Property Portals & Agents,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about property portals & agents — and record exactly which brands they put forward. Right now, Zoopla owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Zoopla is the default answer.
Named in 28% of property portals & agents answers, typically in position 1.9. Rightmove follows at 27%, OnTheMarket at 17%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Zoopla | 28% | 1.9 | 38% | 53% |
| 2 | Rightmove | 27% | 1.6 | 18% | 31% |
| 3 | OnTheMarket | 17% | 2.9 | 10% | 33% |
| 4 | TravelTime | 7% | 1.5 | 8% | 67% |
| 5 | Crystal Roof | 3% | 1.5 | 5% | — |
| 6 | OpenRent | 3% | 2.0 | 0% | 0% |
| 7 | Jitty | 3% | 4.0 | 3% | 100% |
| 8 | Persimmon | 2% | 1.0 | 0% | — |
| 9 | School Guide | 2% | 1.0 | 0% | — |
| 10 | UK Crime Check | 2% | 1.0 | 0% | — |
| 11 | Bellway | 2% | 2.0 | 0% | — |
| 12 | HomeThink | 2% | 2.0 | 5% | — |
| 13 | Barratt Homes | 2% | 3.0 | 3% | — |
| 14 | StreetCheck | 2% | 3.0 | 0% | — |
| 15 | PrimeLocation | 2% | 4.0 | 0% | — |
Zoopla is named most. That is not the same as being wanted.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In property portals & agents, Rightmove leads attraction at 109 against PrimeLocation at 95, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full property portals & agents desire edition →
The referees of property portals & agents.
The independent sources AI models cite when answering property portals & agents questions — the places a brand needs to be seen, reviewed and ranked.
TravelTime converts reads into citations. Rightmove doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? TravelTime converts 67% of reads; Rightmove just 31%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Zoopla | 28% | 1.9 | 38% | 53% |
| 2 | Rightmove | 27% | 1.6 | 18% | 31% |
| 3 | OnTheMarket | 17% | 2.9 | 10% | 33% |
| 4 | TravelTime | 7% | 1.5 | 8% | 67% |
| 5 | Crystal Roof | 3% | 1.5 | 5% | — |
| 6 | OpenRent | 3% | 2.0 | 0% | 0% |
| 7 | Jitty | 3% | 4.0 | 3% | 100% |
| 8 | Persimmon | 2% | 1.0 | 0% | — |
| 9 | School Guide | 2% | 1.0 | 0% | — |
| 10 | UK Crime Check | 2% | 1.0 | 0% | — |
| 11 | Bellway | 2% | 2.0 | 0% | — |
| 12 | HomeThink | 2% | 2.0 | 5% | — |
| 13 | Barratt Homes | 2% | 3.0 | 3% | — |
| 14 | StreetCheck | 2% | 3.0 | 0% | — |
| 15 | PrimeLocation | 2% | 4.0 | 0% | — |
The models do not agree on who leads.
Ask about property portals & agents and the brand you are shown depends on the assistant: Claude → Zoopla, Gemini → Rightmove, ChatGPT → Zoopla. Their top-five lists share just 20% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Zoopla | 20% | 40% | 25% | 20pp |
| Rightmove | 20% | 40% | 20% | 20pp |
| OnTheMarket | 5% | 25% | 20% | 20pp |
| Crystal Roof | 0% | 10% | 0% | 10pp |
| Bellway | 5% | 0% | 0% | 5pp |
| Barratt Homes | 5% | 0% | 0% | 5pp |
| School Guide | 5% | 0% | 0% | 5pp |
| TravelTime | 5% | 5% | 10% | 5pp |
| Jitty | 5% | 0% | 5% | 5pp |
| Persimmon | 5% | 0% | 0% | 5pp |
How-to guides carry property portals & agents.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Editorial convert best — 95% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 104 | 13 | 89% |
| Editorial | 55 | 3 | 95% |
| Documentation | 13 | 19 | 41% |
| News | 8 | 2 | 80% |
| Other | 8 | 8 | 50% |
| Product pages | 8 | 1 | 89% |
Structured data is what separates cited from ignored.
Of the property portals & agents pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 35 percentage points; hard statistics pages fare 20pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 197 | 93% | 90 | 59% | +35pp |
| Named author | 148 | 93% | 139 | 72% | +21pp |
| Comparison table | 53 | 98% | 234 | 79% | +19pp |
| Answer up front | 138 | 91% | 149 | 75% | +15pp |
| Updated this year | 87 | 90% | 200 | 80% | +10pp |
| Hard statistics | 117 | 71% | 170 | 91% | -20pp |
OnTheMarket builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Set against how often those pages are actually cited.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| OnTheMarket | 33 | 100% | 3 |
| Zoopla | 22 | 85% | 13 |
| Rightmove | 19 | 100% | 6 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions property portals & agents pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Tue, 01 Sep 2026 13:33:06 GMT.