Brickell · Luxury real estate team
Beating the portals on the searches that actually convert
A Brickell-focused real estate team was invisible for building-specific searches — the exact long-tail queries international buyers use — while Zillow and Realtor.com occupied the top results.
The situation
Where the engagement started
The team sold across a dozen Brickell towers but had one generic "Brickell condos" page competing against aggregator listings with far more domain authority and far more indexed pages.
International buyers researching a specific building — unit layouts, HOA fees, rental restrictions — were searching by building name, and the team's site had nothing built to answer that specific intent.
The existing site was also slow enough on mobile that a meaningful share of visitors from paid social and referral links were likely abandoning before the page finished loading, compounding the visibility problem with a leaky front door.
What we did
The workstreams
Building-level landing pages
Individual pages for each tower the team actively worked, covering floor plans, HOA and rental-restriction specifics, and recent comparable sales — content portals don't bother maintaining at this level of detail.
International buyer query research
Keyword research targeted at how buyers from Latin America and Canada actually search before a purchase — investment visa questions, pre-construction terms, currency and closing-cost questions layered into supporting content.
Site rebuild for speed and structure
The existing site was replaced with a fast, static-first build — heavy image carousels were swapped for optimized, lazy-loaded galleries, cutting load time enough to stop losing mobile visitors before the page rendered.
Structured internal linking
Building pages, neighborhood content, and agent bios were interlinked deliberately so authority concentrated on the pages most likely to convert, rather than spreading evenly across the whole site.
Results over 12 months
What changed
+140%
Organic sessions over 12 months
19
Building-level landing pages ranking top 5
+55%
Qualified buyer inquiries from organic
Across 12 months, 19 of the building-specific pages reached the top five organic results for their building-name queries, an area previously ceded entirely to portal sites. Organic sessions grew 140% and qualified buyer inquiries — leads that included a specific building or budget, not general contact-form noise — rose 55%. The building pages in particular appear to be reaching international buyers earlier in their search, before they've already formed a relationship with a portal-referred agent.
This case study is an anonymized composite drawn from typical Brickell engagement patterns, not a single identified client. Metrics are illustrative, not guaranteed.
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