You built Palm Island's $45M home. Google and ChatGPT send buyers to other builders.
Insignia is missing from Google's top 20 for the searches a future client types, and ChatGPT names other builders when asked who builds on Palm Island. This 90-day plan builds the brand awareness your construction arm needs to grow in 2027 and 2028.
On screen: 40 Palm Ave, as your future clients will see it
Buyers are searching for a Miami builder. Google sends them to MV Group and TREO.
We checked Google's top 20 results for the four searches a future client types. Insignia appears zero times. Meanwhile the terms we checked draw about 6,300 searches a month, and half of them are questions Insignia answers on every job: Miami-Dade approvals, permits, impact windows, what it costs to build. Nobody is answering them with Insignia's name on it.
Who Google shows today · top 3 of 20
“custom home builder miami”
MV Group
TREO Construction
Customized Builders
Insignia: not in top 20
“luxury home builder miami”
TREO Construction
MV Group
Million Luxury (directory)
Insignia: not in top 20
“miami beach luxury home builder”
TREO Construction
Million Luxury (directory)
EZ BH Projects
Insignia: not in top 20
“general contractor miami”
Gaven Constructions
Houzz (directory)
MT Construction Group
Insignia: not in top 20
Swipe
Google US results, October 26, 2026. Insignia ranks #1 only when someone already types its name. ChatGPT (web search on, Miami) was asked four builder questions the same day, including “Which builders build ultra-luxury homes on Palm Island?” None of the answers named Insignia or Boschetti.
Monthly Google searches, United States
The demand is in the questions, not in “luxury builder.”
Source: Google Ads search volume via DataForSEO, pulled October 26, 2026. 40 terms checked; terms with no measurable volume, including every “luxury home builder” variant, are left out.
And when they do land on the site
0 / 20
Project pages listed in the sitemap Google reads. Your best work is left out.
8
Copies of one placeholder news post, filled with “Lorem Ipsum” dummy text, open to search engines.
~70
Average words on a project page: an address, square feet, beds and baths. Nothing for an AI to quote.
2×
The same 20 homes appear on both theboschettigroup.com and insigniacc.com, so the two sites compete with each other.
The fix
Answer those questions, publish the proof, and become the builder Google and ChatGPT cite. That is the 90-day plan below.
Everything we found, worst first. The first five are fixed in week one, on the current site, before anything is rebuilt.
#FindingFixPriority
01Project pages hidden from Google. The 20 pages at /project/… are missing from the sitemap.Add them now; rebuild them as case studies on the new site.Critical
02Placeholder content is public. 8 Lorem Ipsum posts, a Lorem Ipsum Press page and the WordPress “Sample Page”.Remove from the index immediately.CriticalSee the 12 exposed pages
Placeholder text a visitor or AI can land on
/press/ “Stay informed” page filled with Lorem Ipsum. Looks abandoned to anyone checking your news.
/sample-page/ The WordPress default page (“I’m a bike messenger by day…”). Tells Google the site was never finished.
8 copies of one dummy post, all submitted to Google
Same headline, same Lorem Ipsum body, eight addresses. Search engines read this as low-quality duplicate content and trust the whole domain less. An AI assistant asked about Insignia finds dummy text instead of your work.
03Two sites, one portfolio. Each home is published twice under different addresses.One Boschetti Group site, with page-by-page redirects so nothing is lost.Critical
04No search descriptions, no image descriptions. No page has a meta description; about 85% of images have no alt text.Written for every page and photo.High
05Google doesn't know what Insignia is. No business details in a form search engines read, no service areas, nothing for AI assistants.General contractor details, service-area pages, an AI-readable company profile.High
06Thin pages. Home ~240 words, About ~160, Contact 24, projects 54–104.Case studies, build-stage guides and 57 articles in 90 days.High
07“Request More Information” is the only next step. Leads arrive with no context.A four-question “Plan your build” that qualifies each lead and books the meeting.High
08Slow photos. Home slider images are 1.5–1.8 MB each.Modern image formats, sized per screen.Medium
The relaunch: one group, two arms.
A new website built from scratch on Next.js, in your brand, with The Boschetti Group as the parent and Development and Construction as its two arms. The first 90 days put the weight behind Insignia.
Parent brand · theboschettigroup.com
The Boschetti Group
One site, one portfolio, one search presence. Your brand manual, typography and logo throughout.
Arm 01 · Development
Boschetti Development
Mixed-use and residential developments, investor news and the press you already earn (CORA Merrick Park, 4241 Aurora, Ella Miami Beach).
Arm 02 · Construction · 90-day focus
Insignia Construction
Luxury custom homes built to the owner's plans. Case studies, build-stage guides, service areas and the Plan-your-build qualifier.
Partner login so referrers can send clients a link
Qualified requests go straight to your team's calendar
For your team · runs behind the site
Boschetti Virtual HQ
Lead pipeline with source and qualifier answers
AI inbox assistant: watches sales email, alerts your team's personal assistants
Content calendar and the article engine
Google Analytics, Search Console and AI-visibility dashboard
Project tracker for the work between us and your team
The 90-day schedule.
Month one delivers the strategy and the first set of deliverables. Months two and three are about ranking, being quoted by AI assistants, and filling the pipeline.
Swipe the chart to see all 13 weeks →
BuildStrategyOngoingMilestone
Next steps.
A 30/60/90-day plan with clear deliverables. You approve month one; months two and three build on what it proves.
Days 1–30 · November 2026
Strategy and launch
$6,000
Kickoff, discovery of your team, systems and 2027–2028 goals
Week-one cleanup of the current site
New Next.js site: Group, Development, Construction
Partner portal with the first 3 case studies
Plan-your-build qualifier connected to your calendar
AI-visibility tracking in ChatGPT, Gemini and Perplexity
First monthly report
Days 61–90 · January 2027
Get quoted, fill the pipeline
$3,000/ month
Double down on what ranks and what converts
Partner outreach: architects, designers, brokers
Lead quality review with your business-development hire
Plan for 2027 tied to your revenue goals
The Content Machine · know-how
Your next client is already asking how to build in Miami. Insignia should be the answer.
What it is
A publishing system that researches, writes, fact-checks and posts an article every day in November, then three a week. Each one answers a real question, links to a case study and ends at Plan your build. You review; it runs.
Why it works
Owners research for months before they call a builder. The builder whose pages answer their questions is the one they already trust, and the one Google and ChatGPT quote. Every article keeps working after it is published, while your team stays on site.
How a stranger becomes a meeting.
01 · Hook
Blog articles
Answer the questions owners and architects ask Google and ChatGPT: costs, permits, humidity, flood rules.
57 articles in 90 days
02 · Hook
Home
The front door, plus one landing page per place and project type: Miami Beach islands, Coral Gables, Pinecrest, waterfront.
Home + service-area pages
03 · Hook
Projects
Public case-study summaries: photos, size, location, architect and the story of the build. Enough to rank and be quoted.
Portfolio · open to all
04 · Sign-in
Customer Portal
Name, email and role, then a one-click email link. No password. Inside: walkthroughs like 40 Palm, build guides and spec sheets.
Case studies · owners and partners
05 · Warm lead
Book a meeting
Four Plan-your-build questions, then a time on the builder's calendar. An AI assistant watches the sales inbox and alerts your team's personal assistants the moment a lead books or replies.
Cinematic walkthroughs from drawing to finished house
Timeline and budget ranges by stage
Material and spec sheets, downloadable climate guides
For partners: a shareable link for their clients and a referral record
Publishing cadence.
One article a day through November to collect data in Google Analytics fast, then publish at the pace the numbers justify.
57
Articles by day 90 · 30 in November + 27 in December and January
What we'll write about.
Four subjects an owner, architect or AI assistant asks about before hiring a South Florida builder. Every article links back to a case study and the Plan-your-build qualifier.
01 · Market
Building in South Florida
What a waterfront custom home costs to build in Miami-Dade
Permit timelines: Miami Beach vs. Coral Gables vs. Pinecrest
Buying a lot to build: what to check before closing
02 · News
Industry news
Florida Building Code changes and what they mean for owners
Flood-zone and elevation rules on the islands
Material costs and lead times this quarter
03 · Proof
Case studies
40 Palm Ave: 100 feet of Biscayne Bay
The Venetian Islands homes
Coral Gables: 5690 Banyan Dr
04 · Materials and code
Building for this climate
Relative humidity: protecting wood floors, millwork and drywall
Impact glass and Miami-Dade product approvals (NOA)
Salt air: choosing metals, finishes and roofing near the water
Day-90 scorecard.
New Boschetti Group site live, Insignia relaunched✓
Partner portal with case studies and qualifier✓
Boschetti Virtual HQ in daily use✓
Articles published57
Project pages rebuilt as case studies20
Placeholder pages left in Google0
Every lead tagged with its source and answers100%
What we need at kickoff.
Brand manual, logo files and fonts
Admin access: WordPress, domains, Google Analytics and Search Console
Photos and drawings for three case-study homes, plus drone footage if you have it
Client permission for each case study Insignia would like to publish
Your internal specs for each project. We check them against Zillow, Redfin and county public records before anything goes live (example: 40 Palm shows 16,968 sf on insigniacc.com and 14,930 sf in the listing)
Investment · 90-day minimum
Start with a 60-minute kickoff.
We go granular with you and your team: who does what, which homes become the first case studies, and the dates for each deliverable on this schedule.
