Where they started
A proptech startup paying portals for every lead, with a site of 40 static pages. The market searches district-by-district; the site answered city-by-city.
What we did
- Designed a location-page template with live inventory counts, price bands and buyer guides — then rolled it to 180 districts with real data (no doorway-page thin content).
- One national data story (“where first-time buyers actually buy”) earned 31 links including the business press.
- Cleaned crawl so pagination and filters stopped eating the budget.
Sixteen months in, organic delivers leads at 29% of portal cost — and the asset appreciates instead of expiring.