Why deal data gets muddled and how to stop it

Deal information gets muddled because it often lives in several places and changes hands many times. Small inconsistencies build up quickly, which causes problems for reporting, PR and now AI search. Generative systems pull facts from across the web, so unclear or conflicting data can lead to inaccurate summaries. Keeping one clean set of details before a story is published helps your organisation stay visible and correctly described.

Most agency teams recognise the pattern. As a deal progresses, the details evolve, and before long, there are three floor areas in circulation and two versions of the tenant name. Early notes get reused, heads of terms shift, and people record changes in whatever tool is closest. Nothing dramatic. Just everyday agency life.

The trouble is that each version of the truth leaves a trail. One figure ends up in a brochure. Another goes into a portal. A third finds its way into a press release draft. In the past, these inconsistencies were mostly an internal inconvenience. Today, they are more visible. AI search tools read across multiple sources at once, then create a single summary from whatever appears most credible. If your information varies, the summary can drift.

This matters because generative search tools are becoming the first place people look. They pull deal information into an overview before the user even clicks. They rely heavily on consistency. A small mismatch between your website, your brochures and your press releases can be enough to distort the result. It is not a technical problem, just a clarity problem.

PR sits right in the middle of this. Good PR relies on clean facts. The clearer your deal information, the easier it is to write a story that works for journalists, clients and AI systems alike. If the lease length is uncertain or the size has changed three times, the story weakens. Journalists hesitate. AI tools hesitate. Clear, consistent numbers give everyone confidence, including the search engines that now shape your visibility.

The same applies to the way the organisation is described. AI search uses patterns. If your press releases describe you one way and your website describes you another, the model will improvise. PR helps anchor the description in plain, stable language. Realiser helps keep the facts behind that story consistent at the moment the article is written, which reduces the risk of drift.

The root cause of muddled deal data is usually a process rather than a skill. Notes collected in a hurry. Details updated in private spreadsheets. Early numbers are copied into public places before they are final. Multi-office teams feel this most. Each branch develops its own way of storing and sharing information. None of these systems is wrong. They simply do not talk to each other.

A simple workflow helps. Capture the essential facts early, keep them consistent and make sure the final version is clear before it becomes a public story. This is where many agencies run into trouble, because deal notes reach the press stage in different formats and levels of detail. Tools like Realiser help by structuring the information at the moment the story is written, so nothing important is missed and the final details match what the team intended to publish.

The principle is the same whichever method you choose. Clean data leads to clear communication. Clear communication makes PR stronger. And well-structured PR is exactly what AI search tools rely on when they build summaries. When the final deal story is based on one stable set of facts, your visibility improves because the information that reaches the press and your website is accurate and consistent.

Try Realiser

If you want a simpler way to turn deal information into clear, usable content, Realiser can help. You enter the key details into a short form, and the system turns them into a draft article that follows recognised property news style. A human checks the wording before it is sent back to you as a Word document, ready for the press, your website or social media.
It is a straightforward way to keep the final version of your deal information consistent and to produce stories that support your PR and search visibility. If you would like to test it with a couple of transactions, you can try it and see how it fits your workflow.