Competitor Analysis
What follows is a very basic analysis of the main competitors in the area, created using readily available online data. It’s only fair we include Aled Ellis & Co Ltd.
1. Aled Ellis & Co Ltd
Location: 16 Terrace Road (Est. 1980s).
Services: Residential sales, farms, land, auctions, commercial.
Digital Presence: Active on property portals; traditional website.
Average asking price: £398,150
Average time on market: 32 weeks
Strengths:
- Long-standing, respected local agency with expertise in rural and farming properties
- Offers a wide range of services, including auctions and commercial sales
- Deep local knowledge and client trust
Weaknesses:
- Website and digital tools may feel outdated
- Limited use of modern features such as virtual tours or live-chat
2. Alexanders Estate Agents
Location: Terrace Road (Est. 1990s).
Services: Sales, lettings, HMO, commercial.
Digital Presence: Modern, well-branded website; strong marketing.
Average asking price: £286,867
Average time on market: 36 weeks
Strengths:
- Excellent branding and online marketing
- Strong presence in student and investment property sectors
- Recognised nationally for marketing standards
Weaknesses:
- Smaller property portfolio
- Higher than average listing duration
3. Lloyd Herbert & Jones
Location: 10 Chalybeate Street (Est. 1904).
Services: Sales, lettings, valuations, probate, auctions, surveys.
Digital Presence: Professional site, active on major portals.
Average asking price: £293,865
Average time on market: 25 weeks
Strengths:
- Established over 100 years, highly trusted locally
- Very positive customer reviews highlighting communication and professionalism
- Offers a full-service package, including legal and survey expertise
Weaknesses:
- Longer average listing time
- Digital property presentation could be improved (e.g., more visuals)
4. Morgan & Davies
Location: 4 Market Street, Aberaeron (Est. 1989).
Services: Sales/lettings, surveys, auctions, planning/development advice.
Digital Presence: Well-branded, well featured website, active across all areas.
Average asking price: Residential: £375,102 / Commercial: £544,900
Avg time on market: Residential: 33 weeks / Commercial: 37 weeks
Strengths:
- Broad regional coverage across Mid & West Wales.
- Professionally accredited (RICS, NAEA, etc.).
- Strong multimedia and informative content.
- Recognised award-winner in the region.
Weaknesses:
- Less hyper-local focus compared to Aberystwyth-specific agencies.
- Longer average time on market than faster-moving competitors.
5. John Francis
Location: 5 Terrace Road (Est. 1873).
Services: Sales, lettings, commercial, auctions.
Digital Presence: Corporate-backed website and tools.
Average asking price: £264,070
Average time on market: 26 weeks
Strengths:
- Part of a wider West Wales network, offering strong regional reach
- Solid auction and landlord services
- Competitive average sales time
Weaknesses:
- More corporate in tone, which may not suit all clients
- Less personalised or locally tailored experience
- Longer average listing time
- Digital property presentation could be improved (e.g., more visuals)
6. Jim Raw-Rees & Co
Location: Chalybeate Street (Est. 1948).
Services: Residential, commercial, rural, surveying.
Digital Presence: Functional site, basic visual content.
Average asking price: £319,818
Average time on market: 27 weeks
Strengths:
- Long-established, family-run agency with surveying qualifications
- Well-respected in rural and agricultural sectors
- RICS-regulated
Weaknesses:
- Modest digital presence
- Smaller team may limit service capacity during busy periods
7. Morris, Marshall & Poole
Location: Offices across Mid Wales (Est. 1862).
Services: Residential, commercial, lettings, land, auctions, new homes.
Digital Presence: Polished regional website, property videos, drone footage.
Average asking price: £306,573
Average time on market: 33 weeks
Strengths:
- Broad geographic reach and cross-office collaboration
- Strong visual marketing including drone photography and videos
- Long-established reputation in Mid Wales
Weaknesses:
- Focus may feel less hyperlocal to Aberystwyth
- Slightly more corporate feel may not appeal to all clients
8. Philip Evans Estates
Location: Chalybeate Street (Est. 1980s).
Services: Sales and lettings.
Digital Presence: Limited website functionality.
Average asking price: £218,891
Average time on market: 29 weeks
Strengths:
- Known for strong lettings service
- Provides hands-on, personalised approach
Weaknesses:
- Very small number of listings
- Weak online presence compared to competitors
9. Iestyn Leyshon Estate Agents
Location: Aberystwyth (Est. 2023).
Services: Residential sales and lettings.
Digital Presence: Sleek, modern website and social media; strong on video.
Average asking price: £288,087
Average time on market: 31 weeks
Strengths:
- Contemporary branding and high-quality visuals
- Strong use of video marketing and social engagement
- Local, bilingual service with personal focus
Weaknesses:
- Very new entrant; smaller portfolio and brand recognition
- Scalability and long-term resilience yet to be proven
10. Hiwse
Location: Great Darkgate Street (Est. 2021).
Services: Residential sales and lettings.
Digital Presence: Bilingual site, social media, VAT-free pricing model.
Average asking price: £312,596
Average time on market: 11 weeks
Strengths:
- Competitive fee structure with VAT-free selling
- Fastest average listing-to-sale time in the area
- Offers service in both English and Welsh
Weaknesses:
- Newer agency with less legacy trust
- Smaller scale may impact service bandwidth
Competitor analysis summary
Based on a review of the main competition, the following outlines how Aled Ellis & Co can gain a competitive edge in terms of customer engagement.
Current strengths to build on:
- Longest-standing independent agent in town still led locally – strong community roots.
- Broad service range, covering rural, residential, auctions, and land – strong appeal for locals and lifestyle buyers.
- Usually, the largest number of local live listings with a high average asking price – signals trust among higher-value vendors.
- Good visibility on Zoopla and OnTheMarket.
However, while well-established, digital engagement and multimedia presentation lag slightly behind some emerging or recently updated competitor websites.
Key Areas for Gaining Competitive Engagement Advantage
Upgrade Visual & Multimedia Content
- Opportunity: Competitors like Iestyn Leyshon and Morris, Marshall & Poole are using drone footage, walkthroughs, and modern video to great effect.
- Action: Invest in regular, high-quality video tours, agent-led walkthroughs, and lifestyle-driven imagery.
- Result: Increased emotional connection and online dwell time, especially with remote buyers and younger audiences.
Enhance Social Media Presence
- Opportunity: Agents like Hiwse and Iestyn Leyshon are using bilingual, social-first marketing to engage younger and Welsh-speaking locals.
- Action: Build a consistent content plan (new listings, behind-the-scenes, area guides), ideally with bilingual captions and community features.
- Result: Build affinity and reach with mobile-first users and generate organic leads.
Lead on Local Authority and Community Knowledge
- Opportunity: Despite strong reputations, most agents are not fully capitalizing on their local expertise in digital content.
- Action: Publish hyperlocal guides, stories of past client journeys, market insights, and “why live here” content, perhaps tied to localities or property types.
- Result: Establish Aled Ellis as not just an estate agent, but a local authority.
Speed and Ease of Use
- Opportunity: Aled Ellis listings spend around 32 weeks on market, longer than Hiwse (11 weeks) or Lloyd Herbert & Jones (25 weeks).
- Action: Improve site UX, prioritise mobile-friendliness, integrate instant chat tools, and ensure listings are refreshed regularly.
- Result: Reduce bounce rates, increase inquiry conversion, and signal proactivity to vendors.
Reinforce Brand Values Digitally
- Opportunity: Long heritage and trust are differentiators not fully expressed online.
- Action: Use storytelling content (e.g. “Est. 1989 – still family-led”), testimonials, and team highlights to reinforce credibility.
- Result: Builds trust with older demographics and long-time locals who value reliability and longevity.
Opportunities
Aled Ellis & Co has a strong local legacy, usually the largest number of local listings, and a trusted reputation across rural and residential markets. However, by sharpening digital engagement and modernising communications, there is the opportunity to build engagement further and get even closer to your target audiences.
By improving visual content (video tours, drone footage), strengthening the bilingual and social media presence, and showcasing local expertise through guides and storytelling, Aled Ellis & Co Ltd can exceed the competition. Combined with a focus on mobile usability, proactive listing updates, and its heritage, Aled Ellis & Co Ltd can present itself as a modern, trustworthy agent, bridging tradition with contemporary buyer expectations.