Advertising on ChatGPT?
OpenAI has already started testing ads within ChatGPT in selected countries. According to official information, this initial phase is currently being rolled out in the United States, Australia, New Zealand and Canada, and ads may appear for users on the Free and Go plans. Plus, Pro, Business, Enterprise and Edu accounts will remain ad-free.
Although this advertising option is not yet available in Spain, it is certainly worth paying attention to. For estate agencies, it could become a highly interesting new lead generation channel.
Why could advertising on ChatGPT be interesting for an estate agency?
Until now, many real estate lead generation strategies have been based on appearing when users make a specific search:
“villas for sale in Costa Blanca”
“apartments for sale in Torrevieja”
“new build properties in Guardamar”
“estate agents in Costa Blanca”
Google Ads and SEO will continue to be essential. But ChatGPT introduces a different type of behaviour.
Users do not always search using an exact keyword. Very often, they describe a situation, ask a question or express an intention:
“I want to buy a house in Spain to retire — which areas would you recommend?”
“Where is the best place to invest in property on the Costa Blanca?”
“What should I know before buying property in Spain as a foreigner?”
“Is it better to buy a new build or a resale property on the Costa Cálida?”
That is where the real potential lies. Appearing in conversations where buyers are actively shaping their decision.
Advertising based on context and intent
According to OpenAI, ads are selected based on what is being discussed within the current chat thread. If users allow personalised ads, other signals may also be used — such as previous chats or interactions with ads — to improve relevance.
This matters because it creates a clear difference compared to other channels.
With Google Ads, the starting point is usually the keyword. On social media, campaigns are often based on audiences, interests or behaviour. With ChatGPT, the context of the conversation itself may become a key signal.
For estate agencies, this opens up a very interesting opportunity.
An agency specialising in international buyers, for example, could appear naturally in conversations related to living in Spain, buying a home on the coast, investing in a second residence or choosing the best place to retire.
We still do not know how the advertising system will evolve or which options will be available once it expands to more countries, but one thing is already clear: user intent will become increasingly important.
What should estate agencies start preparing now?
Although ChatGPT Ads is not yet available in Spain, estate agencies should not wait until the last minute to adapt.
If this channel reaches our market, simply launching a campaign and expecting results will not be enough. Agencies will need a digital presence capable of building trust, clearly communicating their value and converting the opportunities they receive.
That means focusing on several key areas:
1. A clear value proposition
It will no longer be enough to say “we sell homes on the Costa Blanca”. Agencies will need to explain why clients should trust them, which areas they specialise in, what type of clients they work with and which services they offer through dedicated pages.
2. A website designed to convert
If a user clicks on an ad and lands on a slow, outdated or unclear website, the opportunity is lost. Lead generation does not depend only on the advert itself, but also on the experience afterwards: design, speed, trust, structure, calls to action and ease of contact.
3. Useful, well-positioned content
ChatGPT reinforces something we at Mediaelx have been working on for some time: estate agencies need content that answers genuine buyer questions. Areas, property types, the buying process, investment opportunities, retirement, taxation, lifestyle and services are becoming increasingly important topics.
4. SEO and GEO visibility
SEO will continue to be essential, but agencies will also need to start thinking about GEO — in other words, how to prepare content so generative engines and AI tools can better understand who the company is, what it offers, which areas it operates in and why it may be relevant for buyers.
5. An international strategy
Many Spanish estate agencies sell to buyers from the United Kingdom, the Netherlands, Belgium, Germany, France, Poland and the Nordic countries. If ChatGPT advertising expands internationally, it will become increasingly important to adapt messaging, languages and approaches for each market.
ChatGPT Ads will not replace other channels, but it could open a new door
It should not be seen as a replacement for Google Ads, SEO, social media or property portals.
Most likely, ChatGPT Ads will become a complementary channel within a broader digital strategy.
Google will remain essential for capturing direct searches. SEO will continue to play a key role in building authority and long-term visibility. Social media will still help showcase the brand, properties and lifestyle. Property portals will continue to dominate highly active property searches.
But ChatGPT Ads could occupy a different space: conversations where buyers are still exploring, asking questions and weighing up their options. And in real estate, being present at that stage can be extremely valuable.
At Mediaelx, we continue to monitor the latest developments that could affect your estate agency
At Mediaelx, we work every day with estate agencies that need to generate more leads, improve their online presence and adapt their digital strategy to an increasingly competitive market.
That is why we closely follow tools such as ChatGPT Ads. Although it is not yet available in Spain, this new development is already beginning to show where digital lead generation may be heading over the coming years.
However, one thing should be made clear: ChatGPT Ads will not be a magic solution. It may become an interesting channel, but it will not replace the solid digital foundations every estate agency needs in order to build trust and convert genuine opportunities.
Ultimately, every new lead generation channel requires a strong structure behind it:
- A well-developed brand, capable of inspiring trust from the very first interaction.
- A professional website, clear, fast and designed to convert visitors into enquiries.
- Useful content, explaining areas, services, property types and genuine buyer concerns.
- A clear SEO strategy, focused on improving the agency’s visibility over the medium and long term.
- A well-prepared CRM, capable of managing every business opportunity in an organised way.
That is why, beyond every new trend, at Mediaelx we help estate agencies build that digital structure: estate agency websites connected to CRM systems, automations, SEO positioning and tools designed to adapt to the changing market.
ChatGPT Ads is still in beta, but it deserves attention. When these types of platforms become more established within the real estate sector, the agencies that already have strong digital foundations in place will be far better prepared to take advantage of them without improvisation.
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