For decades, visibility in the property market was dominated by two key factors: location and Google. If your estate agency ranked high for “flats for sale in Shoreditch” or “letting agents in Manchester,” you were winning the visibility game.
But the rules are changing.
More UK buyers, sellers, and renters are turning to AI tools like ChatGPT to ask property-related questions — and they’re getting answers instantly, without scanning pages of Google results.
They’re asking things like:
And here’s the challenge: ChatGPT doesn’t return links. It returns answers. If your business, content, or advice isn’t mentioned — you're invisible.
In this blog, we’ll break down how this shift affects UK estate agents, how AI search differs from traditional SEO, and what you can do to ensure your brand stays discoverable in the next wave of digital property search.
Google SEO has been the backbone of digital marketing for estate agencies. Success usually depends on:
This type of SEO still matters — especially for local intent (“letting agent near me”). But AI search changes how and where people discover information.
ChatGPT doesn’t “crawl” the web in real-time like Google. Instead, it generates answers based on:
So if a user asks, “Where should I invest in UK property under £250K?”, ChatGPT will draw from commonly referenced data — likely from high-authority sources, not your agency’s blog unless it’s well-cited or visible across multiple platforms.
You can’t “rank” on ChatGPT in the same way you do on Google. But you can position your agency or property platform to be discovered and mentioned more often. Here’s how:
Get featured, reviewed, or linked from:
The more frequently you’re mentioned in respected and structured spaces, the more “visible” you become to AI tools.
Use schema markup for:
This helps both Google and AI models understand what you offer — and increases your chances of being referenced accurately.
Content still matters — but now it needs to be answer-driven and shareable. Examples:
If that content is found, cited, or discussed elsewhere (e.g. forums, Quora, Reddit), AI models may pick up your insights over time.
Participate in:
ChatGPT learns patterns from publicly available conversations — and those discussions shape what it "remembers" about property trends, brands, and advice.
|
Feature |
|
ChatGPT |
|
Method |
Indexes and ranks websites |
Generates answers based on known data |
|
Optimisation |
SEO: keywords, backlinks, content |
Indirect: mentions, structure, authority |
|
Local discovery |
Strong (Maps, GBP, local search) |
Weak unless plugins enabled |
|
Paid visibility |
Google Ads, Property Portals |
Not available (yet) |
|
Visibility model |
Click-throughs to pages |
One-answer summarisation |
|
Content need |
Optimised for queries |
Optimised for clarity and AI training patterns |
Buyers, sellers, landlords, and renters are no longer just “searching” — they’re asking. AI-powered assistants like ChatGPT are becoming part of everyday decision-making, especially for major life choices like property.
And if you're not part of the answer, you're not even in the conversation.
Getting found in the AI search era requires more than page titles and meta descriptions — it takes structured content, authoritative mentions, and a strong digital footprint across platforms AI actually learns from.
If you’re a UK estate agent, proptech platform, or lettings company, now’s the time to ask:
If not — we can help.
Be the Answer in AI Search
The future of property discovery is changing. We’ll help you build the structure, content, and visibility to show up in both Google and AI-powered platforms like ChatGPT.
✅ Structured content for AI & SEO
✅ Visibility in trusted UK property channels
✅ Real-world strategies for conversational discovery