Case study 03 · Property management

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Blair Properties LLC

A Wilton, New Hampshire landlord managing eleven units across four properties, with two completely different audiences arriving at the same website: people looking for an apartment, and people looking to sell a multi-family building.

The brief

Established in 2018 and run without a leasing office, the business was losing hours to the phone. The same four questions came in every week — pets, deposits, background checks, when the next unit frees up — and the answers were only in one person’s head. Meanwhile the owner also buys multi-family property, which is a different visitor with a different question who should never have to wade through apartment listings to be heard.

What we built

• Property search at the top of the page: filter by location, status and type, with a compare view for weighing two units against each other.
• Listings that keep their status rather than disappearing when they let. A portfolio that visibly stays full is evidence, and deleting it throws that evidence away.
• An FAQ that answers the four questions eating the phone time — background checks, security deposits, availability timing and pets — in the words tenants actually use.
• A tenant portal that routes straight out to Rentec Direct. The site never becomes a helpdesk and never holds payment data, which is the correct answer on both counts.
• We Buy Multi Family as its own page with its own call to action, so seller traffic and renter traffic never compete for the same form.
• A moving resources page for the practical questions that arrive after the lease is signed.
• A plain trust bar — four properties, eleven units, local management, 24/7 emergency response — that says small and responsive rather than pretending to be large.

How it is set up to be found

• Location-led copy for Wilton and Southern New Hampshire, which is the whole of the addressable search market.
• Every page carries a written description and a canonical URL rather than whatever the theme would have generated.
• Two intents, two entry points, two conversion paths. Blending them into one contact form is the most common way a site like this quietly loses the more valuable half of its traffic.

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