5 Pages Every Realtor Should Have On Their Site

It's no secret Greg Harrelson is an SEO genius. As one of the very first websites built using the Real Geeks system, he's developed a robust strategy for organic traffic.

Namely, creating a wide library of in-depth, value-driven website pages, that capture around 500 high-quality leads for him every single month.

In his latest mastermind, Greg breaks down the 5 pages you must have as part of your real estate SEO strategy, and how to optimize each of them for organic traffic and conversions.

And if you'd like to get personalized coaching from Greg himself, join his private Real Geeks community at www.RGMastery.com, for less than $200/month, and no contract fees.

"My website captures more leads than any other website in the Real Geeks system," Greg states, "but it's because it also captures more traffic than any other website."

This should be good news to you. Because it means that, instead of building perfect-looking pages, with the exact enticing wording and the most appealing lead capture forms… all you need is to build the right pages and optimize them to get more traffic.

Of course, this is no easy feat.

But it does mean that we can focus our efforts on the top of the funnel, and the rest will be a numbers game.

Greg's got thousands and thousands of pages on his website. This is by design. The more pages you have, the wider you'll be casting your organic traffic net. 

But, say that you're just starting out in the SEO game… which pages should you begin with?

A Top 10 Listings Page

"If there is one page that we built and got way more than we ever expected, is this one."

This is your Top 10 New Listings to Hit the Market page. In Greg's case, "the Market" is Myrtle Beach. In your case, it might be something different.

The more specific you are with your titles, the more you'll be optimizing to reach the right users with your website.

Does this mean you need to update this list every single week? Of course not.

You simply create a page with this location-specific title (which, depending on the size of your market could even get more specific and say "Top 10 Vacation Rentals in [Market]", and build several pages). 

Then, add some content about the market, or your team, or your commitment to your customers and bring them the latest properties to hit this location. Longer pages rank better on search pages, so if you can beef it up with some valuable content, you'll be doing yourself a favor.

And then, you simply populate that page with the new listings on the IDX. This way, the page will be automatically populated with the new properties to hit that specific market.

This is an evergreen page. You build it once, and then it automatically updates for you.

"And then, you can take the link of this page, and share it on social media," Greg advises, and adds: "and it's also a great link to add to your email newsletters."

Your Personal Profile Page

"You might think this is basic, but it isn't." Greg says.

Everyone knows you need to have a profile page. But are you leveraging your profile page in a way that it grows your business?

Yes, your personal profile page should have a headshot and a bio. And your bio can be as long as you want it to be,

But you should also have a "Why Hire Me" section, with the main bullet points.

You should have a section on your Marketing Program, and the process you take buyers and/or sellers through.

Another great thing you could have in your profile page? A video of you introducing yourself, what you do, and why people should hire you.

Or, you could add a series of videos, explaining different concepts you help your clients with.

The process of buying a home. The process of selling a home. Navigating through negotiations. 

A video is a fantastic way to improve conversions. If you can come across as likable, knowledgeable, and professional, people will feel closer to you already, and they'll be more likely to want to work with you.

People are googling your name, and if they cannot find any information in there – that's not a good sign. And if they compare this to another agent who does have information, guides, videos… you're likely to lose.

The more you can share about you as a professional, the better.

"You might not be able to rank over Zillow or Realtor.com when people look up your name," Greg says, "but if you optimize your profile page with pictures, videos, and more content… you'll definitely make your page stand out from the rest."

City Pages

Most agents will have city pages. But they'll have the bare minimum.

Even though Greg works primarily in Myrtle Beach, on the sidebar of each property, he'll have links to pages from other cities in South Carolina, like Conway, Pawleys Island, or Surfside.

The goal here is twofold:

First, you're improving the user experience. See, the more you have available for the customer to view on your website, the more time they'll spend on it.

"The more of you they consume, the more likely they'll be of doing business with you," says Greg.

Secondly, search engines track people's activity on websites, and use this information to determine the quality of your website for ranking purposes.

If people spend a lot of time on your site, it tells search engines like Google that your website is high quality, and this will allow you to rank higher organically, and attract more traffic.

And the opposite is also true. If they're looking at your website and then they leave and hop on someone else's website to look at another city, Google tracks this metric as well. And you will rank lower because of it. 

"So, don't do the bare minimum," Greg advises, "do every city in your market. Or, if you're like me, do every city that's in your MLS!"

But it's not just about the number of city pages you have. You also need to make sure that each city page is optimized properly.

How? By adding relevant content.

Add a description of the city. Add pictures of the monuments. Talk about the local parks, activities, and sports clubs. 

Then, pull in the listings.

Neighborhood Pages

This is another obvious one that people are not doing properly.

Now, creating a page for every neighborhood inside every city is a huge project – but it will also be of tremendous value to your business in terms of attracting organic traffic.

But, take 5 neighborhoods to get started, and build out those pages. You can choose the 5 most popular neighborhoods in your market, those that every buyer asks you about in every city you work in.

Then, add the links to these pages inside their specific city page.

So if someone goes into Greg's Myrtle Beach page, they'll see a section on the specific neighborhoods inside Myrtle Beach, and a bunch of links they can click on.

This is why users spend so much time on Greg's page. They'll go to a city page, they'll choose a specific neighborhood, they'll scroll through the properties, and then they'll go back and do the same in a different neighborhood, or even a different city altogether.

This means people are spending many, many minutes on his website. And this is signaling to Google that his site is of tremendous value to users. 

Now, we hope you're starting to see what the process looks like from Greg's user's perspective. 

They'll see on his social media that he shares a link to his Top 10 Listings in Myrtle Beach page. They'll click there, and they'll then open up in a new tab Greg's Personal Profile page, to make sure he's legit.

After deciding he is through his videos and content, they'll start looking at properties specifically in his city pages, and then go deeper into his neighborhood pages.

And then, before they leave his site after spending over 20+ minutes there, they'll check out the final piece of the puzzle…

A Blog Page

Blogging gives your user a less salesy approach to getting to know you and the work that you do.

You can blog about the latest festival in one of your cities.

You can blog about the organic food's market in one of your neighborhoods.

You can blog about new schools being built, new parks being inaugurated, new restaurant openings.

And all of these blogs can link back to your website pages, like your Top 10 Listing pages for specific neighborhoods.

You'll notice that sharing blog posts on social media is also much more engaging than straight sales pages, because they're full of value, and users can read through them without feeling like they're being sold to.

To top it off – this allows you to build more authority on these specific neighborhoods.

Think about it from the user's perspective: how much more are you going to trust a realtor who constantly writes about a specific neighborhood to find you a great house there?

Closing Thoughts 

As great as all of these steps are for your organic presence, none of these on its own is going to make you rank number one for your neighborhood.

This is simply one piece of the SEO puzzle. If you really are interested in building a huge organic channel of leads, consider joining RG Mastery, where Greg shares insights into his own SEO strategy, live.

But either way, all of these pages are absolutely necessary for your overall business.

And here's why:

"Even if these pages don't help you outrank your competitors organically, they will absolutely improve your conversions when you send customers to your site through ads." says Greg.

In other words:

If you spend money trying to get people to your website, you need to spend time to make sure you keep them on your website.

Because Greg has taken the time to build out these pages over the years, his users spend more time on his site, his bounce rate is a lot lower, and he's casting a wide net on search results.

Yes, it's going to take some time. But it will be worth it. And as we've explained, even if you're not looking to get into the SEO game, this will increase your chances of converting the customers you capture through PPC ads or social media.