Creating an AI Visibility Strategy for Your Real Estate Brand
When it comes to building a solid, successful search strategy, planning for visibility in all of the ways and places that people look for answers (or look for agents) is continually changing. It’s no longer enough for you to only plan for showing up for a group of keywords in traditional search results.
Traditional search results are still important of course, but to future proof your strategy, you need to be sure that you’re also being found online in all of the continually evolving places that people are looking for answers, like AI and LLMs.
Nowadays, visibility in AI is becoming more and more important for agents. For example, using an AI (like ChatGPT), a lot of agents will search for something like: who’s the best real estate agent in Baltimore, and then wonder why they don’t see themselves in the results.
But, the reason is fairly simple: they haven’t actually taken any action to position themselves so that an AI knows that they’re one of the top agents in their area.
That’s where creating an AI visibility strategy comes in.
An AI visibility strategy is where you actively work to make your real estate brand, business, and services more discoverable and recognizable in LLMs, AI, AI search results, and any other AI-powered way that your target audience is either looking for you or has the chance to discover you.
And it’s critically important. If you’re not dedicating at least part of your search strategy towards planning for, raising, and monitoring your visibility in AI systems, you’re missing out on building a search strategy that’s planned for future success – and it’s only a matter of time before you fall behind (if you haven’t already).
★ Want to learn more about planning for AI search? Have a look at these posts:
- Building a Real Estate Online Presence Strategy to Get Found in LLMs (like ChatGPT)
- Building a Successful SEO Strategy for AI Search Results
- Pivoting Your Website Content Strategy to See More Success in AI Search Results
- Building an Answers Engine Optimization (AEO) Strategy for AI
Building a successful AI visibility strategy is all about planning and optimizing your website’s data, information, and content for AI consumption, meaning you have to set the foundation so that AI wants to go through your website.
And that starts with both your core and ongoing content strategy – without an ongoing, high-quality, well-written, continually published content strategy in place, you won’t have much success in building AI visibility.
That’s because, without a doubt, the most important part of AI visibility is to build out a detailed, comprehensive content strategy that clearly and continuously shows you as an authority on the topics that your target audience is searching for.
Especially if it’s in the form of a topic ownership strategy. That’s where, rather than creating content where you attempt to rank for a specific keyword, you work towards dominating an entire topic, which gives you more opportunities to display in both AI and traditional search at the right time.
★ Want to learn more about topic ownership? Have a look at this post called: Switching Your SEO Strategy from Keyword Matching to Topic Ownership to Get Better Leads.
For example, if you want to create AI visibility around you being the best real estate agent in Columbus, then building a topic ownership strategy that dominates that area, and shows that you are an authority in that area, is the best way to get those results. Essentially, the more high-quality content you write about it, the more AI will associate you with it.
★ Want to learn more about building a high-quality content strategy that performs well in search? Have a look at these posts:
- Creating a People-Powered, People-First Content Strategy
- Creating an Evergreen Real Estate Content Strategy
- Optimizing Your Content for Humans (And Not Just for Search Engines)
- The Benefits of Building a Long-Form Real Estate Content Strategy
Once you have a solid content strategy in place, that clearly outlines what you and your business are all about, you need to optimize that content so that AI and LLMs find it, understand it, like it, and display it in search results so you can build AI visibility, and while this is a fairly technical step, there are some basic things you can do to best position you, your brand, and your content.
If you look online, you’ll find lots of suggestions around implementing schemas, structured data, and code markup, and if you can do that, that’s great, and it will certainly help you build AI visibility a lot sooner, but if not and that’s too technical for you, that’s fine too.
Right now, you have a good chance seeing success in AI visibility if you just follow the basics – that’s because most of your competition likely isn’t doing this or working towards AI visibility, so they’ll be easier to beat – if you see them in AI search, it’s probably happening by accident.
But there are still a lot of good practices you can do that are easy and a lot less technical, like creating internal links to relevant content, creating well-written titles and metas, and building an off-page SEO strategy – which are all fairly easy to do without too much technical knowledge.
Right now, as part of your existing search strategy, you should definitely be planning for building AI visibility – if you’re not, your strategy will become less effective, and you’ll get fewer results, as time goes on.
Want to integrate AI into your long-term marketing strategy? Download our Artificial Intelligence in Marketing Planning Guide for Real Estate Agents. It has key insights into how you can plan for using AI in your marketing strategy to better set you and your business up for long-term digital success.
