SEO for brokerages

A brokerage’s search presence is usually an accident — a home page that ranks for the brand name, agent bios nobody searches for, and the entire local-query landscape ceded to portals. Meanwhile the brokerage pays for that ceded ground twice: once in portal spend, once in agents wondering what the office marketing actually does. Our brokerage SEO engagement is the deliberate version: the full local-search footprint of every market you serve, built once, owned permanently, on your domain.

The engagement shape

Domination: 150 pages, $5,000 CAD, one-time. The largest of the page-build packages and the one shaped for office scale — enough count to cover multiple territories at depth: communities, neighbourhoods, property niches, and the searches each office’s market actually types. It’s bought in the dashboard, with a human scoping pass on the way in. When delivery ends, the engagement ends; there is no retainer, no monthly minimum, no meter running on pages you already own. (Teams inside the brokerage sometimes start smaller — the 35 and 75 page tiers are covered on SEO for real estate teams.)

What each of the 150 pages gets

Every slot in the build receives the same treatment: prose written against one specific local query, its title and description tuned to match, headings ordered so machines and humans read it the same way, structured data covering both the page and the inventory it cites, described imagery, and link plumbing that routes readers into the brokerage’s on-market homes for that ground. Built on the brokerage platform, the pages sit on fast infrastructure with a live board feed underneath — TRREB in production today, the Vancouver tri-board integration built and awaiting production approval — which is what lets a community page show that community’s actual inventory instead of going stale.

Deliverables management can audit

A page list agreed before writing starts. A hundred and fifty pages shipped against it, reviewable as they land. Sitemap and interlink integration on delivery. And downstream, the part retainer clients never get: attributed outcomes. Search-driven visitors who register or inquire enter the office’s routing with their source intact, so the brokerage lead-gen reporting shows organic’s contribution seat by seat, month by month, in the same view as paid.

Process

1. Coverage mapping. Every market, ranked by opportunity and office priority; 150 slots allocated where they’ll earn most. You approve the map before a word is written.
2. Systematic build. Written, structured, marked up, linked — shipped onto your domain in review batches.
3. Handover without a leash. The pages are yours. Analytics and lead attribution run on the platform you already operate; nothing about the build requires us monthly.

Why not leave SEO to each agent

Thirty agents buying SEO individually produce thirty thin websites competing with each other for the same queries — splitting authority the office could have concentrated. One build on the brokerage domain stacks every page’s weight onto one asset, covers ground systematically instead of redundantly, and survives turnover: pages built on personal sites leave when the agent does. The office should own its search presence the way it owns its sign inventory — centrally, because fragmentation wastes it.

Allocating the slots

A hundred and fifty pages is a budget to spend deliberately. The mapping exercise weighs listing volume by market, competitive gaps where portals rank with thin generic content, office priorities — a new branch needs air cover more than an established one — and the niches the roster genuinely services. The output is a concrete page list management signs before writing begins, which doubles as the audit trail: six months later, “did we get what we bought” has a checklist answer.

Cost in context

$5,000 one-time is what many brokerages spend on portal placements in a month or two — and portal spend buys placement on someone else’s asset, where your listings advertise the portal’s brand and generate leads the portal resells. The build puts the equivalent demand surface on infrastructure you own. Platform pricing itself is published from $999/month for the office on pricing; the build is a separate, optional, one-time line, and its per-page cost — $33.33 — is the lowest in the catalogue.

Who this is for

Brokerages consolidating marketing from per-agent improvisation into an office asset. Independents whose franchise competitors outspend them on brand but neglect local queries — the ground a systematic build takes and holds. Multi-office operations that want each market’s search presence handled once, properly, instead of thirty times badly. And brokerages building a recruiting story on demonstrable demand generation.

Who it isn’t for: a brokerage with no routing discipline yet. Build the distribution machinery first; pages that generate leads nobody answers just document the problem.

The asset framing

Everything else in a brokerage’s marketing budget is an expense that stops working when it stops being paid. A ranked page footprint is closer to leasehold ground: built once, held cheaply, compounding as it ages. Five years from now the retainer money is gone either way — the question is whether the rankings are yours. Agents move, campaigns end, budgets reset; a domain that owns its markets’ questions keeps paying rent to no one. That position is what the build purchases.