Are you a realtor or a real estate agent looking forward to ranking on search engines to generate maximum traffic and leads for your website?
Then, real estate SEO is the way forward to get organic traffic with leads and a long-term SEO strategy is a way to win this game.
Today, many home and property searches happen online, to buy a property, prospects try to gather maximum information about the locality and that specific property.
According to reports published by The Digital House hunt:
53% of home buyers start their search online
86% of home buyers consider real estate websites the most useful source of information.
44% Looked for online properties for sale.
18% of millennials looked online for information.
The reason I am writing this article, because SEO is avoided by most real estate developers and agents.
They think SEO is a waste of money, and it doesn’t work or help them to get the business or leads online, hence they don’t invest or plan for it.
Most of them feel that just having a website can get them traffic and leads but they don’t know the fact that they need to work consistently on SEO to get the organic traffic to their website, which can get them leads also and business at the end of the day.
After reading this blog, you will understand how SEO works and how important it is for real estate developers and agents to drive the business for a longer period.
What is SEO for real estate?
The real SEO description for real estate is that “SEO is a key to winning a long-term lead generation exercise. Because SEO is a process to improve your website traffic and brand’s visibility online via organic search on search engines.
It is a practice of working on industry-specific, product or brand-specific, keywords online to improve the ranking of your website on the search engine result page.
Seo real estate meaning is just SEO strategies or tactics for the real estate industry but the end goal of SEO is to increase the traffic towards the website and get the right people who are searching for a related property through relevant searches on search engines.
Why is SEO Critical For Real Estate?
SEO is critical for real estate as people always search for homes and related information online. Refer to the below-given graph by think with Google, it shows that the relevant searches are happening on a continuous basis on google.
So before buying or making a buying decision, customers search about locality, infrastructure, home loans, developers in the same locality, etc.
Hence, before visiting a site in real. They do online study and study about all projects and status along with the profile of a developer.
So much happens online before they come for a site visit, hence SEO is very important for any real estate developer or a company.
Now, you must be thinking about what should be an SEO strategy, and is it really worth investing in SEO?
Importance of SEO for the real estate industry
The rise in the use of the internet has given a push to online searches. People go and search for each small thing on search engines. Whether they want to buy a phone or a home.
Whether it’s a metro city or Tier I or Tier II city, people search for homes online. Hence maximum searches happen online only.
People not only search for homes but they also search for realtors and agents as home buying is the biggest investment of their lifetime. So they also read about the real estate company and the developer.
They want to know about them, their past work and they also read about customer’s testimonials to know the credibility of the developer in the market.
So if you don’t invest in SEO, you will not appear on ranking pages and you can miss out on potential customers, who are searching online.
The are majorly three types of searches happen for home:
- Product & Locality Searches, e.g. 2 BHKs at Mumbai
- Brand Related Search, e.g. 2 bhk at Tata Amantra
- Searches basic status of the project, e.g. under construction Flats at Andheri, new launch projects at Andheri, Ready to move homes at Andheri.
Why is SEO Investment Important For Real Estate?
Many realtors or real estate agents think that SEO is an expense but let me tell you it’s a long-term investment, which can give you a higher ROI than any other platform or media.
So, make sure you plan a budget for investment in SEO every month as this investment can give you a better ROI in the long term, and to get a better future ROI, you need to invest today.
Reasons why SEO is an investment:
- SEO Works
- Increases Website Traffic
- Quality Traffic
- Build Authority & Business Credibility
- Return on Investment through leads
- Brand Awareness
Benefits of SEO for real estate :
- Brand Visibility
- Lead Generation
- Guaranteed Business Growth
Real Estate Seo Strategy
Real estate sales are critical for industry and developers as the whole cash flow of the project depends on the sales of the real estate units.
The faster the sales happen, the more flow of income will be and it will help a developer to complete the project faster and on time.
In real estate, the leads are generated through various paid sources but it is observed that more than 50% of leads generated are junk leads or not relevant to the project and location.
Hence many of the realtors and real estate agents waste a lot of money on paid real estate lead generation.
Whereas on the other hand, organic leads are more potential leads as when they search online, their search intent is high and they are looking for a specific property or in a specific location.
Here SEO plays a critical role in building up organic traffic for your website. Once you start working on SEO in the right manner, it will help you to get relevant traffic through people searching for property related to your configuration or location.
Local SEO is very important for real estate companies or real estate agents. Each of them should register themselves and do the local listings online.
Local SEO is about increasing the visibility of local businesses, where people search for products within the same locality or they may also search with “properties near me” in case of their home searches.
It is also observed that most of the people shift the homes in the same locality only. So to reach out to local people and appear in the local search, listing on online directories is very important.
For e.g. to rank on google search, you can do the listing on google my business.
Real Estate SEO Keywords
Keyword is a word or a phrase, which is used in the form of content to rank on search engines or it is a word that describes the content of your page or your service or product.
In real estate the keywords can be related to a brand name (Company Name) or configuration with locality, or a could be related to configuration with locality and status of a project.
Head & Tail of keywords
To make your content relevant and to appear in the ranking pages, you need to know about the different types of keywords to understand the search queries that users are searching and how you can use these keywords at different stages of the project and rank for it.
Types of keywords and competition:
Single Word Phrase is highly competitive
Single-word phrase keywords are highly competitive and generic, for e.g. 2 bhks or Properties or Flats.
So, If someone searches for a keyword 2 bhks, it’s highly competitive as it’s a very generic keyword and common phrase.
2-3 word phrases of keywords:
Middle-level competitive keywords are with 2 to 3 phrases or words e.g. 2 BHK at Thane West or Under Construction Property at Thane.
These are middle level competitive keywords with decent volume in that locality but you will have to put efforts to rank for these keywords.
The example of long tail keywords are “Ready to move in 2 BHK at Thane West” or “Under construction 2 BHK property in Thane West” .
These are the long-tail keywords with very specific requirements and these keywords are the least in competition and low in volume but it would be easy to rank for these keywords and get quality traffic.
To rank for any of the keywords, you need to understand the search behaviour of the user and you also have to understand the sales funnel for real estate.
Once you understand the funnel and different stages of it, you would be able to create a content in much depth by using the right keyword strategy and then you can easily rank for those keywords.
- Awareness (Informational and Navigational- Non-commercial & non-transactional)
- Discovery (Oriented on call to action CTA / Implied conversion)
- Purchase Explicit Intent to Complete the conversion action transactional
On Page SEO
On page SEO is a practise to optimize the web pages of the website so that they can rank for relevant keywords. Common on page SEO practices inludes optimizing URLs, internal links, content and title tags, meta description etc.
On page SEO is very important for real estate as it is observed that many a times pages are not optimize and if they are optimized the keywords are not added to rank on search engines.
So make sure you do property keyword research and use relevant keywords to rank on search engines.
Off Page SEO
Off page SEO includes list of different activities that you do outside your website. These activities generally includes the link building pointing to your website to increase the traffic, authority, relevancy of your website.
Off page SEO is vast but not restricted to link building exercise only and its very important to rank your website higher in search queries. Though Off page activities takes a lot of time but are very important for any website to create the authority in the domain.
Real estate SEO services
Today, many of the companies don’t have in house teams for SEO or related to any specific skill of digital marketing. Hence, they struggle to achieve their business Goal.
To solve this problem, companies or real estate agents have 2 options either to have a deal with real estate SEO companies or hire a freelancer SEO expert.
Real Estate SEO Company
You can hire a real estate SEO company, if you have many products or you are an E commerce company, who have to work on different products all the time and sale is totally dependent on online searches than in this case its always suggested to go with a SEO agencies.
These agencies has different packages as per the requirement of client. A agency can charge a monthly retainer from Rs. 20,000/- to Rs 1,00,000/- depending on the time of assignment.
Real Estate SEO Expert
Its always better to have a freelancer person, if you are a small company, start up or a mid sized company, who deals in offline sales or offline and online sales.
SEO Expert can work with your team and they are expert in their filed and know the job better, they work in individual capacity so their work is not dependent on any one else and they work hard to deliver results in their niche of SEO.
SEO expert can charge from Rs.10,000/- to Rs. 50,000/- depending on type of assignment and duration.
SEO can be a game changer strategy in long term for any developer or real estate agent but here the important point that we should keep in mind is consistency in working on SEO and right investment to get the organic traffic & leads.
SEO in long run can save your marketing cost and increases the ROI as organic leads always have more potential than paid leads.
So, make sure you invest in SEO and maintain the consistency in efforts.
If you want to know more and discuss about SEO for your company, you can contact me to discuss the same.
Can we do SEO for Free?
If you know how to do SEO, to a certain extent yes. You can do it for free but if you are looking forward to using different tools which are paid tools for SEO. SEO can cost you so much money on a monthly or yearly basis.
How to find real estate keywords for SEO?
To find real estate keywords for your company. You can research it online or you can use tools to find keywords and also track the competition keywords. You can also use your brand and project-specific keywords along with locality.
Best real estate SEO keywords for 2021 ?
The best SEO keywords can be brand keywords, long-tail keywords related to the project, and low competition keywords.
For e.g. Lodha Amara (Brand Keyword),
2 BHK homes in Thane (Product + Locality Based Keyword),
Ready to move in 2 bhk homes in Thane West (Long Tail Keyword).
What is real estate SEO?
Real Estate SEO is the strategy to optimize the content and website to make it rank online on search engines to generate traffic and leads.
How to do keyword research for a real estate website?
Which are the best real estate SEO Companies?
What is local SEO for real estate agents?
Local SEO is the listing of a business name, address, and phone number on different websites. Which will help you to appear in local searches. Local SEO is very important for estate agents.
Does SEO work for realtors?
Yes, real estate is more of a local business and people search for their home online most of the time. So, SEO not only helps realtors to rank in searches for particular keywords related to their product, and through local SEO they can also rank in local searches too.
Does SEO help for real estate lead generation?
Yes, SEO helps you to get organic traffic to your website, which searches for homes online or searches for homes in the same locality of your project.
How much should small real estate agents spend on SEO?
It depends on your business goal if you have a website with multiple projects in the same or different locality. You can plan it accordingly and a minimum of Rs.10,000/- you should invest in a single project to get organic traffic or else you can spend a minimum of Rs. 25,000/- and work on multiple projects and keywords.