AI Search
PropTech and digital marketing specialist Nurtur outlines the strategies estate agents need to focus on to stay visible and competitive online in 2026.
While AI has dominated industry conversations for years, its rapid evolution means agents must adapt their digital marketing approaches to keep pace.
Nurtur highlights key trends – from conversational AI to voice-driven tools and AI-generated video – that are set to reshape how agents attract, engage, and convert buyers and sellers in the year ahead.
Ben Sellers, co-founder of Starberry, a Nurtur company, commented: “Video generators such as Higgsfield and Sora 2 can now turn still images into highly realistic video content, while next-generation image generators like Nano Banana 2 are significantly improving the quality and speed of visual production. For estate agents, this presents an opportunity to scale up high-quality property marketing and educational content more efficiently than ever before.”
He notes that while AI is transforming the way consumers search for information, it is also creating a new challenge, which is ensuring property websites remain visible in AI-powered search.
AI Optimisation (AIO)
One of the most important developments in this area is AI Optimisation (AIO), which is the process of structuring website content so that it can be easily crawled, understood and cited by AI-powered search engines and generative search platforms.
“As more consumers use AI tools instead of traditional search engines to research the property market, AIO will become essential for estate agents looking to maintain online visibility,” Sellers added.
Generative Engine Optimisation (GEO)
Alongside AIO, Generative Engine Optimisation (GEO) is also expected to become an important part of estate agents’ digital strategies.
While traditional Search Engine Optimisation (SEO) focuses on ranking highly in lists of search results, GEO focuses on ensuring content is structured in a way that allows it to be referenced within the answers produced by generative AI systems.
“AI is fundamentally changing the way people search for information online,” said Sellers. “Estate agents have traditionally focused on ranking in Google results pages, but increasingly the goal will be to appear within the answers generated by AI. That means structuring website content in a way that is clear, authoritative and easy for AI systems to understand and cite.”
Chatbots and AI-powered tools
AI chatbots are also expected to play a growing role in estate agency websites in 2026. These tools can provide 24/7 customer service, answering common questions, qualifying leads and even scheduling valuations or viewings automatically.
At the same time, AI-powered tools can help agents analyse campaign data and generate targeted content more efficiently, improving the precision of digital marketing campaigns.
Hyper-local SEO
Another major opportunity for agents lies in hyper-local SEO and content marketing. Creating content that addresses specific local market questions and targets hyper-local keywords can help attract highly motivated local buyers and sellers. “Estate agency has always been about local expertise, and digital marketing is finally catching up with that reality,” added Sellers. “Agents that create useful, locally focused content will position themselves as trusted authorities in their area while also improving their visibility in both search engines and AI-powered discovery platforms.”
Growing importance of short-form video
Video is also continuing to grow in importance, particularly short-form and immersive formats. Platforms such as TikTok, Instagram Reels and YouTube Shorts are becoming essential channels for quick property tours, neighbourhood highlights and educational property content designed to capture attention quickly. Meanwhile, immersive visual tools such as drone footage and high-quality 3D virtual tours are increasingly expected by buyers and sellers alike.
“Visual content is now a core part of property marketing rather than a luxury add-on,” said Sellers. “High-quality video, drone footage and 3D tours help build trust and allow buyers to engage with properties in a much more meaningful way before they even arrange a viewing.”
Alongside this shift toward video and immersive content, estate agents are also placing greater emphasis on visual storytelling and social proof.
Mobile first is crucial
Finally, a mobile-first experience remains critical. With the majority of property searches now taking place on smartphones, estate agency websites and listings must be fully optimised for mobile devices.
Features such as QR codes in office window displays or on marketing materials are also becoming increasingly popular, allowing passers-by to instantly access property details, virtual tours or valuation booking forms on their phones.
“Estate agency marketing in 2026 will be defined by three key themes, namely AI, hyper-local expertise and immersive visual content,” said Sellers. “Agents who embrace these trends and invest in their digital presence will be best placed to stand out, capture attention and convert leads in an increasingly competitive market.”
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