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For decades, the way people searched for property was predictable. In residential, the journey began with portals like Domain or Realestate.com.au. In commercial, clients turned to brokers, proprietary data platforms, and trusted research. That system still dominates today, yet a new discovery layer is emerging. AI search platforms such as ChatGPT, Gemini, and Perplexity are beginning to shape how younger generations find information, and this may carry long-term implications for the property market.
How People Are Searching Today
Most buyers and renters still start with portals, while commercial clients lean on research teams and long-standing agent relationships. The younger generation on the other hand, tends to approach this process differently.
Instead of typing “Houses in Melbourne 4 bedroom” into Google, they are more likely to ask a question like: “What suburbs in Melbourne are best for a young family under $1.2M, near good schools and transport?”
Surveys support this behavioural shift. Research from Bain & Co. found that about 80% of consumers now rely on AI-written summaries for at least 40% of their searches, and around 60% of traditional searches already end without the user clicking through to another site.
Trust in AI-generated answers is accelerating, and the click-through model that portals depend on is already changing.
The Impact on Residential Property
In residential markets, portals remain the backbone of listings. But if AI becomes the first step in discovery, the suburbs, developers, and agencies it highlights could shape buyer and renter preferences before they ever click into Domain.
This also applies to renting. A younger renter might ask: “Where can I rent a two bedroom apartment in Southbank under $700 a week, with parking and close to a tram line?” Today, ChatGPT already responds with a rundown, often drawing from Realestate.com.au, Domain or Rent.com.au. The portal still powers the data, but the framing of the answer influences which areas and agencies feel most relevant.
For buyers and renters alike, visibility in AI search is not about replacing portals, but about ensuring your project, suburb, or agency is included in the conversation that happens before a portal visit.
The Impact on Larger Firms and Commercial Real Estate
Commercial real estate operates differently. Large firms such as CBRE, Colliers, JLL etc. already control proprietary data platforms and publish detailed market research. Clients rely on this expertise when making leasing or investment decisions.
AI may not replace these systems, but it could become the interface through which clients query them. Instead of combing through PDFs or contacting multiple brokers, a client may ask: “What is the vacancy rate in Brisbane CBD compared to Sydney?” or “Which logistics hubs in Melbourne have the best access to transport?”
Today, AI tools can already generate answers from public data. In the future, they may integrate directly with commercial platforms. For major firms, the strategic question is whether their research and advisory will be represented in AI answers, and whether they will control how their brand is surfaced in this environment.
The Impact on Development
For developers, AI search could become a demand signal. The questions people ask highlight priorities in affordability, sustainability, liveability, and location. If more queries begin with “affordable family-friendly suburbs under $1.2M” or “mixed-use precincts near transport hubs”, these conversations could help anticipate what the next generation of buyers and tenants is looking for.
The risk is being invisible in those conversations. The opportunity is to be consistently referenced when AI explains where affordability, lifestyle, or investment value can be found.
A Hot Take
AI search is not about replacing portals or brokers. Realestate.com.au and Domain will continue to dominate residential listings. CRE firms will continue to set the standard in commercial research.
However, AI is becoming the filter. It is the layer that frames context, curates answers, and shapes the shortlist of suburbs, properties, and projects that consumers consider first.
The firms that adapt early will not be competing against portals. They will be competing for presence in the answers that answer to consumer demand.
Conclusion
The property market has always been influenced by how people search. Newspapers gave way to Google. Google gave way to portals. Now, AI is emerging as the next gateway.
For agencies, developers, and global firms alike, the question is simple: when the consumer journey begins with an AI conversation, how will you make sure your brand and projects are part of the answer?
Let me know what you would like Edition 06 to focus on!
If your business is exploring how to strengthen visibility in AI-driven search, feel free to connect. I am happy to share what we are seeing work across different industries.