Doubled Organic Lead Flow in 6 Months: How Moss Home Solutions Dominates RI-MA's Cash Home Buyer Market with Hyper-Local SEO

THE CHALLENGE

Moss Home Solutions faced a unique positioning problem in Rhode Island and Massachusetts' competitive cash home buyer market:

Brand differentiation crisis: CJ didn't want to be "just another cash buyer." He wanted to solve complex problems, inherited properties with multiple siblings, damaged Houses, creative problem-solving, but the market only knew him for basic cash offers.

Split-testing pressure: Currently spending $10,000/month with another agency, CJ needed to prove ROI with a smaller $3,000-5,000/month SEO budget before fully committing. Every dollar had to count.

Invisible to modern search: 40% of distressed homeowners now use ChatGPT and Perplexity to research their options. Moss Home Solutions' site wasn't optimized for AI search, making them invisible to a massive segment of motivated sellers.

Competitive saturation: Dozens of "we buy houses" competitors dominated local rankings across Rhode Island and Massachusetts. Breaking through required more than generic tactics—it demanded strategic positioning.

Long-term vision with short-term pressure: CJ understood SEO takes time, but he needed early wins to maintain budget approval and team buy-in.

As CJ put it: "I don't just want to rank for 'cash offer' keywords. I want to help people solve real problems. But I also need to see results to justify the investment."

"We've seen consistent growth every single month. The leads coming in are exactly the type of situations I want to solve, inherited properties, motivated sellers with real problems. The cost per lead is a fraction of what we were paying elsewhere, and we're finally showing up where our ideal clients are searching."

CJ Moss
Founder Moss Home Solutions

‍

HOW WE DID IT

Hyper-Local Content Domination

We built 50+ neighborhood-specific landing pages covering every ZIP code and neighborhood across Rhode Island and Massachusetts. When someone searches "sell my house fast in [Neighborhood]" or "cash home buyers near [School District]," Moss Home Solutions appears.

Key actions:

• Mapped 200+ high-intent keyword variations to problem-solving content
• Created 40 strategic blog posts based on CJ's vision, focusing on inherited properties, sibling disputes, probate situations, and creative problem-solving scenarios
• Optimized every page for both Google AND AI search engines (ChatGPT, Perplexity, Claude) to capture the 40% of users searching outside traditional Google

Results: Organic sessions increased 104%, total users grew 137%

Google Business Profile Takeover

Transformed Moss Home Solutions' GMB from invisible to the most prominent cash buyer profile across RI and MA.

Key actions:

• Weekly GMB posts featuring real success stories and property transformations
• Optimized business categories, Q&A section, and service area targeting across both states
• Implemented LocalBusiness schema markup across all location pages
• Strategic review generation campaign

Results:

• GMB impressions: +112% (568 monthly impressions)
• GMB interactions: +71% (53 interactions/month)
• GMB clicks: +79% (25 clicks/month)
• Direction requests: +77% (23 requests/month)

Call clicks: +25% (5 calls/month)

Strategic AI Search Optimization

While competitors ignored the shift, we positioned Moss Home Solutions for the 40% of distressed homeowners now using AI to research their options.

Key actions:

• Rewrote content in conversational, Q&A format that AI models prioritize
• Created comprehensive guides that answer complex questions (not just keyword-stuffed pages)
• Implemented structured data to help AI models understand CJ's unique positioning

Results: Moss Home Solutions now appears in ChatGPT and Perplexity results for queries like "how to sell inherited property with multiple owners in Rhode Island" and "cash home buyers Massachusetts"

Technical SEO Foundation

Fixed critical site performance issues that were limiting indexation and user experience.

Key actions:

• Optimized Core Web Vitals for mobile-first indexing
• Implemented efficient crawl budget management
• Added schema markup for services, reviews, and local business data
• Fixed indexation issues preventing pages from ranking

Results: Average position improved from 29.7 to top 20 for primary keywords; GSC clicks doubled (+100%)

Real Estate-Focused Link Building

Built authoritative backlinks from locally relevant, high-quality sources across Rhode Island and Massachusetts.

Key actions:

• Secured placements in local New England real estate directories and news sites
• Created linkable content around RI-MA housing market trends
• Partnered with complementary local businesses (estate attorneys, probate services)

Results: Domain authority growing steadily, supporting overall rankings improvement

THE RESULTS

$32

Cost Per Lead

+100%

Organic Lead Growth

+112%

GMB Visibility Increase

This is what happens when you combine hyper-local targeting with strategic problem-solving positioning.

By The Numbers:

Lead Generation:

• Organic form submissions: Doubled (+100%)
• Phone call leads: Doubled (+100%)
• Total qualified leads consistently flowing

Search Performance:

• GSC clicks: +100% (38 clicks/month)
• GSC impressions: +25% (7,600 impressions/month)
• Average position: Improving from 29.7 to competitive rankings

Local Dominance:

• GBP impressions: +112%
• GBP interactions: +71%
• Direction requests: +77%

Cost Efficiency:

• Cost per lead: $32 (vs. industry average of $150-300)
• Proved ROI with smaller budget, now scaling confidently

What CJ Gained:

Brand differentiation: Now known as the "problem-solver" for complex real estate situations across RI-MA, not just another cash buyer

Predictable lead flow: Consistent organic leads every month, reducing dependency on expensive PPC

AI-search visibility: Capturing motivated sellers using ChatGPT and Perplexity

Scalable system: SEO infrastructure that compounds over time, unlike paid ads that stop when budget stops

Competitive moat: 150+ indexed pages creating barriers for competitors trying to catch up

Multi-state dominance: Strong presence across both Rhode Island and Massachusetts markets

The Bottom Line

CJ Moss didn't just want more leads—he wanted the right leads. By combining hyper-local content, strategic positioning, and AI-search optimization, we built a sustainable organic channel that delivers motivated sellers actively searching for creative solutions across Rhode Island and Massachusetts.

Ready to dominate your local market like CJ?

‍

We've been thrilled with the results since working with your team. We had tanked below 1x ROAS with our previous PPC vendor at the beginning of the year. Since coming on board with Bateman Collective, we're at 7x ROAS YTD. Josh has been fantastic at explaining the strategy, budget, and pace at which we can build and scale our PPC efforts (and helping me understand the mistakes we made in the past). The lead sculpting has been significant, and PPC leads continue to be high quality and high converting across all KPIs we measure in our sales funnel. We have just added more budget to

Google ads and we're getting ready to test PMax for additional growth.

The team managed Meta ads for us that performed very well. We switched to a different social media partner in September only because we were looking for a full creative team as part of our social media efforts.