The Complete Guide to Keyword Optimization for Real Estate Agents

Keyword Optimization for Real Estate Agents

How to Find the Best Real Estate Keywords

Real Estate SEO is critical.

There are (inexcusably) far too many professionals out there that spend a large portion of their time learning the real estate business and doing traditional prospecting and not enough time learning SEO.

Let’s face it, most people don’t find their real estate agent by receiving a postcard in the mail or a knock on the door.

Even if you shoot for expired listings, people prefer a phone call over having a stranger knock on their door any day.

As a real estate agent, you will need to learn SEO in order to access new clients and keep your current ones engaged. One of the most important aspects of SEO is keyword optimization. Keyword optimization is the term used to describe finding the best keywords through research and using keyword analyzing tools.

If you are a real estate professional, you will need to learn how to find the best real estate keywords for your industry and local area.

Learning the most relevant and money-making keywords is important when creating content and when advertising.

Perhaps you are reading this because you have a blog that isn’t getting much traffic, or maybe you are you using Google AdWords for your real estate business but aren’t getting any leads. This could be a sign that you aren’t spending enough time or using the right tools to find the correct keywords.

Why Keyword Optimization Is Important in The Real Estate Industry

Keyword Optimization
Keyword Optimization
Keyword optimization is important for any industry, but for anyone who is in a sales related industry such as real estate, keyword optimization is 100% necessary.

Knowing what keywords to use for advertising and content creating is the difference between getting only a few leads to being the lead real estate agent in your area.

Here Are Some Types of Keywords to Search for When Looking for Real Estate Keywords:
Neighborhood keywords
Community keywords
New home keywords
Relocation keywords

Keyword Optimization - Where to Go, How to Find the Best Real Estate Keywords

There are so many options when it comes to keyword optimization tools. We are going to start with a very popular keyword tool, Google AdWords’ Keyword Planner.

Google’s Keyword Planner tool is free to use but also can be used as a tool to find keywords for your Google advertisements. If you choose to advertise you can select the keyword you want to use right from the tool, or just use it to find keywords for your blog content and/or other advertising platforms.

What I also like about this tool is that it’s run by the Internet’s top dog, Google. If anyone knows what keyword phrases are being searched for, it’s Google. Let’s dig a little deeper into this tool…
Best Keywords
Best Keywords

Using Google AdWords To Select Real Estate Keywords

Advertising on Google AdWords for real estate agents is different than advertising on social media. Additionally, finding keywords using their Keyword Generator tool verses another tool is different too.
Google Keywords
Google Keywords

Advertising and Keyword Optimization on Google - Why It’s Better

When you advertise on social media, your reach is mostly based on demographics. However, Google does things a little differently. Since people go to Google to search for what they need, by advertising on Google you can be sure that you are reaching people who are actively searching to buy or sell real estate.
Real Estate Keywords
Real Estate Keywords

Learn All About Google AdWords Keyword Planner

Keyword Planner
Keyword Planner
Google’s keyword planner is a free tool that advertisers can use to find their best-matched keywords, so even if you don’t pay for an advertisement through Google you can use this tool. All any advertiser needs to go is create an AdWords account.

Hot Tip: Google AdWords usually offers a free $100 credit when you spend your first $25 on Google AdWords. If they don’t offer you the credit right off the bat, there are usually promo codes online.

How to Use Google AdWords Keyword Planner

If You Already Have an Account…

When logged into your account, simply go to the drop-down options, select “tools” then select “planning” then “keyword planner and “find new keywords”.

Once you get there, you need to pick some keywords related to your industry. If you can’t think of anything, you can add a URL from a related industry. For example, if you are a real estate agent, you could enter a real estate agency near you to see what keywords they are using. You can also choose a famous real estate blog if you want ideas on blog content.

Example: In Google AdWords’ Keyword Planner, I looked up a well-known real estate blog. My search yielded 2499 results. Here is one of them:
Google Adwords Keyword Planner
Google Adwords Keyword Planner
There are a few important terms to notice when using Google’s Keyword Planner tool. Here’s What They Mean and Why They Are Important

Average Monthly Searches

This term speaks for itself. This is the average amount of times people search for this exact phrase on Google.

For larger cities such as Minneapolis, you want to make sure that there are at least 1000 searches a month for that keyword. Smaller cities and towns may have less than 1000 average monthly searches for their top keyword phrases, and that’s ok.


This is very important. Most of the time, you want to select keyword phrases that aren’t high competition. If you can, select keyword phrases that are low competition, there are usually many to choose from, depending on the area you sell in.
Keyword High Competition
Keyword High Competition
For example, “Homes for sale” is medium competition. If you are a real estate professional, I would suggest using this keyword only in a blog. Since it is medium competition, it is obtainable but not the best option.

However, for advertising, I’d suggest using a more niche keyword that fits the area you are selling in, such as “homes for sale in Minneapolis, Minnesota” or “Luxury Condos in Chicago, Illinois”.

When selecting a niche keyword, never choose one that is high competition.

La flats for sale, for example, has low average monthly searches but high competition. If you are a real estate professional in Los Angeles, you probably don’t want to choose this keyword for your blog content or advertising efforts.
Google Adwords Keyword Competition
Google Adwords Keyword Competition
Ad Impression Share

Only for when you are monitoring the health of your campaign. This isn’t anything to worry about unless you go ahead and set-up a campaign.

Top of Page Bid (Low Range)

This shows the lower range of what advertisers have paid to have this keyword phrase be on top of Google’s homepage.

Top of Page Bid (High Range)

Exact opposite. This shows the low range of what advertisers are willing to pay for having their advertisement placed on top of Google’s homepage with this keyword phrase.

If You Are Setting Up A Campaign Through Keyword Planner

The Keyword Planner is a great tool for coming up with keywords for your blog content. However, if you are advertising through Google AdWords, there are other options you can also look at when thinking about advertising.

Another Option When Advertising in Google AdWords- Broad Match

If you are setting up a campaign, using broad match may be a better system to find the keywords for your campaign.

Broad match is another beneficial option when setting up an AdWords campaign.

When I first started learning about Google AdWords and setting up advertisements, my colleague told me about the Broad Match advertising technique.

Basically, you enter a broad keyword related to your industry and your ad will display with relevant search inquiries, even if they weren’t selected on your keyword lists.

What’s really beneficial about this type of advertising is that Google will show you what search terms led to your ad, and these search terms can be then used when using a phrase match or using exact match in future advertisements (since you know that people saw your ad when searching those keywords).

When you select broad match, your ads will automatically run on relevant variations of the keywords you selected, even if they aren't in your keyword lists. This type of advertising helps focus your spending on keywords that work. By selecting broad match advertising, you can see what keyword variations have the most successful results.
Successful Results
Successful Results
Important Note: You will need to have a Gmail account to setup a Google AdWords account, and setting up a Google AdWords account can be tricky. The first time I set up my account, I started a campaign that I could not leave until completely set up. I had to call customer service to have them sort it out.
What I’ve learned is if you used it before and pressed the “guided setup” when creating an account, it will automatically go to the campaign setup. If this happens, open an incognito window and re-login. At this point, Google won’t be viewing your search history and therefore you will be able to log in and select the keyword planner tool.

If you are just creating an account, to avoid this inconvenience, simply skip the guided setup.

You should never have to pay for an ad to just use the Keyword Planner tool, which is free.

Using Other Keyword Generator Tools for Real Estate Agents

There are a few cons to using Google’s Keyword Planner. For example, you can’t really pinpoint trends. For trends I would suggest using Google Trends, which is exactly designed for that purpose.
Remember, Google pretty much controls the internet. They are the top dog of advertising and content creation. They know what people are interested in, as well as what they are searching for.

Here Are Some More Cons to Using Google AdWords for keyword Optimization:
As Rand Fishkin points out- the volume numbers can have an extremely wide range and the volume can also be completely off. So, it’s safe to say that this feature isn’t 100% reliable.
Low competition does not mean easy to rank for. When you are looking for keywords to write your content, low competition keywords aren’t always the easiest keywords to rank for.
Since the Keyword Planner tool is a tool that Google essentially uses to help advertisers find keywords for their ad campaigns, the keywords that are suggested may be suggested to increase your ad budget instead of based on relevancy.

If the cons described above are off-putting to you, you may want to try another keyword tool or use both Google AdWords alongside another keyword optimization tools.

Alternatives to Google’s Keyword Planner tool:


Moz has a very useful keyword optimization tool called “keyword Explorer”. Moz claims to have a 95% accuracy rate with this tool in terms of volume. You can expect a high level of accuracy when using this tool as I’ve used it myself and found it very useful.


They also have a tool called “Keyword Explorer”. Ahrefs tool happens to be my favorite one because they go above and beyond by using clickstream data to get as much accurate information possible.

According to a study done by Human Proof Designs, Google Keyword Planner had one 590 phrase match keyword ideas for the keyword “iphone” while Ahrefs had almost 4 million!

Ahrefs is what I currently use to find most of my content creation keywords.


KWFinder is a tool specifically designed for keyword searches. What I like about this tool is that it’s very easy to use. It has all of the information that you need-volume, difficulty, etc. If you're new to keyword optimization you may want to start with this tool as I did when I begin creating content.
Most keyword tools such as the ones above have free options or at the very least a free trial. Additionally, their main focus is getting paid through high volume search subscriptions.

What this means is that these companies make their money by a business that needs to perform more searches using their tool than their free plans offer. Therefore, there is no hidden ultimatum that they have other than assisting you with your keyword optimization. If you are researching keywords solely for content creation, it may be wise to use another tool along with or beside Google’s Keyword Planner tool.

Wrapping It Up

There are many tools that you can utilize on the internet as a real estate agent to help assist you in keyword optimization.

Make sure to go over the above tips to help determine what keyword optimization tools and techniques will help you in your SEO efforts. It’s not rocket science, but it does take time and effort to get good at.