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Hyperlocal content boosts AI search visibility

By Amy Connolly

AI marketing expert Sam Mehrbod told Inman that agents can improve visibility in AI searches with original, hyperlocal content focused on specific neighborhoods.

AI is becoming a new front door to real estate businesses, but many agents aren’t showing up when potential customers knock, AI marketing expert Sam Mehrbod told Inman.

Mehrbod, CEO and co-founder of real estate marketing platform Roomvu, said hyperlocal expertise and original content can help agents gain visibility in AI searches. Broad search terms and generic content make it difficult for agents to stand out.

“The front door to an agent’s business is changing,” Mehrbod said. “It used to be a website. If you owned [yourname].com, you could be fairly confident it would rank. Now Google Business Profile plays a much bigger role in discovery, along with how much an agent has posted on YouTube, Instagram and Facebook.”

Using AI to help create content doesn't necessarily hurt its visibility, he said. The finished product must reflect the agent’s voice, experience and market knowledge.

“The real differentiator is whether the content has the real estate agent’s own DNA,” Mehrbod said. “That means it’s customized to how they actually talk to their audience, not a one-sentence prompt.”

Mehrbod said agents should avoid broad topics already covered extensively, such as general first-time homebuyer tips. Content explaining what a local development could mean for property values in a specific neighborhood may be more useful.

Agents can strengthen their online presence by:

  • Naming the neighborhoods they serve
  • Posting local market updates and neighborhood FAQs
  • Sharing listings, testimonials and the stories behind completed sales
  • Publishing consistently across multiple platforms
  • Targeting specific search phrases instead of broad terms

For example, Mehrbod said “top agent in the Bay Area” would be difficult to rank for, while “top agent in Berkeley who speaks Spanish” is more achievable. Narrowing the focus to an individual neighborhood may produce even better results.

“But the bottom line hasn’t changed,” Mehrbod said. “Personalized content will outrank generic content, whether or not it started with an AI prompt.”

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