IDX SEO: Community Page Blueprint for Real Estate Agents
Here’s the playbook to ship IDX Community Pages that rank for specific buyer intent and convert on mobile. If you want the lead engine that feeds these pages after launch, read Real Estate Marketing Funnels: What They Are and How to Build One.
Why This Works
Long-tail searches reveal intent you can convert. A shopper typing “homes with a pool near Northwood under 500k” is closer to touring than someone searching “homes for sale.” You win that click by matching the phrase with a page that answers the exact query in words and in data.
Search engines reward clarity and freshness. Your editorial copy provides clarity. Your embedded IDX feed provides freshness. The combo beats thin neighborhood blurbs and bloated city-wide feeds that load slowly and miss the point.
- Specific topics → lower competition and higher intent.
- Filtered IDX feeds → instant proof you cover the need.
- Internal links → distribute authority across your market map.
What to Do First
Pick one micro-topic with transaction intent and at least 50 monthly searches. Example: “Midtown condos with rooftop deck.” Confirm boundaries on a real map and write them down. Your filters must mirror these boundaries inside the IDX.
Set the page spine: URL, H1, and outline. Keep URL short and literal: /midtown-condos-rooftop-decks/. Draft five subheads: vibe, commute, key amenities, buying patterns, and a CTA. For nurture support, review How to Get Real Estate Leads: Proven Strategies for Agents That Work.
Main Moves
Write the anchor content. Aim for 800 words. Include one concrete stat every 150–200 words: typical lot sizes, local tax notes, average days on market last quarter, or HOA ranges. Cite official sources where relevant. Keep sentences simple. No filler.
Embed the IDX feed. Filter for the exact criteria you promised: area, property type, price band, and features. Cap visible listings to 15–20 to protect speed. If your vendor allows a “recently sold” block, limit to a small sample and include required attribution. For platform fit, see IDX-Integrated Websites.
- Place the feed below your first 400–500 words so the copy sets context.
- Add a sticky or mid-page form that names the benefit in plain English.
- Link to 1 pillar page and 3–5 cluster pages with descriptive anchor text.
The Short List
Use this 8-step checklist to keep your build repeatable. It’s fast to quality-check and easy to hand off to a VA.
Each step pairs one owner with one deliverable. Track two numbers per page for 30 days: time-to-index and form CVR. Revisit the copy on day 30 with search console data.
- Target Selection: Pick a long-tail topic with 50–300 searches. Define map bounds and feature filters.
- URL & H1: Match the phrase literally. Keep the slug 5–9 words.
- Editorial: 800 words, local facts, one stat per ~200 words.
- IDX Feed: Filter to match the topic; cap visible listings.
- Internal Links: 1 pillar + 3–5 clusters. Update backlinks.
- Mid-CTA: In-line form after ~400 words; connect to CRM.
- Mobile QA: Test on iPhone + Android. Fix image scaling.
- Baseline: Publish, request indexing, confirm GA4 events.
Playbook Notes
Internal linking drives authority. Every community page points up to its city pillar and sideways to sibling clusters. Siblings also point back. This web makes search engines trust your coverage across related terms.
Mobile speed is non-negotiable. Aim under 2 seconds to first meaningful paint. Shrink images, defer non-critical scripts, and avoid jumbo IDX widgets. If the feed can’t be trimmed, show a small set plus a “view more” button.
Why This Pays Off
Long-tail pages stack into predictable lead flow because each attracts fewer visitors who are further along. A handful of these pages can outperform a single generic city page. They’re simple to refresh quarterly with updated stats and new internal links.
Use email to work the traffic you capture. Connect your mid-CTA form to a 7-day welcome sequence. If you need a clean starting point, see Email Campaigns and Social Media Marketing for the distribution layer that keeps visitors coming back.
Three Ready-to-Use Script Frameworks
The “Neighborhood in 15 Seconds” Hook
Dialogue (agent)
- Hook (0–2s): “Looking for homes under 500k with a pool near Northwood?”
- CTA (last 2s): “Tap for the live list and school tax notes.”
On-screen text
- “Under 500k • Pool”
- “Near Northwood HS”
- “Live IDX link”
Shot list / B-roll
- Map zoom → boundary outline.
- Front yards with pools signs visible.
- Quick HOA note overlay.
- CTA card with short URL.
Beat mapping
Keep clips under 1.2s. Put the map at second 1, amenity at second 6, CTA card at second 13.
The “Problem / Solution” Clip
Dialogue (agent)
- Hook: “Tired of city-wide lists that miss your features?”
- Build: “Here’s the filtered feed for condos with roof decks in Midtown, updated hourly.”
- CTA: “Comment DECK and I’ll DM the page.”
On-screen text
- “Midtown • Roof Decks”
- “Live feed”
- “DM for link”
Shot list / B-roll
- Frustrated scrolling → cut.
- Show the filtered grid.
- Overlay: “15 current matches.”
Point to your community page, not a raw search URL. Keep control of context and CTAs.
The “Local Detail” Clip
Dialogue (agent)
- Hook: “Buying near the park? Watch the flood zone lines.”
- Build: “I track elevation and premiums by street.”
- Reveal: “See the safe streets list on my park-side guide.”
- CTA: “Tap ‘Get the guide’ on the page.”
On-screen text
- “Flood zone notes”
- “By street”
- “Get the guide”
Shot list / B-roll
- POV walk → park sign.
- Map overlay with contour line.
- CTA card: short link.
Production Plans You Can Repeat
Ship 5 pages. Cadence: 1 per two weeks. Time: 4 hours agent (approve topics, local bullets), 5 hours VA per page (write, publish, link). Split: 70% writing, 30% tech (filters, forms, links). Refresh each page on day 30 with one new stat and one new internal link.
Build 12–15 pages. Time: 2 hours agent total (final review). Vendor handles research, 800-word copy, filtered IDX blocks, GA4 goals, and heatmap setup. Rotation: publish 1–2 per week. Quarterly prune: remove dead internal links and add two new cross-links per page.
“Midtown Rooftop Condos” Landing Block
Goal: Capture email for daily matches. Audience: Condo buyers wanting outdoor space. Creative: Map snippet + 3 features + mid-CTA form. Headline: “See Every Midtown Condo with a Rooftop Deck.” CTA: “Send me the daily list.”
“Northwood Pool Homes Under 500k” Block
Goal: Book 15-min consults. Audience: Budget-capped buyers with feature priority. Creative: 12-item filtered grid + tax note + appointment button. Headline: “Pool Homes Near Northwood Under $500k.” CTA: “Book a quick plan call.”
If you need a working distribution plan once these pages publish, borrow tactics from Social Media Strategies for Real Estate Agents: Proven Tips to Attract More Clients and Sell More Homes and route traffic back into your community pages on a weekly cadence.
What Successful Real Estate Agents Are Reading
FAQ
How long until a new community page starts ranking?
Expect impressions in 60–90 days if the page is indexed, internally linked, and loads quickly. Keep improving copy and links monthly. Track time-to-index, clicks, and form CVR in GA4 and Search Console to guide updates.
What’s the minimum content length that still works?
For long-tail topics, 500–800 focused words can work if the copy is specific, the IDX feed matches the filters, and the page is linked from a pillar. Competitive city terms need more depth and stronger link support.
How should I structure the IDX feed on the page?
Filter to the exact topic (area, type, price, feature). Limit visible listings to 15–20 for speed. Add a small “recently sold” sample with proper attribution if your MLS allows it. Keep the main CTA visible on mobile.
What if my IDX vendor can’t filter like this?
If the platform can’t embed filtered feeds on content pages, treat it as a constraint. Consider switching to a provider that supports targeted feeds. See our IDX-Integrated Websites overview.
How many community pages should I build first?
Start with five. Pick one pillar topic and four related clusters. Publish one every two weeks. After 90 days, expand to 10–15 pages using search data from the first batch.
How do I measure real results from these pages?
Use page-level goals. Track time-on-page, non-branded clicks, and form CVR. Tag every lead with the page source in your CRM. Review booked appointments and signed clients tied back to these tags quarterly.
Do these pages replace my city page?
No. The city page is the pillar that links to your long-tail cluster pages. Keep it broad and fast, then route visitors into the specific pages that match their needs.
Complete Multi-Channel Marketing Program
- Standardized, done-for-you marketing program built for working real estate agents; team options available.
- Strategy and planning including onboarding intake, positioning, offer clarity, and channel plan.
- Social media management monthly calendar, post copy, graphics/templates, and scheduling.
- Email marketing one professionally written, brand-safe email campaign per month to Agent's SOI.
- Blog content one SEO-aware post per month.
- Ads and funnels retargeting and contextual display, audience wiring, creative from agent brand assets, and UTM tracking.
- Listing promotion support social media promos using agent-supplied photos, copy, and details.
- IDX websites (add-on) created and maintained in partnership with iHouseWeb, available at additional cost to help agents strengthen online presence, capture leads, and close more deals.
- Optional add-ons direct mail, extra blogs or emails, landing-page variants, compliant list building, expanded ad creative, buyer/seller guides, and brand materials.
