An SEO practice built for the regulatory and data layer of real estate.
Earnest SEO Agency runs SEO programs for U.S. real estate agents, teams, and brokerages. The differentiator across every engagement is regulatory and data-layer specificity. We know which NAR Article 12 Standards of Practice apply to which advertising surface, where TREC and DRE and FREC and DOS diverge, what Fair Housing safe harbor looks like at the URL-structure level, and how the RESO Web API data layer maps to RealEstateListing JSON-LD.
What we do
Four service surfaces. NAR-compliant marketing. MLS/IDX SEO with canonical strategy. Fair Housing safe-harbor content. Post-Sitzer/Burnett positioning. Each one grounded in regulatory citation rather than marketing-fluff framing. Every customer-facing compliance claim cites Article, Standard of Practice number, jurisdiction, and (where applicable) the HUD enforcement source. Generalist SEO agencies skip this layer or address it as a single checklist item; Earnest treats it as the practice.
Why the regulatory and data layer is load-bearing
Real estate marketing is one of a small set of B2B verticals where the SEO surface is also a regulatory surface. NAR SOP 12-10 directly targets SEO manipulation ("no deceptive metatags or framing"). HUD FHEO treats the SEO marketing stage as the critical Fair Housing entry point. Programmatic SEO architecture that uses demographic variables as filtering facets isn't a creative-copy problem; it's a Title VIII liability surface. State license law variation on advertising hierarchy means a multi-state brokerage running the same templated landing pages across jurisdictions is one TREC complaint away from suspended advertising privileges.
Alongside the regulatory layer sits the data layer. Roughly 529 local and regional MLSs, each layering local rules on the NAR baseline, all migrating from RETS to the RESO Web API. The standardized Data Dictionary 2.0 (Resources / Fields / Lookups) finally maps 1:1 to RealEstateListing JSON-LD, but only if the agent or brokerage's IDX implementation is truly embedded rather than iframe-rendered. The vendor-iframe-vs-truly-embedded distinction governs whether the site can participate in IDX SEO at all.
How we engage
Most engagements run as monthly retainers shaped to where the work is needed. A solo agent with thin local-pack visibility gets a GBP and NAP-consistency and neighborhood-content program designed around SOP 10-2 safe harbor. A team operating under a brokerage gets state-specific advertising-hierarchy templates plus team-name-vs-broker-name disclosure compliance. A brokerage with multi-MLS data feeds gets the RESO Web API to schema mapping plus canonical strategy across thousands of listing pages. A PropTech-affiliated agent on Boomtown or kvCORE gets the iframe-vs-embedded audit before any commercial query work begins.
We don't ship templated SEO that ignores the regulatory layer, mass-produced neighborhood pages that synthesize demographic data, or IDX setups that rely on self-referential canonicals against directory authority. The work is meant to survive a Fair Housing review, a TREC complaint, and the next algorithm update.
About the author
I'm Yan Dobromyslov. Seven years of SEO across legal, medical, dental, real estate, finance, and e-commerce. Every research article on this site carries my byline, surfaced in Article.author JSON-LD that points to a standalone Person node. Earnest is the named practice entity; the content authorship is mine.
Get in touch
Email hello@realestateseo.services with your domain, the brokerage / team / solo-agent shape, the state(s) you're licensed in, current MLS or IDX setup if any, and what SEO work has been tried before. Response inside one business day with a scope outline and a price band.