More contacts with AI optimisation

The search for property knowledge has changed in recent years. Google remains the most important place for owners to look for estate agents – but in addition, more and more people are using artificial intelligence (AI) such as ChatGPT, Gemini or Perplexity to get quick and understandable answers to their questions.

For you as an estate agent, this means:
You must now be visible both for Google and for AI systems.
Together, they determine whether property owners end up with you.

1. Why search behaviour is changing

In the past, people used short keywords such as:

“estate agent Cologne”
“sell house Munich”

Today, they often ask full questions – similar to a conversation:

“How do I find a good agent to sell my house in Munich?”
“Should I sell my house now or wait?”
“Which agents specialise in listed buildings in Potsdam?”

These questions are answered directly by AI systems, rather than showing a long list of websites. Strong content on your website increases the likelihood that these systems will use you as a trusted source.

2. What AI means for estate agents

AI does not replace Google – but it becomes a second major channel through which owners gather information.

For estate agents, this is a great opportunity:

If your website provides clear, helpful answers, shows local relevance and demonstrates real expertise, the chances rise that AI systems will mention your business as an example or recommendation.

At the same time, Google – especially for local estate agent searches – remains extremely important.
You therefore need dual visibility: Google + AI.

3. What type of content AI prefers

To ensure AI systems use and cite your website, they look for:

✓ Content that truly answers a question
No advertising, no jargon – just clear, simple explanations.

✓ Local relevance
The more specific the location, the better: districts, regions, surrounding areas.

✓ Trust signals
Reviews, transparent information, easy-to-read text – all indicators of credibility.

✓ Well-structured, easy-to-read content
Short paragraphs, subheadings, clear formulations.

4. How to write content that performs well in Google and AI searches

a) Write hyperlocal content

Hyperlocal means: content that focuses on very specific small areas.

Examples:

“Price trends in Ehrenfeld 2024”
“What owners should consider when selling in Hamburg-Altona”
“Renovation tips for homes around Celle”
“Checklist for listed properties in Konstanz”

The more specific and helpful the content, the more likely it is to be used and recommended.

b) Write clearly and simply

To help both Google and AI understand your text:

Write as you speak – without technical jargon
Answer the question directly
Use clear sentences
Add subheadings

Example of a clear question + answer:

“Selling a house in Munich-Pasing – what owners should know now”
→ short explanation of key points
→ tip on the current market and demand situation
→ suggestion to seek professional advice

5. Micro-landing pages: Small pages with big impact

A micro-landing page is a small webpage that answers exactly one question – for example:

“How do I find a good agent in Cologne-Porz?”
“Is it worth selling a house in the Bavarian Forest right now?”
They work extremely well for both Google and AI because they:
have a clear topic
give a direct answer
are locally relevant
are easy for visitors to understand

This is how a micro-landing page should be structured:

Question as headline
Short explanation of the issue
Core answer in 2–3 sentences
Detailed sections with local facts
Checklist or practical tips
Contact option (form, call-back request, valuation)

The most important point:
Quality is crucial. Quickly generated AI text is usually not enough.
Content should always be revised and enriched with local expertise.

6. Turning visibility into leads

Being visible is one thing – generating enquiries is another.

To turn website visitors into real contacts, use:

clear contact forms
downloadable guides or checklists
short call-back forms
clear calls-to-action (“Request valuation now”)
follow-up emails or automated nurturing

The key is a system that centralises all leads, follows up reliably and ensures nothing gets lost. BOTTIMMO provides this.

7. How to check whether your content works

Many tools – including AI tools – do not show exactly how often your site is used.
Still, you can assess your visibility effectively:

Simple methods

Ask ChatGPT or Gemini for “estate agent in [region]” and see whether your content is mentioned.
Check which pages of your website receive the most visits.
Review which content is searched for independently (e.g. via Google Analytics).
Important indicators:
- How long do visitors stay on the page?
- How many fill in a form?
- Which topics attract more attention?

Update regularly

Content should be updated at least every few months, especially market reports and local tips.

8. What makes your website more attractive for Google & AI

Technical basics (easy explanation)

Your website should load quickly.
Content must be clearly structured.
Your contact details should be written consistently everywhere (name, address, phone).
Reviews should be visible and current.
Press mentions or local references strengthen your expert profile.
A clean, well-maintained website appears trustworthy – for Google, AI and property owners.

💡 You do not need technical solutions for this – most steps can be implemented without coding skills.

Conclusion: How estate agents stay visible today

Key takeaways:

Google remains essential – AI adds an additional layer.

People search using full questions, not just keywords.
Local, clear and genuinely helpful content is preferred.
Micro-landing pages offer major opportunities.
Quality beats quantity.
Content must be updated regularly.
The right mix of a good website, clear answers and simple contact options generates new leads.

If you follow these principles, both Google and AI-based search systems will recognise you as a competent, local point of contact for property owners.