Daft.ie, MyHome.ie and review sites: where AI looks when recommending an Irish estate agent

AI assistants such as ChatGPT, Gemini and Perplexity typically recommend an Irish estate agent by combining several public sources: your Google Business Profile, your agent pages on Daft.ie and MyHome.ie, reviews on Google and Trustpilot, and professional directories such as IPAV and SCSI. No single site decides the answer. The agents that get named are usually the ones whose details are clear and consistent across all of them.

A Google Business Profile is the free listing that appears on Google Search and Maps with your agency's address, hours, category, photos and reviews. GEO (generative engine optimisation) simply means making your business easy for AI assistants to find, understand and quote.

Why AI cites different sources for estate agents than for other trades

When someone asks an AI for a plumber, the answer leans heavily on reviews and a Google listing. Estate agents are different, for three reasons.

• The product is public and listed. Every property you market appears on a portal, so there is a trail of evidence showing which areas you cover and what you sell.
• The trade is regulated. In Ireland, agents need a licence from the Property Services Regulatory Authority (PSRA), the State body that licenses and regulates property service providers. The PSRA keeps a public register of licensees.
• The questions are local and specific. People ask things like "Who sells houses in Terenure?" or "Which agent is best for a first-time seller in Galway?" The AI looks for an agency tied to that town or suburb.

So the question for you is not "Am I on Google?" but "Does every place that mentions my agency tell the same story about who I am and where I work?" For more on the signals behind this, see how AI assistants choose an estate agent in your town.

Daft.ie and MyHome.ie: how agent profiles and listings feed AI answers

Daft.ie and MyHome.ie are the two property portals most Irish buyers and sellers know. They matter to AI for a simple reason: they hold structured, current information about your business.

An AI reading your portal presence can typically pick up:

• your agency name and branch address
• the areas where you have listings
• the types of property you handle (starter homes, new builds, rural, commercial)
• how many properties you have, and how recently you updated them
• how you describe yourself in your agency profile

Here is what you can do about it.

1. Complete your agency profile on both portals. Add a short, plain description: who you are, which towns you cover, and how long you have traded.
2. Use the same agency name you use on Google. "Murphy & Daly Auctioneers" and "Murphy Daly Property" can look like two businesses.
3. Write listing descriptions with place names. Mention the town, the estate or the nearest village. Vague copy gives an AI nothing to connect to your area.
4. Keep listings current. Sold and sale-agreed properties should be updated promptly. A profile full of stale listings suggests a dormant agency.
5. Check your phone number and branch address on every branch page, especially after a move or a new office.

Do not assume the portals pass your reviews or your reputation to an AI. They mainly show what you sell and where. Reviews come from elsewhere.

Google reviews versus Trustpilot for estate agents in Ireland

Both review platforms can appear in AI answers, but they play different roles.

Google reviews tend to matter most for local recommendations because they sit directly on your Business Profile, tied to a map location. Reviews that mention the place ("Sarah handled the sale of our house in Dundalk") give the AI useful local context. Your category matters too: why your business category in Google Business Profile changes what AI recommends explains how to pick "Real estate agency" rather than a looser label.

Trustpilot is a separate review platform. Some agencies have a profile there even if they never set one up, because anyone can start a page about a business. Claim yours so you can correct your details and reply to feedback.

A few practical points:

• Ask for reviews at the moment a sale closes or keys are handed over, when satisfaction is highest.
• Never offer incentives for reviews or write them yourself. Platforms can remove them, and it damages trust.
• Reply to critical reviews calmly and factually. A measured reply is read by people and by AI.
• Spread your reviews sensibly. A profile with one burst of reviews and then silence looks less reliable than steady feedback.

Professional listings: the IPAV and SCSI member directories

Professional bodies are a quieter but useful source. They show that a real, accountable business stands behind the name.

• IPAV (the Institute of Professional Auctioneers and Valuers) is a professional body for auctioneers, estate agents and valuers in Ireland, with a public member search.
• SCSI (the Society of Chartered Surveyors Ireland) is the professional body for chartered surveyors, and its member directory is relevant if your agency has chartered surveyors on staff.
• The PSRA licence register is not a marketing directory, but it is the official record of who holds a licence, so your trading name and address there should match everything else.

If you belong to a body, check that your directory entry shows the right trading name, branch address, phone number and website. Many agents joined years ago and never updated the entry. Where the directory allows it, add a link to your website and a short description of your services.

If you are not a member of any body, do not rush to join just for AI. Join if it makes sense for your business. If you are a member, make the most of the listing you already have.

Keeping agency name, address and phone number consistent across every source

Your NAP (name, address, phone number) is the basic identity of your business online. When these details differ between sources, an AI has to guess whether they refer to the same agency.

Common problems for Irish agents:

• "Ltd", "Limited", "& Co." or "Auctioneers" appearing in some places and not others
• an old Eircode or an address without one
• a landline on one site and a mobile on another
• an old office address after a move
• a franchise or group name used on the portals but a local trading name on Google

Pick one standard format and use it everywhere. Write down:

1. the exact agency name
2. the full address with Eircode
3. the main phone number, in one format (for example 01 234 5678)
4. your website address
5. your PSRA licence number, if you display it

Then compare each platform against that list. Opening hours need the same attention, especially around bank holidays; see handling Irish public holiday variations in Google Business Profile hours. Good photos of your office and team also help; the photo checklist for Google Business Profile covers what to upload.

A simple routine for checking your listings each quarter

You do not need a marketing team. Put an hour in the diary every three months and work through this list.

1. Search your own agency name in Google and note what appears first.
2. Open your Google Business Profile. Check the category, address, phone, hours, website link and the latest reviews. Reply to anything unanswered.
3. Visit your Daft.ie and MyHome.ie agent pages. Check the profile text, branch details and that sold listings are up to date.
4. Check Trustpilot for new reviews and for the accuracy of your details.
5. Check your IPAV or SCSI entry, and the PSRA register, for name and address.
6. Ask an AI assistant a question your customers would ask, such as "Which estate agents sell houses in [your town]?" Note whether you are named and what it says about you.
7. Write down what you changed, so the next check is quicker.

If you would rather not test the assistants by hand, the free check on suggestedby.ai measures whether AI assistants name your agency when asked about your area.

No one can promise a place in an AI's answer. What you can control is whether the sources it reads are accurate, complete and consistent.