If you’re an estate or letting agent, you’ll know just how competitive the property market can be. Whether you’re attracting new landlords or trying to win the next big instruction, visibility is everything. But the way people search has changed.
Today’s buyers and sellers want answers fast. They’re not just turning to Google anymore – they’re using ChatGPT, AI Overviews, Perplexity and voice assistants to ask questions and get instant results. In many cases, they’ll get what they need without ever clicking on a website.
That means if your agency isn’t showing up and standing out – across all of these platforms – you could be missing out on serious business.
The good news? With a smart real estate SEO strategy that blends traditional best practice with AI-focused tactics, you can build a stronger online presence and a steady pipeline of high-quality leads.
Understanding the new search landscape – why it’s vital for real estate digital marketing
Search isn’t just about ranking on Google any more. Platforms like ChatGPT, Google’s AI Overviews, Perplexity and Gemini are fast becoming the new gateways to visibility. And for estate agents, that changes the game.
These platforms pull their answers from multiple sources across the web – not just websites, but also online reviews, structured data, business listings and content that’s been optimised for clarity and trust. The goal? To give users what they need, instantly. And it’s working. Recent stats show that over half of searches now end in zero-click answers – people get what they came for without ever landing on your site.
If your estate or letting agency isn’t being cited or surfaced by these AI tools, there’s a real risk of being invisible in the moments that matter. That’s especially challenging in property, where local presence and timely lead generation are everything.
💡 Insider tip: Want to boost your chances of being picked up by AI? Start by making sure your agency’s content is structured clearly, factually accurate, and easy to summarise. AI platforms favour content that reads like an answer – so think FAQs, explainers and local insights that directly address what your clients are searching for.
🔗 Further reading: We’ve broken down the latest developments in AI search and how to optimise for it – including how LLMO (Large Language Model Optimisation) and GEO (Generative Engine Optimisation) are reshaping SEO as we know it.
Why traditional SEO foundations are still critical for property marketing
While AI search is reshaping the landscape, traditional SEO still lays the groundwork for visibility – especially for estate agents targeting local leads.
Local SEO
For real estate agents, Google Business Profile (GBP) is your digital shopfront. A fully optimised GBP – with accurate info, fresh photos, and regular updates – helps you appear in map pack results, which are vital for location-based searches like “estate agent near me”.
Local directories and citations (like Yell, Rightmove or Zoopla listings) also boost your local authority.
Onsite SEO
Your website still needs to speak search engines’ language. That means a clean site structure, properly tagged pages, and content that includes the right keywords – especially location-based terms like “flats to rent in Wimbledon” or “estate agents in Richmond”.
Mobile-friendliness is also non-negotiable. If your site is slow or clunky on a phone, you’re hands down losing leads.
Technical SEO
Behind the scenes, search engines need to crawl and index your site efficiently. This means checking site speed, fixing broken links, and using schema markup to highlight key info (like property types, opening hours, or reviews).
Schema also helps AI platforms understand your business more accurately.
Link building
Backlinks – links from other credible websites – still send strong trust signals to search engines and AI tools alike. For estate agents, this might include features in local publications, sponsorships, or partnerships with conveyancers and mortgage brokers.
🔗 Further reading: We’ve covered more SEO must-dos for estate agents in our Digital Marketing for Real Estate guide.
How to optimise your property website for AI-driven search?
AI tools like ChatGPT, Perplexity and Google’s AI Overviews don’t just pull content from thin air. They scan high-quality, trusted sources – and summarise answers based on what they “see” as the most relevant, well-structured content.
That’s where topical authority comes in. The more useful, consistent and credible your content is across your site (and beyond), the more likely AI is to treat it as a reliable source. You’re aiming to become the go-to expert on your local market – not just a business name, but a knowledge hub.
To do that, you need to focus on:
- Clear, structured answers: Break down complex topics into FAQs, listicles, and how-to guides. Write in concise, natural language that AI models can easily reference.
- Expert commentary: Share your own perspective on the local property market. Add your voice to news updates, market trends and seasonal advice – it boosts both trust and visibility.
- Conversational tone: Many people use voice search to ask questions like “What’s the average house price in Surbiton?” or “Is now a good time to sell?” Make sure your content reflects how people speak – not just how they type.
🔗 Want to know how AI decides what to surface – and how to influence it? Read our guide to Ranking in LLMs
💡 Want to know how to build trust signals that matter? Our E-E-A-T guide breaks it down.
Content is STILL king – but it needs a makeover
You’ve probably heard it a hundred times – “content is king”.
But here’s the truth in 2025: generic blog posts won’t cut it.
If you’re not answering the specific questions buyers and sellers are asking in your area, you’re missing a huge opportunity.
Hyper-local, useful content is what sets estate and letting agents apart. Think beyond “how to stage your home” and get into topics like:
- “Best streets to live in Wimbledon Village”
- “What buyers in Richmond ask most about schools”
- “Rental trends in Surbiton: What landlords need to know this year”
This kind of content doesn’t just support SEO – it builds trust, proves your local expertise and gives you something valuable to share on social media or in emails.
Real-life examples work wonders too. Showcase client success stories, talk about how you helped a buyer find their dream home, or explain the journey behind a record-breaking sale.
📝 Need ideas? Check out our guide to creating high-value content for estate agent websites 🔗
📣 Or explore our advice on content marketing in the property sector 🔗
What real estate agents can do TODAY to improve online visibility and lead generation
You don’t need a complete website overhaul to get started. Here’s a shortlist of quick wins that can help you boost visibility – both on traditional search engines and AI platforms.
✅ Audit your website for clarity and trust
Make sure visitors instantly know who you help, where you operate and why you’re the right choice. Include team bios, professional photos, client logos, and up-to-date contact details. Clarity builds confidence – for both people and algorithms.
✅ Improve your Google Business Profile
Add photos of your team and office, post regular updates, respond to reviews, and make sure all business info is 100% accurate. This can help you rank higher in the local map pack and reinforces your local credibility.
✅ Add AI-friendly FAQs
AI platforms love structured answers. Add a simple FAQ block to key pages with direct, concise responses. For example:
- What’s the average house price in [location]?
- How long does it take to sell a home in [location]?
- What paperwork do landlords need in [area]?
✅ Create content with local and expert relevance
Write blog posts or landing pages tailored to your niche and area. Instead of “Tips for Sellers,” try “Selling a Flat in Kingston: 5 Things You Need to Know.”
The more specific and expert-led, the better your chances of being picked up by AI tools.
✅ Encourage happy clients to leave detailed reviews
Ask past clients to mention what you helped them with – e.g. “Acme Property Agency got us a buyer for our house in Teddington in just 10 days.” These details build trust with both readers and search algorithms.
Ready to improve your real estate agency’s online visibility?
Today, SEO for real estate agents is about so much more than just ranking in Google. It’s about showing up with authority across the whole search landscape – from ChatGPT to voice assistants.
With the right strategy, estate and letting agents can turn search into a steady stream of high-quality leads – not just traffic.
💬 Need help getting your real estate agency found online and becoming THE go-to answer for your local audiences?
Get in touch with Figment for a tailored SEO and AI search optimisation plan that helps you stay visible, relevant – and ready for the future.
