75% Sales Volume Increase in 9 months
In a highly saturated UK PropTech market, we helped a property management software provider increase sales volume by 75%+ in 9 months.
Instead of just chasing traffic volume, the strategy focused on capturing high-intent, evaluation-stage demand across both traditional and AI-driven search environments.
Key Outcomes
Our client reported lower CAC and higher ARPU alongside the following outcomes.
Increase in sales volume
Increase in demo requests
Improvement in conversion rate over 12 months
Free trials started in a single quarter
Client Overview
Industry: PropTech / Property Management Software
Market: UK landlords and property investors
The client offers an all-in-one property management platform designed specifically for UK landlords.
They operate in one of the most competitive PropTech markets, characterized by:
- Dozens of overlapping tools
- Minimal feature differentiation
- Buyers relying heavily on search to evaluate software options
The Challenge
Saturated Market with Feature Parity
Most competitors targeted identical keywords with near-identical messaging, including:
- “Best property management software”
- “Landlord accounting tools”
- “Property management platforms for UK landlords”
This resulted in content sameness and weak differentiation at decision stage.
Traffic Decline Following AI Rollout
The client experienced a significant drop in organic traffic during Google’s rollout of:
- AI Overviews
- Increased SERP compression
- Reduced click-through for informational queries
They needed to grow revenue without relying on traffic growth.
Missed Opportunity in AI Search
Landlords were increasingly asking tools like ChatGPT etc., to ask questions such as:
- “What’s the best property management software in the UK?”
- “What are the best Arthur Online alternatives?”
The client was not appearing in these answers.
Our Objective
Our aim was to shift SEO from “How do we get more traffic?” to “How do we capture buyers who are evaluating software?”
Specifically, our goals were to:
- Increase revenue and sales volume
- Improve organic conversion rates
- Capture high-intent demand
- Establish visibility in AI-driven search environments
Revenue-First SEO
Re-Architecting SEO Around Buyer Intent
SEO was rebuilt as a decision-focused content system aligned with how PropTech buyers actually choose software.
This included:
Problem-aware MoFu content addressing compliance, accounting complexity, and portfolio scaling
BoFu evaluation content including feature pages, alternatives, comparisons, and migration-focused pages
Late-stage reassurance content designed to remove conversion blockers
Each page had:
A clear role in the buying journey
A defined conversion goal
Messaging aligned with real landlord objections
UK-Specific Positioning as a Competitive Wedge
Rather than competing generically, the strategy leaned heavily into:
UK compliance requirements (e.g. MTD)
HMRC-aligned accounting workflsows
Local landlord use cases ignored by international platforms
This allowed the client to outperform larger competitors on relevance, not authority alone.
AI Search Optimization as a Growth Channel
AI search was treated as a production acquisition channel, not an experiment.
This involved:
Structuring content for AI answer extraction
Clarifying brand, product, and “best fit” signals for LLMs
Publishing comparison and alternative content relied upon by AI tools
Ensuring consistent third-party brand mentions explaining:
What the product is
Who it’s best for
Why it’s different
Commercial Funnel Improvements Beyond SEO
During execution, a major conversion gap was identified:
- The site had no free trial despite high-intent traffic
I advised and supported the introduction of a free trial, materially improving the funnel’s ability to convert demand into revenue.
Results
Our campaign commenced during Q3 of 2025. Results reflect year-on-year growth data, as our client’s business is affected by seasonality. In terms of raw numbers, our client has grown from 72 to over 200 quarterly sales.
| Q2 ’25 | Q3 ’25 | Q4 ’25 | Q1 ’26 | |
|---|---|---|---|---|
| Sales Volume |
N/A
|
+ 105%
|
+ 50%
|
+76%
|
| Demo Requests |
N/A
|
+ 35%
|
+30 %
|
+ 23%
|
| Free Trials |
N/A
|
N/A
Free trial conversion funnel introduced in Q4 2025
|
262
|
298
|
Our Strategy
Evaluation, Not Awareness
Most SEO stops at traffic. Our strategy focused on:
- Targeting evaluation stage demand (MoFu and BoFu content)
- Validation (building reviews)
- Risk reduction (free trial funnel)
- Switching confidence (“Alternatives” articles and direct comparison landing pages)
Intent Over Volume
Traffic declined while revenue increased because the focus shifted to:
- Buyers already in-market
- Queries tied to real purchasing decisions
- Conversion efficiency, not clicks
Early-Mover Advantage
While competitors focused solely on Google rankings, we helped our client gain visibility across AI search – cwhere buyers increasingly:
- Ask direct questions
- Seek recommendations
- Compare tools conversationally
Is this how you want SEO to perform?
If organic search isn’t contributing directly to demos, trials, and revenue, I can help you evaluate whether a revenue-first SEO system is the right fit.