Who Will Kill the Google Star? Navigating the Future of Property Marketing in an AI-Driven World

In Seth Stephens-Davidowitz’s thought-provoking book Everybody Lies, he argues that people often reveal their true selves in the privacy of Google searches. For years, Google has been the dominant force in how we seek answers, make decisions, and discover businesses. Entire marketing strategies have been built around search engine rankings, pay-per-click ads, and winning that coveted top spot on Google’s results page.

But now, a new contender has entered the scene: AI-powered tools like ChatGPT are becoming the go-to for users seeking quick, conversational answers. This shift begs the question: where does that leave Google, its iconic search engine rankings, and the marketing strategies built on them? If Google was the star of the digital revolution, could AI tools—and Google’s own AI initiative, Gemini—end up stealing the spotlight?

Video killed the radio star; is AI killing search?

Just as video famously killed the radio star, technological shifts continually disrupt how businesses connect with audiences. Remember when the Yellow Pages and newspaper ads were the cornerstone of property marketing? Every local builder and developer relied on print media to get noticed. Then came digital marketing. As local papers faded, digital platforms became the “new must-do.”

Google Ads, SEO, and social media marketing turned into staples for property developers, enabling them to reach buyers at scale. “Always-on” campaigns across Facebook, Google, and other platforms became the industry norm, with businesses investing heavily in content creation to stay relevant. Fast forward to today, and content isn’t just king—it’s everything. Short-form video on platforms like TikTok and Instagram Reels dominates user engagement, forcing businesses to churn out creative content at a relentless pace.

But as marketing becomes increasingly demanding, businesses are left asking: how do we keep up? And more importantly, how do we stay ahead?

AI and the future of digital marketing: A changing landscape

AI tools like ChatGPT are fundamentally changing how users interact with information. Instead of typing “best house and land packages near Melbourne” into Google and sifting through multiple links, users can now ask AI for a curated answer in seconds. This shift raises important questions for businesses that have invested heavily in traditional digital marketing:

• What happens to search engine rankings when fewer users click through to websites?
  Google’s own Gemini project is set to integrate AI-generated answers at the top of its search results, pushing organic listings and ads further down the page. This could dramatically impact the performance of SEO and Google Ads campaigns.

• How will businesses differentiate themselves in a world where AI answers dominate?
  If AI consolidates information into a single response, how do businesses ensure they’re part of that answer?

• Can businesses afford to keep up with “always-on” digital marketing?
  Between managing Google Ads, creating TikTok-worthy content, and maintaining social media campaigns, the demand for fresh, engaging material has never been higher. For many, it’s becoming unsustainable.

Enter affiliate marketing: The next evolution in property marketing

The answer to this growing complexity isn’t to abandon digital marketing—it’s to complement it with smarter strategies. This is where affiliate marketing comes in. PropSquad offers a solution that doesn’t just keep up with the demands of modern marketing—it transforms the way businesses drive leads, sales, and engagement.

Affiliate marketing leverages the power of trusted voices—whether they’re influencers, subcontractors, or even satisfied customers—to promote your brand authentically. In a landscape dominated by AI-generated content, the human element of affiliate marketing stands out. Here’s why:

1. Trust still converts
   While AI tools provide quick answers, buyers crave trust and authenticity when making significant decisions, like purchasing property. Affiliate marketing taps into peer-generated content, where real people share their genuine experiences. A testimonial from a homeowner or a subcontractor’s behind-the-scenes look at a project builds credibility that no chatbot can replicate.

2. Cost-effective, performance-based results
   Digital marketing costs are skyrocketing, with diminishing returns in some channels. Affiliate marketing flips the model by paying affiliates based on performance—whether it’s generating leads or driving sales. This ensures every dollar spent delivers measurable value.

3. A scalable solution for content creation
   Content creation is the lifeblood of digital marketing, but it’s also time-consuming and resource-intensive. Affiliates become an extension of your marketing team, creating authentic, shareable content that resonates with their audiences. From short-form videos to Instagram stories, affiliates provide a constant stream of material that complements your in-house efforts.

4. Reaching audiences where they are
   Affiliates have established, engaged audiences across platforms like TikTok, Instagram, and YouTube. By partnering with them, builders and property developers can meet potential buyers where they’re already spending their time—without having to build a following from scratch.

5. Adding human connection to an AI-dominated world
   While AI tools are efficient, they lack the emotional connection and relatability of human stories. Affiliate marketing brings this back into focus, using personal endorsements to create connections that AI simply can’t replicate.

What PropSquad solves

At PropSquad, we understand that property developers and builders face unique challenges in an increasingly digital and AI-driven world. Our platform is designed to help you:

• Build a network of affiliates who act as trusted advocates for your brand.

• Automate affiliate management, making it easy to track performance and pay commissions.

• Equip affiliates with the tools and training they need to succeed through our Affiliate Blueprint marketing school.

• Scale your marketing efforts without increasing your workload, leveraging affiliates to create authentic content and drive leads.

The future of property marketing

AI is here to stay, and its influence will only grow. But as we look ahead, one thing is clear: the human element will remain a vital part of property marketing. Buyers don’t just want answers—they want connection, trust, and authenticity.

Affiliate marketing isn’t about replacing traditional digital marketing; it’s about enhancing it, filling the gaps where AI falls short. It’s about creating a scalable, trust-driven approach that complements your existing efforts and prepares you for the challenges of an ever-evolving market.

Just as video didn’t eliminate the radio star but transformed the industry, AI won’t erase Google or traditional marketing channels. But it will reshape them, forcing businesses to adapt and innovate. With PropSquad, you can stay ahead of the curve—embracing the future while keeping the human connection at the heart of your strategy.

The stars of property marketing are shifting. Will you be ready to shine?