Choose comparison dimensions before writing
| Dimension | What to include |
|---|---|
| Property character | Actual housing types and the source of the description. |
| Access and amenities | Named facilities and factual travel context, with changing details dated. |
| Market information | Defined geography, period, metric and original source. |
| Property considerations | Questions for due diligence, with specialist sources where appropriate. |
| Agent contribution | What the named reviewer knows from their own work. |
Do not turn impressions into facts
Explain the basis for words such as walkable or secluded. Avoid unsupported claims about safety, schools, residents or investment performance. A comparison can describe access, amenities and property characteristics without making assumptions about who belongs in an area. Use authoritative sources for matters outside the agent’s expertise.
Keep market numbers comparable
Asking prices and closed sales measure different things. A median from one period should not be compared to an average from another without explanation. If the available sample is small, say so. The guide should preserve the time window and data definition rather than displaying a number detached from its source.
Build a real route through the site
Link each guide to its market hub, relevant property-type information and the profile of the contributing agent. Link two areas directly when a comparison is useful. Give a relocating buyer a next step through the relocation process rather than treating every guide as a stand-alone landing page.
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