How an answer is put together
Ask an assistant who the best estate agents are in your town and it does not look anything up in a list of agents. It reads what it can find about the agencies in that area, from its own training and, more and more, from a live search, and writes a paragraph naming the ones it can describe with confidence.
Who should I get to value my house?
Two agents come up most for selling here. Your Agency publishes what it has sold street by street and books valuations online, and one other firm is well reviewed.
So the question is not how to rank. It is whether the things an assistant reads about your agency are clear, consistent and good.
What your website has to do
- Say the plain facts in plain words. Who you are, where you are, the towns and postcodes you cover, what you do. On the page, in text, not only in a picture or a menu.
- Answer the questions vendors ask. What homes are selling for in your streets, how long it takes, what a valuation involves. A page that answers a real question is a page worth quoting.
- Carry structured data. A small block of code that states your business details in a form machines read reliably. There is a type for exactly this, RealEstateAgent.
- Be quick and readable without tricks. Text that only appears after heavy scripts run is text some tools never see.
- Consider an llms.txt file. A short plain summary of the business for AI tools. Not every tool reads it yet, and it costs almost nothing.
The same facts, everywhere
An assistant trusts what agrees. If your website, your Google Business Profile, the portals and the directories give three versions of your name, two addresses and an old phone number, it has less reason to be sure about you than about the agency next door whose details match everywhere.
Pick one exact form of the agency's name, address, phone number and the areas you cover, and make every listing say exactly that. It is dull work, and it is one of the most useful things on this page.
What other people say about you
Assistants lean on what others say, not only on what you say about yourself. Three kinds of mention help most:
- Reviews in your customers' own words, on the platforms people check, answered by you.
- Local press: the market report the paper quotes you in, the charity event, the new branch.
- Trade directories and lists in your own industry, which assistants read when asked who is good.
What we have done on our own site
We sell this work, so we do it on our own site first. agentkit.pro has an llms.txt file, structured data describing the studio, its prices and every article, questions and answers marked up so assistants can read them, and pages that answer what agents actually ask when they are choosing a web studio. Every fact about another company is checked against that company's own website every week and withdrawn if it stops being true, because an assistant that finds one wrong fact has a reason to doubt the rest.
It went live in September 2026. From here we will check, at regular intervals, whether assistants name us for the questions agents ask, and publish the before and after on this page, whichever way it goes.
Guides on this
What should an estate agent website include?
A sold record, reviews and valuation booking for vendors; full listings for buyers; the company, EPC and material information the law requires.
How can an estate agency get more valuation requests from its website?
Pass the vendor's check and make booking easy: proof, a local record, a fast page on a phone and a day and time to choose. Then measure bookings, not visits.
More on the guides page.
Questions
Can anyone guarantee that ChatGPT will recommend my estate agency?
No, and be wary of anyone who says they can. An assistant decides what to name each time it answers. What can be done is to make your agency the easiest one in your area to describe accurately, and then check whether it is being named.
What is GEO?
Generative engine optimisation: the work of getting named when somebody asks an AI assistant instead of typing into a search engine. SEO gets you into a list of results. GEO is about being one of the two or three names in the answer.
Does ordinary SEO still matter?
Yes. Assistants that search the web read many of the same pages a search engine ranks, and Google now puts its own AI answer above the links. Good SEO is the foundation; being named is built on top of it.
What is an llms.txt file?
A short plain text file at the root of a website that tells AI tools, in their own terms, what the business is and which pages matter. It is a newer convention and not every tool reads it, so treat it as a useful extra rather than a switch.
This work is part of Patch Builder, alongside a new local page every month.