Is AI the Next Portal Moment?

Every estate agency in the UK remembers the arrival of the portals. First came Rightmove, then Zoopla and OnTheMarket. At the time, they were a convenience. A new way to reach buyers. Within a few years, they had become essential.

Today, we are at the beginning of a similar shift. This time, it’s not about how buyers discover properties. It’s about how agencies manage conversations, qualify leads, and scale service. And once again, it’s being driven by technology – this time in the form of AI assistants.

What portals changed

Before portals, estate agents managed listings through newspaper ads, shop windows, and phone calls. Portals made property searches instant and self-serve. That changed the expectations of buyers, who no longer waited to hear from an agent before seeing what was available.

The agencies that adapted quickly gained an edge. Those that resisted eventually had to catch up. Portals didn’t eliminate the role of the agent, but they redefined where value was delivered. Visibility became standard. Service became the differentiator.

What AI is starting to change

AI is doing something similar today – not with listings, but with the client journey.

Enquiries used to be handled manually. Every email, call, or form submission was read and responded to by a person. That worked when volume was low. It no longer works when clients expect a response within minutes, across multiple channels, and outside business hours.

AI assistants are beginning to take on that initial workload:

• Responding instantly to new leads

• Qualifying buyers and tenants

• Booking viewings or callbacks

• Answering common questions

• Updating the CRM automatically
  
  
  

Just like portals changed how people found properties, AI is changing how people interact with agencies.

Why it feel optional - for now

In the early days of the portals, many agencies saw them as an optional add-on. That changed quickly once buyers and sellers began to expect them. Visibility without a portal listing became a risk, not a choice.

AI is in a similar place today. It may seem optional now, but the shift in client expectations is already underway. Buyers expect faster replies. Vendors expect a joined-up process. Agencies that meet those expectations with AI will have a clear advantage.

Over time, service quality will be measured not just by what you do, but by how consistently and quickly you do it.

A familiar pattern

What we’re seeing now mirrors the portal moment:

• Early adopters gain performance advantages

• Client expectations shift quickly

• Tech becomes embedded in daily workflows

• Value shifts from availability to experience
  
  
  

The agencies that treat AI as a long-term capability, not a short-term add-on, will be best placed to meet the demands of a changing market.

The future

AI will not replace estate agents. Just like portals didn’t remove the need for negotiators, AI will not replace conversations, negotiation skills, or local knowledge.

But it will change what clients expect from their first interaction with your agency. It will change how teams manage volume. And it will change what operational excellence looks like.

The question isn’t whether AI is the next portal moment. It’s whether your agency is ready to treat it as one.