SEO Case Study: How a Property Management Company Increased Owner Leads by 230%
In 2025, a property management company in Bellevue, Washington partnered with Goforaeo because their website was not bringing enough landlord and property owner enquiries. They were getting some tenant calls and a few random messages, but not steady owner leads that turn into management contracts. They wanted more owners finding them on Google and booking a consultation.
This SEO campaign ran from April 7, 2025 to November 28, 2025 in Bellevue. We tracked results using Google Analytics 4, Google Search Console, CRM lead stages, and call tracking, so the growth reflects real owner intent and not just website traffic.
Client snapshot: Bellevue property management company and service area
This client manages residential rentals and small multifamily properties across Bellevue and the Eastside. They also support nearby areas like Kirkland, Redmond, Issaquah, and parts of Seattle where it makes sense. Their strongest service is full service property management for owners who want fewer headaches and stable rent collection.
Before SEO, the site had basic pages, but it did not match how owners search. Many pages were written more for tenants than for owners, and the local signals were weak. That meant Google did not clearly connect the business with “Bellevue property management” intent searches.
What counted as an owner lead in this case study:
We kept the lead definition strict so the numbers stay genuine and useful.
- Counted as owner leads:
- Owner enquiry form submissions from organic traffic
- “Request a management quote” submissions from organic traffic
- Consultation bookings from organic traffic
- Calls from organic that lasted 60 seconds or more and were owner related
- Owner enquiry form submissions from organic traffic
- Not counted:
- Tenant maintenance requests and rental availability questions
- Job applications, vendor pitches, spam, and wrong service requests
- Tenant maintenance requests and rental availability questions
Dates and measurement: How we proved the lift
We used April 1 to April 30, 2025 as the baseline month. And we used November 1 to November 30, 2025 as the end comparison month.
We measured three layers to keep reporting clean: organic sessions, owner leads from organic, and qualified owner leads. Qualified owner leads were the ones that fit location, property type, and service match based on CRM notes.
Starting point in April 2025: Baseline metrics and early issues
In April 2025, the site was getting traffic, but a lot of it was not owner focused. The top landing pages were general pages, contact pages, and a few tenant related pages. That is common for property management sites, but it does not build an owner pipeline.
We also found that tracking was messy. Some form submissions were not tracked properly, and call clicks from mobile were not counted. Fixing measurement was part of the early work so we could trust the growth.
Baseline metrics: April 1 to April 30, 2025
- Organic sessions: 4,600
- Owner leads from organic: 33
- Qualified owner leads: 21
- Organic owner lead rate: 0.72%
- Owner calls from organic: 12
- Keywords in top 10 positions: 19
Before vs after proof: Owner leads increased by 230%
By November 2025, the company had stronger visibility for Bellevue owner intent searches. The site started ranking better for service terms, fee related searches, and “hire a property manager” style questions. More owners landed on the right pages and took action without needing to hunt for contact details.
We also improved lead quality by focusing on owner specific pages and clearer forms. This helped reduce tenant noise and made sales follow up faster.
Comparison metrics: November 1 to November 30, 2025
- Organic sessions: 12,900
- Owner leads from organic: 109
- Qualified owner leads: 72
- Organic owner lead rate: 0.84%
- Owner calls from organic: 41
- Keywords in top 10 positions: 74
Owner leads increased from 33 in April 2025 to 109 in November 2025. That is a 230% increase in owner leads, using the same tracking rules throughout the campaign.
Strategy overview: What we changed and why it worked
Property management SEO works when you do three things well: show up locally, answer owner questions clearly, and make it easy to book a call. We did not try to rank every page or chase tenant traffic. We built a simple owner lead system and improved it month by month.
The strategy had five parts: technical cleanup, local SEO, owner focused service pages, helpful content that builds trust, and authority building with real local signals. We also improved conversion steps so more visitors turned into leads.
The main shift we made:
We moved the website from “a company brochure” to “an owner lead engine.” That meant clearer pages, better local relevance for Bellevue, and more proof that the company is trusted.
Technical and tracking foundation: Making sure Google and tracking were clean
The first phase was about removing friction. We fixed tracking so every important action was counted, and we cleaned technical issues that can limit rankings. This included crawl problems, page speed issues, and duplicate page patterns that happen on service sites.
We also cleaned internal linking so Google could quickly find the pages that matter. Once the site was easier to crawl and conversions were measured correctly, every content and local change had more impact.
Key technical and tracking actions:
- GA4 conversion events fixed for owner forms and booking actions
- Tag Manager cleanup to avoid double counting
- Call tracking for organic calls and mobile click to call events
- Broken links and redirect chains removed
- Page speed improvements on core landing pages, especially on mobile
Local SEO for Bellevue: Stronger map and local organic presence
In property management, local trust drives clicks. Owners often search with location terms like “property management Bellevue” or “rental property manager near me.” We improved the Google Business Profile and made local signals stronger across the site.
We also improved local consistency across major listings so the business details matched everywhere. This helps Google trust the brand, and it reduces confusion for owners trying to contact the company.
Local SEO work we repeated each month:
- Google Business Profile updates: services, photos, and weekly posts
- Review process: asking happy owners for reviews in a simple way
- Citation cleanup for name, address, and phone consistency
- Local landing page improvements with natural Bellevue references
Owner focused pages: Building pages that match owner intent
Many property management sites talk about features but do not answer owner concerns. We rebuilt core service pages around real owner searches and real objections. Owners want to know pricing, screening process, vacancy handling, maintenance workflow, and communication.
We created focused pages instead of keeping everything on one generic service page. This made each page more relevant, and it also helped Google rank the right page for the right search.
Owner page improvements that mattered:
- Clear sections: fees, process, timelines, and what owners get
- Proof blocks: results, reviews, and simple case examples
- Strong internal links between services, locations, and trust pages
- Clear calls to action: request a quote, book a call, and ask a question
Content that attracts owners: Helpful guides that lead to calls
Starting in the mid campaign phase, we published content designed to attract owners at different stages. Some owners are ready to hire now, others are comparing options, and many are trying to understand fees and expectations.
We created guides that answered those questions and linked them to service pages. This content brought in higher intent traffic and supported rankings for the core service pages.
Content topics that performed well:
- Pricing and fees: what owners can expect in Bellevue
- Screening and leasing: how tenant screening works and why it matters
- Vacancy and rent ready: timelines and practical checklists
- Owner mistakes: common issues and how property management helps
- Local market notes: simple updates that build trust
Authority building: Real local signals, not spam links
For a local services business, authority comes from being known and trusted in the community. We earned links and brand mentions through genuine partnerships and local relationships. Unlinked mentions were reclaimed, and broken backlinks were repaired to strengthen the site’s link profile.
Low-quality link packages were avoided because they can damage a local brand and create long-term risk. We focused instead on a slow, steady approach that looks natural and supports sustainable rankings over time.
Authority actions we used:
- Partner outreach: vendors, contractors, and local service partners
- Local community mentions: sponsorships and neighborhood resources
- Unlinked mention reclamation
- Content based outreach for the most useful guides
Tools used: Reporting and execution stack
We kept tools simple so monthly work stayed consistent and results were easy to verify.
- Google Analytics 4: organic sessions, conversions, landing pages
- Google Search Console: queries, clicks, indexing, page growth
- Google Tag Manager: conversion tracking and call click events
- CallRail: call tracking, call sources, lead review
- CRM tracking: lead stages, qualification notes, follow up outcomes
- Ahrefs: keyword research, competitor gaps, backlink checks
- Screaming Frog: site audits, internal linking, duplicate issues
- PageSpeed Insights and Lighthouse: speed checks and fixes
- BrightLocal: citation consistency and local checks
- Looker Studio: monthly dashboard reporting
- Google Sheets: content plan and monthly sprint tracking
Month by month work and results: April to November 2025
April 2025: Audit, tracking fixes, and quick owner page cleanup
We started with a full site audit, a Search Console review, and a lead tracking check. We fixed conversion tracking, mapped owner intent keywords, and updated the main service page to be more owner focused.
Monthly results:
- Organic sessions: 4,600
- Owner leads: 33
- Qualified owner leads: 21
- Owner calls: 12
Work completed:
- GA4 and Tag Manager conversion tracking fixed
- Call tracking configured for organic lead source
- First round of service page headings and copy improvements
May 2025: Bellevue service pages and internal linking rebuild
This month focused on building stronger core pages for local service intent. We improved the main Bellevue service page, added clearer sections about fees and process, and improved internal links so the site guided owners to the right next step.
Monthly results:
- Organic sessions: 5,200
- Owner leads: 38
- Qualified owner leads: 25
- Owner calls: 14
Work completed:
- Bellevue focused service page expanded with owner FAQs
- Internal links added from key pages to quote and booking actions
- Title and meta improvements for higher click rates
June 2025: Google Business Profile push and citations cleanup
We strengthened local trust signals and made the Google Business Profile more active. We also cleaned citations and removed duplicates where they existed. This helped map visibility and improved owner confidence when they checked the brand.
Monthly results:
- Organic sessions: 6,100
- Owner leads: 44
- Qualified owner leads: 29
- Owner calls: 17
Work completed:
- Weekly GBP posts started and photos updated
- Citation consistency work across major directories
- Contact page improved for owner intent and clarity
July 2025: Owner intent content starts and conversion improvements
We launched owner focused content that answered questions we saw in Search Console. We also improved forms to reduce tenant noise and capture better owner details. The goal was to increase lead quality while lead volume grew.
Monthly results:
- Organic sessions: 7,350
- Owner leads: 55
- Qualified owner leads: 37
- Owner calls: 22
Work completed:
- 3 owner guides published and linked to service pages
- Forms updated with owner focused fields and clearer labels
- Mobile call buttons improved and tracked correctly
August 2025: More location coverage and faster mobile pages
We expanded location coverage for nearby areas that owners search for, while keeping Bellevue as the core. We also improved mobile speed on key pages, because many owner searches happen on phones during the day.
Monthly results:
- Organic sessions: 8,900
- Owner leads: 67
- Qualified owner leads: 45
- Owner calls: 27
Work completed:
- New local pages added for nearby high demand areas
- Page speed fixes on top landing pages
- Internal links updated to push authority to top converting pages
September 2025: Trust building content and rankings push pages
We reviewed pages ranking near the bottom of page one and improved them. We expanded proof sections, added clearer process steps, and refreshed FAQs using real queries. This month is where many local campaigns start seeing stronger ranking stability.
Monthly results:
- Organic sessions: 10,300
- Owner leads: 79
- Qualified owner leads: 54
- Owner calls: 31
Work completed:
- On page improvements for pages ranking positions 8 to 20
- Review snippets and trust sections improved on key pages
- Content refresh based on Search Console query data
October 2025: Authority building and owner lead funnel tightening
We started a stronger outreach cycle using the best guides and local pages. We also tightened the owner lead funnel by simplifying booking steps and improving follow up pages. This helped more owners complete the form or call after reading.
Monthly results:
- Organic sessions: 11,600
- Owner leads: 92
- Qualified owner leads: 62
- Owner calls: 36
Work completed:
- Partner outreach for local mentions and links
- Unlinked mentions reclaimed where possible
- Booking path improved with fewer clicks and clearer CTAs
November 2025: Compounding results and 230% milestone month
By November, the work stacked together. Local presence was stronger, owner pages were clearer, and content kept feeding internal links to service pages. We refreshed top pages one more time based on recent query trends, then focused on the pages converting best.
Monthly results:
- Organic sessions: 12,900
- Owner leads: 109
- Qualified owner leads: 72
- Owner calls: 41
Work completed:
- Content refresh for top owner pages and key guides
- Internal link updates to support pages producing the most leads
- Continued local outreach and GBP updates for trust signals
Why owner leads grew by 230% in this campaign
The first reason was owner intent clarity. Once the site had pages built for owners, Google started ranking the right pages for the right searches. Owners also felt understood, which increased calls and quote requests.
The second reason was local trust. A stronger Google Business Profile, better reviews, and consistent listings made the company look real and reliable. In property management, that trust often decides whether an owner contacts you or keeps scrolling.
The third reason was content that answered money questions. Fees, screening, maintenance, and vacancy handling are the topics owners care about most. When we explained these clearly and linked them to service pages, traffic became more qualified and leads increased.
Final summary
From April 7, 2025 to November 28, 2025, Goforaeo helped a Bellevue property management company build a steady SEO owner lead engine. Owner leads increased from 33 in April 2025 to 109 in November 2025, which is a 230% increase backed by monthly tracking and strict lead definitions.