When Buyers Use AI to Search, Do You Show Up?
The next generation of buyers isn’t Googling you. They’re asking AI. Here’s how to show up in the answers that matter.
The way people search is changing fast and if you’re not adjusting your strategy, you’re disappearing. Here’s the reality: A growing number of people are no longer turning to Google for answers. Instead, they’re asking AI tools, such as ChatGPT, Copilot or Gemini, according to research done by Ethical SEO.
This matters for real estate agents because most AI tools are trained on existing content from authoritative sites and platforms. Unlike social media, where posts disappear in hours, video content on YouTube gets indexed, ranked and resurfaced in AI search. And it’s not just YouTube, AI tools also pull from blogs, podcasts and long-form articles that are well-structured and trustworthy.
So how do you make sure you’re showing up when someone types “Who is the best agent in (your city)” into AI search?
Here are five practical, strategic ways to stay visible in this new era of search:
1. Start with YouTube
YouTube is one of the top sources used by Google’s AI systems and large language models (LLMs) to generate answers. Why? Because it’s owned by Google, has structured metadata and prioritizes content that directly answers user questions.
If you’re not already publishing searchable, helpful videos, start now. The key isn’t cinematic quality; it’s clarity and consistency. Every video should answer one specific question your ideal client would ask, such as, “How much does staging cost in Orlando?” or “Should I sell before I buy in Florida?”
The more specific your video, the more likely it will be surfaced. A video you publish today may answer questions for buyers two years from now, which means your content keeps working long after you’ve hit “upload.”
2. Pair your video with a strong text description
AI tools crawl not just the title of your video, but also the description and transcript. Use that space wisely.
Break down your video into key points, include relevant keywords naturally, and don’t forget to add your city, specialty and audience. Example: “This video is for first-time homebuyers in Miami wondering if they should wait for interest rates to drop.”
You can even paste your transcript in full. That’s search gold. And with YouTube’s built-in transcription tools, you don’t need expensive software, just edit for accuracy and clarity.
Think of your description as the bridge between your video and the AI engine. The more context you give, the more likely the system is to pull your answer.
3. Train ChatGPT to understand your niche
Many agents are still using ChatGPT to write generic listing descriptions or blog intros. But you can take it a step further.
Feed it your brand voice. Ask it to simulate questions from your ideal client. Then, generate a list of 50 video titles or blog prompts based on those questions. You now have a content calendar that is 100% rooted in how people are searching.
Use tools like Google Trends, AnswerThePublic or Keywords Everywhere to cross-check popularity.
Stop thinking of AI as just a content generator. Think of it as a research assistant.
4. Update your website with Q&A content
Your website should no longer just be a digital brochure; it should be an answer engine.
Create a section or blog that answers local, time-sensitive questions. Structure it clearly. Each post should focus on one topic and match the kind of conversational queries people are typing into AI tools.
5. Stop posting and ghosting; Build authority instead
AI models favor content from trusted, consistent sources. That means if you post once every three months, you’re unlikely to gain visibility no matter how good your content is.
6. Commit to a schedule.
It doesn’t have to be daily, but it does have to be repeatable. For most agents, a simple visibility system looks like this:
- • Two short YouTube videos per month.
- • One Q&A-style blog post per month (or LinkedIn article).
- • Weekly social media Stories or Reels to stay top-of-mind.
And of course, your typical “on the fly” posting on social media. This is about making sure that when someone types a question into an AI tool, you have a greater chance of being the one to provide the answer.
Consistency builds authority. Authority gets rewarded in AI search. And authority translates into visibility long before a buyer or seller ever calls you.
Kyle Christie is the founder of The Listing Lounge, a monthly marketing and mindset platform for real estate agents.