# How estate agents get found on Google | Salamander

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## Getting found as an estate agent on Google and in AI: the guide

As an estate agent, you get found on Google with three things: a fast website with your properties as individual pages, pages per municipality and property type where you are really active, and a well-kept Google Business Profile with reviews. For a general search like "house for sale" in a large municipality, portals almost always rank above you. On your name, your municipality and your speciality, you can win.

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Article · Findability · 10 min read · By Dries Janssen · 1 November 2026

![The website of Immo Margriet, estate agent in Keerbergen, on a laptop](https://salamander.be/en/media/mockup-immo-margriet-laptop.webp)

![The Salamander team at work](https://salamander.be/media/team-broll-16x7-2.webp)

- Getting found on Google and in AI

<aside class="res-article__summary" aria-label="In brief">
      <p class="t-small">In brief</p>
      <ul>
        <li>People search in three places: on Google, on portals such as Immoweb, Zimmo and Immovlan, and increasingly in AI assistants such as ChatGPT.</li>
        <li>Your website must be fast, work on mobile and show your properties as individual pages, not through a widget.</li>
        <li>Your Google Business Profile and your reviews help decide whether you show up when someone searches for an estate agent in your municipality.</li>
        <li>According to Google, there are no extra technical requirements to appear in AI Overviews. Good SEO remains the foundation.</li>
      </ul>
    </aside>

<h2 id="waar-mensen-zoeken-google">Where people search: Google, portals and AI assistants</h2>
<p>People who want to buy or sell a home search in three places. Each one needs a different approach.</p>
<div class="res-article__table">
<table>
<thead><tr><th scope="col">Where</th><th scope="col">What people look for there</th><th scope="col">What you do there</th></tr></thead>
<tbody>
<tr><td>Google</td><td>An estate agent in their municipality, your agency name, a property they saw</td><td>Look after your website and your Google Business Profile</td></tr>
<tr><td>Portals (Immoweb, Zimmo, Immovlan)</td><td>Comparing listings by price, location and type</td><td>Publish your properties well via your real estate CRM</td></tr>
<tr><td>AI assistants (ChatGPT, Google AI Overviews, Perplexity)</td><td>An explanation, advice, a comparison or a recommendation</td><td>Clear, concrete content on your own website</td></tr>
</tbody>
</table>
</div>
<p>Portals are strong on listings. You won't beat them there, and you don't need to. A buyer who sees your property on Immoweb often searches for your agency name afterwards. Your website needs to be there.</p>
<p>A seller behaves differently. Someone looking for an estate agent rarely goes to a portal. They search on Google or ask an AI assistant. For an agency, that is the most valuable visitor. And they are looking for you, not for a property.</p>
<p>That is your opportunity. To see how your website and the portals work together, read our article on <a href="/kennisbank/website-naast-immoweb/">your website alongside Immoweb</a>.</p>
<h2 id="wat-je-website-technisch">What your website must do technically</h2>
<p>A website that wants to be found is fast, works on mobile and gives Google clear information. Without that foundation, no text will help.</p>
<p><strong>Speed and ease of use.</strong> Google says its ranking systems aim to reward content with a good user experience, and that Core Web Vitals count towards that. Relevance still comes first. Google shows the most relevant content, even if the experience is poorer. Speed makes the difference when several good pages compete for the same search. For estate agents in the same region, that is often the case.</p>
<p><strong>Mobile first.</strong> 70 to 80% of visitors to a property website come on mobile. Google uses the mobile version of your site to index and rank it. What is missing on mobile does not count. Make sure your mobile site has the same content as your desktop site.</p>
<p><strong>Structured data.</strong> Structured data is a standard way to tell Google what is on a page. A price, an address, a type of home. Google calls it explicit clues about the meaning of a page, and recommends the JSON-LD format. It does not guarantee a special display in search results. It does help Google read your page correctly.</p>
<p><strong>Individual property pages instead of a widget.</strong> This is the classic mistake. Many agency sites show their listings through a third-party widget or iframe. It looks fine to your visitor. But for Google and AI search engines, your properties are not individual pages on your website. Every property deserves its own page, with its own address, its own title and the description from your real estate CRM.</p>
<p>Test your own site in three steps:</p>
<ol>
  <li><strong>Open a property and look at the address bar.</strong> The address should be on your own domain name, with its own path for that property.</li>
  <li><strong>Search Google for your agency name and the street of a property.</strong> If you find the property page on your own site, it is in Google.</li>
  <li><strong>Ask a colleague to request a viewing on mobile.</strong> Watch along. Every time they have to search or zoom in, you lose enquiries.</li>
</ol>
<h2 id="paginas-per-gemeente-en">Pages per municipality and type</h2>
<p>People search by type and municipality: "apartment for sale in Hasselt", "house to let in Genk". A dedicated page for every combination where you have listings and are active gives Google a clear answer to that search.</p>
<p>Do it in moderation, though. Google calls pages created only to rank for similar searches "doorway abuse". Its spam policy explicitly mentions pages aimed at specific regions or cities that lead visitors to a single page. A good municipality page shows current listings, says something about the municipality and shows that you work there.</p>
<p>Be realistic, too. For "house for sale" in a large municipality, portals and big chains with filter pages sit at the top. You won't take that spot easily. Your chances are better on specific combinations, sub-municipalities and your own speciality.</p>
<p>To find out how many pages make sense and where the limit lies, read our article on <a href="/kennisbank/vindbaarheidspaginas-gemeente/">pages per municipality and type</a>.</p>
<h2 id="je-google-bedrijfsprofiel-en">Your Google Business Profile and reviews</h2>
<p>Type "estate agent" and a municipality into Google, and you often see local agencies on a map. Your Google Business Profile helps decide whether you are among them.</p>
<p>Google ranks local results on three things:</p>
<ul>
  <li><strong>Relevance:</strong> how well your profile matches what someone is searching for.</li>
  <li><strong>Distance:</strong> how far your office is from the person searching.</li>
  <li><strong>Prominence:</strong> how well known your agency is.</li>
</ul>
<p>You can't change distance. You can change relevance and prominence. Google gives its own tips for that:</p>
<ol>
  <li><strong>Complete your profile and keep it accurate.</strong> According to Google, complete profiles appear more often in local search results.</li>
  <li><strong>Verify your profile.</strong> That tells Google you are allowed to represent the agency.</li>
  <li><strong>Keep your opening hours up to date</strong>, including special hours around public holidays and holidays.</li>
  <li><strong>Add photos and videos</strong> of your office, your team and your work.</li>
</ol>
<p>You can't pay for a better position. Google states plainly that there is no way to request or buy a better local ranking.</p>
<p><strong>Reviews: you may ask, you may not reward</strong></p>
<p>Reviews help your profile stand out. According to Google, positive reviews and helpful replies help your business stand out.</p>
<ul>
  <li><strong>Ask at the right moment.</strong> After the deed, the handover of the keys or a successful let. Google provides a link and a QR code you can share.</li>
  <li><strong>Ask everyone.</strong> Google's policy prohibits discouraging negative reviews or selectively asking only satisfied customers for a review.</li>
  <li><strong>Give nothing in return.</strong> Money, a discount or a gift in exchange for a review is strictly forbidden, according to Google. Reviews written with a conflict of interest, such as from current or former employees, also fall under the policy.</li>
</ul>
<p>Reply to your reviews, too. Keep it short, honest and personal. For a negative review, Google advises you to protect the customer's privacy, apologise where appropriate and respond quickly.</p>
<p>According to Google, a mix of positive and negative reviews often comes across as more credible. So one critical review is no disaster. A good reply says more about your agency than ten stars.</p>
<h2 id="gevonden-worden-in-chatgpt">Getting found in ChatGPT and AI Overviews</h2>
<p>The same rules apply to Google AI Overviews as to ordinary SEO. Google itself says no extra requirements or special optimisations are needed: your page must be indexed and eligible to appear with a snippet.</p>
<p>Google also describes how these AI answers come about. They can run several related searches at once across subtopics and sources, and show links alongside. Google calls this "query fan-out". A clear page on a sub-question can become a source in a broader answer.</p>
<p>According to Google, you need no new machine-readable files, AI text files or extra markup to appear in these features. So question anyone who tries to sell you that.</p>
<p>The work of getting mentioned in AI answers is called GEO: generative engine optimisation. In our own test, we saw that AI assistants like to cite concrete prices, tables, step-by-step plans and official Belgian sources. To see what that means for your website, read our article on <a href="/kennisbank/geo-makelaar/">GEO for estate agents</a>.</p>
<h2 id="wat-het-platform-doet">What the platform does and what you do</h2>
<p>Part of your findability sits in your website's technology. Another part only you can provide.</p>
<p>With <a href="/product/vastgoedwebsite/">Habbi, Salamander's website platform</a>, the technology is part of the subscription. Your input is what no platform can create.</p>
<div class="res-article__table">
<table>
<thead><tr><th scope="col">Habbi handles</th><th scope="col">You do</th></tr></thead>
<tbody>
<tr><td>The technology: speed, mobile and structured data for every property</td><td>Fill in your Google Business Profile and keep it up to date</td></tr>
<tr><td>Individual property pages, automatically synchronised with your real estate CRM</td><td>Ask for and reply to reviews</td></tr>
<tr><td>Findability pages per type and municipality</td><td>Define your working area and your speciality sharply</td></tr>
<tr><td>Texts for pages and blog posts, written by AI based on the intake</td><td>Share your expertise and local knowledge, and add to the texts</td></tr>
</tbody>
</table>
</div>
<p>Habbi works with any real estate CRM: Mason, Whise, RealSuite, Zabun, Omnicasa, Sweepbright and others, including your next one. Property descriptions come unchanged from your CRM. AI doesn't write those. AI does write the texts for your pages and blog posts, based on a context we build together during the intake.</p>
<p>That context matters. Google warns against large amounts of AI text without human oversight. Google asks for content from someone who demonstrably knows the subject well, with information that goes beyond the obvious. Your knowledge of the streets, the neighbourhoods and your market makes the difference. The better your intake, the better your texts.</p>
<p>If you have been paying for SEO for years, check what you get for it. Much of what used to be separate work now simply belongs in a good website: speed, structured data, individual property pages, a unique title per page. What remains is content, reviews and local reputation. Nobody can take that work off your hands completely.</p>
<h2 id="zo-meet-je-of">How to measure whether it works</h2>
<p>Measure enquiries, not just visitors. And use Google Search Console to see how Google views your site.</p>
<p>The performance report in Search Console shows clicks, impressions, click-through rate and average position. You see them per query, per page, per country and per device. If you appear in AI Overviews, Google says that counts towards your total search traffic under the search type "Web".</p>
<p>Look at three things every month:</p>
<ol>
  <li><strong>Searches that include your municipality.</strong> Track impressions for "estate agent" and for "for sale" or "to let" with your municipalities added.</li>
  <li><strong>Pages that get clicks.</strong> This shows which property pages and municipality pages bring in visitors.</li>
  <li><strong>Enquiries per source.</strong> Count how many valuations, viewing requests and contact forms come from Google.</li>
</ol>
<p>If you don't have access to Search Console or Google Analytics, ask for it from whoever manages your website. That data belongs to your agency. In Habbi, you follow <a href="/product/website-inzichten/">your leads and your website statistics in one place</a>, next to your properties.</p>
<p>Give it time, too. Findability grows, it doesn't jump. Compare months with each other, not days.</p>
<aside class="res-article__sources" aria-label="Sources">
      <p class="t-small">Sources</p>
      <ul>
        <li><a target="_blank" rel="noopener" href="https://developers.google.com/search/docs/essentials/spam-policies">Google Search Central, spam policy</a></li>
        <li><a target="_blank" rel="noopener" href="https://developers.google.com/search/docs/appearance/ai-features">Google Search Central, AI features and your website</a></li>
        <li><a target="_blank" rel="noopener" href="https://developers.google.com/search/docs/fundamentals/creating-helpful-content">Google Search Central, helpful and reliable content</a></li>
        <li><a target="_blank" rel="noopener" href="https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data">Google Search Central, introduction to structured data</a></li>
        <li><a target="_blank" rel="noopener" href="https://developers.google.com/search/docs/appearance/page-experience">Google Search Central, page experience</a></li>
        <li><a target="_blank" rel="noopener" href="https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing">Google Search Central, mobile-first indexing</a></li>
        <li><a target="_blank" rel="noopener" href="https://support.google.com/business/answer/7091">Google Business Profile Help, local ranking</a></li>
        <li><a target="_blank" rel="noopener" href="https://support.google.com/business/answer/3474122">Google Business Profile Help, reviews</a></li>
        <li><a target="_blank" rel="noopener" href="https://support.google.com/contributionpolicy/answer/7400114">Google, contribution policy</a></li>
        <li><a target="_blank" rel="noopener" href="https://support.google.com/webmasters/answer/7576553">Search Console Help, performance report</a></li>
      </ul>
    </aside>

- [Google Search Central, spam policy](https://developers.google.com/search/docs/essentials/spam-policies)
- [Google Search Central, AI features and your website](https://developers.google.com/search/docs/appearance/ai-features)
- [Google Search Central, helpful and reliable content](https://developers.google.com/search/docs/fundamentals/creating-helpful-content)
- [Google Search Central, introduction to structured data](https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data)
- [Google Search Central, page experience](https://developers.google.com/search/docs/appearance/page-experience)
- [Google Search Central, mobile-first indexing](https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing)
- [Google Business Profile Help, local ranking](https://support.google.com/business/answer/7091)
- [Google Business Profile Help, reviews](https://support.google.com/business/answer/3474122)
- [Google, contribution policy](https://support.google.com/contributionpolicy/answer/7400114)
- [Search Console Help, performance report](https://support.google.com/webmasters/answer/7576553)

Contents

Written by

Dries Janssen

Chief Product

Shapes how Habbi looks and works. Tracks how Google and AI assistants read websites, and turns that into property sites that get found.

All articles

- Where people search: Google, portals and AI assistants
- What your website must do technically
- Pages per municipality and type
- Your Google Business Profile and reviews
- Getting found in ChatGPT and AI Overviews
- What the platform does and what you do
- How to measure whether it works

[All articles](https://salamander.be/en/knowledge-base)

## Frequently asked questions

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- **Can I rank higher than Immoweb?**: For a general search like "house for sale" in a large municipality, usually not. On your agency name, on "estate agent" plus your municipality and on specific combinations of type and sub-municipality, you do have a chance. That's also where sellers search.
- **How many pages per municipality do I need?**: There is no fixed number. Make pages for the municipalities and types where you have listings and are really active. A page without listings or original content helps nobody.
- **What is GEO?**: GEO stands for generative engine optimisation. You make sure AI assistants like ChatGPT and Google AI Overviews find, understand and cite your content. The foundation is the same as for SEO.
- **How do I get more Google reviews?**: Ask every client the moment the deal is done, with the link or QR code of your business profile. Give nothing in return, and don't ask only satisfied clients. Google prohibits that.

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## Keep reading.

- [Article · Findability · 5 min read GEO for estate agents: how to get mentioned in ChatGPT](https://salamander.be/en/en/knowledge-base/geo-estate-agent)
- [Article · Findability · 5 min read Pages per municipality and type, without duplicate content](https://salamander.be/en/en/knowledge-base/pages-per-municipality)

- GEO for estate agents: how to get mentioned in ChatGPT
- Pages per municipality and type, without duplicate content
- What does a website for an estate agency in Belgium cost?

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Source: https://salamander.be/en/knowledge-base/estate-agent-found-google-ai

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