Industry specialisation
You Will Not Outrank realestate.com.au, So SEO for Real Estate Has to Start With the Vendor
An owner in Bentleigh East decides in August that they'll sell in spring. They don't search for houses. They search the two agency names on the boards they walk past, then "best real estate agent Bentleigh East", then one agent's name alone, to see whether he has sold anything on their street.
Four searches, one listing, about $20,000 of commission resting on them. That is what SEO for real estate is for in Australia.
Buyer traffic is gone, and it was never yours. realestate.com.au averaged 146.4 million visits a month across FY26, about 104 million more than the next site in the category, and Domain posted its strongest month on record in June 2026. No agency website outranks those two for "houses for sale Bentleigh East". An agency quoting you to try either hasn't opened the results page or is hoping you won't.
The money sits on the other side. Vendors choose the agent. Buyers arrive through the portal regardless of what your website does.
- $990
- Entry price, published in full
- 30 days
- Notice to leave. No lock-in
- 1pm to 6pm
- AEST, senior-led, contactable
What SEO for real estate can actually win
| The search | Who holds it | Worth your money |
|---|---|---|
| "houses for sale [suburb]" | realestate.com.au, Domain | No, ever |
| "real estate agent [suburb]", "best real estate agent [suburb]" | Agency sites, review aggregators, map pack | Yes |
| "what is my home worth [suburb]" | Portal estimate tools, weak generic pages | Yes, highest intent here |
| "property manager [suburb]" | Agency pages, thin competition | Yes, and underpriced |
| An agent's own name | A portal profile you don't control | Yes, and you're losing it |
Appraisal searches are the ones to build first. Someone typing "free property appraisal Frankston" is four to twelve weeks from signing an agency agreement, and what meets them is usually a portal widget or an eleven-field form. A page saying what the appraisal covers, how long it takes and that there's no obligation beats that every time.
Agent profile pages carry more weight than your homepage
After the appraisal, the vendor searches the agent's name. What they find is usually that agent's profile on a portal or a review site, surrounded by rival agents and a button to compare them.
So each agent needs a real page on your own domain, built to rank for their name and their patch. A photo taken this decade, the suburbs they work, licence details, a sold list with street names, dates and results rather than a carousel, three vendor reviews in full, and Person schema so Google connects name to credentials. Twelve agents is twelve pages ranking for twelve names, the easiest competitive search in the sector.
Try it
What the page looks like when someone in your suburb searches
Three businesses get the map pack. Everyone else sits under a “more places” link almost nobody taps. Pick your trade, type your suburb, and see the difference the work is meant to make.
- 1Blacktown Plumbing Co.4.8 ★ · 127 reviews · Blacktown
- 2A1 Plumbing Blacktown4.6 ★ · 89 reviews · Blacktown
- 3Blacktown Plumbing Group4.7 ★ · 64 reviews · Blacktown
- More places › (Your plumbing business, and everyone else who does not get the call)
- example1.com.au › blacktownPlumbing services in Blacktown
- example2.com.au › blacktownTop rated plumbing near Blacktown
- example3.com.au › blacktownBlacktown plumbing directory
Suburb market reports, published every month
This is the strongest organic play available to an agency, and almost nobody sustains it. One page per core suburb: median sale price, days on market, auction clearance, volume against last year, and two paragraphs of interpretation only somebody working those streets could write. Which end of the suburb moved, what stock is holding. We pull the numbers from your CoreLogic or PropTrack access and update the same URL monthly rather than posting a new one. All we need is twenty minutes a month of an agent's commentary, which is the part that ranks and the part we cannot fake from a spreadsheet.
It ranks for "[suburb] property market", "[suburb] median house price" and "is now a good time to sell in [suburb]". More usefully, vendors read it for months before listing, so the agent whose name sits on those reports gets the appraisal call. Ten suburbs every month for two years buries forty done once.
Property management is the better target, and nobody fights you for it
A sale pays once. A management pays monthly, and holds value even if you never sell it. Australian rent rolls trade at roughly 2.5 to 3.5 times annual management income, and recent NSW transaction data puts that figure near $1,627 a property. So each new management is about $1,600 a year in fees plus roughly $4,000 to $5,300 of balance sheet value. Twenty a year is $32,000 of recurring income and around $100,000 added to what the rent roll is worth.
Meanwhile "property manager Frankston" has a fraction of the competition of "real estate agent Frankston", because every agency points its marketing at sales. Landlord content is as neglected: what a property manager costs, how rent increases work in your state, how to switch managers mid-lease.
Month by month
What the first year usually looks like, and when you can leave
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- 2
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- 4
- 5
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- Technical and local foundations
- Google Business Profile movement
- Organic rankings
- Compounding
- You can leave
Month 1
Setup-heavy. Crawl issues, tracking, the Google Business Profile, and the pages that earn money first. We do not dress month one up as results.
Typical timing, not a guarantee. Thirty days notice applies in any month, with no exit fee and no clawback.
SEO for mortgage brokers runs on different rules
Brokers settled a record 81.6% of new residential home loans in the June 2026 quarter according to MFAA data, so the demand is real. The search work resembles an agency's. The compliance work does not.
Brokers hold an Australian credit licence or act as a credit representative, and carry a best interests duty. Advertising is tighter: under section 160 of the National Credit Code, an ad quoting an interest rate must carry the comparison rate too, calculated on the standard $150,000 over 25 years basis and shown with equal prominence. ASIC's RG 234 sets out how credit services may be advertised. A generalist agency writing "lowest rates in Penrith" on a broker site is handing the licensee a problem.
Local SEO for mortgage brokers is otherwise straightforward. Most brokers work a radius, often from home, so the Google Business Profile is a service area with no address shown. What converts is process content: how much can I borrow, what the first home buyer schemes cover in your state, what refinancing costs.
Price content, underquoting and your state regulator
Price content is where multi-state agencies get caught. The regimes are genuinely different.
In NSW, advertising must carry a price or price guide, a range cannot exceed the lower figure by more than 10%, and NSW Fair Trading enforces it, with the maximum underquoting penalty lifted in 2026 to $110,000 or three times the commission, whichever is greater. Victoria requires a Statement of Information under the Estate Agents Act 1980 with an indicative price and three comparable sales, metro listings drawing those from within two kilometres over the past six months, overseen by Consumer Affairs Victoria. Queensland went the other way: under the Property Occupations Act 2014 no price guide of any kind may be given on an auction campaign, enforced by the Office of Fair Trading.
We draft, your licensee in charge signs off, nothing publishes without it. None of that is legal advice, so check your state regulator before price content goes live.
Run the sum
How many enquiries a month each tier has to bring in
The only sum that matters, and it changes completely with what you sell. Move these to your own numbers.
Each enquiry is worth about $420 at that rate. That is revenue, not margin, so apply your own margin.
Local
$990 a month · One service area
3 enquiries a month to break even
GrowthMost common
$1,990 a month · Multi-suburb or service
5 enquiries a month to break even
Authority
$3,490 a month · Competitive metro
9 enquiries a month to break even
Fees are the published monthly prices, in Australian dollars, ex GST. If the number for Authority is not realistic for your business, Authority is the wrong buy, and we will say so.
What this costs
One extra listing at $900,000 on a 2.2% commission is about $19,800. Growth is $1,990 a month, or $23,880 a year, so a single extra listing pays for about ten months of it and two put the year well clear. Add twenty property managements and it stops being close.
| Plan | Monthly | Suits |
|---|---|---|
| Local | $990 | One office, a handful of core suburbs |
| Growth | $1,990 | Most independent agencies, broker groups |
| Authority | $3,490 | Multi-office networks, contested suburbs |
One-off: SEO audit $1,500, Google Business Profile setup $690, consulting $250 an hour. All published on the SEO pricing page. No lock-in, 30 days notice, any time.
Questions
Questions we get asked
Straight answers, including the uncomfortable ones. Anything else goes to the person who does the work.
Ask your own questionCan you get us ranking for "houses for sale [suburb]"?
No, and nor can anyone else. Those results belong to realestate.com.au and Domain, and your listings are on both already. We aim everything at the vendor side, the decision your website can influence.
Our agents move between agencies and take their following with them. Why build them profile pages?
Fair concern, and it is the real trade-off. The page lives on your domain and keeps its rankings when the agent leaves, so the traffic passes to whoever replaces them. You get the listings while they're with you. Agencies that refuse to name their people rank for nothing.
We already pay the portal for lead products. Isn't that enough?
Those enquiries are rented, often shared, and priced by somebody else. Organic appraisal and market report traffic costs the same next year, and survives you pausing spend.
How long does this take?
Google Business Profile movement usually shows in 4 to 8 weeks. Suburb and agent pages start ranking from month three or four and compound from month six. Market reports build value with the readership as much as the rankings. Give it twelve months.
Can you guarantee page one?
No. Nobody can, and anyone offering it in writing is lying. What we will do is tell you before you sign which of your suburbs look winnable inside a year and which do not.
Free, by hand, no obligation
Send us your suburbs and we'll tell you who owns them
Four fields: your website, the agency you keep losing listings to, the suburbs you work, an email address. Within two business days a senior person spends 30 to 45 minutes on it by hand and sends three findings, including which agent and appraisal searches you're invisible for and who is taking them.
One fix you can make yourself. One that needs help. No automated PDF, no obligation, no sales call unless you want one. We're contactable 1pm to 6pm AEST.
- Turnaround
- Two business days
- Follow-up
- No sales call unless you ask
What clients say
In their own words
Upwork reviews, reproduced unedited apart from the spelling of Arbaz’s name.
Working with Arbaz has been an absolute pleasure. His expertise in managing our off-page strategy is evident in the tangible results and increased visibility we've achieved. Arbaz is professional, diligent, and consistently goes above and beyond our expectations. He not only understands our goals but also offers insights that add tremendous value to our strategy. I appreciate his proactive approach and clear communication. We feel fortunate to have him as a part of our team and I highly recommend him to anyone looking for top-tier off-page strategy services.
Arbaz was incredibly helpful and dependable. His expertise in SEO is evident, and he did an outstanding job restoring many of our websites. I highly recommend working with him.
Great service, great communicator, patient, kind, helpful, and knowledgeable. Arbaz delivered a solid report that listed all the issues we face with our site, and answered all our questions. Happy!
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