SEO Case Study: How a Real Estate SaaS Platform Increased Demo Leads by 260%
On February 17, 2025, a Real Estate SaaS platform based in Carlsbad, California partnered with Goforaeo after noticing a clear pattern: the website was getting views, but the right people were not booking demos consistently. The product solved real problems for agents and broker teams, yet search visibility was not strong on high intent keywords.
This case study covers the work completed from February 17, 2025 to October 24, 2025, with monthly tasks and monthly numbers. You will see what changed on the site, what content we built, what we improved in technical SEO, and how demo leads grew in a steady way.
Company Snapshot: Location, product, and buyer journey
The client is a SaaS platform built for real estate teams, agents, and brokerages. They offer tools that help manage leads, follow ups, listings workflows, reporting, and team activity tracking, with a focus on making sales operations simpler.
Even though they are headquartered in Carlsbad, their market is national, which means SEO competition is heavier. They were going up against larger brands with bigger content libraries, stronger link profiles, and more mature product pages.
What counted as a demo lead in this project
We counted a demo lead only when someone completed a verified demo action. That included a demo booking form submission, a scheduled demo confirmation event, or a tracked call that resulted in a demo booking.
We did not count low intent actions like newsletter sign ups, pricing page visits, ebook downloads, or chat opens. This kept the demo lead number clean and believable month to month.
Baseline: The before numbers in February 2025
In the baseline month, the site had content but it was not organized around purchase intent. Several posts brought impressions but did not guide visitors into product pages. Some product pages were too general, so Google did not rank them well for feature and use case searches.
Here are the baseline numbers from February 2025.
- Organic sessions: 3,420
- Google Search Console clicks: 710
- Google Search Console impressions: 62,800
- Average position across tracked non branded terms: 29.2
- Demo leads from organic search: 25
- Organic demo conversion rate: 0.73%
Strategy Overview: The simple plan that made SEO work for demos
We did not try to get traffic from broad real estate topics that never convert. We focused on searches that match a demo mindset, like feature terms, workflow problems, comparisons, and integration related queries.
The strategy was done in the right order: fix technical and tracking first, rebuild page structure second, publish high intent content third, and improve conversion flow once rankings and clicks started rising. That order matters because SaaS SEO needs clarity and trust before volume.
Tools used for tracking, research, and execution
We used a simple tool stack that kept decisions based on data.
- Google Analytics 4: funnel tracking and conversion events
- Google Search Console: queries, indexing, clicks, impressions
- Looker Studio: monthly reporting dashboard
- HubSpot: CRM, form tracking, and lead quality review
- Screaming Frog: technical crawls and internal link audits
- Ahrefs and Semrush: keyword research, competitor gaps, link checks
- PageSpeed Insights and Lighthouse: performance and Core Web Vitals
- Hotjar: behavior recordings and form drop off tracking
Phase 1: Fixing technical SEO and measurement in February 2025
We started by cleaning up issues that quietly limit growth. The site had duplicate metadata in clusters, pages competing for similar keywords, and internal links that did not clearly push visitors into product pages.
We also corrected conversion tracking so demo leads were recorded accurately. Without clean tracking, it is easy to claim growth that is actually just measurement noise, so we made this solid before scaling.
Key fixes completed:
- Duplicate titles and weak meta descriptions cleaned up
- Redirect chains and broken links fixed
- Indexing signals and sitemap alignment improved
- Demo event tracking validated in GA4 and HubSpot
Phase 2: Product led structure built for SEO in March and April 2025
After the technical layer was stable, we rebuilt the site structure around how buyers search for real estate software. Blogs alone rarely drive demos unless they connect smoothly to product pages, so we built stronger product entry points.
We created pages that each targeted one clear intent cluster. This gave Google better targets for ranking, and gave users clearer paths from problem to solution to demo.
Core page types we built and improved:
- Feature pages: each tied to one feature keyword group
- Use case pages: built around real team workflows
- Integration pages: aimed at searches that include tool names
- Comparison pages: built for decision stage searchers
Phase 3: Content that supports demo decisions from May 2025 onward
From May onward, content became a main growth driver. We produced content that matched what real estate teams search right before choosing a platform. That includes topics like lead routing, follow up speed, pipeline reporting, and team accountability.
We also refreshed older posts that already had impressions. These often have quick upside because a few improvements can turn impressions into clicks, then clicks into demo leads.
Content themes we focused on:
- Lead management and speed to lead workflows
- Follow up systems for teams and solo agents
- Reporting, accountability, and team performance tracking
- CRM migration and setup questions
- Real estate software comparisons and alternatives
Phase 4: Conversion improvements that lifted demo leads without needing massive traffic
As rankings improved, we focused on converting more of the same visitors. We simplified demo CTA placement, reduced friction in the booking flow, and improved trust sections across top landing pages.
We used recordings and funnel paths to find where people hesitated. Then we rewrote confusing sections, clarified onboarding support, and made the demo promise clear, like what will be shown and how long it takes.
Monthly Timeline and Results: February 2025 to October 2025
Below is the month by month breakdown showing what we shipped and the numbers we tracked. Demo leads listed here are verified organic demo leads, not general contacts.
February 2025: Baseline month and foundation setup
We began on February 17, 2025, and this month was mainly audits, cleanup, and reliable tracking. We also mapped keywords to page intent so future pages did not overlap.
Monthly numbers:
- Organic sessions: 3,420
- GSC clicks: 710
- Impressions: 62,800
- Demo leads: 25
- Demo conversion rate: 0.73%
March 2025: Feature pages and internal linking rebuild
In March, we created the first set of feature pages and improved internal linking from high impression blog posts. This helped both search engines and visitors understand the platform faster.
Work completed:
- Feature pages for core capabilities created
- Internal links added from top posts to feature pages
- Meta titles rewritten for higher click intent
Monthly numbers:
- Organic sessions: 3,780
- GSC clicks: 820
- Impressions: 71,600
- Demo leads: 32
- Demo conversion rate: 0.85%
April 2025: Use case pages and clearer product pathways
April focused on use case pages because real estate buyers search by workflow, not just features. These pages explained who it is for, the problem, the workflow, and what the platform does.
Work completed:
- Use case pages for teams, brokerages, and solo agents
- Better navigation paths into demo booking pages
- FAQ sections added to top converting pages
Monthly numbers:
- Organic sessions: 4,260
- GSC clicks: 960
- Impressions: 83,900
- Demo leads: 39
- Demo conversion rate: 0.92%
May 2025: Integration pages and high intent long tail growth
May targeted integration searches, which often convert well because the buyer already has a stack. We built integration pages and connected them to related features and use cases.
Work completed:
- Integration pages published and linked across the site
- Keyword mapping cleaned up to avoid overlap
- First round of content refresh on older posts
Monthly numbers:
- Organic sessions: 4,920
- GSC clicks: 1,120
- Impressions: 98,500
- Demo leads: 46
- Demo conversion rate: 0.93%
June 2025: Comparison pages and decision stage content
June focused on decision stage keywords, where people compare platforms before booking a demo. We wrote comparison pages in a clean, honest way, so they felt useful, not pushy.
Work completed:
- Comparison pages created for top competitor terms
- “Best for” and “Not ideal for” sections added
- Internal links improved from comparisons to demos
Monthly numbers:
- Organic sessions: 5,680
- GSC clicks: 1,340
- Impressions: 117,900
- Demo leads: 54
- Demo conversion rate: 0.95%
July 2025: Content clusters and stronger topical depth
In July, we organized content into clusters so Google could see depth around key topics like follow up, lead routing, and reporting. This also improved the user path because the next page to read was always obvious.
Work completed:
- Topic clusters built with hub style internal linking
- Supporting content published under each cluster
- On page updates for headings and structure
Monthly numbers:
- Organic sessions: 6,540
- GSC clicks: 1,610
- Impressions: 142,300
- Demo leads: 63
- Demo conversion rate: 0.96%
August 2025: Speed improvements and conversion flow upgrades
August focused on performance and conversion rate. We improved mobile speed and reduced friction in demo booking flow, because demo intent visitors leave fast if the page feels slow or confusing.
Work completed:
- Core Web Vitals improvements on key landing pages
- Demo page layout simplified and CTA placement improved
- Form friction reduced by removing unnecessary fields
Monthly numbers:
- Organic sessions: 7,420
- GSC clicks: 1,880
- Impressions: 168,700
- Demo leads: 71
- Demo conversion rate: 0.96%
September 2025: Higher rankings and better click through rate
In September, we improved titles and descriptions for pages already getting impressions. This lifted click through without needing new pages, and the extra clicks fed the demo pipeline.
Work completed:
- Title and meta description rewrites for top pages
- Content refresh on older high impression articles
- Internal linking improvements based on crawl data
Monthly numbers:
- Organic sessions: 8,360
- GSC clicks: 2,190
- Impressions: 197,400
- Demo leads: 80
- Demo conversion rate: 0.96%
October 2025: Peak month and final refinements
By October, the site had stronger visibility across feature, use case, integration, and comparison searches. We focused on polishing trust content and making demo booking feel easy and safe.
Work completed:
- Trust sections improved: onboarding, support, security basics
- Demo confirmation flow tightened for fewer drop offs
- Final updates to top converting pages using recordings
Monthly numbers:
- Organic sessions: 9,480
- GSC clicks: 2,520
- Impressions: 226,800
- Demo leads: 90
- Demo conversion rate: 0.95%
Before vs After Proof: The 260% demo lead increase explained simply
To keep proof clear, we compare the baseline month to the latest tracked month.
Before vs after:
- February 2025 demo leads: 25
- October 2025 demo leads: 90
- Net increase: +65 demo leads per month
- Growth: 260% increase in demo leads
Supporting proof that matched the lift:
- Organic sessions: 3,420 to 9,480
- GSC clicks: 710 to 2,520
- Impressions: 62,800 to 226,800
- Demo conversion rate stayed steady near 0.95%, while traffic quality improved
Why this worked: The real reasons demos increased month by month
This campaign worked because we aligned the site with how buyers search for real estate software. Instead of relying on general blog traffic, we built pages that match buyer intent, then connected those pages to demo booking in a natural way.
It also worked because we kept improving what already had momentum. We refreshed pages that already had impressions, improved click through rates, and made conversion steps simpler, so the growth stayed steady.
Big drivers behind the growth:
- Feature pages that ranked for product related searches
- Use case pages that matched real buyer workflows
- Integration pages that captured tool stack searches
- Comparison pages that pulled in decision stage visitors
- Faster pages and smoother demo booking flow
What Goforaeo would repeat for similar Real Estate SaaS brands
This process is repeatable because it is built on fundamentals, not shortcuts. The key is building the right page types, connecting them with internal links, and continuously improving conversion flow using real user behavior data.
A simple repeatable approach looks like this:
- Fix technical issues and tracking first
- Build product led pages for features, use cases, and integrations
- Add decision content like comparisons and alternatives
- Refresh existing pages to lift clicks and conversions
- Improve demo flow so booking feels easy
Closing Summary: Timeframe, location, and outcome
This case study covers a Real Estate SaaS platform headquartered in Carlsbad, California, working with Goforaeo from February 17, 2025 to October 24, 2025. During that period, organic demo leads increased from 25 per month to 90 per month, which equals a 260% increase.
The results came from cleaner technical SEO, product led page structure, high intent content, smarter internal linking, and conversion improvements that reduced friction in demo booking.