Last updated: August 2026
Rightmove now has an implementation inside ChatGPT. If you had said this sentence to most people in the real estate industry a year ago, it would have sounded like science fiction. Today, it’s simply the way an increasing number of buyers begin their search, typing “@Rightmove, three bed semi near good schools in Guildford” into a chat window rather than opening a browser tab at all.
This single fact tells you where the biggest player in the industry thinks interest is headed. This post is about what that means for everyone else.
The questions have not changed. Where do they go?
People still ask exactly the questions they always asked:
“Is now a good time to buy in Bristol?”
“What poll do I need for the half-thirties?”
“What is the average rental yield in Leeds?”
“How long does the transfer usually take?”
What has changed is where these questions arrived first. Increasingly, it is an AI assistant, not a search engine, and certainly not an agent’s website.
Early UK data of this detail is still catching up, but the direction of travel is clear enough elsewhere. In the US, NerdWallet’s 2026 Home Buyers Report found that 48% of people planning to buy a home in the next year say they have used, or plan to use, AI tools somewhere in the process, and a Realtor.com survey estimated overall use of AI for housing market information at 82% of Americans. Building Rightmove directly into ChatGPT is a signal to the UK industry that this shift is not a passing trend.
Where do these tools actually pull their answers from?
This is the part that’s worth getting right, because it’s really different from how Google ranking works. Tools like ChatGPT, Gemini, and Perplexity rely on a specific set of sources:
HM Land Registry and Gov.uk data. Financial advice articles. Digital PR coverage. Comparison sites. Review platforms. Structured data is present on your website. Expert commentary. RICS and Propertymark guidelines. Planning portal information.
Note how much of this list is official, professional, or government data, not marketing copy. This is a big difference from many other sectors. If your work is not referenced anywhere in this pool, the AI tool will have nothing to work with when your name might be relevant, and you will not be considered later in the journey.
What actually helps here
- Make your content sound like you’re explaining the options to a friend who wants clarity, not a sales pitch. AI tools tend to reproduce that tone when they summarize you, which means the record you write is almost as important as the facts themselves.
- Write in plain English about things people are confused about. Ownership versus freehold. What does a Section 21 notice actually mean? How do stamp duty differentials work? This is where truly useful content gets its place in the AI answer, rather than a generic “why choose us” page.
- Update anything related to legislation as soon as it changes. The Tenants’ Bill of Rights is a good living example of the type of compliance topic that buyers and landlords are actively researching today, and outdated content on a topic like this quickly damages trust.
Getting this stage right is not about keyword rankings. It’s about being one of the sources that the AI system is confident enough to repeat when someone asks a question that you can answer better than anyone else. If you want help making sure your content is set up to be found this way, our AI team can help.
the next: Once someone has a rough idea, how can they check if it is actually correct? Read “Is this agent legit?”
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