Old Town Group Grew Monthly Leads From 12 To 105 With A Local SEO-Led Strategy
Building Beautiful Custom Homes Isn't Enough If Local Buyers Can't Find You
Old Town Group designs and builds custom homes, and growth meant reaching buyers who were actively searching in each of the neighborhoods they build in. The problem was that their website wasn't set up to capture that demand: leads were trickling in, conversions weren't being tracked, and there was no clear read on which marketing was actually working. As they expanded into new communities, they needed a marketing program that could grow their organic visibility and turn more of that search traffic into qualified leads.
A Local SEO Foundation Turned The Website Into A Lead Engine
Flint rebuilt Old Town Group's marketing around local search. We implemented a new lead-capture form and optimized the site's pages and content around the neighborhoods they build in, then supported it with targeted blog posts written to answer what local buyers were actually searching for. We set up conversion tracking across the website so every lead could be measured, and when it came time for a full-site migration, we managed it carefully to protect the rankings and year-over-year growth the program had built. Paid search ran alongside the SEO work to reach buyers across their communities.
Organic Search Became Old Town's Most Reliable Source Of Growth
The new lead form grew submissions from 12 to 105 year over year in its very first month, and organic search leads climbed 121% year over year in 2022. Even through a marketing turndown that year, rankings held steady, and the full-site migration maintained growth instead of resetting it. Paid search played a strong supporting role, delivering a $32-$48 cost per lead across six communities on Facebook while PPC cost per lead dropped year over year. But it was the local SEO and content foundation that gave Old Town Group a durable, compounding source of new business.
