How to improve the SEO of your real estate listings?

The Avenue Team
June 7, 2024

In the fast-paced world of real estate, being seen is everything. Whether you're a seasoned agent or just getting started in real estate marketing, optimizing your listings for search engines can really up your game in attracting valuable leads and growing your business. With the right strategies in place, you can boost your online presence, catch the eye of potential buyers and sellers, and watch your business blossom.

In this guide, we'll dig into the nitty-gritty of SEO (Search Engine Optimization) for real estate listings and explore some killer techniques to get you noticed and score quality real estate leads.

Why Care About SEO in Real Estate? 

Think about it: when someone's looking to buy or sell a home, where's the first place they usually turn? Yep, you guessed it—the internet. In fact, almost half of buyers check things out online before they even step into a property. With millions of listings competing for attention, it's super important to make sure your listings stand out in search results. With a killer SEO strategy, though, you can increase your visibility, attract more eyeballs, and ultimately land more deals. It's like putting a spotlight on your listings in a crowded room—it makes all the difference.

Identify High-Volume Keywords

High-volume keywords are basically those search terms that lots of people punch into Google or other search engines. So, if you plant these words into your listings smartly, you're more likely to get your properties noticed by potential buyers.

For example, think about something like "best neighbourhoods for families." Many buyers are on the hunt for family-friendly areas. If you create a listing using keywords like "best neighbourhood for families" or "family-friendly community," you're likely to catch the attention of folks looking to settle down in just the right spot.

To start your keyword search, head to Google Trends. Just type in two to four terms, and it'll show you which ones are more popular over time. And if you've got a Google AdWords account, you can use Ad Planner to see how many searches those keywords are getting.

Use Long-Tail Keywords for Niche Markets

Long-tail keywords are like laser-focused search terms that really zoom in on what buyers want. Take something like "3-bedroom condos with ocean views in Vancouver" – it's super specific, targeting buyers who know exactly what they're after in a particular location. By using these kinds of long-tail keywords in their listings, you can draw in a crowd that's actively looking for residential properties that match their wishlist.

Plus, since long-tail keywords are so specific, they're often not as crowded as the more general ones. That means you stand a better chance of showing up higher in search results for these niche searches. With less competition to worry about, you can position yourself as the go-to expert in your specialized real estate market and reel in some seriously interested leads.

Here’s how to use keywords effectively

Using keywords effectively means strategically sprinkling them throughout your content, all while steering clear of stuffing them in excessively, which might trigger penalties from Google's search engine algorithm updates. 

Start your listings with attention-grabbing headlines containing relevant keywords such as “Stunning Waterfront Home For Sale In Kelowna”

Include keywords related to desirable features and amenities of the property, like "ocean views," "swimming pool," "hardwood floors," or "open concept." For example: "Cozy cottage with fireplace and mountain views" or "Luxury penthouse with rooftop terrace."

Tailor your keywords to specific target audiences, such as "first-time homebuyers," "empty nesters," or "investors." For instance: "Starter homes for young professionals in downtown Toronto" or "Retirement communities for active seniors."

By strategically incorporating these types of keywords into your real estate listings, you can improve your chances of attracting relevant traffic, standing out from the competition, and ultimately securing more leads and deals. 

Curious to learn more about SEO for Real Estate? Check out this free 30-minute webinar from Avenue’s marketing experts.


Incorporate High-Quality Media

The NAR reported that 85% of homebuyers think photos are super helpful online. And if those pics include virtual tours, they boost interest by 83%! Plus, these tours serve as a handy filter for finding the right buyers.

Start with professional photography

Great photos can keep people on a webpage longer, which search engines like Google notice and reward with higher rankings. Plus, if those images are well-optimized with descriptive tags and filenames, they can pop up in image searches too. So, investing in quality photography isn't just about making a property look good—it's also about getting it seen by more potential buyers online.

Spice it up with a killer video

From highlighting unique features to showing the layout, videos provide a dynamic way to present listings and spark interest. Beyond just grabbing attention, videos also play a role in SEO. Search engines love diverse content, and videos can help boost a listing's visibility online. Just like professional photography, they tend to keep viewers on a webpage longer, which search algorithms see as a good sign, potentially improving the listing's ranking in search results.

Don’t underestimate the power of virtual tours

Virtual tours are like the cherry on top for your real estate website! Google loves sites that give visitors something awesome to look at, and virtual tours definitely fit the bill. When buyers spend more time checking out your virtual tours, it tells search engines that your site is worth hanging around on. Plus, it helps lower your bounce rate, which is a good thing for SEO. So, adding virtual tours isn't just cool for your visitors—it's great for your website's search engine ranking too!

Real estate solutions like Matterport provide an easy way to create virtual tours for your listings. With Avenue’s Listings Manager tool, you can add virtual tours even to your off-market properties, such as commercial, new builds, or exclusive listings.

Craft Engaging Property Descriptions

Zillow suggests that listings with captivating descriptions not only stand out but can also speed up the selling process by around 10% and fetch a price that's about 7% higher. To make your listing shine, kick off with a punchy opening that highlights the property's best feature or selling point. And don't forget to add those keywords and phrases that buyers are likely typing into search engines, making it easier for them to find your listing amidst the sea of options.

Here are some expert tips to help you write captivating property descriptions:

Create a Story: Instead of just listing features, tell a story about the property. Describe how it feels to walk through the front door, imagine hosting gatherings in the backyard, or picture cozy evenings by the fireplace. Help buyers envision themselves living in the space.

Use Descriptive Language: Use descriptive language that paints a vivid picture in the reader's mind. Instead of saying "spacious," say "expansive," or instead of "cozy," say "intimate." Be creative with your words to evoke emotion and excitement.

Address Potential Buyers: Address potential buyers directly by using "you" and "your" in your descriptions. Make them feel like you're speaking directly to them and addressing their needs and desires.

Keep it Concise: While you want to provide plenty of detail, keep your descriptions concise and to the point. Avoid long paragraphs and instead use bullet points or short sentences to highlight key features.

If writing descriptions doesn’t sound like an exciting task, make sure you’re utilizing the power of AI tools to generate engaging listing descriptions automatically.

A final thought on real estate listings SEO

Making sure your listings pop up in search results is key to generating buyer and seller leads. Give these strategies a go, and you'll see your SEO get a boost. Just keep tabs on how you're doing, tweak your game plan as necessary, and stay in the loop on what's hot in real estate SEO. With a bit of dedication and sticking to it, you'll see your business flourish online.

If generating real estate leads is your goal, drop us a line! We’d be happy to chat.

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