The future of real estate marketing? It's AI-powered search
Brokerages and proptech companies need to think beyond Google. Clients are increasingly searching via chatbots, making “AI consistency” a critical new metric.
Key points:
- As ChatGPT and other AI tools become the go-to for real estate searches, consistently showing up as a recommended business will become crucial to success.
- Brands that are recognized as leaders or specialists in their niche are more likely to appear in AI recommendations.
- Brokerages, agents and proptech businesses need to evolve their digital strategies accordingly — here’s how to do it.
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The views expressed in this column are solely those of the author.
For years, the ultimate goal of real estate digital marketing has been securing that coveted top spot on Google. Real estate companies have poured resources into SEO, paid ads and local listings, all aiming for the "click" that would bring a prospective buyer or seller to their digital doorstep.
But what happens when the click is replaced by a conversation?
The rise of AI-powered search — think ChatGPT, Gemini or even smart assistants like Alexa — is fundamentally changing how people discover information, including real estate services and proptech solutions. Users are no longer just scanning a list of blue links; they're asking questions and expecting concise, curated answers.
This shift introduces a critical new metric: AI consistency.
A recent report by Detailed.com sheds fascinating light on this. It reveals how often AI provides the same information for the exact same query. While the full report covers various industries, its findings hold profound implications for real estate and proptech companies.
Let's break down what this means for you.
Is your business favored by the AI search gods?
The report found that for a given query, AI recommends the same brands a staggering 87% of the time. This isn't just about being mentioned; it's about being consistently recommended.
For real estate brokerages: Imagine a prospective homebuyer asking an AI chatbot, "Who are the best real estate agents for luxury homes in Aspen?" If your brokerage isn't consistently appearing in those AI-generated responses, you're missing out on a prime opportunity. This means traditional SEO efforts now need to be augmented by GEO (generative engine optimization) strategies that ensure your brand is deeply ingrained in the AI's knowledge base as a trusted, relevant entity for specific queries and locations.
For proptech companies: A developer might ask, "What are the most innovative property management software solutions?" — and you want to be part of that 87%. Your brand needs to be recognized by AI as a leader or specialist in your niche.
Action: Focus on "list inclusion" over just "ranking." Is your brand being consistently recognized and associated with your core services and geographies across various digital touchpoints?
Presence trumps position
Here's where things get interesting and challenging. While brands are consistently mentioned, the report shows that the order in which they are presented is highly volatile, with only 7% of responses having brands in the exact same order.
For all real estate companies: This change marks a critical turning point. In traditional search results, being first vs. third could mean drastically different click-through rates. In an AI-generated answer, the emphasis shifts from precise numerical position to simply being present in the curated list.
Action: Shift your mindset from rigid "rankings" to guaranteed "mentions." Don't obsess over being first in a list if you're consistently appearing somewhere in the AI's response. The goal is to be part of the conversation, not necessarily to lead it every single time.
Your brand's reputation, automated
AI doesn't just list names — it often adds descriptive commentary. The report noted an 88% sentiment consistency, meaning the tone and description of a brand tend to be very consistent over time.
For real estate brokerages: If a chatbot consistently describes your brokerage as "known for its aggressive pricing strategies" when you aim to be seen as "client-first and consultative," that sentiment can be more damaging than a low ranking. AI responses are becoming powerful reputation shapers.
For proptech companies: Does AI consistently highlight your solution's "ease of integration" or its "robust analytics"? This sentiment is now an essential part of your brand narrative.
Action: Proactively monitor and influence the narrative surrounding your brand. Ensure that the descriptors and sentiment associated with your business align with your desired brand identity. This could involve garnering positive reviews, ensuring consistent messaging across your digital footprint and engaging in thought leadership that reinforces your brand values.
How to adapt — and succeed — in the AI-first era
The implications are clear: AI consistency is the new digital share of voice, which means it's time to evolve your digital strategies.
Focus on trust and authority: AI models learn from vast amounts of data. The more your brand is cited, reviewed and linked to as an authority in your specific niche (e.g., luxury real estate in a certain neighborhood, agentic AI proptech solutions), the more likely AI is to include you.
Audit your digital footprint for AI: Beyond just keywords, how are you ensuring AI understands what you do and how well you do it? This involves clearly structured data, comprehensive "About Us" sections and clear value propositions.
Monitor your AI 'mentions': Just as you track keyword rankings, you should be monitoring how often your brand is mentioned in AI-generated responses for key queries and how well it conveys your brand sentiment.
Embrace niche specialization: AI often provides highly specific answers. If your brokerage specializes in commercial real estate in downtown areas, make sure that specialization is clear and consistent across your online presence.
The future of search is conversational. By understanding and adapting to the principles of AI consistency, real estate brokerages and proptech companies can ensure they remain at the forefront of client discovery in this exciting new era.
Derek Taylor is a vice president at leading real estate consultancy T3 Sixty, where he works with clients to create more efficient and profitable technology solutions and processes. A longtime real estate industry professional, Derek has managed billions of dollars in sales and developed thousands of agents capable of meeting the demands of this fast-evolving, dynamic industry. (Note: Real Estate News is an editorially independent division of T3 Sixty.)