Landon Murie, Goodjuju Marketing SEO Lessons for Property Management

Can you introduce yourself and tell us about your current role in digital marketing for property managers and SEO? What specific areas of SEO do you specialize in today? I'm the founder and current CEO at Goodjuju Marketing. Goodjuju Marketing works with property management companies to improve and implement online marketing strategies. I oversee and help develop our local SEO strategies for clients including: website development, Google Business Profile optimization, citation building, reputation management, local link building, and CRM optimization and utilization (we have our own CRM that we customize for clients). What was the pivotal moment or decision in your career that led you to become an SEO specialist rather than a generalist marketer? How did you identify that niche as your edge? I was very fortunate in the fact that my niche chose me, instead of the other way around. I was working as a marketer at my family’s property management business, where my obsessive local SEO focus brought us a lot of growth. This made me realize, I didn't want to work in property management, I wanted to do local SEO for other property managers. I started my business, Goodjuju Marketing, with a "case study" in hand, and started reaching out to other property managers offering a free analysis via a loom video and this is how I showcased my niche experience and results. This brought in the first 15-20 clients for me. When you can show a business that you've helped other businesses exactly like theirs get results consistently, this gives you a major advantage over other marketing agencies who don't truly know their industry and can't show those relevant case studies. You've mentioned that managers want early-career specialists who can solve specific marketing issues from day one. What's one concrete example from your own experience where having a specialized SEO skill set won you a client, project, or opportunity that a generalist couldn't have secured? When potential clients contact me, or when I reach out to them, being able to show them specific examples of property managers (one niche I specialize in) and the results I've helped these property managers achieve, they, as a property manager, can really envision the results we could potentially bring and the trust/belief that we can deliver for them is extremely high, making it significantly easier to win them as a client. When we ask for reviews and ask why they chose us, we almost always hear "because you focus on my niche" as a top reason we won them over. Walk us through a real SEO project where you had to optimize content for AI Overviews or LLM-driven search experiences. What did you do differently compared to traditional SEO optimization, and what were the tangible results? When we started implementing GEO (optimizing for LLM's like ChatGPT), from a content perspective, our main focus is to include trusted facts in the content that could be answers to specific questions being asked in an LLM. This involves checking what prompts/searches are showing in their answer to see what sources they are pulling from, researching facts being utilized, and including facts in the content. That's the content side, but another critical aspect is your brand being seen as a trusted resource to begin with. This involves earning mentions and links from authority sources relevant to your niche and or location. You've talked about brand association signals being crucial for LLM visibility. If a new property management brand came to you tomorrow with zero presence in their industry's authority cluster, what would be your step-by-step 90-day plan to get them recognized by AI models? Step 1- improve or create new content that is both SEO optimized and GEO optimized on the property management related topics/keywords they need visibility for, while following the principle of "people first" content. Step 2- analyzing the keywords/prompts they want to be visible for and seeing what property management competitors are being mentioned or sourced for answers. Step 3- using a tool like ahrefs, check these top competitors being used as sources in the LLM for what sites they are being mentioned on and who is linking to their website. Step 4- sort the websites linking to them or mentioning them from highest to lowest in terms of DR (ahrefs) or DA (Moz etc) and find the niche relevant sources with the highest ratings. Step 5- get client mentioned or listed on these sites. Some sites might be real estate niche citations/directory type sites where getting listed is easy (but might require a fee), and other sites will be mentions in content like blogs or "expert roundups" etc. These are harder to obtain and require getting creative. One example would be to find the author of the blog or page and contact them with a unique angle about them missing a source in their blog. Emailing might not be enough, and you might want to reach out on LinkedIn or even see if their phone number is listed with their contact info online. What's the biggest SEO mistake you've personally made or witnessed in the past year when agencies or brands tried to adapt to AI-driven search? What did that experience teach you about the future of SEO? Building links too quickly. This hurts SEO as it looks completely unnatural. AI models are pulling info from the best results/answers in search engines, so when you damage your SEO, you are damaging your GEO as well. This taught me that the game has changed, but the rules are still the same, and need to be followed. When you're auditing a real estate companies website's SEO strategy today in 2025, what's the one signal or metric you look at first that most other SEO professionals are still overlooking or undervaluing? I think there are two: 1- is their content focused on the user or search engines. People first content is what search engines highly prefer. 2- the quality/relevancy/health of the websites mentioning or linking to the website. As a property management business, you want to be mentioned and linked from sources that are relevant to the real estate niche (as well as local businesses in your area), that have a lot of organic traffic and organic keywords ranking in google (ahrefs shows this), and sites that do not have significantly more outgoing links compared to incoming links (the sites should have more domains linking to them, than the amount of sites they are linking out too).  You've built processes that reduce revision cycles and save your team hours per project. Can you describe one specific workflow, tool, or system you've implemented that other real estate marketers could adopt to become more efficient? The latest process I built is a system to help our clients get local links at a very high success rate. What I did was create a form for our clients to fill out and list any business owners they personally know, along with their contact info. Then, there's an automation that sends out a unique email to each of these business owners mentioning our client (who put their info in the form) and a collaboration we want to work on together. This has made local link building outreach basically on auto-pilot, and targeted to friends of our client, making the response rates extremely high and success rates 4x all our previous local links building strategies for property managers we work with at Goodjuju.