Organic Growth Opportunities

Create a comprehensive library of pages detailing the benchmark cost for specific maintenance work orders in every major city, broken down by asset type. This play leverages MRI's proprietary WorkSpeed data to provide unique, authoritative cost insights that competitors cannot replicate.

Example Keywords

• "average hvac maintenance cost atlanta office"
• "plumbing work order benchmark chicago multifamily"
• "elevator service price per unit nyc"
• "commercial roof repair cost dallas"

Rationale

Facility and property managers constantly search for cost benchmarks to create budgets and validate vendor quotes. By providing this granular, data-backed information, MRI can capture high-intent traffic, establish unparalleled topical authority in facilities management, and generate highly qualified leads from professionals in need of better cost control.

Topical Authority

MRI processes millions of maintenance tickets via its WorkSpeed platform, giving it the largest proprietary database on labor and material costs in the PropTech industry. Publishing this data demonstrates deep expertise and provides original research that Google's EEAT guidelines reward, attracting high-quality backlinks from industry publications and associations.

Internal Data Sources

The primary source is the anonymized and aggregated data lake from MRI WorkSpeed and NetFacilities. This includes millions of historical work orders containing details on equipment type, repair category, labor hours, and material costs, which can be segmented by city and asset class.

Estimated Number of Pages

3,000 (50 major metros × 20 common equipment categories × 3 primary asset classes)

Develop thousands of geo-targeted landing pages for every U.S. city and major suburb, each tailored to a specific real estate software solution. This is a proven programmatic SEO strategy that directly targets high-intent buyers searching for solutions in their immediate market.

Example Keywords

• "property management software Dallas"
• "commercial property management software Boise"
• "multifamily management software Scottsdale AZ"
• "lease accounting software Columbus OH"

Rationale

Competitors like AppFolio and Yardi derive significant traffic from localized landing pages. MRI can close this strategic gap by creating pages that combine its national brand authority with local market data, capturing searchers who are past the initial research phase and are looking for market-specific providers.

Topical Authority

MRI already ranks for broad, high-volume keywords like "residential property management" and "commercial real estate software." The domain has established topical authority on the subject of property software; adding geographic modifiers is a natural and effective expansion that leverages this existing trust with search engines.

Internal Data Sources

Leverage internal CRM data to provide social proof (e.g., "Trusted by 50+ property managers in Austin"). Integrate proprietary market statistics from MRI's ApartmentData product to show local rent trends and vacancy rates, creating a uniquely valuable and differentiated page for each locality.

Estimated Number of Pages

3,000 (Covering all MSAs, ~2,000 populous cities, and key international metros)

Publish a series of data-rich dashboard pages showcasing key real estate market trends for every metro area. These pages will feature proprietary data on rent growth, vacancy rates, and foot traffic, establishing MRI as the go-to source for market intelligence.

Example Keywords

• "Austin rent growth 2025 forecast"
• "Seattle multifamily vacancy rate Q1 2025"
• "New York retail foot traffic index"
• "Phoenix commercial real estate market trends"

Rationale

Investors, analysts, and developers constantly seek reliable market data to inform their decisions. By providing this information freely, MRI can attract a valuable top-of-funnel audience, generate high-authority backlinks, and build a brand reputation for market expertise that drives trust and enterprise sales.

Topical Authority

MRI owns unique, proprietary data sources like ApartmentData (multifamily analytics) and Daily Footfall Benchmarks (retail traffic) that are not available to competitors. Publishing original research and data from these sources is a powerful way to satisfy Google's EEAT criteria and build a defensible content moat.

Internal Data Sources

Utilize API access to ApartmentData for multifamily rent, concession, and absorption data. Integrate data from the Daily Footfall Benchmarks dataset for retail and office traffic trends. Anonymized, aggregated utility spend data from the Energy Management module can also be used to show energy consumption benchmarks.

Estimated Number of Pages

1,200 (400 U.S. metros × 3 major asset classes)

Generate a massive library of static pages that function as ROI calculators, showing the 5-year financial impact of adopting specific MRI modules for a given portfolio size and asset type. This play directly answers the critical "what is the value" question for finance-minded buyers.

Example Keywords

• "property management software cost per unit 500 units"
• "smart-lock roi multifamily 150 doors"
• "lease accounting automation savings 50 leases"
• "energy management software payback for 100k sq ft office"

Rationale

Buyers, especially in the enterprise space, must build a business case to justify software purchases. These pages intercept high-intent, bottom-of-funnel searches from decision-makers, providing them with tangible data and turning a research query into a qualified sales lead and demo request.

Topical Authority

While MRI ranks for product-level keywords, it lacks content targeting the financial justification and ROI of those products. By leveraging internal data on implementation and client outcomes, MRI can demonstrate its authority not just on features, but on the tangible business value its software delivers.

Internal Data Sources

Use anonymized and aggregated data from the CRM (typical contract values, modules purchased by vertical) and professional services teams (average time-to-value metrics). Combine this with outcome data from client case studies and market data (e.g., energy savings) to create credible, data-driven ROI projections.

Estimated Number of Pages

6,000 (40 technology categories × 15 portfolio sizes × 10 asset classes)

Create thousands of hyper-specific how-to pages that solve a single, niche operational problem for property and facility managers. This play transforms internal support knowledge into a powerful top-of-funnel asset that builds trust and demonstrates product superiority.

Example Keywords

• "how to automate late fee posting software"
• "best way to batch move-outs student housing"
• "tool to void and re-bill cam charges"
• "software to split utility invoice by suite"

Rationale

Real estate operators don't search for "software"; they search for solutions to their immediate, painful problems. By answering these specific, long-tail queries, MRI can attract a problem-aware audience, prove its platform can solve their issue, and position itself as the logical next step over manual processes or inferior tools.

Topical Authority

MRI's extensive history gives it an unrivaled understanding of the niche workflows in property management. Systematizing and publishing this knowledge, drawn from support tickets and internal knowledge bases, establishes deep, practical authority that generic marketing content cannot match.

Internal Data Sources

The core data source is a taxonomy of recurring issues from support platforms like Zendesk or ServiceNow. This provides a list of thousands of real-world user problems. Content can be enriched with screenshots and GIFs from product sandboxes and anonymized user telemetry data showing task completion efficiency.

Estimated Number of Pages

2,500 (Top 250 tasks × 8 property niches + hundreds of edge-case variations)

Improvements Summary

Revise key product pages for lease abstraction, analysis, and management to target high-value keywords and improve on-page SEO. Add FAQ sections, comparison tables, customer testimonials, and optimize meta tags to increase rankings and click-through rates.

Improvements Details

Update H1s and meta tags with primary keywords like 'lease management software' and 'lease abstraction software.' Add 'What is [keyword]?' sections, benefit tables, and FAQ accordions using schema markup. Create a pillar guide, targeted blog posts, and a case study hub, while strengthening internal linking from high-authority pages and navigation menus.

Improvements Rationale

These actions address current page-2 rankings by aligning content with search intent and increasing relevance for both head and long-tail terms. Improved structure, keyword targeting, and internal links are expected to drive higher organic traffic, better engagement, and more qualified leads. The approach also builds topical authority for future product launches.