I figure that without an area to focus on and start learning the market in I'm just spinning my gears. 

Looking at the page source info, I found that 80% of the SEO of the landing page was geared to what the customer would enter ("sell my home").

I am lucky to have a solid FT job (which is also geared towards social services) and I am a very conservative spender -- so I can allocate part of my reserves to helping families cope.Can anyone refer me to resources (books, online) or users who have experience with similar initiatives?

Your hunting gun is now racked, stacked, and fully loaded ... ready for the next recession, coming soon to a market near you ... or if you decide your hunting days are over and you'd rather just sit on the front porch drinking a beer, polishing your hunting rifle, telling tall tales of hunting seasons past, and laughing at the newbies gearing up ... hey, you probably now have that option or will real soon. 

If that don't get them in gear, kick them out and put someone in who will pay on time.

One is geared towards getting seller leads.

Personally, I'd call a professional on this one, unless you have / understand / can effectively use the test gear that electrical professionals have / use.

I'll be turning 40 in Jan. and while I'm not happy about it, I think that's a good driving force to kick my butt in gear and try to make 2016 one of the best years of my life.  

The in formation is not mindblowing, I think it is more geared toward an absolute beginner.

This seems geared towards commercial, any thoughts on residential?