Know your Target Audience
If you are a small local real estate company you can limit your target audience to just those visitors looking for property in your market area. The same applies if you are the landlord of commercial properties within a certain area or district. Using “2 bedroom apartment for rent” as keywords could draw some visitors to your website, but having such a common keyword increases the number of websites nationwide that are competing with you on Google's search results pages, diminishes the likelihood of being ranked high by Google. “2 bedroom apartments for rent in [town/district]” would be a far better keyword to target which could provide you with more relevant traffic, bringing visitors who actually have an interest in property within your local area.
Be careful not to focus on too many keywords per page, as a rule focus on one keyword per page, although targeting one or two synonyms of your keyword on the same page is by no means a bad thing. If you have properties in separate towns, create individual pages for them so you’re not targeting multiple locations on one page and confusing the search engines.
Be a Go-To Tour GuideFor many buyers/tenants it’s not just the property they’re interested in, to some people the location of their potential new home can be more important than the bricks and mortar. Providing information on the local area can help you to make the properties on your site more attractive, whilst bringing in relevant visitors.
The best place to share your local knowledge is on your website’s blog. Many companies fail to utilise their blog to its full potential, keep the information you’re providing relevant and beneficial to your target audience. For example, writing a post on “The Best Schools in [town/district]” is a great blog post for a real estate site. The chances are, people reading the post will be looking to move to the area with children. If they find your post informative they may venture into the property section of your website to see what you have available within the area.
Real estate is an incredibly competitive SERP so ranking for big terms is probably a no-go unless you have a considerably strong/authoritative domain. Rather than thinking of vanity keywords, think of the people who would actually be interested in what your site has to offer. If you’re targeting people who wouldn’t walk into your real estate office then the chances are you’re targeting an audience with little value to your business/properties.