CAPP was delighted to welcome members and local property professionals to our latest CPD event, focused on GEO & AI Visibility.
The session was delivered by Sam Powell, Co-Founder of TLK, and explored how artificial intelligence is changing the way people search for businesses, services and local expertise.
For many years, businesses have focused heavily on SEO and being found on Google. That remains important, but the landscape is changing quickly. Increasingly, people are using AI tools to ask questions, compare providers and narrow down their choices.
For estate agents, letting agents and property professionals, this creates both a challenge and an opportunity.
What is GEO?
GEO stands for Generative Engine Optimisation.
In simple terms, it is about making sure your business can be understood, trusted and recommended by AI tools.
Sam explained that AI systems look for repeated proof across the web. They do not rely on one single source. They look at your website, your Google Business Profile, reviews, social media, local mentions, directories, articles and wider digital presence.
The stronger and more consistent those signals are, the more likely your business is to appear as a relevant and trusted answer.
Key messages from the session
One of the strongest points from the presentation was that most businesses do not have a visibility problem. They have a consistency problem.
For property professionals, this means your online presence needs to clearly show:
Who you are.
What areas you cover.
What services you offer.
What makes you different.
What clients say about you.
What local knowledge and expertise you can demonstrate.
Sam also highlighted the importance of reviews, particularly detailed reviews that mention property type, location, service and outcome. These give both potential clients and AI tools a clearer understanding of your strengths.
Practical steps businesses can take
The session included some clear and useful actions that property businesses can start with straight away:
Update your Google Business Profile with fresh photos, posts and accurate services.
Ask recent clients for detailed reviews.
Add FAQs to your website that answer real client questions.
Create local content such as area guides, market updates and advice pages.
Build mentions and links from local partners, press, directories and professional networks.
The message was simple. If you want to be found, you need to be clear, useful and consistent across the places people and AI tools are looking.
Why this matters for the property sector
Property is a trust-based industry.
People want to work with agents, advisers and professionals who understand the local market, communicate well and have a proven track record.
AI does not remove the need for trust. It makes visible trust even more important.
A strong digital reputation, clear website content and regular local insight can help businesses become the obvious recommendation when people ask questions.
A huge thank you to Sam Powell and TLK for delivering such an excellent and thought-provoking presentation.
Thank you also to Knight Plc for generously hosting the event and providing such a fantastic breakfast spread.
Finally, thank you to everyone who attended and contributed to the discussion. It was a valuable session and a timely reminder that the way people search is changing.
For property professionals, the opportunity is clear: build trust, create useful content and make sure your expertise can be found where people are looking next.