How to stay competitive as AI enters a ‘new frontier’
Most real estate pros agree: AI won’t replace agents. But those who use it to grow their business must do so responsibly and thoughtfully to keep client trust.
The pool of real estate AI tools available to industry professionals and consumers is seemingly expanding by the day — and a recent survey indicates agent adoption of emerging tech isn't far behind.
While embracing AI will be essential to survival for many agents, they will "need to be very responsible and thoughtful" in how they deploy it, according to industry marketing specialist Angie Javier.
"AI is not going to take over your job," Javier emphasized during a NAHREP at AVANCE Global workshop last month. "At the end of the day, buyers and sellers need that human connection — someone to take them through the home, to the kitchen table, explaining to them the process."
SEO, GEO … say again? Most people understand the importance of search engine optimization (SEO) when creating content — but buckle up, because generative engine optimization (GEO) is next.
"This is really the new frontier of AI for real estate," Javier said.
SEO is "still relevant," but "what's more important now is GEO, because GEO is you showing up in an AI search," she explained. "It's not about Google search ranking — it's about relevance in your content."
GEO is "truly the future of AI for real estate practitioners — and the future is already here."
Consistent, informative messaging is key: Agents should prioritize video as part of their GEO strategy, Javier said — but that doesn't mean every day. "If you want to just do two videos per month on something relevant to real estate in your community, that is fine — as long as you're consistent."
Tone is also important for articles, blog posts and social media captions. "Write more like a teacher and not a salesperson" by focusing on storytelling rather than rankings or awards, Javier advised.
Another pro tip? Consider structuring written content in Q&A or bulleted formats, "because large language models and generative AI — that's how they pull the information from the internet."
Be upfront — and compliant: Clearly outline AI use policies — as you would for brand and social media guidelines — to ensure your team knows when and how to use new tech responsibly. "Always review these policies with your broker or legal counsel before implementing, because that second set of eyeballs will definitely be helpful," Javier said.
Transparency can also build trust with clients. "Whether you say it or not, these tools are going to start telling your followers, 'This person did it through AI,'" she said, adding that agents can get ahead by simply flagging when and where they use AI.
Protect your clients: Client data shielding "should be included in your usage policy or your code of conduct," Javier said. Instead of entering detailed client information — such as their name or listing address — into a tool like ChatGPT, make the prompt less specific by focusing on the city, number of bedrooms and approximate square footage.
"Generalize it," Javier urged. "We don't have to put all the details in there."