Schema Markup Implementation Guide for Real Estate Professionals

Written By Molly McKinley

What is Schema Markup and Why Does It Matter?

Schema markup is code that you add to your website to help search engines and AI systems understand exactly what your content means. Think of it as providing a translation guide that tells AI systems "this person is a real estate agent," "this content is about North Raleigh," and "this review is about their expertise."

Why AI systems love schema markup:

  • It provides clear, structured information they can easily understand

  • It helps them categorize your expertise and authority areas

  • It makes your content more likely to be featured in rich results

  • It improves your chances of being cited by AI platforms

Where Schema Markup Goes on Your Website

Method 1: JSON-LD in the <head> Section (Recommended)

JSON-LD (JavaScript Object Notation for Linked Data) is Google's preferred format. This code goes in the <head> section of your HTML pages.

Location in your website code:

<!DOCTYPE html>
<html>
<head>
    <title>Your Page Title</title>
    <meta charset="UTF-8">
    <meta name="description" content="Your meta description">
    
    <!-- Schema markup goes here -->
    <script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "Person",
      "name": "Your Name",
      "jobTitle": "Real Estate Agent"
    }
    </script>
    
</head>
<body>
    <!-- Your website content -->
</body>
</html>

Method 2: Microdata in HTML Elements (Alternative)

Microdata adds schema properties directly to your HTML elements:

<div itemscope itemtype="https://schema.org/Person">
    <h1 itemprop="name">John Smith</h1>
    <p itemprop="jobTitle">Real Estate Agent</p>
    <p itemprop="address" itemscope itemtype="https://schema.org/PostalAddress">
        <span itemprop="addressLocality">Raleigh</span>,
        <span itemprop="addressRegion">NC</span>
    </p>
</div>

Essential Schema Types for Real Estate Agents

1. Personal/Professional Schema (Your About Page)

Where to put it: In the <head> section of your main bio/about page

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Your Full Name",
  "jobTitle": "Real Estate Agent",
  "description": "Experienced real estate agent specializing in North Raleigh neighborhoods",
  "url": "https://yourwebsite.com",
  "image": "https://yourwebsite.com/your-photo.jpg",
  "telephone": "+1-919-555-0123",
  "email": "you@yourwebsite.com",
  "worksFor": {
    "@type": "RealEstateAgent",
    "name": "Your Brokerage Name",
    "url": "https://yourbrokerage.com"
  },
  "areaServed": {
    "@type": "City",
    "name": "Raleigh",
    "containedInPlace": {
      "@type": "State",
      "name": "North Carolina"
    }
  },
  "hasCredential": [
    {
      "@type": "EducationalOccupationalCredential",
      "name": "Licensed Real Estate Agent",
      "credentialCategory": "Professional License"
    }
  ],
  "knowsAbout": [
    "North Raleigh Real Estate",
    "Historic Homes",
    "First-Time Buyers",
    "Investment Properties"
  ],
  "sameAs": [
    "https://www.linkedin.com/in/yourprofile",
    "https://www.facebook.com/yourprofile",
    "https://www.instagram.com/yourprofile"
  ]
}
</script>

2. Local Business Schema (Your Homepage)

Where to put it: In the <head> section of your homepage

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "RealEstateAgent",
  "name": "Your Real Estate Business Name",
  "image": "https://yourwebsite.com/logo.jpg",
  "description": "Full-service real estate agency serving Raleigh and surrounding areas",
  "url": "https://yourwebsite.com",
  "telephone": "+1-919-555-0123",
  "email": "info@yourwebsite.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Raleigh",
    "@addressRegion": "NC",
    "postalCode": "27601",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "35.7796",
    "longitude": "-78.6382"
  },
  "areaServed": [
    "Raleigh, NC",
    "Cary, NC",
    "Apex, NC",
    "Wake Forest, NC"
  ],
  "priceRange": "$$",
  "openingHours": "Mo-Fr 09:00-18:00, Sa 10:00-16:00",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "47"
  }
}
</script>

3. Article Schema (Blog Posts/Content Pages)

Where to put it: In the <head> section of each blog post or content page

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "North Raleigh Market Update: January 2025",
  "description": "Comprehensive analysis of North Raleigh real estate market trends and opportunities",
  "image": "https://yourwebsite.com/market-update-image.jpg",
  "author": {
    "@type": "Person",
    "name": "Your Name",
    "jobTitle": "Real Estate Agent",
    "url": "https://yourwebsite.com/about"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Your Business Name",
    "logo": {
      "@type": "ImageObject",
      "url": "https://yourwebsite.com/logo.jpg"
    }
  },
  "datePublished": "2025-01-15",
  "dateModified": "2025-01-15",
  "mainEntityOfPage": "https://yourwebsite.com/north-raleigh-market-update-january-2025",
  "articleSection": "Market Analysis",
  "keywords": ["North Raleigh real estate", "market update", "home prices", "real estate trends"]
}
</script>

4. FAQ Schema (Q&A Content)

Where to put it: In the <head> section of pages with FAQ content

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What neighborhoods in North Raleigh are best for families?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The top family-friendly neighborhoods in North Raleigh include Falls River, Bedford, and Stonehenge. These areas offer excellent schools, parks, and community amenities with easy access to Research Triangle Park."
      }
    },
    {
      "@type": "Question", 
      "name": "How long does it take to sell a home in Raleigh?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Currently, well-priced homes in Raleigh sell within 15-30 days on average. Factors affecting timeline include pricing strategy, home condition, and seasonal market conditions."
      }
    }
  ]
}
</script>

5. Review Schema (Testimonials/Reviews Page)

Where to put it: In the <head> section of your testimonials or reviews page

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Review",
  "itemReviewed": {
    "@type": "LocalBusiness",
    "name": "Your Business Name",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Raleigh",
      "addressRegion": "NC"
    }
  },
  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "5",
    "bestRating": "5"
  },
  "author": {
    "@type": "Person",
    "name": "Client Name"
  },
  "reviewBody": "Outstanding service and expertise in North Raleigh market. Helped us find the perfect home in Falls River neighborhood.",
  "datePublished": "2025-01-10"
}
</script>

Implementation Methods by Platform

WordPress Websites

Option 1: Plugin Installation (Easiest)

  1. Install a schema plugin like "Schema Pro" or "All in One Schema Rich Snippets"

  2. Configure your business information in the plugin settings

  3. The plugin automatically adds schema markup to your pages

Option 2: Theme Functions (Intermediate)

Add to your theme's functions.php file or use a child theme:

function add_schema_markup() {
    if (is_front_page()) {
        // Homepage schema
        echo '<script type="application/ld+json">
        {
          "@context": "https://schema.org",
          "@type": "RealEstateAgent",
          // ... your schema code here
        }
        </script>';
    }
}
add_action('wp_head', 'add_schema_markup');

Option 3: Custom Fields (Advanced)

Use Advanced Custom Fields (ACF) to create schema-generating fields:

  • Create custom fields for business info, credentials, service areas

  • Generate schema automatically based on field inputs

Squarespace Websites

  1. Go to Settings → Advanced → Code Injection

  2. Add your schema markup in the "Header" section

  3. Each page can have unique schema in Page Settings → Advanced → Page Header Code Injection

Wix Websites

  1. Go to Settings → SEO Tools → Structured Data Markup

  2. Use Wix's built-in schema tools or add custom JSON-LD

  3. For custom schema: Add HTML Element → Embed Code → Insert your schema

Custom HTML Websites

Directly edit your HTML files to add schema markup in the <head> section of each page.

Testing and Validation

Google's Rich Results Test

  1. Go to: https://search.google.com/test/rich-results

  2. Enter your page URL or paste your schema code

  3. Check for errors and warnings

  4. Fix any issues before publishing

Schema.org Validator

  1. Go to: https://validator.schema.org/

  2. Test your schema markup for syntax errors

  3. Verify that properties are correctly structured

Google Search Console

  1. Monitor "Enhancements" section for schema-related issues

  2. Track which pages have rich results

  3. Fix any errors Google identifies

Common Schema Implementation Mistakes

1. Incorrect Placement

❌ Wrong: Adding schema to the <body> section when using JSON-LD

✅ Correct: JSON-LD goes in the <head> section

2. Invalid JSON Syntax

❌ Wrong: Missing commas, brackets, or quotes

✅ Correct: Use a JSON validator to check syntax before publishing

3. Irrelevant Schema Types

❌ Wrong: Using "Restaurant" schema for a real estate website

✅ Correct: Use "Person," "RealEstateAgent," and "LocalBusiness" schemas

4. Incomplete Information

❌ Wrong: Adding schema with missing required properties

✅ Correct: Include all required fields like name, address, telephone

5. Inconsistent Information

❌ Wrong: Schema info doesn't match visible website content

✅ Correct: Ensure schema data matches what users see on the page

Easy Implementation Steps

Step 1: Choose Your Method

  • WordPress: Use a plugin for the easiest implementation

  • Other platforms: Copy and paste code in header sections

  • Custom sites: Add directly to HTML files

Step 2: Customize the Schema

  • Replace placeholder text with your actual information

  • Update business name, address, phone, specialties

  • Add your actual credentials and service areas

Step 3: Test Everything

  • Use Google's Rich Results Test

  • Check for syntax errors

  • Verify information accuracy

Step 4: Monitor Performance

  • Watch Google Search Console for enhancement reports

  • Track which pages get rich results

  • Monitor AI platform mentions for improvements

Maintenance and Updates

Regular Schema Maintenance

  • Monthly: Update review counts and ratings

  • Quarterly: Add new credentials or certifications

  • Annually: Review and update all business information

Schema Evolution

  • Stay updated with new schema.org types

  • Monitor Google's rich results updates

  • Test new schema opportunities as they become available

Quick Start Checklist

Week 1: Foundation

  • [ ] Choose implementation method for your platform

  • [ ] Add Person schema to your about page

  • [ ] Add LocalBusiness schema to your homepage

  • [ ] Test all schema with Google's Rich Results Test

Week 2: Content Schema

  • [ ] Add Article schema to your blog posts

  • [ ] Implement FAQ schema on relevant pages

  • [ ] Add Review schema to testimonials page

  • [ ] Test and validate all new schema

Week 3: Optimization

  • [ ] Monitor Google Search Console for enhancements

  • [ ] Fix any schema errors or warnings

  • [ ] Update schema with additional credentials or specialties

  • [ ] Plan ongoing schema maintenance schedule

Professional Implementation Support

DIY Implementation

Use this guide to implement schema yourself using plugins or copy-paste methods.

Technical Assistance

If you need help with custom implementation, work with:

  • Web developers familiar with schema markup

  • SEO professionals experienced with structured data

  • Marketing consultants who understand real estate schema

Ongoing Optimization

Consider professional help for:

  • Advanced schema strategies

  • Custom schema development

  • Performance monitoring and optimization

  • Integration with broader AI marketing strategies

Schema markup is one of the most important technical elements for AI visibility. Take time to implement it correctly, and you'll see improved performance across search engines and AI platforms.

Molly McKinley
Next

Advanced AI Authority Strategies: Own Your Local Market Before Your Competition Catches Up