Much of the Rochester decision happens between the city and its suburbs. Buyers compare Brighton, Pittsford, Webster, Greece and Irondequoit on schools, taxes, commute and what a given budget delivers, and they do almost all of that comparing through search. The questions are practical and specific, which makes them straightforward to answer well and surprisingly rare to find answered well.

The city itself supports a separate set of audiences, including buyers drawn to historic neighborhoods, investors looking at accessible price points, and arrivals tied to the universities and medical employers. Each searches differently, and the content that serves them needs to be separated accordingly.