How do AI platforms like ChatGPT choose which estate agents to recommend?

And what does this mean for your website? The way people search for estate agents is evolving. While Google remains the go-to for most - with Maps, star ratings and organic listings still leading the way - more and more users are now turning to AI chat platforms like ChatGPT, Gemini and Copilot to find recommendations and advice.

So how do these AI systems decide which agents to recommend? And how can estate agents make sure their websites are ready for this new era of “chat search”?

Let’s break it down.

How AI platforms like ChatGPT gather their information

Unlike Google, ChatGPT doesn’t continually crawl the web updating it’s knowledgebase. It’s pre-trained on a vast dataset of public information — including websites, articles, online reviews, and structured data sources — during chats this is then combined with what’s known as real-time retrieval when web browsing is enabled. That means it pulls from a mix of historic knowledge and depending on the chat criteria, online sources as well.

When you ask ChatGPT something like “Who’s the best estate agent in Whitefield?” it doesn’t just give you a random name. It looks for signals of credibility and trust from across the web. In our tests, ChatGPT cited the following as key factors:

Local presence: How visible the business is in the Whitefield or M45 area.
Review quality and volume: Review platforms like allAgents and Trustpilot are often used as benchmarks, since they’re widely recognised and structured in a way AI models can easily interpret.
Transparency and performance: Mentions of valuation accuracy, fee fairness, and customer satisfaction data.
Service coverage: Whether the agency handles both sales and lettings, if relevant to the search.

Essentially, AI tools act like smart aggregator, pulling together indicators of reputation, reach and relevance.

Google search vs AI chat search

Here’s where the two differ.

Google and AI chat platforms work very differently when deciding what to show a user. Google relies heavily on traditional SEO signals such as backlinks, mobile performance, domain authority and the information in your Google Business Profile. Its results are constantly refreshed, depending on how often each site is crawled — sometimes within minutes, sometimes within a few weeks. What you see is a list of links and map listings designed for people to click, compare and explore.

AI platforms like ChatGPT work on a different basis. Their recommendations come from credibility signals, sentiment analysis and verified review data, with context playing a big role in shaping the answer. Instead of showing a long list of options, AI tools summarise and simplify, giving users a concise explanation or a shortlist based on what they asked. Their data is a mix of trained information and occasional real-time retrieval, depending on the platform and settings.

Because of these differences, the optimisation focus shifts too. Google rewards strong keyword use, local SEO and a technically sound website structure. AI platforms lean more towards brand trust, consistency across your online reputation and clear, structured information that can be interpreted confidently.

In short: Google rewards technical optimisation and visibility, while AI platforms reward clarity, consistency, and reputation trust.

What this means for estate agents

Estate agents have spent years focusing on Google rankings, and rightly so. But now there’s a new layer to consider: AI visibility.

To appear favourably in AI-driven results, your online presence needs to be understandable and credible to these systems. Here are some quick wins:

1. Strengthen your review presence

AI models rely heavily on structured review data. Make sure you have a strong, consistent presence on allAgents, Trustpilot, and Google Reviews, and that you’re regularly collecting fresh feedback.

2. Use clear, structured website data

Schema markup (such as LocalBusiness and Review schema) helps both Google and AI tools interpret your content correctly, especially when it comes to your office location, opening hours, and services.

3. Build local authority

Maintain a strong local footprint online. Mention your town or area naturally across your site and social content. For example: “Estate agents in Whitefield offering expert sales and lettings services across M45.”

4. Showcase transparency

AI search tools value honesty and clarity. Include details like average sale times, valuation accuracy, or client satisfaction scores where possible.

5. Keep your content human and relevant

While AI tools analyse data, they also read for tone. A clear, trustworthy and helpful tone (supported by engaging design and UX) signals reliability to both users and algorithms.

The conclusion lies in the bigger picture

Google search isn’t going anywhere - people will always want to see and compare agents via websites and maps. But AI chat is fast becoming a new gateway to those searches.

For estate agents, this means one thing: your online presence needs to do double duty. It must be optimised not only for search engines, but also for AI understanding.

As specialists in estate agent web design, we’re already helping agents adapt their estate agents websites to be both SEO-friendly and AI-search ready, with clear structure, strong local signals, and credible review integration.

How we can help

Because in the new search landscape, the best estate agency website design isn’t just about looking good - it’s about being found, trusted, and recommended everywhere people are searching. Navigating the new AI landscape is a tall order and you are likely to need a little help.

At PropertyStream, we build search-friendly websites, create search friendly content and support businesses with ongoing SEO/AEO services that help you reach bigger audiences across every search platform. So whether landlords, sellers, investors or developers are looking for you on Google or AI tools like ChatGPT, your brand will stand out.

Google vs ChatGPT: How are people finding you online?