Convert Digital
Helping estate and letting agents generate consistent, high-quality leads for instructions, valuations, property management, and other property services.
From single-branch agencies to national property groups, estate and letting agents across the UK trust Convert Digital for a competitive edge in local property search.
Buyers and tenants are searching for homes in whole new ways. Modern, specialist SEO helps estate and letting agents adapt and unlock new markets and revenue streams at a time when AI-search continues to gain traction and portals like RightMove and Zoopla become the default for most.
Discover how Convert Digital helped Helmores dominate local map packs, achieve top rankings for their top keywords, and secure strong visibility across AI search platforms.
We offer a range of competitive monthly SEO packages built around our clients’ needs. While each package outlines core deliverables, we tailor each strategy to your agency’s goals, services, locations, and existing digital infrastructure.
Convert Digital is trusted by
From Google search results and AI Overviews to generative-style answers and emerging AI search modes, visibility everywhere matters more than ever. While Google’s ecosystem—including traditional search, AI Overviews, and AI Mode—continues to dominate, third-party LLMs like ChatGPT, Grok, and Claude, as well as social platforms like Meta and TikTok, are claiming an ever-bigger share of the action.
For sales and letting agents, this means a shift in how buyers, tenants, sellers, and landlords discover information, compare options, and make property decisions. Agencies that manage to adapt win trust, visibility, and instructions.
Despite the dramatic changes in how users access information, rely on zero-click answers, and explore new platforms, the fundamentals of traditional SEO still matter.
Strong organic SEO performance means that Google trusts your business to best serve their users’ needs, and the same trust signals that build trust with Google—quality content, authoritative backlinks, accessibility of information, and more—also build trust and increase visibility across all platforms, including generative search.
Effective SEO for sales and letting agents starts with understanding how real buyers, tenants, sellers, and landlords search. Even agencies at the top of their Google game can benefit from an updated keyword research that considers how the same information might be accessed in, for example, conversational search.
A strong keyword strategy goes beyond obvious terms like “estate agent near me”. It maps the full property journey for buyers, sellers, letters, and tenants alike, covering sales, lettings, valuations, property management, compliance services, and more. This ensures your agency appears at every point of the journey.
For modern agencies, keyword research must also account for how AI systems interpret relevance. Clear topical authority, consistent language, and well-structured content help search engines and large language models understand what you offer, where you operate, and why your agency is the best choice—improving visibility across traditional search results, AI Overviews, and generative answers alike.
Backlinks remain one of the strongest indicators of trust in search—not just for Google, but for AI-powered search systems that evaluate authority, credibility, and brand prominence.
Even well-established estate agent websites often have under-developed backlink profiles. This means that, despite strong on-site SEO, competitors with better link authority can still outrank them.
The good news?
It’s far better to have too few links than too many poor-quality ones. But it does mean you need a clear, structured link building strategy to gradually secure consistent page-one visibility
It’s common to see a website with 10 high-quality links outperform a competitor with 100 weak or irrelevant links.
This gives a clear picture of where authority gaps exist and where the fastest gains can be made.
One of the most effective ways to build links is to analyse what’s already working in your local market.
By identifying the top-ranking competitors for your priority keywords, we can examine:
Where their strongest links come from
Which links directly contribute to their visibility
Which opportunities could realistically be replicated or improved upon
This process—known as link prospecting —allows us to build a targeted outreach plan rather than relying on guesswork or generic link schemes.
We typically look for patterns such as:
Local directories and business citations
Partnerships with local organisations and clubs
Mentions on property or regional websites
Coverage from press or industry publications
These insights often reveal quick wins that accelerate ranking improvements.
Every agency occasionally handles unusual, high-value, or eye-catching properties. These can become powerful PR and link opportunities.
Property features often appear in national media articles such as:
“Most unusual homes for sale in the UK”
“Stunning properties you won’t believe exist”
When property listings expire, properly redirecting those URLs ensures that any link value continues to benefit your website.
High-quality business directories still play an important role in reinforcing trust and legitimacy.
Accurate directory listings help Google and AI platforms confirm:
Your business is genuine
Your address and service area are consistent
Your brand information is reliable
This strengthens both local SEO and trust signals across Gogle and AI search.
Universities often publish resources aimed at students and parents around accommodation, housing advice, and local living.
If your agency produces genuinely useful content—such as housing guides, relocation advice, or rental insights—this can create opportunities for high-authority educational links.
A single university link can deliver long-term authority benefits when earned legitimately.
These links are difficult to obtain, but extremely valuable when aligned with high-quality content.
Through analysing estate agency link profiles, a consistent trend emerges:
Agencies that actively sponsor local events, sports clubs, or charities often achieve stronger organic visibility.
These links carry value because:
They reinforce local relevance
They come from trusted community websites
They strengthen geographic authority in your target areas
In addition to SEO benefits, sponsorship also supports brand recognition and community engagement — delivering both marketing and reputational value.
Your agency will face an uphill battle trying to outrank platforms such as Rightmove and Zoopla. When you publish a new property listing on your website and simultaneously push it to portals like Rightmove or Zoopla, Google will almost certainly rank the portal listing higher than your agency’s.
That’s simply because:
Portals are crawled constantly
They carry extremely high domain authority
New listings are indexed very quickly
This means Google may attribute the original discovery of that content to the portal—not your agency website. Historically, this has led to the idea that agents should try to “beat” the portals in search.
In reality, that’s rarely the right goal.
For most estate and letting agents, the commercial opportunity doesn’t sit in outranking Rightmove for individual property listings.
It sits in owning:
Valuation searches
Local agent discovery
Advice-driven enquiries
Trust and relationship building
If your agency secures the valuation and instruction, your property will still benefit from portal exposure once it goes live on Rightmove and Zoopla anyway.
In other words:
This approach is far more scalable and commercially viable than attempting to outrank Rightmove or Zoopla.
There are still situations where it’s beneficial for Google to recognise your website as the original publisher. Virtually all your site’s original content, including area guides, market insights, blog content, evergreen property resources, and high-value editorial pages, at the very least carry a degree of SEO value that should be attributed to your domain.
In these cases, submitting new pages via Google Search Console helps prompt faster indexing and reinforces content ownership.
Many agencies still haven’t fully configured Search Console, despite it being one of the most valuable free SEO tools available.
This improves visibility across both traditional search and AI-powered discovery.
If your agency operates multiple offices across a town, region, or nationally, it’s important that each branch has its own search visibility.
A single homepage can rarely rank effectively for multiple locations at once. For example, if your main website targets Brighton but you also operate offices in Hove, Portslade, and Worthing, it’s unrealistic to expect one page to consistently rank for all those areas.
Strong multi-location SEO ensures that growth in one area doesn’t come at the expense of another.
Just as your homepage requires optimisation (title tags, H1s, supporting content), each office location page also needs to be properly structured and optimised.
Location pages typically allow for more detailed content, which gives you additional opportunities to:
Reinforce geographic relevance
Showcase local expertise and coverage areas
Capture long-tail local searches
One of the most common mistakes agencies make is copying the same content across multiple location pages and simply changing the town or suburb name.
Each location page should include genuinely unique content, tailored to that office’s market, services, and local context.
There’s a lot more to Estate and Letting Agency SEO than simply managing rankings. At Convert Digital, we become part of your team, developing a real understanding of how your agency operates internally and putting processes in place that support long-term growth. This includes clear guidance for creating and publishing listings and content, aligning marketing activity across teams and platforms, and consistently identifying opportunities to strengthen authority and visibility.
Strategic SEO, paid media, web development, content, and conversion optimisation working together to drive consistent, measurable business growth.
Loom video reporting, data-driven reports, and regular online meetings ensure full visibility, accountability, and alignment across the
Ongoing website optimisation, performance improvements, structured data, accessibility, and platform stability to support rankings, usability, and long-term scalability.
Every activity is aligned to enquiries, valuations, instructions, and revenue growth—not vanity metrics, traffic spikes, or disconnected marketing activity.
Like in other competitive industries, estate agency SEO builds momentum over time. While clients facing quickly identified technical issues might see rapid improvements in no more than a few weeks, those building from a stronger base typically start seeing measurable increases in visibility, traffic, and enquiries within 3 to 6 months.
No. Convert Digital agreements operate on a rolling basis with a two-month notice period only.
No. We deliver full-suite digital support including SEO, paid advertising, web development, content production, conversion optimisation, and performance reporting.
While this depends on your technical needs, management style, and SEO package, each month typically includes technical improvements, content creation and optimisation, authority building, performance monitoring, and clear reporting. We also join regular online meetings with your wider marketing teams—such as in-house or third-party developers, advertising partners, and internal stakeholders—to ensure all digital activity is aligned toward the same commercial goals.
Book a free consultation, and we’ll start uncovering your biggest opportunities for improving visibility, enquiries, and conversion performance.
Founder, Technical SEO & AI SEO
Technical & Onsite SEO
Content Strategy & Copywriting
At Convert Digital, we understand that SEO no longer means simply ranking for keywords.
Modern SEO requires a clear understanding of how buyers, sellers, landlords, and renters behave online—and the ability to position your agency wherever high-quality property leads are actively searching.
Complete the form for a free SEO review. We’re looking forward to discovering how we can help your agency become the one to beat.
Simply fill in your details below, call 07907 674084 or email info@convertdigital.co.uk to arrange your free SEO review.
