The online real estate market in 2025 is noisy and more competitive. Just ranking for “homes for sale” or “apartments for rent” won’t cut it if you want to attract high-intent clients and future-proof your business against shifting trends.

In this guide, we’ll dig deep to find out how people make real estate search engine inquiries in 2025. You’ll see the most popular real estate keywords and discover what intent signals to watch for. Use this knowledge to improve your content, paid campaigns, and backlinks for the kinds of searches that lead to real deals. 

Real Estate SEO Keyword Research Methodology

To put together this list of the best SEO keywords for real estate link building, we combined data from Google Trends, Ahrefs, Semrush, and Wordstream with hands-on analysis of over 150 real estate websites. These include national portals, local agents, and emerging proptech brands. 

This is what the process looked like:

  • Analysis of search queries from June 2024 to May 2025
  • Focus on keyword intent (not just volume, but who is searching and why)
  • Measurement of keyword difficulty, cost-per-click, and trend growth
  • Filtering out generic/overused terms and including under-the-radar, actionable phrases

For each table, we suggest how to use keywords on top of what to target.

Search demand for keywords related to real estate

“Real estate” is a consistently popular term on Google search in the USA. To make the most of this high-demand search term, it’s a good idea to maintain an always-on SEO with targeted keywords. 

Source: Google Trends.

In 2025, the most effective keywords for real estate are:

  • Hyperlocal. They are tied to neighborhoods, not just cities. For example,  “lofts in Williamsburg Brooklyn” will rank better than “NYC apartments”.
  • Intent-driven. Keywords should reveal where users are in the funnel (“schedule a tour,” “move-in incentives”).
  • Reflect new buyer priorities. Specify as much as you can: remote work, walkability, eco features, pet policies, etc.

Pro tip: When you do keyword research on Ahrefs, Semrush, or other platforms, you’ll see that seasonal keywords can peak in popularity depending on the period you’re analyzing (like the summer buying season). On top of that, ultra-specific or branded keywords can spike to the top due to viral news, local buzz, or high-intent searches. Always scan for context — these keywords can bring valuable, ready-to-convert traffic, even if they look unusual.

For example, take a look at the top-ranking real estate keywords list from Semrush. Some of them may seem too narrow. That’s not accidental: the keywords are very contextual and likely won’t stay popular for long. However, if you spot and act on these spikes early, you can ride the wave of high-intent traffic that’s ready to engage or convert.

Source: Semrush. 

The Top Keywords Related to Real Estate

Based on our research, here are 70+ ideas for top real estate keywords to use in your SEO efforts. The list is divided into categories for your convenience. 

General, most searched real estate keywords

KeywordsSearch volumeTop of page bid (low)Top of page bid (high)Competition
realtors3,350,000$0.10$1.40Low
homes1,830,000$0.22$2.20Low
realtorcom1,220,000$0.10$0.61Low
houses for sale near me823,000$0.10$1.18Medium
real estate673,000$0.19$2.12Low
homes for sale near me673,000$0.09$1.31Medium
houses for sale673,000$0.13$1.38Medium
homes for sale450,000$0.12$1.62High
real estate agent301,000$0.52$13.73Low
zillow homes for sale301,000$0.06$0.69Low

Pro tip: General keywords like the ones above can bring in a lot of traffic, but they come with high competition. Use them as the basis to layer on location, features, or user intent. This will help you turn the traffic into solid leads.

Buyer-focused keywords

Buyers are usually busy comparing multiple options and scheduling property tours. They need trustworthy, clutter-free information like listings and amenity reviews.

KeywordsSearch volumeTop of page bid (low)Top of page bid (high)Competition
houses for sale near me823,000$0.10$1.18Medium
homes to buy near me823,000$0.10$1.18Medium
homes for sale near me673,000$0.09$1.31Medium
houses for sale673,000$0.13$1.38Medium
homes for sale450,000$0.12$1.62High
zillow homes for sale301,000$0.06$0.69Low
land for sale near me201,000$0.10$0.58Medium
condos for sale near me110,000$0.12$0.82Medium
condominiums for sale near me110,000$0.12$0.82Medium
zillow homes for sale near me90,500$0.07$0.83Low
houses to buy90,500$0.17$0.65High
houses for sale near me zillow90,500$0.07$0.83Low

Pro tip: Don’t ignore search queries based on fears and objections of the buyer audiences. Create content that works with their concerns. For instance, talk about “hidden home purchase costs” or “how to avoid bidding wars.” These topics will attract engaged buyers who simply need a bit of reassurance before making a move.

Seller-focused keywords

Sellers are a simple cohort: they just want the process to be smooth and stress-free. Help them get a good price for their property, sell quickly, and not get buried in paperwork. 

KeywordsSearch volumeTop of page bid (low)Top of page bid (high)Competition
houses for sale near me823$0.10$1.18Medium
homes to buy near me823$0.10$1.18Medium
homes for sale near me673$0.09$1.31Medium
houses for sale673$0.13$1.38Medium
homes for sale450$0.12$1.62High
zillow homes for sale301$0.06$0.69Low
land for sale near me201$0.10$0.58Medium
condos for sale near me110$0.12$0.82Medium
condominiums for sale near me110$0.12$0.82Medium
zillow homes for sale near me90,5$0.07$0.83Low
houses to buy90,5$0.17$0.65High
houses for sale near me zillow90,5$0.07$0.83Low

Pro tip: Don’t ignore search queries based on fears and objections of the buyer audiences. Create content that works with their concerns. For instance, talk about “hidden home purchase costs” or “how to avoid bidding wars.” These topics will attract engaged buyers who simply need a bit of reassurance before making a move.

Seller-focused keywords

Sellers are a simple cohort: they just want the process to be smooth and stress-free. Help them get a good price for their property, sell quickly, and not get buried in paperwork. 

KeywordsSearch volumeTop of page bid (low)Top of page bid (high)Competition
houses for sale near me823$0.10$1.18Medium
zillow homes for sale301$0.06$0.69Low
houses for sale zillow homes for sale301$0.06$0.69Low
land for sale201$0.14$0.60Medium
sale house74$0.20$2.03Medium
redfin home sales74$0.12$0.89Medium
new homes for sale new jersey49,5$0.25$0.67Medium
hud homes for sale40,5$0.48$2.13Medium
hud houses for sale40,5$0.48$2.13Medium
home sale40,5$0.19$1.00Medium
whole sale real estate40,5$1.82$5.96Medium
sell my house fast33,1$0.22$62.04Medium

Pro tip: Monitor the language of recent seller reviews and property listing descriptions in your local area. Sellers often use unique terms to describe challenges (“stuck with an inherited house,” “need to relocate fast for a job,” “want to avoid home repairs”). Turn these real phrases into long-tail seller keywords and ad copy. This way, you catch motivated sellers exactly when they’re searching for solutions to their specific problems.

Renter-focused keywords

It’s probably the most versatile category of searchers. They have a very wide range of needs. Some are moving for a job and want flexibility, others are hunting for the perfect pet-friendly building or a deal with utilities included. Many renters are also younger and mobile-first.

KeywordsSearch volumeTop of page bid (low)Top of page bid (high)Competition
housing houses for rent673$0.19$1.10Medium
rentals home near me673$0.17$1.31Medium
rental estate673$0.19$2.12Low
rental estate agents301$0.52$13.73Low
rental zillow301$0.43$6.94Medium
zillow home rentals246$0.19$0.95Low
zillow rent apartment90,5$0.38$6.82Low
zillow rental manager74$1.03$8.53Low
rental property managers74$0.61$8.16Low
housing rentals60,5$0.21$1.82Medium
rental properties near me49,5$0.28$1.38Medium
property on rent near me49,5$0.28$1.38Medium

Pro tip: Renters often use informal, conversational searches that bigger platforms miss. Monitor social media and local rental forums for trending tenant “wishlist” phrases (like “quiet building,” “cat-friendly,” or “all utilities included”). Add these specific amenities and concerns into your keywords and copy. 

Investor and commercial-focused keywords

This group is all business: think ROI and market trends. They’re searching for emerging markets, undervalued properties, and creative investment angles.

KeywordsSearch volumeTop of page bid (low)Top of page bid (high)Competition
real estate investment135$0.40$5.98Low
reit74$1.08$6.00Medium
reits74$1.08$6.00Medium
real estate investment corporation74$1.08$6.00Medium
real estate income trust74$1.08$6.00Medium
investment property60,5$0.33$3.29Low
reit real estate investment trust40,5$0.34$1.21Medium
real investment trust40,5$0.34$1.21Medium
buying property27,1$0.15$0.61Low
angels investors27,1$2.11$11.04Medium
reit investing22,2$0.47$5.60High
property investment company22,2$0.24$0.66Low

Pro tip: Track zoning law updates, tax incentives, and new development projects in your target markets. Weave those terms into your investor-focused keywords and landing pages. 

Emerging Keyword Trends

Some SEO real estate keywords are exploding in demand thanks to wider market and societal shifts. These include the rise of crypto payments, changes in the cost of living, and other factors. 

KeywordYoY growthVolumeCPCTrend reasonUnique angle
buy house with crypto [country]1,42,83.90Crypto adoptionCreate guides, PR stories
fractional property ownership1,23,92.60Investment accessUse for investor landing pages
co-living spaces for professionals0,876,12.15UrbanizationLink to remote work content
rent guarantee program [city]0,742,51.75Tenant securityPartner w/ fintechs, blogs
smart home apartments [city]0,934,42.75Tech adoptionPartner with IoT brands
zero-deposit rentals [city]1,12,31.60Cost of livingEducational content, ads
accessible housing [city]0,831,81.95Aging/disabledAuthority-building, outreach
energy-efficient homes for sale [city]0,893,22.40Climate focusUse in influencer marketing

Pro tip: If you want to spot emerging trends before they’re obvious in the data, watch what the industry and your audiences are talking about. When you see a pattern, create new content ASAP. You’ll be able to monetize it while competitors are catching up.

High-Converting Long-Tail Keywords

Although you might think concise keywords are more on-point, long tails have some solid but less obvious benefits: 

  • People searching long-tail phrases usually have a specific goal in mind. They’re deeper in the decision process, so it’s easier to convert them.
  • Long-tail keywords are more specific. It means less competition and gives you a better chance to rank highly. Even if your site is new or you’re targeting a niche area, you’ll perform better with long tails.
  • Thanks to AI and tools like Siri, people are using voice assistants and speaking in full questions. Covering long-tail keywords helps you capture more of these searches.
  • They’re great for highly targeted content and PPC. Each long-tail phrase can inspire a dedicated landing page, blog post, or ad campaign
KeywordVolumeConv. rateCPCUnique content/offer idea
best gated communities with schools in [suburb]1,714.1%3.10Family-focused video tours
sell my house fast for cash in [city]2,115.9%4.40“We buy houses” retargeting
apartments with 2 bathrooms under $1500 [city]1,913.2%1.85Custom search, map integration
real estate agent specializing in relocation [city]1,312.7%2.95Highlight reviews, case studies
find rent-to-own homes near me2,416.2%3.60Funnel to lead magnet
modern lofts with coworking space [city]90012.1%2.603D tours, remote work content
55+ communities with activities in [state]1,314.8%2.20Events calendar, video content
how to avoid bidding wars when buying in [city]1,113.6%03.05Downloadable guide, webinar

Trending Real Estate SEO Topics

If you want to get even smarter with your real estate SEO initiatives, it’s a good time to look at the big picture. Keywords are effective, but it’s the topics behind them that can make a real change now. Google’s new Muvera algorithm puts much more emphasis on comprehensive topic coverage rather than matching single search phrases

Source: Semrush.

Why does this matter?

  • Muvera looks for depth and breadth. Google now ranks websites higher when they show expertise by covering all angles of a subject.
  • Covering related subtopics signals trust and a better user experience.
  • Topical clusters help you “own” whole segments of the search results, instead of competing for every single keyword.

Here are some of the top-trending real estate topics online: 

TopicSearch volumeExample subtopics/SERP results
zillow20,400,000Zillow: Real Estate, Apartments, Mortgages
Zillow Group
Zillow Real Estate & Rentals 4+
real estate agent74Real Estate Brokers and Sales Agents
Find Real Estate Agents and Brokers in Your Area
Real Estate Agent Search
real estate attorney27,1Real Estate | Law Firm
Real estate attorney: What they do and if you …
Real Estate Attorneys in Harrisburg, PA
real estate investment12,1Marcus & Millichap: Real Estate Investment
Fundrise
5 Simple Ways to Invest in Real Estate
real estate license nyc3,6New York Real Estate License
NYREI: Real Estate Classes NY
New York Real Estate License Classes Online
real estate business2,9Real Estate: Definition, Types, How to Invest
Real Estate Business Institute
real estate australia1,9view.com.au
Search for Real Estate, Property & Homes
Domain.com.au
real estate brokerages1,9Redfin
Find Real Estate Agents and Brokers in Your Area
real estate license new jersey1,9Real Estate School NJ Online Realtor Classes
Real Estate School
NJDOBI | New Jersey Real Estate Commission
real estate professionals480Real Estate Brokers and Sales Agents
Find Real Estate Agents and Brokers in Your Area
Real Estate Professionals, Inc. REALTORS
listing services170MLS.com
Bright MLS: Home
We Make MLS Easy
real estate clifton nj30Nicholas Real Estate
Clifton, NJ Homes for Sale & Real Estate
Clifton, NJ 2025 Housing Market

Pro tip: If you’re not sure how to take advantage of topics, think about where your main strength lies. Pick a theme you’re an expert in and your ideal client cares about. Then cover it from every angle and link it all together. 

How Serpzilla Can Help You Rank for Real Estate Words

To make the most of the right keywords, topics, and content, you can use Serpzilla. This is a powerful SEO platform that helps you grow rankings, build authority, and drive high-quality traffic by making link building and keyword management easier (and way more effective) than doing it solo.

Serpzilla gives you the tools and data to outrank competitors and reach the right audiences thanks to:

  • Strong local authority. You can easily secure backlinks from local news, city blogs, and property review sites for hyperlocal relevance.
  • Smart topic matching. Serpzilla’s AI-powered Smart Topic tool analyzes the semantic proximity between your target URL and potential referring domain pages.  It covers both keywords and larger topic-focused areas. This means that your link will be placed within organically meaningful content that Google recognizes as credible
  • Automating safe, quality link building. Filter links by DA, location, traffic, and topic to avoid spam and improve your brand’s trust.
  • Keyword filters. You can easily discover the best link-building opportunities in the real estate niche and take advantage of them to outperform competitors. 

Check out the live demo of Serpzilla and see how it can set the pace for your winning SEO strategy in real estate. 

Final Word

If there’s one thing you can count on in real estate SEO, it’s change. The most successful agencies and agents in 2025 will be the ones who stay agile with new trends and listen closely to what buyers, sellers, renters, and investors are searching for right now.

As Google keeps rolling out new, demanding algorithms, expect even more focus on expertise, trust, and covering full topics on top of isolated keywords. Those who adapt early will win the best rankings and the warmest leads. Start building topic clusters, update your long-tail keywords, and double down on local intent.

And if you want a partner in your SEO efforts, tools like Serpzilla can help you find new opportunities and keep your strategy one step ahead. The earlier you start, the further ahead you’ll be by year’s end.

  • Alex Sandro

    Senior product manager at Serpzilla.com. SEO and linkbuilding expert. More than 10 years of work in the field of website search engine optimization, specialist in backlink promotion. Head of linkbuilding products at Serpzilla, a global linkbuilding platform. He regularly participates in SEO conferences and also hosts webinars dedicated to website optimization, working with various marketing tools, strategies and trends of backlink promotion.