Market intelligence data for estate agents

Most estate agents have no idea how often they appear in the searches happening across their own branch areas. We track coverage across 4,000+ UK locations every month, including organic, paid, map, and AI Overviews. See where your agency stands, where competitors are winning, and where the gaps are costing you instructions.

22,000 searches. 4000+ locations. Every Month

The Market Intelligence reports exist because marketing decisions without data are guesses, and the gap between assuming you’re visible and knowing you are is where leads get lost. We track how your coverage moves with the market, across the seasons and new search trends – like AI.

H2TBD - Why should you listen to us?

10
Years specialising in the property market
50+
Estate Agent Clients (TBD)
4
Years collecting search data
FAQs are important in 2026 as they offer content in an easy format for llms

How we collect this data

Think of it like sending a researcher to every town, city, and postcode in the UK, and asking them to search for a local estate agent, the way a real vendor or landlord would. That’s what we do, digitally, across more than 4,000 locations every month.

We run thousands of searches and record exactly what appears on the first page of Google. Which agencies show up in the results, where they appear, and whether they’re being recommended by AI. Then it’s drilled down into a monthly report for your agency, covering every branch, location and region.

Every month, we publish average visibility data across independent, medium, and large estate agencies — giving you a baseline that most agencies have never had access to before.

It’s useful context. But it’s not your data. Your coverage score, your branch-level breakdown, and your competitor comparison live in your agency report, because averages don’t win you valuation leads. Knowing exactly where you stand does.

My Agency Report

How do I compare?

Vendors no longer discover estate agents through a single channel. They search. They compare. They form an opinion before they’ve spoken to anyone. Search patterns and online research are early indicators of intent, and the agency that appears at that moment has a head start that’s almost impossible to close later.

Independent Agencies (1 – 5 Branches in one location)

e.g Jones Robinson (who has an AI visibility score of XX), Gibson Lane.

Average Network Health 

– Meaning

(Bar from report)

Average Network Coverage 

– Meaning

XX.X%

Average AI Visibility Score

– Meaning (plus CTA link)

XX

COMMENTS ON WHY THIS DATA IS THE CASE – SOMETHING RELEVANT TO SMALL SCALE AND NOTE THAT SOME SMALL AGENCIES ARE STANDING OUT DUE TO THEIR WORK

Medium Agencies

repeat as above

Large and Enterprise Agencies

repeat as above

^ connect both back to our expertise

 

53000

Estate Agents in the UK

State of the Market: Q2 2026

The market itself remains cautious. RICS members are reporting that geopolitical uncertainty is weighing on the near-term outlook, and price reductions are running 35% above the 2020–2025 average. In a market where instructions are harder to win, appearing in the right search at the right moment is no longer optional.

AI Visibility

With 60% of searches ending without a click, and AI Overviews now appearing across the majority of Google results, the first interaction many vendors have with your brand will be inside Google’s AI answer, not on your website.
If you’re being cited or mentioned… You’re invisible.

AI SEO strategy

AI Visibility Score

For a long time, position 1 on Google was the only goal. But position 1 is no longer at the top of the page. More than 87% of Google searches now return an AI Overview before any traditional result.

Average AI Visibility Score

The data below shows the average AI Visibility Score by agency size: a weighted measure of how often agencies are cited, mentioned, or both inside Google’s AI Overviews each month.

 

VISUAL HERE HOPEFULLY to break up text – maybe something similar to the squares on the actual intel. Needs to be updatable. 

For Small agencies (less than 20 Branches)     |      For Large Agencies (21 Branches+)

What is the difference between Mentions and Citations?
(and why do you need both)

A mention is Google’s AI referencing your agency by name in its answer. A citation is Google’s AI linking to your website as a source. They sound similar. They do different things.

A mention tells a vendor your agency exists. A citation gives them somewhere to go. Agencies with strong mentions but few citations are building awareness that they can’t convert. Agencies with citations but limited mentions are getting traffic from a narrow slice of searches. The strongest position, and the one that scores highest in the AI Visibility Score, is both: named in the answer, linked as the source.

What the AI visibility Score means in real terms:

A single month’s score is a starting point, not a verdict. AI Overviews change frequently. Google updates what it surfaces, how it phrases answers, and which sources it cites. A score that looks strong one month can shift the next, for reasons that have nothing to do with what you’ve done or not done.

That’s why trend matters more than a snapshot. Tracked over time, the score shows whether your agency is building a consistent presence in AI search or fluctuating with it. Consistent growth, even gradual, signals that your content and authority are compounding.

AI Visibility Leaderboard: June (no portals)

1st
Foxtons
2nd
Savills
3rd
Winkworth

AI Gap Analysis

Where are you leaking buyers?

Data coming soon

Sign up to be first to hear

June Marketing Insight

Each month a member of our property marketing team provides insight into the data and what it means for your everyday marketing decisions. Is the cost of PPC growing? Can your Organic coverage make up for the loss of clicks thanks to AI? What is the best AI SEO strategy for valuation leads?

Marketing Analysis

By (Adam, Jack, Lucy, JB, Hernan) + Title:

 

  • insight not present above through the specialist lens, i.e., JB writing about ppc trends and current paid search data.
  • Back up with data from intel and external links
  • Opinion heavy

The Company You Keep

Which of your neighbours is encroaching on your location? Tool to request or show some competitor data – input your domain and we’ll pick our your top 3 competitors for AI, Organic, or Paid

Data Collection: The Details

Back in 2020, there was no tool that told estate agents where they were actually visible in search, not just whether their website had good domain authority or their listings appeared on portals, but whether a vendor in a specific postcode, searching for an agent to value their home, would find them at all. That gap is why this data exists.

Roar Digital is a leading marketing agency for estate agencies because our specialism is search — and increasingly, AI search. Building the infrastructure to track visibility at the postcode level, across thousands of searches every month, was a natural extension of the work we were already doing for our estate agency clients with branches in every corner of the UK. So we built a tool for the whole market, not just the agencies we work with.

How the searches actually run

The data is built on Google BigQuery and runs on a fully automated pipeline. Every month, real searches are executed across more than 4,000 UK locations, not modelled, not predicted, not extrapolated from historical patterns. Actual searches, returning actual results, recorded at the point they run.

Modelled visibility data tells you what a tool thinks you should be ranking for based on keyword data. This tells you what Google actually returned when someone searched for an estate agent in {location} this month.

Searches are run across a mix of postcodes, towns, cities and local areas. The query types mirror real search behaviour: near-me searches, location-specific searches, valuation intent queries, and, since late 2025, AI discovery queries that capture how vendors use Google’s AI Overviews to shortlist agents before visiting any website.

Four years of development

The first version of this tool was a data dashboard. Useful, but limited, it gave a snapshot of where an agency stood at a point in time, without the context to make it actionable. Over four years and with input from large and small estate agents alike, the data has evolved considerably.

Custom reports replaced the dashboard first. Rather than a generic view of the market, clients could access a report built around their own branches and their chosen competitors, delivered via a dedicated URL. The underlying data was the same. The output was specific enough to inform actual marketing decisions.

The current version is a full report website, accessed via a custom login, with optional filters to exclude portals from location data. Branch-level and brand-level data sits alongside competitor comparison, market averages, and month-on-month trend data. Plus, the new AI dashboard is fully integrated into the search visibility report.

The content writing tool

One of the tools built on top of the platform is a blog drafting tool designed specifically for estate agents. It pulls from Google News (additional sources now added) to identify industry-specific, recent topics. It then researches and outlines content topics, generates draft posts that are then sent automatically to the agency’s website for review before publishing.

The tool is fully configurable. Tone, style, templates, and topics can all be set at the agency level, which means the output reflects how your agency actually writes, not a generic wall of AI text. The drafts arrive ready to review in your CMS.

Adding AI visibility

When AI Overviews began appearing consistently at the top of Google results, the existing data set captured what happened below them. That was no longer sufficient.

In late 2025, AI visibility tracking was added to the pipeline. The same automated search infrastructure now records whether an agency appears inside Google’s AI Overview for each query, as a linked citation, as a text mention, or as both, and scores it using the weighted formula that produces the AI Visibility Score. It was a significant addition to the data model and a necessary one. Search had changed. The tool needed to reflect that.

Built by Adam Parish

The platform was built by Adam Parish, Roar’s managing director of 10 years. His interest has always sat at the intersection of search and automation: what becomes possible when you stop doing things manually and build infrastructure to do them at scale.
The Intel platform is the most complete expression of that. Four years of iteration, driven by what estate agency clients actually needed to see to make better marketing decisions.

Who Uses this Data?

Property Market Intelligence Data FAQs

Good local SEO for an estate agent means appearing consistently across organic listings, the Google map pack, and AI Overviews for the searches happening in every location your branches operate in. No one appears for 100% of their searches 100% of the time, but a 70% coverage is above average, and a good benchmark to strive for.

Estate agents appear in Google results when their local signals, technical foundations, and content match what searchers are looking for in a specific location. Agents that don’t appear usually have weak Google Business Profiles, thin or templated branch pages, limited local backlinks, or technical issues blocking indexing. Visibility is decided at branch level, not brand level, which is why two offices of the same agency can perform very differently.

You need two data sources: Google Search Console for clicks and impressions on your own site, and a coverage tool like Roar Intel to show how often you appear in searches across your branch territories. Search Console tells you what traffic you captured. Coverage data tells you what you missed. Without both, you only see the searches you won, not the ones going to competitors.

Multi-branch estate agents prevent internal competition through a well-defined SEO strategy by giving each branch a clearly defined local territory in content, schema, and Google Business Profile setup, then tracking visibility at the branch level to spot overlap early. Branch pages should target distinct locations, not duplicate each other, and internal linking should reinforce each branch’s local relevance. Branch-level coverage data surfaces cannibalisation before it costs instructions.

Website traffic measures who clicked through to your site. Search visibility measures how often you appear in the results. An agent can have steady traffic and still be invisible in most of the searches happening in its branch areas. Traffic tells you what you captured. Visibility tells you what the market saw, including the instructions that went to someone else.

AI search changes visibility because more than 87% of Google searches now show an AI Overview, and 60% of searches end without a click. Vendors and landlords increasingly get their shortlist from the AI summary itself, before they ever visit a website. Estate agents not cited or mentioned in those Overviews are invisible at the decision point, even if their organic rankings look healthy in traditional reports.

You want to appear in about 70% of your available searches. An available search is classed as one within your operating locations. You will never have 100% coverage all of the time, but the more searches you cover, the more vendors and buyers will find you.

They don’t, not on the portals’ terms. Rightmove and Zoopla will always win national property searches and high-volume keywords, and trying to outrank them on those terms is a waste of budget. Estate agents win by focusing where the portals are weakest: hyperlocal searches, branch-specific intent, valuation queries, and AI Overview citations where being a named local expert matters more than domain authority.

Neither delivers better results in isolation. Organic SEO builds long-term visibility and lower cost-per-instruction over time. Paid search delivers immediate coverage in locations where organic is weak or competitive. The strongest estate agents use coverage data to run them together: paid fills the gaps organic cannot reach yet, and organic protects the locations where paid spend would be wasted. The right mix is decided branch by branch, not brand-wide.

Quarterly is fine – especially if you’re working with a search agency that reports to you monthly. However, for the most up-to-date information, a monthly report is the best way to get an accurate picture of your visibility. It helps you understand seasonality and how user behaviour reacts to market shifts.

For AI visibility, the answer is a little more complicated. We still don’t know exactly how Google chooses what information to cite or mention in its AI overviews. As a result, the data changes – a lot. Because of this, we suggest Quarterly AI reports. With 3 months of data, you gain a true understanding of your place on the SERPs.

Request your data

Choose a one-off snapshot to see exactly where your agency stands today, or set up monthly updates to track coverage, competitors, and AI visibility as the market shifts. Reports cover branch and brand level, across organic, paid, map, and AI Overviews.

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