City Borough Housing

City Borough Housing is a guaranteed rent property management specialist dedicated to the success of their landlord clients across London, Kent and Surrey. But with their online presence languishing low in the Search Engine Results Pages, new enquiries in need of improvement, and their PPC costs escalating, it was time for a whole new approach.

Services Provided

return on investment over the duration of the campaign so far.

1 %

Page 1 rankings

0 +

Increase in PPC conversions in 2 years

0 %

Decrease in PPC cost per conversion in 2 years

0 %

Building Success with a Powerful Marketing Mix.

City Borough Housing had been working hard to forge a strong reputation in the lettings sector with their niche guaranteed rent offering. But whilst they were doing well building their landlord base through their commendable commitment to customer service, there was significant scope for improvement in their flow of new business.

With the wrong type of traffic coming in through their PPC campaign and their ad conversion costs crippling, their Google rankings for the all-important ‘guaranteed rent scheme’ keyword languishing on page 5 and click-throughs poorly performing, it was time for Team Figment to refocus the business’s marketing approach, and get them more out of their budget.

A powerful combination of SEO and PPC was the order of the day. City Borough Housing had goals to meet, and Team Figment was ready to embrace the challenge.

More Leads for Less Money: A Structured Strategy.

City Borough Housing wanted to at least double their buy-to-let landlord leads, without increasing their PPC budget. Our goal was to attract more relevant leads, at a lower cost per lead.

An in-depth analysis of the current PPC campaign revealed much of the web traffic wasn’t the right user type… ads were being served to tenants rather than landlords. Our job was to ensure landlords were compelled to click the ads and make contact, and remove the tenant-related clicks which were eating into the budget.

Having created a high-reward, landlord-focused call to action, we undertook A/B testing to determine the most effective approach. Our attention-grabbing headlines were then filtered into targeted campaigns for the various target locations.

Next, we set up a series of high converting, hyper-localised landing pages for each target location, complete with compelling calls to action and location-based language to specifically address local landlords.

The results say it all. Between 2022 when we took over the campaign, and 2024, our comprehensive optimisation throughout the conversion funnel has significantly improved lead generation for the client.

Conversions have increased a massive 1,632%, from just 88 in 2022, to 1,425 in 2024. And the cost per conversion has dropped by an impressive 86%, from £38 per conversion in 2022, to just £5.29 in 2024.

A Multi-Step SEO Strategy... for Results That Matter.

SEO and PPC together is a powerful mix. And with the bar set for doubling leads, that’s just what was needed. Especially targeting a niche audience, and highly competitive industry keywords.

On top of our expert technical and offsite SEO tactics, our organic campaign comprised a three-step strategy.

First, we developed regional landing pages to win traffic for location-specific searches.

Next, we built topical authority with a comprehensive blogging programme.

Finally, playing on the successfully increased authority, we doubled down on the most competitive industry keywords, propelling the client’s presence from obscurity to Google Page 1.

But that didn’t mean our work was done. Continuous optimisation is the name of the game in SEO to maximise opportunities.

We worked hard on sculpting internal links to let Google know which page we ultimately wanted to rank for the core key phrase amongst so many individual location landing pages. And on consolidating and optimising blogs to draw maximum authority.

Our hard work paid off. City Borough Housing now ranks in the top half of Google Page 1 for the most competitive keyword in the industry, just a few months after languishing down on Page 5.

What’s more, website clicks have amplified by 11.5 times year on year, rising from 590 to a much-improved 6,900.

Of course, it’s the tangible results that matter. And City Borough Housing is certainly enjoying their fair share of those, with a rise in valuable warm leads making all the difference.

The client has remained with Figment for two years and continues to grow with us. We believe it’s thanks to the compound effect of the SEO and PPC power mix, and the dedication of our team to achieving the client’s goals.