What was the challenge?
A 35-agent brokerage focused on three communities spent most of its marketing budget on portal credits. Listing leads were plentiful but low-margin; what it really wanted were landlords and sellers, the instructions that produce commission. Searches like "sell my apartment" or "service charges" plus a community name went to portals and forums.
What was the strategy?
- 01
Build a page for every building the brokerage works in
- 02
Offer a valuation tool that captures landlords and sellers
- 03
Publish service charge and rental yield guides for each community
What exactly was done?
4 moves, each with what was done and why it mattered.
- 01Site structure
Building pages at scale
Published 126 building pages with floor plans, unit mix, service charges, rental yields, recent transactions and live listings in that building.
Why it mattered: Owners and tenants search by building name. Each page answered the questions people actually ask about a building and gave the brokerage a reason to rank.
- 02Lead capture
A free valuation tool
Built a valuation page that gives an estimated range from land registry data, then offers a free agent valuation on WhatsApp.
Why it mattered: "How much is my apartment worth" is the first search a seller or landlord makes. Capturing it put the brokerage first in line for the instruction.
- 03Content
Service charge and yield guides
Wrote yearly guides on service charges and rental yields for each community, updated with land registry data.
Why it mattered: Investors and landlords look these numbers up repeatedly. The guides earned links from property forums and brought back the same readers every quarter.
- 04Local SEO
Agent pages and reviews
Gave each agent a profile with their buildings and reviews, and set up a review request after every completed deal.
Why it mattered: Sellers pick agents who know their building. Reviews and building-specific experience turned profile views into calls.
What do I stand for?
Chase instructions, not just enquiries
Listing leads are easy. Landlords and sellers are what grows a brokerage, so the site is built to capture them.
Local depth beats national breadth
Owning three communities completely is worth more than a thin page for every area in the city.
About this case study
- This is an example engagement: a representative project showing how I approach SEO for this industry and the kind of results the approach is built to deliver.
- The business, figures and charts are examples, not a specific client's verified data. For verified results, see my SEO case studies.
Real Estate Agency SEO Consultant in Dubai
A page for every building, a free valuation tool, and service charge guides that landlords bookmark.
