It’s a type of search that gives an instant summary instead of a list of links. AI pulls facts from trusted places and writes a short explanation. You see that before you click.

No. It changes what SEO is.
Keywords and long lists of articles matter less.
Clear language, structured data and consistent facts matter more.

It compares your website, your PR, your external profiles and anything else it trusts. If the signals match, it becomes confident. If they don't, it guesses… or skips you.
Different AI platforms decide differently. ChatGPT leans on established authority. Perplexity rewards freshness. Google AI Mode draws on its existing index. The fundamentals: clarity, accuracy, consistency, work across all of them, but the emphasis varies.

Press coverage is independent, factual and stable.
AI prefers that over marketing copy.
If your deals and comments appear in the press, the system has something credible to work with.

Still useful, but not the main lever.
AI is reading meaning and intent now, not counting links.
Unlinked mentions and strong press signals often carry more weight.

GEO (generative engine optimisation) is the practice of preparing your business for AI-led visibility.
It focuses on clarity, consistency, structured data and PR-backed signals.

Yes, within reason.
You can’t control the wording, but you can control the inputs:

• Clear descriptions
• Consistent service language
• Factual PR
• Clean structured data
• Updated web pages

These shape how you’re interpreted.

Usually, because the system found mixed signals.
Different job titles, outdated pages, old PR or inconsistent descriptions confuse the picture.

Make your messaging stable across your:

• Website
• PR
• Social channels
• Google Business Profile
• Structured data

If everything matches, the drift stops.

Because property companies often have varied roles, multiple offices and lots of legacy content.
AI struggles with that unless the signals are cleaned up.

No. You need clean content.
Quality, clarity and consistency beat volume now.

Refresh your company description and service wording so it matches across your website and PR. Then check how each major AI platform currently describes you. The gaps between platforms are where the work starts.

If it’s still visible online, yes.
Old roles, old bios, old services - the system will read them unless you remove or update them.
Fresh content is also now actively preferred. Citation-first AI tools increasingly favour recent material over older equivalents, even when both are accurate. Keeping your most important pages current isn't only about removing what's wrong. It's about making sure what's right is still being chosen.

No. ChatGPT, Perplexity, Gemini and Google AI Mode often describe the same business in noticeably different ways. They cite different sources, weight different signals and emphasise different things.
The version of your firm one platform shows may be quite different from the version another shows. That's why visibility now needs to be tracked per platform rather than as a single number.

Agentic search is AI that acts rather than only describes. An agent can compare options, shortlist buildings, request information packs and arrange viewings on behalf of users.
For property firms, the implication is direct. AI agents read structured, machine-readable information. They will use what's on your website cleanly presented and overlook what's locked inside PDFs, images or buried prose.

More often than you used to. Citation-first AI tools now actively favour recent material, so a stable page from eighteen months ago is competing with a fresher version of itself.
There's no fixed rule, but the most important pages,  service descriptions, team bios, deal information, benefit from being reviewed every few months rather than left for years. Stable does not mean static.

Not entirely, and not yet. But agents will increasingly handle the early stages, shortlisting, fact-finding, initial enquiries, on behalf of users. The people they work for will still make the final decisions.
The practical implication is that the information AI agents read needs to represent you well. If they can't find the basic facts about a building or service, they won't include you in the shortlist they pass on to their user.

Three things, in order.

1. Check that your website describes your firm consistently.
2. Make sure your most important facts: services, locations, and deals are easy to read and easy to find. 
3. Look at how the major AI platforms currently describe you.