Real estate & property
Property search is hyper-local, high-value, and researched long before anyone makes contact.
Listings expire. The location and market pages around them should not.
Property sites carry an unusual technical burden: inventory that appears and disappears constantly, generating and retiring URLs at a rate few other categories match.
The durable value sits in the layer around the listings: the location, market, process and financing pages that people research for months before enquiring.
The recurring problems.
Not universal, but common enough that they are the first things worth checking.
- 01
Expired listings handled badly
Sold and let properties left live, hard-deleted, or bulk-redirected. Each version costs something different.
- 02
Location pages generated, not written
Templated area pages with substituted place names, competing against portals with far more authority.
- 03
Competing with the portals
Aggregators dominate transactional property terms, which means the winnable ground is usually narrower and more local.
- 04
Lead quality over volume
Traffic from outside the catchment or the price band is worse than no traffic, because someone still has to qualify it.
What tends to matter most here.
- A durable location and market content layer above the listings
- An explicit lifecycle policy for expired inventory
- Genuinely local knowledge that portals cannot replicate
- Structured data for listings, agents and reviews
The work that usually leads.
Let’s build something worth finding.
Tell me where search stands for the business. I will say which part of the work matters first, and what it would take.
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