SP-2 target agencies: first 30 for CallumAI (Spain)

Built 10 Oct 2026 from public sources only. No agency was contacted and no enquiry was sent. Context: docs/research/2026-10-10-spain-estate-agent-channel.md.

Method. Long list: 269 A Place in the Sun (APITS) advertisers across Málaga, Valencia region (mostly Alicante), Murcia and Almería, from the APITS agent directory. "APITS n" is that agency's listing count there on 10 Oct, a rough lead-volume proxy. Kyero blocks automated fetching (JS challenge), so "Kyero" means a search-indexed Kyero profile or listing; "not found" means not found, not absent. 67 agency websites were scanned (home, team, about, services pages) for FX partner links, chat or AI widgets and CRM fingerprints. YOH = listed on Your Overseas Home (Smart-aligned). [unverified] marks thin size or ownership evidence.

Ranking. 1-10 = first wave: right size, English-first, UK-facing, no FX partner, AI chat or Inmovilla visible. 11-14 are clean reserves. 15-23 fit well but show an FX partner on site (switch pitch, second wave). 24-30 carry other flags.

1. Ranked list

Alternates: Hamiltons (Moraira; site blocks bots), Ferrando (Moraira; Kyero a3898, YOH; website not found), Next House Almería (Albox; Spanish-default site), Paco House (Lorca; Currencies Direct partner), 2Let2Sell2Buy (Camposol; 2 British owners), Resort Villas Murcia (3; also builds), Olive Properties (Bédar; very small).

Excluded: Spanish Homes Online (tenant 1). Incumbent co-branded: Casas Manuel (Smart co-branded landing page), Selling Sunset ES (A Place in the Sun Currency co-branded link). Visible AI chat: Mayrasa ("Teddy"), Murcia Services (chatlab AI plus Lumon referral link), Simply Spanish Homes (chatlab AI plus Currencies Direct), Condado Invest (chatlab AI), Ideal Country Property and AN Properties (Property Portal Marketing AI chatbot). Size: Bromley Estates (65+ staff), StartGroup (500+ listings, 3 offices; headcount unverified). Too small or closed: Solmar (2, office closed), Orange Casas (2), Hello Spain (2 named). Also: Top Ten Marbella (markets "no automated bots"), Mar Menor Management (mostly rentals), multi-region volume sellers and portals (Your Dream Home Spain, Hilton International, TEKCE, Medland, Mediter, Spot Blue, Homes Overseas, Huspy).

2. Mystery-shop protocol: the 9pm test

Goal: one comparable number per agency (time to first useful human reply), measured the same way for all 30, shown to the owner next to CallumAI's time on the identical message.

• Who, from where. One CT colleague local agents don't know (not Tom), under their real first name, from the UK. A pay-as-you-go UK mobile with WhatsApp and a new webmail address used only for this; no VPN. One enquiry per agency; real questions only; no invented budget, buying story or viewing request; nothing that triggers valuation or legal work.
• What to send. Pick one live mid-priced resale listing the agency also advertises on Kyero or APITS; log the ref and URL. Send through the enquiry form or email on the agency's own listing page (it lands in the same inbox as portal leads). Use the Kyero or APITS form instead only after checking the portal's user terms allow it [unverified]; never both. Identical text for all: "Hi, I'm looking at [ref] on your website. Is it still available, and roughly what are the annual community fees and IBI? I'm in the UK, so WhatsApp on +44 7xxx is easiest. Thanks, [first name]"
• CallumAI side. Same night, send the same text to the CallumAI demo and screenshot the reply. Devbox runs measure about 10-11 s per model call plus a 3.5 s debounce (~/dev/callum-ai/HANDOFF.md); quote only the time measured that night.
• When. Tue, Wed or Thu at 21:00 UK (22:00 Spain; both change clocks on 25 Oct, so the gap holds). Spread the 30 over two weeks. Avoid holiday weeks (12 Oct, 1 Nov, 6 and 8 Dec), local fiestas, and SIMED week (12-14 Nov), when owners are away.
• What to log (one sheet row each). Agency, listing ref, channel, send time (UTC and Spain), tester. Autoresponder yes/no and time (logged, not counted). First human reply: time, channel (email, WhatsApp, phone), clock time elapsed, Spanish business hours elapsed (our convention: Mon-Fri 09:00-19:00). Quality: answered availability? answered fees and IBI? asked a qualifying question (timing, budget, finance, viewing)? moved to WhatsApp or a call? follow-ups within 7 days? Intel: FX partner named unprompted; CRM or autoresponder fingerprints. Stop at 72 h ("no reply in 72 h").
• Close and data. After the first human reply, or at 72 h, close politely: "Thanks, that's everything I needed for now, no need to follow up." Redact staff names in screenshots; keep raw replies to Tom plus one; delete them 90 days after the pitch.
• How to show it without embarrassing anyone. Owner or director only, one to one; never in front of staff; never name or show the person who replied. Say up front that CT ran the test and why. Order: the market, their number, CallumAI's. "UK agents average 229 business minutes and 39% don't reply promptly (Homeflow, via PIE); in the US 47% of enquiries get no reply (DelPrete). Your office: first reply 14 h 05 m later, by email. The same message to CallumAI that night: [x] seconds, on WhatsApp, with a qualifying question." Blame the hour, not the people: nobody should be answering at 22:00. If they were fast, say so first, then show what CallumAI adds (qualification, CRM notes, FX opt-in) and the Sunday-night case. Compare only with the anonymised median of agencies tested, never a named rival. Offer to rerun the identical test at pilot day 60 as the success measure (also our own day-60 number). Leave a one-page card with three numbers: theirs, the cohort median, CallumAI's. No screenshots of their staff's messages.

3. For Tom: check before each pitch

1. FX tie-ins on their site. 15 of 67 scanned sites name an FX partner: Currencies Direct affiliate links (Javea Home Finders, Castles, Voss, Spanish Property Choice, Simply Spanish Homes, Paco House); Smart (The Spanish Estate Agent services page, Casas Manuel co-branded page, Vincent testimonial); Lumon (Paradigm, Murcia Services); APITS Currency (Selling Sunset); GC Partners (Almeria Casas, Coles, Orange Casas). Ask what it earns them; CallumAI sits alongside it, non-exclusive, with the FX question asked in chat after opt-in.
2. Portal and network ties. YOH listing (Vincent, SF Properties, Quality Homes, Ferrando, Casas Manuel, Bromley); APITS Live exhibitors (APITS Currency staff work the shows); offices near incumbents (Currencies Direct around Camposol and Mazarrón, APITS Currency in Cabo Roig, Smart in Mijas).
3. Tenant-1 overlap. Spanish Homes Online covers Costa Blanca South (Orihuela Costa, Villamartín, Torrevieja, Quesada, La Zenia, Algorfa) and Costa Cálida. Clear it with SHO before approaching Vincent, 79Estates, Villas Fox, Barclays or Murcia golf-resort agents.
4. CRM and bots. Inmovilla shows in the page code of Cómpeta Properties, Quality Homes and 1Casa: ask whether its WhatsApp qualifier is on. Six sites already run website AI chat, mostly bundled by web vendors (Property Portal Marketing, chatlab.com), so pitch WhatsApp plus portal leads plus CRM notes, not "a chatbot". Check write-back for Resales Online, Inmobalia, Witei and Infocasa.
5. Who signs. Owner names are on the team pages; watch brands and multi-office firms (Hamiltons, Spanish Property Choice, Cómpeta Properties) where head office decides.
6. Buyer mix. Ask the split of UK-resident buyers, Brits already living in Spain, and Dutch, Belgian, German or Scandinavian buyers (several agencies are Dutch- or German-run). This feeds the open question of whether CT can serve EU residents.
7. TV agencies (Hamilton Homes, Spanish Property Choice, Casas Manuel on C4's "Sun, Sea and Selling Houses"): extra care with the test result; a strong showcase if they sign.
8. Before live use: SP-1's legal pack, then about three weeks per agency for Meta business verification (~/dev/callum-ai/analysis/compliance-and-platform-risk.md).