What if your next client approached you 4 times more ready to sell? For agents prepared for the new world of AI search, this is becoming a reality.
HubSpot’s latest Marketing Against the Grain episode lands a blunt message: online search has tipped from ten blue links to one flowing chat.
For agents who are prepared, the payoff is likely to be sellers approaching you with a 4x greater intent to take action.
For example, A homeowner in Bardon types “sell a pre‑war Queenslander with an unfinished deck” into ChatGPT and walks away with a checklist and three local agents.
No search results page, no polite clicking around.
This trio dropped some serious insights in their “Marketing Against the Grain” podcast about ranking #1 in ChatGPT results—and the implications for real estate agents are huge.
Based on my own testing, as well as the current thinking by Hubspot and others, here’s what I think you need to know.
The TLDR: AI Search is gaining ground
According to HubSpot’s latest research, people are shifting from traditional Google searches to having full conversations with AI systems like ChatGPT, Claude, or Gemini.
For real estate agents, this could mean potential home sellers are having detailed conversations like:
“I need to sell my 4-bedroom family home in [your suburb]. I’ve lived here for 15 years, and it needs some minor renovations, and I want to move before the school year starts. Who’s the best agent for my situation, and what should I expect for pricing and timeline?”
And here’s the kicker from HubSpot’s data: These AI-powered conversations are producing visitors who are 4 times more ready to take action compared to traditional Google searchers.
Why? Because by the time they contact a business, they’ve already completed most of their research and decision-making process within the AI chat.
The Search Revolution Happening Right Now (and why you need to pay attention)
According to the HubSpot team, we’re witnessing “one of the wildest disruptions” in marketing history, and it’s happening faster than anyone anticipated.
I began searching for a special dress for a 10th anniversary celebration using ChatGPT’s extensive deep research capabilities.
On previous occasions, I might have gone to Google.
And I’m not the only one changing behaviours.
The Hubspot team point out several reasons for this:
The Trust Revolution: As Kieran Flanagan explains, people now trust AI responses more than traditional search results because they perceive them as “objective and unbiased.”
When someone asks ChatGPT for recommendations in any industry, they’re more likely to trust that advice than sponsored Google ads or even organic search results.
The Conversation Revolution: Aja Frost points out that instead of the old model where people would refine their Google searches 20+ times to get the right answer, they now have one conversation with AI that asks clarifying questions and provides a comprehensive, actionable response.
The Authority Revolution: Perhaps most surprisingly, HubSpot’s research reveals that AI systems are largely indifferent to the domain authority that Google places such high value on.
The trio discuss the finding that ChatGPT is “primarily citing sites that rank lower in traditional Google search results” – meaning newer websites with specific, relevant content can outrank established players.
The Content Revolution: The shift from what Aja calls “quality-focused” content to “specificity-focused” content.
Instead of creating a single comprehensive guide on a topic, successful businesses will need hundreds of specific guides tailored to different situations, personas, and contexts.
Why Website Visits Don’t Matter Anymore
One of the most controversial points raised by the HubSpot team is that traditional metrics are becoming irrelevant.
Kipp Bodnar argues that “visits are fundamentally less important and in some ways unimportant” in the new landscape.
Here’s why: In the old model, someone might visit your website five to ten times over several weeks before contacting you.
Now, they’re doing all that research within AI conversations and only visiting your website once, when they’re ready to take action.
As the team explains, you need to shift from measuring:
- Website traffic → Share of voice in AI responses
- Keyword rankings → Mention frequency for specific situations
- Page views → Quality of final conversions
The Speed of Change: Why This Matters Right Now
The numbers that should concern every service provider:
- ChatGPT reached 1 billion users in 2.5 years (Google took 13 years)
- 80% of buyer journeys currently start with Google search
- This is projected to shift to 95% starting with AI search
- When Google’s AI mode becomes default (happening soon), traditional organic search results get 33% less traffic
The Shift from “Research Mode” to “Action Mode”
As Kieran Flanagan explains in the podcast, we’ve moved from Google being an “answer engine” to AI systems being “action engines.”
This fundamentally changes how potential clients find and choose service providers.
The Old Way (Google Search Engine):
- Person searches for general information about their problem
- Clicks through multiple websites over several weeks
- Reads generic advice articles
- Eventually searches for local service providers
- Visits multiple business websites, reads reviews
- Compares options over more weeks
- Finally makes contact (often still in research mode)
- Total journey: 3-8 weeks of research before meaningful contact
The New Way (AI Action Engine):
- Person opens ChatGPT/Claude and explains their complete situation
- AI asks clarifying questions about their specific circumstances
- Receives personalised advice for their exact needs
- Gets tailored recommendations based on their situation
- Understands expectations, timeline, and next steps
- Contacts recommended provider with clear intent
- Total journey: 1-2 conversations before ready to take action
Where do the AIs get their information?
HubSpot’s research reveals that brand websites only appear in 9% of AI citations. When someone asks AI for recommendations in any industry, the systems are primarily pulling from:
- Review aggregation sites
- Community forums like Reddit
- Local Facebook groups
- Third-party comparison platforms
- Industry publications (like Elite Agent)
These are things I have observed in my testing as well; the AIs are pulling information from up to 30 or 40 sources.
For real estate agents, this suggests that your professional website might not be where AI systems are finding information about you.
Personal recommendations
As Aja Frost explains, AI excels at personalised recommendations. Instead of generic searches, people might be asking AI questions like:
- “Who’s the best professional for my specific situation in [area]?”
- “I need someone experienced with [specific type of transaction]”
- “Who handles [specific circumstances] in [location]?”
Context
AI systems are looking for content that matches the specific context someone provides. Generic business descriptions and “why choose us” pages may not be sufficient anymore. “We will handle all your real estate needs” won’t cut it any more.
From what I’ve seen, the systems appear to favour content that addresses specific situations with real data and outcomes – and Hubspots research confirms this.
Here are some action steps to think about
1. Create Hyper-Specific Content for Different Situations
Following the HubSpot team’s emphasis on “specificity” over “quality,” you might consider creating content that addresses very specific scenarios rather than general topics.
This could mean developing content around:
- Specific property types in your area
- Particular market conditions
- Different client circumstances
- Unique local factors
Each piece might include:
- Specific local market data
- Recent comparable examples
- Exact timelines and processes
- Real case studies from similar situations
2. Leverage Your Original Data
Following Aja Frost’s advice about using original data, consider how you might use your own experience and results:
- Local market insights from your transactions
- Timing patterns you’ve observed
- Outcome data from different approaches
- Trend analysis from your local area
3. Get Strategic About Your Online Presence
Focus on the platforms AI systems actually reference High Priority:
- Local community forums and groups
- Industry review platforms
- Local news and publications
- Professional industry sites
Your Goal: Aim to be mentioned in context for specific situations, not just generally.
4. Build Your “Situation-Specific” Reputation
Following the HubSpot strategy of focusing on specific personas and contexts, you might consider becoming known for particular scenarios rather than trying to be everything to everyone.
5. Content That Might Get AI Attention
Create content that could answer the specific questions people are asking AI:
Instead of: Generic advice content
Consider: Specific case studies and situation-based guidance
Instead of: General “why choose me” content
Consider: Detailed examples of successful outcomes in specific circumstances
6. Track Your AI Visibility
Start monitoring:
- Whether you’re mentioned when people ask AI about services in your area
- What specific situations might trigger your name in AI responses
- Which platforms are AI systems citing when they mention local professionals
Tools like XFunnel (mentioned in the podcast) or similar AI visibility tracking tools can help, though they’re still evolving.
The Bottom Line: Act Now or Be Invisible
I actually genuinely don’t know how long we’ve all got to get our acts together. But what I do know is the technology (and progress!) always wins.
The service providers who thrive in the next 2-3 years will likely be those who understand this shift early.
While competitors may still be optimising for traditional Google keywords, you could be optimising for AI conversations about specific situations and needs.
Consider starting this week:
- Audit your content – Is it specific enough for AI to cite you for particular situations?
- Identify your niche – What type of seller situation do you want to be known for?
- Create one piece of hyper-specific content based on a real success story
- Join and contribute to local online communities where potential clients discuss their needs
- Track mentions – Start paying attention to how often you appear in AI responses
The goal isn’t just to get found – it’s to get found by people who are already 4x more ready to take action.
In the AI search world, being mentioned in the right context for the right situation could be worth more than ranking #1 for generic terms.
The question isn’t whether this shift will happen – it’s whether you’ll be visible when it does.
Check out my previous articles on this topic
- Early thoughts on the topic How AI Search May Change Everything
- Testing Operator and Deep Resarch How AI Ranks Real Estate Agents
- Spark – Member Drop – Get the full video from me about agent search here
Want to test your current AI visibility? Try asking ChatGPT or Claude about professionals in your industry and area for specific situations. See if you appear—and more importantly, see who does. Try this with Deep Research both checked on and off.
