By Sarah Macklin 
There’s a new tool on the block that could change how estate and letting agents in the UK get found online. HAILO, developed by Homesearch, is being billed as the country’s first AI-native listings optimiser.
The product aims to make property listings more discoverable via AI engines such as ChatGPT, Google Gemini, and Microsoft Copilot, putting agents details directly in the hands of home searchers.
What is HAILO?
HAILO works by automatically optimising property listings in real time, using the same feeds that agents already send to property portals through their CRM. This makes it simple, fully secure and easy to activate in just a few clicks.
This means there’s no need for extra manual uploads or reformatting. The setup is simple and plug-and-play: if your agency uses one of Homesearch’s partner CRMs, activation takes just 20 seconds.
Partner CRMs that are compatible include Reapit, PropCo, Dezrez, MRI, Rex, Salesforce, Loop, Apex27, SME Professional, EstatesIT, GreenhouseOS, 10Ninety, AgentPro, Agenthub and AgentOS. It’s GDPR-compliant and secure, giving agents peace of mind about data protection.
For agents activating HAILO during September, the first six months are available free of charge.
What can HAILO do for your property listings?
The main aim of HAILO is to future-proof listings.
When buyers, renters, or sellers ask AI assistants for property suggestions, optimised listings will appear more prominently. To encourage early adoption, Homesearch is offering the first six months free for agencies that switch on HAILO during September 2025. Regular pricing is set at £80 per branch per month, with no long-term contracts. Over 2,000 branches have already signed up during the pre-launch phase.
Giles Ellwood, CEO of Homesearch, says:
“AI is driving the most significant positive change for estate agencies in 25 years. It is a huge opportunity for sales and lettings agents. With around 40% of property searches in the US now starting on AI, we expect the UK to quickly follow suit. A lot of agents are worried about what they should be doing and so we’ve created HAILO to future-proof your listings for the next era of property search.”
Why is it important for property agents?
The launch of HAILO highlights a shift in how property searches are conducted. Agents who don’t adapt risk being left behind as users increasingly rely on AI-powered search rather than traditional portals.
For those who do adopt the tool, there’s potential to reach a new segment of the market, like people who use voice assistants, smart home devices, or AI chat interfaces to hunt for properties. Because HAILO operates automatically in the background, it removes friction, requiring minimal extra work or technical knowledge from agents.
What should you consider?
While the tool sounds promising, a few caveats remain. Its effectiveness depends on how AI engines index, prioritise, or surface listings. Even optimised listings may not guarantee top visibility unless AI engines favour them.
Agencies not using one of the partner CRMs might face a less seamless setup, although Homesearch is offering an option to register interest. Additionally, as a new technology, concrete metrics about real-world gains, such as leads, viewings, or sales, are still emerging.
For estate and letting agents, HAILO represents a low-risk way to stay competitive in a rapidly evolving property market. As AI becomes more embedded in how people search for homes, this tool offers a proactive approach to ensuring listings remain visible, relevant, and ahead of the curve.
