My PA House Search — Keller Williams
Crafting a hyperlocal IDX engine for Pennsylvania’s most connected realtors.
My PA House Search needed more than MLS listings. We built a conversion-focused property discovery experience that pairs market data, neighborhood stories, and concierge-level lead routing for a multi-office Keller Williams team.
Time to launch
82 days
Full brand refresh, IDX integration, and automation buildout.
Lead velocity
4.8×
Increase in seller consultations booked within 60 days.
Service territory
Central & Eastern Pennsylvania
- Dynamic neighborhood profiles for Mechanicsburg, Lancaster, Blue Bell, and Center City with live market stats.
- Mobile-first saved search journeys with AI price alerts and open house RSVP automations.
- Team routing rules syncing to Follow Up Boss, Slack, and KW Command with round-robin fairness.
Generic IDX templates weren’t converting sellers or relocation buyers.
The team relied on a vendor site that looked like every other realtor experience. There was no differentiation for farm markets, no place for storytelling, and no SEO authority for “sell my home in [town]” search intent. We stepped in to build a conversion system.
Project mandate
Deliver a Keller Williams-aligned brand platform with immersive neighborhood content, data-driven pricing insights, and automations that honor agent accountability.
Objectives
- Dominate seller keyword clusters across 14 zip codes with on-page depth and structured data.
- Create lead routing logic that honors team caps, languages spoken, and relocation certifications.
- Launch a “Tour Tuesdays” library with guided walkthroughs and agent commentary.
Stack
- Headless IDX Broker integration with Remix front-end for lightning-fast search.
- OpenAI embeddings categorize lifestyle amenities to personalize relocation guides.
- Follow Up Boss automations for lead scoring, voicemail drops, and quarterly check-ins.
Impact
+173% organic
Organic sessions across seller landing pages within 90 days.
11 min
Average session duration on relocation hub with interactive commute planners.
$68M pipeline
Projected seller volume attributed to the new funnel per KW Command reports.
Neighborhood journalism meets data-backed pricing.
We doubled down on hyperlocal storytelling—bringing in drone footage, school rankings, utility costs, climate resilience data, and interviews with local shop owners. Every article is schema-rich, internal-link optimized, and crafted to rank.
Local citations
- Lancaster City Alliance economic development updates tied into downtown content.
- Mechanicsburg Chamber of Commerce events embedded in relocation itineraries.
- Blue Bell restaurant features referencing Montgomery County Tourism board guides.
Seller strategy workrooms
Interactive calculators show net proceeds, staging ROI, and 60-day action plans with KW staging partners.
Buyer concierge
Newcomer guides for families relocating from NYC/DC include commute breakdowns, tax comparisons, and school district video tours.
Interactive market reports
Live dashboards with KW Command + Altos Research data highlight absorption rates and price per square foot.
Agent spotlight series
Video-led storytelling featuring top agents, community volunteering, and KW culture moments.
Timeline
Iterating alongside every market shift.
Weeks 1–3
Discovery
Agent ride-alongs, open house shadowing, and CRM audits to uncover friction.
Weeks 4–8
Brand & UX
Component library, listing templates, and conversion copywriting tested with past clients.
Weeks 9–12
Engineering
IDX Broker integration, caching strategy, and analytics instrumentation.
Weeks 13–16
Growth
Neighborhood SEO sprints, YouTube syndication, and direct mail QR experiences.
Pennsylvania homeowners felt seen and supported.
We embedded testimonials, local data, and concierge pathways to make every lead feel like the team already knew their street.
Seller testimonial
“The market report nailed our pricing strategy. We had three offers above list and the relocation concierge handled everything with our employer.”
The Sanders Family — Lancaster, PA
SEO achievements
- “Sell my home in Mechanicsburg” vaulted to rank #1 with 9% CTR.
- 50+ schema-backed FAQs answering staging, appraisal, and tax questions.
- International relocation traffic from Germany and Canada grew 62% via translated guides.
Operations
- Lead scoring triggers appointment setters via Slack alerts.
- Calendly integration surfaces agent availability by language and certification.
- Pre-approval workflows connect borrowers with preferred lenders and doc upload portals.
Media & accolades
- Featured in KW International’s 2025 Playbook for hyperlocal marketing.
- Showcased on ABC27’s “Good Day PA” as a relocation success story.
- Sponsor of Harrisburg Young Professionals homebuyer bootcamp.