Optimising property listings for search engines will help agents cut through the noise
While estate agency will always be a people business, the importance of an online presence and visibility in today’s digital era cannot be denied. Many people will start their search for their next property online, which means agents need to be savvy when it comes to cutting through the noise and reaching the right audience online. A digital presence now plays a pivotal role in the property sector and estate agents need to be innovative and stand out to ensure they reach potential buyers.
According to Ben Sellers, Co-Founder of Starberry, a digital marketing and lead generation specialist under nurtur.group, there are effective strategies that estate agents can use to optimise their property listings for search engines, which will help drive increased visibility and attract the right audience.
He notes that some of the key strategies that estate agents should be using involve the use of relevant keywords, crafting engaging property descriptions, and leveraging local SEO techniques. As property search behaviours evolve, estate agents must adapt their online presence to ensure maximum exposure for their listings.
Commenting on the significance of these strategies, Sellers says: “In a crowded digital landscape, estate agents need to employ strategic and targeted approaches to ensure their properties capture the attention of potential buyers. Keyword optimisation, compelling property descriptions, and local SEO are crucial elements in enhancing visibility and ultimately driving successful property transactions.”
Expanding on the key elements, Sellers breaks down what agents can be doing to optimise their property listings:
Keyword optimisation Firstly, it is important to identify and incorporate relevant keywords that potential buyers are likely to use when searching for properties. Identifying keywords can be done using tools such as Google Keyword Planner, SEMrush or Ahrefs. These kinds of tools provide valuable insight into search volume, competition, and related keywords.
Another useful tool is Google Trends, which can identify trending keywords within a specific sector. This tool shows the popularity of search queries over time and can help agents understand what terms are currently in demand. Once the keywords have been identified and incorporated into the property listings, agents should continue to utilise tools and analytics to understand popular search terms and tailor listings accordingly.
Engaging property Descriptions Sellers says that agents should craft unique and compelling property descriptions that highlight key features, benefits, and selling points. He notes that using storytelling techniques to evoke emotions can help to create a connection with potential buyers.
Local SEO techniques Leverage local keywords and phrases to enhance the property’s visibility within specific geographic areas. Buyers often search for properties based on specific locations, so using regional terms is crucial. For example, ‘estate or lettings agents in area’ are two of the most powerful business generating terms with great search volumes.
According to Sellers, by targeting specific geographical locations, estate agents can promote properties to individuals who are actively seeking property buying opportunities in those neighbourhoods. This level of personalisation enhances engagement, drives traffic to listings, and increases the likelihood of successful sales.
He adds that optimising their Google Business Profiles, Apple, Bing Maps and other local directories will also improve local search rankings. Agents also need to be consistently posting content on to their Business Profiles and driving Google Reviews too. In conclusion, Sellers further emphasised, “In today’s digital age, the success of an estate agent goes beyond traditional marketing. Online visibility is paramount, and optimising property listings for search engines is no longer an option, it’s a necessity. It’s about connecting with the right audience at the right time.”
Fine & Country expands Luxury Homes Tour Series with Elizabeth Warburton as newest YouTube host
London based presenter and property expert, Elizabeth Warburton partners with premium estate agency Fine & Country, as one of the hosts of the brand’s Luxury Homes Tour Series on YouTube.
The Fine & Country YouTube Channel has grown from strength to strength over the past few years, largely thanks to the Luxury Homes Tour Series. The presenter-led series involves a walk-through style tour of a property currently on the market with the premium estate agency brand in various locations around the UK. Hosts such as Fine & Country’s own Holly Hibbett, offer the viewer a chance to see inside some of the most unique and intriguing homes the brand has to offer.
Warburton brings a wealth of experience to the channel having worked with home and lifestyle brands across both television and social media. She started her career as an Entertainment Presenter, interviewing talent on the red carpet for film premieres and music awards. She is now a regular presenter for Property Elevator for Property TV, which airs on SKY TV. Warburton also works closely with Social Media platform Property London, where on average, she has a combined reach and racks up views of approximately four million per month on YouTube, TikTok, Instagram and LinkedIn. Her audience is property specific, highly engaged and very interactive which has allowed her to build a trusted and established relationship with her followers.
To add to her impressive career, Warburton is a Judge for The National Landlord Investment Awards, and regularly hosts panels at the London show. She hosts Property Elevator Live at the show and hosted an all-female Property Panel in 2022.
In between building her own property portfolio in Liverpool, where she houses vulnerable asylum seekers, she also sources and builds portfolios for investors with her business partner, offering them long leases with government backed partners and a total hands-off approach from acquiring the property right through to the renovation and the moving in of tenants.
Commenting on her partnership with the brand, Warburton comments, “I am so excited to be joining Fine & Country as an online content presenter. To be working alongside such an iconic brand is amazing and I’m thrilled to be a part of the team in 2024. I hope to bring new, fresh ideas to their platforms, utilise my existing audience and help grow the brand’s exposure, not just in the UK, but Internationally.”
Sophie Davies, Head of Social Media and Content at Fine & Country, says: “It is great to have Elizabeth join our team. She brings a lot of experience to the team, and we are looking forward to working with her and growing the channel further in 2024.”
Since the start of the Luxury Homes Tour Series, viewed by using the handle @FineAndCountryHomes, the Fine & Country YouTube channel has received over 1.4 million views and has reached the milestone of over 20,000 subscribers who are eager to see where the tour goes next. Viewers have watched over 62,000 hours of content on the channel, with the number of views going up by the day. The series has been an excellent marketing tool to get eyes on the brand, as well as the luxury homes on the market.
To watch Elizabeth’s first video with Fine & Country – Inside a £1.4 Million Interior Designer’s Dream Home in Kent | Property Tour (youtube.com) To find out more visit youtube.com/@FineAndCountryHomes.
Andrew Stanton is the founder and CEO of Proptech-PR, a consultancy for Founders of Proptechs looking to grow and exit, using his influence from decades of industry experience. Separately he is a consultant to some of the biggest names in global real estate, advising on sales and acquisitions, market positioning, and operations. He is also the founder and editor of Proptech-X Proptech & Property News, where his insights, connections and detailed analysis and commentary on proptech and real estate are second to none.