We all know that AI is having a major impact on estate agents and the wider property industry, transforming how properties are marketed, managed, and sold, but the greatest difference this emerging technology makes on the sector could be yet to come.
The investment interest in AI start-ups by some of the tech industry’s big players, shows both the importance of AI and how many view shifting consumer behaviour. A prime example is the recent news reports of Apple’s interest in Perplexity, according to Ben Sellers. co-founder of Starberry, part of Nurtur.
Sellers believes that if Apple does go ahead with a reported $14bn acquisition of Perplexity AI, which launched less than three years ago, it will not just be making headlines – it will be redrawing the map for how people search online.
“As someone who’s spent decades helping brands grow their visibility online, I believe this is a major inflection point for SEO,” he commented.
Why does this matter? Sellers notes that Perplexity is an AI-native answer engine that is fast, citation-focused, and incredibly user-friendly.
“Apple integrating that tech into Safari or Siri would mean answers come directly from your device – no browser, no list of links, no ads – just a natural answer, sourced live from trusted content across the web,” he added. “That changes the rules. Traditional SEO such as targeting keywords and chasing rankings isn’t going to cut it in a world where AI chooses what gets cited.”
What should agents be doing to prepare for an AI-powered landscape?
According to Sellers, the team at Nurtur have already been adapting their client’s strategies to ensure they are optimised for an environment that takes into account the growing importance of AI search.
He notes that there are a number of aspects that agents need to include in their digital strategy, including:
+ Structured data everywhere – Ensuring content is wrapped in schema markup so it’s readable and retrievable by AI engines.
+ Citation-first content strategy – We help brands produce content that earns trust and is more likely to be cited as a source.
+ Real authority-building – It’s no longer just about backlinks. We focus on quality signals, first-party data, and unique insights AI can’t just remix from elsewhere.
+ Conversational optimisation – We’re mapping content around the kinds of natural questions people actually ask – because that’s what AI assistants now surface.
“While Google is still the most used search engine, more and more people are using AI to supplement their searches. SEO is no longer just about search engines. It’s about being visible in AI-generated answers. And it’s happening faster than most people realise,” advises Sellers.
What to expect next? Sellers answers: “If this deal closes, and all signs suggest Apple’s exploring it seriously, we’ll likely see Perplexity-powered answers integrated across iOS. That means content creators, marketers, and developers will need to rethink how people discover and engage with information. There’s huge opportunity here, especially for estate agents, local businesses, and niche brands that want to be the answer, not just one of the search results.”
Sellers believes this marks a seismic shift. But like all big changes in digital, it opens doors for those ready to adapt early. “This generation has a front row seat to the evolution of technology; they can either adapt or be left behind. We are making sure that our clients are not sitting on the sidelines and watching the future of search unfold; we’re actively engineering SEO strategies that thrive within it,” he concludes.
That’s a great, forward-looking question. The real estate industry is already feeling the first waves of AI transformation, and it’s only going to accelerate. Estate agents who prepare early will have a significant competitive advantage.
Here’s a practical list of what estate agents should be doing now to get ready for an AI-powered landscape:
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1. Audit and Modernise Your Data
Data is the fuel for AI. If your property, client, and transaction data is fragmented or locked away in old systems, start centralising it.
Ensure your CRM is clean, structured, and up to date.
Digitise any paper records that might be valuable for training models or automating processes.
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Start experimenting with AI-powered tools for:
Lead qualification and nurturing (chatbots, autoresponders)
Appointment scheduling
Automated property descriptions and marketing copy
Valuation models and pricing suggestions
Aim to free up time so your agents can focus on high-value client interactions and negotiations.
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3. Improve Your Online Presence and Content
AI search and recommendation engines increasingly drive how buyers and sellers find agents.
Invest in:
SEO-optimised, high-quality content (blog articles, guides, videos)
Professional photography and virtual tours (AI can enhance and stage photos)
Consistent branding across channels
Start using AI tools to generate and test content ideas that resonate with your target audience.
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4. Upskill Your Team
Provide training on:
Using AI tools safely and effectively
Understanding AI-generated insights (e.g., predictive buyer behaviour)
Ethical and transparent use of AI in customer interactions
Encourage a growth mindset, so your people embrace AI rather than fear it.
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5. Explore Predictive Analytics
Use AI to:
Identify likely sellers before they list
Predict which buyers are serious
Forecast market trends in your area
Early adopters will be able to target and serve clients more precisely.
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6. Strengthen Data Privacy and Compliance
AI relies on sensitive data. Be sure your systems comply with:
GDPR and other data regulations
Ethical guidelines around bias and transparency
Build clear policies on how customer data is stored, used, and shared with AI platforms.
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7. Personalise Client Experiences
Leverage AI to:
Tailor property recommendations
Customise marketing communications
Offer smart follow-ups based on client behaviour
The more relevant you are, the more loyalty you’ll build.
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8. Keep an Eye on Emerging Tools
Some areas to watch:
Generative AI for property marketing
AI-powered contract analysis and conveyancing support
Smart home integrations and IoT-enabled property management
AI-driven negotiation support tools
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9. Collaborate Rather Than Compete with AI
Remember, AI is an assistant, not a replacement.
The human elements—empathy, trust, nuanced advice—will remain your differentiators.
Use AI to augment your expertise, not to replace your judgment.
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If you like, I can help you build a tailored action plan or training programme for your agency, or recommend specific AI tools to pilot. Just let me know!
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