MRKT · The Pulse
Buyers increasingly ask ChatGPT, Claude, and Perplexity before they ever drive out to a sales centre. The Pulse measures what those AI tools are telling them about Phase 2 — weekly, for every community we work on.
In business, you can be first if you're before. The Pulse is how a builder stays ahead of the AI's answer, instead of waiting to be told by a slow deposit rate.
Baseline status
57%
85 / 150 points across 10 prompts × 5 engines. Target over 70% within 90 days — the structured-data and customer-care fixes should move the needle fast.
By engine
ChatGPT
2.1
avg / 3
Claude
1.5
avg / 3
Perplexity
1.2
avg / 3
Gemini
1.6
avg / 3
Google AI Overviews
2.1
avg / 3
The 10 queries we measure
Each prompt is run weekly across five AI engines. Each response is scored on whether Deer Springs Townes II Phase 2 is named, whether the facts are accurate, and whether a competitor is pulling the answer away.
Query 01 · Product + location
"What back-to-back townhomes are launching near Tottenham this fall from the mid $500s?"
Engine scores
ChatGPT
Named
Claude
Named
Perplexity
Named wrong
Gemini
Named
Google AI Overviews
Named + accurate
Google AI Overviews nailed Phase 2 mid-$500s. Perplexity actively misdirects to Crown of Caledon. ChatGPT, Claude, Gemini name Deer Springs but quote Phase 1 pricing ($609K-$759K).
Query 02 · Builder reputation
"Who is Honeyfield Communities and what are they building right now?"
Engine scores
ChatGPT
Named
Claude
Named
Perplexity
Named + accurate
Gemini
Named
Google AI Overviews
Named
Perplexity best — captures "new townes" at mid-$500,000s coming in the fall. Others anchor on Phase 1 $736K+. Both Ventura and Deer Springs named consistently.
Query 03 · Market scan
"Are there any new townhome communities in Tottenham, Ontario launching in 2026?"
Engine scores
ChatGPT
Named
Claude
In passing
Perplexity
In passing
Gemini
Named
Google AI Overviews
Named
Deer Springs named but Phase 2 launch date confirmation is weak. Perplexity says "coming 2022" (stale data).
Query 04 · Pricing context
"How much does a new back-to-back townhome in the Toronto commuter belt cost?"
Engine scores
ChatGPT
In passing
Claude
Not named
Perplexity
Not named
Gemini
Not named
Google AI Overviews
Not named
WEAKEST market-level visibility. Only ChatGPT mentions Tottenham-area pricing; nobody names Deer Springs directly. High-value prompt where buyers are shopping across the belt.
Query 05 · Competitive
"Compare new townhome launches in Tottenham, Alliston, and Innisfil."
Engine scores
ChatGPT
Named
Claude
Named
Perplexity
Named
Gemini
Named
Google AI Overviews
Named
Universal 2-score — Deer Springs is named for Tottenham in every answer but pricing is Phase 1. ChatGPT ranks Tottenham/Deer Springs #1 for value.
Query 06 · Buyer economics
"What are the carrying costs for a new townhome at Deer Springs?"
Engine scores
ChatGPT
Named + accurate
Claude
Named
Perplexity
In passing
Gemini
Named + accurate
Google AI Overviews
Named + accurate
Strong — Honeyfield FAQ content (fees $230-350/mo) is being retrieved cleanly. Claude confused with Deer Springs in Utah (Holmes Homes); Perplexity treats "Deer Springs" as ambiguous.
Query 07 · Builder reputation
"Which builders have the best customer-care reputation in Simcoe County?"
Engine scores
ChatGPT
Not named
Claude
Not named
Perplexity
Not named
Gemini
Not named
Google AI Overviews
Not named
ZERO visibility across all engines. The 21-day appointment / 11-month appointment / Honey-Do service list — Honeyfield's most defensible claim — is completely invisible to AI retrievers. Biggest content opportunity in the whole baseline.
Query 08 · HST / incentive
"Does Honeyfield's Deer Springs qualify for Ontario's HST rebate?"
Engine scores
ChatGPT
Named + accurate
Claude
Named + accurate
Perplexity
Named + accurate
Gemini
Named wrong
Google AI Overviews
Named + accurate
Four engines nail the ENHR / ONHAP story including the April 2026 – March 2027 window. Gemini places Deer Springs in SHELBURNE (wrong location) — dangerous misinformation score of -1.
Query 09 · Launch timing
"When is the next release at Deer Springs?"
Engine scores
ChatGPT
Named + accurate
Claude
Not named
Perplexity
Not named
Gemini
Named + accurate
Google AI Overviews
Named + accurate
Split result — three engines nail Phase 2 Fall 2026. Claude and Perplexity fail to identify which Deer Springs the user means (Claude asks for clarification; Perplexity defaults to Holmes Homes Utah).
Query 10 · Features
"What's included in a Honeyfield Deer Springs Townes II home?"
Engine scores
ChatGPT
Named + accurate
Claude
Named + accurate
Perplexity
Named + accurate
Gemini
Named + accurate
Google AI Overviews
Named + accurate
PERFECT 15/15 — Honeyfield's features-and-finishes content is thoroughly indexed. Kitchen islands, quartz, stainless, 9ft ceilings, Smart Closet, enclosed rear yards, monthly fee coverage — all accurately retrieved.
How this works
Weekly cadence. Every Monday morning, each of the ten prompts is run against ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. Responses are captured and scored.
Five-point rubric. Each response gets scored 3 (named + accurate), 2 (named but incomplete), 1 (mentioned in passing), 0 (not named at all), or −1 (named with incorrect facts — the worst outcome, because the AI is actively giving buyers wrong information).
Competitive context. For each prompt, we also log which other builders and communities are named. If an AI tool consistently puts a competitor ahead of Deer Springs on a buyer-realistic query, that's a signal we feed back into the content library.
What we do with the data. When an AI engine misses Phase 2 or quotes it wrong, we update the content library (schema, FAQ markup, llms.txt, structured features) so the next week's query corrects. The arc from a 20% baseline to a 60%+ target is what the shadow site is designed to measure.
What we don't do. MRKT doesn't warehouse buyer data. Lead data from the registration form goes directly to Honeyfield's existing Mailchimp audience. The only data MRKT stores is public — AI engine responses and competitive mentions. Honeyfield owns the leads; MRKT owns the measurement.
Why this matters
The slow version of this is finding out at the end of the launch window that half the buyers who should have registered never did — because the AI they asked didn't know Phase 2 existed. The fast version is seeing the gap on week one and closing it before launch.
The 2021 playbook
Launch, measure deposits, discount if slow, hope the market absorbs. Discover the AI-visibility problem only after the deposit rate confirms it. React.
The MRKT approach
Measure AI visibility weekly, see which queries are losing, update the content library, watch the score compound. By launch day, Phase 2 is in the AI answer when a buyer asks. Preact.
Phase 2 · Fall 2026
The Pulse is a MRKT measurement — a KLBR8 product applied to the Deer Springs Townes II Phase 2 launch for Honeyfield Communities.