Recently, I had the pleasure of visiting Google’s office and here’s what I learnt about the future of search, AI, and what it could mean for real estate.
Search is being rewritten. What was once dominated by keyword based searches is now evolving into a world driven by consumer intent, artificial intelligence, and digital independence.
During my short time at Google, one thing became abundantly clear: consumers are researching more than ever before.
On average, people interact with over 150 mobile touchpoints each day.
When it comes to big decisions, they’re visiting between 10+ different sites, asking questions, comparing, and going deep into the research funnel.
But the most dramatic change? The manner in which they are searching.
It’s no longer just “Real Estate South Brisbane” or “3 bedroom homes near me.”
Search queries have gone from simple two or three word phrases to long, nuanced questions which are often between 8 to 15 words.
Google shared that 15% of the searches it receives each day are random questions that Google wouldn’t normally see being asked. That’s a staggering insight into how unique and unpredictable consumer intent has become.
To meet this shift, Google has moved quickly. When users type in a question, Google no longer simply returns blue links.
It now attempts to answer the question directly using AI-generated content. Visuals, video, and multi-modal search tools like Google Lens are sky rocketing in search volume.
The entire search experience is becoming more intuitive, more intelligent, and increasingly visual.
Historically, search engines matched keywords to queries, but that model is evolving.
Google is now focused on understanding consumer intent, not just the words typed.
If someone searches “why is my pool green,” Google doesn’t just return links, it now explains the scientific reason (such as algae or chemical imbalance) and simultaneously serves up relevant ads, for things like pool pumps or cleaning services.
It’s a shift from keyword matching to intent driven solutions, blending answers and advertising in one seamless experience.
This shift poses a major challenge and a massive opportunity for the real estate industry.
Historically, real estate agents have relied heavily on portals to get in front of buyers and sellers.
But with search behaviours evolving, portals may no longer be the first place people go.
Google is already trialling shopping feeds for cars, and the real question is, could a similar shopping feed for homes be next?
If so, this could dramatically change how property is discovered, and give rise to a new generation of direct to consumer marketing.
To stay ahead, we need to rethink our approach. Here’s what will matter:
- Be first to market, on your own platform. Portals increasingly won’t have the first look at listings. Publish your listings on your own website first. Google prioritises helpful, original content and early visibility counts.
- Invest in your website. Build a destination that people want to visit. Don’t optimise for algorithms; optimise for humans. Unique, relevant, high quality content will win.
- Own your data. In a world of AI driven experiences, the businesses with deep data insights will outperform. Knowing your audience, their intent, and how to speak to them will become a core competitive advantage.
- Move away from channel by channel marketing. Rethink your funnel. Reimagine what performance looks like in a world where intent matters more than impressions.
The good news? While bigger players may be better resourced, Google is committed to levelling the playing field, making these tools more accessible to smaller businesses.
The message is clear: the way people search is changing fast. If we want to stay ahead in real estate, we need to change with it.
Because in a world where AI is driving discovery, being first isn’t just an advantage, it’s everything.
