Marbella
Panorama leads investment and reputation, while Engel & Völkers leads the combined luxury analysis and German-buyer searches. Nationality changes the answer more than anything else.
AI visibility research
Real Estate AI Visibility Report: Dubai, London and Marbella
What over 10,000 AI responses reveal about how estate agencies and real estate businesses get recommended.
10,560
AI responses reviewed
116
Prompts analysed
4
Platforms monitored
ChatGPT, Gemini, Google AI Overview and Claude
Executive summary
Buyers, sellers, landlords and investors no longer begin their search with a list of links. They ask an AI platform a commercially specific question and receive an answer.
The AI system does not simply return websites. It selects a small number of companies, recommends them and explains why they may be suitable.
Schutle analysed 10,560 AI responses across 116 prompts in Marbella, Dubai and London, monitoring ChatGPT, Gemini, Google AI Overview and Claude. Only companies presented as genuine recommendations or shortlist options were counted.
Three markets, three different answers
Dubai
Allsopp & Allsopp leads buyer-support and seller searches, fäm Properties leads investment and market coverage, and Christie’s International Real Estate leads luxury.
London
Knight Frank leads Central London, Foxtons leads general East London, Dexters leads Hackney and reputation, Hurford Salvi Carr leads Docklands, and Savills leads seller outcomes.
What the research found
AI is creating a new commercial layer
Search engines present options. AI systems increasingly present conclusions, with reasons attached. An agency missing from the answer may never reach the customer’s consideration set at all.
There is no universal winner
Leadership changes with the customer’s location, nationality, service need and the wording of the question. AI visibility is not one ranking but a portfolio of positions.
- 3Markets analysedMarbella, Dubai and London
Prompt wording materially changes the answer
Measuring one prompt is like measuring search visibility through one keyword. In the Marbella luxury analysis the top three results sat within five percentage points of each other.
Local specialists can outperform global brands
Bromley Estates Marbella led the British-buyer prompt ahead of Panorama, Winkworth Spain and Engel & Völkers. A specialist local identity can beat a global network on the questions that matter locally.
Category ownership matters more than broad authority
Knight Frank leads Central London and Engel & Völkers produced the strongest nationality result in the research. Brand awareness alone is not the same as owning a category.
Model dependency is a hidden risk
Harbor Real Estate appeared in 95 ChatGPT responses, 15 Gemini responses and none at all in Google AI Overview. Visibility concentrated in one platform is fragile visibility.
AI explains why it recommends companies
Models refer consistently to reputation and trust — operating history, independent reviews, professional standards, awards, transparency and track record — and to direct relevance to the customer.
Capability gaps are not evidence gaps
A capability gap means the service genuinely is not offered. An evidence gap means it is offered but the public digital footprint does not make that credible. The two need different fixes.
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The complete research, with the full market tables for Marbella, Dubai and London, the measurement framework and the 60-day plan.
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