Real estate firms turn to SEO specialists to boost web traffic

Compass comes up with variations of popular keywords and then analyzes which ones are most likely to generate leads


When it comes to capturing web traffic, luxury real estate firms are digging deep to drive up sales.

Brokerages are increasingly hiring internet search-engine specialists to reach more buyers, according to the Wall Street Journal.

Christian Mezzina, senior product-marketing manager at Compass, said the tech-oriented brokerage develops variations of popular keywords and then analyzes which ones are most likely to generate leads, rather than page views.

An increased focus on SEO isn’t a surprise.

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Last year, Douglas Elliman stopped distributing its magazine Elevate. The Corcoran Group also opted for an online-only lifestyle blog called Inhabit in lieu of a print magazine. Jeff Hummel, Elliman’s New York firm’s chief technology officer, said about seven people focus on web marketing at Elliman.

Phrases like “modern, waterfront home in Bridgehampton” will be repeated across all online marketing platforms and on social media, which in turn will increase the likelihood for search engines to display Douglas Elliman listings over those of its competitors, Hummel said. The firm also creates landing pages to help boost its overall traffic.

An analysis of Zillow’s listings shows the most commonly used keywords revolve around words in categories like space, acre and acreage; words focused on scenery, like view, outdoors and stunning; and words that revolve around amenities, like custom, gourmet, design, chef, detail and marble.

TripleMint, a Manhattan-based listings website, found that brand names like Crestron, a home-automation system, and Molteni, an Italian furniture company, appeared frequently. Carrara, as in the marble, also ranked among the most popular. [WSJ] – Amanda Rabines