Brett LaCroix The About page is one of the most-visited pages on most realtor websites. It is also one of the most underwritten. The default version is a paragraph of stock language, a lifestyle photo, and a line about being passionate about helping families find their dream homes. Most readers skim past it. Most AI systems extract … Read more
HTTPS, short for HyperText Transfer Protocol Secure, is the kind of technical foundation item that is invisible when it is working and painful when it is not. Most realtors know they should have it. Many sites still do not, or have it half-implemented in ways that cause warning signals without anyone realizing why traffic and … Read more
Most realtors I talk with assume that fresh content is what AI systems reward. The thinking is intuitive. AI tools want current information, so the most recently published page should win. That instinct is half right. Freshness matters in some contexts. For the kind of long-running local market authority a real estate site is trying … Read more
For most of the last decade, Google was the only audience that mattered for SEO. Tactics evolved around its preferences. Keyword density tuning, exact-match anchor text, footer link blocks, doorway pages targeting variant queries. Many of those patterns still produce ranking gains in narrow contexts. The catch is that AI systems evaluate content very differently. … Read more
A realtor looking at the SEO landscape can feel boxed out before they start. National brokerages spend hundreds of thousands of dollars a year on content, links, and paid placement. Real estate portals like Zillow and Redfin sit on top of every search result. Even mid-sized agencies dedicate full marketing teams to digital authority. An … Read more
A LinkedIn article that ends with “read the full piece on my website” looks, to most realtors, like a basic call to action. The point seems obvious: drive a few readers from one platform to another. That framing misses the more important thing happening underneath. Every time a LinkedIn article links back to a realtor’s … Read more
The services section of a Google Business Profile is one of the most overlooked authority surfaces in real estate. Most realtors either leave it nearly blank or fill it with a string of keywords that read like search bait. “Real Estate Agent. Buyers Agent. Sellers Agent. Realtor. Real Estate Services.” That kind of entry checks … Read more
Real estate content tends to fall into two camps. On one side, evergreen articles: explainers about how an appraisal works, what closing costs typically include, what to expect during inspection, how to read a title commitment. These pieces stay relevant for years. They get read in 2027 the same way they got read in 2026. … Read more
A page titled “Boston Real Estate Market Update” sounds local. It names a city, references the right MLS area, and probably hits the obvious search terms. From an AI system’s perspective, though, it is competing with thousands of other pages doing the exact same thing. National brokerages, real estate portals, and content mills all publish … Read more
Most real estate websites have a familiar publishing pattern. A burst of activity in January when New Year’s resolutions kick in. Eight blog posts published in a month. Then nothing for six weeks. Another flurry around the spring market. A summer slowdown. A fall push. By the end of the year, the site has 30 … Read more