Where and how real estate buyers look for information is changing rapidly. As consumers become more comfortable with AI, buyers and sellers are increasingly not browsing your site, but asking AI to weigh in first. From “Should I Buy a House in Denver This Year?” to “What is my house worth in the current market?”. AI tools – and not just search engines – are becoming the starting 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 US desktop search traffic as of June 2025, a number more than double the year before. Other studies have shown that one in ten people use generative AI for an online search, meaning tools like Google’s AI overview provide the answers they need without the need for further clicks. Maybe that shift is the reason Gartner predicts that by 2026, traditional search engine volume will drop by 25% as AI chatbots take over more searches.
For real estate professionals, this means that AI – not your website – becomes the new “front door” for buyers and sellers. This requires an undeniable change in your digital marketing strategy. Often referred to as Answer Engine Optimization (AEO), this new approach is essentially the like-minded sister of SEO. Instead of optimizing for search engines, AEO tailors your content to AI tools like ChatGPT, Google Gemini, Perplexity and the like.
But as AI becomes the first stop for potential customers, how can you be there when buyers and sellers start asking questions? You must be the answer, not just a destination. Here are seven best practices to help you get started in AI search:
1. Speak (and write) like a local
AI prefers content that reflects conversational, locally nuanced questions. Make sure you include content on your website that reflects how a customer would engage. For example, “How much will a 3-bedroom house in East Austin be worth in 2025?” or “Should I sell my house before buying in Charleston, SC?”. Use these question and answer style headings to make the AI tools crystal clear about what content is being offered.
To further emphasize your local connection, consider creating a dedicated agent page shows each agent’s licensing information, service areas, specialties, and brokerage information. Be sure to use natural, conversational writing on these pages. For example, you might write, “I help families in Belmont and Waltham navigate the 55+ community market.” This ensures that 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 these elements can make it difficult for AI to read. To strengthen the content of your listing and make the information more AI-friendly, make your listings searchable with static HTML, and skip the complicated, hidden JavaScript. Use structured data (e.g. RealEstateListing, Offer, Place, LocalBusiness) to tell AI what your content means and don’t ignore property descriptions. AI loves details, so provide rich descriptions for each listing, such as: “Newly renovated 4-bed Craftsman in Ballard with 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. Mark your pulse at the local market
The adage “all real estate is local” has never been more true! AI comes from trusted, educational sources, not just advertisements. Position yourself as the local expert by publishing informative content such as neighborhood guides that highlight schools, walkability, community spirit and developments; step-by-step local buying guides such as “How to Buy a Home in Framingham in 2025.”; and publish regular monthly market snapshots with price trends, inventory shifts and seasonal insights.
You can also showcase evidence of your expertise by highlighting recent closings, customer testimonials and awards. This content builds trust and influence, both for customers and for AI recognition.
One housekeeping point: keep your Google Business Profile fully up to date with full business details, recent positive reviews and specific neighborhood listings. Local AI tools often start by referencing Google Business Profile data, so this step is a no-brainer.
4. Anticipate the questions AI is likely to ask!
What questions do modern buyers ask? You probably already know the answer, but have you tailored your content to the answers? AI tools pull answers from websites that explain things clearly and directly, so your content should do the same. Start with a simple definition or takeaway points and then expand with supporting details. Use structured formats like headings, bullets, and summaries to help AI parse your content more effectively. That way when someone asks, “What is the average down payment for first-time buyers in Nashville?” your content has a higher chance of appearing. When AI tools answer local real estate questions, you want to be their source!
5. Be Where AI Looks (Hint: It’s Not Just Your Website!)
Keep in mind that AI resources include more than just your homepage. It includes guest posts on neighborhood blogs and bylines in local publications. Consistency in your AI-friendly tone and a structured response format across all platforms deliver the quotes AI relies on. You can also build authority by sharing insights on platforms like LinkedIn, Substack, Medium, and even Reddit or Quora. Publish short videos to YouTube and Instagram and add clear captions or transcripts to make content even more searchable. Remember, the more you diversify your digital footprint, the more likely AI is to surface your content wherever it resides.
6. Use FAQs and Q&A forms as your AI cheat codes
Including an FAQ section on your website can also increase your chances of being featured in AI-generated comments. AI prefers FAQ sections that are clearly formatted in a specific question and answer format, especially a concise headline followed by a concise answer. By integrating this approach, AI systems can easily identify your content and display it directly in comments – giving your content a chance to rise to the top.
As an added bonus, consider including an FAQ that shows real customer discussion. This not only makes your information more AI-friendly, but also shows authority and local momentum that is so crucial 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 mentioned in common local real estate answers. Are they blogs, local news sites or agent websites? Do you show up where you thought you would? If not, who? Remember that AI is not just about the type of content, but also its structure and the tone it uses. Use analytics and AEO insights to refine your approach and test new scenarios to see what works best.
AI is rapidly changing the way customers search for information. As website traffic shifts from solely SEO-driven to a combination of SEO and AEO together, it’s critical to understand how to leverage both capabilities. With AOE, you can deliver content that educates, answers, and builds trust, but is also structured so AI tools can find and cite it. Incorporating these best practices into 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 staff and its owners. To contact the editor responsible for this piece: [email protected].
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