Free course available
The free market & competitive intelligence course for estate & letting agents.
Market intelligence means actually knowing where you stand against the agency down the road — not guessing, and not assuming last year’s reputation still reflects this year’s search results.
The top 20% of local businesses now capture 68% of all search visibility, and 56% of local businesses haven’t adjusted anything for AI-driven search yet. That gap keeps widening for anyone not actively tracking where they sit against it — most agents genuinely have no idea how their SEO and AI visibility actually compares to the competitor they lose deals to.
Every item below is one of three things: a benchmark (a comparison point tracked directly against a named competitor), a signal (an early-warning indicator that a shift is coming, before it hits your enquiries), or an action (turning intelligence already gathered into an actual decision). Watch the panel on the left as you scroll — it tracks exactly which stage of the course you’re looking at.
01
Know Who You're Actually Competing With
The comparison only means something once it's against the right rivals — not just the biggest name on the high street.
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Know Who You're Actually Competing With
Identify your real competitive set, not just the biggest name in town
BenchmarkTrack competitors across every channel that matters, not just Google
BenchmarkBenchmarking Search & AI Visibility
Compare your Google rankings for the searches that actually matter
BenchmarkCompare your Bing and Apple visibility against theirs
BenchmarkCompare who gets named when AI platforms are asked
BenchmarkBenchmark technical trust signals, not just rankings
BenchmarkBenchmarking Reputation & Activity
Track review count and rating momentum, not just totals
BenchmarkCompare Google Business Profile posting activity
BenchmarkCompare response rate and response speed to reviews
BenchmarkCatching Shifts Before They Hit You
Monitor what buyers and sellers are actually searching for
SignalWatch for AI platforms changing how they answer
SignalSet alerts on competitor names and area-plus-agent searches
SignalWatch the local market signals that move demand
SignalTurning Intelligence Into Action
Build one simple monthly scorecard
ActionDecide what's worth reacting to, and what's just noise
ActionDownloads
The Free Market & Competitive Intelligence Course — full PDF
All 17 lessons in one document, exactly as they appear in the course — to save, print, or read offline.
Real Competitive Set Identification Worksheet
Who you're actually losing enquiries to — based on real search and AI results, not who's been on the high street longest.
Competitor Benchmark Report
Google, Bing, Apple, AI mentions, reviews, and GBP activity — you against one named rival, with exactly where to check each one.
Local Market Signal Alert Setup
Set up once, so the market's own shifts come to you — not about any one competitor, about the market underneath all of you.
Competitor Alert Setup Guide
Catch a shift as it happens instead of noticing it three months late — real, free monitoring, set up once.
Trust Signal Benchmark Checklist
Not rankings — the underlying technical trust signals, compared side by side against a named competitor.
GBP Activity Comparison Snapshot
Posting frequency, photo freshness, and Q&A activity — a two-minute look, not an ongoing log.
AI Answer Monitor
Three prompts, checked quarterly, only logged when something's actually different — not a running monthly log.
Review Momentum Snapshot
A then-vs-now comparison, not twelve months of manual data entry — velocity, not totals.
Signal-vs-Noise Decision Filter
A competitor did something — is it actually worth reacting to, or just noise? A quick filter before you act.
Quarterly Market Intelligence Scorecard
Four numbers, four times a year — the lightweight version that actually gets kept up, instead of a spreadsheet you owe every month.
The end goal: never having to guess where you stand — a live, provable picture of your visibility, reputation, and momentum against a named rival, checked the same way, every month.
One note: this guide focuses specifically on measuring and comparing. It leans on the SEO course, the GEO guide, and the Review Management course for the actual fixes — this one tells you which of those to prioritise, and when.
One honest pattern worth noticing before you start: almost nothing on this list is genuinely difficult to check once. What’s hard is checking it the same way, on the same schedule, for long enough to see an actual trend rather than a single snapshot. That’s the actual challenge this guide can’t solve for you — and it’s flagged specifically, item by item, throughout.
Ready to start?
No sign-up, no payment — click through and you’re straight into module one.
Start course →Why it’s free
“I learned this the hard way, over a whole career, and I don’t want anyone else to. This exists so every agent gets a genuine shot at being their best — and when you’re stretched too thin to do it alone, that’s exactly when we step in.”