Buyers now ask an assistant which agent to trust.
which agent to trust
Before a portal, before a referral, people describe their situation to ChatGPT and ask what to do next. We run ChatGPT Ads and answer visibility for real estate brokerages and agents, so your name is in that reply. Commercial-intent conversations rose from 13.9% to 19.2% of the total in a year.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind ChatGPT ads for a real estate business.
a real estate business
The prompts buyers and sellers actually type, placements bought against genuine market demand, the local evidence that makes an assistant name your agents, and tracking that ends at a signed listing agreement.
Prompt and market mapping
Placements inside ChatGPT
Local evidence and answer visibility
Tracking to the signed agreement
What a seller types before they interview agents.
The questions are long and personal: what a home on a given street is worth now, whether to sell before buying, what a listing agent's fee covers, how long homes are sitting in that school catchment. Buyers ask their own version about neighbourhoods, commutes and what an offer needs to look like today.
We map that prompt set by neighbourhood, price band and situation — first purchase, upsizing, downsizing, relocation, investment — and use it to decide where a placement is worth buying and where clear market content will win the mention on its own.
- Prompt sets built per neighbourhood and price band
- Buyer and seller conversations mapped separately
- Listing, valuation and fee questions answered honestly
- Investor and relocation demand tracked apart
19.2%
of ChatGPT conversations now carry commercial intent
Buy the surface before every brokerage arrives.
The field is filling fast but is still small. Active advertisers rose from 2,585 to 3,770 in one week after the spend floor came down, and 72% of US answers already carry an advert. Very few of those advertisers are brokerages or individual agents.
We build campaigns the way a real estate business needs them: coverage matched to the areas you genuinely serve, budgets weighted to when enquiries get answered, and copy that names the market, the service and the evidence rather than calling the agent a trusted local expert like every other advert. Fair housing rules shape the targeting and the wording from the start.
- Campaigns structured by market, price band and service
- Fair housing compliance built into targeting and copy
- Budgets weighted to your response times
- Spend coordinated with your existing search programme
3,770
active advertisers on ChatGPT in one measured week
72%
of US ChatGPT answers analysed that carried an advert
Assistants name the agents the web can verify.
Ask for an agent in a specific area and the model assembles its reply from your profiles, your reviews, your market content and the portals and directories that list you. Sparse or inconsistent records mean a vague answer, and a vague answer names somebody else.
We rebuild that evidence with our AI search visibility and SEO teams: agent profiles, neighbourhood pages, sold history written as usable market commentary, and consistent details everywhere you appear. 97% of property purchases still begin at a search engine, across 13 billion queries a year, so the same work pays twice.
- Agent and brokerage profiles made consistent everywhere
- Neighbourhood and market pages written for people, not portals
- Reviews and sold history published as real evidence
- Assistant answers monitored market by market
97%
of real estate purchases that still start at a search engine
13B
real estate search queries a year
Reported in appointments, not impressions.
A real estate lead only matters if it becomes an appointment and then an agreement. Real estate search leads averaged $102.51 in 2026 at a 3.70% conversion rate and a 7.61% click-through rate, and WordStream reports the same $102.51 figure for the category. That is the arithmetic we report against.
Assistant reporting remains coarse, so we build measurement that does not rely on it: tracked numbers, form attribution, CRM stamping, and one view across channels from our analytics team. Each month you get a written read on what an assistant-sourced valuation appointment actually cost.
- Call tracking and CRM source stamping verified before launch
- Cost per enquiry and per appointment reported by market
- Assistant-sourced enquiries separated from portals and search
- A written monthly read, not a dashboard link
$102.51
average real estate cost per lead on search in 2026
3.70%
average conversion rate for real estate search ads
average real estate cost per lead on search in 2026
first-time buyer share of the market, the lowest since 1981
Written read on enquiries and appointments
Ad accounts, profiles, content and data in your name
We made the difference for those brands
Beauty, personal care & wellness
Healthcare & regulated services
Healthcare & regulated services
B2B software, fintech, insurance
Food & beverage
B2B software, fintech, insurance
Consumer tech and platforms
Food & beverage
Healthcare & regulated services
Home essentials, appliances, kitchen & pet
Home essentials, appliances, kitchen & pet
B2B software, fintech, insurance
Consumer tech and platforms
Consumer tech and platforms
Beauty, personal care & wellness
Creative, content, arts & culture
Food & beverage
Beauty, personal care & wellness
Healthcare & regulated services
Food & beverage
Home essentials, appliances, kitchen & pet
Creative, content, arts & culture
Consumer tech and platforms
Home essentials, appliances, kitchen & pet
Consumer tech and platforms
Beauty, personal care & wellness
Apparel and lifestyle
Apparel and lifestyle
B2B software, fintech, insurance
B2B software, fintech, insurance
01 — The challenge
Portal leads cost more and convert like strangers.
Buying attention in real estate has rarely been dearer. The average real estate search lead reached $102.51 in 2026, converting at 3.70%, and portal leads arrive with no relationship attached. Meanwhile the first conversation now often happens with an assistant, where an agent is either named or invisible.
“A seller told our agent the chatbot had shortlisted three brokerages for her street. We were not on the list.”
The relationship still decides the business: 91% of buyers say they would use their agent again, and 91% of sellers worked with an agent.
02 — Our approach
Earn the mention, then buy the placement.
We start with the free half. Agent profiles, brokerage records, reviews, neighbourhood pages and sold history are the evidence an assistant reads before deciding whom to name, and most firms have gaps there that close in weeks. That work lifts ordinary local search at the same time, which is where the overwhelming majority of purchases still begin.
Then we map the questions buyers and sellers really ask in your markets, split by neighbourhood, price band and situation, and decide where paid placements are worth buying. Campaigns follow the real estate markets you genuinely serve, with copy that names the market and the evidence instead of claiming local expertise. Fair housing rules shape targeting and wording from the first draft.
Tracking goes in before the first impression: tracked numbers, form attribution and CRM source stamping, read alongside your portal and search spend. Every month you get a written note on cost per enquiry and per appointment by channel. Accounts, content and data stay in your name throughout.
03 — What we did
Evidence first, placements second, appointments measured.
Local evidence rebuilt so assistants can name your agents, prompts mapped by market, placements bought carefully, everything tracked to a booked appointment.
Weeks 1-2 / Baseline
How assistants describe you today
What ChatGPT answers when a buyer or seller asks for an agent in each of your markets, recorded before anything changes.
Weeks 2-4 / Evidence
Profiles, reviews and market pages
Agent profiles made consistent, reviews put in order, and neighbourhood pages written as genuine market commentary.
Month 2 / Launch
Placements bought against real demand
Campaigns built by market, price band and service, with fair housing compliance settled before launch.
Ongoing / Prove
Cost per valuation appointment
Enquiries and appointments attributed by source and reviewed monthly against portal and search spend.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
The ad accounts, the profiles, the market content and the tracking are all in your name from the first week.
Assistant visibility audit
What ChatGPT and other assistants say today when someone asks for an agent in each market you serve.
Buyer and seller prompt map
The questions people ask before choosing an agent, grouped by neighbourhood, price band and situation.
Profile and evidence rebuild
Agent profiles, reviews, sold history and neighbourhood pages put in order so assistants can name you.
Campaign build and copy
Placements, budgets and ad copy written to fair housing rules and to the market you actually cover.
Call and CRM tracking
Tracked numbers, form attribution and CRM source stamping verified before the first impression.
Monthly reporting pack
Cost per enquiry and per appointment by channel, with a written note on what moved and what happens next.
HOW WE WORK
Operating standards, not promises.
Operating standards
Listing and valuation demand
Sellers weighing timing, fees and preparation months before they interview anyone.
ExploreBuyer representation
Buyers researching neighbourhoods, commutes and offer strategy long before a viewing.
ExploreInvestors and relocation
Out-of-area buyers who rely almost entirely on published evidence to pick an agent.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
EN
EN
EN
FR
FR
FR
FR
FR
FR
FR
FR
EN
FAQ
Questions brokerages ask us
Do buyers and sellers actually use ChatGPT to choose an agent?
Enough of them that being absent is now costly. The share of conversations with commercial intent rose from 13.9% to 19.2% in a year, and the real estate pattern is consistent: describe the situation, ask what a home is worth, ask who handles that street well. We record what assistants say about your markets before we begin, so you can judge your own position rather than take our word for it.
How is this different from portal leads?
Portal real estate leads are rented and arrive without a relationship; this work builds a named presence in the conversation that precedes any portal visit. The economics differ too. Search leads averaged $102.51 at a 3.70% conversion rate in 2026, while assistant placements are still thinly contested by brokerages. We run both and let cost per booked appointment decide the balance.
How do you handle fair housing compliance?
It shapes the work from the first draft rather than being checked at the end. Targeting is built on geography and property characteristics, never on protected characteristics, and copy is written to describe homes and services rather than the people who should live in them. Every advert goes through a documented review before launch, and we keep that record for your broker.
What budget should a brokerage start with?
Small and measured. A few hundred a month beside your existing search and portal spend is enough to learn whether these placements produce real appointments in your markets, and we would rather prove that than sell a large retainer. The heavier piece is the profile and market content work, which is a one-off build that keeps returning value whether or not campaigns run.
Can individual agents use this, or only brokerages?
Both, though the shape differs. A brokerage usually needs consistent evidence across many agent profiles and neighbourhood pages; an individual agent needs depth in one or two markets and a steady flow of recent reviews. The visibility half matters more for solo agents because it costs nothing per click and compounds through the year.
How do we know an appointment came from ChatGPT?
We build the attribution ourselves rather than trusting platform reporting. A tracked number, landing paths that identify the source, CRM stamping at enquiry and a short 'how did you hear about us' field feed one view in our analytics layer. It is not flawless and we will not pretend otherwise, but it is honest enough to move budget with confidence.
Should we publish market data and listing content for this?
Yes, and it is usually the highest-return part. Assistants summarise the clearest available source, so genuine neighbourhood commentary, sold history explained in plain words and honest answers about fees get quoted back to buyers and sellers. Thin pages padded for search engines do not survive that summarisation, which is why the content plan is written for people first.
Is the market still worth advertising into?
The mix has shifted rather than shrunk. First-time buyers fell to 21% of the market, the lowest share recorded since 1981, while 91% of sellers still worked with an agent and homes sold at a median 99% of final list price. Equity-rich movers and repeat clients now carry the volume, and they research far more before they call.
How quickly will we see results?
Placements can produce enquiries within weeks, while the visibility work that gets your agents named builds across a quarter. We report the two separately so you always know which part is paying its way. In month one we would rather show a handful of well-attributed valuation appointments than a large click count nobody can tie to a listing.
Does this replace our SEO?
It leans on it heavily. Consistent profiles, real reviews, strong neighbourhood pages and clean structured data are what both an assistant and a search engine read, and firms already running SEO start well ahead. We run one content plan across both and report assistant visibility alongside ordinary rankings rather than duplicating the work.
Are other brokerages already advertising there?
Very few, which is the opening. Active advertisers rose from 2,585 to 3,770 in a single week across every category worldwide, and real estate is barely represented. Placements remain cheap to test while that lasts, and the visibility work underneath keeps paying long after the auction gets busier.
Who will be working on our account?
A named senior paid media strategist with a local search specialist alongside, and the same people stay with your account rather than passing it to a rotating queue. You will know their names, you can email them directly, and the person who wrote your plan reviews the numbers with your team every month.
.webp)
.webp)
