GEO courseModule 8 of 10: Accurate and Above BoardLesson 8.1
Listings AI Repeats: Accuracy, Material Information, Sold and Let
Every listing should say what's true about the property, show the information a buyer or tenant needs to decide, say the same thing in your CRM, on your website and on every portal, and stop saying "available" the moment it isn't. AI reads, shortens and repeats your listings, errors included.
Why it matters
If your site says £1,150 a month and a portal still says £1,195, AI may quote either. And a sold home still marked "for sale" can be offered to buyers as current.
The evidence
Evidence: Official guidance
Consumer law and the redress scheme codes set what must be shown and kept accurate. That AI repeats inconsistent listing data is common sense; we found no study measuring it.
Do this first
Pick five live listings and compare price, deposit, council tax band, tenure and status across your CRM, website and the three portals.
01What it is
Three friends describe the same bike to a new classmate. One says it costs £50, one says £60, and one forgets to mention it has no brakes. The classmate doesn’t know who to believe, and the one who forgot the brakes is in trouble.
Think of it like
A train departure board still showing a train that left an hour ago. People run for it, miss it, and blame the station.
02Why it matters
To the people searching
Buyers and tenants hear your listing details from AI before they ever view. They decide whether to view on price, deposit, council tax band, tenure, utilities and broadband, and they waste time and trust on homes that have already gone, usually blaming the agent, not the AI.
buyers
Need price, tenure, charges and status right before they book a viewing.
tenants
Need rent, deposit, council tax band and availability right.
sellers
Judge you by how accurately you present homes like theirs, and want "sold" shown promptly.
landlords
Can lose a tenant if an error puts them off, and want "let" shown promptly.
To Google, Bing and AI
Evidence: Official guidanceGoogle's AI features draw on indexed pages allowed a snippet, so an accurate, crawlable listing page on your own site is the version they can read. The Rightmove app in ChatGPT shows Rightmove's copy, so there the portal data is what people see. Different assistants may quote different copies of the same listing. The law cares about accuracy wherever it's repeated: misleading omissions and missing material information are banned under the DMCC Act (in force since April 2025). National Trading Standards withdrew its Part A, B and C material information guidance in May 2025, when the law changed, but the duty didn't go away, and Parts A, B and C are still the industry's working checklist.
An agent example
A lettings branch lists a flat at £1,150 a month on its own site, but the portal feed still shows £1,195 from before a reduction. An AI assistant asked about rents in the town quotes £1,195, citing the portal. The branch makes its CRM the single source of truth, makes council tax band, deposit and broadband required fields, writes a one-page status policy for sold, let and withdrawn homes, and checks all three places weekly.
03Your turn
Check yours, then fix it
- 1Pick five live listings, including one under offer.
- 2Compare CRM, your website, Rightmove, Zoopla and OnTheMarket for price or rent, deposit, council tax band, tenure, bedrooms, bathrooms, EPC and status.
- 3Note every difference.
- 1Part A, always: price or rent, council tax band, deposit (lettings), tenure and unavoidable costs like service charge and ground rent (sales).
- 2Part B, every property: type, construction, rooms and sizes, utilities, heating, broadband, mobile coverage, parking.
- 3Part C, where it applies: building safety, restrictions, rights and easements, flood or erosion risk, planning, accessibility, mining.
- 4Is each shown early, in text, on your own site as well as the portals?
- 1Search Google for site:yourdomain.co.uk "for sale" and "available", and open ten older results.
- 2Which still read as available though they're sold or let?
- 3Change one status in your CRM and time how long your site and each portal take to update.
- 1Ask: "Tell me about the 2 bed flat at [listing title and town]. What's the rent, deposit and council tax band?" and "Is [address] still for sale?"
- 2Compare the answers with your CRM, and note which copy each one cites.
Here is one property listing, with no personal data. What information would a buyer or tenant expect that's missing? Don't guess any values; list only the gaps.
- 1Correct the CRM first, then let the website and portal feeds update. Avoid editing only the website.
- 2Make the key fields required, and use one listing template, in the same order, every time.
- 3Show the Part A facts near the top of your own listing pages, in text, not only in an image or PDF.
- 1Decide your wording for under offer, sold STC, let agreed, sold, let and withdrawn, and keep it the same as the portals.
- 2For each finished property: keep the page with a clear "Sold" or "Let" label and the month (and remove the price, viewing button and "available" wording), or redirect it to the nearest relevant page, or remove it properly.
- 3Never redirect everything to the homepage.
- 4Automate status changes from the CRM and name one person to check them weekly.
- 1How do we make material information fields required?
- 2How fast do price and status changes reach our site and each portal?
- 3Can we add a "recently sold and let" section driven from the CRM?
- 1Record each correction with the date and who made it.
- 2Ask your compliance adviser, Propertymark or your Trading Standards contact to review the process against current guidance.
Then: The National Trading Standards guidance was written under the old law and withdrawn in May 2025. Check the current position with your professional body before relying on any one document.
04Keep it up
Status checks weekly. A five-listing audit monthly.
That's lesson 8.1
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