SEO courseModule 1 of 10: Start HereLesson 1.2
Your Four Audiences: Buyers, Tenants, Sellers and Landlords
Four different kinds of people search for an agency, and each one searches differently, wants different pages and trusts different things.
01What it is
A shop with four kinds of customer can’t have one window display. Each needs to see their own thing as they walk past, or they keep walking.
Most agency websites are written for sellers and landlords, because they bring the fees. But buyers and tenants are your volume. They make most of the searches, most of the enquiries and most of the viewings, and a buyer today is a seller in five years. A tenant today may be a buyer next year and a landlord after that. So this course treats all four equally, and every lesson has a box showing how it affects each one.
| Buyers | Tenants | Sellers | Landlords | |
|---|---|---|---|---|
| Typical searches | "3 bed house for sale [town]", "house prices [area]", "how much can I borrow", "stamp duty calculator" | "2 bed flat to rent [town]", "pet friendly rentals [area]", "holding deposit rules", "how does referencing work" | "how much is my house worth", "best estate agents [town]", "cost of selling a house", "how long does it take to sell" | "how much rent can I charge", "letting agent fees [town]", "landlord responsibilities", "full management vs let only" |
| What they need from your site | Fresh listings, alerts, filters, photos, floorplans, area information, buying guidance | Live availability, rent, move-in date, fees, pets and bills information, quick viewing booking | A valuation route, proof you sell well, fees, process, local expertise | Rental valuation, management options, fees, compliance help, proof you protect landlords |
| How fast they decide | Weeks to months, coming back again and again | Days. The best rentals go within hours | Weeks of research, then a sudden valuation request | Weeks of research, often triggered by a problem or a tenancy ending |
| Device | Mostly mobile, evenings and weekends | The most mobile of all, often on the move | Mixed, often desktop for research | Mixed, desktop for research |
| Best pages | Area pages, property-type pages, listings, buying guide, alerts sign-up | Area rental pages, listings, tenant guide, fees page, FAQs | Valuation page, selling guide, fees, case studies | Rental valuation, management pages, landlord guide, fees |
| Trust signals that matter most | Accurate listings, local knowledge, reviews | Fees clearly stated, fast responses, tenant reviews | Seller reviews, sold results, named agents | Landlord reviews, redress scheme and client money protection, a named lettings team |
Why buyers and tenants are easy to neglect
They mostly start on Rightmove, Zoopla and OnTheMarket. So your website's job with them is different:
- Win the direct searches: "houses for sale in [your town]", "[your agency] lettings".
- Catch them with property alerts so they come back without going through the portal.
- Show local knowledge the portals can't: streets, schools, commutes, rents by street.
- Give them a reason to remember you when they eventually sell or let.
That's lesson 1.2
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