified, content plan per neighborhood.

Neighborhood guide content

10-30 long-form neighborhood guides built around buyer/renter research patterns.

Agent bio + EEAT buildout

Agent pages with credentials, testimonials, transaction history, Person schema.

Listing page template upgrade

Schema, neighborhood context, original photography integration.

Multi-office local SEO

Per-office GBP, citations, agent assignment, review workflow.

Market reports system

Templated monthly/quarterly market reports per neighborhood for ongoing content + links.

Services that fit real estate

The mix we usually recommend

SEO

Technical SEO Services | Core Web Vitals & Schema

Listing schema, multi-office architecture, and neighborhood content templates are technical work.

SEO

AI SEO Services | ChatGPT & Perplexity Citations

AI engines now answer many neighborhood research queries. Citation work captures buyers earlier.

Link building

Digital PR Services | High Authority Links & Coverage

Original market data is the most-linked real estate content. We turn it into press coverage.

Link building

Founder-Led Link Building | Podcasts & Expert Quotes

Top agents are media-ready experts. We activate their authority for the firm.

Common questions

About real estate SEO

Can I actually rank against Zillow and Realtor.com?

Not for broad terms like 'homes for sale in [major city].' But you can win neighborhood-level queries, intent-modified searches ('best neighborhoods for young families in [city]'), agent-name searches, and most long-tail real estate research queries. That's where the converting traffic lives anyway — broad terms drive comparison shopping, not lead conversion.

Do you work with individual agents or only brokerages?

Both, with different engagement structures. Top-producing individual agents (typically $20M+ annual volume) can support full agency SEO. Brokerages get whole-firm engagements that include agent-level work. Newer agents usually do better with a focused local SEO and content approach than full agency engagement.

How do you handle MLS-driven listing pages?

Most MLS templates produce thin, duplicate-content pages. We rebuild templates to add neighborhood context, original photography, school and commute data, and proper schema — so listings rank rather than getting buried. The MLS data stays accurate; we layer differentiation on top.

Do you do real estate-specific content writing?

Yes. Neighborhood guides, market reports, and agent-bylined content are core deliverables. We work with you to source local insights — long-tenured agents and brokers have knowledge SEO writers can't make up.

What about proptech and real estate SaaS?

Proptech engagements use our SaaS methodology — bottom-funnel comparison pages, integrations, alternatives — with real estate industry context layered on top. Buyer research patterns are SaaS-shaped (evaluation, comparison, integration) but with real-estate-specific keywords.

Send me your site. I'll tell you honestly what's broken.

A 45-minute call where I look at your real estate site live and tell you what I'd prioritize. If we're a fit, we'll talk about working together. If not, I'll point you to who I'd hire instead.

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