Where and how real estate buyers search for information is changing quickly. As consumers become more comfortable with AI, increasingly, buyers and sellers aren’t browsing your site but rather they’re asking AI to weigh in first. From “Should I buy a house in Denver this year?” to “What’s my home worth in today’s market?”. AI tools – not just search engines – are becoming the go-to entry points for these common real estate questions.
A recent story in the Wall Street Journal found that AI-powered search tools like ChatGPT and Perplexity captured 5.6% of U.S. desktop search traffic as of June 2025, a number more than double from the year prior. Other studies have noted that one out of 10 people start by using generative AI for an online search, meaning tools like Google’s AI Overview provide the answers they need without requiring further clicks. Perhaps that shift is why Gartner is predicting that by 2026, traditional search engine volume will drop by 25% as AI chatbots take over more queries.
For real estate professionals that means AI – not your website – is becoming the new “front door” for buyers and sellers. This requires an undeniable shift in your digital marketing strategy. Often referred to as Answer Engine Optimization (AEO), this new approach is essentially SEO’s like-minded sister. Instead of optimizing for search engines, AEO gears your content toward AI tools like ChatGPT, Google Gemini, Perplexity, and the like.
But as AI becomes the first stop for prospective clients, how can you be there when buyers and sellers start asking questions? You need to be the answer, not just a destination. Here are seven practical tips to help get you started showing up in AI-search results:
1. Speak (and write) like a local
AI favors content that mirrors conversational, locally nuanced questions. For your website, be sure to incorporate content that reflects how a client would engage. For example, “How much is a 3-bedroom home in East Austin worth in 2025?” or “Should I sell my house before buying in Charleston, SC?”. Use these Q&A-style headings to make it crystal clear to the AI tools about what content is provided.
To further emphasize your local connection, consider creating a dedicated agent page that showcases each agent’s license info, service areas, specialties, and brokerage details. Be sure to use natural, conversational copy on these pages. For instance, you could write, “I help families in Belmont and Waltham navigate the 55+ community market.” This ensures AI understands who you are, what you offer, and where you offer it! Using a structured schema like RealEstateAgent on your agent page can also help explicitly tell AI what it needs to know.
2. Make your listings AI-friendly from the start
Your website may look great visually but often those elements can make it hard for AI to read. To amplify your listing content and make the information more AI-friendly, ensure your listings are crawlable with static HTML and skip the complicated, buried JavaScript. Use structured data (e.g., RealEstateListing, Offer, Place, LocalBusiness) to signal to AI what your content means and don’t neglect property descriptions. AI loves detail so create rich descriptions for each listing such as, “Newly renovated 4-bed craftsman in Ballard with a gourmet kitchen and walkable brewery scene.” [Hint: You can use AI and lean into automation to create that copy and help execute if you aren’t sure where to start!]
3. Highlight your pulse on the local market
The adage “all real estate is local” has never been more true! AI pulls from trustworthy, educational sources, not just ads. Position yourself as the go-to local expert by publishing informational content such as neighborhood guides highlighting schools, walkability, community flavor, and developments; step-by-step local buying guides like “How to buy a home in Framingham in 2025.”; and publish regular monthly market snapshots offering pricing trends, inventory shifts, and seasonal insights.
You can also highlight proof of your expertise by showcasing recent closings, client testimonials, and awards. This content builds trust and influence, both for clients and for AI recognition.
One housekeeping item of note: Keep your Google Business Profile fully up to date with complete business details, recent positive reviews, and specific neighborhood mentions. Local AI tools often start by referencing Google Business Profile data so this step is a no brainer.
4. Anticipate the questions that AI is likely to ask!
What questions are modern buyers asking? You probably already know the answer, but have you mapped your content to the answers? AI tools are pulling answers from websites that explain things clearly and directly so your content should do the same. Start with a simple definition or takeaway, then expand with supporting details. Use structured formats like headings, bullet points, and summaries to help AI parse your content more effectively. That way when someone asks, “What’s the average down payment for first-time buyers in Nashville?” your content has a better chance of appearing. When AI tools answer local real estate questions, you want to be their source!
5. Be Where AI Is searching (Hint: It’s not just your website!)
Remember, AI sources include more than your homepage. It includes guest posts on neighborhood blogs and bylines in local publications. Consistency in your AI-friendly tone and a structured answer format across all platforms builds the citations AI relies on. You can also build authority by sharing insights on platforms like LinkedIn, Substack, Medium and even Reddit or Quora. Publish short-form videos on YouTube and Instagram, and include clear captions or transcripts so the content is even more searchable. Consider that the more you diversify your digital footprint, the more likely it is that AI will surface your content, no matter where it lives.
6. Use FAQs and Q&A forms as your AI cheat codes
Including a FAQ section on your website can also boost your chances of being featured in AI-generated responses. AI favors FAQ sections clearly formatted in a specific Q&A format, most notably a succinct heading followed by a concise answer. By incorporating this approach, AI systems can readily identify and surface your content directly in responses – and gives your content a chance to rise to the top.
As an added bonus, consider including an FAQ that showcases a real client discussion. This not only makes your information more AI-friendly but demonstrates authority and a local pulse that is so critical to your overall credibility.
7. Test, fail… and test again
After making these changes don’t forget to stop and assess which elements are working. Check which websites are being cited in common local real estate answers. Is it blogs, local news sites, or agent websites? Are you showing up where you thought you might? If not, who is? Remember when it comes to AI it’s not just about the type of content, but how it’s structured, and the tone that is used. Use analytics and AEO insights to refine your approach and test out new scenarios to see what works best.
AI is rapidly reshaping how clients seek out information. As website traffic shifts from exclusively SEO driven to a mix of SEO and AEO together, understanding how to make use of both avenues is vital. With AOE you can deliver content that educates, answers, and earns trust, but is also structured in a way that AI tools can find and quote. Incorporating these practical tips to be found in AI search can help you stay ahead of the competition and keep your business visible in the age of AI.
Dave Carter is the vice president of marketing at Lofty.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: zeb@hwmedia.com.
