Ask ten people what to call the person who helps them buy a flat and you may get ten answers. In one city, "property dealer" is the everyday phrase. In another, people say "real estate agent" or "broker". Some search for all three. A property website that uses only one of them may miss buyers who use another.
This article explains how to choose the words your buyers use, and how to use them naturally.
Know how your buyers search
The simplest way to find out is to ask. Look at the enquiries you already get, the messages you receive on WhatsApp and the words your clients use when they describe what they want. If you have Search Console access, check the queries that already bring visitors to your site. Those are the words that matter most for your area.
Keep a short list of the phrases you hear most, and use them as a guide, not a checklist.
Use the words in the right places
Put your main phrase in the page title, the first heading and the opening sentence of the home page, once each. Use the other phrases in the description of your services and in the questions on your FAQ, where they fit naturally. A sentence that reads well to a buyer is the goal, not a sentence that repeats the same phrase three times.
Don't repeat a phrase on every line
A property website that says "property dealer" in every paragraph reads as if it's written for a search engine, not for a buyer. Visitors notice this, and it makes the site harder to trust. Use one clear term for the service, and explain it once if your buyers use other words.
For example: "We're real estate agents, also known as property dealers, and we help buyers and renters find homes in these areas." That sentence is clear, and it covers both phrases once.
Be accurate about what you do
Use the term that describes your role accurately. If you act for the seller, buyer or both, say so. If you're registered with the state authority where that's required, show that registration. Don't use a term that suggests a status or a licence you don't hold.
Keep the site consistent
Use the same term throughout, and make sure your listings, your social media and your Google Business Profile match it. Consistency helps visitors recognise you, and it helps search engines understand what you do.
Quick checklist
- Check the words buyers use in your enquiries and messages.
- Choose one main term for your service, and use it consistently.
- Put the main term once in the page title and once in the first heading.
- Explain any other common word once, in a single sentence.
- Use only the status and registrations you actually hold.
- Match the term on your listings, your social media and your Google profile.
What to do next
The real estate agent websites page shows how the service description, the listings and the enquiry section usually fit together. A business website is the right base for your real estate agency, and the business websites page explains how one is laid out. Start by choosing your main term, then write the home page with it once in the heading.