GEO courseModule 6 of 10: Content an AI Can UseLesson 6.4
Your Own Local Data: Market Notes, Valuations and Rents
Publishing your own facts about the local market, with the period, sample size and method, so there's something genuinely new for people and AI to quote: days to sell, asking against achieved prices, typical rents by property type. And a clear route from "what's my home worth?" to a real valuation.
Why it matters
"Homes in Oakfield sell quickly and for good prices" could be written by anyone. AI quotes whoever has the actual numbers.
The evidence
Evidence: Study
Lab study (the GEO paper) plus Google and Microsoft guidance. Not proven for agency sites, and unproven that AI cites local data pages more.
Do this first
List the numbers you already hold in your CRM: days to sale agreed, asking against achieved, rent per bedroom.
01What it is
If everyone in class copies the same textbook, nobody learns anything new. If one child actually measures the playground and writes down the real answer, everyone wants to use theirs.
Think of it like
Being the person who owns the tape measure. Everyone else guesses; you can say what the room actually measures.
02Why it matters
To the people searching
"How much is my house worth?" and "how much rent can I charge?" are among the most valuable questions a seller or landlord asks. Many start with an AI or portal estimate, then choose the agent who explains the difference best.
buyers
Want to know what homes are really doing locally.
tenants
Want to know what a fair rent is for the area.
sellers
Want evidence for pricing and timing from someone who sells there.
landlords
Want typical achieved rents for their kind of property.
To Google, Bing and AI
Evidence: StudyGoogle asks for original, first-hand content rather than restating what's online, and Microsoft recommends original data and supporting claims with sources. The GEO research paper found adding statistics and sources did best in its lab test. No study shows local data pages get cited more often by AI, and nobody has tested how accurate AI is on UK house values or rents. Zoopla's own help pages say its automated estimates aren't valuations and recommend several agent valuations: a useful line to point to.
An agent example
A two-branch agency publishes a one-page market note each quarter: "On our own sales between 1 January and 30 June 2026, homes took a median of 34 days from listing to sale agreed. The 41 homes in this sample sold for a median of 97% of the final asking price. Covers houses and flats we marketed in the Oakfield postcode area; excludes withdrawn properties. Source: our sales records. Updated monthly." (Illustrative figures.) Local journalists quote it, negotiators use it in valuations, and it ends with a button to book one.
03Your turn
Check yours, then fix it
- 1List the numbers you hold: days to offer, asking against achieved, viewings per offer, time to let, rent by bedroom.
- 2Tick the ones already on your website.
- 1Read your market pages. Does every figure show where it came from, the period, and how it was worked out?
- 2Does any page claim a portal estimate is a valuation?
- 1Replace your agency's name on your market page with a competitor's.
- 2If it still reads true, it has no original information.
- 1Ask: "How long does it take to sell a house in [town]?", "How much is a 3 bed semi in [town] worth?" and "What's the average rent for a 2 bed flat in [town]?"
- 2Note the figures and sources cited. Are they portals, calculators, news or agents? Could your numbers add something?
- 1Export a simple summary from your CRM each month or quarter.
- 2Use medians rather than averages, state the sample size, period, area and exclusions, and the method in two lines.
- 3Anonymise everything: no addresses, names or anything that identifies a client.
- 4If you have too few sales to be meaningful, say so, or widen the area or period.
- 1Use the UK House Price Index or Land Registry Price Paid data for context.
- 2If you reproduce UK HPI data, include the required credit: "Contains HM Land Registry data © Crown copyright and database right [year]. This data is licensed under the Open Government Licence v3.0."
- 3Say which index you're quoting and for what period. Different indices use different data and disagree.
- 1Add a short explainer in your own words: online and AI estimates are a starting point, not a valuation, and Zoopla itself says so.
- 2Say what a local valuation adds: the condition, the street, the buyers you're seeing right now.
- 3Put a clear valuation or rental appraisal route on the page: form, phone and what happens next.
- 1Use AI to check arithmetic and tidy wording, never to supply figures or comparables.
- 2Keep the export behind every number, so you can show where it came from.
Here are the statistics from my estate agency's market page. For each, tell me whether it states a source, a period and a method, and flag any that may be unsupported or could mislead a seller. Don't add any numbers. [paste]
Then: Ask your CRM supplier whether it can export anonymised sales and lettings summaries, so the note takes minutes, not hours.
04Keep it up
Update on a fixed timetable: monthly or quarterly, and stick to it.
That's lesson 6.4
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