While building backlinks is still an important part of building a search strategy for traditional search results (and you should certainly continue to build high-quality, authoritative backlinks), when it comes to building visibility in AI search results, you should also be building something else: unlinked brand mentions.

When it comes to generating leads, most experienced, top producing agents know that more leads isn’t better – it’s often worse because setting yourself up to chase and try to convert high-volume, but low-quality leads takes you away from being able to build a sustainable, long-term business. That’s where the concept of the slow lead comes in.

Low-quality, unengaged leads who aren’t loyal to your brand require an exhausting amount of work to convert. That’s why a sophisticated inbound marketing strategy isn’t just about who you want to attract; it’s equally about who you want to avoid – and that starts by identifying your anti-persona.