Think long and hard on what keywords people are likely to use to find you. Make lists of keywords and then combine them into two or three word phrases.
For example, you rarely want to target a single keyword since the billions of words indexed on the Web today, generally one word simply won't cut it. People learn quickly that if they type in "real estate" or "properties" that they get listings for real estate from all over the world! Now it would be nice if you popped up there on those extremely broad keywords, however, a better use of your time is to PAIR the generic keyword with something more specific. You might get lucky and rank well on just real estate since it's in your page too, but if not, at least you'll rank well on "Boston real estate," which will be far less difficult to achieve a top 10 or top 20 listing for. These keywords will also bring you far more qualified prospects.
What savvy marketers do is to identify a "niche" that few others are targeting and go after it. Good management is the key to achieving a range of good rankings.