Case Study: How We Generated 28 Qualified Property Management Leads in 90 Days
400 website users
in first 90 days
28 leads
in first 90 days, via phone, email & form
"Isaac and Eric in the team at Bluestem do the things that bring results. They've been helping me with my web development and search engine optimization for a while now. After seeing first what they could do, I expanded their role in growing my business online. They keep me well informed of their work and how it affects me. Best of all, they genuinely care about me and my success."
Rob Brooks, Owner of Rob Brooks Realty Property Management
Background
Our client owns a real estate sales company that also has a property management division. The client does very well in the real estate space, but was looking for a partner to help them grow the property management side of the company. On the existing website, both real estate sales and property management pages were combined, leading to diluted SEO power and limited latitude for design changes. The site ranked well for real estate terms, but not well for property management terms (same with the existing Google Business Profiles). The owner approached Bluestem Media to see if we could help them.
Objective
The core ask from our client was to increase the number of leads from property owners interested in professional property management services. Property management is a high-value, niche service. While search volume is naturally lower in local markets, the resulting traffic is highly targeted and warm.
Strategy
The main strategy Bluestem Media recommended was to separate the real estate side of the company from the property management side, from a digital marketing perspective. As part of this, we suggested a completely different website from the real estate site. This was done for three reasons: (a) to give Bluestem Media full control over the design and feel of the website (the other website was designed and hosted by a different company geared to MLS-listing websites) and (b) allowed us to keep the entire focus of the website on property management (which gives us a an advantage in local SEO) and (c) gave us an exact match keyword "property management" in the domain.
The new website has a clean design with multiple levels of calls to action. We targeted multiple cities/areas in the Florida panhandle, which is a mid-level market. We expanded the content offerings on the website, with core service pages, resource pages, About pages, and local landing pages.
See our portfolio page on Rob Brooks Property Management website project
We also suggested and implemented separate Google Business Profiles (GBP) for each physical location of property management. Since new GBPs require a distinct phone number and separate addresses, we suggested a new Google phone number for each profile (answered separately by different property managers). To adhere to Google's guidelines and establish a strong local presence, we secured distinct suite numbers and dedicated phone lines for each property management office. This allowed us to successfully verify separate Google Business Profiles through video verification.
Results
The main key performance indicators (KPIs) we use at Bluestem Media are ranking, traffic, and conversions. The results below are broken down into this structure.
[RANKING] Ranking first page of Google for core "property management" keywords in 45 days
Before launch, we were tracking bottom-of-funnel, core service keyword variations. These are variations of "property management" + "[city/location]". On launch day, our client was not anywhere in the Google results for any of the tracked keywords. By day 45, we had our client on page #1 of Google for 5 of their core targeted locations.
We also used Google Search Console to check whether we were in the "right neighborhood" of core service keywords. Within 45-60 days, we were seeing "property management" related keyword impressions and even some clicks.
[TRAFFIC] 400 total users in first 90 days
We launched the website on July 22nd, 2025. Today is October 20th, 2025 (90 days after launch). On a brand new domain, we've been able to accrue 397 new users across organic search, direct, and referral sources. Most of the key conversions have happened through the Organic channel.
[CONVERSIONS] 28 meaningful conversions in first 90 days
Meaningful conversions for this client include (a) new contact form submissions (b) free rental property analysis interest form submissions (c) phone calls (d) email clicks. These are all qualified touchpoints with prospective property management clients.
In the first 90 days, we've been able to generate 28 meaningful conversions for our client. As the domain ages and our SEO strategy continues, this should become a nice stream of leads for our client.
Conclusion
This SEO effort required a level of creativity to pull off. There were a lot of moving parts, and it also required a lot of buy-in and trust from the owner. But we were able to create and excecute a solid strategy, and in just 90 days created a solid stream of leads.
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