How Real Estate SEO Helps Agents Stop Relying on Portals and Take Back Their Leads

For many real estate agents globally, property portals like Rightmove, Zillow, Green Acres and Realtor (the list goes on!) have been a necessary part of their marketing strategy. These platforms offer broad exposure, but they also come with increasing costs and limited control over leads. As prices rise, agents often feel they have no choice but to keep paying, even as their own brand takes a backseat.

But there’s a way to reduce reliance on third-party platforms while generating high-quality leads directly. That’s where SEO (Search Engine Optimisation) for real estate comes in.

Why Over-Reliance on Property Portals is a Problem

Property portals dominate search results, leaving agents to compete for visibility within their ecosystem. This creates several challenges:

• Rising Costs: Many agents face annual fee increases with no guarantee of better results.
• Lack of Control: Leads often go through the portal first and potential clients may be shown competing listings.
• Brand Dilution: Instead of building recognition for their own business, agents end up promoting the portal’s platform.

SEO provides a long-term, sustainable way to generate leads directly from search engines, without having to rely solely on third-party portals.

How SEO Helps Real Estate Agents Take Back Control

1. Make Property Listings Visible on Google: Optimising your listings for search engines ensures they show up when buyers search for homes in your area. Use clear, keyword-rich property descriptions, high-quality images with alt text and structured data markup to help search engines understand and display listing details effectively.
2. Build a Local Online Presence: Real estate is often local and your SEO strategy should reflect that. Create neighbourhood guides, market trend reports and community-focused content. When buyers search for information about specific areas, your website can become the go-to resource.
3. Improve Website Speed and Mobile Experience: Slow websites frustrate users and hurt rankings. A well-optimised, mobile-friendly site keeps potential clients engaged and makes it easier for search engines to recommend your pages.
4. Optimise for Google Business and Local Searches: Claiming and optimising your Google Business Profile helps your agency appear in local search results and on Google Maps. Encourage satisfied clients to leave reviews, as positive ratings can improve visibility and trust.
5. Create Valuable, Shareable Content: Go beyond listings – write insightful blog posts, record video walkthroughs, or create downloadable resources for buyers and sellers. Providing helpful content builds authority and attracts visitors who may become future clients.

A Long-Term Strategy for Lead Generation

Unlike paid ads or portal listings, SEO is an investment that compounds over time. By focusing on search visibility, agents can build a sustainable source of direct traffic, reduce their dependence on third-party platforms and regain control over their leads and brand.

The real estate landscape is always changing and agents who take proactive steps today will set themselves up for long-term success.

Frequently Asked Questions (FAQs)

1. How long does it take for SEO to generate leads?
SEO is a long-term strategy. While some improvements can be seen in a few months, significant lead generation typically takes six months to a year, depending on competition and effort.

2. Can SEO completely replace property portals?
SEO can significantly reduce dependency on portals, but many agents still choose to use a mix of both strategies for maximum exposure.

3. What are the key SEO strategies for real estate agents?
Key strategies include optimising property listings, building local authority with content, improving website speed and leveraging Google My Business for local search visibility.

4. Do I need to update my website regularly for SEO?
Yes, search engines favor fresh, relevant content. Regular updates, blog posts, and new listings help maintain and improve rankings.

5. Is SEO expensive?
SEO can be cost-effective compared to paid ads or portal fees. While initial investment is required, the long-term benefits often outweigh the costs.

Complete Guide to SEO for Real Estate Agencies

For more in-depth guidance on how to implement these strategies and optimise your real estate SEO effectively, check out our free guide to SEO for real estate. It provides a step-by-step approach, complete with a detailed checklist to help you put these practices into action and improve your online presence. Get your free guide now!