For years, the way people searched for property was quite predictable. Buyers would typically type “houses for sale in Gosforth” or “Jesmond estate agents” into Google. They would then scan the results and compare portals, agents, and listings.
That journey is starting to change.
Instead of relying just on short, keyword-based searches, consumers are increasingly asking full, detailed questions through AI tools and large language models. They are moving from fragment searches to conversational queries. Ofcom reports that 31% of UK adults used AI tools like ChatGPT or Gemini in 2025, up from 23% in 2023. Deloitte’s 2025 UK research shows even higher proactive use at 47% of the public. Looking ahead, Deloitte predicts that by mid-2026, 72% of adults in developed markets will have used AI search summaries. This signals a shift from browsing links to getting direct, AI-generated answers.
This doesn’t mean Google will disappear. However, it does suggest that the traditional search journey may become less prominent as AI is integrated into search engines, browsers, and everyday digital tools. The key change is not just about where people search, but how they expect to receive information: more directly, personally, and with context. In fact, as of January 2026, Apple have now backed their horse, collaborating with Google’s Gemini to power the AI on their devices.
This shift is already visible within the property sector itself. Rightmove has announced and now launched its app in ChatGPT, becoming the first UK property portal to do so. The app allows users to ask conversational property questions directly within ChatGPT, receive a carousel of matching live listings, and then click through to Rightmove for fuller details, filters, and agent contact options. That is a strong signal of where the market is heading: even the largest property platforms are now adapting to a world in which discovery begins not with a list of links, but with a natural-language prompt.
Property is particularly affected by this shift since property decisions are rarely straightforward. Buyers, renters, and investors seek more than just listings; they want interpretations. A buyer is more likely to ask, “Show me a period home in Whitley Bay around £350,000, within walking distance of strong schools and local amenities,” rather than simply typing “3 bed house Whitley Bay.” A seller might inquire, “Which agency has the strongest track record in Jesmond?” or “Who is most established in the Northumberland market?” These queries are not just searches; they are requests for judgment.
This is where GEO, or Generative Engine Optimisation, comes into play. If SEO focuses on helping websites rank well in search engines, GEO helps brands and websites appear clearly in AI-generated answers. In practice, this means making content easier for AI systems to understand, trust, summarise, and cite. It is less about pursuing keywords alone and more about providing the most useful and credible answers to real questions.
For estate agencies and property marketing, this has clear consequences. Richer property descriptions, stronger area guides, well-structured data, consistent information across platforms, and proof of real local expertise become more valuable. An agency that can clearly describe the character of a neighbourhood, the appeal of a school catchment, the advantages of a particular property type, or the realities of a local market may have an edge over one that simply uploads listings and relies on visibility.
Trust also takes on a different significance. In a traditional search journey, users often choose from a list of ranked links. In an AI-assisted journey, they may be presented with filtered recommendations or summaries. This makes authority, clarity, and consistency crucial. Brands that have invested in thoughtful content, strong local knowledge, and a credible digital presence are more likely to be seen as reliable sources.
Less emphasis on “how does your property rank” and more focus on “how does your property become the answer.”
For sellers, the implications are significant. Choosing an agent may shift from brand familiarity to which agency appears most authoritative when someone asks an AI tool who is best to sell a home in a specific area. For buyers, this means searches could become much more personalised, with results shaped not only by budget and bedrooms but also by lifestyle priorities, commute times, schooling, architecture, and long-term suitability.
This is why the future of property marketing is unlikely to be a choice between SEO and GEO. The strongest strategy is to use both. Search engines still hold great importance, and traditional optimisation remains essential. However, as AI-mediated discovery increases, property brands must consider whether their content is structured, detailed, and trustworthy enough to be highlighted in AI-generated responses.
For agencies that have already invested in written content, local insight, thoughtful presentation, and long-term brand authority (like Sanderson Young), this shift could be more of an opportunity than a threat. In a market where consumers increasingly seek answers rather than links, the brands that communicate with the most clarity and credibility may be the ones that truly stand out.
David Thirlwell
Head of Marketing
SANDERSON YOUNG