Using the right real estate keywords can help you stand out and get seen online. Real estate keywords are specific terms that buyers and sellers use to search for properties online.
Understanding how to find and use these keywords is key to reaching your target audience. I’ll walk you through strategies to identify the best keywords to target and how to implement them in your real estate content.
What Are Real Estate Keywords?
Real estate keywords are specific terms or phrases that people use when searching for property-related information online. These keywords help connect buyers, sellers, and real estate agents.
Using the right keywords can improve your online visibility, but. This means more people will find your listings or information. However, targeting the wrong keywords means your content may never be seen. According to Ahrefs, only 94.74% of keywords get 10 monthly searches or fewer.
Common real estate keywords include:
- Homes for sale
- Real estate agent
- Property investment
- Luxury homes
- Foreclosures
Keywords can also be location-based, such as:
- Los Angeles homes
- New York City apartments
- Dallas real estate
Incorporating these keywords into your website, listings, and marketing materials can help you attract more leads and potential clients.
You should also consider long-tail keywords. These are longer, specific phrases. They often have less competition and target a specific audience. For example:
- Three-bedroom homes in Chicago
- Affordable condos near the beach
Be sure to update your keywords regularly based on trends and market changes to keep your content relevant and engaging.
How to Find Real Estate Keywords
Finding the right real estate keywords can improve your online presence. Here are some methods you can use to discover them.
- Use keyword research tools: I recommend tools like Google Keyword Planner, SEMrush, or Ahrefs (this is the tool I use) to help you find popular keywords. These tools show how many people search for specific terms and how difficult they are to rank for.
- Analyze competitors: Look at competitors’ websites and content. Identify the keywords they target. This can give you good ideas.
- Check Google autocomplete: Start typing a real estate term in Google’s search bar. The suggestions that appear are popular searches people make.
- Read online forums and groups: Join real estate grounds on forums and social media. Pay attention to the questions and terms people frequently use.
- Local listings and niche markets: Focus on your specific area or niche. Use location-based keywords to attract local clients, like “homes for sale in [City].”
- Related searches: Look at the “related searches” section at the bottom of Google’s search results for additional keyword ideas.
How to Choose Keywords
When choosing keywords, agents should focus on three key factors: search volume, keyword difficulty, and search intent.
Search Volume
Search volume is how many people are searching for a specific keyword each month. The best keywords have a balance between search volume and competition.
While high-volume keywords like “homes for sale” may seem appealing, they are often dominated by large platforms like Zillow and Realtor.com. Instead, agents should aim for location-specific phrases that attract serious buyers, such as “luxury homes for sale in Miami” or “new construction homes in Austin.”
A good target range for search volume is between 1,000 and 5,000 searches per month—enough to bring in traffic without being impossible to rank for.
Keywords with fewer than 100 searches per month might still be valuable if they are hyper-local or serve a specific niche, such as “best neighborhoods in Nashville for families.”
Keyword Difficulty
Keyword difficulty (KD) measures how competitive a keyword is, usually on a scale from 0 to 100. The higher the number, the harder it is to rank.
Local real estate agents should focus on keywords with a KD under 40 for a better chance of appearing on the first page of Google. More established websites with strong SEO strategies can aim for keywords in the 40-60 range.
Long-tail keywords (those that are more specific and detailed) tend to have lower competition. Instead of targeting “homes for sale,” a better choice would be “affordable homes for sale in Scottsdale under $500K.”
Search Intent
Even if a keyword has high search volume and low competition, it won’t generate leads if it doesn’t match what users are looking for. Search intent falls into four main categories:
- Informational: These keywords indicate that a user is in the research phase. A phrase like “best neighborhoods in Austin” is perfect for a blog post but won’t immediately generate leads.
- Navigational: These searches are brand-specific, like “Zillow Austin homes.” While realtors won’t compete with major platforms, they can optimize for their name with “best real estate agent in [City].”
- Transactional: Keywords in this category, such as “homes for sale in Tampa under $400K,” signal that a user is ready to make a purchase. These are ideal for listing pages and lead capture.
- Commercial Investigation: When users search for phrases like “best realtor in Miami,” they are comparing their options before making a decision. This is where online reviews and testimonials are key.
140 Best Real Estate Keywords
Using the right keywords in real estate can help you attract more clients and improve your online visibility. Below are various categories of keywords that can enhance your marketing efforts across different areas of real estate.
20 General Real Estate Keywords
These keywords serve as the foundation for any online search related to buying or selling properties. Including these in your content can help you connect with a broader audience.
- Real estate
- Property for sale
- Homes for sale
- Real estate agent
- Listing agent
- Open house
- Real estate investment
- Property management
- Home appraisal
- Mortgage rates
- Real estate market
- Buyer’s agent
- Seller’s agent
- Closing costs
- Real estate listings
- Home inspection
- Property taxes
- Foreclosure
- Short sale
- Real estate commission
20 Location-Specific Real Estate Keywords
Local keywords help target specific geographic areas. Using them increases your chances of reaching buyers and sellers in your community.
- Real estate in [City]
- Homes for sale in [Neighborhood]
- Best realtor in [City]
- [City] property listings
- [City] open house
- [City] real estate market
- Homes near [Landmark]
- [Zip Code] real estate
- Foreclosures in [City]
- New homes in [City]
- Real estate agents in [City]
- Property for rent in [City]
- [County] real estate listings
- [City] home values
- Luxury homes in [City]
- [City] commercial real estate
- [Neighborhood] homes for sale
- [City] housing market trends
- [City] property development
- Investment property in [City]
20 Local Community Keywords
Use these keywords to attract buyers looking up what it’s like to live in your specific area.
- Cost of living in [City]
- Best neighborhoods in [City] for families
- Pros and cons of living in [City]
- Moving to [City] guide
- Best schools in [City]
- Things to do in [City] this weekend
- Best restaurants in [City]
- [City] nightlife and entertainment
- Family-friendly activities in [City]
- Best parks and outdoor spaces in [City]
- Dog-friendly neighborhoods in [City]
- Commuting in [City]: Best areas for easy access
- Best coffee shops in [City]
- [City] events and festivals
- Historic districts in [City]
- Shopping in [City]: Best malls and boutiques
- Best places to retire in [City]
- [City] farmers markets and local produce
- Safety and crime rates in [City] neighborhoods
- Best areas in [City] for young professionals
20 Real Estate Keywords for Buyers
These keywords attract buyers looking for specific information and resources.
- First-time home buyer
- Affordable homes
- Buy house
- Home loan
- Mortgage pre-approval
- First-time buyer programs
- Best neighborhoods for families
- Investment properties for sale
- Home buying tips
- Property search
- House hunting
- Real estate for beginners
- Buying a condo
- Home financing options
- VA loans
- FHA loans
- Homes with a view
- Newly renovated homes
- Open house tips
- Best time to buy a house
20 Real Estate Keywords for Sellers
Using these keywords can help sellers understand the selling process.
- Sell my house
- Home selling process
- Tips for selling a home
- Home valuation
- Sell house fast
- Home staging
- Real estate pricing strategy
- Best time to sell a house
- Open house for sellers
- Property listing services
- Curb appeal tips
- Seller’s checklist
- Marketing for home sellers
- Negotiating home sale
- Commission for real estate agent
- Home inspection for sellers
- Closing process
- Home upgrades for selling
- FSBO (For Sale By Owner)
- Real estate market analysis
20 Luxury Real Estate Keywords
These keywords focus on the upscale market.
- Luxury homes
- High-end real estate
- Luxury property
- Exclusive listings
- Gated community homes
- Oceanfront luxury
- Million-dollar listings
- Luxury real estate agent
- Luxury home buying
- Waterfront properties
- Upscale neighborhoods
- Custom-built homes
- Luxury condos
- Estate homes for sale
- Private listings
- Luxury property investment
- Unique luxury homes
- Luxury real estate market
- Smart homes
- Luxury villa rentals
20 New Construction Keywords
These keywords cater to buyers interested in new construction properties.
- New construction homes
- Builder-grade options
- Custom home builder
- New home communities
- Eco-friendly homes
- Smart home features
- Open floor plans
- Home warranties
- Energy-efficient homes
- Modern home design
- Home upgrades
- Model homes
- Floor plans
- Construction financing
- Pre-construction homes
- New home inspection
- Home builder reviews
- New builds in [City]
- Build vs. buy
- Customizable homes
Where to Use Keywords in Your Real Estate Content
How you use your targeted keywords can help boost your real estate content. Here are some simple tips to help you.
Page Titles and Headings
Search engines prioritize content in titles and headings. Make sure your primary keyword appears in:
- Page title: “Homes for Sale in Austin | Find Your Dream Home”
- H1 (Main Heading): “Austin Homes for Sale: Your Ultimate Guide”
- Subheadings (H2, H3): Use variations like “Best Neighborhoods in Austin” or “Buying vs. Renting in Austin”
Meta Title and Description
Your meta title and meta description impact search rankings and click-through rates.
- Example meta title: “Luxury Homes for Sale in Miami – Find Your Perfect Home”
- Example meta description: “Discover luxury homes in Miami. Explore waterfront properties, gated communities, and exclusive listings. Contact a top Miami realtor today!”
First 100 Words
Google places extra weight on keywords that appear early in the content. Use your primary keyword naturally in the introduction.
Example: “Looking for homes for sale in San Diego? Whether you’re a first-time buyer or upgrading to a luxury property, this guide will help you find the perfect home.”
URL Slug
Keep URLs short, readable, and keyword-rich.
Example: if your primary keyword is “homes for sale in Austin,”, then your URL slug should look something like this: www.yoursite.com/homes-for-sale-austin.
Image Alt
Search engines read image alt text to understand what the image is about. Use alt text to describe what’s happening in the image. Use opportunities to include your primary keyword.
Example: A photo of a luxury home overlooking the ocean can have alt text like “Luxury home for sale in Miami with ocean views”
Throughout Your Content
Sprinkle keywords throughout your content organically. Avoid overusing the same phrase. This is called keyword stuffing. Instead, use variations of your primary keyword.
- Good example: “These affordable homes in Nashville are perfect for first-time buyers. If you’re looking for a home under $400K in Nashville, here’s what to expect.”
- Keystuff stuffing: “Looking for affordable homes in Nashville? These affordable homes in Nashville are the best affordable homes in Nashville.”
Internal and External Links
Link to relevant pages using keyword-rich anchor text.
- Internal link: “Check out our guide on best neighborhoods in Miami.”
- External link: “According to Redfin’s Miami market report, home prices have risen 10%.”
Post Tags and Categories
If you have a real estate blog, categorize and tag posts with relevant keywords, such as:
Real Estate Tips, Buying a Home in Dallas, First-Time Buyer Guide.
Social Media Captions and Hashtags
Keywords aren’t just for websites. Using them in social media captions and hashtags can help improve your online visibility, attract local leads, and support your overall SEO strategy.
Example: “Thinking of moving to Austin? Check out these stunning homes for sale! #AustinRealEstate #HomesForSaleAustin”
Need Help With Your Real Estate Marketing?
Need help with your real estate marketing and social media posts? I’m launching a membership with access to a full library of done-for-you customizable marketing templates. Here’s what you’ll get:
- A monthly content calendar with social media templates and captions
- Marketing guides and printables, including checklists, flyers, postcards, mailers, and more
- Newsletter templates
- Email templates
Follow me on Instagram for updates, or contact me if you have a question or need professional copywriting services!
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