Unisono Luxury Homes — a multi-channel programme built around how a luxury client actually books.

The starting point: a category dominated by portals

Luxury rental searches in Mallorca are owned by a handful of international platforms with eight-figure ad budgets. For an independent brand — a small team, a curated portfolio, a phone number people genuinely use — ranking organically against them looks impossible on paper.

It isn’t. It just needs different rules of engagement: tighter intent, faster pages, better content, real schema, and the patience to play a 12-month game when the portals are running a 12-week one.

The mechanic: four channels, one calendar

Four disciplines, run as one programme, audited weekly.

• SEO. Topic clusters built around buyer intent (“rent a villa in Pollensa with a chef”, not “Mallorca villa”). Property pages re-templated with proper schema, real photography, and copy that answers the question a HNW renter actually has. Hreflang done properly across English, German and Spanish.
• Google Ads. Branded protection, plus tightly-segmented non-brand search around long-stay rental and sale intent. Negative-keyword discipline. Offline conversion imports from the CRM so the platform optimised for booked stays, not form fills.
• Microsoft Ads. Often skipped in luxury, never should be. Bing’s audience over-indexes on the exact demographic this brand sells to. Lower CPCs, higher AOV, conversion economics 30–40% better than Google for several of the rental segments.
• Web development. A full site rebuild — same visual design, new tech stack — after we diagnosed that the legacy platform was the single biggest brake on conversion: slow Core Web Vitals, broken form handling under load, hreflang fighting language detection, and an image pipeline that murdered LCP on every property page. We migrated to a faster stack, kept the brand pixel-identical, and rebuilt the bits the user touches: phone number visible above the fold on every page, multi-step enquiry forms that actually post, language switching that doesn’t fight the user.

The organic results: same site, dramatically more efficient

The clearest signal of the SEO work is in the click-through rate and average position numbers from Google Search Console — comparing the last 28 days against the same period last year.

• Organic CTR: 0.8% → 1.9%. A 138% relative lift. The same surface area in Google now converts a much higher share of impressions into clicks — a function of better titles, better descriptions, and pages ranking high enough to actually be seen.
• Average position: 34.9 → 20.2. Page four to page two on average — the part of the ladder where queries start producing real traffic rather than statistical noise.
• Total clicks: 354 → 381. A modest absolute lift — but in a luxury category where every click is worth four figures, the more telling number is what each click is now doing on the site.
• Impressions normalised down to 19.8k — deliberately, as we pruned thin and off-intent pages. Fewer impressions on queries that never convert; more on queries that do.

The headline isn’t the click count. It’s that the same brand, on the same domain, now wins a meaningfully larger share of attention every time it appears — with rankings that compound month on month.

The conversion results: where it actually shows up

Organic visibility and paid traffic are leading indicators. The lagging indicators — the ones the business cares about — sit in the conversion events.

• Phone-number clicks: +183.33% YoY (34 actions in the period). The single most predictive event for this business. People who click the phone number book. People who book stay multiple weeks.
• Rental enquiry submissions: +8.77% YoY (62 actions). The primary form fill, growing on a base that was already strong.
• German contact-page submissions: +25% YoY (10 actions). A deliberate growth area — one of the highest-margin source markets for the brand.

Three of the four primary conversion events are up YoY. The fourth (the English contact-page form) was deprecated mid-period as we consolidated enquiry flows into a single, better-converting unified form — the “−100%” is a tracking artefact of that consolidation, not a loss of leads. Total enquiry volume across the new flow is up.

Why it worked: the boring answers

• One calendar. SEO, Google, Microsoft and web ran off a shared weekly cadence — not four agencies, four roadmaps, four sets of priorities.
• Rebuild before you optimise. No amount of SEO or paid spend was going to fix a site that crawled under load and lost form submissions silently. Keeping the design and replacing the stack — rather than redesigning — let us ship the technical fix without resetting the brand or the rankings.
• Phone is a channel. In luxury rental, the call is the conversion. Optimising the path to it — visible, clickable, language-aware — produced the single biggest lift in the programme.
• Microsoft is real. Bing isn’t a footnote when your buyer is over 45, on a Surface, in a corporate environment. The economics on Microsoft Ads have been quietly excellent.