It’s only April and this year, we’ve officially moved away from the old search-and-scroll habit and according to research, 84% believe AI-powered search tools will become the primary way buyers search for property in the future.
Both Google and OpenAI have moved beyond being simple research tools to become active assistants that sit right between your brand and your customers. Here are some of the ways that AI is changing housebuilder marketing.
Introducing Personal Intelligence
Currently only available in the US, Google’s Gemini has launched “Personal Intelligence”, which securely connects information like Gmail, YouTube and Search to offer a more personalised search experience. Personal Intelligence has two key advantages: analysing complicated information and finding specific details in your files, such as emails or photos.
This means that AI will now understand a buyer’s profile much better than any traditional tool ever could. By looking at a buyer’s search history and files, AI can make suggestions based on their exact needs. Personal Intelligence might recommend your development because it knows a user needs a nearby nursery or is looking for something more energy-efficient. And as this filtering happens before the buyer even sees your website, it becomes more important than ever to ensure your website is clear enough for AI to make the connections.
The launch of ads in AI
We are also seeing advertising move directly into the conversations we’re having with AI. Ads now show on ChatGPT based on the topic of a user's conversation, past chats and past interactions with sponsored content. This means that buyers may discover relevant homes or buying schemes whilst actively exploring options or working towards a purchasing decision.
For those in the new homes marketing industry, it means that your brand might show up as a natural suggestion when relevant to what a potential buyer is searching for. The task is to ensure your marketing offers are timed and content is structured so that they appear exactly when the AI identifies a buyer who is ready to move.
Rightmove meets ChatGPT
One of the most practical examples of how AI is changing the way people buy homes is with the new Rightmove integration within ChatGPT. Earlier this year, Rightmove launched its own app inside the ChatGPT directory, allowing users to search live property listings without ever leaving their chat. A user can now tag "@Rightmove" and ask a specific question, like if ChatGPT can find a four-bed home near great schools for a specific budget in a new city.
For housebuilders, this means your listings can be pulled into a conversational carousel where the AI explains why your specific plot is the perfect fit for a buyer. It moves the discovery of your homes into a much more personal space, where the AI is effectively "pitching" your development based on real-time data.
The move to agentic search
The next phase of this evolution is “agentic” technology, led by Google’s latest advancements in AI and agentic technology and emerging browsers like ChatGPT Atlas. While access to these tools is currently limited, it is expected that they’ll become widely available to UK searchers later this year.
With this in mind, we are now moving towards a buyer being able to ask AI to find a home, compare the specs, then handle the logistics, like sending an enquiry or arranging a viewing directly through the chat. For housebuilders, this makes both your content and technical performance more important than ever. The more structured and accessible your property data is, the easier it is for these agents to “see” and recommend your homes.
How do changes to AI impact housebuilders?
Because AI relies on the information it finds across the web, your blogs, guides, and FAQs are effectively the source material for the AI tools that your buyers are using every single day.
At MMS Marketing, we focus on creating content that both looks good to the person reading it and ensuring your website is structured to be understood by the technology that is now guiding the modern house hunt. If you’re looking to become a helpful, trusted source in an online world that is moving faster than ever and ensuring your developments are the ones that get recommend, get in touch with our property marketing experts here.
FAQs: AI in the property market
How do I make my new development easier for AI to find and recommend?
The best way to improve your visibility is to make sure your website has clear, helpful content that answers the specific questions buyers are asking during their research. Well-organised data, detailed area guides, and clear FAQs are essential if you want to be picked up by AI search tools.
Are buyers using AI to find homes?
Yes, it is a very real trend, and it's especially strong among younger people and first-time buyers who are comfortable using technology to solve problems. They use these tools to compare different locations, work out their budgets, and simplify the legal side of a purchase before they contact a developer.
Can AI replace a sales advisor during the homebuying process?
No, because buying a home is a huge emotional decision that requires a level of trust and empathy that only a human can provide. AI provides the initial facts and figures, but human advisors provide the specific expertise and reassurance needed to get a buyer through to completion.
