When we think about search, most of us still think of Google. But a revolution is underway that could redefine how real estate agents are discovered.
Elite Agent Manager Editor, Samantha McLean, has been warning of the coming AI-revolution for SEO for some time now, and now agents in the US are trying to get ahead of the changing landscape.
According to Jimmy Burgess, AI-driven search is now the biggest shift he’s seen in his 31-year career.
“Consumers are starting to ask questions they used to type into Google directly to AI tools like ChatGPT or Gemini,” Mr Burgess said.
“If you learn how to show up in those results now, you’ll move to the front of the line.”
The search revolution has already begun
Gartner predicted “traditional search engine volume will drop 25% by 2026” as AI chatbots and virtual agents siphon some queries
“This is a major shift,” Mr Burgess said.
“People are searching in multiple places, Google, social media, and now AI. That means you must show up everywhere.”
Social media algorithms increasingly behave like search engines, serving content based on what users ask for.
The “TikTok effect,” as Mr Burgess calls it, is training users to search conversationally, and AI tools are doing the same.
“When I use ChatGPT, I’m asking questions in natural language,” he said.
“That means your content should sound like answers to real questions, not headlines stuffed with keywords.”
Optimise your Google Business Profile
AI systems love structure and clarity.
The Google Business Profile is designed around both.
“It asks for your areas of service, your office location, and your contact details—all in an organised format that AI can easily scan,” Mr Burgess said.
He recommends ensuring every field is complete and consistent, including the reviews section. “AI trusts consistency,” he said.
“It’s looking for agents who appear active, reliable and well-reviewed.”
Publish hyper-local content
“AI rewards the agents who own their niche,” Mr Burgess said.
“Create content about hiking trails, restaurants, local schools, anything that shows you’re part of the community.”
Geographic keywords help AI tools identify you as the local expert and quote your reviews when users ask who the best agents are in your area.
Stay consistent across every platform
Your name, company, and contact details should match across every site.
“AI cross-checks information,” Mr Burgess said.
“If your phone number or team name differs from one site to another, it confuses the system. Order and uniformity make you easy to recommend.”
Get featured in local and industry media
Being quoted by reputable outlets signals authority, which AI recognises and rewards.
“Your local TV station, newspaper or community website is always looking for content,” Mr Burgess said.
“Share insights about sales trends, record prices or unique market stories.”
He also encourages agents to pitch articles to real-estate publications.
“When media outlets cite you, AI begins to view you as a trusted expert,” he said.
Use YouTube as a local search engine
YouTube remains tightly linked to Google and is a key source AI pulls from.
Mr Burgess recommends creating short, conversational videos about neighbourhoods, schools, and amenities.
“Write your titles as if you’re answering a question someone would ask ChatGPT,” he said.
“‘What are the best family-friendly neighbourhoods near Santa Rosa Beach?’ That’s exactly how people search now.”
Stay active and research where you rank
Recency matters. “AI wants fresh content,” Mr Burgess said.
“Post regularly on social media, update your Google Business profile, and research which sites AI is referencing when naming top agents.”
He suggests testing searches for yourself, and even on a friend’s device, to see which websites AI cites.
Keep your content fresh and let AI help
Posting quarterly is no longer enough. Mr Burgess recommends monthly market updates and weekly social posts.
To stay efficient, he suggests using AI to repurpose your own material.
“If you’ve written a good Instagram caption, ask ChatGPT to turn it into a LinkedIn article or a YouTube script,” he said.
“AI can help you multiply your reach with minimal effort.”
A new frontier for visibility
“This is the biggest change I’ve seen in real estate marketing,” Mr Burgess said.
“The agents who act now, who optimise, stay consistent, and publish conversational, local content, will dominate the next era of search.”
