Key Takeaways:

• The way people search for property is shifting from traditional search engines to AI platforms. Similar to search engines, AI platforms prioritise the biggest and most comprehensive datasets, which currently belong to major property portals.
• By using new "AI property search optimisers," estate agents risk giving their property data to a third party platform, which could become the new gatekeeper of leads and traffic.
• Owning your own data is crucial for long term success. Agents should publish every property on their own website first to ensure they control the data funnel.
• To make a website AI friendly, agents should use structured data (schema markup), optimise for local search, keep listings and content fresh, and build authority through reviews and backlinks.

There’s a new buzz in the industry.
Shiny new tools launching, promising to get your listings in front of AI platforms like Gemini, ChatGPT, and Copilot. The pitch is simple: markets are consumer driven and as the public turns to AI over traditional search engines, agents need to make sure their properties can still be found.

And on the surface, it makes sense.
It’s not hard to imagine a buyer asking their AI: “Show me 3-bed semis for sale right now in Shipley.”

So yes, our competitors are right about one thing: the way people search for property is changing. But here’s where the warning comes in.

How AI Actually Chooses What to Show

AI works in a very similar way to search engines. It hunts for the biggest, most comprehensive datasets available.

If you Google “3 bed semi [local town]”, the top results are the major UK portals, not local estate agent websites.

AI is no different. When we asked ChatGPT the same question, three favicons appeared before anything else: the logos of the big portals.

And yet, interestingly, the answer the AI delivered linked directly to local agent's websites 90% of the time. In other words: the portals still hold the data crown, but the final click can end up with the agent. On the occasion it directed us to a portal instead of an agent's site, the AI clarified;

“Portals dominate search results (Zoopla, Rightmove, OnTheMarket). They’re highly authoritative, so they often appear first.

Local agents sometimes surface (e.g. “XYZ Estates Shipley”) if they’ve optimised their listings pages well or if they publish properties on their own domain instead of just portals. When that happens, I can point you straight to the agent’s site."

That’s encouraging for now. But it also proves the point: whoever controls the dataset, controls the funnel.

Portals know this and their traffic is at risk. They, and many others sensing the apex predator is weakened, will be frantically working on solutions to prevent your website being top of the search results and instead directing all that traffic their way.

What is the Risk of Sharing Your Data with AI Property Search Optimisers?

The temptation of these “AI listing optimisers” is obvious: plug in your CRM, and watch as your stock is made AI-friendly. Short-term gains, right?

But here’s the long-term problem:

That platform is now sitting on your property data.

They become the new gatekeeper that the monolith AI learns to prioritise.

Soon, all your leads flow through their ecosystem, not yours.

And when they control the traffic, they control the pricing.

Sound familiar? We’ve seen this movie before with the portals. Do you really want to repeat it?

Why Owning Your Own Data Matters?

Even ChatGPT agrees. When we asked it for things an estate agent could do to maximise their AI optimisation, this was literally top of the list:

“Own your listings on your own website. Make sure every property you’re marketing lives on your own domain, not just portals. Include structured data (schema markup for Offer, Property, PostalAddress) so AI can parse it easily.”

This isn’t about rejecting AI. It’s about making sure you stay the owner of your own success.

Publish every property on your own website.

Optimise your listings with structured data so they’re easily discoverable by AI.

Invest in your own brand’s visibility, rather than fuelling someone else’s.

🔑 8 Tips to Optimise Your Website for AI Property Search

1. Publish Every Listing on Your Own Domain
   1. Don’t rely on portals alone. Every property you market should have a dedicated page on your own site.
   2. Include high-quality photos, floorplans, EPC ratings, and full descriptions so your site becomes the authoritative source.
2. Add Structured Data (Schema Markup)
   1. Use schema types like Offer, Product, Property, and PostalAddress on your listing pages.
   2. This helps AI understand the property’s key facts (beds, baths, price, location) without guessing.
   3. Useful Tools: Google’s Structured Data Markup Helper or plugins for WordPress/Wix.
3. Optimise for Local Search
   1. Create landing pages for each area you serve: “Estate Agents in Bingley,” “3-Bed Semis in Esholt,” etc.
   2. Write content that answers local buyer/seller questions (“Average house prices in BD18”).
4. Keep Content Fresh
   1. Update your website as soon as listings change, new instructions, under offer, sold.
   2. Add regular blog posts or guides with local market insights (e.g. “What’s happening in Shipley property prices this month?”).
5. Build Trust with Reviews and Testimonials
   1. Publish client reviews on your own site, not just Google or portals.
   2. Add Review schema so AI can display your ratings.
6. Improve Technical Performance
   1. Make sure your site is mobile-friendly, loads quickly, and has clean URLs.
   2. Use compressed images and modern formats (WebP).
   3. Submit your sitemap in Google Search Console so AI tools can crawl your site easily.
7. Claim and Optimise Your Google Business Profile
   1. Ensure your NAP (Name, Address, Phone) is consistent across all platforms.
   2. Upload recent photos, post updates, and encourage reviews. This strengthens your local authority for AI and voice search queries.
8. Publish Original Market Data & Insights
   1. Share your own analysis: “Average time to sell in Shipley this quarter,” “Which areas are hottest for 3-bed semis.”
   2. AI values unique, local data — it makes your site stand out from generic portals.

The Propalt Approach: Tools That Put Agents First

At Propalt, we see what’s coming. Agents will be bombarded with offers of “AI tools” and “AI platforms” over the coming years. And in every case we’ve seen so far, one thing is the same: your success is being exported to someone else’s platform.

We’re doing things differently.

If you want an AI chatbot for your website, we’ll build it and you’ll own it.

If you want a property friendly AI, we’ll plug our AI into YOUR systems.

If you want to train an AI negotiator, the data will be on your servers, not ours.

Think of it this way: the other model is like leasing a car forever. You never own it, and you’re stuck with their fuel prices. With Propalt, you own the vehicle. You can choose where to refuel.

Final Thought

The future of search is AI-driven. That’s not in doubt.
The real question is: do you want your brand to be discovered on your own terms, or on someone else’s?

Protect your data. Own your listings. And don’t hand over the keys to the next industry behemoth.