{"id":61501,"date":"2025-08-12T11:35:09","date_gmt":"2025-08-12T11:35:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/61501\/"},"modified":"2025-08-12T11:35:09","modified_gmt":"2025-08-12T11:35:09","slug":"agent-websites-10-critical-fixes-in-the-battle-with-ai","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/61501\/","title":{"rendered":"Agent websites: 10 critical fixes in the battle with AI"},"content":{"rendered":"

\t\t\"Ben<\/a>Ben Sellers of Starberry<\/p>\n

ChatGPT, Gemini and XAI now answering property questions that once went straight to Google, and this means estate agents are facing a new digital battleground and need to reassess their tactics to tackle it.<\/p>\n

Ben Sellers, co-founder of digital marketing agency Starberry, part of Nurtur, points out that AI search is reshaping how buyers, sellers, landlords and tenants discover information, and websites that aren\u2019t optimised for this shift are rapidly falling behind.<\/p>\n

He has released an outline of 10 essential steps estate agents must take to ensure their websites are visible and recommended by the new generation of AI tools.<\/p>\n

Structured data is non-negotiable<\/p>\n

AI tools don\u2019t scan sites like humans, they parse data. Add schema.org structured data for properties, local business info, reviews, FAQs and more. This gives AI models the confidence to cite and summarise your content.<\/p>\n

High-quality, human-sounding content with built-in Q&A<\/p>\n

\u201cAI assistants answer user questions, so your content needs to be the answer,\u201d advises Sellers. \u201cThat means investing in natural-sounding, hyperlocal, informative content and structuring it with clear questions and answers.\u201d<\/p>\n

For example:<\/p>\n

\u201cHow long does it take to sell a house in [Location]?\u201d<\/p>\n

\u201cWhat are average rental yields in [Postcode]?\u201d<\/p>\n

\u201cIs now a good time to buy in [Town]?\u201d<\/p>\n

Sellers notes that these Q&As should feature across service pages, area guides and blogs. AI tools actively look for structured, conversational responses and will skip sites that don\u2019t offer them.<\/p>\n

Topical authority and internal linking<\/p>\n

AI doesn\u2019t just value individual pages, it values site-wide expertise. Build topical clusters (e.g., \u2018Selling your Home\u2019, \u2018Area Guides\u2019, \u2018Landlord Tips\u2019) that link together to reinforce your authority. A strong internal linking structure makes your content easier for AI to trust and recommend.<\/p>\n

Pages built for AI and people<\/p>\n

Sellers advises agents to forget fancy animations or bloated design. \u201cAI tools favour websites with clean HTML, fast load speeds, and semantic headings. Make sure your site is mobile-first, crawlable and clearly structured with accessible content blocks,\u201d he adds.<\/p>\n

Voice search, FAQs and natural language optimisation<\/p>\n

AI tools are built for natural, conversational prompts. Add FAQs written in everyday language to pages:<\/p>\n

\u201cWhat\u2019s the best area in [Town] for families?\u201d<\/p>\n

\u201cDo I need an EPC to sell my home?\u201d<\/p>\n

\u201cHow much stamp duty will I pay?\u201d<\/p>\n

The more your site mirrors how people speak, the better your chances of being quoted by AI tools.<\/p>\n

Location, Location, Local SEO<\/p>\n

\u201cAI search thrives on relevance. Optimise your Google Business Profile, ensure NAP consistency, and write location-rich content that mentions local roads, landmarks, and services. Nurtur\u2019s local SEO team notes that hyperlocal intent is often the missing link in AI visibility for agents,\u201d Sellers comments.<\/p>\n

First-party data and lead capture<\/p>\n

AI can drive traffic, but your site must convert it. Ensure every key page includes smart, accessible lead capture: instant valuations, newsletter sign-ups, instant chat, or gated local market guides. As the Nurtur team reminds agents: \u201cDon\u2019t just chase clicks \u2013 build conversations.\u201d<\/p>\n

Authoritative backlinks still matter<\/p>\n

AI tools assess content trustworthiness. Earning backlinks from trusted sources like local media, housing blogs, portals, and trade bodies, boosts your domain\u2019s credibility and increases the likelihood of being cited by AI assistants.<\/p>\n

Freshness signals<\/p>\n

Websites that go stale get overlooked. Regularly update your blogs, testimonials, property listings and insights. Nurtur advises building editorial calendars to keep content flowing because AI models rank freshness alongside authority.<\/p>\n

Use AI to optimise for AI<\/p>\n

Use the tools yourself. Run prompts in ChatGPT or Gemini that your clients might search \u2013 \u201cBest estate agent in [Location]\u201d or \u201cSelling my house quickly in the UK.\u201d If your agency doesn\u2019t appear, you\u2019ve just identified a content gap to fix.<\/p>\n","protected":false},"excerpt":{"rendered":"Ben Sellers of Starberry ChatGPT, Gemini and XAI now answering property questions that once went straight to Google,…\n","protected":false},"author":2,"featured_media":61502,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,86,56,54,55],"class_list":["post-61501","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/61501","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=61501"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/61501\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/61502"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=61501"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=61501"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=61501"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}