phranque - 8:46 am on Sep 13, 2009 (gmt 0) getting "tons of hits" doesn't say much until you know how they got there.
welcome to WebmasterWorld [webmasterworld.com], cwindham!
if it is organic search traffic, what were the search terms?
maybe they are searching for "homes for sale in Really Excellent Neighborhood" instead of "homes for sale in City Name".
how well are your client's pages optimized for those search terms?
in general i would consider the title to be the most important on-page element to optimize for search so start with that.
getting "tons of hits" doesn't say much until you know how they got there.