SEO for Real Estate Brokers

Search engine optimization (SEO) refers to the strategies and techniques used to help websites rank higher in search engines like Google. The goal of SEO is to make your website more visible in organic search results for keywords and phrases relevant to your business.

Real estate SEO refers specifically to search engine optimization strategies and best practices for real estate websites, such as those belonging to brokers, agents, developers, property management companies, etc.

The main goal of real estate SEO is to improve website visibility and traffic from home buyers and sellers who are searching for properties online. This is achieved by optimizing real estate websites to rank higher in search engines for targeted keywords.

Some important real estate SEO tactics include:

• Optimizing pages and listings for keywords like “Miami condos for sale”, “recently sold homes in Denver”, etc.
• Creating location-based content and optimizing for local SEO.
• Building links from other reputable real estate sites.
• Ensuring fast load times and mobile friendliness.
• Adding schema markup so search engines better understand page content.
• Producing blog posts and articles that appeal to home buyers and sellers.

The higher a real estate website ranks for terms prospects are searching, the more qualified traffic and conversions it will drive. SEO helps real estate firms stand out online and connect with buyers and sellers proactively looking for properties.

Local SEO for real estate refers to optimizing real estate websites and listings to rank better for geographically targeted searches. The goal is to improve visibility and connections with buyers and sellers searching for properties in specific cities, neighborhoods, zip codes.

Some key things effective local real estate SEO does:

• Optimizes website content for keywords containing location names like “Tampa condos” or “Portland homes”.
• Implements schema and rich snippets to showcase address, geo-coordinates, etc.
• Builds local links from directories, sponsors, and partners in the target region.
• Generates reviews and citations listing the business address and location.
• Ensures Google My Business profile is completely filled out and optimized.
• Creates unique, locally-focused landing pages and content assets.
• Runs paid search ads in conjunction with SEO to own the local SERPs.

The higher real estate sites rank for localized search terms, the more visibility they gain among buyers browsing for homes and agents in specific areas. Local SEO is key for connecting with customers in a geo-targeted way.

High-quality content marketing is extremely important for effective real estate SEO. Optimized blog posts, FAQs, area guides, and other content assets allow sites to target a wide range of relevant keywords and provide value to searchers.

Content marketing boosts rankings in a few key ways:

• Adds optimized pages targeting low competition long-tail keywords.
• Builds credibility and trust with buyers and sellers.
• Earns backlinks from other sites, amplifying authority.
• Improves domain authority and search visibility over time.
• Provides fresh content for regular website updates.

Ideally, real estate sites should consistently publish new, useful content optimized for buyer and seller questions. This content should also link internally to key landing pages and listings to boost their relevance.

Inbound content not only attracts more qualified traffic through improved SEO, but also helps convert that traffic into leads for agents to nurture. Content and SEO go hand-in-hand for long term real estate success.

Yes, brokerages can benefit greatly from SEO services to help promote their business online. Here are some key reasons why SEO is important for real estate agents and brokers:

• Increase website traffic – SEO helps realtor websites rank higher in search engines for relevant keywords like “Austin realtor” or “Miami condos for sale”. More traffic from search engines means more business opportunities.
• Build credibility – Ranking on the first page of Google establishes legitimacy and authority in the eyes of home buyers and sellers searching online.
• Cost-effective marketing – Organic search results are essentially free advertising compared to paid search ads. SEO delivers results without ongoing advertising costs.
• Promote listings – Optimizing listing pages can help drive more inquiries and showings for specific for-sale properties. This supports the core business goal of selling more homes.
• Outperform the competition – SEO differentiates a realtor’s business from competing agents by making their website and listings more visible in search results.
• Support lead generation – Many real estate inquiries start with an online search. SEO helps realtors capture more of those high-intent leads.
• Complement other marketing – SEO works alongside other efforts like social media, PPC ads, email marketing, and more to promote the realtor’s brand and listings online.

Given how important search visibility and website traffic are to real estate success, SEO delivers an excellent return on investment for realtors looking to grow their business.

The cost of SEO services for real estate agents and brokers can vary quite a bit depending on the scope of services, location, and the experience level of the SEO provider. However, most real estate SEO services tend to range from $2,000 to $10,000 per month on average.

The factors that influence cost include:

• The size of your website – Optimizing a site with just a handful of pages costs less than a large site with hundreds or thousands of pages.
• Location targeting – If you want to rank for searches in a highly competitive market like New York City or San Francisco, it usually costs more than less competitive cities.
• Types of SEO services – A basic SEO audit and ongoing content creation is less expensive than more hands-on technical SEO work.
• Experience of the SEO provider – SEO companies that have decades of experience and a proven track record with real estate sites command higher prices. Newer providers typically charge less.
• Contract length – Long term contracts (6-12 months) usually come with a discounted monthly rate compared to short term or month-to-month agreements.

The most budget-friendly real estate SEO option is typically around $3,500/month. The top end for comprehensive SEO campaigns for larger, more competitive metro areas can be $5,000 and up per month when you factor in content creation and other services.

It is possible for motivated real estate professionals to handle basic SEO tactics on their own. However, managing an effective ongoing SEO strategy requires specialized expertise. There are a few reasons experts are recommended:

• SEO is complex and constantly evolving as Google updates its algorithm.
• Experts stay on top of these changes.
• Technical optimization and site troubleshooting requires development knowledge many real estate pros lack.
• Content creation and link building at scale is extremely time consuming for non-specialists.
• Reporting, data analysis, and goal tracking is challenging without proper analytics skills.
• Competitive knowledge is needed to identify ranking opportunities and avoid penalties.

While agents can handle simple efforts like updating titles and meta descriptions, the best results come from letting SEO specialists handle optimization using industry best practices. Their experience delivers long-term growth that is hard to achieve solo.

We recommend a blended approach – real estate pros focusing on their core strengths while partnering with experts for SEO and online visibility. This provides the best ROI on time and investment.