Find a Home Japan: SEO Optimization & Brand Strategy

Find a Home Japan (FHJ) is a real estate platform serving both domestic and international clients in Japan's property market. They came to us needing a stronger digital presence: a brand identity, a better user experience, and SEO that could work across two languages with very different search behaviors.

Goals

• Create a digital platform that works for both Japanese property seekers and international buyers
• Build an interface that handles language and cultural differences without feeling like a compromise
• Establish strong SEO presence in both Japanese and English markets
• Develop a brand identity that feels locally grounded while remaining accessible to international clients
• Optimize for both urban and rural property searches

Our Solution: A Culture-First Approach

We started with the visual identity, working with cultural consultants to develop a color palette anchored by red and deep navy. The red references the Japanese flag and brings energy; the navy adds stability. Typography uses a modern serif in two variations, 'find a home japan' and 'fhj', so the brand works across different contexts. The design reads as Japanese without being a caricature of it.

User experience through brand lens

With the identity established, we shaped the UX to reflect the same principles: culturally specific without being exclusionary. The dual-navigation system uses the color system to guide users through property searches in both Japanese and international contexts.

Japanese-specific search filters, like proximity to train stations and building age, were prominently surfaced through visual hierarchy. The interface feels local to Japanese users and readable to international ones.

Technical implementation guided by brand values

The platform is responsive and fast across device sizes, which matters in Japan's mobile-first internet culture. The CMS was built to render the brand correctly in both languages, so every property listing, button, and interaction follows the same visual language regardless of which language the user is browsing in.

The SEO strategy was built to match the brand tone across all searchable content, reinforcing consistency and market presence at the same time.

Every technical and design decision served the brand identity, creating a platform that feels authentically Japanese while being accessible to an international audience.

Multi-lingual SEO strategy

Rather than translating content between languages, we built two distinct approaches to search visibility that acknowledged the actual differences between Japanese and Western search behavior.

On the technical side: lazy loading for property images, WebP formats, and an advanced caching strategy earned consistent 90+ Core Web Vitals scores across device types and locations.

For Japanese search: we incorporated location-specific keywords that local searchers actually use, like "駅近く" (near station) and "文京区" (Bunkyo district). Property descriptions used natural Japanese terminology, "間取り" (floor plan) and "築年数" (building age), and we accounted for regional vocabulary differences across Japan.

For international search: content addressed the specific concerns of expatriates and international buyers, integrated international property standards and terminology, and included area guides with cultural context.

The results: Japanese organic traffic increased 225%, English-language traffic increased 180%, and conversion rates jumped 38%, more visitors and the right kind.

Measurable Results

• Strong local pack presence across major Japanese cities
• 225% increase in Japanese organic traffic and 180% increase in English visits
• 38% higher conversion rates
• Top 3 rankings for 80+ Japanese property keywords

At a Glance

• Industry: Real Estate Technology
• Company Size: Mid-sized
• Project Summary: Complete digital transformation including website development, brand identity creation, and SEO optimization
• Primary Technologies:

- Next.js - Nest JS - PostgreSQL - Elasticsearch - Headless CMS - AWS