Check out these practical tips from Christine George to help you and your real estate business stand out in an increasingly crowded and complex online environment.
I recently launched a personal website. It’s been a while.
There is a saying: “The shoe store’s children don’t wear shoes.” When you’re working to serve others, it’s easy to put your own business on the back burner.
My goal was to become more searchable as a real estate branding and marketing strategist. My business is Post & Beam Creative, and as its face, I needed a personal home on the internet that reflected that, a place where I could establish my authority and say clearly and confidently, “This is who I am, this is what I do, and this is where my work is” so that Google and AI could actually find me.
How to make it easier to search online
Here are the things that made the biggest difference: If you’re a real estate agent reading this, these same moves apply to you.
1. Schedule a lifestyle photography session. Not just headshots
This was a game changer for me. I worked with a talented photographer, and what she captured was me in all my movement, laughter, and expressiveness. I’m completely at my own pace, and that showed in a lot of my shots.
My advice: Wear clothes that make you feel confident, comfortable, and rooted in your power. Then move on. sit. stand. Show your personality. A great lifestyle session will give you a library of images that you can use to communicate your brand on your website, social media, and more. Worth every penny.
2. Bring expertise to the forefront and be consistent everywhere
Immediately after your name, your expertise should be clear and unmistakable. If you are a real estate agent, it is what you do and where you provide your services.
Next, make sure your language is consistent across your digital footprint, including your website, LinkedIn, Instagram bio, Google Business Profile, Zillow, and other places you appear online. Consistency is how search engines and AI tools learn to trust you and show you in relevant searches.
3. Location, location, location
You probably already know this in the real estate industry. But it also applies to your brand.
If you are a buyer’s agent in Boston’s South End, say so. If you specialize in Cape Cod waterfront properties, make sure your website, bio, and content naturally mention Cape Cod repeatedly.
AI tools and search engines have become geo-smart. If your location is not integrated into your digital presence, you will be invisible to people searching in your backyard.
4. Make your page title and meta description work like your profile
This is the behind-the-scenes work that most people ignore, and it’s more important than ever.
The page title is a clickable heading that appears in Google search results. The meta description is a short summary below. These are the first impressions someone has before they visit your site.
Write it the same way you would introduce yourself at a networking event. Please tell us your name, area of expertise, and location. Instead of the generic “Home | Jane Smith Realty,” try something like “Jane Smith | Boston Real Estate Agent Specializing in the South End.” Clear, specific, and searchable.
Most website platforms like Squarespace, Wix, and WordPress allow you to customize these on a page-by-page basis without any technical know-how. Please allow about 20 minutes. This is one of the biggest things you can do to improve your search visibility.
5. Write like a human, not a robot
The best thing you can do to increase your searchability on Google and AI is to create content that actually sounds like you. A short introduction written in your voice. A blog post about my favorite area. FAQ that answers frequently asked questions from our customers.
AI tools like ChatGPT are being leveraged more than ever from personal websites and blogs. If your site has original, authentic content, it has a better chance of showing up not only in search results but also in AI-generated answers.
6. Claim, fill out and post your Google Business Profile
If you haven’t done this yet, stop everything and do it today. It’s free and one of the most powerful things you can do with local search.
Please add a photo. Please include your area of expertise and location in your description. Ask past customers for reviews. Repurpose your social media content into your Google Business Profile to keep it fresh. Google rewards profiles that are complete, active, and consistent with the rest of your online presence.
Read: Don’t sleep on Google: 7 steps to get more recommendations in 2026
For solopreneurs, your digital presence is the first impression and often the deciding factor before someone picks up the phone.
For real estate agents, your digital presence is your first impression and is often the deciding factor before you even pick up the phone.
your name. your face. your expertise. your location. Even your weirdo. Help people and AI find, understand, and trust you.
Go ahead and make yourself easy to find.
