Case study · Real Estate · UK

Estate Agent Case Study UK: +119% Leads

Name: Marketing Lead Expert
Address: IN
Price range: $$

How an agency with 5 sales agents in London grew appraisal requests 119% and cut cost per lead 50% in 6 months with GEO and SEO.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Real Estate · UK

Realty

An agency with 5 sales agents in London, selling and leasing homes across the wider London area. Most seller leads came from Rightmove and Zoopla and referrals, so the agency was competing with every other agent for the same vendors. The goal was to win more vendor appraisals directly, cut dependence on portal lead products and turn more appraisals into signed listings.

Results After 6 Months

Appraisal requests

+119%

Cost per lead

-50%

Marketing-sourced revenue

+140%

Return on marketing spend

15.4x

The challenge

Where the business was stuck

Portal leads are shared with every agency in the area, and portal fees keep rising.
Seller and landlord leads are worth far more than buyer enquiries, but most marketing attracts buyers.
Agents spend hours on enquiries that were never going to list, buy or rent.
Peak season (instructions peak in spring and early autumn; lettings demand peaks in summer) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on GEO (Generative Engine Optimisation) and SEO, the two channels with the best cost per listing for real estate agencies in London. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

See our estate agent marketing service in the UK

What we did

The technical work behind the numbers, service by service.

Service 1

GEO (Generative Engine Optimisation)

Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
Published 70 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
Earned mentions on 17 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
Tracked 60 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.

Related service

Service 2

SEO

Technical audit and fixes: 386 crawl errors removed, mobile Largest Contentful Paint cut from 5.6s to 2.2s and indexing issues resolved.
Built 8 dedicated service pages for high-value work such as free valuations and instructions and sales listings, each targeting one search intent.
Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
Earned 30 links from local news, suppliers, associations and community sites instead of low-quality link packages.

Related service

The numbers

Before and after

Metric	Before	Month 6	Change
Appraisal requests per month	31	68	+119%
Cost per lead	£124	£63	-50%
Cost per listing	£1,216	£559	-54%
Appraisal-to-listing rate	10%	11%	+1 pts
Website conversion rate	3.4%	4.3%	+25%
Marketing-sourced revenue / month	£35k	£83k	+140%
Share of leads from portals	75%	15%	-60 pts
AI answer citations (tracked prompts)	0 of 60	21 of 60	+21
Organic sessions / month	1,289	3,225	+150%

Lead growth

Appraisal requests per month

Marketing-sourced revenue went from £35k to £83k a month, measured from booked listings won in the CRM.

Optimisations That Moved The Numbers

01
The business is now cited in 21 of 60 tracked AI prompts, up from 0.
02
AI assistants started sending referral visits within 7 weeks, and those visitors convert 26% better than average.
03
Consolidating 19 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
04
Rewriting title tags around price and location intent raised organic click-through rate from 2.7% to 4.9%.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering GEO and SEO.
Weeks 3 to 6
Build and launch
GEO and SEO live for vendor appraisals.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Birmingham and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.