For real estate agents ยท SEO & local listings
Local SEO for real estate agents.
Sellers search your name. Buyers search an area plus agent. Both land on your Google profile and reviews first, and more and more often on an AI assistant's summary of you.
Or text (508) 546-9942
Slide it
You vs. Jane Doe Realty.
Left is where you show up today. Right is Jane Doe Realty, on page one. Drag the line, then hit the button.
Page 10 on the left. That is the problem.
Page 10 of results
Find a pro near you. Compare. Call. Repeat.
Listing 4,012 of 9,800.
Copyright 2014. Call for a quote. Under construction.
8 9 10 11 12
Family owned. Call for a quote. Serving the area.
Reviews
Find a pro near you. Compare. Call. Repeat.
Listing 4,012 of 9,800.
Illustration. Joe is made up. Your competitor is not.
The real estate brokerage version
Why it matters.
Individual agents can have their own Google Business Profile, separate from the brokerage's, as long as it follows Google's guidelines. Plenty never set one up, or set one up and abandon it. A complete profile with recent reviews from sellers and buyers appears when someone searches your name before a listing interview, which is exactly when it counts.
Search is also changing shape. BrightLocal's 2026 Local Consumer Review Survey found 45% of consumers use AI for local business recommendations, up from 6% in 2025. Those tools summarize whatever they can find: your profile, your reviews, your site. Consistent, specific information about where you work and what you do makes you easier to recommend.
What I would build
For a real estate brokerage.
Google Business Profile claimed, categorized and filled properly for you as an agent, with your service area, brokerage identification and recent photos of real listings.
A real page per service and per area you serve, with what you know about the housing stock, commute patterns and amenities. Facts about places, never claims about who lives there.
A review request that fires after every closing, so your profile stays current and reviews mention specifics like communication, pricing advice and how the listing was marketed.
Your name, brokerage, phone and photo made consistent across directories and agent profiles, with schema markup matching what is on your pages. Search Console connected, and checked.
The mistake I see
Writing area pages that steer
Neighborhood pages that describe who lives in an area, which families it suits, or rank schools as a selling point can cross into steering. They also read as generic. Describe the housing stock, the walkability, the commute, the parks and the local businesses. That is safer under fair housing rules and better for search.
What you get
SEO & local listings.
Local search is mostly unglamorous maintenance done consistently: correct listings, real reviews, pages that answer the actual question.
- Google Business Profile claimed, categorized and filled properly
- Listings corrected and made consistent across the web
- A real page per service and per town you serve
- Schema markup that matches what is on the page
- A review request that fires after every job
- Search Console connected, and checked
How it goes
For a real estate brokerage, step by step.
→ Keep scrolling. It moves sideways.
Audit
What is wrong, what is missing, what is costing you.
Fix the profile first
One dropdown moves more than most of the rest combined.
Build the pages
Real local content, not the same page with the town swapped.
Keep it current
The maintenance is the work. It is not a one-off.
Step five is you.
The free Receipt shows what your real estate brokerage should fix first. About half a minute, no card.
Print my Receipt →
Questions
What real estate agents ask.
Can I have a Google profile separate from my brokerage?
Generally, yes. Google allows individual practitioners like agents to have their own profiles, following its guidelines on naming and addresses. Your brokerage may have its own policy too, so check with your managing broker. Set it up correctly once, because a suspended profile is harder to fix than a correct one is to build.
Do neighborhood pages still help with search?
Real ones do. A page that reflects actual knowledge, like which streets have older capes versus newer construction, how the area handles winter commutes, or what changed recently, is useful to buyers and to search. A templated page with the town name swapped helps neither.
How do I get more reviews when I only close a handful of deals a year?
Ask every client at closing, and also ask past clients who never left one. A short, personal request with a direct link works better than a generic email. Because your volume is lower, each review carries more weight, so make the ask part of your closing routine rather than an afterthought.
Everything else
Other services for real estate agents.
Where I work
Southeastern Massachusetts and Rhode Island.
Start here
See what your customers see.
The Receipt looks your real estate brokerage up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942