SEO for estate and letting agents

Last updated 12 October 2026 · By the XKey team

Which searches should an estate agent target?

• Sellers: "estate agents in Lytham", "free house valuation Poulton", "how much is my house worth Blackpool", "best estate agent St Annes".
• Landlords: "letting agents Blackpool", "property management fees Fylde", "landlord services Preston".
• Research searches: "how long does it take to sell a house", "what does an estate agent charge", "landlord legal requirements".

These people are choosing an agent. The portals don't compete for most of them – but every local agent does.

How do I win the map results for my branches?

Set up a Google Business Profile for each branch with the right category ("Real estate agency" or "Letting agent"), branch photos, team photos and opening hours. Ask every seller, buyer, landlord and tenant who had a good experience to leave a review – agents with many recent reviews stand out in a crowded map. Reply to all of them.

What pages should an agent's website have?

• A valuation page that explains how you value, what happens next and what it costs (nothing), with an easy booking form.
• Fees pages for selling and letting, with real numbers where you can. Letting agents must publish their fees, and clear fees win trust from sellers too.
• Area guides for each town and neighbourhood you cover: schools, transport, typical property types and prices, what's selling well. Written from local knowledge, they attract sellers researching their area – and they shouldn't just repeat the same text with a different place name.
• Sold and let examples with how quickly and for how much, as proof you deliver.
• Team pages showing who people will deal with, with qualifications such as Propertymark membership.

Should property listings be on my own website?

Yes, for buyers who come to you directly, but don't expect them to outrank the portals. Make sure the listing pages load quickly, have unique descriptions (not just the portal copy), and that sold or let properties are handled sensibly – keep them as "sold" examples for a while or redirect them, rather than leaving lots of broken pages. The broken link checker finds the ones that disappear.

Which links help an estate agent?

Local news (market updates and comment on house prices are popular with local press), community sponsorships, schools and sports clubs, solicitors and mortgage brokers you work with, and local business groups. Check your current links with the backlink checker.

Frequently asked questions

Can my agency outrank Rightmove and Zoopla?

Not for general property searches. You can outrank them for agent-choice searches like 'estate agents in [town]' and 'house valuation [town]', which are the ones that win instructions.

Are online valuation tools good for SEO?

They can attract sellers, but the estimate must be honest and clearly an estimate. The page should explain how a full valuation works and make booking one easy.

How many area guides should I write?

One for each area you genuinely know and sell in, with real local detail. A few strong guides beat dozens of thin pages that only swap the place name.