Strong, optimized descriptions are crucial to real estate marketing. They can boost online visibility, enhance user engagement, strengthen your brand, and give you an advantage over the competition. In this guide, we will be discussing the functions and features of SEO-friendly descriptions for various aspects of your website.
Before we start, if you’re looking for general information on SEO, then check out our separate article on our comprehensive guide describing what real estate SEO is about. But if you want to just write descriptions that “pop” online, then you’re in the right place.
Table of Contents
Agent Profiles Description
An SEO-friendly description is strategically written or optimized to rank well in search engine results pages. This combines more technical features like heading and keyword usage, and creating content that is helpful and engaging to users. One example of a description that can always be found on real estate websites is agent profiles. Because of this, writing an engaging and professional agent profile is an important step to successfully connect with site visitors.
Agent profile page of Stacie Staub, Founder and CEO of West + Main Homes.
When crafting SEO descriptions for real estate agents, here are a few things to note:
- Focus on Delivering Value: Highlight your specific qualifications, experience, and achievements.
- Be Direct and Confident: Avoid talking about what you'll "try" or "hope" to do. Speak with a confident tone instead, and assure your potential leads that you can help them find their dream home.
- Use Keywords: Think of the keywords that your target audience type when searching on the internet, and naturally place these keywords in the description.
- Be Brief: Don't write long paragraphs full of unnecessary details. Make your descriptions neat and easily readable.
- Add a Call to Action (CTA): Give potential clients a little nudge by adding a simple call to action (CTA) to the agent's profile. It could be a request to drop by for a consultation, or take a look around a property.
Real Estate Website Description
A meta-description is the text that appears below a page’s title in search results, describing what the page is about. It has no effect on ranking, but is a crucial factor in click-through rate. Read our real estate meta description guide if you're interested to learn more about this. In this section, we’ll be discussing website descriptions written on the website itself, not on search results pages.
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Carly Carey Real Estate Team's meta description displayed on search results.
Why should you include a description of your website ON your website? Well, there are a few reasons:
- Provide useful information - A description of the content and purpose of your website will let visitors know where they are, what to expect, and what features or information they can find by browsing around.
- Selling point - A good description will engage users with a clear value proposition, letting them know about the benefits of your online services and why your website is the best source of real estate information and listings.
- Optimization - A good description will contain keywords to convey what your website is about, improving your chances of ranking for those keywords. This should have some overlap with information about your business (see below).
So, to craft an effective description of your website, make sure to explain what services and features you offer, and what sets your website apart from others, including special features, localized authoritative information, and services that you offer.
Real Estate Website Description Example:
“Welcome to ABC Real Estate, your ultimate destination for Springfield real estate! Explore our user-friendly, ad-free website with advanced search options and local market information found nowhere else. Sign up for even more powerful features and the option to save listings and search settings. Want to speak to an agent? Contact us today and let’s make your Springfield real estate dream a reality!”
Want a website you can be proud of? Contact Real Estate Webmasters for the fastest real estate websites and top SEO services.
Real Estate Business Description
A good real estate business description will be similar to a website description in many ways. For example, both could serve to create a good first impression and become opportunities to put your best foot forward. A real estate business description can also be optimized with the strategic use of keywords to help search engines understand your business focus to improve search visibility.
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The Salamone Group's business description.
An effective real estate business description helps to establish your brand identity, emphasizes what sets you apart from the competition, and highlights what your unique service offerings are. You can do this by showcasing your expertise and commitment to delivering exceptional real estate services with examples of tangible results.
In short, your real estate business description should communicate the benefits your company provides and address your target's specific needs.
Here’s an example:
“Welcome to XYZ Realty, your trusted partner for real estate in the Springfield area. From first-time homebuyers to seasoned investors, our team of experts is dedicated to helping you buy and sell properties in Springfield.
With an average sales price 10% above market value and a 98% client retention rate, XYZ Realty consistently tops sales numbers and customer satisfaction reviews for Springfield real estate. At XYZ Realty, we prioritize transparency, integrity, and open communication. That’s why we offer a 24-Hour Quick Response Guarantee and an exclusive Property-Match service. On top of that we also provide:
Property management and consulting
Virtual property tours and home staging
Relocation resources and assistance
Sign up here for updates or to consult with one of our agents today.”
Notice the clear reference to service area, business focus, values, quantifiable successes, and value offerings? While this is a good example, please note that there isn’t a one-size-fits-all template. Various types or styles of description could fit different businesses. Depending on your profile and your market, you could emphasize your history and dependability in the market, your offerings in innovation and technology, or your commitment to certain values and customer service practices.
Descriptions for Real Estate Pages
You will also need to write descriptions for some pages of your website. Here's how you can optimize them:
Property Listings
- Be descriptive: Always highlight your listings' key features, amenities, neighborhood, nearby establishments, and other unique selling points.
- Evoke emotion: Use adjectives and language that will trigger the visitor's desire to see more of the property.
- Mention essential details: Give important information such as price, location, square footage, and number of bedrooms and bathrooms.
A listing description on Carly Carey Real Estate Team's website.
About Us Pages
- Tell your story: Share your history, mission, and values to establish rapport with potential customers.
- Show your expertise: Highlight your team's experience, credentials, and any industry awards or certifications that you've received.
- Build trust and credibility: Include testimonials, success stories, or statistics that demonstrate your track record of happy clients and closed transactions.
The Orlando Real's About Us page.
Contact Pages
- Convey accessibility: Assure prospective clients that it is easy and convenient to contact you. Provide your phone number, email address, or a contact form.
- Encourage action: Put a clear call to action on the Contact page to nudge visitors to reach out or connect.
- Provide reassurance: Indicate that inquiries are welcomed, and assure users that their information will be treated confidentially and respectfully.
Smith & Associates' Contact page.
Keep descriptions concise, compelling, and relevant to the purpose of the specific page. Optimizing every page with SEO-friendly descriptions improves your search engine visibility, grabs the users' attention, and conveys your brand message and value proposition successfully.
SEO Description FAQ
What should I write for an SEO description?
To write an SEO description, focus on engaging, concise language that highlights key selling points, uses relevant keywords, and provides a compelling call to action.
What is a real estate description page?
A real estate description page is a webpage dedicated to providing detailed information about a specific property, including its features, location, price, and other relevant details.
How do you write a property description?
When writing a property description, be descriptive and highlight key features, amenities, and unique selling points. Use engaging language, provide essential details, and tailor the description to attract potential buyers.
What is SEO description optimization?
SEO description optimization involves strategically crafting website descriptions to improve search engine visibility and click-through rates. It includes incorporating targeted keywords, providing concise and engaging information, and enticing users to visit or engage with the website.
What is an SEO description for real estate?
An SEO description for real estate refers to a well-crafted and optimized description used in real estate marketing materials, property listings, or web pages. It incorporates relevant keywords, demonstrates value, and entices potential buyers or renters to take action.