AI tools like ChatGPT are becoming part of how people search for everything. Restaurants, service providers, and yes, even real estate agents. When someone types “Who’s the best Realtor in [Your City]?” into ChatGPT or Gemini, what happens next is completely data-driven.
If your name isn’t showing up in those results, don’t panic. It is time to understand how these tools think and how to strategically show up where they’re looking. It’s more doable than most agents realize.and this blog breaks it down step by step.
What Is GEO and Why Should Real Estate Agents Care?
GEO stands for Generative Engine Optimization. If SEO helps you rank higher on Google, GEO is about showing up in AI-generated answers from tools like ChatGPT, Perplexity, and Gemini. These tools don’t choose names out of thin air. They reference data-rich, verified sources that signal trust and local authority.
The more your name appears across these trusted sources, the more likely it is to show up in a chatbot response. GEO is becoming just as important as SEO in the way people search and make decisions. And if you’re a local expert, it’s time your online presence reflected that.
Where AI Tools Pull Their Information
AI doesn’t have opinions. It pulls from patterns and structured data. When someone asks ChatGPT to recommend a Realtor, it pulls from third-party platforms like Zillow, Realtor.com, HomeLight, and FastExpert. These sources are considered reliable because they’re connected to real-time data like transaction volume, client reviews, and market activity.
AI also pulls from high-authority content across the internet. This includes “Best of” lists from local publications, bios on brokerage sites, and even your Google Business profile. If you want to be seen, you need to exist where the tools are looking. And you need to keep those profiles fresh and packed with relevant, local, recent info.
How to Optimize Your Presence Like a Pro
Start by making sure all your agent profiles are complete. Platforms like HomeLight, FastExpert, and Zillow allow you to add location, specialties, sales history, and client reviews. That data is exactly what AI is looking for when deciding who to highlight. If you’re not updating these regularly, you’re falling behind.
Also, be intentional with your reviews. Ask happy clients to mention what city or neighborhood you helped them in, what kind of property, and what stood out about your service. The more specific, the better. These reviews are valuable content that both AI and future clients pay attention to.
Build Local Authority in a Tangible Way
Want to stand out? Get featured in local publications, neighborhood blogs, or community spotlights. These mentions build credibility and are often indexed by AI as a trusted source. You don’t need a PR firm, just reach out to editors, contribute to local roundups, or pitch a story on what trends you’re seeing in your market.
Focus your transactions in your target market. AI tools recognize patterns. If your closings are scattered across five counties, it’s harder for them to identify you as the go-to in one city. Consolidate your focus and make your transaction volume work harder for your visibility.
A Stat You Shouldn’t Ignore
59% of consumers trust businesses more when they’re visible across multiple high-authority platforms. That’s exactly how tools like ChatGPT evaluate you, based on consistency, data volume, and trusted mentions.
This means your visibility isn’t just about social media. It’s about being verified in the places that matter most, with content and data that backs up your expertise.
