SEO for Melbourne Real Estate Agents

The Melbourne Real Estate SEO Landscape in 2026

Melbourne's real estate market is Australia's most competitive digital battleground. Over 8,500 licensed agents operate across Greater Melbourne, supported by roughly 3,200 agencies — from single-operator boutiques to national franchises with 50+ offices. The industry generates over $4.8 billion annually in commissions, and the fight for listings has moved decisively online. Vendors now research agents as thoroughly as agents research properties, with 81% of sellers checking an agent's online presence before agreeing to a listing appointment.

The SEO challenge in real estate is unique because you're competing against the portals. Domain, realestate.com.au, and their subsidiaries dominate the top positions for property search queries. You won't outrank Domain for "houses for sale Melbourne" — and you don't need to. The opportunity lies in the searches the portals can't serve: agent reputation queries ("best real estate agent Northcote"), suburb expertise content ("Northcote property market report"), and vendor-focused queries ("how to sell my house in Melbourne" or "real estate agent fees Melbourne").

The search behaviour splits into two audiences. Buyers search for properties — and the portals own those queries. Vendors search for agents, market information, and selling advice — and this is where independent agencies can dominate. A single listing won from organic search pays for an entire year of SEO investment. An agent ranking first for "real estate agent [suburb]" generates a steady pipeline of listing enquiries worth hundreds of thousands in annual commission.

The market shift toward vendor-side SEO is accelerating. Vendor-paid advertising (VPA) on portals has become standard, which means your agency's own website is where you demonstrate value. Agents who publish suburb market reports, recent sales data, auction results commentary, and transparent fee information are winning more appraisals because they've already established credibility before the listing presentation. Your website is your pre-appraisal pitch — if it looks like a template with stock photos and no substance, you've lost before you walk through the door.

Real SEO Examples: Who's Doing It Right (And Wrong)

Let's look at real Melbourne real estate agencies and analyse what makes their SEO work — or fail.

Your First 30 Days: Step-by-Step Implementation

Don't try to do everything at once. Here's the priority order that gets results fastest:

Keyword Research: What Your Customers Search

Understanding search intent is crucial. Here are the most valuable keywords for Melbourne real estate agencies:

High-Volume Keywords

Keyword	Monthly Volume	Notes
real estate agent melbourne	1,900	Primary target keyword
houses for sale melbourne	6,600	Buyer search intent
property management melbourne	720	Landlord services
real estate [suburb]	varies	Hyperlocal searches
sell my house melbourne	480	Vendor intent
rental properties melbourne	1,600	Tenant searches

Lower Competition Opportunities

Content Strategy: What Real Estate Agencies Should Publish

Most real estate agency websites are glorified listing portals — and they're competing against Domain and realestate.com.au with a fraction of the content and none of the domain authority. The agencies winning on Google have pivoted their content strategy away from listings (let the portals handle that) and toward the content that vendors and landlords actually search for when choosing an agent.

Schema Markup: Ready-to-Use Code

Schema markup helps Google understand your business. Copy and customise this code:

LocalBusiness Schema (Required)

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "RealEstateAgent",
  "name": "Your Business Name",
  "description": "Your description with services and location.",
  "url": "https://yourdomain.com.au",
  "telephone": "+61-3-XXXX-XXXX",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Melbourne",
    "addressRegion": "VIC",
    "postalCode": "3000",
    "addressCountry": "AU"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Services",
    "itemListElement": [
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Property Sales"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Property Management"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Rental Services"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Property Appraisals"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Auction Services"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Buyer Advocacy"}}
    ]
  },
  "aggregateRating": {"@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "127"}
}
</script>

12-Month Content Calendar

Consistent content signals to Google that your business is active. Here's what to post each month:

Monthly Content Rhythm

Competitor Analysis Framework

Understanding what competitors do well (and poorly) helps you find opportunities.

Portal Independence: Building Your Own Lead Channel

Australian real estate is dangerously dependent on two portals — Domain and realestate.com.au — for buyer leads. Agencies spend $50,000–$200,000+ annually on portal subscriptions and vendor-paid advertising. SEO represents the only scalable alternative for generating leads you actually own, without a per-listing cost and without the portal controlling the relationship between you and the buyer or vendor.

The strategic shift isn't about replacing portals overnight — it's about building a parallel lead channel that reduces your dependency over time. Agencies that invest in SEO typically see organic leads reach 20–30% of total enquiries within 12 months, growing to 40–50% within 24 months. Each organic lead costs effectively nothing after the initial SEO investment, compared to $50–$150 per portal-generated lead.

Local SEO Playbook: Owning Your Farm Area

Real estate is the original "farm area" business — and local SEO is the digital version of letterbox drops. Your Google Map Pack presence determines whether vendors in your area find you or your competitor when they search "real estate agent near me." The Map Pack is particularly powerful in real estate because vendors overwhelmingly prefer agents who are physically located in or near their suburb.

Your Google Business Profile should be treated as your most important digital asset after your website. Complete every field: office hours (including Saturday inspection times), services (list "Property Sales," "Auctions," "Property Management," "Rental Appraisals"), and attributes. Upload 100+ photos: your office exterior, your team, open home events, sold properties, and community involvement. Post weekly with auction results, new listings, market updates, and team achievements.

Build suburb landing pages for every area in your farm. These aren't thin doorway pages — they're comprehensive local resources. Each page should include current median prices, recent sales your agency achieved, local school catchment information, transport links, and your agent's personal commentary on the market outlook. Reference specific streets, landmarks, and local businesses. The more hyper-local your content, the more Google trusts you as the authority for that area — and the more vendors trust you to sell their home.

The Cost of NOT Doing SEO

Every day you're not visible in Google, competitors win jobs that could be yours. Let's do the maths:

Technical SEO Checklist

Technical issues can tank rankings no matter how good your content is:

Google Business Profile Checklist

Your GBP is often the first thing customers see. Make it count:

Frequently Asked Questions

How much does a real estate agent charge?

Standard commission: 1.5-2.5% of sale price plus GST in Melbourne. Some agents charge fixed fees or tiered rates. Marketing costs ($5,000-15,000) are usually additional. Always negotiate and compare.

How do I choose a real estate agent?

Look at recent sales in your suburb, check reviews, interview 3 agents, ask about their marketing strategy, and understand their fees. Experience in your specific property type matters.

What's my house worth?

Get 2-3 appraisals from local agents. Check recent sales of similar properties on Domain/realestate.com.au. Online estimates are rough guides only - local agents know the micro-markets.

Should I sell at auction or private sale?

Auctions work well for unique properties or hot markets with multiple buyers. Private sales suit slower markets or properties needing specific buyers. Your agent should advise based on current conditions.

When is the best time to sell?

Spring (Sep-Nov) and Autumn (Mar-May) are traditionally strongest. However, less competition in winter can benefit sellers. Local market conditions matter more than season.

How long does SEO take for real estate?

Expect initial visibility improvements in 3-6 months, with significant vendor enquiries in 6-12 months. Real estate is hyperlocal - suburb content is key to ranking.