Case Study
Programmatic City Pages for Sell-My-House-Fast Intent.
A cash home-buying network was paying high CPC for the most competitive query in real estate. We built the organic acquisition surface to take the pressure off paid.
- Industry
- Cash Home Buyer / iBuyer Network
- Engagement
- Programmatic City Pages + Lead Acquisition
- Timeline
- 8 months
- Status
- Anonymized
01 / Challenge
"Sell my house fast [city]" is among the highest-CPC queries in real estate. The cash-buyer network had been forced into a paid-only acquisition model because the organic surface didn't exist. Lead costs were eating margin in every market, and the only escape was to build an organic moat, but the category is dominated by spammy, low-quality competitors and Google's quality bar is correspondingly high.
02 / Approach
We built city-level pages calibrated to seller intent: a clean offer funnel, local trust signals (recent purchases, reviews, market data), schema for transactional intent, and an editorial standard that distinguished the brand from the spam-tier competition. We rejected the templated-doorway approach explicitly, every page was earned content with real local signal.
- Programmatic SEO
- Local SEO
- Conversion Optimization
- Schema for Local Intent
- Editorial Standards
03 / Results
Within eight months, 1,260 city-level pages were ranking and producing organic seller-intent traffic at a conversion rate 3.2x the paid baseline. Paid dependency dropped 61%. The organic channel now provides margin protection across the most competitive markets the network operates in.
- 1,260 city-level pages ranking with sustained traffic
- −61% paid-acquisition spend without volume loss
- 8,400+ monthly seller-intent organic sessions
- Organic-to-form conversion rate 3.2x paid baseline
- Margin protection in highest-CPC markets
“We were one CPC spike from a margin crisis. Now organic carries half the funnel, and the half it carries converts better.”Director of Acquisition, Cash Home Buyer Network