Most real estate agents rent their leads — from portals, lead-gen companies and brokerage referral programs. Your own website, ranking in Google and supported by targeted ads, is a lead source you own. The key is to compete where portals are weak: hyper-local expertise.
Large portals dominate generic searches. Agents win on specific, local and seller-focused searches such as:
Create a rich page for every area you actively sell in: lifestyle, schools, commute, amenities, typical home styles, price trends (from reliable sources, with dates), current listings and your own recent sales there. These pages attract buyers early in their search and show sellers you know the market.
Seller leads are often the most valuable. Build:
Google treats real estate as a housing category. In the USA and Canada, housing ads can’t be targeted by age, gender, parental or marital status, or ZIP/postal code, and some audience options are limited. That doesn’t make ads ineffective — it means keyword intent and landing pages do the heavy lifting.
| Campaign | Example keywords | Landing page |
|---|---|---|
| Seller leads | “sell my house [city]”, “home value [city]” | Valuation request page |
| Buyer leads | “homes for sale [neighbourhood]”, “[building] condos for sale” | Neighbourhood or building page with listings |
| Agent search | “realtor near me”, “real estate agent [city]” | About/agent page with reviews |
| Brand | Your name and brokerage | Homepage |
Track calls, form submissions and valuation requests, then follow up fast — speed-to-lead is often what converts online enquiries into clients.
| Timeframe | Focus | What you should see |
|---|---|---|
| Weeks 1–2 | Audit, tracking setup, Google Business Profile fixes, technical errors | A written plan, working call and form tracking, a cleaner profile |
| Weeks 3–6 | New or improved service and location pages, listings cleanup, review process | Better visibility for your brand and long-tail searches, more profile actions |
| Weeks 7–12 | Content, internal linking, local links, ongoing optimisation | Growing impressions and clicks in Search Console and more enquiries from organic search |
Competitive terms in large cities keep improving beyond the first quarter. What matters is a steady upward trend in calls, bookings and qualified enquiries — not a single ranking on a single day.
Forelskets builds real estate websites and runs SEO and Google Ads for agents and brokerages in the USA and Canada.
Rarely for broad terms like "homes for sale in Toronto". Agents win with specific, local content the portals don’t cover well: neighbourhood guides, condo building pages, school-area guides and market updates written by a local expert.
Yes. In the USA and Canada, Google’s housing ad policy limits targeting options — for example, you can’t target by age, gender, family status or postal code for housing ads. Campaigns must be built within those restrictions.
Both matter, but seller leads are usually more valuable. Home valuation pages, "what is my home worth" tools and neighbourhood market reports are strong seller-lead magnets.
An IDX or listings feed helps buyers search homes on your site and keeps them coming back, but on its own it creates duplicate content. Combine it with unique neighbourhood and market content for SEO value.
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