Free check
For Edinburgh estate & letting agents

When a seller asks AI "who's the best estate agent in Morningside?", is it you?

Sellers, buyers and landlords are starting to shortlist agents by asking ChatGPT and Google's AI. We check how often your agency and branches are named, neighbourhood by neighbourhood, against the agents you actually compete with.

Get your agency's free scorecardSee a real (anonymised) one

ChatGPT and Google AI Mode are tracked now, with others added as they become measurable. No guaranteed rankings.

Anonymised scorecard for an Edinburgh estate agency: score 45 out of 100, likely range 35 to 59.
Agent B, an Edinburgh agency (names removed)

Why this matters for agents in particular

Valuations start with a shortlist

Sellers usually invite two or three agents to value. If an AI assistant writes that shortlist, the agencies left off it may never get the call.

AI answers by neighbourhood

The assistants answer "best agent in Leith" differently from "best agent in Edinburgh". In our check, local specialists won their own patch while bigger brands sometimes didn't show up at all.

Your listings feed the answers

Google's AI leaned on Maps, ESPC, review sites and directories. A wrong address on a portal or a mis-categorised Google listing can quietly count against you.

October 2026 · Edinburgh

What we found when we checked 5 Edinburgh agents

8 everyday questions, such as "best estate agent in Morningside", "which Edinburgh agent gets the best prices?" and "who should sell my period flat in Stockbridge?". Each was asked twice in ChatGPT and twice in Google AI Mode. Agencies are anonymised.

Score = how often and how high the agency was named, plus own-site citations, out of 100. Ranges are 95% intervals. With 16 answers per assistant, differences under about 10 points are noise.
AgencyNamed by ChatGPTNamed by Google AI ModeScore (likely range)
Agent A5 of 168 of 1651 (40–65)
Agent B4 of 165 of 1645 (35–59)
Agent C3 of 160 of 1624 (20–37)
Agent D0 of 163 of 1612 (8–24)
Agent E0 of 162 of 1611 (9–24)
3 of 5ChatGPT and Google's AI disagreed on whether to name the agency at all. Checking one assistant alone would have told a misleading story.
15 of 32One city-wide agency outside our sample was named in 15 of 32 answers. On generic Edinburgh questions, that's who you're up against.
0 of 4One agency with a prime-area focus wasn't named in any of the 4 answers about its own neighbourhood.
Blocked ≠ invisibleTwo agencies blocked ChatGPT's training crawler but still allowed its search crawler, and ChatGPT cited their sites every time it named them. The details of your settings matter.

Our own check, 24 October 2026, using logged-out web versions from one location. It's a small sample, so treat these as pointers, not proof. We're not affiliated with ESPC, Rightmove, Zoopla or any agency named in the answers.

What we check for an estate agency

In the AI answers

  • Seller, buyer and landlord questions for each branch's area
  • City-wide questions such as "best prices", "best for first-time buyers" and "best letting agent"
  • Who's named instead of you, and where they appear in the list
  • Whether your own site is cited, or a portal or review site instead

In the basics

  • RealEstateAgent markup for each branch, with areas served
  • That your Google Business Profile is categorised as a real estate agency
  • That your ESPC, Rightmove, Zoopla, allAgents and Trustpilot details match
  • Area pages that AI can actually quote, such as fees, sold examples and local knowledge
  • That your robots.txt and firewall let AI search crawlers in

Edinburgh areas we already ask about

Morningside · Bruntsfield & Marchmont · Stockbridge & New Town · Leith & Leith Walk · Portobello & Joppa · Corstorphine · Southside & Newington · Trinity & Newhaven

See pricing

Questions agents ask

Can you guarantee our agency will be recommended?

No, and here's why. ChatGPT and Google's AI write every answer fresh. Ask the same question twice and you can get a different list of businesses. Answers also change from person to person, by location, and whenever the models are updated. In our October 2026 check of five Edinburgh estate agents we asked every question twice for exactly this reason, and that is why every score we give comes with a likely range rather than a single number.

Nobody controls what these assistants say, so anyone promising you a guaranteed spot is guessing. What we can do is measure how often you're named today, fix the things that make you hard for AI assistants to find, read and trust, and track honestly whether it moves.

Which questions do you ask the AI assistants?

The kinds of questions sellers, buyers and landlords actually ask, such as "Who's the best estate agent in Morningside?", "Which Edinburgh agent gets the best prices?" or "Who should I use to sell a period flat in Stockbridge?". The free scorecard uses 8 questions. The full report uses 25 or more, tailored to your branches and areas.

Do ESPC, Rightmove and Zoopla listings matter?

They can. AI assistants pull from the same public sources people use, including portals, review sites and Maps listings. In our October 2026 check, one agency's portal branch page showed the wrong street number and no stock, so a thing as small as that is part of every check.

We have several branches. Is that covered?

Yes. Each branch is checked against the questions for its own area, because AI assistants answer at neighbourhood level. The Multi-branch plan covers this monthly.

Which AI assistants do you check?

Right now we track ChatGPT and Google AI Mode / AI Overviews. We'll add other assistants as they become reliably measurable. Until then we mark them as "not measured" on your scorecard rather than guess.