Updated 20 September 2026: first published on Elite Agent in April 2025. The article has been refreshed as an AI basics guide to making property information clearer for people using search.
When I first explored conversational search in late 2024, I had plenty of questions. Would people still visit our websites? Would buyers ask more detailed questions? How would an agent know which information an AI answer had used?
Those questions grew out of an early experiment, rather than a forecast anyone could rely on. The practical task I would give a beginner now is smaller: take one property page and check whether it answers the questions a real buyer or tenant might ask.
You can use AI to help organise that review. The starting material should be your verified property facts, not whatever the model thinks it knows about the address.
How should I write listings for AI search?
Start with the reader. They need to understand the property, distinguish facts from promotional language and find the next step.
“Close to transport” might prompt useful follow-up questions: which service, which stop and how was the distance measured? A verified answer helps the person whether they arrive from a traditional search result, an AI answer or a link from a friend.
Google’s guidance for its AI search features says the established SEO foundations still apply. It does not require a special AI text file or special schema for inclusion. That guidance concerns Google’s features; it is not a guarantee of appearance in every AI service.
Build a fact sheet before drafting
For one listing, collect the details you are authorised to publish and record where each came from. Include dates for information that can change.
A fictional example might list three bedrooms, two bathrooms and two parking spaces. Those numbers are placeholders for this exercise. Your live page needs facts checked against the actual property information.
Treat measurements, travel times, school catchments and access to local facilities with particular care. Distinguish a walking distance from a straight-line distance. Do not turn “a school is nearby” into “the property is in its catchment”.
Write down the questions people actually ask at inspections or by phone. Remove personal information before using those notes with an approved tool.
Try this property-page review prompt
Help me review one real estate property page for clarity and usefulness.
Current page text: [TEXT]
Verified facts with sources and dates: [FACT SHEET]
Common buyer or tenant questions, with personal details removed: [QUESTIONS]
Compare the page with the fact sheet. Flag unsupported claims, conflicting details, vague wording and missing answers. Do not research or invent replacement facts.
Suggest a clear page structure and draft a short factual summary. Then draft answers to five relevant questions, using only the supplied evidence. Mark any question that needs a person to confirm the answer.
Keep the writing natural and useful to readers. Separate fact from interpretation, preserve source dates and do not promise search rankings, AI citations or personal outcomes.
Finish with a checklist for the agent before publication.Check what the reader can actually see
Review the revised copy against your source material. Keep useful details in readable page text, rather than placing the only explanation inside an image. Use descriptive links when another page holds the relevant answer.
Make it easy to understand who is responsible for the listing and how to ask a question. Update availability and other changing information through your normal publishing process.
If a technical issue prevents the page from being found or read, ask the person who maintains the site to investigate it. Adding more keywords will not repair an inaccessible page.
Measure useful visits, not just appearances
Record what you changed and when. Review the referrals your analytics can identify alongside enquiries and other meaningful actions. Some discovery paths will not be fully visible, so avoid treating one report as a complete account of how people found you.
If you test a question in an AI search tool, open its cited sources and compare the answer with the page. Note the date and question. One answer is a snapshot, not a stable ranking or proof that all buyers see the same result.
The aim is to make the property easier to understand and the next step easier to take. Useful, accurate information gives you something worth being found for.
The original version appeared in Samantha McLean’s AI Powered Agents newsletter. Read the refreshed source article on AI Powered Real Estate by Samantha McLean on Substack.