Daniel Gilmour

SEO Strategy & Rebranding for a Real Estate Brokerage

Challenge

A real estate brokerage in British Columbia sought to generate consistent daily leads and rebrand its two top-performing websites while maintaining their search engine rankings.

The organization had invested in two highly ranked real estate websites that needed to transition from representing individual agents to supporting a full brokerage. They faced the challenge of rebranding without losing their competitive search engine optimization (SEO) positions and maximizing conversions to generate leads for realtors and property managers.

The goal was to successfully rebrand the websites under the new company name, retain top SEO rankings for thousands of organic keywords, and increase lead generation to fuel rapid growth for their agents and property managers.

Solution

The brokerage hired me to lead a comprehensive rebranding and SEO strategy to achieve their goals without compromising their search engine rankings.

Key Actions Taken:

  • Conducted a detailed analysis of the website platform to plan the rebrand while preserving high-ranking SEO pages.
  • Developed wireframes for the website’s main pages, balancing design aesthetics with SEO priorities to maintain search visibility.
  • Managed a staged technical rebranding process for over 100,000 website pages, ensuring continuity in organic keyword rankings and backlink retention.
  • Optimized the website’s conversion rates, directing inquiries to the brokerage instead of individual agents.
  • Implemented ongoing improvements to high-ranking pages to maintain top search engine positions, increase backlinks, and enhance the website’s credibility.
  • Provided consistent verbal updates to key stakeholders, achieving consensus among decision-makers on branding and technical implementation.

Results

The rebranding and SEO strategy yielded impressive results:

  • Successfully rebranded 100,000 website pages while maintaining 1st page ranking for ~7,000 organic keywords.
  • Increased lead generation to an average of two leads per hour during business hours, with additional leads captured overnight through a call center.
  • Enabled the brokerage to secure premium listings, including properties valued at up to $12.5 million, and build a robust portfolio of property management clients.
  • Established the brokerage as a market leader in Greater Vancouver, attracting influential clients and solidifying its reputation.

 

By combining strategic rebranding with meticulous SEO management, I helped the brokerage grow rapidly, generating consistent leads and ensuring long-term profitability for its agents and property managers.