Much of the demand in Worcester comes from people deciding between staying closer to Boston and getting more for their money further out. That decision is made through research. They compare commuter rail times, tax rates, school districts and what a given budget actually buys, and they do most of that comparing through search before they speak to anyone.

The city also has a deep stock of multi family housing and a steady stream of first time buyers, alongside demand tied to its colleges and medical employers. Those are three distinct audiences asking different questions, and pages written for all of them at once tend to rank for none of them.