AI Is Rewriting the Rules of Real Estate SEO
As search habits shift to AI tools, agents should target ready buyers and sellers through local expertise, strong calls to action and multimedia content.
NEW YORK -- Traditional search engine optimization (SEO) strategies are rapidly losing relevance as artificial intelligence (AI) reshapes how people find information online.
Real estate agents have relied on blog posts, neighborhood guides and FAQs to rank in Google and capture leads. But as AI provides most informational queries quickly, users no longer look for websites and do research to find their answers.
In order to capture leads, real estate agents need to focus on buyers and sellers who have an intent to buy or sell their home. This includes people actively seeking listings, affordability tools or a trusted professional.
Home sales have legal, logistical and emotional weight, which is why users need a path to listings, tools to calculate affordability or a professional they can trust. Real estate agents need to focus on building trust and visibility with their local expertise and audio and video content, as well as optimize for AI-driven platforms.
Agents can provide specific details about neighborhoods, streets, school districts and communities that AI cannot replicate. Video and audio content put the agent in front of a potential buyer or seller. Make it easy for someone on your website to reach out and connect, provide clear calls to action, and follow-up more quickly.
Source: Inman (10/02/25) Bernheisel, Jeff
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