If there was ever an industry that depended heavily on local visibility, it’s real estate.
Realty is a hugely competitive industry, with local agents vying for the hottest properties and most serious buyers.
Agents have traditionally relied on expensive newspaper ads, billboards, and cold calling to compete with each other.
But today, it’s top local rankings that are the truly valuable real estate.
Leveraging local SEO for real estate agents to attract potential buyers and sellers frees you up to show more homes and close more deals.
And with powerful tools like Semrush Local on your side, it’s easier than ever to secure local SEO visibility.
Gone are the days of using local newspapers and browsing the windows of the local real estate agency. Today, most homebuyers and sellers begin their real estate journey online.
According to the National Association of Realtors, 97% of all homebuyers use the internet in their home search.
When people want help buying or selling a home in a given area, they’ll search for something like “real estate agent in Baltimore.”
And you need to be a real estate agent that appears in the results.
In the above results, the first real estate agent has a lower average rating than the other two. However, it has significantly more reviews.
Increasing your positive review count, optimizing your Google Business Profile (GBP), and properly managing business listings can all boost local SEO for real estate agents.
And you don’t need to be an expert to get started.
Your listings surveyor: Semrush's Listing Management identifies directories you aren’t listed in and publishes your details for you.
As with property sales, it’s best to start with a professional evaluation of what you’re working with.
Use a tool like Semrush Local’s free auditor to quickly learn what’s going right and where you can get some quick wins.
In next to no time, you’ll discover:
Keeping your NAP (name, address, phone number) consistent is key to a solid local SEO strategy. It signals to search engines that the information you provide is reliable and worth ranking for users.
Spring clean: The path to better rankings is paved with good local SEO housekeeping. Leverage Semrush's Listing Management to maintain accurate and up-to-date business information across all online platforms and directories.
With a 92.63% search engine market share, Google is most people’s first stop for finding a real estate agent.
That’s why optimizing your Google Business Profile should be a top priority.
GBP is used for Google’s Local Pack and Maps, so you’ll want to provide as much information as possible for maximum visibility.
Start by claiming your GBP if it already exists, or creating one if Google doesn't know about you yet.
Next, make your GBP stand out from the competition by completing all aspects of your profile:
Once you’ve completed all sections of your GBP, you’ll see a green circle in your management dashboard to indicate good profile strength.
With a strong GBP in your local SEO portfolio, it’s time to build more citations on other top directories.
On top of everything: Connect your GBP to Semrush to pull valuable insights into the platform’s reporting tools.
One of Google’s top three local ranking factors is prominence, which refers to how well-known your real estate business is.
The search engine checks other trusted websites and directories for your NAP data to verify your information is accurate. But Google can’t do that if you don’t get it out there.
You could make a spreadsheet of all the top online directories like Yelp, Bing Places, and Apple Maps, create or claim your profiles for each, and fully optimize them one by one.
Or you could use a listing management tool to distribute your essential details to multiple platforms in one simple action.
Listing management tools save a lot of time and also keep an eye on your listings to make sure no errors or duplicate accounts appear.
Don’t forget: Add your details to trusted directories specific to the real estate industry, like Realtor, Yahoo Homes, and RedFin.
A real estate agent’s online image can make or break success.
Buying and selling property is often one of the biggest decisions a person can make, so they’ll do their research to find a real estate agent they can trust.
Positive reviews don’t just play a pivotal role in shaping your digital reputation, they can also help you rank higher.
Google factors in both the quality and quantity of reviews when determining your real estate website's position in search results.
That means you can directly affect your local search engine rankings by actively soliciting reviews from satisfied clients.
Review generation can be as simple as reaching out to clients after the keys to the property are handed over and asking them to share their thoughts online. Text messages boast the highest open rate of all marketing channels, almost 100% by some estimates. Include a link to the platform you want them to leave a review on so it’s as easy as possible for them.
When a review comes in, be sure to reply to show them and users reading your reviews that you truly value client feedback.
That goes for negative reviews too. Replying thoughtfully to bad reviews demonstrates your commitment to client satisfaction and resolving issues. If you feel the review was unfair, don’t be tempted to fire off an angry response. Take the time to compose a review that addresses the client’s concerns, and offer to make amends if you are at fault.
Quick reply: Get some AI help with replying to your reviews from Semrush’s Review Management.
Your website has so much more potential than just real estate listings.
First, consider the user experience:
Run a site audit to check for any technical issues that might make a bad first impression with potential clients and negatively impact your local SEO.
Next, consider local content marketing. Quality content establishes your expertise, earns trust, and builds strong relationships in your community.
Buying a home isn’t a quick decision. It’s a long process that usually starts with basic questions.
Extend your reach beyond highly competitive SEO keywords. Write content based on long-tail keywords that target potential homebuyers earlier on in their buyer journey.
For example, people who eventually look for “homes for sale in Baltimore” might start with search queries like “relocating to Baltimore” or “best areas for families in Baltimore”.
Dive into old client emails and pull out any common questions clients have asked you before the sale closed. By addressing their pain points with a blog post at this early stage, you’re putting your agency top of mind by the time they’re ready to do business.
Great content is also a magnet for backlinks. When a trusted local or industry-related website links to you, it shows Google that others value your content.
The key to success: Use Semrush's keyword research feature to discover localized keywords related to real estate in your target area.
Attract more customers with listings in top local directories