Top SEO Real Estate Keywords for Agents: Attract More Clients Online

By mark. Published March 12, 2024  

According to a report by the National Association of Realtors a full 97% of homebuyers use the internet in their home search online [NAR Report]. It therefore means having a strong SEO strategy is essential for real estate agents. It's all about grabbing attention from potential buyers and sellers – the people actively searching for what you offer. But how do you get them to find you? By using the right keywords! In this article we will look into the types of top SEO real estate keywords, categorized by user intent, to help you attract more qualified leads.ere...

Understanding Your Audience: It's All About Search Intent

Imagine you're hosting an open house. You wouldn't prepare the same way for curious neighbors just stopping by as you would for serious buyers with pre-approvals. The same goes for SEO. You need to understand your audience and the search intent behind a user's query. This means figuring out what stage they're at in the real estate journey. Here are the three main categories:


These prospects are just getting started, gathering knowledge. Think of them as browsing the open house brochure, asking questions about the process, the local market, or even their financial situation.


  • Financial: "Down payment assistance programs for first-time homebuyers"
  • Process: "Steps involved in the home buying process"
  • Local Market: "Best places to live for families in [city]"


These users are ready to take action. They're like those pre-approved buyers at your open house, ready to talk specifics.


  • "Houses for sale under $300k near [zip code]" (Budget-conscious buyers)"
  • "Condos for sale with rooftop decks in [city]" (Luxury buyers with specific preferences)
  • "Open houses this weekend in [neighborhood]" (Actively searching for their dream home)


These users know exactly what they want, like someone coming straight to your open house because they saw the "For Sale" sign.


  • "[Real estate agency name] + reviews" (Checking your reputation)
  • "Top real estate agents in [city]" (Looking for an experienced professional)
  • "Contact [Your Name] realtor" (Ready to connect with you directly)

Target the Right Keywords for Each Stage

By understanding search intent, you can tailor your website and online presence to attract users at every stage. Here's how to leverage the top keywords in each category:


Don't just publish fluff pieces. Become a trusted advisor by creating informative blog posts and guides that answer the burning questions your target audience has. Conduct keyword research to see what people are searching for and delve deep into those topics.


  • Instead of a generic post titled "Benefits of Homeownership," write a data-driven guide titled "Should You Buy or Rent in [City] in 2024? A Breakdown of Costs and Market Trends".


Optimize your listings and website for location-specific searches. Include details like property type, price range, and unique features.


  • If you specialize in selling lofts downtown, ensure your website description includes "[City] Downtown Lofts for Sale".


Claim your Google My Business listing and ensure your contact information is consistent across the web. Make it easy for users to find you directly. Here, soliciting reviews and responding to them is crucial. Positive reviews build trust and credibility, making you stand out from the competition. Encourage satisfied clients to leave reviews through email, social media, or a simple request after closing a deal. Take the time to respond to all reviews, thanking happy clients and addressing any concerns raised in negative ones.

Pro Tips for SEO Success

Go beyond basic keywords

Don't just target generic terms like "real estate agent." Focus on long-tail keywords that are more specific, especially those with a local focus. Instead of just targeting "[Number] bedroom houses for sale," consider keywords like "[Number] bedroom houses for sale in [Neighborhood with good schools]" or "[Family-friendly neighborhoods in [City] + houses for sale]." This way, you're attracting users who are already interested in a specific location and stage in the buying journey.

When incorporating these keywords, be sure to weave them naturally into your meta descriptions and website copy. Local identifiers like city names, neighborhoods, and landmarks can also be strategically included to further enhance local SEO. To discover these valuable keywords, you can leverage free SEO tools like Google Keyword Planner. Simply enter a seed keyword related to your niche, such as "houses for sale," and the tool will suggest a plethora of related long-tail keywords along with their estimated search volume and competition level.

This allows you to identify keywords with good traffic potential that aren't overly competitive, making them easier to rank for.

Content is king (but quality content reigns supreme)

People are searching for valuable information. Don't just churn out generic content. Become a resource by creating engaging content around your target keywords, like in-depth market reports or local area spotlights that showcase your expertise. It is the bedrock of building your digital real estate brand.

Spy on the Competition

Once you have a strong list of target keywords, understanding how your competitors are using them can be a goldmine of insights. Here's how to conduct a simple competitor analysis:

  • Identify your top competitors in your local market. Look for agents consistently ranking high in search results for your target keywords or those specializing in similar properties.
  • Analyze their websites to see how they've incorporated keywords throughout their content, including property listings, blog posts, and meta descriptions.
  • Look beyond their websites and check their social media profiles and online directories to see how they present themselves and target potential clients. By understanding your competitors' keyword strategies and content approach, you can identify gaps and opportunities to differentiate yourself.

Track and Adapt

Real estate SEO is an ongoing process. Use website analytics tools to monitor your keyword ranking and adjust your strategy as needed.

By strategically targeting these high-performing keywords and creating valuable, informative content, you can attract more qualified leads at every stage of the real estate journey. Remember, you're not just competing with other agents; you're competing with all the information online. So, make sure your website is the most informative and user-friendly resource for people searching for real estate in your area.

About mark

Mark Lowe is a seasoned e-commerce and digital marketing leader with over 20 years of experience driving business growth through innovative customer relationship management strategies. Mark's experience spans leadership roles at Strategic Advantage, Capgemini, and Unisys Corp., where he spearheaded successful e-commerce initiatives, technology architecture, IT management consulting and championed the use of data-driven tactics to cultivate customer loyalty.

Mark holds a Bachelor of Science degree with honors in Computer Science from Wolverhampton University. He is a recognized thought leader in the e-commerce space, having spoken at industry conferences and sharing his expertise through published articles. Mark has also made multiple television appearances as an expert in online security.

Mark Lowe is currently an executive and active consultant with Strategic Advantage, a firm specializing in e-commerce strategy and digital marketing solutions.

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