Real estate marketing
SEO for
real estate agents.
SEO for real estate agents is about vendors, not buyers. The portals own listing searches: realestate.com.au reports 12.7 million monthly users. Agents win on searches like 'real estate agent [suburb]', 'how much is my house worth' and 'best time to sell', with suburb pages built on real local sales, a complete Google Business Profile and fresh reviews.
Written by Dan Picken, a marketer who checks the sources. Last checked 2 November 2026.The portals
own buyers.
realestate.com.au's own figures show 12.7 million monthly users and 146.4 million visits a month. Domain is the other big portal. For 'house for sale [suburb]', an agency site rarely beats them, and doesn't need to.
Where agencies can win is the vendor side: 'real estate agent [suburb]', 'how much is my house worth [suburb]', 'property appraisal [suburb]' and the questions sellers ask before they choose.
Suburb pages
that aren't copies.
A suburb page earns its place when it has things only a local agent knows: recent sales you handled, the streets buyers ask about, what buyers there want.
Copy the same page for 20 suburbs with the name swapped and it helps nobody, including you. Google's guidance asks for non-commodity, people-first content.
Which suburbs
earn a page?
Add your suburbs one at a time and tick what you genuinely know about each.
Suburb page planner
Which suburbs
earn a page?
List your suburbs, one per line, and tick what you genuinely know about the first one. Repeat for each. A suburb with fewer than three real facts is better covered on a nearby page.
Your plan
Nothing is saved or sent. Copy your result when you're done.
Google Business
Profile.
'Real estate agent near me' is decided largely in the map results. A complete profile, with the right category, service areas, photos and recent reviews, matters more there than any page. Businesses must deal with customers in person during stated hours to be eligible, which agencies usually do.
Ask every seller for a review at settlement, and reply to them. The ACCC's rules on reviews apply.
Agent
pages.
Before an appraisal, vendors search the agent's name. If the agency site has no page for that agent, the portal profile is what they find.
Give every agent a page with their recent sales, suburbs, reviews and a photo. Mark it up with structured data so search engines know it's a person who works for the agency.
It's also what AI tools find when someone asks about a particular agent, so keep it accurate and current.
AI
search.
People ask AI tools what their home is worth and how to choose an agent. realestate.com.au now has an app inside ChatGPT for searching listings, so buyers increasingly meet portal data in AI answers.
For agents, the play is the same as for Google: clear, accurate local information, consistent details everywhere, and pages that answer what sellers ask.
What I see most often
What I'd check first
in agency SEO.
- 1
Copied suburb pages
The same text on every suburb page with the name changed.
- 2
Listings as the only content
A site made of listing pages that expire, so nothing builds up over time.
- 3
No agent profiles
Agents with no page of their own, so searches for their name go to the portals.
The honest bit. SEO takes months, and the portals will always own most buyer searches. It's worth it for the vendor searches, which are the ones that win listings.
Questions
people ask.
Can a real estate agency outrank realestate.com.au?
Rarely for listing searches. Agencies can win vendor searches like 'real estate agent [suburb]' and 'property appraisal [suburb]'.
Do suburb pages still work?
When they contain real local information, like recent sales and what buyers want. Copied pages with the suburb swapped don't help.
Should each agent have their own page?
Yes. Searches for an agent's name are common before an appraisal, and a page on your own site gives you control of what people find.
How do agents get recommended by ChatGPT?
By being clear and consistent about who they are and where they work, publishing accurate local information, and earning reviews and mentions elsewhere.
Related
Keep
going.
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