If you’re like most real estate professionals, you’ve probably spent years building your reputation through referrals, relationships, and local expertise. But today, many buyers and sellers are starting their search somewhere new: AI tools like ChatGPT, Google AI, Gemini, and Perplexity.
The good news? It’s still early. Agents who take action now have a real opportunity to increase their visibility before AI recommendations become even more competitive.
In a recent Colibri Real Estate webinar, Andrew Hong, founder of Tobe Agency, joined Colibri Real Estate’s Liam Waddy to discuss how AI is changing online search and what agents can do today to become more visible when buyers and sellers ask AI who they should work with on their real estate transaction.
Key takeaways
- AI Search Is Changing Agent Visibility: Buyers and sellers are increasingly using AI tools to research agents before making contact.
- Strong SEO Still Matters: The foundation of getting recommended by AI starts with solid SEO and accurate online information.
- Consistency Builds Trust Signals: Matching information across your website, Google Business Profile, Zillow, and other directories helps AI verify your credibility.
- Schema Can Create Faster Results: Proper website schema helps AI understand your expertise and may improve visibility more quickly than traditional SEO alone.
- Reviews and Authority Matter: Consistent reviews, updated profiles, and authoritative online mentions help strengthen your chances of being recommended.
Why AI visibility matters for real estate agents
For years, agents focused on ranking in Google search results. Today, AI platforms are becoming another important discovery channel.
Instead of typing “real estate agent near me” into Google, consumers are increasingly asking questions like:
- Who’s the best real estate agent in my area?
- Who specializes in first-time homebuyers?
- Who is known for luxury homes in my market?
AI tools analyze information from websites, business profiles, directories, reviews, and other online sources to generate recommendations. If your online presence doesn’t accurately reflect your expertise, you may never appear in those conversations.
Understanding SEO, GEO, and AEO
During the webinar, Hong explained three ways buyers and sellers can discover agents online today:
- SEO (Search Engine Optimization): Traditional search visibility on Google and Bing.
- GEO (Generative Engine Optimization): Visibility inside AI platforms like ChatGPT, Gemini, and Claude.
- AEO (Answer Engine Optimization): Appearing in direct answers and AI-generated responses.
While the terminology continues to evolve, the core principle remains the same: create trustworthy, accurate, and valuable content that search engines and AI tools can understand.
“The idea behind GEO is when someone types in ‘Who’s the best real estate agent in Austin, Texas?’ that you show up inside that search, inside the chat box.”
The four signals that influence AI recommendations
Hong shared four major signals that consistently influence whether agents appear in AI-generated recommendations.
Build a clear brand story
Generic descriptions like “hardworking” or “go-getter” don’t help AI understand what makes you different.
Instead, focus on:
- Your niche expertise
- Specific client successes
- Unique market knowledge
- Specialized services
Your brand story should appear consistently across:
- Your website
- Google Business Profile
- Zillow profile
- Realtor.com profile
- Other industry directories
The more clearly you communicate your expertise, the easier it becomes for AI to connect you with relevant searches.
Maintain consistent business information
One of the easiest fixes is ensuring your NAP information (Name, Address, Phone Number) is identical everywhere online.
Even small differences can create confusion.
For example:
- Suite 100 vs. #100
- Different phone numbers
- Old brokerage addresses
- Outdated contact information
When AI finds conflicting information, it becomes harder to verify your authority and expertise.
Strengthen your website foundation
Many agents focus on social media while overlooking their website.
According to Hong, your website remains one of the most important assets for AI visibility.
Focus on:
- Fast loading pages
- Buyer and seller resources
- Neighborhood pages
- Listing history
- FAQ content
- Proper technical optimization
The goal is to give AI clear, structured information about who you are, who you serve, and what makes you different.
Build authority through profiles and reviews
AI often validates information using trusted third-party sources.
Important platforms include:
- Google Business Profile
- Zillow
- Realtor.com
- Homes.com
- Facebook Business Page
- Yelp
- Apple Maps
Agents should regularly update profiles and actively collect reviews to strengthen authority signals.
The surprising power of schema
One of the webinar’s biggest takeaways centered around schema.
Schema is structured code added to a website that helps search engines and AI systems better understand content.
Hong shared an example where a client began appearing in AI searches just three weeks after implementing schema updates.
While schema isn’t a shortcut around quality content, it can help AI understand and categorize your expertise more effectively.
Five actions you can take this week
The webinar concluded with several practical actions agents can start immediately. ‘
1. Search for yourself in AI
Most agents have Googled themselves.
Far fewer have searched for themselves in ChatGPT, Gemini, Claude, or Perplexity.
Try searches like:
- Tell me about [Your Name] as a real estate agent in [City]
- Who is the best luxury real estate agent in [City]
- Who helps first-time homebuyers in [City]
Pay attention to:
- Accuracy
- Missing information
- Competitors being recommended
This simple exercise can reveal opportunities you may not have noticed before.
2. Update your profiles
Review and update:
- Google Business Profile
- Zillow
- Realtor.com
- Facebook Business Page
Make sure your branding, specialties, and contact information are consistent.
3. Ask for reviews
Reviews remain one of the strongest trust signals available.
Develop a repeatable process to request reviews after successful transactions.
4. Improve website content
Consider creating:
- Neighborhood guides
- Buyer resources
- Seller resources
- Market reports
- Frequently asked questions
Make content accessible on web pages rather than relying solely on downloadable PDFs.
5. Publish regularly
Keep your online presence active by sharing:
- Recent transactions
- Market updates
- Community involvement
- Client success stories
Regular activity signals relevance to both search engines and AI systems.
Watch the full webinar replay
AI search is changing how buyers and sellers discover agents, but the fundamentals remain the same: build trust, demonstrate expertise, and make it easy for people and technology to understand what makes you valuable.
If you want the complete breakdown, including Andrew Hong’s 90-day roadmap for improving AI visibility, watch the webinar replay now:
You’ll also learn more about the AI & Search Intelligence Blueprint, which provides a customized visibility audit and implementation roadmap for agents looking to accelerate their results.
Continue building your competitive advantage with Colibri Real Estate Membership
Staying visible in an AI-driven market requires ongoing learning and adaptation. That’s why top-performing agents invest in continuous education and professional development.
With a Colibri Real Estate CE Membership, you’ll gain access to:
- Unlimited state-approved continuing education courses
- Professional certification programs that help you build specialized expertise and stand out, including Certified Negotiation Expert, Certified Buyer Agent Expert, Property Valuation Expert, and the Real Estate AI Specialist (REAIS) certification
- Learning Snacks with practical tools, templates, checklists, articles, and quick training on topics like pipeline growth, branding, client care, and real estate investing
- AI MasterTracks training (included with Pro and Premier memberships), featuring live sessions, guided implementation, and on-demand learning to help you apply AI across lead generation, client conversion, transactions, referrals, and repeat business
- Exclusive discounts on professional certifications and Institute for Luxury Home Marketing training
Explore membership options and become part of a community of top real estate talent:
