Property listings platform x Pollinate Marketing
Highlights
The brief
Client overview
This client runs a local property listings platform, connecting buyers and renters with available homes, and helping landlords and sellers advertise their properties. They wanted to target both sides of the market — people looking for their next home, and people trying to find tenants or buyers — but the platform wasn’t showing up in the searches it needed to be.
The site itself was functional, but it needed a refresh and a restructure to make it easier for users and search engines alike to navigate. At the time, the platform was mid-growth and still finding its place among a lot of competitors. Without a clear online presence, it was easy for potential users to overlook the platform entirely. The opportunity was to create a site and strategy that made the platform more visible, easier to use, and a natural first stop for anyone searching for local properties.
Campaign goals
The main goal was to attract more people to the platform and encourage them to take action — whether that meant browsing listings, contacting landlords, or registering a property. Every part of the campaign was aimed at helping the right users find the platform at the right time.
To support that, the campaign focused on refreshing and restructuring the site so it was easy to navigate for both buyers and sellers. We also worked on optimising property and category pages, and creating helpful content around topics that users were searching for (a big opportunity with plenty of changes happening in the property sector at the time). The idea was to make the platform more visible, more user-friendly, and a go-to resource for anyone looking to move or advertise their property locally.
The work
The main focus of this campaign was simple: get the platform seen by more local buyers, renters, landlords, and sellers. Everything we did was about making it easier for people to find the right listings and take the next step.
- Full audit: we ran a thorough check with industry-standard tools and shared the findings with the client.
- Technical improvements: we tidied up the site structure, internal links, and keyword placement.
- Content creation: we added helpful guides and supporting pages for buyers and landlords.
- Link building: we built local directory backlinks and carried out digital PR to get the site noticed in search.
The part that really moved the needle was the link building. Getting listed in local directories and earning backlinks with digital PR dramatically improved local rankings. Each link helped strengthen the key property and category pages, so more visitors were reaching the listings that mattered, too.
Alongside that, we made sure the property pages and categories were easy to navigate and supported by content that answered common questions. Together, it made the site a much better experience for people using it and gave search engines a clear signal that this was the go-to place for local properties.
Results
16-month traffic data
By the end of the campaign, the site was seeing roughly double the clicks day to day. The biggest lift came a little later, as the local directory listings and digital PR started to compound — more people were finding the platform and reaching the listings they were looking for exactly when they needed them.
YoY traffic data
ROI
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