Industry · Real estate
Search consulting for real estate.
Property search is hyper-local, listing-driven and extremely high-value per conversion. That combination rewards architecture and punishes generated location pages with nothing in them.
What makes real estate different
- Listings enter and leave the market continuously
- Location intent operates at city, district and street level
- Very high value per enquiry, low conversion frequency
- Buyers and sellers are two different demand spaces on one site
- Portals and aggregators dominate many head queries
What we see most often
The problems that keep recurring in real estate
Not a generic list. These are the specific failure modes this sector produces, in rough order of how often we find them.
- 01
Sold and let listings left to platform default
Expired listings often hold links and traffic. Deleting them, keeping them live, or redirecting them are three different decisions with different consequences.
- 02
Location pages generated without local substance
A page per neighbourhood with a swapped name and no local information. It does not help a buyer and carries scaled-content risk.
- 03
Buyer and seller journeys mixed together
One set of pages trying to serve both, so neither has a clear next step and the conversion path is muddled.
- 04
Enquiries not connected to source
High-value enquiries arrive with no landing page or query recorded, so nobody can say which content produced them.
Scope
What we typically work on
A real estate engagement usually draws from these. Which ones, and in what order, comes out of the diagnostic.
- Listing lifecycle rules for sold, let, withdrawn and returning properties
- Location and property-type architecture based on real demand
- Genuinely local content that a buyer would value
- Separate buyer and seller conversion paths
- Enquiry tracking with landing page and query captured
- Structured data for listings where it genuinely applies
Fit
Signals you are a good fit
If most of these are true, a diagnostic will pay for itself. If few are, tell us anyway and we will say so.
- Meaningful listing volume or a multi-branch agency
- A CRM that captures enquiries
- Organic search as a real acquisition channel
- Ability to produce or license genuine local information
Measurement
The metrics that matter here
Deliberately not rankings. These are the numbers that change a decision in this sector.
- Qualified enquiries by location and property type
- Indexation rate on live listings
- Valuation or vendor leads from organic
- Non-brand visibility on local search terms
- Enquiry-to-viewing rate by landing page
Questions
Real estate questions we get asked
Often yes for a period, because sold-price information has genuine user value and the URLs hold links. What matters is a consistent rule and clear labelling, rather than leaving stale listings looking available.
As local as you have real information and real inventory for. A neighbourhood page with genuine market data, transport, schools and current listings earns its place; a template with a swapped name does not.
Services and problems most relevant to real estate
- ServiceDynamic & Programmatic SEOTurn a large dataset into pages that deserve to exist — with a template, a quality floor and an indexation strategy.
- ServiceContent ArchitectureDesign the structure your content should have — clusters, commercial pages, internal links, briefs, pruning.
- ServiceAnalytics & Revenue MeasurementMake the numbers trustworthy enough to make business decisions with — GA4, GTM, ads, consent and CRM.
- ProblemA large site with no clear systemLarge sites need rules, thresholds and monitoring — not a longer list of tasks.
- ProblemTraffic but no leadsUsually a traffic-quality problem, a conversion problem, or a measurement problem — and they need different fixes.