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Welcome back.
In this edition, you’ll learn how to use branded searches to earn more love from Google, our favorite and necessary tool for creating a referral engine for your business, and how the recent Zillow and Redfin partnership could impact your business.
If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.
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Ready for some actionable insights in store for you in this edition…
One actionable tip that can immediately boost your lead generation
One handy tool that can simplify your tech stack management
One essential news story
…and become at least 1% better at generating the right type of leads.
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How to Leverage Branded Searches for More Organic Traffic from Google
Most Realtors focus on SEO strategies like ranking for “best real estate agent in [city]” or “homes for sale in [area],” but Google is increasingly rewarding businesses that have strong brand presence and attract legitimate branded searches.
If people are actively searching for your name or brokerage, Google takes that as a sign of credibility and authority—helping you rank higher for all your real estate-related searches.
That means if you want to dominate local search results and generate more high-quality leads, you need to prioritize branded searches.
Here’s how to do it.
Why Branded Searches Matter for Realtors
A branded search is when someone types your name or brokerage directly into Google—such as:
“John Smith Realtor”
“Homes by Sarah Chicago real estate”
“Elite Realty Miami”
Why This Matters:
Google sees branded searches as a sign that your business is well-known and trusted. The more people search for you directly, the more likely Google is to:
✔️ Rank your website higher in local search results.
✔️ Show your Google Business Profile more prominently.
✔️ Push your listings, blog content, and social media higher in search rankings.
Step 1: Generate More Branded Searches
Branded searches don’t happen by accident—you need to actively create reasons for people to Google you.
1. Run Job Ads (Even If You’re Not Hiring)
A little-known hack: Posting job listings generates branded searches.
Post an agent recruitment ad on LinkedIn, Indeed, or ZipRecruiter.
Don’t include your website link in the job ad—make candidates Google your name or brokerage instead.
Why It Works:
Even if you’re not actively hiring, people searching for job opportunities will type your brokerage name into Google—increasing branded search volume naturally.
2. Get Featured on Podcasts, Webinars & Local Events
Being mentioned outside your website encourages people to look you up.
Get interviewed on real estate podcasts (e.g., “How I Closed $50M in 2024”).
Speak at local homebuyer seminars or industry panels.
Host webinars on topics like “How to Buy Your First Home in [City].”
Why It Works:
When people hear about you in a podcast or event, they Google you to learn more—boosting your branded search volume.
3. Strengthen Your Presence Across Multiple Channels
The more people see you online, the more likely they are to search for you by name.
Be active on LinkedIn, YouTube, and Instagram.
Use consistent branding (same profile photo, logo, and name everywhere).
Tag your name on your content (e.g., “Presented by [Your Name], Realtor”).
Why It Works:
People recognize your name, which leads to more direct searches for your brand over time.
How do you know if your branded searches are increasing?
Moz’s Brand Authority metric is one way to measure it. This tool analyzes:
How many people search for your brand vs. your competitors.
Your website’s backlink profile and branded search volume.
Whether Google sees your brand as a credible authority in your market.
🔑 Takeaway:
Even if you have strong backlinks, low branded search volume can still hurt your Google rankings.
Step 3: Improve Your Click-Through Rate (CTR) the Right Way
Google prioritizes websites that people search for and click on.
1. Optimize Your Google Business Profile (GBP)
When people search for your name, your Google Business Profile should:
Have professional, high-quality photos.
Display recent 5-star client reviews.
Include links to your website and active listings.
Why It Works:
A well-optimized GBP encourages more clicks, signaling trust to Google.
2. Encourage Clicks from Search Results
If people search for your name but don’t click your website, Google assumes your site isn’t relevant.
How to Fix It:
Use clear, compelling meta descriptions for your site (e.g., “Top-rated Realtor in [City] helping buyers & sellers close deals fast.”)
Get featured on high-authority sites (news articles, local business directories, blogs).
Why It Works:
More people clicking your site tells Google your brand is valuable and relevant.
Final Thoughts: Build a Brand People Search For
If people aren’t searching for you by name, Google doesn’t see you as a trusted brand—no matter how many blog posts or backlinks you have.
📌 Your Action Plan:
✅ Post job ads (to trigger Google searches).
✅ Get on podcasts, webinars, and events (so people hear about you).
✅ Strengthen your social media presence (so your name is top-of-mind).
✅ Measure your Brand Authority (to track progress).
✅ Improve your Google Business Profile & search click-through rate.
💡 The more people search for your name, the higher Google ranks you. Prioritize branded searches, and you’ll dominate your local real estate market.
The Only Tool You Need to Grow Your Local Presence on Google and Build a Powerful Referral Engine
Your business lives and dies on your ability to generate referrals from current and past clients.
A robust referral network is the cornerstone of long-term success, and there’s only one “tool” that is essential to building that engine.
By harnessing the power of this platform, you can turn every satisfied client into a potential advocate for your brand, driving a steady stream of referrals that keep your business thriving.
This week’s edition is necessary if you want to create a referral machine that continuously grows your business.
Tool: Google Business Profile - Enhance Your Local Visibility
Overview: Google Business Profile (formerly Google My Business) is a free platform that lets you control how your business appears on Google Search and Maps. For real estate professionals, this means showcasing your contact information, office hours, property listings, client reviews, and more—all in one centralized hub.
Helpful Features:
Accurate Business Information: Ensure your name, address, phone number, and website are up-to-date for better local search visibility.
Customer Reviews & Ratings: Build trust by displaying and responding to client reviews, which can influence prospective clients’ decisions.
Photos & Videos: Upload high-quality images and virtual tours to highlight your properties and office, creating a visually appealing profile.
Posts & Updates: Share market insights, new listings, open houses, or success stories directly on your profile to keep your audience engaged.
Insights & Analytics: Monitor how customers find your business and interact with your profile, allowing you to fine-tune your local marketing strategies.
How This Tool Can Benefit Real Estate Agents
Google Business Profile is a game-changer for real estate professionals by enhancing your local online presence. Instead of relying solely on traditional advertising, you can now:
✔️ Increase Local Visibility: Appear prominently in local search results and on Google Maps, making it easier for potential clients to find you.
✔️ Build Credibility: Showcase verified information and genuine client reviews to establish trust and authority in your market.
✔️ Engage with Clients: Post timely updates and interact with customer reviews to demonstrate your commitment to excellent service.
✔️ Drive More Leads: A well-maintained profile can drive higher engagement and lead to more inquiries about your listings and services.
Examples of Use Cases:
Online Business Card
Transform your Google Business Profile into a dynamic digital business card that highlights your contact information, office location, and key services.
Example: Share your profile link on social media or in email signatures to provide potential clients with instant access to your details.
Showcasing Property Listings
Use high-quality photos and videos to feature property listings, virtual tours, and neighborhood highlights, giving prospective buyers a glimpse into what you offer.
Example: Regularly update your profile with images of newly listed homes or recently sold properties to boost credibility.
Client Engagement and Trust Building
Encourage satisfied clients to leave positive reviews and respond to all feedback to build a reputation for excellent service.
Example: Highlight testimonials and success stories to establish yourself as a trusted local expert.
How to Get Started
Claim Your Business: Visit Google Business Profile and sign in with your Google account to claim or create your business listing.
Complete Your Profile: Fill in your business details, add photos, set your hours, and include your website and contact information.
Engage Regularly: Post updates, share client reviews, and upload new images to keep your profile fresh and engaging.
Monitor Your Insights: Use the analytics provided by Google Business Profile to track your performance and adjust your local marketing strategies accordingly.
Why Icon is a Game-Changer
Local visibility is critical. Google Business Profile not only improves your online discoverability but also enhances your credibility and engagement with potential clients. By consolidating your essential business information and showcasing your success through reviews and media, you can attract more local leads and convert inquiries into closed deals.
Ready to dominate your local market?
Try Google Business Profile and take the first step toward a more visible, engaging, and trusted online presence!
How Does the Zillow/Redfin Partnership Affect Your Business?
Zillow and Redfin have announced a groundbreaking partnership aimed at enhancing the rental search experience for renters while increasing exposure for property marketers. Under this agreement, Zillow will become the exclusive provider of multifamily rental listings (properties with 25 or more units) on Redfin and its affiliated rental platforms, including Rent.com and ApartmentGuide.com. This move is expected to create a more seamless and expansive rental listing experience.
“Renters want choices, and this partnership will deliver just that — more apartments available across more platforms.”
How This Impacts Real Estate Marketing and Lead Generation
This partnership signifies a major shift in how rental listings are syndicated and marketed for real estate professionals, especially those involved in rental properties. Here’s what it means:
Increased Listing Exposure – Property marketers who advertise with Zillow will now have their multifamily rental listings automatically syndicated to Redfin and its network of rental sites, significantly expanding reach and visibility.
More Lead Opportunities – With Redfin’s growing traffic and Zillow’s dominance in the rental search space, property managers and real estate professionals can expect a higher volume of qualified rental inquiries and leads.
Unified Advertising Solution – Instead of listing rentals on multiple platforms separately, landlords and property managers can leverage a single advertising solution through Zillow, simplifying the process and making it more efficient.
Strategies for Real Estate Agents and Property Managers
Understanding this shift can help you adapt and refine your marketing approach even if you don't directly handle multifamily rentals. Here are a few actionable strategies:
Leverage Cross-Platform Advertising – If you work with rental properties, ensure your listings are optimized for Zillow’s platform, as they will now reach Redfin’s audience as well. High-quality photos, virtual tours, and compelling descriptions will help maximize engagement.
Optimize for Renters as Future Buyers – Many renters will eventually transition into homebuyers. Real estate agents should use this increased rental search activity to nurture relationships with potential future clients by offering insights on homeownership and financing options.
Monitor Industry Trends and Adapt – This partnership reflects a broader industry trend of platform consolidation and tech-driven real estate solutions. Agents and property managers should stay updated on similar developments to ensure they remain competitive in a shifting digital landscape.
The Future of Rental Listings
The Zillow-Redfin collaboration underscores the increasing demand for streamlined rental search experiences. For real estate professionals, this means adapting to a marketplace that continues to evolve toward digital-first experiences and broader listing syndication.
As Zillow begins syndicating multifamily rental listings to Redfin this spring, agents and property managers should prepare for increased online engagement and capitalize on new lead generation opportunities in the rental market.
What did you think of this week's email?
Thanks for reading.
See you next week.
The Real Estate Marketing Update Team @ imFORZA