Search Engine Optimization (SEO) For Real Estate Professionals


online marketing realtor


Client example using SEO strategy


Operating a growing real estate business? If you want your business to grow, you need to attract more deals and clients. Currently, you may be attracting clients through referrals and your social circle. After a certain point in time, you may find that this is limiting, and your firm is not getting sufficient clients to grow swiftly. Online marketing for realtors offers you an opportunity to tap into a client base that is beyond the people you know. The power of online marketing lies in the ability to reach out to clients who aren’t in your circle, and who yet have to hear about your brand. How do you find these clients? How do you interest them in your service? And, how do you convert them? Before we get into this, first find out why SEO?

realtor seo


Read on: Real Estate PPC

Conversion Rate Optimization for Realtors

This is a post that covers all these points. Seriously, online marketing is a powerful application and if you are not using it, your realtor business is completely missing out on a fantastic avenue to get more clients.

Identify the Client

Before moving further – there’s one question you have to ask yourself – Who is your client?

Online marketing may be powerful, but if you don’t know who you are targeting, then your communication will miss the mark. Think of it as a dart board. The darts are your communication message. The bullseye on your dart board is the ideal audience. When you know who they are, you can take all the steps to ensure the dart hits the bullseye.

The ideal client hinges on the services you offer. So, another question to ask is – What problems do your clients have and what solutions do you provide?

Your answer, for example, could be:

  • Retirees are struggling to find the perfect condo homes in downtown Edmonton
  • The solution you offer is showing retirees a range of condo homes in downtown Edmonton

Based on this, you can begin to estimate that your ideal client is:


Age: 40-50 years Education Background: Graduate or Post-Graduate
Motivation: Looking for a investment property or secondary home Likes: Reads content on investment and financial management


Similarly, identify who your ideal audience is based on the solution you provide and the problem you are solving. Once done, estimate who your ideal client is. Realizing your client’s motivation and likes is crucial for your online marketing.

Launch a Website

Ever went window shopping and saw a new store in the mall or at Jasper’s Avenue? Well, what did you do then? You must have walked in, and checked out the store and their products.

Having a website gives potential clients a window-look into your business. They learn about your realtor brand, what is offered, and most importantly, they discover reasons to hire your firm over others. The role of a website is two-fold – give credibility to your brand and give relevant information to your potential clients.

In today’s digital world, one of the first things a person does when he hears about a new brand is to conduct a Google search. You can be sure when your ideal client hears about you, he’s going to Google your brand name. And, when that happens, you want to ensure that your website appears on the search result.

Here are several elements you need to think of when launching your realtor website:

●    Services:

Ensure that your website devotes sufficient web pages to explain the services offered and what clients can expect from the brand.

●    Responsive Design:

Over 51% of Canadian internet users access the web through mobile devices. Your realtor website should open quickly and be well proportionate on mobile devices since many users will visit your site through them.

●    Keyword Optimized:

When users Google your brand name, you want to make certain that your website ranks on the top. To do so, the right keywords must be added to your website.

Set up Social Media Pages

Social media platforms such as Facebook, Twitter and LinkedIn are vital for search engine optimization for realtors. Why so?

  • Creates a brand presence
  • Builds an additional backlink to your site
  • Creates a community of followers that advocates your brand
  • Generates traffic that leads to your website

All of these above points impacts your SEO in a positive manner.

digital realtor


Who isn’t on social media today? You’ll find that a majority of your ideal clients are on social media. You can reach out to them and tap into the market by creating social media pages.

You must identify which social media platforms your audience is on. The best way to do so is to just ask some of the clients you already work it. Today, an individual is on more than 3 social media platforms. It’s recommended that you initially create a presence on only 2 social media platforms.

Taking from the above example, if your target audience is a retiree, then it is recommended that your realtor firm has pages on Twitter and Facebook.

Once you create a social media page, you need to attract your ideal clients. How can you do that?

  • Post frequently
  • Share information related to the problems they face
  • Interact with your page’s followers
  • Ask interesting questions to initiate conversations with your followers
  • Share visual information such as infographics or text images

A mistake I’ve seen happen too many times is relators setting up social media page and expecting it to get followers on its own. You have to invest time and effort for your pages to reap returns. Set your time frame expectation to at least 6 to 8 months. That’s how long it will take for your social media page to build a community of followers who will eventually convert to leads. As you do so, your online presence grows and your website receives more traffic from social media platforms.

Create Blogs

It’s crucial that you make your ideal client interested in the realtor brand. What better way than to offer information for free. Your realtor website can double up as a blog platform. This will help you attract your ideal audience, improve your SEO, and enhance your social media activity.

The key is to create blogs that interest your audience and helps solve their problems. So, how do you find out the subject matters which interest your audience?

  • You can always ask them what they search for online
  • Google Suggestions is an excellent way get suggestions
  • Keyword Planner shows you specific data such as search volume for the search term and even gives query suggestions

Using the data collected from this, you can create relevant topics for your audience and your SEO for your blog.

Additionally, blogs can be shared with your audience using social media and email marketing. It’s simply a great way to generate interest and traffic for your realtor brand.

Landing Page

Want to convert your visitors into leads? A landing page can be the perfect way to do so. A landing page is made to highlight a particular service or offer to your visitors. A landing page has several benefits.

  • Focus on a particular keyword to get ranked on a Google search
  • Design the page in such a manner to increase the chance of you getting a lead

For example, you create a landing page with the title of “Best Properties in Downtown Edmonton”. This has certain benefits:

  • Keyword Optimization:
    The page has a high chance of ranking in the search queries of: best properties in Edmonton and Best properties in downtown Edmonton.
  • Inciting Sale Offer
    The whole purpose of a landing page is to sell a product, such as real estate properties. A landing page gives you the opportunity to offer your users a convincing reason to hire your services. You can do this by showcasing your best property and your USP to convince the reader that you’re the best in the market.
  • Sale
    You can aggressively push your reader to convert into a lead. On the Rapidboost Marketing SEO service page, we do this through a call to action button and a lead form.


real estate seo

Strong Call to Action

The purpose of creating a website, having social media pages, and writing blogs are for good SEO and to attract traffic to your website. However, if you don’t have a strong call to action, then your visitors will not turn into leads. Here’s how you can have a strong call to action to turn your visitors into leads.

Home Page

Have a pop form on your home page. Here’s the one we have on our page.

ppc for realtors

Landing Page

A landing page is created for a particular service or feature during an ad or SEO campaign. Add a button on your landing page for them to contact you.



The priority of any blog is to provide information. But done right, it can also be used to convert. At the end of some articles, I add the following text to give the reader an incentive to contact us.

If you lack technical support to go ahead with A/B testing for your plumbing website, then it is recommended that you take the help of a digital marketing firm.

You can also take similar action on your website. Here’s what any strong call to action should have if you wish to convert users into leads.

  • Offer something in return: You are asking the user to take action, however, you must promise something in return. This could be a free consultation or a real estate report.
  • Be Visible: Your call to action (CTA) must be visible and stand out on your page. You can do this by having CTA buttons and pop up forms.
  • Be Aggressive: You are taking the time and effort to build your website SEO. Hence, you really want traffic to your website to convert. So, don’t feel afraid to be aggressive to ask for your user’s contact details. Have a number of pop up forms, lead forms and CTA buttons on your realtor site.


Review the Analytics

Want to know if your SEO is working? You must regularly check your website metrics. You can do this by using an analytical software like Google Analytics.


You can install a Google Analytics code on your website and track where your visitors are coming from and how they interact with your site. You gain data like:

  • Demographics
  • Location
  • Query
  • Traffic source (includes search queries and social media platforms)

By assessing the metrics, you can find out if the right audience is visiting your website and if your SEO is working. And, if you discover the wrong audience is visiting your website, then you need to take a relook at your search engine optimization, content creation and how your brand is positioned.

SEO and lead conversation go hand-in-hand. The only purpose of search engine optimization is to drive more traffic to your website. SEO by itself will get you no leads and gain you no sales – if you don’t take certain steps for lead conversion on your site. This article is not a silver bullet to using SEO and gain leads. There are many tactics that are available to you, and I have mentioned a few of them. You can also use A/B testing to get more leads and you can leverage social media to generate leads.