The real estate market is tricky. It’s always changing, and agents are constantly looking for a competitive edge. They need your SaaS, even if they don’t know it yet. But if agents can’t find your software solution when they’re searching for help, it’s like you don’t exist. With today’s tech, SaaS companies don’t need a crystal ball. Instead, just look at what the top-producing real estate tech companies are doing to dominate search results.
Take industry giants like Follow Up Boss or BoomTown. They are popular because their platforms are reliable and built specifically for an agent’s workflow. Every SaaS company today wants that kind of market penetration. A good starting point is the implementation of SaaS SEO services to strengthen visibility and brand presence. It might feel like a risk to invest time and money, but you can always get support from B2B marketing experts if you hit a snag.
What Does a Winning SaaS SEO Campaign for Real Estate Tech Look Like?
Most SEO basics for B2B SaaS are the same. The real difference is your audience. You’re fighting other SaaS companies, generic (non-real-estate) software, and an agent’s old habits, like using a spreadsheet. This means your product stays in the top search results only if you consistently invest in your digital brand.
Effective SEO work for PropTech is made up of dozens of small but important components. Some tactics are traditional, while others require a deep understanding of the real estate niche.
The best approach is a stable strategy that uses current tactics. This includes the following popular solutions:
- Know Your Real SaaS Competition.
You can’t skip this step. You have to understand what other software for agents you’re up against. You’ll need special web tools for this. That way, you can see what keywords they rank for, like “real estate lead generation software” or “best CRM for realtors“. And find gaps you can fill. - Target the Agent’s “Pain Points.”
Don’t just target “real estate software.” That’s too broad. You’ll be buried. Target specific “long-tail” keywords that solve a problem. For modern SaaS companies, reaching a niche B2B audience and winning over brokerages is essential. That means creating content around topics like “how to automate client follow-up for realtors” or “best virtual tour software for luxury listings.” - Creating Niche Guides for Agents.
Another great tactic is to create additional resources. A business needs to expand, but it must be done carefully. This means not only growing your keywords but also figuring out what agents really want to know. Offer a “First-Time Agent’s Guide to Tech” or “The Best Way to Market a New Listing Online.” - Finding Other Ways to Showcase Your Software.
Businesses can prepare for this in advance. Expansion and scaling are always on the table. You can explore alternative ways to market your platform. This means going beyond basic screenshots. Showcase video tutorials, “day in the life” case studies, and 3D walkthroughs of your software. Talk about the lifestyle, how your tool saves agents time and helps them close more deals, not just the features. - Creating Comparison Pages.
When a SaaS business knows its product is better, use that to your advantage. Additional comparison web pages will significantly increase organic traffic. They also help attract qualified leads faster by making their purchasing decisions easier. A page titled “Our CRM vs. Your Competitor” or “Why Our Tool is Better Than a Basic Spreadsheet” captures buyers who are close to making a decision.
Additionally, other practices can be tried: for example, optimizing your Google Business Profile (for B2B, this builds trust), building a strong social media presence on platforms like LinkedIn, and creating unique infographics about market trends for agents.
You can also actively manage your reputation on software review sites like G2 and Capterra. Your market popularity is within reach if you apply these SaaS SEO strategies wisely.