Category: SEO

Real Estate Technologyschema.orgSEO

Google doesn’t know it’s your listing.

You can publish raw data on your website for the search engines and this has massive potential for brokers and agents who want to drive traffic directly to their websites, but brokers will have to tell google through their websites. is an RDF vocabulary created by Google, Yahoo and Microsoft that allows you to push raw data to the search engines through your website and express things like:

To get a sense for how this can lead to better search experiences for consumers and more leads for your business consider this. Say I’m looking for “Oakland homes for sale.”   Here’s what I get today: 6 pages from aggregators, 3 from Realogy and 1 local independent (Congratulations Red Oak Realty for breaking the top 10!).  It’s pretty clear that content aggregators have an advantage today.

Structured Data and Search

Now let’s try “Oakland real estate agents.” Now I get something different.

What is this? Because I searched a known business category “Real Estate Agent”, I’m getting a list of Places, instead of a list of Pages.

You’ve probably had this experience searching for restaurants, gas stations or grocery stores on your phone, and it’s coming to real estate searches.

Google already shows open houses data in search results – you can see that in the first two results from classic search above.  But google can and has done a lot more with structured data search in other industries, for example food blogging.

Thanksgiving is right around the corner and I’m on the hook for dessert so I googled “Apple Pie Recipe.”

There’s a lot to talk about here.  Notice photos and ratings are built-in, and google shows other questions it can answer from the data it has. This could easily be done with real estate listings.

To be clear, I’m not saying search will work this way the instant you put data on your site, but I am saying it can’t work this way until you do. and “My Listing, My Lead”

One thing you can declare to the search engines with vocabulary is your relationship or legal rights relative to content on the web such as a listing.  If the real estate industry embraces this, it will be a game changer for brokers and agents by making it possible for brokers to show up first in search for their own listings.

I’m sure that statement will generate the usual controversy over who owns the listing, but regardless of your position on that matter,  the fact remains: raw data on the web is going to have a major impact on everyone working with real estate data. It’s time we start taking about it.

MLS associations must understand how authorship works and create or clarify rules for the appropriate and fair use of structured data in their market.

Developers should learn about and contribute to the creation of RESO guidelines for structured data on the web. If you’re interested in contributing, you rock! Email

Brokers, here is your chance to reclaim a measure of control over your online content. Talk to your website developer about structured data on your website today.

Linked DataReal Estate TechnologyRESOschema.orgSEO

Open House event data on the web with

In Part 2 of this series on the topic of real estate data on the web, I’ll be looking at posting open house events as linked data with JSON-LD and the vocabulary.

Here’s an example of how google displays open house events in organic search results.

screenshot-2016-10-31-05-05-43 Event

schema:Event is the generic class for events in RESO Data Dictionary’s OpenHouse resource maps reasonably well to schema:Event  today and is actively used to publish open home events by Zillow, and others.

Here’s an example with mock values in JSON-LD context.

 "@context" : "",
 "@type"    : "Event",
 "name"     : "Open House 10am - 2pm",
 "url"      : "",
 "image"    : [
 "startDate" : "2016-11-06T14:00:00-07:00",
 "endDate"   : "2016-11-06T16:30:00-07:00",
 "performer" : {
     "@type" : "RealEstateAgent",
     "name"  : "Sue Showing-Agent"
 "offers" : {
     "@type"              : "Offer",
     "name"               : "Charming midcentury with city views",
     "url"                : "/listings/123-main-street",
     "priceSpecification" : {
         "price"          : "$650,000",
         "priceCurrency"  : "USD"
 "location": {
    "@type"    : "Place",
     "name"    : "123 Main Street",
     "address" : { 
         "@type"           : "PostalAddress",
         "streetAddress"   : "123 Main Street",
         "addressLocality" : "Oakland",
         "addressRegion"   : "CA",
         "postalCode"      : "94705"

Recommended changes

  1. New class schema:OpenHouseEvent a sub-class of schema.Event – this would allow google to respond to a search like “open homes tomorrow near me” from structured data.

RESO DD Considerations

  1. schema:name is a required on schema:Event but there is no DD equivalent.  Vendors typically use dynamic names such as  “Open House – 10:00 AM – 2:00 PM”.  RESO should offer guidance for website providers in the interest of data consistency.