SEO and AI search for estate agents
More valuation requests from Google, not from the portals
Vendors and landlords search before they pick an agent. We work on the pages, listings and reviews that decide who they find, in Google and in AI answers, and we count the valuation requests that come in.
Client result · UK property firm
Cited by Google's AI in a month
We rebuilt its valuation page. Within a month, Google's AI Overview cited it for the firm's main valuation searches, and it still did when we checked on 9 November 2026.
Another client: ChatGPT was its largest single source of website enquiries in October 2026.
Google Analytics
HubSpot AEO
Ahrefs Academy
Semrush SEO
BrightLocal AcademyWhat SEO can win for an estate agent
SEO brings vendors and landlords who search for an agent or a valuation in your area to your own site. It won't replace Rightmove or Zoopla for buyers and tenants looking at listings. So the work goes into the searches that lead to instructions, not the ones that lead to property listings.
What it can win
- Valuation requests from vendors in your branch areas
- Landlords looking for a letting or managing agent
- A place in the map pack for "estate agents near me"
- A mention when someone asks an AI tool for an agent
What it won't do
- Outrank the portals for "houses for sale in" searches
- Fill your diary in the first month
- Make up for reviews you don't have yet
- Work without the valuers who answer the calls
The searches that lead to instructions
We sort your searches into four groups, and give each group a page that answers it.
| Group | What people type | Who is searching | The page that should answer |
|---|---|---|---|
| Valuation | house valuation [town], how much is my house worth | Vendors, often months before they sell | Your valuation page |
| Choosing an agent | estate agents in [town], best estate agent in [town] | Vendors comparing two or three agents | Your branch page and Business Profile |
| Landlords | letting agents [town], fully managed lettings [town] | Landlords with one property or a portfolio | Your landlord page |
| Reputation | [your agency] reviews, [your agency] fees | People who already have your name | Reviews, fees page, About page |
Each branch on Google Maps
For "estate agents near me", the map pack comes before the normal results. Each branch needs its own place there.
A Business Profile per branch
Correct category, hours, services and photos, with posts each month and the branch page as its link.
Reviews that keep coming
A simple way to ask after each sale or let, and a reply to every review. No paid or swapped reviews.
Listings that match
Your name, address and phone shown the same on Bing Places, Apple, Yell and the property directories.
Valuation and landlord pages that earn the request
These are the pages that bring instructions, and on most agency sites they are the thinnest. We rebuild them around what a vendor or landlord wants to know before they fill in a form.
A valuation page has
- Recent local prices, in a table people can read
- The valuers by name, with the areas they cover
- What happens at a valuation, and how long it takes
- Answers to the questions vendors ask on the phone
A landlord page has
- Fully managed and let only, side by side, with fees
- What you handle: checks, deposits, safety certificates
- Your memberships and client money protection
- A rental valuation form apart from the sales form
For the property firm above, the rebuilt valuation page had a local heading, a local price table, the valuers by name and an FAQ.
Area pages, with a simple test
"A page for every town" often ends up as twenty copies of the same page. Google treats those as one weak page, or ignores them.
Our test: swap the town name for another. If the page still reads as true, it isn't a local page yet. A page passes when it has facts only that area has: recent sales, the streets you cover, the branch and the valuer who works there.
Your site and your property feed
Most agency sites get their listings from a CRM such as Reapit, Alto, Jupix or Street. The feed can cause problems Google notices.
- Sold and let listings that turn into error pages
- The same property at two or three addresses
- Slow listing pages on a phone
We check what your feed sends to the site and tell you what your web or CRM supplier needs to change.
AI search
When a vendor asks ChatGPT for the best agent in town
AI answers name two or three agents. They take those names from the pages they can read: your site, your reviews, the directories and local news. For a sale worth thousands in fees, that short list matters.
We agree a fixed list of questions with you, for each branch area. Each month we ask ChatGPT, Perplexity and Google's AI the same questions, save the answers and count how often you are named, and which sites the AI used instead.
Example questions, for one branch area
- Who is the best estate agent in [town]?
- Which letting agent in [town] do landlords recommend?
- How do I get a free house valuation in [town]?
For the property firm above, Google's AI Overview cited its valuation page within a month, and still did on 9 November 2026.
How we count valuation requests
A form sent from a page doesn't tell you where the person came from. So we track each request by its source, and keep sales and lettings apart.
Every form, by source
Search, ads, portals, AI or direct, logged with each valuation and landlord request.
Calls counted too
Many vendors phone. Call tracking shows which calls came from search.
One plain report a month
Requests by source, sales and lettings apart, next to the searches and pages that moved.
Your first 90 days
Month 1
Audit, tracking by source, Business Profiles and listings put right, and the first AI check as a baseline.
Month 2
The valuation and landlord pages rebuilt, feed problems sent to your supplier, review requests running.
Month 3
Branch and area pages that pass the fact test, a second AI check, and a review of what moved.
Results from client work
From each client's own Search Console and Analytics, with the dates. Client names are withheld.
UK property firm
- Valuation page cited in Google's AI Overview within a month of the rebuild
- Still cited for its main valuation searches when we checked on 9 November 2026
UK executive search firm
- Clicks from Google a week more than doubled, from 282 to 593 (June against October 2026)
- ChatGPT was its largest single source of website enquiries in October 2026
Price and contract
Monthly plans start at £740, and most multi-branch agencies fit the Multi-location plan. An audit is £480, credited against your first month. You pay month to month and can stop with 30 days' notice.
See the plansWhat we won't do
- Promise a position or a number of instructions
- Buy links, reviews or listings on paid lists
- Build town pages with no local facts on them
- Keep your accounts or pages if you leave
FAQ
Questions estate agents ask
The questions we answer most on calls. Anything else, ask us directly.
We pay for Rightmove and Zoopla. Why do we need SEO?
The portals serve buyers and tenants. Vendors and landlords choosing an agent search Google, look at the map pack and, more and more, ask an AI tool. Those searches lead to your own site, where the instruction starts.
How long before we see more valuation requests?
Business Profile and page fixes can show within weeks. For the property firm above, the AI Overview cited the rebuilt valuation page within a month. Positions usually take a few months to settle, and every area is different.
Should we have a page for every town we cover?
Only where you have something local to say. A page with recent sales, the streets you cover and the valuer for that area helps. Twenty copies with the town name changed don't.
Do you work on sales and lettings together?
Yes, with separate pages and separate tracking, so you can see vendor and landlord requests apart.
Will ChatGPT recommend our agency?
Nobody can promise that. What we can do is give it clear facts to read, on your site and on the sites it cites, and check every month how often it names you.
Our site was built by our CRM supplier. Can you still work on it?
Usually, yes. The audit shows what we can change ourselves and what needs your supplier. We write those requests for you.
We have several branches. Is that one plan?
Yes. The Multi-location plan covers up to five branches, each with its own Business Profile, branch page and AI checks.
See who comes up for your town
The free check shows which agents ChatGPT and Google's AI name today. Or talk it through with Robin.