Strutt & Parker has launched a new website which introduces natural-language property search, allowing users to describe what they are looking for in everyday language rather than navigating multiple filters and dropdown menus. A search such as ‘Countryside home with great views and room for horses’ can be translated into a targeted property search across its listings.
The platform has also been developed to be GenAI-friendly, helping AI platforms including Gemini, ChatGPT and Claude, alongside search engines, to index and serve Strutt & Parker content more easily. This creates an additional route from discovery to conversion, while strengthening the digital experience around the firm’s property listings and expertise.
“Our new website is a significant investment in the experience we offer our clients and reflects the ambition behind Strutt & Parker’s wider growth strategy.
“We’re investing in our brand, our technology and our capabilities to strengthen our position in the markets we serve, reach more clients and deliver an even stronger proposition for them.”
Gary Higgins, Managing Director, Strutt & Parker
Other improvements include a mobile first experience, faster performance, navigation built around customer intent, improved accessibility standards for a more inclusive experience that’s easier for everyone to use (WCAG standards), and stronger security controls protecting client data.
The new website is grounded in research into how customers search for land and property. Customer surveys, live prototype testing with real users and behavioural mapping of the existing website were used to identify frustrations and improve the journey.
“As AI continues to transform how people search, websites matter more than ever – shaping how brands are found, understood, and chosen – Strutt & Parker’s now combines customer insight, intuitive design, and intelligent technology to transform and simplify discovery.
“Our new navigation has been rebuilt around customer intent and comprehension, creating a more streamlined experience and a strong foundation for future innovation.”
Tamerah Couchman, Head of Marketing & Client Experience, Strutt & Parker
This milestone forms part of Strutt & Parker’s wider investment and growth strategy. Earlier this year, the firm unveiled a rebrand following investment from shareholder BNP Paribas, with the business continuing to focus on growth in prime and super-prime markets and services. The new website brings the renewed brand experience into the digital customer journey.
“We’ve taken a more intelligent approach to property search, using AI to help customers find relevant results based on what they’re looking for, in their own words.
“The technology behind the site also gives us a flexible, scalable platform that we can continue to develop as customer needs evolve. With enhanced analytics helping us better understand how people use the website, we can keep refining the experience and making it more relevant and useful.”
Orlando Festa, Head of Digital, Strutt & Parker
The launch is the first step in the firm’s wider digital transformation, with further features planned as the platform grows, including functionality around proximity to schools and transport links.
