From portal-dependent to owned audience — scaling regional with SEO.
Vantage Lettings, a growing letting agency in the Midlands, was almost entirely reliant on Rightmove and Zoopla for landlord leads — paying high referral costs with no owned audience or direct channel. They wanted to grow regionally without permanently increasing portal dependency.
A structured programme starting with measurement, followed by acquisition, then conversion optimisation.
Built offline conversion tracking connecting campaign clicks to booked viewings and completions — giving the sales team and marketing a shared source of truth for the first time.
FoundationImplemented a qualification layer in the CRM that scored leads on budget, timeline, and buyer status. This separated serious buyers from browsers and reduced sales team wasted effort by over 60%.
InsightRebuilt Meta campaigns using lookalike audiences modelled on past completions (not just enquiries) and introduced pre-qualification landing pages with gating questions before the lead form.
ExecutionBuilt city-level content and technical SEO targeting high-intent buyer searches. Optimised Google Business Profile across all locations for local pack visibility.
OrganicPushed viewings, offers, and reservation events back to Meta and Google as offline conversions — enabling campaigns to optimise for genuine buyer intent signals rather than form fills.
AttributionOffline conversion tracking connected. Lead scoring model built.
Meta campaigns rebuilt with completion-modelled lookalikes. Pre-qualification page live.
Lead quality ratio improving. CPL declining. Sales team reporting higher conversion.
Local SEO strategy live. Google Business Profile optimised. First organic leads appearing.
CPL at £31 (from £74). Organic leads 31/mo. Portal spend reduced 40%.
Every number below is verified from client reporting and attribution data — not estimated or projected.
Measured at end of engagement period.
Reduction vs. pre-engagement baseline over the same traffic volume.
Measured at end of engagement period.
Measured at end of engagement period.
Vantage Lettings, a growing letting agency in the Midlands, was almost entirely reliant on Rightmove and Zoopla for landlord leads — paying high referral costs with no owned audience or direct channel. They wanted to grow regionally without permanently increasing portal dependency.