Local SEO, or local search engine optimization, is a game-changer for real estate agencies looking to attract potential clients without the high costs of paid advertising. By improving your visibility in local search results and the local map pack, your real estate agency can connect with people actively searching for real estate services in your area.
With over 10 years of experience in SEO, I’ve already helped more than 100 local businesses rank in the top 3 results on Google—both in the map pack and organic local search results. The techniques in this guide are proven, with other real estate companies already ranking #1 in their areas using the same steps.
Why Local SEO Is a Must for Real Estate Agencies
Local SEO is no longer optional—it’s a necessity if you want your real estate agency to stand out in the competitive market. Here’s why:
- Massive Search Volume: 97% of people seeking real estate advice start on Google. (National Association of Realtors)
How Do Clients Search for Real Estate Services?
When people need a real estate agent, they often turn to search engines. Common local search queries include:
- “Best realtor near me”
- “Real estate agent in [City]”
- “Property management in [Neighborhood]”
These searches demonstrate local intent, meaning users are looking for a nearby solution. Appearing in local search rankings ensures your agency is seen first, giving you a higher chance of turning prospective clients into satisfied clients.
So Should You Include “Near me” on All Your Pages?
No! Google “translates” a Near me search into the location of the user that is doing the search. So the search results for the query “Realtor near me” for someone in NYC are different than the results for someone in San Francisco.

We’ll cover the keywords and tactics to rank for these later in the article. You can also check out our guide on How to Rank for Near Me Searches after that.
Why Is Local SEO Important for Real Estate Agencies?
- Cost-Effective Marketing
With local SEO, you avoid spending $20 per click on Google Ads for common keywords like “realtors near me.” Instead, organic search results can drive consistent traffic for free. - Competitive Advantage
The real estate industry is highly competitive. Ranking at the top of local search results helps your agency stand out among competitor real estate agencies. - High Conversion Rates
According to the National Association of Realtors, 87% of people searching for real estate help contact only one agent. If your agency is the first they find, you’re more likely to win their business. - Growing Local Searches
- “Near me” searches have grown by over 900% in the last two years.
- Nearly 50% of Google searches involve local intent.
- Google Maps and the local pack now dominate search engine results pages, making local SEO efforts crucial.

What You’ll Learn in This Guide
In the rest of this guide, we’ll cover:
- How to optimize your Google Business Profile for better local search rankings.
- Turning your real estate website into a lead machine without needing external local SEO services.
- Building local landing pages to target relevant local keywords.
- Using keyword research to dominate local real estate search rankings.
- Earning high-quality local backlinks from local directories and websites.
Optimizing Your Google Business Profile (GBP)
Your Google Business Profile (GBP) is one of the most important tools in doing local SEO for real estate. It helps your real estate agency appear in the local pack, on Google Maps, and in local search results. If you don’t have a GBP set up yet, this guide can walk you through the process.

Key Optimizations for Your Google Business Profile
Ensure Accurate NAP Details
NAP stands for Name, Address, and Phone Number. These details must be consistent across all platforms, including your real estate website and local directories. Add your business name exactly as it appears in your branding. Avoid abbreviations or variations.
Set Service Areas
Use GBP’s location settings to add all areas your real estate agency serves. This helps you appear in searches like “real estate agency near me” even if your office isn’t in the searcher’s neighborhood.
First you want to go and edit your Google Business Profile:

Then go to the Service Area section and include all areas you serve.

Add High-Quality Photos
Include professional pictures of your team, office, and any awards or certifications. Avoid low-resolution images, as they can make your agency appear unprofessional.
Leverage Google Posts
Regularly post updates, promotions, or blogs. For example, share tips on choosing the right property or highlight a recent real estate success.

Focus on Google Reviews
Encourage satisfied clients to leave positive reviews on your profile. These are crucial for both local rankings and building trust with potential clients.

Respond to all reviews—both positive and negative.
For negative reviews, stay professional. Take time to reflect before responding. Explain what went wrong and how you’re addressing the issue.
The Importance of Reviews
- Higher Rankings: Agencies with more reviews tend to rank higher in the local pack.
- Trust Factor: Prospective clients are more likely to trust an agency with numerous detailed reviews.
- Example: Where would you go—a restaurant with one 5-star review or one with 500 reviews averaging 4.8 stars? The same logic applies to real estate agencies.

How to Actively Get More Reviews
- Send follow-up emails or texts to happy clients asking for feedback.
- Read our guide on How to get More Reviews for your real estate agency.
We have a more in-depth guide on Google Business Profile Optimization you should also check out when you want to take it to the next level!
Pro Tip: Your Google Business Profile is the foundation of your local SEO success. Treat it as you would your office—keep it professional, updated, and client-friendly.
Next, we’ll discuss how to turn your website into a local SEO lead machine.
Your Website as a Local SEO Lead Machine
Your real estate website is central to attracting and converting potential clients through local SEO strategies. A few simple adjustments can optimize your site for both local search rankings and higher conversions, turning visitors into paying clients.
Key Features for Optimizing Your Website
Professional Design
- Your website should look clean, modern, and easy to navigate.
- Just like dressing well for a house showing, your website should represent professionalism.

Clear Calls-to-Action (CTAs)
- Make it easy for visitors to take the next step, such as contacting an agent or booking a property viewing.
- Good CTA examples:
- “Call Now: +123456”
- “Schedule a Viewing”
- Bad CTA examples:
- “Explore Our Properties” (too vague)
- “Contact Us” (doesn’t guide the user to a specific action)
Trust-Building Elements
- Include client reviews, testimonials, and certifications on your homepage and service pages.
- Embed positive reviews directly from your Google Business Profile near CTAs to increase credibility.
- Highlight any awards or recognitions, even if they are niche (e.g., “Top-Rated Real Estate Agency in [Suburb]”).

Showcase Local Relevance
- Add real photos of your team, office, and community events to build trust with local searchers.
- Use a Google Maps widget to display your business location, making it easier for users to find you and boosting local intent signals to Google.
Basic Website SEO Principles
Headings (H1, H2, H3)
- H1: The most important heading, used once per page. It should include a main local keyword, like “Top Real Estate Agent in [City].”
- H2: Subheadings for sections, such as “Our Property Listings” or “Client Testimonials.”
- H3: Detailed subheadings, like “Commercial Properties” within an “Our Services” section.
Meta Titles and Descriptions
- Include relevant local keywords in your meta titles and descriptions.
- Example of a strong meta title: “Top Real Estate Agent in [City]–Contact Now.”
- Avoid generic titles like “Welcome to Our Site.”
Trust Signals That Convert Visitors
- Client Reviews Section: Dedicate a section to highlight feedback from past clients.
- Case Studies: Share anonymized success stories to demonstrate your expertise.
- Certifications and Memberships: Display affiliations with real estate organizations, such as local realtor groups or industry associations.
Pro Tip: Place positive reviews next to your primary CTA, such as a ‘Call Now’ button, to boost trust and drive conversions.
Example Real Estate Landing Page

Building Location and Service-Specific Pages
Creating location-specific and service-specific pages is one of the most effective local SEO strategies for real estate agencies. These pages help your agency appear in local search results when users search for terms like “Realtor near me” or “Property manager in [City].”

Why Dedicated Pages Matter
- Target Local Searches
- Google relies on pages tailored to specific local keywords to show relevant results for local searchers.
- Example: A user in Downtown Houston searching for “Realtor near me” is more likely to find your agency if you have a page titled “Top Real Estate Agent in Downtown Houston.”
- Boost Your Local Rankings
- Dedicated pages increase your relevance for both local intent searches and specific real estate services.
- Highlighting neighborhoods, cities, or even suburbs shows Google your agency is deeply connected to the local community.
- Capture Niche Search Queries
- Example: “Property management in [Suburb].” By creating pages for multiple areas, you cover a wide range of local search rankings and attract more prospective clients.
How to Structure These Pages
- Include Local Keywords
- Use specific phrases like “Real Estate Consultant in [Neighborhood]” in the title, headings, and meta description.
- Highlight Your Services
- Provide details on what you offer, such as buying, selling, or renting.
- Mention how your services address common issues in that area (e.g., “We understand the unique needs of clients in [City] looking to buy their first home.”).
- Use Local Reviews and Case Studies
- Showcase client reviews from past transactions in the same area. If reviews are too general, ask clients for permission to highlight specifics (e.g., “[Real Estate Agency Name] helped me find my dream home in [City].”).
- Add Visual Elements
- Embed a Google Maps widget showing your office location or the area served. (Check out our article on how to embed a Google Map on your website)
- Use real images of your team or office.
- Implement Schema Markup
- Schema is a technical SEO tool that tells search engines more about your agency’s location, services, and reviews. Learn more about local business schema here.
- An example schema markup for a real estate agency in Boston could look like this:
{
"@context": "https://schema.org",
"@type": "RealEstateAgent",
"name": "John Doe Realty",
"url": "https://johndoerealty.com",
"logo": "https://johndoerealty.com/logo.png",
"image": "https://johndoerealty.com/office.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "1234 Vegas Blvd",
"addressLocality": "Las Vegas",
"addressRegion": "NV",
"postalCode": "89109",
"addressCountry": "US"
},
"telephone": "+1-702-555-1234",
"email": "contact@johndoerealty.com",
"openingHours": "Mo-Fr 09:00-18:00",
"sameAs": [
"https://www.facebook.com/johndoerealty",
"https://www.linkedin.com/company/johndoerealty"
]
}
The ROI of Location-Specific Pages
- Agencies that create local landing pages often rank in the top 5 for hundreds of keywords, driving consistent traffic without paying for ads.
- The top average CPC for “real estate agent NYC” is $197. A location page ranking organically saves you thousands in advertising costs.

Pro Tip: Start by identifying the most important services and locations for your agency. You don’t need a new design for each page—just customize the content to reflect the area or service. If you’re on WordPress, read our article on How to Bulk Create Pages in WordPress to learn how to easily create all the location and service pages for free in just minutes.
If you are a real estate agency with multiple locations, you might want to check out our article on How to Do Local SEO for Multiple Locations.
Local Keyword Research for Real Estate Agencies
Finding the right local keywords is critical for boosting your local SEO rankings and making sure your real estate agency appears in local search results. The good news? Keyword research for real estate agencies is straightforward and uncovers valuable opportunities to target local searchers effectively.
Why Keyword Research Matters
- Understand What People Are Searching For
Potential clients often search for specific needs, like “Real estate agent in [City]” or “Property manager near me.” If your website isn’t optimized for these terms, those clients could choose a competitor instead.- Remember: “Near me” is not a term you should include on your website. Google automatically “translates” a “Near me” search into the location of the user that is doing the search
- Target High-Value Queries
Focus on terms with local intent, like “Top real estate agent [City]” or “Affordable property manager near me,” which attract people ready to work with an agent. - Expand Into Problem-Specific Keywords
Many real estate clients search for solutions to property-related challenges. Instead of targeting only broad terms like “property listings [City],” create content for detailed searches like:- “Pre-approval requirements in [State].”
- “First-time homebuyer tips in [City].”
- “Commercial space availability in [Neighborhood].”
Covering these topics shows you understand your clients’ challenges and positions your agency as the solution.
How to Identify Local Keywords
Google Autocomplete
Start typing “Real estate agent in [City]” or “[City] property listings” into Google. The autocomplete suggestions are based on real searches, providing valuable insights into what people are looking for.
Examples:
- “Residential property listings [City]”
- “Commercial realtor [City]”
- “Affordable rental properties near me.”

Google Keyword Planner
This free tool from Google provides search volume and competition data for various terms. You will need a Google Ads account for this. Then go to Tools > Planning > Keyword Planner.
Here you can then enter the area you serve and type in some broad keywords like your main services.

And after typing in some keywords you will get a list of keyword ideas which you can scroll through and filter as you like.

- Focus on queries with clear local intent, like “Real estate broker in [City].”
- Use filters to find related searches tied to specific real estate services or challenges.
Learn more about this in our article How to Do Basic Keyword Research.
Ahrefs or SEMrush
Advanced tools offer deep insights into keyword competition, search volume, and long-tail opportunities.
- Use these tools to uncover terms like:
- “Top-rated real estate agencies near [Neighborhood].”
- “Condo purchasing process in [City].”
- “Spanish-speaking realtor [City].”
Multilingual Keywords
If you serve clients from diverse backgrounds, target keywords in their native languages. For example:
- Spanish-language queries for real estate agents:
- “Proceso de compra de vivienda [City].”
- “Realtor económico en [City].”
For this click on the language next ot your keyword input and select the language you offer your services in. For example in this case spanish:

Pro Tip: Expand your keyword strategy by focusing on real estate challenges your clients might search for. Covering topics like ‘Pre-approval requirements’ or creating content in Spanish can help you stand out and connect with a wider audience.”
Examples of High-Value Keywords for Real Estate Agencies
- “Home pre-approval process [City].”
- “Top real estate agent in [City].”
- “Affordable property management near me.”
- “Spanish-speaking realtor [City].”
- “Commercial space availability [City].”
Tips for Using Local Keywords
- Include Keywords in Key Locations
Naturally integrate keywords into:- Titles and meta descriptions.Headings and subheadings.The first 100 words of your content.
- Optimize Location and Service Pages
Create dedicated pages for each service and area you serve, targeting local search queries like “Real estate agent in [Neighborhood].” - Avoid Keyword Stuffing
Overloading your pages with keywords can hurt rankings. Instead, use natural language to provide useful, well-written content. - Write Problem-Specific Content
Address common real estate challenges that your target clients face. Examples:- “Steps to getting pre-approved for a mortgage.”
- “How to secure a commercial lease in [State].”
- Multilingual guides for clients who speak Spanish, Mandarin, or other languages common in your area.
Pro Tip: Simply listing your real estate services alongside the areas you serve is a great way to start. For example, ‘Realtor serving [City], [Suburb], and [Neighborhood].’
Earning Local Backlinks and Citations
Building local backlinks and managing local citations are critical steps in improving your local SEO rankings. Backlinks act as endorsements from other websites, signaling to search engines that your real estate agency is trustworthy and relevant. Local citations—mentions of your agency’s business name, address, and phone number (NAP)—reinforce your presence in your community and improve your local search rankings.
What Are Backlinks, and Why Do They Matter?
A backlink is a link from one website to another. Think of it as a referral: when reputable websites link to your real estate agency’s website, they tell Google that your site provides valuable information.
Key Benefits of Backlinks:
- Higher Rankings: Backlinks are one of Google’s top local search ranking factors.
- Increased Traffic: Links from local directories or news outlets can also drive potential clients directly to your site.
- Enhanced Authority: A link from a credible source, like a real estate directory or local media coverage, boosts your agency’s credibility.
Earning Local Backlinks
- Partner with Local Directories
- Submit your agency’s details to reputable online directories like the Chamber of Commerce, Yelp, or real estate-specific platforms like Zillow and Realtor.com.
- Ensure your NAP information is consistent across all listings.
- Collaborate with Local Media
- Offer to write articles or provide expert quotes on real estate topics for local newspapers or community blogs.
- Example: Write an article on “Understanding Property Rights in [City]” or provide insights into a high-profile real estate transaction.
- Sponsor Local Events
- Support charity runs, homebuyer seminars, or school events in your area. Request a backlink from the event’s website to your homepage or a specific service page.
- Write Guest Blogs
- Contribute content to other local websites, like homeowner blogs or industry-specific publications. Make sure your byline includes a link to your real estate agency’s website.
Managing Local Citations
A local citation is any mention of your agency’s NAP information online. These mentions don’t always need to include a backlink, but they still help improve your local search rankings.
Best Practices for Local Citations:
- Claim Listings: Ensure your agency is listed on major platforms like Google Business Profile, Yelp, and Trulia.
- NAP Consistency: Double-check that your NAP details are identical across all citations. Even small inconsistencies can confuse search engines.
- Update Regularly: If you change your address or phone number, update all listings immediately.

Why Local Backlinks and Citations Are Worth the Effort
- Local backlinks show Google that your agency is part of the local community, improving your visibility in the local map pack and organic search results.
- Accurate local business listings make it easier for local searchers to find your real estate agency when they need help.
Pro Tip: When contributing to local media or directories, ask for links to specific pages, like ‘Real Estate Agent in [City]’ or ‘Property Management in [Neighborhood].’ This improves the value of the backlink for your SEO.
Monitoring and Improving Your Local SEO Efforts
After setting up your local SEO campaign, monitoring your performance is essential to ensure your strategies are working. Regularly analyzing your local rankings, traffic, and client interactions allows you to adjust your approach and maximize results.
Tools to Track Local SEO Performance
- Google Analytics
- Tracks website traffic, showing how many visitors come from local search results.
- Check which pages drive the most engagement and whether visitors take desired actions, like booking a property viewing.
- Google Search Console
- Provides insights into your local search rankings and the keywords driving traffic to your site.
- Look for queries with local intent, like “Real estate agent near me”, and create or optimize pages for those terms.
- Google Business Profile Insights
- View how often your Google Business Profile appears in searches and how users interact with it (e.g., clicks to call, direction requests).
- BrightLocal
- A paid tool that tracks local rankings, analyzes reviews, and helps manage citations.
How to Analyze and Improve Your SEO Strategy
- Check for New Local Search Queries
- Use Google Search Console to find new keywords that users are searching for.
- Example: If “Rental property manager in [Neighborhood]” appears as a query, but you don’t have a page for it, create one.
- Evaluate GBP Performance
- Are users interacting with your profile? If not, consider adding more photos, regular posts, or updating service areas.
- Review Website Analytics
- Track bounce rates and conversion rates on key pages. High bounce rates might indicate the content isn’t engaging or relevant to users.
- Adjust Based on Trends
- If a particular service becomes more popular, optimize your website and local landing pages for those queries.
Tips for Ongoing Success
- Set a Review Schedule: Regularly audit your GBP and website for outdated information or opportunities for improvement.
- Add New Content: Create blog posts or service pages targeting emerging real estate topics or local search trends.
- Experiment: Test different CTAs, headlines, or images on your website to improve conversion rates.
Pro Tip: Make it a habit to check your Google Business Profile insights monthly. Look at the search terms driving interactions and adjust your local SEO strategies to match.
Conclusion: How to Do Local SEO for Real Estate Agencies
Building a strong local SEO campaign for your real estate agency is one of the most effective ways to attract potential clients while saving on expensive paid advertising. By following the steps outlined in this guide, you’ll improve your local search rankings, drive more traffic, and ultimately secure more clients without breaking the bank.
Key Steps for Local SEO Success
- Optimize Your Google Business Profile (GBP):
- Complete your NAP details.
- Add service areas, high-quality photos, and regular posts.
- Gather and respond to positive reviews to boost both rankings and trust.
- Turn Your Website Into a Lead Machine:
- Ensure a professional design with clear CTAs.
- Embed Google reviews and add trust-building elements.
- Use targeted local keywords in your headings, meta tags, and content.
- Build Location and Service-Specific Pages:
- Create unique pages for each area and real estate service you offer.
- Incorporate local search queries and client reviews to enhance relevance and trust.
- Conduct Keyword Research:
- Use tools like Google Keyword Planner and Ahrefs to find high-value local keywords.
- Focus on phrases with clear local intent, like “Real estate agent in [City].”
- Earn Local Backlinks and Citations:
- Partner with local directories and media outlets.
- Ensure your business information is consistent across all platforms.
- Monitor and Adjust Your Efforts:
- Use tools like Google Analytics and BrightLocal to track your performance.
- Regularly refine your strategies based on trends and data insights.
Prioritize Your Actions
If you’re unsure where to start, here’s a quick prioritization list:
- Don’t have a GBP profile? Create one immediately.
- Have a GBP but few reviews? Focus on getting more Google reviews.
- Good GBP but unoptimized website? Update headings, CTAs, and embed your reviews.
- Optimized website but limited pages? Build local landing pages for each service and location.
- Have everything in place? Start earning backlinks and monitoring results.
Small, consistent efforts in local SEO will lead to long-term gains. Once your foundation is in place, your agency will benefit from ongoing traffic and organic search results without additional costs.