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That’s where SEO (search engine optimisation) and AEO (answer engine optimisation) comes in. For agents, it’s not just about having a website. It’s about being found by the right people at the right time.
How does SEO and AEO apply to Estate Agents?
SEO is how you show up when someone searches on Google. AEO is how you show up when someone asks a direct question in platforms like Google, ChatGPT or Alexa.
For example:
- Someone types into Google: "Estate agents in Brighton", SEO helps you rank high.
- Someone asks ChatGPT: "What’s the average house price in Brighton right now?", AEO helps your content become the answer.
These search behaviours are how most buyers, sellers, landlords and tenants now begin their property journey.
Simple ways to improve your SEO
You don’t need to be a tech expert to make your site SEO-friendly. A few small changes can have a big impact:
1. Use Local Keywords
People search using locations. Make sure your website content includes:
- The areas you cover (e.g., “Houses for sale in Harrogate”)
- Local landmarks and neighbourhood names
- Phrases your clients would actually search
2. Write Quality Content
Blog posts, area guides, and helpful tips all boost SEO. Search engines prioritise websites that publish useful, relevant content consistently. Examples include:
- "Top 5 things to know before renting in Leeds"
- "What’s the average time to sell a flat in Bristol?"
3. Optimise Your Property Listings
Listings can drive a lot of traffic if done right. Use unique, engaging descriptions with location-based language and buyer intent terms. Reapit’s Sales product helps you create optimised listings that attract more clicks and convert faster.
4. Make Your Site Mobile Friendly
Most property searches now happen on mobile. If your site isn’t responsive and fast-loading, Google is less likely to prioritise it in search results.
5. Keep Technical SEO in Mind
Things like meta titles, alt text on images, and page structure help Google understand your site. A web developer or agency can support with this, or platforms like WordPress offer plugins that make it easier.
Simple ways to improve your AEO & AIO
As more people turn to AI tools like ChatGPT, Google’s AI overviews and voice assistants to find answers, it’s not just about ranking high on search engines anymore. Your content needs to be easy for these systems to understand and surface. That’s where Answer Engine Optimisation (AEO) and AI Optimisation (AIO) come in.
These strategies help your agency appear not just on the first page of search, but directly in the answers your clients are shown, whether they’re searching for tips on getting a mortgage or asking an AI assistant how to choose an estate agent.
AEO: Helping You Get Chosen by Answer Engines
Answer Engine Optimisation is about creating content that clearly answers questions, fast. AI and voice tools don’t want fluff, they want clarity.
Here’s how to improve your AEO:
- Be direct. Start your content by answering the question. If someone’s searching “How long does it take to sell a house in Bristol?”, make sure that answer is in your first two lines.
- Use clear, conversational headings. Think in terms of how people actually speak, “What fees do estate agents charge?” will perform better than a vague “Agency costs explained”.
- Break up your content. Use short paragraphs, bullet points and subheadings to make it scannable for both humans and machines.
- Add FAQs. A short FAQ section at the bottom of key pages is a great way to answer popular questions and help AI engines pick out key info.
- AIO: Make Your Content Work for AI Tools
- AI Optimisation goes a step further by ensuring your content can be picked up, summarised and reused by AI tools.
To optimise for AIO:
Write for clarity. Avoid jargon and long-winded sentences. If it takes a human a few reads to understand, an AI tool won’t get it either.
Use summaries. Open your content with a short summary paragraph that gives a clear overview. This is often what AI models surface first.
Keep language consistent. Describe properties and services in the same way throughout your site, so AI tools can recognise and repeat your messaging reliably.
Answer real questions. Use tools like Google’s “People Also Ask” box or chat with your sales team to find out what buyers and sellers are asking. Then create content that answers those queries directly.
What is AEO & AIO and Why Should Agents Care?
Answer Engine Optimisation (AEO) is about creating content that gives clear, structured answers to common questions people are asking voice assistants or AI tools and AI Optimisation (AIO) is ensuring AI tools can understand and use your content.
Think of it as earning the top result on a smart assistant or chatbot when someone asks:
- “What’s the best estate agent in Southampton?”
- “How do I sell my home quickly in Manchester?”
To optimise for AEO:
- Use question-based headlines in your blogs
- Write answers in short, concise paragraphs
- Use structured data (like bullet points and FAQs)
How Reapit Can Help
Reapit gives agents the tools to manage listings, track local market performance and surface the insights that matter most, all within a single CRM platform. Reapit customers can integrate AI tools like Homesearch’s HAILO to optimise their listings for AEO search engines.
With CRM insights and data-driven integrations, agencies can better understand what buyers in their area are looking for and use that knowledge to shape content and messaging that resonates.
SEO and AEO Are Long-Term Wins
The key is consistency. SEO and AEO don’t deliver overnight success, but over time they build brand awareness, boost organic traffic, and reduce reliance on paid ads.
By publishing content regularly, speaking your clients’ language, and partnering with providers who understand your goals, your agency can stand out online.
Ready to Grow Your Visibility?
Book a demo to see how Reapit can help grow & scale your agency, or explore our blog library to learn more about how we can help you scale smarter.
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