Becoming a Real Estate Photographer—Ultimate Guide + Tips

If you’re trying to figure out how to become a real estate photographer, you’re in the right place. It’s a niche with serious demand, and the barrier to entry is lower than you might think. With the right skills, gear, and a bit of hustle, you can turn this into a profitable side gig — or even a full-time career! My guide will teach you how to break in, stand out, and actually make it work.

What exactly does a real estate photographer do?

A great real estate photographer knows how to read the room (literally), control light, compose the right angles, and edit in a way that flatters without faking. Their work isn’t just about pretty pictures; it’s a key part of real estate marketing. High-quality photos help listings stand out and build trust with buyers. 

Here’s what the job involves beyond all the shutter clicks: 

• Scouting spaces and planning the shots based on layout, lighting, and key features
• Staging or adjusting scenes, even small things like curtains and pillows, to clean up clutter
• Making good use of natural and artificial lighting to balance brightness and eliminate harsh shadows
• Shooting wide without distortion using the right lenses and camera height for each room
• Editing for clarity — correcting exposure, white balance, perspective, and saturation
• Keeping track of files and backups (using SD cards, organized folders, and cloud storage is a must!)
• Maintaining all gears like lenses, tripods, lighting, spare batteries, chargers, and even microfiber cloths
• Delivering clean, high-resolution images optimized for the multiple listing service (MLS), real estate sites, and social media

How to become a real estate photographer

Now that you’ve got a clear picture of the job, let’s talk about how to make it happen! Below, I’ve laid out the most essential steps, gear tips, and business moves that’ll help you get started the right way.

Step 1: Study photography basics

If you want to avoid bad real estate photos, you’ve gotta start with the fundamentals. Discover how light works, learn to expose a room correctly, and master the art of composing your shots to create a space that feels balanced and inviting.

You don’t need a fancy setup to get started. If you’re still learning, even your phone can be a solid practice tool! Focus on getting comfortable with light, shadows, and framing, then work your way up. If you’re wondering how to get into real estate photography, it starts with your eye and shooting a lot, even if it’s just your living room for now.

Pro tip: If you know someone willing to lend you a DSLR or mirrorless camera, take advantage of it. The more you shoot, the faster you’ll level up.

Step 2: Invest in the right gear — without overspending!

You don’t need to drop thousands of dollars to start shooting real estate properties. A good entry-level camera, a wide-angle lens, and a sturdy tripod will get the job done. 

What matters more than buying the most expensive gear is knowing how to use it and choosing tools that fit the kind of work you want to do. Start small, learn as you go, and upgrade when you begin to land more clients or feel limited by your current setup.

If you’re ready to start building your kit, I’ve pulled together a list of beginner-friendly gear that’s solid, affordable, and totally capable of producing pro-looking real estate photos:

Pro tip: If you’re not quite ready to commit to buying everything brand new, consider renting gear or purchasing used items. Many photographers start with secondhand cameras and lenses in great condition. It’s a smart way to learn what works for you without burning through your budget early on.

Step 3: Build a killer starter portfolio

Before clients will trust you with their property listings, they’ll want to see what kind of results you can deliver, even if you’re just getting started. 

Offer to shoot a few homes for free or at a discount to build up your sample work. Aim for variety if possible: residential interiors, commercial or architectural spaces, and perhaps even an exterior shot around sunset. This is your chance to show range and creativity.

Once you’ve got several solid shoots under your belt, create a simple portfolio site to showcase them. Platforms like Squarespace, Wix, and Format all offer beautiful templates specifically designed for photographers. Plus, they’re super easy to update as you grow. Your site doesn’t need to be fancy, but it should be clean and easy to navigate.

Step 4: Learn to edit photos like a pro

Even the best photos need a little polish. Editing helps balance exposure, correct color issues, and make your photos look clean and consistent, especially when working with challenging lighting or shooting bracketed exposures. Most real estate photographers use tools like Lightroom or Photoshop, but you don’t have to master everything overnight.

If editing feels overwhelming or you’re just too busy to dive deep, that’s totally fine! You can always outsource your edits to a freelancer who specializes in real estate photography. Sites like Fiverr are full of pros who can take your raw files and turn them into clean, MLS-ready images for a reasonable price. It’s a great way to save time and still deliver polished work your clients will love.

Step 5: Set your rates (and don’t be shy about your value)

Pricing can feel awkward when you’re new, but here’s the truth: great photos help agents sell faster, and that is worth real money. Instead of guessing or charging whatever you think someone will pay, think about the value you’re offering. Then, factor in your time, travel, editing hours (if any), gear upkeep, and delivery process — not just the hours you spend during the shoot.

Not sure where to start? Examine local competitors in your market and create a few simple packages tailored to home size or services. Remember to charge fairly, stay consistent, and raise your rates as your experience and confidence grow.

Step 6: Network, market your services, and start landing clients

The most effective way to find clients is by establishing genuine, local connections. Reach out to a few real estate agents, property managers, stagers, or even Airbnb hosts. Offer to shoot their property at a discount or for free in exchange for portfolio use and a testimonial.

Then, start sharing your work on social media. Post before-and-after edits, cool angles, or a slideshow of your best shots. After all, one good client relationship can lead to a steady stream of referrals. Who knows? Your client’s whole brokerage might just hire you as a full-time real estate photographer! 

Bonus skills to set you apart

Once you’ve nailed the basics, there are a few extra skills that can level up your game and make you the photographer real estate agents remember. These aren’t must-have skills when you’re starting, but they can open doors to bigger listings, higher rates, and repeat clients. 

If you’re ready to go beyond the standard shots, here’s where you can shine:

Aerial shots are ideal for listings with large lots, expansive backyards, or distinctive surroundings, as they provide buyers with a comprehensive view of the property in one frame. You’ll need to be FAA-certified to fly commercially in the U.S., but once you’ve got the license, the value you bring goes way up.

Some agents specifically look for photographers who offer drone work because it instantly elevates a listing. Just make sure you’re flying safely, following local laws, and delivering high-res, well-composed drone images.

Helpful resource: Of course, you’ll need to invest in a solid drone camera — we’ve put together a guide to real estate drone photography, including some top-rated models to check out.

Twilight shots give homes a warm, inviting glow, especially when the interior lights are on and the sky reaches that perfect post-sunset blue. They take more planning and timing, but they make a huge visual impact. Agents love them for luxury listings or to help a property stand out on the MLS.

If you want to start mastering twilight photography, try shooting homes during that golden 20 to 30-minute window after sunset. Bring a tripod, dial in your exposure and shutter speed, and take your time blending for clean, balanced results.

Sometimes, a space is empty or just not that photogenic — and that’s where virtual staging comes in! With the right software, you can digitally furnish a room to help buyers visualize what it could look and feel like. The same applies to floor plans: clean, simple layouts help buyers mentally visualize the space before they visit.

You don’t have to be a designer to offer these services, but knowing how to outsource or utilize basic tools effectively can give your portfolio a significant edge. If you want to explore how virtual staging works and which software to try, check out our complete guide to virtual staging for real estate.

Real estate photography tips to grow your business faster

The next step? Building momentum and securing numerous clients. These real estate photography tips are all about helping you grow smarter, without feeling like you’re winging it every time. Minor improvements in how you shoot, communicate, and deliver can make a big difference in how clients see your work.

• Always stick to fast turnaround times. A 24- to 48-hour window for delivering edited photos keeps agents happy and encourages them to return.
• Offer simple package options with add-ons. Make it easy for clients to book you by offering a few clear packages, then let them upgrade with extras like drone shots, twilight photos, or virtual staging. People love options, but not decision fatigue.
• Follow up after each job (and ask for a testimonial!). A quick thank-you email after each delivery, accompanied by a gentle request for a review or referral, can lead to more work down the line.
• Stay active on social media and keep on sharing your work! It doesn’t matter if you only maintain your Instagram and TikTok accounts; you have to be consistent in posting. You never know which agent, homeowner, or builder is scrolling and looking for someone just like you.

Frequently asked questions (FAQs)

Your take

Ready to snap your first real estate photography job? If you’ve made it this far, you’re already ahead of most beginners. The important thing is to keep shooting, keep learning, and keep putting yourself out there. Real estate photography is one of those fields where the more you do it, the better you get. Do you have any questions? Let me know in the comments!

The post Becoming a Real Estate Photographer—Ultimate Guide + Tips appeared first on The Close.

The Ultimate Real Estate Listing Marketing Plan (PDF Checklist)

Your listing marketing plan is one of the most powerful tools you have as a seller’s agent. It maps out exactly where, how, why, and when you’ll promote your client’s home. If you haven’t created one yet, I’m sharing our 10-point Ultimate Real Estate Listing Marketing Plan to help you look like a rock star in your listing presentations. With it, you can confidently list any property — including luxury ones — and convince every seller that you’re the agent to get their property sold.

1. Understand every feature, flaw, & selling point of the property

You can’t market a home you barely know. Before you even think about writing the listing or creating your real estate marketing plan, you’ve got to know the home like the back of your hand. What makes it shine? What quirks might raise eyebrows?

• Identify the home’s unique selling features: Talk to your seller and get specific about the spaces they’ve enjoyed the most. Features like a remodelled kitchen or custom built-ins can set the tone when you start writing creative listing descriptions.
• Consider how the property fits a buyer’s lifestyle: Is this home ideal for remote workers, growing families, or downsizing retirees? Use location and amenities to frame the home in a way that speaks directly to the people who’ll see the most value in it.
• Research the neighborhood: Dig into local highlights like nearby employers, schools, transit access, airports, and development plans. However, be mindful to comply with all fair housing laws when interacting with your clients.

2. Develop a data-driven pricing strategy

• Prepare a detailed CMA: The comparative market analysis (CMA) is one of the best tools in your real estate listing marketing plan because it gives you and your clients tangible data to base pricing on. Get a baseline of value for the listing, then discuss options for pricing above or below market value.

• Discuss options with the seller: Break down the impact of each approach, such as going slightly above market, pricing at value, or dipping just below to spark interest. Be clear about what each move might mean in terms of showings, buyer urgency, and days on market.
• Layer in current market considerations: Research days on market, current pricing, new construction, mortgage interest rates, and changes in the community. These details can significantly influence buyer behavior and should inform how you market the home from the outset.

3. Prepare the house for sale by maximizing its appeal

• Clean and declutter: Guide your sellers on what to pack away, especially anything overly personal. Once the space is clear, bring in pros for a deep clean to make the home feel fresh and move-in ready.
• Handle minor repairs and touch-ups: Recommend changes that offer a visual impact without incurring significant costs. Be honest about what’s worth fixing and what might not be worth the investment.
• Boost curb appeal: From planting fresh flowers to power washing the front walk, minor updates can make a big first impression. If the exterior still requires improvement, consider adding visual enhancements to elevate it further.
• Use staging to bring the space to life: If the house is vacant or the decor is subpar, consider staging your listing or hiring a professional staging company to add context to empty or not-so-appealing spaces. Staging is a must-have in your real estate listing marketing plan for luxury homes in particular.
• Offer virtual staging when needed: If traditional staging isn’t in the budget, an alternative is virtual staging, which can also be done for vacant or furnished homes. Use a professional company like Apply Design to give your vacant listing a stunning makeover.

4. Create and collect high-quality visual assets

Strong visuals are non-negotiable. Buyers are scrolling through dozens of listings, and your photos and videos need to stop the scroll. Here are a few must-haves to build out your visual real estate listing checklist:

• Professional photography: Bring in a real estate photographer to create stunning images that showcase the best angles and lighting. If you’re shooting it yourself, brush up on photo composition, lighting, and some editing basics. Check out our real estate photography guide for some tips for stunning listings.
• 3D Tours: Invest in 3D virtual tours to provide buyers with an interactive tour experience. Using software like Matterport will ensure that you’re able to create a stellar experience for potential buyers. Visit Matterport to learn more about it, or check our best virtual tour software guide for more options.
• Promo videos and virtual tours: Shoot short vertical videos with music and text overlays for Instagram Reels, TikTok, or YouTube Shorts. Simple walkthroughs shot on your phone can perform surprisingly well.
• Aerial photography and video: Use drone shots to capture a broader view of the property, neighborhood, and surroundings. This is particularly helpful if the home is located near key landmarks, such as the beach, a golf course, or a university.

5. Create a listing & post everywhere

Your listing deserves maximum exposure, and that means showing up everywhere buyers are looking — locally, regionally, and online. From your property description to syndication, every detail matters. Here’s how to get it out in front of the right audience:

• Write a compelling property description: Focus on the lifestyle the home offers using descriptive real estate words that help buyers picture themselves living there.
• Upload to your local multiple listing service (MLS): Post your listing on your local MLS with images from your pro photographer. Details matter, so double-check every field before hitting publish.
• Feature it on your brokerage and personal websites: If you have a website, prominently feature the listing on the homepage with a strong call to action to generate inquiries.
• List it on nearby MLSs: For homes near city or county borders, posting to multiple MLSs can expand visibility.
• Syndicate to major listing platforms: Include permission for your listing to be syndicated to other sites like Zillow, Trulia, and Realtor.com for broader reach.
• Prepare a listing book: Assemble a book that includes neighborhood amenities and community insights. Add more in-depth information about your listing and make the book attractive. It’s a great tool to leave out during showings or open houses.

6. Host open houses

Open houses can create buzz and bring in serious buyers when done right. Whether you’re drawing a weekend crowd or offering a more private experience, the key is creating a smooth showing and following up with purpose.

• Kick things off with a traditional open house: Plan a well-promoted event that feels like a grand opening. Coordinate timing with your seller, have the home spotless, and use a tool like Curb Hero to collect visitor info.

• Offer a virtual option for remote buyers: Schedule a virtual open house through platforms like Facebook or Instagram Live and invite attendees from outside the local area.
• Host by-appointment-only showings when needed: If the seller prefers more control or privacy, set time blocks for individual buyers. This gives you space to engage more and guide the experience.
• Follow up with open house attendees: Reach out to them soon after the event to thank them, solicit their feedback, and address any questions they may have. Personal follow-ups help turn casual interest into potential offers.

7. Leverage digital marketing channels

Digital marketing is all about showing up in the right places, with the right message, for the right audience. Develop a strategic approach that leverages both organic reach and targeted advertising.

• Create a single-property website: Use Canva for a quick, low-cost site or explore luxury-focused platforms like Sierra Interactive for something more elevated. Don’t forget to include lead capture forms to turn traffic into inquiries.

• Run real estate ads on social platforms: Use Meta Business to promote your listing across Facebook and Instagram. Create your ads, set your budget, and you’re all set.
• Post in real estate Facebook groups and Marketplace: Listings shared in local or niche groups can drive organic interest, especially when paired with eye-catching visuals.
• Tap into Google Ads for high-intent traffic: Whether through your setup or tools like Real Geeks or Sierra Interactive, Google’s targeting power helps you reach buyers actively searching in your market.
• Showcase your expertise on LinkedIn: Use this platform to promote investment opportunities or demonstrate your local market knowledge to your professional network..
• Create scroll-stopping visuals for Pinterest and Instagram: Pin or post listing photos and link directly to your lead capture pages. These platforms are perfect for visual-first engagement.
• Show some personality on TikTok: A quick video (set to trending audio) of a unique listing feature — a swimming pool, gourmet kitchen, or a sunset from the deck — can reach a whole new audience.
• Post on Craigslist: You may not think of Craigslist when you start mapping out your marketing strategy, but don’t discount how many eyeballs you can capture on the platform for your listing.
• Launch remarketing campaigns: One of the most effective strategies for efficient digital marketing is remarketing, which reengages your existing customers through targeted email or paid ads. You can do this through your Google Ads account.

8. Utilize traditional media outlets

Digital marketing might get most of the buzz, but traditional media still has its place. From print to radio, these outlets can add reach and credibility to your listing campaign:

• Run local TV ads: Use the power of TV advertising to reach your audience who doesn’t spend all their time on their phones. Depending on your target demographic, TV ads may produce powerful results and are a great asset to your overall listing marketing plan.
• Place radio spots with broad community reach: Consider sponsoring segments or running short promos on popular radio stations in your area. Think about tying it to your brokerage branding.
• Advertise in regional or luxury home magazines: These glossy spreads often land in the hands of serious buyers. Plus, sellers love seeing their home in print.

• Print real estate flyers with CTAs: Design high-quality flyers for your listing that highlight the features, along with a QR code for more information.
• Use newspaper display ads for extra visibility: Local newspapers still draw attention. Sellers love seeing their listings in print. And newspapers have digital display ads online, too!

9. Implement targeted neighborhood marketing

Don’t overlook the power of local buzz. Clever neighborhood marketing can increase foot traffic, spark word-of-mouth referrals, and show nearby homeowners that you’re the go-to agent in their area. It’s old school, but still incredibly effective when done right.

• Use high-quality yard signs: As part of your real estate marketing listing checklist, ensure your yard signs are in excellent condition and represent your image professionally.
• Add QR codes for easy digital access: Link directly to your listing site or virtual tour. Create sleek, branded codes using tools like Canva.
• Try geo-targeted ads around the property: Use a geofencing marketing company to advertise to those who come within the perimeter of your property.
• Branded directional signs: Invest in branded directional signs to stand out and attract more buyers to your open house.
• Postcards and door hangers: Use a company like ProspectsPLUS to create marketing postcards for your listing and send them out with just a few clicks.

• Generate more leads through circle prospecting: Get out and knock on doors around your open house to encourage people to visit. “Lookie-loo” neighbors sometimes bring referrals, so make nice with them.

10. Market to your sphere of influence

Your personal network is one of your strongest marketing tools. Past clients, colleagues, fellow agents, and community contacts can help spread the word and offer feedback. Don’t be shy — always keep your circle in the loop.

• Start with your office: Spread the word about your listing to everyone you already work with. They may have a buyer who is the perfect fit.
• Market to outside agents and brokerages: Post in industry Facebook groups, message boards, or agent networks where peers gather and share inventory.
• Send a dedicated email blast to your sphere: Whether it’s a one-time send or part of your regular newsletter, ensure your contacts hear about the listing.
• Loop in local businesses: Reach out to small business owners and community partners who might help spread the word.
• List on a broker tour or caravan: Showcase your listing through your local broker tour. Create feedback forms for agents to share their thoughts on how you can improve your listing.
• Update your seller client weekly: Even if there’s nothing new to report, consistent communication is vital for a solid working relationship.

Bonus: Apply specialized strategies for marketing luxury listings

Luxury listings call for a higher level of presentation and promotion. Everything, from your branding to your materials, should reflect the premium experience buyers expect at this level.

• Polish your brand: If you’re breaking into the luxury market, you’ll want to make sure your brand is ultra-high-quality. Everything from your logo to listing materials should signal quality, exclusivity, and attention to detail.
• Invest in a custom video: Hire a pro to create a cinematic property tour with aerial shots and voiceover narration.
• Level up your real estate brochure game: Skip the one-pagers. Go for thick, high-gloss cardstock and multi-page layouts that feel like mini coffee table books.
• Market beyond your ZIP code: List nationally and internationally to attract vacation home buyers and home investors. Reach out to agents in other luxury markets who might have interested clients.
• Host a high-end broker’s open: Invite top agents who have worked similar price points, serve upscale food and drinks, and consider small gifts as thank-yous.

Frequently asked questions (FAQs)

Bringing it all together

In the current market, learning how to put a real estate marketing plan for sellers together and execute it will make a big difference in your level of success. What strategies do you use in your real estate listing marketing plan? Let me know in the comments!

The post The Ultimate Real Estate Listing Marketing Plan (PDF Checklist) appeared first on The Close.

Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It?

The Zestimate is Zillow’s automated home valuation tool. It uses public data, MLS records, and proprietary algorithms to instantly estimate a property’s market value, with no agent or signup required. It’s one of the most widely used pricing tools in real estate, but also perhaps the most misunderstood. That’s why so many clients ask: “How accurate is a Zestimate?”

Zestimate can get pretty close to actual values, but it’s not 100% accurate. However, real estate professionals can use the platform as a helpful entry point for pricing discussions, setting expectations, and educating buyers and sellers about how home value is really determined.

How Zestimate works and gets its data

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s not the same as a professional appraisal conducted in person by a licensed expert. 

In-person evaluations take into account things an algorithm can’t, such as the home’s actual condition, upgrades, layout quirks, or neighborhood appeal. Naturally, those tend to be more accurate.

How is a Zestimate calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Home features: Number of bedrooms and bathrooms, garage size, and other key attributes
• Physical characteristics: Square footage, lot size, home type, year built, and more
• Tax assessments and prior sales: Property tax records and transaction history
• Comparable sales: Recent sales of similar homes in the area
• MLS data: Including listing price, photos, listing descriptions, and days on market (for active listings)
• User-submitted information: Such as reported upgrades or renovations
• Public data: Including county records and permits
• Market trends: Seasonal and geographic pricing shifts

Zillow updates the Zestimate daily for millions of homes, and the model is constantly refined to improve accuracy. For example, listing price wasn’t always a factor, but now it’s a key data point for on-market homes. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Variations to consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. 

Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How accurate is Zillow Zestimates?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry.

According to Zillow, there is a method to the madness regarding the Zestimate, which is a “nationwide median error rate.” For on-market homes, the error rate is 1.94%, and for off-market homes, it’s at 7.06%. The table below illustrates how close the Zestimate comes to actual sale prices using hypothetical home prices ($200K, $500K, $1M) to show what 5%, 10%, and 20% margins look like in dollar terms.

Today, the vast majority of Zestimates fall within 10% of the sale price, and only 1% of homes are off by more than 20%. Still, when you’re buying or selling a home, even a 5% swing can mean tens of thousands of dollars, so it’s smart to treat the Zestimate as a ballpark estimate, not a final answer.

Why Zestimates isn’t 100% accurate

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner renovates but those changes aren’t reflected in public records, the Zestimate may undervalue the property. On the other hand, homes listed on the MLS usually have more complete data, leading to more accurate estimates.

In other words, the Zestimate is best used as a reference point, not a final valuation! Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates.

Strategies for talking to clients about a Zestimate

The Zestimate has been around since 2006 and has become a familiar tool for buyers and sellers alike. Most clients now understand it’s not a final word on value, but questions like “Is Zillow accurate?” still come up often.

As a real estate professional, it’s important to be ready with clear, confident answers. Use the Zestimate as a conversation starter, then guide clients toward a deeper understanding of what really determines home value.

Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

Strategy 1: Use your data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time.

Strategy 2: Apply your local expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. 

You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show proof of the inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice with a script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

copy to clipboard

I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing: those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading. My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.

I know it’s hard to hear that your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers. Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

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FAQs

Your take

While there are many reasons real estate agents don’t like battling the Zestimate, learning to use it as a tool can actually be beneficial.

• It’s a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

What do you think about Zillow Zestimates? How accurate has it been in your experience? Leave a comment below and let us know!

The post Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It? appeared first on The Close.

Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It?

The Zestimate is Zillow’s automated home valuation tool. It uses public data, MLS records, and proprietary algorithms to instantly estimate a property’s market value, with no agent or signup required. It’s one of the most widely used pricing tools in real estate, but also perhaps the most misunderstood. That’s why so many clients ask: “How accurate is a Zestimate?”

Zestimate can get pretty close to actual values, but it’s not 100% accurate. However, real estate professionals can use the platform as a helpful entry point for pricing discussions, setting expectations, and educating buyers and sellers about how home value is really determined.

How Zestimate works and gets its data

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s not the same as a professional appraisal conducted in person by a licensed expert. 

In-person evaluations take into account things an algorithm can’t, such as the home’s actual condition, upgrades, layout quirks, or neighborhood appeal. Naturally, those tend to be more accurate.

How is a Zestimate calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Home features: Number of bedrooms and bathrooms, garage size, and other key attributes
• Physical characteristics: Square footage, lot size, home type, year built, and more
• Tax assessments and prior sales: Property tax records and transaction history
• Comparable sales: Recent sales of similar homes in the area
• MLS data: Including listing price, photos, listing descriptions, and days on market (for active listings)
• User-submitted information: Such as reported upgrades or renovations
• Public data: Including county records and permits
• Market trends: Seasonal and geographic pricing shifts

Zillow updates the Zestimate daily for millions of homes, and the model is constantly refined to improve accuracy. For example, listing price wasn’t always a factor, but now it’s a key data point for on-market homes. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Variations to consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. 

Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How accurate is Zillow Zestimates?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry.

According to Zillow, there is a method to the madness regarding the Zestimate, which is a “nationwide median error rate.” For on-market homes, the error rate is 1.94%, and for off-market homes, it’s at 7.06%. The table below illustrates how close the Zestimate comes to actual sale prices using hypothetical home prices ($200K, $500K, $1M) to show what 5%, 10%, and 20% margins look like in dollar terms.

Today, the vast majority of Zestimates fall within 10% of the sale price, and only 1% of homes are off by more than 20%. Still, when you’re buying or selling a home, even a 5% swing can mean tens of thousands of dollars, so it’s smart to treat the Zestimate as a ballpark estimate, not a final answer.

Why Zestimates isn’t 100% accurate

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner renovates but those changes aren’t reflected in public records, the Zestimate may undervalue the property. On the other hand, homes listed on the MLS usually have more complete data, leading to more accurate estimates.

In other words, the Zestimate is best used as a reference point, not a final valuation! Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates.

Strategies for talking to clients about a Zestimate

The Zestimate has been around since 2006 and has become a familiar tool for buyers and sellers alike. Most clients now understand it’s not a final word on value, but questions like “Is Zillow accurate?” still come up often.

As a real estate professional, it’s important to be ready with clear, confident answers. Use the Zestimate as a conversation starter, then guide clients toward a deeper understanding of what really determines home value.

Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

Strategy 1: Use your data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time.

Strategy 2: Apply your local expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. 

You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show proof of the inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice with a script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

copy to clipboard

I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing: those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading. My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.

I know it’s hard to hear that your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers. Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

<!–Copied to clipboard!–>

FAQs

Your take

While there are many reasons real estate agents don’t like battling the Zestimate, learning to use it as a tool can actually be beneficial.

• It’s a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

What do you think about Zillow Zestimates? How accurate has it been in your experience? Leave a comment below and let us know!

The post Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It? appeared first on The Close.

Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It?

The Zestimate is Zillow’s automated home valuation tool. It uses public data, MLS records, and proprietary algorithms to instantly estimate a property’s market value, with no agent or signup required. It’s one of the most widely used pricing tools in real estate, but also perhaps the most misunderstood. That’s why so many clients ask: “How accurate is a Zestimate?”

Zestimate can get pretty close to actual values, but it’s not 100% accurate. However, real estate professionals can use the platform as a helpful entry point for pricing discussions, setting expectations, and educating buyers and sellers about how home value is really determined.

How Zestimate works and gets its data

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s not the same as a professional appraisal conducted in person by a licensed expert. 

In-person evaluations take into account things an algorithm can’t, such as the home’s actual condition, upgrades, layout quirks, or neighborhood appeal. Naturally, those tend to be more accurate.

How is a Zestimate calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Home features: Number of bedrooms and bathrooms, garage size, and other key attributes
• Physical characteristics: Square footage, lot size, home type, year built, and more
• Tax assessments and prior sales: Property tax records and transaction history
• Comparable sales: Recent sales of similar homes in the area
• MLS data: Including listing price, photos, listing descriptions, and days on market (for active listings)
• User-submitted information: Such as reported upgrades or renovations
• Public data: Including county records and permits
• Market trends: Seasonal and geographic pricing shifts

Zillow updates the Zestimate daily for millions of homes, and the model is constantly refined to improve accuracy. For example, listing price wasn’t always a factor, but now it’s a key data point for on-market homes. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Variations to consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. 

Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How accurate is Zillow Zestimates?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry.

According to Zillow, there is a method to the madness regarding the Zestimate, which is a “nationwide median error rate.” For on-market homes, the error rate is 1.94%, and for off-market homes, it’s at 7.06%. The table below illustrates how close the Zestimate comes to actual sale prices using hypothetical home prices ($200K, $500K, $1M) to show what 5%, 10%, and 20% margins look like in dollar terms.

Today, the vast majority of Zestimates fall within 10% of the sale price, and only 1% of homes are off by more than 20%. Still, when you’re buying or selling a home, even a 5% swing can mean tens of thousands of dollars, so it’s smart to treat the Zestimate as a ballpark estimate, not a final answer.

Why Zestimates isn’t 100% accurate

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner renovates but those changes aren’t reflected in public records, the Zestimate may undervalue the property. On the other hand, homes listed on the MLS usually have more complete data, leading to more accurate estimates.

In other words, the Zestimate is best used as a reference point, not a final valuation! Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates.

Strategies for talking to clients about a Zestimate

The Zestimate has been around since 2006 and has become a familiar tool for buyers and sellers alike. Most clients now understand it’s not a final word on value, but questions like “Is Zillow accurate?” still come up often.

As a real estate professional, it’s important to be ready with clear, confident answers. Use the Zestimate as a conversation starter, then guide clients toward a deeper understanding of what really determines home value.

Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

Strategy 1: Use your data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time.

Strategy 2: Apply your local expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. 

You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show proof of the inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice with a script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

copy to clipboard

I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing: those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading. My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.

I know it’s hard to hear that your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers. Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

<!–Copied to clipboard!–>

FAQs

Your take

While there are many reasons real estate agents don’t like battling the Zestimate, learning to use it as a tool can actually be beneficial.

• It’s a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

What do you think about Zillow Zestimates? How accurate has it been in your experience? Leave a comment below and let us know!

The post Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It? appeared first on The Close.

Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It?

The Zestimate is Zillow’s automated home valuation tool. It uses public data, MLS records, and proprietary algorithms to instantly estimate a property’s market value, with no agent or signup required. It’s one of the most widely used pricing tools in real estate, but also perhaps the most misunderstood. That’s why so many clients ask: “How accurate is a Zestimate?”

Zestimate can get pretty close to actual values, but it’s not 100% accurate. However, real estate professionals can use the platform as a helpful entry point for pricing discussions, setting expectations, and educating buyers and sellers about how home value is really determined.

How Zestimate works and gets its data

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s not the same as a professional appraisal conducted in person by a licensed expert. 

In-person evaluations take into account things an algorithm can’t, such as the home’s actual condition, upgrades, layout quirks, or neighborhood appeal. Naturally, those tend to be more accurate.

How is a Zestimate calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Home features: Number of bedrooms and bathrooms, garage size, and other key attributes
• Physical characteristics: Square footage, lot size, home type, year built, and more
• Tax assessments and prior sales: Property tax records and transaction history
• Comparable sales: Recent sales of similar homes in the area
• MLS data: Including listing price, photos, listing descriptions, and days on market (for active listings)
• User-submitted information: Such as reported upgrades or renovations
• Public data: Including county records and permits
• Market trends: Seasonal and geographic pricing shifts

Zillow updates the Zestimate daily for millions of homes, and the model is constantly refined to improve accuracy. For example, listing price wasn’t always a factor, but now it’s a key data point for on-market homes. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Variations to consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. 

Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How accurate is Zillow Zestimates?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry.

According to Zillow, there is a method to the madness regarding the Zestimate, which is a “nationwide median error rate.” For on-market homes, the error rate is 1.94%, and for off-market homes, it’s at 7.06%. The table below illustrates how close the Zestimate comes to actual sale prices using hypothetical home prices ($200K, $500K, $1M) to show what 5%, 10%, and 20% margins look like in dollar terms.

Today, the vast majority of Zestimates fall within 10% of the sale price, and only 1% of homes are off by more than 20%. Still, when you’re buying or selling a home, even a 5% swing can mean tens of thousands of dollars, so it’s smart to treat the Zestimate as a ballpark estimate, not a final answer.

Why Zestimates isn’t 100% accurate

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner renovates but those changes aren’t reflected in public records, the Zestimate may undervalue the property. On the other hand, homes listed on the MLS usually have more complete data, leading to more accurate estimates.

In other words, the Zestimate is best used as a reference point, not a final valuation! Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates.

Strategies for talking to clients about a Zestimate

The Zestimate has been around since 2006 and has become a familiar tool for buyers and sellers alike. Most clients now understand it’s not a final word on value, but questions like “Is Zillow accurate?” still come up often.

As a real estate professional, it’s important to be ready with clear, confident answers. Use the Zestimate as a conversation starter, then guide clients toward a deeper understanding of what really determines home value.

Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

Strategy 1: Use your data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time.

Strategy 2: Apply your local expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. 

You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show proof of the inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice with a script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

copy to clipboard

I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing: those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading. My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.

I know it’s hard to hear that your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers. Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

<!–Copied to clipboard!–>

FAQs

Your take

While there are many reasons real estate agents don’t like battling the Zestimate, learning to use it as a tool can actually be beneficial.

• It’s a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

What do you think about Zillow Zestimates? How accurate has it been in your experience? Leave a comment below and let us know!

The post Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It? appeared first on The Close.

Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It?

The Zestimate is Zillow’s automated home valuation tool. It uses public data, MLS records, and proprietary algorithms to instantly estimate a property’s market value, with no agent or signup required. It’s one of the most widely used pricing tools in real estate, but also perhaps the most misunderstood. That’s why so many clients ask: “How accurate is a Zestimate?”

Zestimate can get pretty close to actual values, but it’s not 100% accurate. However, real estate professionals can use the platform as a helpful entry point for pricing discussions, setting expectations, and educating buyers and sellers about how home value is really determined.

How Zestimate works and gets its data

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s not the same as a professional appraisal conducted in person by a licensed expert. 

In-person evaluations take into account things an algorithm can’t, such as the home’s actual condition, upgrades, layout quirks, or neighborhood appeal. Naturally, those tend to be more accurate.

How is a Zestimate calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Home features: Number of bedrooms and bathrooms, garage size, and other key attributes
• Physical characteristics: Square footage, lot size, home type, year built, and more
• Tax assessments and prior sales: Property tax records and transaction history
• Comparable sales: Recent sales of similar homes in the area
• MLS data: Including listing price, photos, listing descriptions, and days on market (for active listings)
• User-submitted information: Such as reported upgrades or renovations
• Public data: Including county records and permits
• Market trends: Seasonal and geographic pricing shifts

Zillow updates the Zestimate daily for millions of homes, and the model is constantly refined to improve accuracy. For example, listing price wasn’t always a factor, but now it’s a key data point for on-market homes. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Variations to consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. 

Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How accurate is Zillow Zestimates?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry.

According to Zillow, there is a method to the madness regarding the Zestimate, which is a “nationwide median error rate.” For on-market homes, the error rate is 1.94%, and for off-market homes, it’s at 7.06%. The table below illustrates how close the Zestimate comes to actual sale prices using hypothetical home prices ($200K, $500K, $1M) to show what 5%, 10%, and 20% margins look like in dollar terms.

Today, the vast majority of Zestimates fall within 10% of the sale price, and only 1% of homes are off by more than 20%. Still, when you’re buying or selling a home, even a 5% swing can mean tens of thousands of dollars, so it’s smart to treat the Zestimate as a ballpark estimate, not a final answer.

Why Zestimates isn’t 100% accurate

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner renovates but those changes aren’t reflected in public records, the Zestimate may undervalue the property. On the other hand, homes listed on the MLS usually have more complete data, leading to more accurate estimates.

In other words, the Zestimate is best used as a reference point, not a final valuation! Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates.

Strategies for talking to clients about a Zestimate

The Zestimate has been around since 2006 and has become a familiar tool for buyers and sellers alike. Most clients now understand it’s not a final word on value, but questions like “Is Zillow accurate?” still come up often.

As a real estate professional, it’s important to be ready with clear, confident answers. Use the Zestimate as a conversation starter, then guide clients toward a deeper understanding of what really determines home value.

Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

Strategy 1: Use your data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time.

Strategy 2: Apply your local expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. 

You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show proof of the inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice with a script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

copy to clipboard

I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing: those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading. My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.

I know it’s hard to hear that your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers. Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

<!–Copied to clipboard!–>

FAQs

Your take

While there are many reasons real estate agents don’t like battling the Zestimate, learning to use it as a tool can actually be beneficial.

• It’s a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

What do you think about Zillow Zestimates? How accurate has it been in your experience? Leave a comment below and let us know!

The post Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It? appeared first on The Close.

Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It?

The Zestimate is Zillow’s automated home valuation tool. It uses public data, MLS records, and proprietary algorithms to instantly estimate a property’s market value, with no agent or signup required. It’s one of the most widely used pricing tools in real estate, but also perhaps the most misunderstood. That’s why so many clients ask: “How accurate is a Zestimate?”

Zestimate can get pretty close to actual values, but it’s not 100% accurate. However, real estate professionals can use the platform as a helpful entry point for pricing discussions, setting expectations, and educating buyers and sellers about how home value is really determined.

How Zestimate works and gets its data

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s not the same as a professional appraisal conducted in person by a licensed expert. 

In-person evaluations take into account things an algorithm can’t, such as the home’s actual condition, upgrades, layout quirks, or neighborhood appeal. Naturally, those tend to be more accurate.

How is a Zestimate calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Home features: Number of bedrooms and bathrooms, garage size, and other key attributes
• Physical characteristics: Square footage, lot size, home type, year built, and more
• Tax assessments and prior sales: Property tax records and transaction history
• Comparable sales: Recent sales of similar homes in the area
• MLS data: Including listing price, photos, listing descriptions, and days on market (for active listings)
• User-submitted information: Such as reported upgrades or renovations
• Public data: Including county records and permits
• Market trends: Seasonal and geographic pricing shifts

Zillow updates the Zestimate daily for millions of homes, and the model is constantly refined to improve accuracy. For example, listing price wasn’t always a factor, but now it’s a key data point for on-market homes. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Variations to consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. 

Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How accurate is Zillow Zestimates?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry.

According to Zillow, there is a method to the madness regarding the Zestimate, which is a “nationwide median error rate.” For on-market homes, the error rate is 1.94%, and for off-market homes, it’s at 7.06%. The table below illustrates how close the Zestimate comes to actual sale prices using hypothetical home prices ($200K, $500K, $1M) to show what 5%, 10%, and 20% margins look like in dollar terms.

Today, the vast majority of Zestimates fall within 10% of the sale price, and only 1% of homes are off by more than 20%. Still, when you’re buying or selling a home, even a 5% swing can mean tens of thousands of dollars, so it’s smart to treat the Zestimate as a ballpark estimate, not a final answer.

Why Zestimates isn’t 100% accurate

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner renovates but those changes aren’t reflected in public records, the Zestimate may undervalue the property. On the other hand, homes listed on the MLS usually have more complete data, leading to more accurate estimates.

In other words, the Zestimate is best used as a reference point, not a final valuation! Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates.

Strategies for talking to clients about a Zestimate

The Zestimate has been around since 2006 and has become a familiar tool for buyers and sellers alike. Most clients now understand it’s not a final word on value, but questions like “Is Zillow accurate?” still come up often.

As a real estate professional, it’s important to be ready with clear, confident answers. Use the Zestimate as a conversation starter, then guide clients toward a deeper understanding of what really determines home value.

Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

Strategy 1: Use your data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time.

Strategy 2: Apply your local expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. 

You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show proof of the inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice with a script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

copy to clipboard

I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing: those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading. My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.

I know it’s hard to hear that your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers. Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

<!–Copied to clipboard!–>

FAQs

Your take

While there are many reasons real estate agents don’t like battling the Zestimate, learning to use it as a tool can actually be beneficial.

• It’s a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

What do you think about Zillow Zestimates? How accurate has it been in your experience? Leave a comment below and let us know!

The post Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It? appeared first on The Close.

Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It?

The Zestimate is Zillow’s automated home valuation tool. It uses public data, MLS records, and proprietary algorithms to instantly estimate a property’s market value, with no agent or signup required. It’s one of the most widely used pricing tools in real estate, but also perhaps the most misunderstood. That’s why so many clients ask: “How accurate is a Zestimate?”

Zestimate can get pretty close to actual values, but it’s not 100% accurate. However, real estate professionals can use the platform as a helpful entry point for pricing discussions, setting expectations, and educating buyers and sellers about how home value is really determined.

How Zestimate works and gets its data

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s not the same as a professional appraisal conducted in person by a licensed expert. 

In-person evaluations take into account things an algorithm can’t, such as the home’s actual condition, upgrades, layout quirks, or neighborhood appeal. Naturally, those tend to be more accurate.

How is a Zestimate calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Home features: Number of bedrooms and bathrooms, garage size, and other key attributes
• Physical characteristics: Square footage, lot size, home type, year built, and more
• Tax assessments and prior sales: Property tax records and transaction history
• Comparable sales: Recent sales of similar homes in the area
• MLS data: Including listing price, photos, listing descriptions, and days on market (for active listings)
• User-submitted information: Such as reported upgrades or renovations
• Public data: Including county records and permits
• Market trends: Seasonal and geographic pricing shifts

Zillow updates the Zestimate daily for millions of homes, and the model is constantly refined to improve accuracy. For example, listing price wasn’t always a factor, but now it’s a key data point for on-market homes. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Variations to consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. 

Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How accurate is Zillow Zestimates?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry.

According to Zillow, there is a method to the madness regarding the Zestimate, which is a “nationwide median error rate.” For on-market homes, the error rate is 1.94%, and for off-market homes, it’s at 7.06%. The table below illustrates how close the Zestimate comes to actual sale prices using hypothetical home prices ($200K, $500K, $1M) to show what 5%, 10%, and 20% margins look like in dollar terms.

Today, the vast majority of Zestimates fall within 10% of the sale price, and only 1% of homes are off by more than 20%. Still, when you’re buying or selling a home, even a 5% swing can mean tens of thousands of dollars, so it’s smart to treat the Zestimate as a ballpark estimate, not a final answer.

Why Zestimates isn’t 100% accurate

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner renovates but those changes aren’t reflected in public records, the Zestimate may undervalue the property. On the other hand, homes listed on the MLS usually have more complete data, leading to more accurate estimates.

In other words, the Zestimate is best used as a reference point, not a final valuation! Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates.

Strategies for talking to clients about a Zestimate

The Zestimate has been around since 2006 and has become a familiar tool for buyers and sellers alike. Most clients now understand it’s not a final word on value, but questions like “Is Zillow accurate?” still come up often.

As a real estate professional, it’s important to be ready with clear, confident answers. Use the Zestimate as a conversation starter, then guide clients toward a deeper understanding of what really determines home value.

Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

Strategy 1: Use your data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time.

Strategy 2: Apply your local expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. 

You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show proof of the inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice with a script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

copy to clipboard

I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing: those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading. My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.

I know it’s hard to hear that your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers. Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

<!–Copied to clipboard!–>

FAQs

Your take

While there are many reasons real estate agents don’t like battling the Zestimate, learning to use it as a tool can actually be beneficial.

• It’s a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

What do you think about Zillow Zestimates? How accurate has it been in your experience? Leave a comment below and let us know!

The post Zillow Estimates Ultimate Guide: What Is It & How Accurate Is It? appeared first on The Close.

Best SEO Companies for Real Estate in 2025

The best SEO companies for real estate know your market inside out and deliver measurable traffic and leads. When you’re vetting providers, look for specialists with proven experience, transparent reporting, and strategies for hyperlocal audiences. 

In this article, I’ll give you five agencies that check those boxes and have a track record of helping agents and brokerages dominate search results.

• Real Estate Webmasters: Best all-in-one digital marketing company
• Luxury Presence: Best for luxury agents and teams
• Markitors: Best for customized SEO solutions
• Victorious: Best for large teams and brokerages
• Agent Image: Best for website design with premium SEO fundamentals

The Close’s top picks for the best SEO companies for real estate

Company	Key Features and Services	Starting Price
	Built-in CRM and lead management tools PPC advertising campaigns to drive immediate traffic Guest blogging, backlink outreach, local SEO	$500 per month for agents and small teams (under 10 users)
Get started with Real Estate Webmasters
	SEO strategies focused on high-net-worth clientele Google Business Profile optimization On-page optimization	No upfront pricing for SEO services
Get started with Luxury Presence
	Local SEO services to enhance visibility in specific markets Digital PR campaigns to build brand authority and backlinks Technical SEO audits to optimize website performance	Can range from $1,500-$5,000 monthly
Get started with Markitors
	Comprehensive keyword research and competitive analysis On-page and technical SEO optimizations High-quality link-building campaigns	No upfront pricing for SEO services
Get started with Victorious
	SEO-optimized content creation, including neighborhood pages Custom website designs tailored for real estate branding Integration with CRM and lead capture tools	No upfront pricing for SEO services
Get started with Agent Image

Real Estate Webmasters: Best all-in-one digital marketing company

Headquarters: Nanaimo, British Columbia, Canada Key features and services: Built-in CRM and lead management tools; PPC advertising campaigns to drive immediate traffic

Why I chose Real Estate Webmasters

Real Estate Webmasters offers a comprehensive digital solution tailored specifically for real estate professionals. The company focuses on creating SEO-friendly content while also optimizing site speed, mobile responsiveness, and IDX integration.

Plus, its local SEO and reputation-building services help you stand out in your market and attract the right clients. With built-in CRM tools and the option to outsource content, PPC, and SEO strategy, Real Estate Webmasters make it easy for agents and teams to streamline their marketing.

---

Services and pricing overview

SEO services:

• Off-page SEO (Guest blogging, backlink outreach, local SEO, social media engagement, review acquisition)
• SEO-focused community, lifestyle, and property-type pages
• Buyer, seller, and relocation guides
• Spiderable IDX integration to improve listing indexation and organic performance
• Technical SEO elements, including fast loading times, mobile optimization, and structure enhancements

Pricing tiers:

• Agent – Small Team: $500 per month (additional users cost $25 per user/month)
• Team – Brokerage: $1,000 (additional users cost $25 per user/month)
• Enterprise: $1,500+ (contact them for per-user pricing)

---

Pros and cons

Real Estate Webmasters pros	Real Estate Webmasters cons
Dominates organic traffic; clients often report 20,000+ monthly visits Delivers rich, hyperlocal SEO content with community pages, lifestyle guides, and blogs tailored to real estate markets Offers a powerful SEO-focused IDX solution	High pricing tiers might be cost-prohibitive for smaller teams Reports of upselling and additional fees for upgrades and customizations Clients lease their websites; ownership remains with the company

---

Notable clients and case studies

• RIS Media
• Gary Ashton, a RE/MAX team
• RE/MAX Professionals North

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Get started with Real Estate Webmasters

Luxury Presence: Best for luxury agents and teams

Headquarters: Austin, Texas Key features and services: High-end, custom website designs tailored for luxury listings; SEO strategies focused on high-net-worth clientele

Why I chose Luxury Presence

If you’re in luxury real estate and want to elevate your digital game with a company that understands the luxury market inside out, Luxury Presence is a standout choice. Its SEO strategies are paired with polished, modern design and branding that signal trust, exclusivity, and professionalism — key elements in the luxury space.

Luxury Presence is trusted by some of the most successful agents and teams — Tracy Tutor, Jade Mills, Ryan Serhant, and The Fridman Group — so you know you’re in good company.

---

Services and pricing overview

SEO services:

• AI-powered SEO
• Google Business Profile optimization
• Technical optimization (site speed, mobile responsiveness, and proper indexing)
• On-page SEO
• Content creation

*No upfront pricing for SEO services

---

Pros and cons

Luxury Presence pros	Luxury Presence cons
Sleek, modern designs appealing to luxury real estate markets Comprehensive marketing services, including expert SEO, paid ads, and smart lead-capture tools Access to an exclusive referral network connecting top-producing agents	Premium pricing may be steep for individual agents or small teams Limited integrations with non-real estate tools, which may restrict workflow flexibility Clients do not own their websites; discontinuation of service results in loss of site access.

---

Notable clients and case studies

• SERHANT.
• Landmark Sotheby’s International Realty
• Frontgate Real Estate

---

Get started with Luxury Presence

Markitors: Best for customized SEO solutions for small businesses

Headquarters: Scottsdale, Arizona Key features and services: Local SEO services to enhance visibility in specific markets; digital PR campaigns to build brand authority and backlinks

Why I chose Markitors

Markitors starts every partnership with a deep-dive SEO audit and tailored strategy session, so you know you’re not getting a one-size-fits-all plan but a roadmap tailored to your goals, market, and competition. The company focuses on technical SEO, custom content, and targeted link building, all designed to meet the specific needs of your business.

Each client works with a dedicated account manager who tracks progress, adjusts tactics, and keeps you informed with regular reporting. That level of hands-on service and flexibility makes Markitors an excellent choice for agents and brokerages seeking SEO solutions tailored specifically to their needs.

---

Services and pricing overview

EO services:

• Landing page content creation
• Keyword research
• Backlink building
• SEO audit and implementations
• Technical SEO (content optimization, interlinking, image optimization, broken link repair, URL canonicalization, website schema, and more)
• Weekly reporting

Pricing: Markitors’ SEO services range from $1,500-$5,000 per month.

---

Pros and cons

Markitors pros	Markitors cons
Data-driven SEO strategies tailored to client needs; best option for small teams Transparent reporting and honest communication High return on investment, with clients reporting significant traffic and lead increases	Smaller team sizes may limit the capacity for handling large-scale projects simultaneously. Limited focus on real-estate-specific tools and integrations May take several months to show results in highly competitive markets; may require long-term investment

---

Notable clients and case studies

• Y Scouts (a recruitment firm)
• Go Clean Credit
• Unnamed commercial real estate firm

---

Get started with Markitors

Victorious: Best for large teams and brokerages

Headquarters: San Francisco, California Key features and services: Comprehensive keyword research and competitive analysis; on-page and technical SEO optimizations

Why I chose Victorious

Victorious is built for scale, making it an excellent choice for established real estate brokerages and large teams ready to expand their digital footprint. Its SEO approach is deeply analytical, tying every strategy — like keyword research, on-page SEO, and link building — back to revenue and performance goals.

What really sets Victorious apart is its ability to manage complex, high-volume SEO campaigns without losing sight of results. If your team is past the $10 million revenue mark and needs a partner that can handle aggressive growth targets, Victorious brings the structure and scale to match.

---

Services and pricing overview

SEO services: 

• On-page SEO
• Keyword research
• Technical SEO
• Off-page SEO
• Link building
• SEO audit

*No upfront pricing for SEO services

---

Pros and cons

Victorious pros	Victorious cons
Effective project management and timely delivery Customized SEO solutions aligned with client’s business goals Strong technical SEO expertise, including comprehensive site audits	Lacks pricing transparency, which can make budgeting challenging for real estate firms Variability in account manager quality reported by some clients The company prefers clients that are past the $10 million annual revenue hurdle

---

Notable clients and case studies

• SF Office Spaces
• Exceptional Villas
• GE Digital (non-real estate)

---

Get started with Victorious

Agent Image: Best for website design with premium SEO fundamentals

Headquarters: El Segundo, California Key features and services: SEO-optimized content creation, including neighborhood pages; custom website designs tailored for real estate branding

Why I chose Agent Image

Agent Image is known for its real estate website builder — in fact, it made our list of the best real estate website builders — but it also offers comprehensive SEO services that extend beyond design and development. This includes on-page optimization, content marketing, and local SEO strategies designed to enhance your visibility in search results.

What makes it stand out is how seamlessly SEO is built into the website from the ground up. Meaning that you’re not just getting a pretty site, but you’re getting one that performs. If you’re after a polished online presence with real search power behind it, Agent Image is an innovative solution.

---

Services and pricing overview

SEO packages: 

• Ultimate SEO page: 2,500-word SEO page, designed content with multimedia, content outline creation, backlinks, on-page SEO, indexing and improvements, performance report
• SEO Local (one-time setup): Competitor analysis, keyword research, meta tags creation, website audit, manage online business listings, Google & Facebook integration, local search setup, Google My Business

*No upfront pricing for SEO services

---

Pros and cons

Agent Image pros	Agent Image cons
Highly customizable website designs with a focus on branding Strong SEO and PPC marketing features integrated into its services Clients retain full ownership of their websites	No direct CRM integration, which may complicate lead management Custom website designs can be expensive and time-consuming to develop Relies on WordPress, so Agent Image can’t support you if plugin issues or platform outages occur

---

Notable clients and case studies

• The Oppenheim Group
• The Altman Brothers
• Dolly Lenz

---

Get started with Agent Image

How to choose the best real estate SEO company for your business

When comparing real estate SEO companies, here’s what you should focus on to make sure you pick the right fit:

• 

  
  
  Budget alignment:
  
  Make sure that the company’s pricing model aligns with your goals and budget. Whether the real estate SEO company charges by the project, by retainer, or on performance, you should know precisely what you’re getting.

• 

  
  
  Real estate expertise:
  
  The best SEO company for real estate knows how to speak your language. Go with a company that understands the nuances of neighborhood pages, listing optimization, and the local buyer journey.

• 

  
  
  Proven results:
  
  Look for real case studies and verified user reviews. Ensure that your chosen SEO company really boosts traffic or leads for clients like you.
  

• 

  
  
  Full-service vs niche focus:
  
  Decide if you want an all-in-one agency handling SEO, content, website building, and ads or a boutique shop laser-focused on local search.

• 

  
  
  Transparent communication:
  
  Throughout your partnership, you’ll want regular check-ins, clear reporting dashboards, and honest conversations about what’s working and what isn’t. If they can’t explain their strategy in plain English, keep looking.

Methodology: How we selected the best SEO companies for realtors

Our expert writers, editors, researchers, and agents at The Close evaluated dozens of real estate SEO companies. We analyzed each company and based our top choices on the following criteria:

• Pricing: We examined the pricing of SEO services, specifically whether they offer transparent and fair pricing models that align with the budgets of individual agents or large brokerages.
• SEO services: We reviewed the scope and quality of SEO offerings, encompassing keyword research, on-page optimization, local SEO, and content creation.
• Customer service: We assessed each company’s responsiveness, transparency, and commitment to client success.
• Track record: We considered proven results, client success stories, and recognizable agents and brokerages they’ve worked with.
• Expert score: Our team rated each company based on overall quality, service depth, and industry reputation.

Read more about our methodology here.

Frequently asked questions (FAQs)

Your take

Whichever path you choose, each of these companies brings a unique strength to help you rank higher and capture better leads. Have you used any of these real estate SEO companies for your marketing efforts? Share your experience in the comments!

The post Best SEO Companies for Real Estate in 2025 appeared first on The Close.