How AI Is Changing Online Visibility
AI tools now influence how consumers discover agents. Consistent bios, reviews and fresh local content help real estate pros appear in generative search results.
NEW YORK – Getting found online used to be all about SEO. But there’s a new layer now: GEO, or generative engine optimization. Instead of only aiming to show up on Google, businesses also have to think about how they’re being recommended by AI search tools like ChatGPT, Perplexity, Gemini and others.
Today, real estate professionals need to manage how AI interprets their authority, reputation and activity across the internet. Information like bios, business profiles and review details need to be consistent across Zillow, Realtor.com, Google Business and other platforms to build a clear online identity.
Each profile needs to use the same key phrases about where the agent works, what their specialty is, and what makes them standout. Visibility also improves when positive client feedback is woven into web content and when social media posts highlight current, local activity tied to specific neighborhoods.
AI systems prioritize recent and relevant content, so sharing stories about transactions, market insights, or community involvement helps reinforce credibility. Creating local guides, videos or interviews can further build the trust signals algorithms look for when identifying area experts.
The more consistently an agent's name appears in connection with their market and expertise, the more likely AI is to recommend them when potential clients search for help in their area.
Source: Inman (11/02/25) Burgess, Jimmy
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