Local SEO for Your Real Estate Business: How to Get More Leads from Local Organic Searches


Although a lot has changed in the way real estate transactions occur since the pandemic, the fact of the matter is that realtors and real estate businesses are still local. Thus, the development of a local SEO strategy as part of the larger optimization efforts will not just be helpful, but necessary, to your future success. Along with paid advertising and search campaigns, you can do a lot to boost your local organic rankings on SERPs (search engine results pages) and get more attention when people are looking for professional real estate firms. 

The tips below are in no specific order but are crucial to the success of every local SEO strategy. From keyword research to optimizing every instance of your presence online, there’s a lot that you can do to rank better in local search. 

Google Business Profile 

Your Google listing needs to be claimed, used, and fully optimized to give you the authority ranking that you deserve. This used to be called Google My Business, but the format and features are still basically the same. Getting your page set up will be the most difficult part, but you’ll need to make sure that you also monitor your profile and make the necessary changes over time. You’ll also want to get listed on Bing’s Places for Business, and again make sure that you utilize the profile fully to maximize your local SEO efforts. 

There are several business directories out there that might also catch your attention for helping increase your visibility. Some of these will be directed toward local businesses in cities around the world, while others might be focused on real estate specifically. Find reputable, high-quality directories for your optimization—don’t just take any listing you can get. Quality matters far more than quantity here. Poor listings can do more damage than good. 

Social media profiles and engagement

Real estate is a people business. Social media is a tool that you can utilize, and you should, in as many ways as possible. It’s about more than creating a profile for your real estate business or listing properties that you have. Social media needs to be a place where you engage with your audience and make them feel like your firm is more than just a business. They want connections with a personal touch and when you’re in real estate, social media is a great place to do that. You can even create funny TikTok campaigns to help you promote your business, along with using other social platforms like Facebook, Instagram, and YouTube. 

Optimizing content and your NAP

You’ll need to make sure that your content is properly optimized for local search, and that your NAP is consistent. Otherwise known as your business citation, your name, address, and phone number (hence the name “NAP”) needs to be consistent across all instances online. That means the address that you list on your website should match local real estate directories, social media accounts, and everywhere else. Even the difference between an abbreviation and spelling out words could harm your rankings. 

Research and use the best local keywords

While you’re working on optimization, you’ll need to research the local keywords that are popular in the real estate industry, as well as based on your location. Consider not only the city or town, but neighborhoods, regions, and other location-based keywords. When you’re researching, pay attention to searches like “homes for sale near me” or “real estate near me” because people are searching for phrases like this at an alarming rate. If you can optimize accordingly, you’ll get impressive rankings in no time. 

Perform an audit of existing content

Don’t just focus on new content, either. In addition to updating your website, adding to your blog, and adding social media profiles, you’ll want to take the time to audit the online presence that you already have. This includes your website and any other listing of your business, such as directories or forums, or even existing social media pages. 

Take the time to optimize every single piece of content or mention of your real estate business so that you don’t have to generate as many new resources. Some might already be on point, while others may require minor tweaks, but you’ll be surprised at how much you can salvage with a little editing and improvement. 

Optimize and design for mobile first

Today’s clients are often looking for local businesses and professionals from their smartphones. As such, companies are working hard to build a local SEO strategy that will give them presence and help them reach those local clients. People are constantly using their smartphones and tablets to look for homes and other properties. If you’re not designing a mobile-first website and optimizing all your content for mobile, you’re going to miss out on a huge segment of customers. 

While you’re working the deals, who’s working the leads?

Once you have your local SEO optimized, you’ll want to make sure that you’ve also got the resources in place to manage it effectively. That starts with a 24/7 answering service to ensure you never miss an opportunity, and when you partner with the virtual receptionists at Smith.ai, it also comes with so much more. Our team can assist with appointment scheduling, lead intake, and even fielding live website chats so that you can focus on the deals at hand. 

Plus, a partnership with Smith.ai also offers assistance for your outbound sales, outreach campaigns, and a personalized strategy to manage every last detail. You’ve got a lot on your plate with a real estate business—let us do some of the tedious work. 

You can learn more when you schedule a consultation or email us at hello@smith.ai to find out how our 24/7 virtual receptionists can help your real estate business with communications, admin, and anything else you may need.


Real Estate
Business Education
Marketing Advice

Elizabeth Lockwood is the content marketing associate at Smith.ai. She focuses specifically on writing and editing engaging articles, blog posts, and other forms of publication.

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