Search engines have become more conversational, and so have property seekers. With the rise of voice search, AI assistants, and mobile-first browsing, users are no longer typing basic keyword phrases like “apartments for sale”. Instead, they’re asking natural, nuanced questions such as “Where can I buy a two-bedroom apartment near good schools in Durban?”.
This shift toward conversational queries is reshaping how search engines work and how real estate businesses must optimise their content to stay competitive online.
What are conversational queries?
Conversational queries mimic everyday speech. They tend to be longer, more specific, and focused on intent. For example:
These natural-language queries are becoming the norm thanks to tools like Google Assistant, Siri, Alexa, and ChatGPT. As users grow more comfortable speaking to technology as if it were human, they expect more direct and helpful answers, especially when making major decisions like buying or renting property.
Why this matters for real estate websites
Real estate searches are deeply personal. Buyers, renters, and investors often search with specific goals in mind: location, price range, amenities, lifestyle, safety, schools, commute time, and more. Conversational queries capture these nuances better than short keywords ever could.
This evolution challenges traditional real estate SEO tactics that focused on high-volume keywords and static listings. Instead, search engines now prioritise content that understands and satisfies user intent.
How search engines are adapting
To keep up with this conversational shift, Google has rolled out AI models like:
In real estate, this means that content must not only match the query — it must answer the buyer’s questions clearly, confidently, and conversationally.
What real estate brands should do
To stay visible and relevant, real estate professionals must evolve their SEO and content strategies. Here’s how:
1. Optimise for natural language and intent
Understand how your ideal clients speak. If a user types “Is Hout Bay safe for families?” or “Which areas in Pretoria have good public transport?”, your content should directly address these questions.
Tip: Use tools like Google’s “People Also Ask” and autocomplete to find common conversational queries in your area.
2. Use long-tail keywords strategically
Long-tail phrases like “pet-friendly apartments to rent in Sandton under R10,000” may have lower search volume, but they represent high-intent leads. Tailoring content to these phrases can drive more qualified traffic to your site.
3. Structure your content for featured snippets and voice search
Use FAQ sections, question-based headings (e.g., “What is the average property price in Ballito?”), and clear, concise answers. This increases your chances of being featured in rich results and voice search responses.
4. Develop hyperlocal area profiles
Conversational queries are often location-specific. Well-structured area profile pages that include information on lifestyle, schools, transport, average prices, and property trends can directly answer user queries and establish your website as an authoritative source.
5. Follow E-E-A-T and Google’s helpful content guidelines
Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Include property practitioner bios, testimonials, case studies, and local market insights. The more real-world value and credibility your content has, the more likely it is to rank well.
6. Prioritise local SEO and mobile usability
Many voice and conversational searches are local and urgent (e.g., “Open houses near me this weekend”). Ensure your Google Business Profile is up to date, include location-specific landing pages, and make your website fast and mobile-friendly.
Final thoughts
The rise of conversational queries is not a passing trend but the future of search. For the real estate industry, this offers an opportunity to create deeper engagement, drive more qualified traffic, and meet property seekers exactly where they are: in the midst of a real, human conversation.
Speak your clients’ language with SEO
By aligning your content and SEO strategy with the way people actually talk and search, you can build trust, improve visibility, and ultimately convert more visitors into clients. Prop Data’s SEO services help real estate agencies optimise for conversational queries, voice search, and local intent — ensuring your website gets found by the right buyers and renters at the right time. Reach out to find out more.