AI visibility research
Which real estate agencies does AI recommend in Marbella, for which customer needs, and why? Discover what 2,895 AI responses reveal about real estate agency AI recommendations for luxury property, investment, foreign buyers, reputation and five buyer nationalities.
2,895
AI responses reviewed
9
Areas of customer intent analysed
5
Buyer nationalities examined
When a prospective buyer asks the leading AI assistants such as ChatGPT or Gemini which Marbella agency to use, the answer depends on what they need. A question about luxury property can produce a different shortlist from one about investment, reputation or support for British buyers.
Schutle reviewed 2,895 AI-generated responses to examine which agencies were recommended, how results changed between questions and platforms, and the reasons AI gave for its choices. Only genuine recommendations and suitable shortlist inclusions contributed to the rankings.
The report found no single Marbella agency leading every category. Panorama led investment and reputation. Engel & Völkers led the combined luxury and foreign-buyer analyses, as well as German-buyer recommendations. Specialist agencies led the British, Swedish and Norwegian buyer results.
For agencies, the findings provide a benchmark for understanding where they appear, which competitors are selected and how AI describes their strengths.
Panorama led both categories, appearing in 64.6% of investment responses and 84.6% of reputation, trust and establishment responses. AI explanations frequently associated the agency with its history, local knowledge and professional standing.
Engel & Völkers led the combined luxury analysis, narrowly ahead of Drumelia, and had the highest total visibility across the foreign-buyer analysis. However, Drumelia led three of the five luxury prompt variants, showing how the wording of a question can change the result.
Bromley Estates Marbella led British-buyer recommendations, Bjurfors led Swedish-buyer results and Nordica Marbella led Norwegian-buyer results. Engel & Völkers led German-buyer recommendations, while Drumelia and Panorama tied for Dutch-buyer appearances.
The agents recommended by the leading AI models changed across investment, luxury, reputation, foreign-buyer and nationality-specific questions. A strong result in one category did not establish leadership across the market.
Engel & Völkers led the combined luxury analysis with 500 appearances across 585 responses. Drumelia followed closely with 493, but ranked first for three of the five individual prompt variants. Measuring a single question would have missed this distinction.
Bromley Estates Marbella led the British-buyer results ahead of Panorama, Winkworth Spain and Engel & Völkers. AI explanations highlighted experience with British clients, English-language communication, relocation support and transaction guidance.
British, Swedish, Dutch, German and Norwegian buyer questions produced different results. Engel & Völkers recorded the strongest nationality-specific result, with consistently high visibility across ChatGPT, Gemini and Google AI Overview.
Panorama led four of the five reputation prompt variants, covering reputation, seller service, buyer trust and being established in Marbella. Its strongest individual result came from the question about the most established real estate company.
The platforms did not always recommend the same agencies. In the Swedish-buyer analysis, SkandiaMäklarna appeared in 37 Gemini responses and 27 Google AI Overview responses, but only one ChatGPT response.
Recurring reasons included multilingual support, local knowledge, transaction guidance, investment expertise, professional credentials and after-sales assistance. These explanations help agencies understand how AI represents their business. They do not reveal the platforms’ internal decision-making or prove that a particular factor caused a recommendation.
The report identifies an opportunity to support luxury claims with specific evidence: expertise in named areas, relevant transaction experience, adviser profiles, international buyer reach and confidential selling processes. These are areas to review against an agency’s genuine capabilities, rather than a guaranteed formula for gaining recommendations.
Explore which real estate agencies AI recommended for investment, luxury property, reputation and international buyers during the research period. The report includes category rankings, nationality-specific results, examples of platform differences and practical questions to help assess your agency’s position.
Get the free Marbella reportThe research examined nine areas of customer intent. Selected prompts were run daily across the AI models included in the study, with geographic variations run from locations relevant to the market or customer group. Questions were written without language intended to favour a particular agency.
Each agency appearance was classified before inclusion. Only genuine recommendations and suitable shortlist inclusions counted. Incidental mentions, citations, comparisons and negative references were excluded.
An agency could receive a maximum of one counted appearance per response, regardless of how often its name was repeated.
The public results examine recommendation frequency, the proportion of responses containing an agency, coverage across prompts and coverage across models.
Investment and luxury each accounted for 585 responses. Foreign buyers and reputation each accounted for 570. Each of the five nationality-specific analyses covered 117 responses.
Percentages relate to the relevant category or stated subset. A response could recommend several agencies, so their percentages do not represent exclusive market shares.
The analysis also examined the explanations platforms provided for their recommendations, including references to reputation, language capability, local expertise and specialist services.
These are characteristics expressed in AI answers, rather than independently verified explanations of how the models selected each agency.
The report measures AI recommendation visibility during 1 June to 31 July 2026. It does not independently establish which agency provides the best service, completes the most transactions or achieves the strongest investment returns.
Answers can change as platforms, source material and question wording change.