Why many brokerage pages underperform

How SwiftSchema helps

How it works

What is RealEstateAgent structured data?

RealEstateAgent represents brokerages and realty offices. Marking up each office location with accurate address, phone, hours, and service context helps search engines understand your presence and present more helpful details to buyers and sellers.

Eligibility & Status

RealEstateAgent (a LocalBusiness subtype) acts as a foundational local signal. It’s “limited” for direct rich results; eligibility depends on content quality, policy compliance, and specific Google surfaces.

Why real-estate markup matters

• Local trust: Buyers and sellers need clear contact info and service coverage, especially for high-stakes transactions.
• Multi-office management: Brokerages can avoid NAP inconsistencies and duplicate listings by structuring each office.
• Agent relationships: When combined with Person/ProfilePage schema for agents, RealEstateAgent clarifies team structure and listings.

Essential properties to include

• name
  ,
  url
  , and
  description
  .
• address
  : PostalAddress for each office (avoid P.O. boxes if possible).
• telephone
  and optional
  faxNumber
  .
• openingHoursSpecification
  : Show office availability and after-hours support.
• areaServed
  : Mention neighborhoods or metropolitan areas in copy; use
  serviceType
  or description to highlight specialties (residential, commercial).
• image
  : Office or team photos.
• sameAs
  : Links to business profiles (Google, Zillow, social).
• aggregateRating
  : Only if you host policy-compliant client reviews.

Preparing office data before generating schema

1. Audit NAP data: Pull office addresses/phones from your CRM or brokerage directory to ensure accuracy.
2. List service areas: Document cities/neighborhoods served by each office.
3. Highlight specialties: Luxury, commercial, property management — include them in copy and schema description.
4. Gather agent info: Link to agent ProfilePages/Person schema where relevant.
5. Collect imagery: Office storefronts, team photos to reinforce trust.
6. Plan maintenance: Establish who updates schema when offices move or merge.

JSON-LD patterns

Minimal office page

Office with services, contacts, and ratings

Implementation workflow inside SwiftSchema

1. Select RealEstateAgent in the generator.
2. Enter office
   name
   ,
   url
   , and PostalAddress.
3. Add
   telephone
   ,
   openingHoursSpecification
   , and service area details (in description or additionalProperty).
4. Include
   image
   ,
   sameAs
   , and optional
   aggregateRating
   .
5. Export JSON-LD, embed it on the office page, and validate via the Rich Results Test.

Troubleshooting & QA

• P.O. boxes: Provide physical office addresses whenever possible; if virtual, explain in copy.
• Inconsistent NAP: Align schema with business directories and Google Business Profile.
• Misformatted hours: Use
  openingHours
  or
  openingHoursSpecification
  correctly (day abbreviations with
  HH:MM-HH:MM
  ).
• Self-serving reviews: Only mark up verified client reviews that meet policy requirements.
• Agent linkage: Ensure Person/ProfilePage schema references the office to keep relationships clear.

On-page parity checklist

• NAP consistency: Name, Address, Phone match across schema, page content, footer, and Google Business Profile.
• Hours on-page match
  openingHours
  /
  openingHoursSpecification
  .
• Service areas in copy align with
  areaServed
  /
  serviceType
  .
• Images used in schema exist on-page and are publicly accessible.
• Ratings displayed to users match
  aggregateRating
  (only if compliant).
• Canonical URL is self-referential; avoid duplicate office URLs.

Maintenance and governance

• Audit each office quarterly for address, phone, service areas, and agent changes.
• Keep
  lastReviewed
  metadata current; assign marketing or operations owners for schema updates.
• When opening/closing offices, update schema, page copy, and business listings simultaneously.

Common mistakes to avoid

• One page for many offices: Create one page per office; avoid stuffing multiple addresses into one schema block.
• Stale phone/hours: Keep schema in sync with business listings and on-page content.
• Including AggregateRating without real reviews: Only include if you display genuine, policy-compliant reviews.
• Using P.O. boxes or vague addresses: Provide full street addresses; add suite numbers.
• Conflicting plugins: Disable duplicate LocalBusiness/RealEstateAgent markup from multiple sources.

Common Errors & Fixes

• P.O. boxes: prefer a physical office address where possible.
• Incomplete address: include city, region, postal code, and country.
• Misformatted hours: follow the recognized
  openingHours
  format or
  openingHoursSpecification
  .
• Self-serving reviews: include ratings only with policy-compliant, genuine reviews.