In this episode, Sam and Phil share recent experiments with ChatGPT and Perplexity, testing how these tools answer the question, “Who is the best estate agent in Windermere?” and what that means for your agency’s online profile. How is AI already impacting consumer journeys and estate agency marketing, both behind the scenes and in public perception?

Find out how to use your information to get better AI visibility and why giving AI a specific persona in your prompts can create more tailored results, but don’t forget to fact-check the generated content before using it!

You can adopt AI without losing the personal touch, by utilising it for low-level tasks which will help you stay ahead of the game as technology continues to move quickly.

Here’s how we can help you to IGNITE your agency:

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Some key takeaways:

➡️ Consistent branding across all digital platforms boosts your agency’s standing in AI-generated search results.

➡️ Your agency’s narrative is shaped by both your own content and external third-party sources, both of which should reinforce your position in the market.

➡️ Leveraging AI for research, copy ideas, and workflow automation can create a competitive advantage, but accuracy must always be fact-checked.

Some great moments:

✅ “We’re trying to make sure we’re manipulating AI searches to make sure they come to us, but actually they’re going to third parties. So we have to make sure the third-party data is also singing our praises.”

✅ “Whatever we think the reasons are that we should be considered to be somebody’s first choice of estate agent in the Lake District for selling a high value home, Perplexity are one step ahead of us—they’ve decided those four reasons are reasons we should be chosen.”

✅ “AI does something called hallucinating. So it makes up a fact because otherwise it’s got a gap in its copy or its narrative or its point. So you’ve got to be really careful.”

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