At Jackson-Stops, we’re leading the way when it comes to using Artificial Intelligence tools to enhance your property journey without compromising our personal touch.
We’ve been selling homes for over 100 years, and we’re rightly proud of our traditions, but we’re equally proud of how we’ve stayed ahead of the curve when it comes to embracing new technology and ways of working. Recently, we’ve been exploring how we can use artificial intelligence to ensure that both the Jackson-Stops brand and our clients’ properties remain highly visible in an increasingly digital landscape.
The way people look for property is evolving. For decades, property searches began on Google or listing portals such as Rightmove. Today, more buyers and tenants are beginning their search using AI tools – describing what they are looking for in great detail.
Recognising this shift, Jackson-Stops is investing in new technology designed to optimise both our brand visibility and our property listings, to ensure they can be discovered across the next generation of search platforms.
We are partnering with leading platforms that will allow our properties to be discovered within widely used AI tools including ChatGPT, Google Gemini, Copilot, Claude and Perplexity.
“At Jackson-Stops we’re always looking at how technology can help our clients’ properties stand out,” says Chris Jarrett, Director, Cheltenham. “AI allows us to present listings in a way that is more intelligent, more discoverable and ultimately more useful for today’s buyers.”
At the heart of these tools are Large Language Models (LLMs) – advanced artificial intelligence systems trained on vast datasets to understand how humans communicate. Rather than relying purely on keywords, LLMs analyse the intent and context behind a query.
For example, a potential buyer might ask an AI assistant to ‘find a country house with a large garden and a squash court within commuting distance south of London’ or ‘a family home near good schools in a coastal town in Norfolk’. The model interprets that request conversationally and searches for listings that match those characteristics.
Ensuring that our properties can be found in these environments begins with brand visibility. In order for AI search engines to discover us easily, we’ve been working on increasing our online profile; we’ve upgraded website content, and increased the regularity of social media activity and updates on our Google Business Profiles.
When it comes to the properties themselves, we are working on carefully structuring and enriching listing details with proprietary data before being stored in an AI-native live database. This process effectively makes the properties ‘AI-ready’, allowing the likes of ChatGPT to find them in response to relevant searches.
Voice-led search is also becoming increasingly common. Instead of navigating multiple filters on traditional portals, buyers can simply describe what they are looking for using natural speech – making the process far more personal and intuitive.
Alongside improving discoverability, we’re also using AI to enhance the quality of our property listings. The technology can help refine marketing copy, ensuring descriptions highlight key lifestyle features and local benefits that resonate with buyers. AI tools can also assist in optimising images and presentation, ensuring that listings are both accurate and visually compelling.
“Great presentation has always been central to selling property,” explains Anthony Pears, Director, Sherborne. “AI helps us refine the wording of listings and highlight the features buyers care about most, identifying keywords to ensure our properties are presented clearly and consistently across every platform.”
Importantly, this innovation complements our established and highly effective marketing approach. We continue to promote properties to our extensive local databases of ready buyers and tenants, ensuring that homes are matched quickly with interested parties.
Listings are also showcased on our website and advertised on leading property portals including Rightmove, while continual social-media activity for the brand, paid social campaigns and targeted digital advertising help ensure maximum exposure.
“Technology may be changing how people begin their property search, but the fundamentals remain the same,” Anthony adds. “Our role is to combine local knowledge with the best marketing tools available. AI works alongside our agents’ expertise and presents clients’ properties to the right prospects.”
By combining traditional estate agency expertise with cutting-edge AI technology, we are visible wherever modern buyers and tenants choose to begin their search, whether that’s on a property portal, a social platform, or within the growing world of AI powered discovery.
