ChatGPT, Gemini and XAI now answering property questions that once went straight to Google, and this means estate agents are facing a new digital battleground and need to reassess their tactics to tackle it.
Ben Sellers, co-founder of digital marketing agency Starberry, part of Nurtur, points out that AI search is reshaping how buyers, sellers, landlords and tenants discover information, and websites that aren’t optimised for this shift are rapidly falling behind.
He has released an outline of 10 essential steps estate agents must take to ensure their websites are visible and recommended by the new generation of AI tools.
- Structured data is non-negotiable
AI tools don’t scan sites like humans, they parse data. Add schema.org structured data for properties, local business info, reviews, FAQs and more. This gives AI models the confidence to cite and summarise your content.
- High-quality, human-sounding content with built-in Q&A
“AI assistants answer user questions, so your content needs to be the answer,” advises Sellers. “That means investing in natural-sounding, hyperlocal, informative content and structuring it with clear questions and answers.”
For example:
“How long does it take to sell a house in [Location]?”
“What are average rental yields in [Postcode]?”
“Is now a good time to buy in [Town]?”
Sellers notes that these Q&As should feature across service pages, area guides and blogs. AI tools actively look for structured, conversational responses and will skip sites that don’t offer them.
- Topical authority and internal linking
AI doesn’t just value individual pages, it values site-wide expertise. Build topical clusters (e.g., ‘Selling your Home’, ‘Area Guides’, ‘Landlord Tips’) that link together to reinforce your authority. A strong internal linking structure makes your content easier for AI to trust and recommend.
- Pages built for AI and people
Sellers advises agents to forget fancy animations or bloated design. “AI tools favour websites with clean HTML, fast load speeds, and semantic headings. Make sure your site is mobile-first, crawlable and clearly structured with accessible content blocks,” he adds.
- Voice search, FAQs and natural language optimisation
AI tools are built for natural, conversational prompts. Add FAQs written in everyday language to pages:
“What’s the best area in [Town] for families?”
“Do I need an EPC to sell my home?”
“How much stamp duty will I pay?”
The more your site mirrors how people speak, the better your chances of being quoted by AI tools.
- Location, Location, Local SEO
“AI search thrives on relevance. Optimise your Google Business Profile, ensure NAP consistency, and write location-rich content that mentions local roads, landmarks, and services. Nurtur’s local SEO team notes that hyperlocal intent is often the missing link in AI visibility for agents,” Sellers comments.
- First-party data and lead capture
AI can drive traffic, but your site must convert it. Ensure every key page includes smart, accessible lead capture: instant valuations, newsletter sign-ups, instant chat, or gated local market guides. As the Nurtur team reminds agents: “Don’t just chase clicks – build conversations.”
- Authoritative backlinks still matter
AI tools assess content trustworthiness. Earning backlinks from trusted sources like local media, housing blogs, portals, and trade bodies, boosts your domain’s credibility and increases the likelihood of being cited by AI assistants.
- Freshness signals
Websites that go stale get overlooked. Regularly update your blogs, testimonials, property listings and insights. Nurtur advises building editorial calendars to keep content flowing because AI models rank freshness alongside authority.
- Use AI to optimise for AI
Use the tools yourself. Run prompts in ChatGPT or Gemini that your clients might search – “Best estate agent in [Location]” or “Selling my house quickly in the UK.” If your agency doesn’t appear, you’ve just identified a content gap to fix.
