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12 August Google My Business / Local SEO / Real Estate

How to Rank Higher Than Zillow in Google Maps & Local Results

Zillow has long dominated online real estate searches, often appearing at the top of Google Maps and local results. For many small-to-medium real estate agencies and independent brokers, this can feel like an impossible battle. But here’s the truth: you can outrank Zillow in local search results—and many local agencies already are.

In this blog, we’ll break down how savvy real estate firms are leveraging Local SEO strategies to beat giants like Zillow—and how you can do it too.

Why Competing with Zillow in Local Search Matters

Zillow is a national listing aggregator, not a local service provider. That’s your advantage. When users search for terms like “realtor near me” or “homes for sale in [city],” Google often prioritizes local relevance and proximity—not national authority.

What This Means for You:

      • Localized real estate websites can outperform Zillow in Google Maps results (the “Local Pack”).

      • Google favors accurate, consistent, locally-optimized content, especially when tied to Google Business Profiles (GBP) and location-specific trust signals.

      • With the right Local SEO strategy, conversion-optimized content, and review signals, you can win more visibility—and leads—at the hyper-local level.

The Psychology of Local Search: Trust Over Traffic

When people search for a real estate agent, they’re looking for someone they can trust. While Zillow offers a wide database of listings, it lacks the human connection, responsiveness, and hyper-local expertise that users associate with a real agent or brokerage.

That’s where you come in.

When your business shows up in Google Maps with stellar reviews, active listings, and a real face behind the name, you’re already doing what Zillow can’t.

Step 1: Optimize (and Maximize) Your Google Business Profile

Your Google Business Profile (GBP) is your #1 weapon in outranking Zillow locally. It’s what feeds data to Google Maps, the Local Pack, and voice search tools.

Here’s how to optimize it for maximum impact:

      • Use your exact business name — avoid keyword stuffing.

      • Select the most accurate categories (e.g., “Real Estate Agency” vs. “Real Estate Consultant”).

      • Add high-resolution photos of your office, listings, agents, and neighborhood landmarks.

      • Fill out every section: services, products (yes, listings), business hours, and service areas.

      • Post weekly: share listings, blogs, tips, or market updates.

      • Enable messaging and respond quickly — it boosts engagement metrics.

Pro Tip: Embed a map of your office location and link to your GBP on your website footer. This reinforces location trust signals to Google.

Step 2: Master Local Keyword Targeting (and Hyperlocal Content)

Zillow ranks for national keywords. You should own your city, neighborhood, and even zip code keywords.

Go beyond “homes for sale in Austin” and aim for:

      • “Top real estate agent in East Austin”

      • “3-bedroom homes near [local school]”

      • “Townhouses for sale in [neighborhood]”

What to Do:

      • Create location-specific landing pages for each city or neighborhood you serve.

      • Write blog content based on local questions and search trends (e.g., “Is now a good time to buy in [city]?”).

      • Add schema markup to listings and reviews on your site.

Pro Tip: Use tools like Google’s Keyword Planner, AnswerThePublic, and local Facebook groups to discover trending queries in your area.

Step 3: Turn Customer Reviews into Your Secret SEO Weapon

Zillow has listings. You have relationships. And those relationships turn into real reviews that Google loves.

Focus on:

      • Consistently asking for reviews after closings, property tours, or consultations.

      • Responding to every review — good or bad — to boost engagement signals.

      • Including keywords in responses (e.g., “Thank you for your review of our downtown Chicago condo tour!”).

      • Highlighting local keywords and neighborhoods in client testimonials.

Pro Tip: Use tools like NiceJob, BirdEye, or GatherUp to automate review collection and embed reviews on your website.

Step 4: Local Link Building and Citations

Backlinks are still a major ranking factor—but for local SEO, local backlinks matter more.

Win backlinks from:

      • Local newspapers or news blogs

      • Chamber of commerce directories

      • Community sponsorships or local events

      • Real estate vendor sites (home inspectors, stagers, mortgage brokers)

Also make sure your business is listed consistently across:

      • Yelp

      • Realtor.com

      • Yellow Pages

      • Angi

      • Houzz

      • Foursquare

      • Apple Maps

Pro Tip: Use tools like BrightLocal or Whitespark to manage local citations and track NAP (Name, Address, Phone) consistency.

Step 5: Build a High-Converting, Mobile-First Real Estate Website

Your website isn’t just for branding—it’s your digital sales machine. Zillow might win on listings, but you can win on user experience.

Your real estate website must:

      • Load in under 3 seconds

      • Be mobile-optimized and responsive

      • Have clear CTAs (Schedule a tour, Book a consultation)

      • Showcase trust badges, client testimonials, and agent profiles

      • Offer virtual tours, community guides, and featured listings

Pro Tip: Create “neighborhood guide” pages for each area you serve and internally link your blog and service pages to them. This builds topical authority.

Step 6: Use PPC & Local Services Ads to Beat Zillow at the Top

Zillow spends millions on Google Ads—but they can’t target local keywords with personalized relevance like you can.

Consider:

      • Google Local Services Ads (LSAs) — Pay-per-lead model that shows up above regular ads and maps.

      • Google Ads for “near me” searches with location extensions.

      • Facebook & Instagram geo-targeted campaigns to drive visibility and engagement.

      • YouTube Shorts and Reels of listings and success stories in hyper-local areas.

Pro Tip: Tie your paid ads to a conversion-optimized landing page instead of your homepage. Add testimonials, CTAs, and social proof above the fold.

Step 7: Capture & Nurture Local Leads with Email and Automation

Zillow doesn’t own the customer journey—you can. Once someone lands on your site or interacts with your GBP, make sure you capture their info and nurture the relationship.

Implement:

      • Exit-intent popups offering a free market report or home valuation.

      • Email automation workflows (buyer journey, seller tips, neighborhood spotlights).

      • Newsletter segmentation based on zip code, property type, or buyer/seller status.

Pro Tip: Use tools like Mailchimp, HubSpot, or ActiveCampaign to integrate lead capture with nurturing flows and even retargeting campaigns.

Bonus: Use AI and Automation to Scale Smarter (Not Harder)

Most real estate agents are overwhelmed with listings, showings, and paperwork. The trick isn’t to work harder than Zillow—it’s to work smarter using technology.

      • Use AI tools to generate hyperlocal blog content faster

      • Automate GBP posts using scheduling tools

      • Set up chatbots on your website and GBP messaging for 24/7 engagement

      • Use heatmaps and analytics to track how visitors interact with your site and listings

Pro Tip: Platforms like Xpezia can handle these technical tasks for you—so you can focus on selling, not software.

Final Thoughts: You Don’t Need Zillow’s Budget to Win Local Search

Zillow may be a behemoth, but they aren’t unbeatable. When it comes to local search, Google favors relevance, proximity, trust, and consistency—factors you can control.

By:

      • Optimizing your Google Business Profile

      • Creating hyper-local content

      • Leveraging social proof

      • Building local citations and backlinks

      • Enhancing your website UX

      • Running targeted local ad campaigns

      • And nurturing leads with automation

—you position yourself as the go-to expert in your market. And that’s something even Zillow can’t replicate.

Need Help Implementing This?

At Xpezia, we specialize in:

      • Google Business Profile Optimization

      • Real Estate SEO & Landing Pages

      • Local Lead Funnels

      • Paid Ads for Realtors

      • Review & Reputation Management

Let us help you outrank Zillow, dominate your zip code, and close more deals.

Book a free consultation now

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