A boutique brokerage fighting portals for its own listings.

A boutique Dubai brokerage whose senior directors carry over 20 years in the market, handling apartments, villas, townhouses, offices and penthouses across DAMAC Hills, JVC, Meydan, Dubai South and Downtown.

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Role

Senior SEO

Sector

Real Estate

Location

Dubai Motor City, UAE

Period

2018 — 2019

The brief

In Dubai property, Bayut and Property Finder outrank the brokerage for its own listings. The organic strategy has to accept that and win elsewhere.

The situation

In Dubai property, Bayut and Property Finder outrank the brokerage for its own listings. That is structural and it is not going to change.
Competing head-on for generic listing terms is a budget bonfire against portals with vastly stronger domains.
Listing pages were competing with each other for the same terms and were often not indexable at all.
A boutique firm whose directors carry 20+ years of market experience was presenting itself like every other agency.

What I did

Conceded the head terms, took the long tail

Targeted community and building-level queries where portals are structurally weak, instead of fighting a battle that cannot be won on domain strength.

Captured buyers one stage earlier

Area-guide content aimed at the "which community" decision, which happens before anyone opens a portal — the only point where a brokerage can get there first.