Artificial Intelligence October 21, 2025 7 min read

Building a Real Estate Online Presence Strategy to Get Found in LLMs (like ChatGPT)

When it comes to building an effective marketing strategy, being found online at the right time and for the right reasons should be right at the top of how you define success. After all, if no one can find you or your brand online, it’s almost as if you don’t exist.

That’s especially true if they’re looking for you and your brand directly. If they can’t find you when they’re intentionally looking for you, there’s a good chance they’ll go looking for someone else.

And while there’s a lot of places online someone can look for you online, there’s an increasing chance they’re going to be looking for you, or for someone like you, in LLM results (like ChatGPT, Google Overviews, Perplexity, etc).

That’s where building an online presence strategy can help. While a strong online presence strategy is an important part of being found in traditional search results, it also plays an important role in being found by people using LLMs (large language models – learn more here).

A successful online presence strategy, built and planned for LLM results, is 2 parts: Direct Brand Visibility and Indirect Brand Visibility, and your online presence strategy helps you get found in both.

1. Direct Brand Visibility in LLMs

Direct brand visibility is planning for when people are looking for you and your brand specifically and intentionally.

When it comes to planning for direct brand visibility in search, your online presence is a critical part of seeing success when someone is looking for you. For example: “Is Bob Smith a good real estate agent?” or “Do people recommend working with Mark Simons, the real estate agent?”. In both of these instances, someone is in the early research phase, and looking for direct information about you to help them make a decision as to whether they should reach out – and increasingly, they’re going to be asking LLMS, like ChatGPT, for help with those searches.

A solid online presence strategy, that’s successful in LLMs, for direct brand visibility, means working towards clearly identifying and bringing visibility to everything about you, your brand, and your business, including what you do, who you do it for, and how long you’ve been doing it.

Success in direct brand visibility for LLM starts with your own personal website. Without one, you won’t be able to create enough of a digital footprint, where you control all of the information, to be successfully found in LLM results, even for something as simple as a direct brand-related search. That’s because when someone does a direct search in an LLM, the results are often taken directly from your personal website, so the more you can control that information, the better chance you have of having your brand being portrayed the way you want it to.

★ Want to learn more about building an online presence strategy for AI search? Have a look at these posts:

2. Indirect Brand Visibility in LLMs

Indirect brand visibility is where people aren’t looking for you directly, but rather, for something indirectly related to you that you want to be found for in LLMs. It’s where someone is doing an indirect search for something or someone, and your brand is mentioned in the LLM results.

For example, “who is the top real estate agent in DC?” or “where can I find the most trustworthy agents in Toronto”. In both of these instances, the LLM result is likely to provide results that callout real estate agents, teams, and brands, that it believes fits the criteria of what someone is looking for. And much like traditional Google search results, the LLM just wants to provide the best possible answer – and your online presence strategy helps secure you as those answers.

A solid online presence strategy, that’s successful in LLMs, for indirect brand visibility, means building a marketing strategy that covers multiple channels, like having:

A modern personal website that clearly outlines you, your experience, your location, etc. (this is the primary place that LLMs pull these results from).
A well-rounded online review strategy, with reviews in multiple places and online platforms.
A solid back-linking strategy, with links to and from multiple authoritative online sources.
An established content strategy, that meets EEAT standards, and proves you and your brand’s authority on multiple different topics.

The other important aspect is brand mentions, meaning, having your brand mentioned on other websites, blogs, and online platforms, preferably on a list. For example, websites like RealTrends publish lists of the “best” agents in multiple different areas and locations, and websites like RateMyAgent rank agents, based on multiple criteria, to determine who is the best – and LLMs often use those as signals to indicate who to show in their results. The also further shows why having a strong online review strategy in place, as part of your online presence, is key to seeing success in LLMs.

To see success here, your online presence strategy must work towards associating your brand with whatever is being searched.

★ Want to learn more about building an online presence strategy? Have a look at these posts:

Online Presence, and Success in LLMs

Your online presence strategy, your search strategy, and your success being found in LLMs all go hand-in-hand.

Without a strong, modern online presence strategy, that plans for the way people are searching online right now, your chances of getting found at the right time, by the right people, will consistently decrease over time as the way people search and do research continues to change.

Want to get better, more qualified leads and build your authority? Our Inbound Marketing Guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.

Andre Bodnar, Founder at Artifakt Digital

Author: Andre Bodnar

Founder, Business Development

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