Real Estate Agent Launch Playbook

Who this is for

Real estate agents and small agencies launching in a new area or starting a website.

Before you start

• The areas you cover, described the way locals describe them.
• Knowledge of each area you can write about first-hand.
• The advertising and property-description rules that apply where you work.
• A way for buyers and sellers to contact you or request a valuation.

Step 1

Plan around areas and processes

Map where you work and what clients need explained.

1. 01List the neighbourhoods you cover and what buyers want to know about each.
2. 02List the steps of buying and selling that clients ask about most.
3. 03Decide which neighbourhoods get a full guide first.
4. 04Plan separate explainers for buyers and for sellers.

Step 2

Create neighbourhood guides and explainers

Write from local knowledge.

1. 01Write neighbourhood guides covering transport, amenities, housing types and character.
2. 02Write buyer and seller explainers that walk through each stage of the process.
3. 03Keep guides factual and fair, avoiding descriptions that could discourage any group of buyers.
4. 04Check facts about schools, transport and services against official sources.

Step 3

Publish and connect to listings

Link guides to the homes you are selling.

1. 01Publish guides for your main areas before marketing yourself there.
2. 02Link each listing to the guide for its neighbourhood.
3. 03Link explainers from your valuation and contact pages.
4. 04Add guides for further areas as you take on listings there.

Step 4

Measure enquiries by area

See which guides bring buyers and sellers.

1. 01Track valuation requests and enquiries by the page they started on.
2. 02Check which area searches your guides appear for in your search console.
3. 03Update guides when local services, transport or developments change.
4. 04Ask new clients which pages they read.

Common pitfalls

• Neighbourhood descriptions that could be read as discouraging particular groups of people.
• Guides copied between areas with only the name changed.
• Facts about schools or transport that are out of date.

Where Opus Rank helps

Tutorials for the parts of this plan you can do in Opus Rank.

• Content language and region

  Write for your market’s region and conventions.

• Create an article outline

  Use one structure for every neighbourhood guide.

• Featured and in-article images

  Add images alongside your own area photos.

Related playbooks

• New Location Expansion Playbook
• Home Services Launch Playbook
• Consultancy Launch Playbook