Nurtur has unveiled new data showing what an effective traffic mix looks like for estate agents and how artificial intelligence is set to transform it.
Based on a representative sample of leading agencies across the UK, Nurtur’s 2025 analysis breaks down where most website visits currently come from for firms with a mature marketing strategy in place.
According to Nurtur, this balance reflects a healthy digital ecosystem – one that blends multiple marketing channels to drive awareness, engagement and conversions. Organic search continues to dominate, powered by local SEO and informative content such as blogs and area guides.
Direct traffic, meanwhile, highlights the importance of consistent brand visibility across social media, paid advertising and email marketing.
THE BREAKDOWN
- Organic search: 39%
- Direct: 30%
- Email: 6.2%
- Paid search: 6.0%
- Paid social: 4.3%
- Referral: 4.1%
- Organic social: 3.4%
However, the proptech firm warns that this long-standing equilibrium is already being disrupted by a new source of website visits: AI referrals.
THE RISE OF AI TRAFFIC
Nurtur’s data suggests that traffic generated by AI-driven platforms such as ChatGPT, Gemini and Perplexity could surge from 0.05% in early 2025 to over 40% by mid-2028, as consumer behaviour shifts towards conversational search.
Currently, AI traffic accounts for just 0.2% of visits, but that figure represents an extraordinary 1,784% year-on-year increase.
Yet unlike traditional search, AI referrals may not always lead to higher web traffic – because answers are often delivered directly in the AI interface.
“The challenge is visibility.”
Richard Combellack (main picture, inset), Chief Commercial Officer at Nurtur, says: “The challenge is visibility.
“Agents must ensure their brand, listings and content are being understood and surfaced by AI systems, not just Google.”
Combellack adds that AI-driven visitors are already converting at a 12% rate – significantly higher than organic search users – because they arrive with stronger intent.
FUTURE-PROOFING
As AI reshapes how people search for and choose agents, Nurtur says the key for firms will be optimising content for AI discovery, reinforcing local reputation signals, and using integrated data systems to track and convert high-intent leads.
“The future of lead generation won’t be about who ranks highest,” Combellack says. “It’ll be about who’s recognised and recommended by the tools home movers trust most.”
