Cawley Real Estate Case Study

Finding the right customers for $100M+ deals is an art form. For Cawley Chicago, the team at M&P created a hub of information, data, and research for large-scale investors to understand the complex real estate market and lean on the team at Cawley as expert brokers in the Chicagoland area.

the brief

Cawley Chicago Real Estate approached us to help expand their new user acquisition on their website. While Cawley’s current website was designed to drive leads via their available property listings on their website, the marketing team was having difficulty generating new leads to help their team of brokers expand their network of high-value clients.

While SEO became our main focus in driving new users to the website, we found difficulty with a direct approach of prioritizing users landing directly on property listing pages – since those pages were removed once the property was sold.

This quick up-and-down style of pages makes it extremely difficult to build SEO authority. Our team strategized a solution of creating information-based, evergreen content pages that will capture potential clients researching real estate data for investment, catching potential clients higher up in their search cycle.

Services Mission Summary

SEO

ANALYTICS

Provide the Cawley marketing team with insights on how users are engaging with the company website
Create a reporting mechanism that can provide Cawley brokers with insights and tools to better execute their marketing plans.
Guide the marketing team through the platform update of GA4 and ensure historical data is retained.

Content Marketing

The M&P Impact

+481% Website Leads

+114% Organic Traffic

+51% Organic Impressions

+478% Organic Leads

+831% Blog Traffic

+954% Campaign ROI

Our SEO Strategy

KEYWORD RESEARCH:

The keyword research for Cawley Chicago centered around a few service keywords like “commercial real estate broker” and “commercial property management.” However, the biggest opportunity we found was informational queries like “what is cap rate” and “is chicago a good place to invest in real estate.”

TECHNICAL REVIEW:

Our initial technical review of the Cawley website revealed several 404 pages and slow loading speeds throughout the site. Upon review, we recognized that photos of property listings, while great, were too large. We implemented a regular image compression tool to automatically reduce image file size and increase loading speed.

METADATA IMPLEMENTATION:

Cawley’s initial website lacked consistent formatting of page titles and meta descriptions without keyword focus. Our team rewrote metadata for all 300+ pages on the website – each page including a cluster of focus keywords. Additionally, we create a standardized template of metadata for all future property listing pages.