PEP Real Estate
peprealestate.com146K+ annual impressions from organic search, outranking LoopNet on key Soho queries
We built a comprehensive programmatic SEO and direct lead capture system for PEP Real Estate, a boutique commercial landlord owning premium properties across Soho's most sought-after addresses. They faced a critical strategic challenge: their exceptional inventory was being commoditized by aggregator platforms like LoopNet and Costar that controlled search visibility and tenant acquisition, forcing dependence on third-party intermediaries with substantial commission costs. Our 6-week engagement delivered a complete technical overhaul: programmatic page architecture generating dedicated landing pages for each building, floor, and unit; technical SEO foundation with schema markup, internal linking, and authority signaling; and direct CRM integration eliminating platform dependency. The results transformed their demand generation: 146,000+ annual organic impressions, +308% visibility growth, page one rankings for 10+ high-value terms including 'soho office' at position #6 directly competing with LoopNet, and a 10x increase in qualified inquiries through owned channels. PEP now captures tenant demand directly—bypassing aggregators, reducing acquisition costs, and maintaining complete control over their leasing pipeline.
6 weeks · Programmatic SEO · Lead automation · CRM integration
Results
Verified in analytics data
Annual impressions
146K+
Impressions growth
+308%
Page one rankings
10+
Lead growth
10×
Starting Point
Where They Started
PEP Real Estate has owned and operated premium commercial properties in Soho for decades. Their portfolio includes buildings on Crosby Street, Prince Street, and other addresses that define the neighborhood's commercial identity. These are not commodity office spaces—they are architecturally distinctive, historically significant properties with original cast-iron facades, soaring ceilings, and the cultural cachet that attracts creative enterprises, fashion brands, and technology companies seeking authentic Manhattan presence. PEP's reputation among brokers and tenants was established. Their spaces commanded premium rents. The complication: search visibility for commercial real estate in Soho was dominated by aggregator platforms. LoopNet, Costar, and similar platforms controlled the organic search results for virtually every high-intent query: 'soho office space,' 'office for rent soho nyc,' 'crosby street office.' When prospective tenants searched for space, they encountered aggregators first—not property owners. This created several structural problems. First, PEP was paying substantial commissions to platforms for tenants who would have found them directly with proper search presence. Second, their properties were presented alongside inferior spaces, commoditizing their differentiated offering. Third, they had no direct relationship with search-driven prospects—every inquiry flowed through intermediary platforms that controlled the communication. Fourth, their website was static and outdated, with no structured property pages, no technical SEO foundation, and no lead capture integration. The stakes were significant. Each direct lease signed without platform intermediation represented tens of thousands of dollars in saved commissions. Each prospective tenant who found PEP directly rather than through aggregators was a relationship they could nurture for renewals, expansions, and referrals. The objective was clear: establish direct search demand that bypassed platforms entirely, turning PEP's website from a digital brochure into a lead generation engine that captured high-intent tenant inquiries at the moment of search.
Primary constraints
→
Search results dominated by LoopNet and aggregators
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No direct tenant relationships from organic search
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Manual inventory updates with no automation
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Lead data fragmented across systems
System Built
What We Built
01
Competitive keyword analysis
We began with comprehensive competitive intelligence. Using Search Console data, SEMrush, and manual SERP analysis, we identified the keyword landscape for Soho commercial real estate. The pattern was consistent: LoopNet and Costar dominated virtually every high-intent term. However, we discovered opportunity gaps. Platform pages were generic—templated content that treated '54 Crosby Street' the same as any address. They lacked building-specific details, neighborhood context, and the qualitative differentiators that PEP's properties offered. We mapped three keyword tiers: Tier 1 (highest volume, most competitive: 'soho office,' 'soho office space'), Tier 2 (building-specific: '54 crosby street office,' 'prince street office rental'), and Tier 3 (long-tail opportunities: 'soho office space for fashion showroom,' 'cast iron building office soho'). Our strategy focused on winning Tier 2 and 3 first—building authority through specific, detailed content—then competing for Tier 1 terms from a position of demonstrated relevance.
02
Programmatic page architecture
We designed and implemented a programmatic content system that generated comprehensive landing pages for every building, floor, and unit in PEP's portfolio. Each building page included: architectural history and significance, neighborhood context and transportation access, available spaces with specifications, floor plans and photography, and unique selling propositions. The system was built on a content model that allowed PEP's team to update availability, pricing, and details through a structured interface—changes propagated automatically to all relevant pages. We created 40+ unique building and unit pages, each targeting specific search queries. The '54 Crosby Street' page, for example, detailed the building's cast-iron facade, floor plate dimensions, ceiling heights, and neighborhood walkability—content no aggregator could replicate at scale. This specificity earned relevance signals that generic platform pages couldn't match.
03
Technical SEO foundation
The technical implementation established authority signals across multiple dimensions. We implemented RealEstateListing schema markup for all properties, providing search engines structured data about availability, pricing, location, and property features. Internal linking architecture created topical clusters: building pages linked to neighborhood guides, availability pages connected to similar properties, and every page reinforced Soho commercial real estate relevance. Site speed was optimized—images compressed, code minified, caching implemented—achieving sub-3-second load times. Mobile responsiveness was critical; 60%+ of commercial real estate searches occur on mobile devices. We submitted XML sitemaps with priority weighting, built canonical structures to prevent duplicate content issues, and implemented hreflang for any international considerations. The technical foundation signaled to search engines that PEP was a primary source for Soho commercial real estate information, not a peripheral mention.
04
Direct lead capture
The final component transformed traffic into relationships. We redesigned inquiry forms to reduce friction—fields limited to essentials (name, company, space requirements, timeline), progressive profiling for follow-up details. Forms were positioned strategically: above the fold on property pages, at content conclusion points, and through floating CTAs on mobile. Critical to the strategy: CRM integration. Every inquiry flowed directly into PEP's HubSpot instance, creating immediate notifications for the leasing team, automated acknowledgment emails to prospects, and nurture sequences for non-immediate opportunities. We implemented UTM tracking to attribute inquiries to specific pages and search terms. The result was complete visibility: PEP could see that a prospect searching '54 crosby street office' converted through that specific page, enabling data-driven optimization. Most importantly, inquiries arrived without platform intermediation—direct relationships from the moment of first contact, eliminating commission costs and enabling PEP to control the entire tenant acquisition experience.
Proof and Details
The Complete Picture
soho office
Position #6
Short-tail ranking directly competing with LoopNet. Verified in Search Console.
soho office space
Position #7
Page one ranking with consistent monthly impressions.
soho office rent
Position #5
Top-five placement for high-intent tenant searches.
54 Crosby Street
Position #2
Near-dominant ranking capturing approximately 26 percent of clicks.
Lead growth
10×
10× increase in qualified inquiries through owned search traffic and CRM integration.
What This Means
This model applies to businesses competing against aggregators in local or vertical search. When inventory is structured programmatically and paired with technical SEO and direct capture, demand shifts from platforms to owned channels.
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