27 leads at R55 each for a Cape Town property team taking its marketing online

RE/MAX Team All-In is part of the RE/MAX network, helping people buy and sell residential property in the Western Cape, with the Northern Suburbs as its key region. At the time of the engagement, the duo behind the team brought 15 years of collective experience.

Their marketing ran almost entirely offline. Online, they had a Facebook business page and a personal LinkedIn profile, updated casually and without a strategy. As the team and its services grew, they needed a digital presence to support and amplify their traditional marketing.

• Attention goal

  Build brand relevance with new digital audiences looking to buy, sell or rent property in their key regions.

• Action goal

  Turn that attention into quality leads, in the form of property viewing enquiries.

We began with research into the brand, the market, competitors and the target audience, and turned it into detailed customer personas. Those personas set how we would speak, which messages we would seed and how we would distribute them, so people moved from aware to engaged to enquiring.

The research surfaced an insight about how people buy property: the purchase cycle is long. To stay present through it, the strategy had to be anchored on digital real estate the team owned outright. A website wasn’t in their plans, and it meant an investment they hadn’t budgeted for.

We laid out a clear, jargon-free roadmap showing how SEO and paid advertising would generate attention and turn it into action. With the reasoning in front of them, the decision was an easy one for the client.

• A website they own

  Built on WordPress to be visually appealing, easy to use, mobile-responsive and optimised for search. It became the anchor for the whole strategy.

• Keyword research

  300+ relevant keywords, narrowed to 30 targets with low ranking difficulty and reasonable search volume.

• Content for people still researching

  Six articles targeting informational searches, written for audience intent in plain language, with authoritative citations and relevant media, filling the gaps left by top-ranking results.

• Internal linking

  A sitemap built around extensive internal links with exact-match anchor text, connecting brand, transactional and informational pages to send strong ranking signals. Together, these built concentrated topical relevance and drove results without backlinks.

• Paid social

  A small share of the budget on precisely targeted Facebook ads, optimised for website visits.

• 15 regional pages for transactional searches

  Each optimised for the terms people use when they’re ready to buy or sell.

• Paid search where the listings are

  Most of the media budget went to Google Ads in the regions with the most property listings, targeting transactional keywords to capture leads from people further down the purchase funnel.

• Remarketing

  A Facebook remarketing strategy to convert site visitors into leads.

In five months, the team went from mostly offline marketing to a strong online presence. The original case study reports that the SEO foundation continued driving organic traffic and capturing leads after the engagement ended.