How to Make ChatGPT Recommend Your Real Estate Agency

You might have noticed a decline in organic traffic lately. The reason behind this is that Large Language Models (LLMs) are taking up increasingly more online real estate. With AI Overviews, people scroll less to find the best search result. Or they just “Google” it in ChatGPT now.
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This doesn’t mean SEO is over. In fact, it’s more important than ever—but with a new purpose. Your website, listings, and content are now part of what trains and informs AI systems. This shift is part of a broader strategy called AI Optimization, and if you approach it right, you can become the agency AI recommends.

Think of tools like ChatGPT, Gemini, and Claude not as threats, but as new marketing channels. These platforms can already suggest properties, neighborhoods, and real estate agencies when users ask for help with their home search. That means your next client might find you through an AI assistant instead of a search engine.

In this guide, we’ll walk you through how AI is changing real estate search. And, more importantly, how to use ai for real estate marketing and what steps to take to make sure your agency is visible on the tools homebuyers are using more and more often.

How AI Is Changing the Real Estate Industry

As a real estate agent, you already know how to use chat gpt in real estate everyday tasks. It’s much easier writing listings, building pitch packages and drafting board letters. According to Benzinga, real estate companies are using AI to create marketing campaigns, automate client communications, analyze market data, and speed up due diligence. This helps agents like you cut costs, spot trends, and close deals faster. That’s all great, but the real question nowadays is how can AI help a real estate agent close more leads.

Homebuyers use LLMs for a variety of purposes. In the near future, we can expect AI agents to handle tasks like comparing apartments, negotiating prices, or scheduling home viewings. For now, people mostly rely on ChatGPT for real estate research, but still do their due diligence on their own.

Let’s see what this particular GPT can do:
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As you can see, it gives general recommendations based on sources like Wikipedia and large platforms like Sabbatical Homes. It even seems to check some of the listings. You still have to do most of the search yourself, but it helps you figure out where to start.

But there’s no need to worry—AI won’t replace agents entirely. Home buying and renting is still personal. People want real advice from someone with experience who can guide them through major decisions.

And then there are the ethical concerns around how reliable LLMs really are. Just take a look at how this Reddit user ended up in what felt like a Black Mirror episode while apartment hunting:
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But let’s get back to marketing and explore how to get to LLMs work as your brand ambassador and how ai real estate lead generation works.

How AI Picks Real Estate Recommendations

The way AI tools like ChatGPT, Gemini, and Perplexity surface real estate recommendations is technically different from how Google has worked over the past 20 years. Instead of ranking web pages based on backlinks or domain authority, these models analyze, summarize, and interpret content.

That means even a beautifully designed agency site with strong SEO can be overlooked—if the content isn’t informative, current, or structured in a way AI understands.

Let’s break down what that really means for your real estate marketing strategy.

AI Interprets, It Doesn’t Search

When someone asks an AI assistant about the best neighborhoods to buy in, or how to find short-term rentals abroad, the model isn’t listing results like Google. Instead, it pulls from the massive pool of content it was trained on (thousands of property listings, market reports, blogs, news articles, and reviews) and builds a response based on context, tone, and credibility.

These models rely on a method called tokenization - breaking down text into smaller parts (tokens) and predicting what comes next based on patterns. That’s how they generate human-like answers that sound informed and conversational.

Here’s the important part: AI only “remembers” what’s been published in clear, structured language, referenced across multiple sources, and cited on platforms it trusts.

From Listings to Language: What AI Trusts in Real Estate

To understand how AI forms its “understanding” of your real estate brand or agency, it helps to borrow a concept from PR: the PESO model—Paid, Earned, Shared, and Owned media. This framework is increasingly relevant when using AI to get real estate leads.

• Paid Media: Google Ads, promoted listings, or paid features in real estate magazines
  
  
• Earned Media: Mentions in national or local news, press coverage, expert roundups, industry awards
  
  
• Shared Media: Social media posts, influencer shoutouts, YouTube videos about your listings
  
  
• Owned Media: Your website, blog, and structured data like schema markup and FAQs
  
  

Recent studies show that AI models lean heavily on earned media (61%), followed by owned content (44%). Shared and paid media contribute far less—social media alone accounts for under 1% of influence.

So if your agency or listings are featured in outlets like The New York Times Real Estate, Architectural Digest, or trusted local publications, you’re far more likely to show up in an AI-generated answer about “best neighborhoods for families near Austin” or “affordable homes in up-and-coming areas” and get AI real estate leads.

How to Get Real Estate Leads Using AI 

If you want your agency to be recommended by AI, you need to ensure your online presence is easy for machines to understand and trustworthy enough for them to reference.

Here’s a step-by-step action plan to help you show up in AI-generated results.

Step 1: Make Your Website Easy for AI to Understand and Use

Organize Your Website Like a Real Estate Knowledge Base

AI needs clearly structured content to extract helpful answers. Treat your blog and service pages like a detailed FAQ hub.

• Use clear titles and subheadings to break down topics.
  
  
• Create detailed guides for locations or property types.
  Example: A guide titled “Buying a Home in Dallas” should include sections on average prices, financing tips, school districts, and neighborhood comparisons.
  
  
• Link related articles together—this helps AI understand your site structure and increases content depth.
  
  

Build Content Hubs Around Key Locations or Buyer Needs

Group content into logical clusters that reflect how clients search for information.

• Start with a main page like "Relocating to Seattle."
  
  
• Link to supporting pages such as “Best Suburbs for Families,” “Seattle Condo Market in 2025,” or “Neighborhoods Near Tech Companies.”
  
  
• Create landing pages for each buyer type: first-time buyers, investors, retirees, etc. This will help cover more queries and also feel more personalised for each demographic.
  
  

Use AI-Friendly Formatting

The easier it is to scan your content, the better AI tools can understand it.

• Break down features into bullet points (e.g., “3 beds, 2 baths, private garage”).
  
  
• Include charts comparing neighborhoods, rental yields, or property types.
  
  
• Add short Q&A sections under each service or listing, using real user questions.
  
  

Add Alt Text and Visual Descriptions

AI can’t “see” your images—but it can read what you write about them.

• Use alt tags that describe the setting, style, or appeal of each image:
  “Open-plan kitchen in a newly built townhouse in Fort Lauderdale with quartz countertops and skylights.”
  
  
• Add captions that include location and lifestyle details.
  
  

Share Real-World Expertise

AI favors original, informative content over generic fluff.

• Include agent insights like “Why this neighborhood is gaining popularity” or “Local zoning changes affecting development.”

• Feature short case studies or client success stories to show authority and experience.
  
  
• Add local knowledge—AI values tips that users can’t find elsewhere.
  
  

Make It Technically Readable for AI Crawlers

• Use schema markup like RealEstateAgent, Offer, Place, and LocalBusiness to define your content.
  
  
• Keep your robots.txt file open to AI crawlers like GPTBot, ClaudeBot, and Google-Extended.
  
  
• Test accessibility with SEO tools and make sure all key content is visible to bots (not locked behind logins or pop-ups).
  
  

Step 2: Build Your Authority Beyond Your Website

Get Mentioned in High-Trust Sources

AI relies heavily on information from trusted third-party websites. Make sure to: 

• Pitch your agency for inclusion in local or national “Top Agent” and “Best Brokerage” lists. Your local listings surprisingly became the best ai tools for real estate agents.
  
  
• Reach out to journalists covering real estate trends—offer yourself as an expert source or provide local data insights.
  
  
• Submit your agency to review-driven platforms like Expertise.com or PropertySpark.
  
  

Write Thoughtful Guest Content

Articles you publish on other platforms can influence AI just as much as your own site—if not more.

• Submit pieces to regional real estate blogs, business news sites, or real estate sections of large publications.
  
  
• Cover useful topics like:
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  “When to Sell in a Cooling Market”
  “Rising Mortgage Rates: What Buyers Need to Know in 2025”
  “How to Evaluate ROI on a Rental Property”
  
  
• Choose platforms already ranking in Google or mentioned on Wikipedia.
  
  

Engage Where AI Learns: Forums and Community Q&A

AI models learn from places like Reddit, Quora, and niche Facebook Groups:

So try:

• Creating helpful answers on subreddits like r/RealEstate or r/FirstTimeHomeBuyer.
  
  
• Answering questions thoroughly without being promotional.
  
  
• Including links to your guides in your profiles (not in the comments!). This helps avoid spam flags while establishing credibility.
  
  

Step 3: Monitor How AI Uses Your Content

While traditional analytics tools don’t yet show how often ChatGPT recommends your agency, there are ways to stay ahead.

• Use tools like SE Ranking or Ahrefs to track whether your pages are being pulled into Google’s AI Overviews.
  
  
• Run key searches like “top real estate agencies in Denver” or “how to buy a house in Boston” and observe which content is being referenced.
  
  
• Update your content regularly to match the format, depth, and freshness of what's being shown in those AI results.
  
  

Step 4: Strengthen the Trust Signals Across Your Brand

AI looks for consistency and credibility. If your agency’s reputation isn’t clear across the web, you’ll be overlooked.

• Remember about local SEO and keep your Google Business Profile current with accurate hours, phone numbers, services, and reviews.
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• Ensure your information matches across Zillow, Realtor.com, Yelp, Redfin, and other listing platforms.
  
  
• Collect authentic client reviews that go beyond “great service.” Encourage details like how you helped, challenges you solved, and what made your agency stand out.
  
  
• Add visual trust signals on your site: badges for REALTOR®, IREM®, NAR®, or local real estate boards.

Bonus Tips: Go One Step Further

• Create explainer videos and upload them to YouTube. AI often references YouTube when answering location-based or process-related questions.
  
  
• Host a podcast or be a guest on others discussing local housing markets. These often get quoted or transcribed by AI tools.
  
  
• Build a glossary of real estate terms on your site. AI tools often pull from well-written definitions to answer “what is…” queries.

Start Now: Prepare Your Agency for the Future of AI Search

AI tools are already reshaping how people search for homes and agents. Your job isn’t just to rank high—it’s to get picked by AI.

That means:
☐ Creating structured, in-depth content
☐ Appearing in trustworthy, third-party sources
☐ Optimizing your site and listings for AI readability
☐ Showcasing trust, authority, and local expertise

At Promodo, we’re already helping real estate clients thrive in the age of AI search - whether it’s SEO for AI Overviews, getting featured on top-tier publications, or creating content that AI loves to reference. Here is one of them:

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Future-proof your agency

Let’s make sure you're not just searchable—but selectable.

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