The short version
- Set up a Google Business Profile in your own name, because Google treats real estate agents as individual practitioners who can have their own profile.
- Ask every client for a Google review within a week of closing, because 43% of recent buyers found their agent through a friend, neighbor or relative, and a referral who searches your name should find recent reviews.
- Write one page for each neighborhood you sell in, with facts about homes, prices and commutes, and describe the place rather than who should live there to stay within fair housing advertising rules.
- Answer the questions sellers type into Google, like what their home is worth and what agents charge, because those searches come from people who are close to picking an agent.
- of recent home buyers bought through a real estate agent or broker, according to NAR's 2025 buyer and seller survey.
- 88%
- National Association of REALTORS
- of recent buyers found their agent through a referral from a friend, neighbor or relative.
- 43%
- Virginia REALTORS
- of recent sellers picked an agent they were referred to or had worked with before.
- 66%
- Virginia REALTORS
Build your SEO plan for real estate agents
Choose what to tackle first. Your business details fill the templates, and completed checklist tasks leave your next-task list.
Your next tasks
1
Claim a Google Business Profile in your own name
Google lists real estate agents as individual practitioners who can have their own profile. It is the box that shows your photo, reviews and phone when a referral searches your name.
Start here: Go to business.google.com and search for your name. Claim the profile if one already exists. Estimated time: 45 min.
2
Ask your last 10 closed clients for a review
A referral who looks you up decides in seconds whether to call. Recent reviews that mention a neighborhood or a hard negotiation say more than a star count.
Start here: List every client who closed with you in the last 12 months. Estimated time: 30 min.
3
Make your name, brokerage and phone match everywhere
Buyers see you on Zillow, Realtor.com, Homes.com and your brokerage site. Matching details help Google and buyers see that all these profiles belong to the same agent.
Start here: Write one master line with your name as licensed, brokerage name, office address, direct phone and website. Estimated time: 40 min.
Your personalized template
Google Business Profile, Edit profile, Business description Fill the bracketed details with your own facts.
Google Business Profile description
Your Business is a licensed real estate agent helping buyers and sellers in Your City and nearby towns. I help sellers price their homes from recent local sales, get them ready for photos and showings, and negotiate offers. I help buyers find homes that fit their budget, write clear offers and stay on track from inspection to closing. I work with first-time buyers, move-up buyers and people relocating to Your City. Call or text to talk through your plans. License #[license number], [brokerage name].
504 characters
Take the plan with you
Download your profession's tasks and templates. Your choices stay in this browser.
What the search data tells real estate agents
Aranx compared this page's 14 selected searches. Use the counts to compare customer needs, then choose a topic that fits what you offer. National counts do not tell you how many customers you can reach in your own service area.
Compare searches from people ready to act
- realtor near me
- 90,500
- real estate agent near me
- 40,500
- sell my house
- 5,400
These are the largest reported action searches in this sample, measured as average monthly US searches. A larger count does not mean a page is easier to rank. Match the page to the customer's actual question and your ability to help.
Use seasonality to decide when to prepare
For "realtor near me", September 2025 had 110,000 searches. December 2025 had 60,500. The peak was 1.8 times the low. Compare this pattern with your own season and customer history before scheduling content.
Sources, method and limits
Prepared by Aranx. Search source: Google Ads search volume via DataForSEO, United States, August 2026. We rechecked all 416 distinct customer queries across the 30 playbooks on October 13, 2026. Location: United States. Language: English. Search partners are excluded.
This is an editorial sample, not a complete list or a survey of businesses. Google Ads counts are approximate and can group similar phrases. Ad prices vary by place, time and advertiser. They do not measure organic ranking difficulty or expected revenue.
The seasonal comparison divides the highest monthly count by the lowest in the series. The action-search comparison sorts the reported average monthly counts for searches labeled ready to act. These are Aranx calculations, not customer results.
Download the source data for all playbooks or read the source metric definitions.
Cite this analysis: Aranx, "SEO for real estate agents: search demand analysis", October 13, 2026. Permanent link.
Measure booked appointments over 90 days
Download the results worksheet from the planner. Record your baseline before changing anything. Track website search clicks, inquiries and booked appointments in separate columns.
Use Search Console for website search clicks. Record the source people report and the outcome you can confirm. A click count alone does not show whether more people chose your business.
Note changes to pages, ads, pricing, availability and seasonality. Review the pattern after 90 days and choose your next task. Keep customer names and contact details out of the worksheet.
What your customers type into Google
These are real searches people make when they need real estate agents. The last column is what businesses pay Google for one ad click. When your page ranks on its own, you get that click for free.
| What they type | What they want | Searches a month | Ad price per click |
|---|---|---|---|
realtor near me Ready to hire | Ready to hire | 90,500 | $11.01 |
real estate agent near me Ready to hire | Ready to hire | 40,500 | $9.65 |
first time home buyer Looking for answers | Looking for answers | 33,100 | $9.98 |
how much is my house worth Looking for answers | Looking for answers | 22,200 | $7.34 |
best realtor near me Comparing options | Comparing options | 14,800 | $17.38 |
sell my house Ready to hire | Ready to hire | 5,400 | $149.87 |
how to sell a house Looking for answers | Looking for answers | 4,400 | $31.87 |
buyers agent Comparing options | Comparing options | 2,900 | $8.95 |
listing agent Comparing options | Comparing options | 2,400 | $17.77 |
realtor commission Looking for answers | Looking for answers | 2,400 | $8.56 |
best time to sell a house Looking for answers | Looking for answers | 1,900 | $8.64 |
how to choose a realtor Comparing options | Comparing options | 1,600 | $18.35 |
do i need a realtor to buy a house Looking for answers | Looking for answers | 1,600 | $10.14 |
how much do realtors charge Looking for answers | Looking for answers | 1,000 | $7.94 |
Google Ads search volume via DataForSEO, United States, August 2026.
When people search for “realtor near me”
Searches for realtor near me fell to 60,500 in December 2025 and climbed back to 110,000 in March 2026, so publish your seller pages and refresh your Google profile in January.
Busiest month: September 2025 with 110,000 searches.
Your first week: five tasks
Start here. None of these needs a developer. Tick each task when it is done. Your progress stays in this browser.
0 of 5 done
Claim a Google Business Profile in your own name
45 min
Google lists real estate agents as individual practitioners who can have their own profile. It is the box that shows your photo, reviews and phone when a referral searches your name.
- Go to business.google.com and search for your name. Claim the profile if one already exists.
- Use your real name as the profile name. If several agents work from your brokerage office, leave the brokerage name out, as Google's rules require.
- Choose Real estate agent as the primary category.
- If you work from home and do not meet clients there, hide your address and list the towns you serve as your service area.
- Add a headshot, your license number in the description, and the phone number you answer.
- If Google asks for video verification, film your office sign, your workspace and a document with your name and brokerage on it.
Ask your last 10 closed clients for a review
30 min
A referral who looks you up decides in seconds whether to call. Recent reviews that mention a neighborhood or a hard negotiation say more than a star count.
- List every client who closed with you in the last 12 months.
- Copy the review link from your Google profile.
- Text each client the review request template below, one at a time, from your own phone.
- Ask every client, not only the ones you think were happiest. Never offer a gift card or closing credit for a review. The FTC's 2024 rule bans rewards tied to a positive review.
- Reply to each new review within two days, by first name, without any details about the sale.
Make your name, brokerage and phone match everywhere
40 min
Buyers see you on Zillow, Realtor.com, Homes.com and your brokerage site. Matching details help Google and buyers see that all these profiles belong to the same agent.
- Write one master line with your name as licensed, brokerage name, office address, direct phone and website.
- Update your Zillow, Realtor.com and Homes.com agent profiles to match it word for word.
- Check your agent page on the brokerage site and ask the office to fix any old phone number or email.
- Make sure every profile says you are a licensed agent. NAR's Code of Ethics Article 12 requires your status as a real estate professional to be readily apparent in your marketing.
Put your town in your homepage title
30 min
The title is the blue line people click in Google results. A title with only your name tells Google nothing about where you sell.
- Log in to your website builder and open the homepage SEO or page settings.
- Set the title to the format in the search preview above, with your town first and your name last.
- Write a description of 140 to 155 characters that names your town and one thing you do well for sellers.
- Add your phone number as a tap-to-call link at the top of the page.
- Test the homepage on PageSpeed Insights at pagespeed.web.dev and send the report to whoever runs your site.
Write your first neighborhood page
2 hours
Every agent in your MLS can show the same listings through an IDX feed, which is the tool that pulls MLS listings onto agent websites. A page written from what you know about one neighborhood gives Google something the portals do not have.
- Pick the neighborhood where you have the most sales or listings.
- Follow the neighborhood page outline in the templates below.
- Add facts: recent sale price range, typical lot size, commute times, parks, and the school district name with a link to its official site.
- Describe the homes and the area, not the people. Phrases like "perfect for families" state a preference and can break fair housing advertising rules.
- Link the page from your homepage and link it to your IDX search for that neighborhood.
Your 90-day SEO plan for real estate agents
After the first week, work through one phase at a time. Most businesses see their Google Business Profile move first and their website pages later.
Weeks 1 to 2
Get found by name
Anyone who hears your name from a friend finds a complete profile with recent reviews.
- Finish the five first-week tasks.
- Add 10 photos to your Google profile: headshot, office, you at listings, and local spots near the homes you sell.
- Post on your Google profile once a week with a new listing, a recent sale or a short market note.
- Add the Equal Housing Opportunity logo or slogan to your website footer.
- Put your brokerage name and license number in your website footer and email signature if your state requires it.
Weeks 3 to 4
Build pages for sellers
People who are thinking about selling find you before they call anyone else.
- Write a home value page for your town with a short form and a plain explanation of how you price homes.
- Write a listing process page that walks through prep, photos, showings, offers and closing, with a rough timeline.
- Write a plain page on commissions and written buyer agreements. Since August 17, 2024, buyers working with NAR members sign a written agreement after choosing an agent, and many buyers search for what that means.
- Ask five more past clients for reviews.
- Reply to every new Google review within two days.
Month 2
Own your neighborhoods
Each area where you want listings has one useful page with current numbers.
- Write two more neighborhood pages with the same outline.
- Add a quarterly market update to each page with median sale price and days on market from your MLS.
- Ask a local lender, home inspector and title company to link to your neighborhood guides from their resource pages.
- Film a 60-second drive or walk through each neighborhood and add it to the page and your Google profile.
- Open Google Search Console and note pages that get many views in search but few clicks.
Month 3
Answer the questions buyers ask
Your site gives straight answers to buyers and sellers before they choose an agent.
- Publish three posts from the blog ideas list, starting with first-time buyer and home value topics.
- Rewrite the titles of pages that get views but few clicks in Search Console.
- Add a short FAQ to your seller page and buyer page.
- Update every neighborhood page with the latest quarter's numbers.
- Check your Google profile photos, hours and service area, and fix anything out of date.
Copy-paste templates
Edit the parts in brackets, then paste. Each template follows the platform's rules and character limits.
Fill in your details once. Every template updates.
Google Business Profile description
Google Business Profile, Edit profile, Business description
Your Business is a licensed real estate agent helping buyers and sellers in Your City and nearby towns. I help sellers price their homes from recent local sales, get them ready for photos and showings, and negotiate offers. I help buyers find homes that fit their budget, write clear offers and stay on track from inspection to closing. I work with first-time buyers, move-up buyers and people relocating to Your City. Call or text to talk through your plans. License #[license number], [brokerage name].
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Review request text message
Text message to a client within a week of closing
Hi [first name], this is [your name] from Your Business. Congratulations again on closing! Would you share a short Google review about working with me? It helps other buyers and sellers in Your City. [review link]
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Reply to a negative review
Public reply to a negative Google, Zillow or Realtor.com review
Thank you for taking the time to share this. I am sorry the experience did not meet your expectations. I keep every client's transaction details private, so I will not discuss them here. I would like to talk this through with you directly. Please call me at [phone] or email [email]. [Your name], Your Business
311 characters
Neighborhood page outline
A new page on your website for one neighborhood
Suggested page title Living in [neighborhood], Your City. Homes, prices and what to know 1. Two sentences on where [neighborhood] is and what the homes look like. 2. Homes: common styles, years built and lot sizes. 3. Prices: median sale price and days on market for the last quarter from the MLS, with the date. 4. Getting around: drive times to downtown Your City, the nearest highway and transit. 5. Parks, shops and places you visit yourself. 6. Schools: the district name and a link to its official site. No ratings or opinions. 7. Homes for sale now: a link to your IDX search for [neighborhood]. 8. Three questions clients ask you about this area, with short answers. 9. Closing line: Thinking of selling in [neighborhood]? Ask Your Business for a free price estimate. Write about the homes and the place. Do not say who the area is "perfect for".
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Google post for a new listing
Google Business Profile post, for your own or your brokerage's listings only
Just listed in [neighborhood], Your City. This [beds] bed, [baths] bath home has [one standout feature]. Open house on [day and time]. Call Your Business for details or a private showing. Equal Housing Opportunity.
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12 blog posts your customers are searching for
Each post answers a question people ask Google before they choose a business. One helpful post a week adds up to a site that ranks for hundreds of searches.
How much is my house worth? How a local agent prices your home
Search: “how much is my house worth”Looking for answers
First-time home buyer guide for our area: programs, costs and steps
Search: “first time home buyer”Looking for answers
How much do realtors charge after the 2024 NAR settlement?
Search: “how much do realtors charge”Looking for answers
Who pays the realtor commission, and can you negotiate it?
Search: “realtor commission”Looking for answers
What a buyer's agent does vs a listing agent
Search: “buyers agent”Comparing options
Do you need a realtor to buy a house? What changes if you go alone
Search: “do i need a realtor to buy a house”Looking for answers
The best time to sell a house in our town, based on local sales
Search: “best time to sell a house”Looking for answers
How to sell a house in 10 steps, from prep to closing
Search: “how to sell a house”Looking for answers
12 questions to ask before you choose a realtor
Search: “how to choose a realtor”Comparing options
What a written buyer agreement says and what to check before you sign
Search: “written buyer agreement”Looking for answers
Cash offer or list with an agent? What you net from each
Search: “sell my house”Comparing options
What does a listing agent do to sell your home?
Search: “listing agent”Looking for answers
No time to write them?
Aranx finds the searches your customers make, writes posts like these in your voice with images and links, and publishes them to your WordPress or Shopify blog on a schedule you set.
See how Aranx worksHow to show up in ChatGPT and Google AI answers
Buyers and sellers can ask ChatGPT or Google's AI Overviews questions like "who sells the most condos in [town]" or "what does a buyer agreement mean". These tools build answers from pages they can read: your website, your Google profile, your reviews, and your profiles on Zillow, Realtor.com and Homes.com.
To be named, give these tools plain facts to repeat. State on your site the neighborhoods you sell in, how many homes you sold there last year, and the types of homes you know well. Keep your name, brokerage and phone the same on every profile, so the tools see one agent and not three.
Put a one-sentence answer at the top of each guide, then the detail. Reviews that mention a neighborhood by name give AI tools a second source that agrees with your site.
Listings and directories to consider
Customers find you on these sites, and Google checks them to confirm your business details. Use the same name, address and phone number on every one.
Many buyers browse homes here. Claim your agent profile, add your past sales, and ask closed clients to review you there too.
Realtor.com(opens in a new tab)
Your agent profile here appears next to your listings. Match your name, brokerage and phone to your Google profile.
Another major home search site with agent profiles. Keep your photo, phone and service areas current.
NAR Find a Member directory(opens in a new tab)
If you are a REALTOR member, check that your record shows your current brokerage and contact details.
Google Business Profile(opens in a new tab)
Your free profile in Google Search and Maps. It shows your reviews when people search your name.
Bing Places(opens in a new tab)
Feeds Bing search and maps. You can import your Google profile to save time.
Apple Business Connect(opens in a new tab)
Controls how you appear in Apple Maps on iPhones. Add your photo, phone and hours.
5 SEO mistakes real estate agents make
Putting the brokerage name in your Google profile name
If other agents work from the same office, Google's rules say your profile name should include only your name. The brokerage uses its own profile for the office.
Neighborhood pages that describe the ideal buyer
Phrases like "perfect for young couples" state a preference and can break fair housing rules. Describe homes, prices, commutes and parks instead.
Treating the IDX feed as your whole website
Every agent in your MLS can show the same listings. Add pages only you can write, like neighborhood guides, your sales history and answers to client questions.
Copying other brokers' listings onto your site or social media
NAR case interpretations say publishing another broker's listing without authority breaks Article 12. Use your IDX feed or get the listing firm's permission.
Rewarding clients for good reviews
Do not tie a gift, discount or closing credit to a positive review. The FTC's 2024 rule bans it. Ask every client the same way and let them say what they want.
Questions real estate agents ask about SEO
How long does SEO take for a real estate agent?
Your Google profile can show up for your own name within days of verification. Showing in the map results for realtor searches in your town usually takes months of steady reviews and weekly posts. Neighborhood pages often take three to six months to rank, because portals and large brokerages compete for the same searches. Agents who add one useful page a month and keep asking every client for a review tend to see the steadiest gains.
Can I have a Google Business Profile if I work from home?
Yes. Google treats real estate agents as individual practitioners. If you meet clients at your brokerage office during set hours, you can use that address. If you work from home and do not meet clients there, set up a service-area profile and hide your home address. Do not use a virtual office or a mailbox address. Google does not allow them and can suspend the profile.
Should I pay for portal leads or invest in SEO?
They do different jobs. Paid portal leads can bring conversations this month, but they stop when you stop paying. SEO builds pages, a Google profile and reviews that you own, and they keep working after you stop spending, but results take months. Many agents keep a small paid budget while they build their profile and neighborhood pages, then lower the spend as calls from Google grow.
Do I need a blog as a real estate agent?
You need answers, not a diary. A post that explains what homes in your town sold for last quarter, how written buyer agreements work, or what a seller pays at closing matches real searches. Posts about national headlines or your weekend rarely bring calls. Aim for one useful post or neighborhood update a month, and keep older posts current with new numbers.
Is my brokerage website enough for SEO?
It helps, but it promotes the brokerage first. Your agent page on the brokerage site is one of many and often uses the same template text as every other agent. Your own website, your own Google profile and your own reviews let people find you by name and by neighborhood. If you change brokerages, your own site and profile move with you.
What can I write in neighborhood pages without breaking fair housing rules?
Write about the property and the place: home styles, recent sale prices, lot sizes, commute times, parks and shops. Name the school district and link to its official site instead of ranking schools yourself. Avoid words that say who should live there, such as "perfect for families" or "ideal for young couples". Fair housing law bans housing ads that state a preference based on a protected class.
How many Google reviews does a real estate agent need?
There is no fixed number. What helps most is a steady flow of recent, specific reviews. A referral who sees reviews from last month that mention a street, a first home or a tough negotiation gets a clear picture of how you work. Ask every client within a week of closing and you will build that flow without a special campaign.
Sources
- Google Business Profile Help: Guidelines for representing your business on Google
- National Association of REALTORS: NAR 2025 Profile of Home Buyers, Sellers Reveals Market Extremes
- Virginia REALTORS: Key Takeaways from NAR's 2025 Profile of Home Buyers and Sellers
- National Association of REALTORS: 2026 Code of Ethics & Standards of Practice
- National Association of REALTORS: Case Interpretations Related to Article 12
- National Association of REALTORS: Consumer Guide to Written Buyer Agreements
- National Fair Housing Alliance: Understanding the Impact of the Fair Housing Act on Advertising
- Federal Trade Commission: Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials
Search data: Google Ads search volume via DataForSEO, United States, August 2026. Facts checked on .