Case study / Real Estate Brokerage · Analytics & Editorial SEO
Real Property Purveyors.
Runs the analytics, technical SEO, and Mary-voiced editorial program behind a Connecticut antique-homes brokerage — measurement first, nothing published unreviewed.
fig. 01 — Homepage — Guiding You Home in New York & Connecticut
What the build
actually covers.
Measurement window pending — see §08 for the 30/60/90 reporting plan.
What the project
needed to do.
Real Property Purveyors is a boutique brokerage founded in 2026 by Mary Worstell, serving Connecticut and New York from Sherman, CT, with a genuine specialty in antique and historic homes. The studio runs the digital program behind the existing site: a full measurement stack (Google Tag Manager, GA4 with Consent Mode v2, Search Console, with form-submission and phone-tap lead events verified firing end-to-end), a July 2026 technical SEO audit covering all 24 sitemap URLs, and a long-form editorial engine built from a voice guide derived from 21 documents of Mary's own writing — three antique-home articles substantively revised and approved by Mary and released on her publishing schedule, six more drafted against real keyword research. In September 2026, the legacy maryworstell.com pages were permanently redirected to their relevant RPP destinations, with the Change of Address accepted in Google Search Console.
Real Property Purveyors launched in 2026 with a distinctive, well-designed site and a founder who genuinely knows antique homes — and no way to prove any of it was working. Nothing measured leads, the four existing posts had gone quiet, and the specialty that sets the brokerage apart lived in Mary's head rather than on a publishing cadence. The job was to add the measurement, audit, and editorial infrastructure around an existing site without breaking what already worked — and without ever putting words in the founder's mouth.
Existing links to Mary’s old website now lead to the corresponding RPP pages through permanent redirectsWhat moved the needle
What it looks like,
on screen.
The deliverables,
line by line.
Measurement first: Google Tag Manager, GA4 with Consent Mode v2, and Search Console wired into the existing WordPress/Elementor site, with form-submission and phone-tap lead events verified firing end-to-end before anything was reported. Then a full technical SEO audit — all 24 sitemap URLs verified HTTP 200 with self-canonicals and one H1 each, and the template-level defects behind a crawler's 29-error report traced to three root causes. Then the editorial engine: a voice guide derived from 21 documents of Mary's own writing, three long-form antique-home articles substantively revised and approved by Mary and released on her publishing schedule, six more drafted against real keyword research, and listing pages with open-house promotion stood up on the brokerage's schedule.
- Domain migration — 21 legacy pages and four PDFs redirected to relevant RPP destinations; 205 redirect checks passed September 28, 2026
- Original website by DePinho Design; Campbell Digital Studio handles the ongoing analytics, technical SEO, editorial support, and legacy-domain migration
- Verified analytics stack — Google Tag Manager, GA4 with Consent Mode v2, and Search Console on the existing WordPress/Elementor site
- Lead-event tracking — form submissions and phone taps fire as GA4 key events, verified end-to-end before reporting anything
- Full technical SEO audit — all 24 sitemap URLs verified HTTP 200 with self-canonicals and exactly one H1, template defects traced to root causes
- Voice guide from primary sources — 21 documents of Mary's own writing reviewed to derive the editorial register, with a banned-phrase ledger against generic Realtor prose
- Three Mary-approved antique-home articles — historic windows, lead paint, and researching an old house's story — each substantively revised by Mary and released on her publishing schedule
- Editorial pipeline with a hard review gate — six further drafts against real keyword research, none publishable until the broker approves her own first person
- Listing launch support — listing pages and open-house promotion stood up and taken down on the brokerage's schedule
- Structured-data stewardship — the site's single JSON-LD entity graph (RealEstateAgent, Person, WebSite) preserved and protected through every change
How the build
earns the call.
The site's structured-data graph — RealEstateAgent, Person, WebSite with stable entity IDs — is preserved and protected through every change. The editorial program targets the antique-home questions buyers actually research (window restoration, lead paint, house history) and links each piece back to the Stewarding History pillar, while the audit keeps canonicals, titles, and H1s verifiably clean. Conversion is measured, not asserted: forms and phone taps are GA4 key events, so the brokerage knows which pages produce contact.
Mary’s real estate experience and antique-home expertise remain the center of the site. The digital program supports that work with analytics, owner-reviewed editorial content, and technical maintenance. On September 28, 2026, 21 legacy pages and four identical PDFs were mapped to relevant RPP destinations; all 205 redirect checks passed and Google Search Console accepted the domain move. Those checks verify the migration paths. Search ranking and domain-rating gains have not been measured.
A boutique brokerage with a real specialty — antique and historic homes — doesn't need a louder website; it needs its expertise to be measurable, findable, and published in the broker's own voice. This engagement runs everything under the hood of an existing site: the analytics stack that proves what works, the technical SEO that keeps the site crawlable, and an editorial program where nothing goes out in the founder's first person until she has reviewed and approved it.Studio rationale
Metrics, captured
at 30 / 60 / 90 days.
Tracking dashboard captures GSC + GA4 at 30 / 60 / 90 days. Report publishes here on day 90 — view tracking spec