The situation
A developer running a small pipeline of prospective sites had no consistent way to compare them. Research happened in bursts: a planning portal session here, a spreadsheet there, a phone call to an agent whose notes lived in an email thread. Two sites could not be compared on the same terms because they had never been researched on the same terms.
The details that follow are a composite of recurring engagements of this kind. No client is identified, and nothing here is a claim about a specific company's results.