3 Local SEO Mistakes That Stop Realtor Websites From Ranking in Their Own Market

The real estate and construction market in the U.S. is brutally competitive.
When someone searches “real estate agent near me” or “homes for sale in Dallas,” Google shows only a few businesses on the first page.

Here’s the harsh truth:
If your website isn’t showing up there, your ideal clients are finding — and choosing — your competitors.

I often see this when working with realtors.
They invest heavily in beautiful websites but remain invisible in local searches because of three simple SEO mistakes.
The good news? Once you fix them, you can generate consistent leads without relying only on referrals or ads.

Mistake #1: Ignoring Google Business Profile (GMB)

Your Google Business Profile is your digital storefront — yet most realtors either skip it or leave it incomplete.

I’ve seen profiles with no photos, missing office hours, outdated contact info, or no reviews at all.
Now imagine a buyer searching “best realtor in Miami” and finding your competitor with 50 reviews and fresh photos, while your profile looks abandoned.
Who do you think they’ll call?

How to fix it:

• Claim and fully optimize your Google Business Profile.
• Add real photos of your properties and team (no stock images).
• Post weekly updates — new listings, open houses, or simple tips for buyers.
• Ask every happy client for a review, and reply to each one personally.

👉 Think of it like Russell Brunson explains in DotCom Secrets: your funnel isn’t just about capturing leads — it’s about building trust at every step.
Your Google profile is often the first step in your local funnel.

Mistake #2: Inconsistent NAP (Name, Address, Phone)

Google acts like a detective.
If your business details — Name, Address, and Phone (NAP) — don’t match across platforms like your website, Zillow, Realtor.com, or Yelp, Google starts to doubt your credibility.

For example, if one listing lists “ABC Realty LLC” and another lists “ABC Real Estate,” or one uses your office line while another uses your cell phone, that inconsistency hurts your ranking.

How to fix it:

• Audit all your online listings and correct inconsistencies.
• Use the same business name everywhere.
• Stick to one phone number and address format.
• Update old profiles instead of abandoning them.

👉 Just like Brunson’s funnel analogy — consistency keeps prospects moving forward.
If they hit a “leak” (inconsistent info), you lose them.
In local SEO, Google is the prospect — and it rewards businesses that look trustworthy.

Mistake #3: Poor Local Keyword Targeting

This one’s a big deal.
Most realtors try to rank for broad terms like “real estate agent” or “buy a house.”
Those keywords are too generic, too competitive, and rarely attract ready-to-buy local clients.

What works better are geo-targeted keywords, such as:

• “Homes for sale in Miami Beach”
• “Dallas commercial real estate agent”
• “Best realtor near me”

How to fix it:

• Create separate pages for each city, neighborhood, or ZIP code you serve.
• Write unique property descriptions (avoid copying MLS text).
• Naturally include city names, neighborhood terms, and “near me” phrases in your content.
• Use schema markup so Google clearly understands your service areas.

👉 As Brunson would say, “Speak to your dream customer.”
Instead of shouting into the crowd, target the people already searching for a realtor in your market.

Final Takeaway

Local SEO isn’t about outsmarting every realtor in the U.S.
It’s about owning your own market.

By fixing these three mistakes — optimizing your Google Business Profile, keeping your NAP consistent, and targeting local keywords — you’ll build a steady flow of leads straight from Google.

Pair that with a simple funnel (like the ones Russell Brunson outlines in DotCom Secrets), and you’ll have a system that attracts, nurtures, and converts clients step by step.

Ultimately, buyers and sellers want one thing: trust.
Google looks for it.
Your website should show it.
And your funnel must deliver it.

📌 Action Step:
Take 30 minutes today to audit your Google profile, correct any inconsistent listings, and ensure your website effectively targets your local market.
These minor improvements can transform your website into your most effective lead generator.