If you’re pushing past 6, 7, 8 deals a year and you’re still doing that kind of research one manual search at a time, it’s not that you’re behind — it’s that you’ve outgrown the free tools, and you haven’t been shown what’s actually available next.
See related reading on our site.
See related reading on our site.
Who This Is For
You don’t need a tech background. You just need to be the one who says yes when someone asks, ‘Who does all the behind-the-scenes stuff for your business?’ Because that person is you, whether you built it or bought it. And either way, it’s sitting in the room while you watch this, waiting for the next question.
What It Actually Does
Here’s the swarm, actually running. It starts from a clean machine — just the free, downloadable skills we listed earlier, running on a Mac. No coding, no monthly seat, no API key we paid for. The first skill calls out loud, into the room, ‘what’s the address of the property we’re checking today’. We tell it the address, out loud, and from there the whole swarm runs on our ice. It’s the same idea as the old cliché, asking Siri or Google a question — except this question isn’t routed through a company’s help desk, and the answer isn’t a canned reply written by a marketing team. It’s a real query, directed at real data, fired the same way every time, so every answer is comparable to every other answer, without us touching anything technical.
The second skill pulls the property’s own listing — what’s actually posted about this house, right now, by whoever posted it — and reads it back to us out loud, so we’re looking at the same thing the client’s looking at, without needing to log into anything. That instruction’s the same every time, too: ‘read the listing for this address’. The swarm learns the routine, and every property becomes just a matter of repeating the same few phrases.
The third skill is the one that actually does the digging. It goes after six specific signals, one after the other, and writes them down into a single, formatted report, which it saves as a file we can open later, side by side with next week’s report, or next month’s. The first signal is the simplest: does anything about this property show up in Google News, anywhere in the world, in the last 90 days? That’s not a Google search — that’s a directed query against Google’s own news index, the same way a journalist would query it. It’s the signal that matters most when a client’s asking something like ‘has there been anything published about this place that I should know about’.
The second signal looks outside Google, to the enthusiast sites — the real estate blogs, the local news portals, the forums where people actually talk about properties, instead of just posting them. That’s a different set of sources entirely, targeted specifically for the kind of local, ground-level conversation that filters up from a real community, rather than a press release handed out to wire services.
How You Set It Up
Here’s the actual swarm running. It’s just a Google Sheet — no coding, no API keys to renew. Every morning at 8:05, it reads yesterday’s date into the top. Then each agent’s row runs itself, one after the next, and you can watch it work in real time.
The first column is the check. It runs a quick sanity check on the whole row before it does anything else. If the landing page URL is missing or broken, or the Google Alerts email address is wrong, it catches it and skips that run instead of quietly failing later. That’s the whole point of the swarm — you’re not watching one job crash, you’re watching 6 or 8 or 10 independent runs, and if one fails it fails quietly while the others keep going.
It does 3 things, in order, every morning.
First, it pulls your Google Alerts email for the brand keywords you set up last week — your name, your team, your town, your website. Not a Google Search — a real, live email digest, delivered overnight, checked fresh every morning. That’s the part that actually matters. A Google Search window-shopped at 9:15 AM shows you what was popular yesterday afternoon — a brand alert checked at 8:10 AM shows you exactly what was published about you, your team, or your market while you were asleep.
Second, it pulls your Facebook Page metrics for the last 7 days — reach, impressions, post engagement, video views, whatever matters to you. Not a screenshot, a real download, saved as a CSV you can open and filter later.
Third, it pulls your YouTube channel metrics for the last 28 days — views, watch time, impressions, clicks, whatever matters to you. Same as Facebook — a real download, not a screenshot.
Those 3 things cover the 3 ways a local brand actually gets found today — Google searching, social scrolling, and video watching. And they cover the 3 sources you actually own. You own your Google Alerts setup. You own your Facebook Page. And you own your YouTube channel — the content, the brand, the audience, the data, all of it.
How It Gets You Found
Here’s what actually gets you found, scene by scene, and it’s built into the swarm from the very first run.
The first thing is the query target itself. Every one of these is a real question, a real phrase, a real way someone searches. ‘Homes for sale in [city]’ is the exact target. ‘Homes for sale near me’ is the exact target, with the added benefit of picking up the local version of that search in Google. ‘Real estate agents in [city]’ is the exact target, with the added benefit of owning that whole map pack. And ‘how much does it cost to sell my home’ is the exact target, with the added benefit of owning that whole featured snippet space. Those are the exact searches, the exact targets, that the whole swarm is built to serve.
The second thing is the way the content gets built. Every piece of content becomes a standalone, indexable page, published on your own site, under your own domain, your own brand. That’s the actual real estate asset that’s left behind, long after the swarm has finished running. It’s not a post, it’s not a piece of guest content, it’s a real, ownable page on your site, built from the actual questions your future clients are asking.
The third thing is the way the images get used. Every piece of content includes at least one relevant, correctly sized, correctly named image. ‘Relevant’ means it matches the topic, the query, the search. ‘Correctly sized’ means it’s the right aspect ratio for the job, either a vertical image for a vertical format or a square image for a square format, because the AI tools will automatically resize a correctly sized image to whatever ratio the output needs, but they can’t fix a mismatched aspect ratio. And ‘correctly named’ means the file name includes the target keyword, so the image itself is something a search engine can actually understand and index. Together, those three things mean the images themselves become searchable assets, indexable by Google, and that indexing gets compounded every time a piece reuses that image on a new piece of content, which is exactly what the swarm is designed to do.
The fourth thing is the way the URLs get written. Every piece of content gets a URL that is, in order of importance, short, descriptive, and accurate. ‘Short’ means it’s not a 190-character random string — something like `/homes-for-sale-raleigh` instead of `/property-search-results-filter-bedrooms-price-sq-ft-year-built-hoa`.
What It Means For You
If you’re pushing for volume, this is how you stop each listing getting 3 hours of your evening that add up to 0 value. If your business runs on relationships, this is how you stop your assistant handing your brand to someone you’ve never met. And if you run on a niche, this is how you stop a generalist swarm handing your niche back to Google. Same system, sourced the same way, now you choose who touches it and why.
Both free versions are in the description — the swarm one, and the version you run yourself on your own machine without needing any API keys or logins. If you want help setting up either one, or you’re building something bigger and you’re not sure where to start, book a free 15-minute call, link’s in the description, and we’ll show you what it can do running live. Subscribe so you don’t miss the next live session — we build one of these, on screen, from scratch, every month. We’re Al and Victoria Pinder, ICON Agents at eXp Realty.
What It Frees You Up To Do
So what actually gets handed back to you? That’s what you physically receive — but the real math is what comes next.
Every hour you used to spend preparing for a client call is now an hour you can put back into the market, into the next call, into the next follow-up. You’re effectively adding hours to your day, and you’re adding them in the exact place where every agent wants more bandwidth — on the front end, before the client has even signed.
Think about what that actually does for a business that runs on referrals. Every satisfied client becomes a stronger referral source, because the prep work that used to let a call go stale now guarantees that call is sharp the moment it’s scheduled. And for an agent building a niche brand, every targeted call becomes a sharper piece of content, because the prep work is already done — it’s the exact same swarm run you just used on a real client, spun out as a blog post or a video script with a few modest tweaks.
Either way, you’re the one who decided what runs and what sits. The swarm is the engine, but you’re the pilot. And that, honestly, is what makes us most excited about where this is heading. We didn’t build any of this to watch from the sidelines — we built it so that the next agent to run something like this on their own machine is watching a video we made while they’re doing it.
What To Do First
If you’re like most agents we talk to, you’ve heard ‘swarm’ or ‘AI’ thrown around and thought: that sounds like something I should be doing, but I don’t have time to learn to code, and I’m not technical. And you’re not alone — the vast majority of agents who contact us describe themselves as non-technical, and that’s exactly why we built this. You don’t need to understand how any of it works, you just run it from the command line, the same way you’d open a Google Doc. It’s the exact same principle as how you already use a camera — you don’t need to understand the mechanics of the lens to take a good photo, you just point and press the button. This is the same idea, applied to research. You point it at a market, a neighborhood, or a specific property, and it runs the swarm for you — no coding, no learning curve, no monthly fee. You own it, you run it, on your own machine, any time you want.
Where To Start
If you want to run this on your own business — not just watch us do it on YouTube — we’d love to talk. We offer a free 15-minute strategy call. The link to book it is in the description, right below the one to the free version of Kimi on GitHub.
On the call, we’ll show you exactly how this works with your own data, not a demo. And we’ll tell you honestly what fits your market and what doesn’t.
We’re Al and Victoria Pinder, husband-and-wife ICON agents at eXp Realty here in Eastern North Carolina, and every script, every schedule, and every report runs in our own business every single day. If you’re building a brand, a niche, or a business that runs without you, this is the next piece that puts it all on a schedule.
Frequently Asked Questions
What skills does the swarm use to research a property?
The swarm uses three main skills: the first asks for the property address out loud, the second pulls and reads back the property’s current listing, and the third digs into six specific signals including Google News results from the last 90 days and mentions on enthusiast sites like real estate blogs and local forums.
Do I need coding knowledge or technical skills to run this?
No, you don’t need any coding background or technical skills. You run it from the command line the same way you’d open a Google Doc — you just point it at a property, neighborhood, or market and press the button. It works on a clean Mac using only free, downloadable skills with no API keys or monthly fees required.
How does the Google Sheet swarm help my business each morning?
Every morning at 8:05, the swarm automatically pulls your Google Alerts email for brand keywords, your Facebook Page metrics for the last 7 days, and your YouTube channel metrics for the last 28 days — all saved as real files you can open and filter later. This covers the three ways your local brand actually gets found today: Google searching, social scrolling, and video watching.