Case study · Ahwatukee, Phoenix, Arizona

A two-agent team that owns Ahwatukee

How Rachael Richards turned Local Services Ads, a managed Google Business Profile and hyper-local pay-per-click from Driven Leads into listings, buyer business and agent referrals, without growing back into a big team.

~80 closings a year, two agents selling#1 local map rankingsLSA: a top-five closing source

"It's been such a great boost to our business this past year."
Rachael Richards · The Rachael Richards Group at R·House Realty

Overview

Executive Summary

Rachael Richards runs a deliberately small, listing-focused team in Ahwatukee, the Phoenix community where she lives and does at least half of her business. Driven Leads put her on every Google surface a local buyer or seller sees: LSA, the map pack, paid search and branded search. Over the past year LSA became a top-five source of closings, her profile climbed to #1 for most target keywords, and years of Driven Leads leads became a database she can keep working.

Rachael RichardsThe Rachael Richards Group at R·House Realty

~80closings in 2025 with two selling agents

Top 5LSA's rank among her sources of closings

#1map ranking for most target keywords, up from #2–3

54LSA leads in May 2026

~50%of Ahwatukee buyer and seller searches captured

+20%PPC leads month over month on 3% less spend

31handoffs in two weeks from reactivated past leads

50homes the buyer team is on pace to sell in 2026

Figures as reported by the client and the Driven Leads team on recorded strategy calls, December 2025 to September 2026. Results vary by market.

The story

How It Happened

The challenge

A Two-Agent Listing Team Chasing Market Share

Rachael Richards has spent her whole career as a listing agent and a prospector. After deliberately trimming a once-large team, she and one other agent were still closing about 80 homes a year, with Ahwatukee producing at least half of their sales. The goal was to own that market without rebuilding a big team, and to take back direct control of her marketing after leaving another vendor.

"I'm a listing agent. I have been for my entire career... Anything I can do to get the phone ringing is great."
Rachael Richards

~80Closings in 2025 with only two agents selling

16Pending sales heading into December 2025

50%+Share of the team's sales in Ahwatukee

The strategy

Show Up Everywhere Someone Searches Ahwatukee

Driven Leads stacked every Google surface on one market: Local Services Ads, a Google Business Profile managed for map and AI visibility, buyer and seller pay-per-click at the city and neighborhood level, and branded search. YouTube listing videos and Meta remarketing to her database keep the team in front of people after the first click.

"We get a lot of business now where people have researched me on ChatGPT, and they're looking for top agent in Ahwatukee or in Tempe."
Rachael Richards

Google AdsBuyer, seller, neighborhood and branded campaigns, all Ahwatukee-focused

LSAPay-per-lead calls, now a top-five source of closings

GBPManaged profile with close to 300 Google reviews

YouTube + MetaListing videos and database remarketing

The seller engine

Seller Leads Built into a Database Asset

In January 2026 the seller campaigns moved from Home Value Leads to Fellow landing pages, with a starting budget of $500 a month each in Ahwatukee, Tempe and Chandler. Every seller lead feeds a database the team owns. When Rachael switched on Fellow's AI sales agent in June, years of past Driven Leads PPC and Home Value Leads leads started turning back into conversations.

"All these old PPC and HVL leads that I've been paying for for years, something's happening with them."
Rachael Richards, two weeks after turning on Fellow's AI agent

31Live handoffs in two weeks from dormant past leads

$500/moStarting seller budget per market, three markets

25,000Ahwatukee homeowners her VA team is building into the database

The results

Rankings, Referrals and a Steadier Income

By mid-2026 Rachael's Google Business Profile had moved from the #2–3 spot in its January audit to #1 for most target keywords. LSA delivered 54 leads in May alone, plus a steady flow of referrals from agents who find her on Google. Her small partner-run buyer team, fed by Driven Leads buyer campaigns, is on pace for 50 homes in 2026.

"My buyer team is close to my production... It's a huge stabilizer for our income."
Rachael Richards, on the mid-year results

#1Map ranking for most target keywords, up from #2–3

54LSA leads in May 2026

50%Share of Ahwatukee buyer and seller searches captured on about $1,100 a month

+20%PPC leads month over month on 3% less spend, Sept. 2026

Looking ahead

Protect the Momentum, Keep the Team Small

Rachael learned the hard way that pausing marketing costs months of momentum, so nothing gets switched off. A $100-a-month AI answering safety net now picks up any LSA call her team can't reach within 15–20 seconds, protecting her ranking ahead of Google's October 2026 missed-call charges. Next up: tagging Google-sourced agent referrals so every closing gets credited to the right channel, and leaning into the small, female-owned team that buyers and sellers increasingly choose on purpose.

"I'm excited about the results, and things are really starting to build... We don't want anything to turn off and just keep the momentum."
Rachael Richards

$100/moAI answering safety net so no LSA call goes unanswered

Every callAnswered or returned right away to protect LSA rankings

Small teamPersonal service, now a reason clients choose her

Ready to build your own story?

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Google Ads, Local Services Ads, Google Business Profile, YouTube and Meta, managed together for real estate professionals since 2008. No contracts, no setup fees, month to month.

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