How Real Estate Agents Can Get Found in ChatGPT, Gemini, and AI Search
- Jerad Larkin
- 3 hours ago
- 13 min read
When someone searches for you online, what shows up?
The quick answer: Your online presence now influences more than traditional Google results. As consumers increasingly use platforms like ChatGPT, Gemini, Claude, Grok, and Perplexity to research professionals, real estate agents need accurate, consistent, and authoritative information across their websites, Google Business Profiles, social media accounts, reviews, and online content.
For years, I have talked with real estate agents about the importance of being found online.
Most of those conversations focused on Google.
Can someone find your website?
Does your Google Business Profile appear?
Do you show up when someone searches for a real estate agent in your city?
Those questions still matter, but the way people search for information is changing quickly.
Today, someone might open ChatGPT and ask:
“Who is a real estate agent who specializes in Denver condos?”
“Who are some experienced agents in the Cherry Creek area?”
“Which real estate agents create helpful market updates in Colorado?”
“What does this real estate agent specialize in?”
“Is this agent active in the local real estate community?”
“Who should I interview to sell a home in this neighborhood?”
Your potential client may never type your name into a traditional Google search bar.
They may ask an artificial intelligence platform to research you, compare you with other agents, summarize your experience, and recommend the next person they should contact.
That creates an entirely new question for your real estate business:
When AI searches for information about you, what does it find?
AI Search Is Becoming Part of Everyday Consumer Behavior
AI platforms are no longer small tools being used by a limited group of technology enthusiasts.
In March 2026, OpenAI reported that ChatGPT had more than 900 million weekly active users. In May 2026, Google reported that more than 900 million people use the Gemini app each month. Those numbers use different measurement periods, so they should not be compared directly, but they clearly show the scale of consumer adoption.
People are using these tools to:
Research companies
Compare products and services
Plan trips
Understand complicated topics
Evaluate professionals
Look for recommendations
Summarize reviews
Research neighborhoods
Prepare questions before an appointment
Decide who appears credible
ChatGPT can search the public internet and provide links to the sources it uses. Google’s AI Mode and AI Overviews can also search across multiple topics and websites to create an answer with supporting links.
This does not mean Google is disappearing.
It means search is expanding.
Consumers now have more ways to research you, and those tools can complete a significant amount of the initial vetting process before the consumer ever visits your website, follows you on Instagram, or calls your office.
Your Prospective Clients Are Already Vetting You
Let’s be honest.
People have been researching real estate agents online for years.
A seller gets your name from a neighbor and immediately searches for you.
A buyer sees one of your signs and looks you up.
A lender recommends you, but the borrower still checks your website and social media profiles.
Someone watches one of your videos and wants to learn whether you actually work in the market you are discussing.
The referral might get you into the conversation, but your online presence helps the consumer decide whether to continue it.
They are looking for signals such as:
Do you appear active?
Do you look professional?
Do you seem knowledgeable?
Are your profiles current?
Do your reviews support your claims?
Is your contact information easy to find?
Do you clearly explain the markets and clients you serve?
Does your content sound useful or generic?
Does everything online appear to describe the same person?
AI adds another layer to that research process.
Instead of opening ten different websites and manually piecing together the information, a consumer can ask an AI platform to summarize it.
That can be convenient for the consumer, but it creates both an opportunity and a risk for you.
The opportunity is that a strong digital presence can help position you as a credible local resource.
The risk is that outdated, incomplete, inconsistent, or confusing information may become part of the answer.
What Information Can AI Find About a Real Estate Agent?
Different AI platforms use different systems, models, data sources, search tools, and partnerships.
The exact answer can also change depending on the question, the user, the location, and whether the platform searches the live internet.
However, publicly available information about you may include:
Your personal or team website
Your brokerage profile
Your Google Business Profile
Zillow, Realtor.com, Homes.com, or other real estate profiles
YouTube
Podcast appearances
Online articles
Local news coverage
Event pages
Class descriptions
Community organization websites
Reviews
Business directories
Professional association profiles
Blog posts
Videos and video descriptions
The clearer and more consistent this information is, the easier it becomes for both people and search systems to understand who you are.
Think about it this way.
If your Instagram bio says you are a Denver real estate agent, your website says you serve the entire state of Colorado, your LinkedIn profile says you work in commercial real estate, and your brokerage page has not been updated in five years, what should an AI platform believe?
That confusion does not help your brand.
Your Online Presence Is a Business Asset
Your online presence should not be treated like a collection of random accounts.
It is part of your business infrastructure.
It tells consumers:
Who you are
What you do
Where you work
Who you help
What you know
Why they should trust you
How they can contact you
You would not allow an incorrect phone number to remain on your listing sign for three years.
You probably would not hand out a business card with an old email address.
You should apply the same attention to the information people find online.
This matters even more in real estate because trust is such a major part of the decision.
Consumers are not simply choosing a restaurant for lunch. They may be deciding who will help them purchase, sell, or invest in one of the largest financial assets of their lives.
Your online presence needs to reinforce that responsibility.
Start by Searching Yourself on AI Platforms
Here is the first assignment I would give every real estate agent.
Search yourself on:
ChatGPT
Gemini
Claude
Grok
Perplexity
Google Maps
Do not run only one search.
Ask multiple questions because each question may produce a different answer.
Start with:
Who is [your name], the real estate agent in [your city]?
Then ask:
What does [your name] specialize in?
What areas does [your name] serve?
What company is [your name] affiliated with?
What can you tell me about [your name]’s real estate experience?
Does [your name] create real estate market updates?
Who are some real estate agents who specialize in [your niche] in [your city]?
Who are some real estate agents serving [specific neighborhood or area]?
What real estate professionals provide educational resources in [your market]?
Take screenshots of the results and compare the answers.
You are not looking only for whether your name appears.
You are evaluating how you are positioned.
Ask yourself:
Is the information accurate?
Is anything outdated?
Is your brokerage or company affiliation correct?
Is your location correct?
Does the answer describe your actual specialty?
Are important accomplishments missing?
Are the sources credible?
Does the answer confuse you with another person?
Does the description sound like the brand you are trying to build?
Are your website and profiles being used as sources?
Does the answer explain how someone can contact you?
You may find that one platform knows quite a bit about you while another finds almost nothing.
That is useful information.
You now have a baseline.
Step 1: Make Your Identity Consistent Everywhere
One of the simplest ways to strengthen your online presence is to make your basic business information consistent.
Review your:
Business name
Personal name
Brokerage or company affiliation
Job title
Phone number
Email address
Website
City
Service area
Profile photo
Short biography
Social media usernames
You do not need every biography to be identical word for word.
In fact, each platform may require a slightly different format.
However, the core facts should agree.
For example, you might consistently describe yourself as:
Jane Smith is a Denver real estate agent helping buyers, sellers, and investors throughout Denver and the surrounding metro area, with a focus on condominium and urban residential properties.
That basic positioning can then be adapted for your website, LinkedIn profile, brokerage page, Google Business Profile, Instagram bio, YouTube channel, and professional directories.
Also, be careful with your business address.
If you work from home or operate as a service-area business, do not publish a private address simply because you think you need to have the same address everywhere. Follow your brokerage policies and Google’s guidelines for representing a business accurately.
The goal is not to force information onto the internet.
The goal is to make the information you publicly use accurate and consistent.
Step 2: Fully Optimize Your Google Business Profile
Your Google Business Profile remains one of the most important pieces of your local online presence.
Google says businesses with complete and accurate information are more likely to appear in relevant local search results. Google also identifies relevance, distance, and prominence as major factors in local ranking, with prominence influenced by signals such as links and reviews.
Review every part of your profile:
Correct business name
Primary category
Additional applicable categories
Phone number
Website
Service area
Business description
Office or appointment hours
Photos
Videos
Reviews
Review responses
Products or services, where applicable
Your description should clearly explain:
What you do
Who you serve
Where you work
What makes your approach different
What types of transactions you regularly handle
Avoid stuffing your profile with a list of cities and keywords that sounds unnatural.
Write for a person first.
A clear description helps both consumers and search systems understand your business.
You should also continue collecting legitimate reviews from clients.
Reviews create social proof for people, and Google states that review volume and positive ratings can contribute to local prominence.
When you respond to reviews, write thoughtful replies.
Do not copy and paste the same generic response every time.
A good response might naturally reinforce your services and market without sounding forced:
Thank you for trusting me to help with your move from Denver to Lakewood. I’m glad the home search, inspection process, and closing came together smoothly.
That response gives future consumers additional context about the type of work you do.
Step 3: Make Your Website Clearly Explain Your Expertise
A real estate website should do more than display listings.
It should explain why someone should work with you.
At a minimum, your website should include:
A detailed About page
Your service areas
Your specialties
Buyer resources
Seller resources
Contact information
Testimonials
Recent educational content
Links to your primary social profiles
Avoid an About page that says only:
I am passionate about helping people achieve their real estate dreams.
That statement could apply to almost any agent in the country.
Be specific.
Explain:
How long you have worked in the industry
Which markets you understand
Which types of properties you regularly handle
Which clients you typically serve
How you communicate
How you market listings
What educational resources you provide
Which communities or professional organizations you participate in
Your website should give search systems enough factual information to understand your professional identity.
Step 4: Create Content Around the Questions Clients Actually Ask
You cannot build authority online by publishing only new listing graphics and closing photos.
Those posts can be part of your strategy, but they rarely explain what you know.
Educational content gives you the opportunity to demonstrate expertise.
Consider creating content around questions such as:
What should Denver sellers do before listing a home?
How do seller concessions work in Colorado?
What happens when an appraisal comes in low?
How should buyers prepare for a competitive offer?
How long are homes taking to sell in this neighborhood?
What does a title company do during a transaction?
What should a seller know about an HOA status letter?
How do inspection objections work?
What are buyers negotiating in the current market?
How can sellers evaluate whether a price reduction is needed?
Turn one topic into multiple assets:
Record a short video.
Post the video to Instagram, Facebook, LinkedIn, and YouTube.
Write a full blog post.
Add the question to a frequently asked questions page.
Include the topic in your email newsletter.
Discuss it during a local class or webinar.
This creates a group of connected signals around the same expertise.
You are no longer simply claiming that you know the market.
You are showing it.
Step 5: Publish Content in Formats Search Systems Can Understand
Videos are valuable, but do not rely entirely on visuals.
Add:
Descriptive video titles
Detailed YouTube descriptions
Captions
Transcripts
Written summaries
Blog posts
Clear headings
Frequently asked questions
Google’s guidance for appearing in AI-powered search features recommends making important information available in text, keeping content crawlable, using internal links, supporting text with useful images and videos, and ensuring that structured data matches the visible information on the page. Google also states that there is no special AI schema or separate machine-readable file required to appear in its AI features.
In other words, do not chase a secret AI-search hack.
Focus on strong fundamentals:
Helpful content
Accurate information
Clear organization
Technical accessibility
Consistent branding
Real expertise
Step 6: Strengthen Your Third-Party Presence
You should control your own website, but you also want credible third-party sources to confirm who you are.
Review your profiles on:
Your brokerage website
Local REALTOR association websites
Zillow
YouTube
Eventbrite
Professional organizations
Podcast websites
Community groups
Local media websites
Business directories
Update outdated biographies and broken links.
Look for duplicate profiles.
Make sure old brokerage affiliations are removed where possible.
When you teach a class, appear on a podcast, receive an award, sponsor a community event, or contribute to an article, ask whether the event page or article can include a short, factual biography and a link to your website.
The goal is not to manufacture hundreds of low-quality directory listings.
The goal is to create legitimate references from sources connected to your real work.
Step 7: Build a Recognizable Area of Expertise
One of the biggest mistakes I see agents make is trying to be known for everything.
Your license may allow you to help many different clients, but your online brand still needs a clear starting point.
What do you want to be known for?
Possibilities might include:
Denver condominiums
Luxury homes
First-time homebuyers
Real estate investing
Relocation
New construction
Downsizing
Probate-related real estate
Divorce-related real estate
Specific neighborhoods
Mountain properties
Acreage properties
Real estate market data
Video marketing for listings
You do not have to turn away every client who falls outside that category.
You are simply giving people and search systems a clearer way to understand your relevance.
Compare these two descriptions:
John is a full-service real estate professional who helps everyone with all their real estate needs.
Versus:
John is a Denver real estate agent who helps homeowners prepare, market, and sell older homes throughout Park Hill, Congress Park, and the surrounding central Denver neighborhoods.
The second description is much easier to understand, remember, and connect to a specific search.
Step 8: Keep Your Information Current
An online presence is not something you complete once.
Agents change brokerages.
Teams change names.
Phone numbers change.
Service areas expand.
Websites are redesigned.
Old profiles remain online.
Review your digital footprint at least once every quarter.
Create a simple spreadsheet with columns for:
Platform
Profile URL
Username
Business name
Phone number
Website
Biography
Last review date
Needed changes
This does not need to become a major project.
Schedule 30 minutes every three months and review the most important profiles.
Also repeat your AI searches.
Save the answers and compare them over time.
AI responses can vary, so do not panic over one strange answer. Look for repeated patterns across multiple platforms and searches.
A Simple 30-Day AI Visibility Plan for Real Estate Agents
You do not need to rebuild your entire online presence in one weekend.
Here is a realistic plan.
Week 1: Audit What Already Exists
Search your name on Google and Google Maps.
Search yourself on five AI platforms.
Review the first two pages of Google results.
Identify incorrect or outdated profiles.
Save screenshots of the current AI answers.
Write down the three phrases you want associated with your name.
Week 2: Fix the Foundation
Update your website biography.
Update your brokerage profile.
Complete your Google Business Profile.
Standardize your phone number and website.
Update LinkedIn and your primary social media biographies.
Replace outdated headshots where appropriate.
Week 3: Publish Authority Content
Create three pieces of content:
An article answering a common client question.
A video explaining a current market issue.
A detailed local market or neighborhood resource.
Use specific titles.
Instead of “Market Update,” try:
What Denver Home Sellers Should Know About Days on Market in July 2026
Instead of “Buyer Tips,” try:
Five Questions Denver Condo Buyers Should Ask Before Making an Offer
Specific content gives both people and search systems more context.
Week 4: Build Confirmation Signals
Ask recent clients for honest reviews.
Respond to existing reviews.
Update third-party real estate profiles.
Add links between your website and social accounts.
Submit updated pages through Google Search Console, where appropriate.
Search yourself again and document any changes.
How to Measure Whether Your Online Presence Is Improving
AI visibility is not always as easy to measure as website traffic or an advertising campaign.
You can still track useful indicators.
Monitor:
Google Business Profile views and actions
Website impressions in Google Search Console
Branded searches for your name
Traffic to your About page
Referral traffic from AI platforms
YouTube search impressions
Profile views on LinkedIn
Review growth
Calls mentioning online research
Leads who say they found you through ChatGPT, Gemini, or another AI platform
Google reports traffic from its AI search features within the broader web search performance data in Search Console rather than as a completely separate report.
You can also add a simple question to your intake process:
How did you hear about me?
Include options such as:
Referral
Social media
YouTube
ChatGPT or another AI platform
Event or class
Other
This will help you see how consumer behavior is changing within your own business.
What You Should Not Do
Do not create hundreds of low-quality AI articles simply to flood the internet with your name.
Do not add cities you do not actually serve.
Do not create fake reviews.
Do not stuff your biography with repetitive keywords.
Do not publish content you have not reviewed for accuracy.
Do not claim experience, production, specialties, or certifications you do not have.
Do not assume that a single social media account is enough to build a complete online presence.
Most importantly, do not rely on AI to define your brand for you.
You should decide how you want to be positioned first.
Then build an online presence that supports that position.
AI Visibility Still Comes Back to Trust
It is easy to make this conversation sound technical.
We can talk about search engines, AI platforms, structured data, website crawling, content optimization, and algorithms.
But the real objective is much simpler.
You want a potential client to find accurate information that makes them feel confident contacting you.
That confidence comes from consistency.
Your website says one thing.
Your reviews support it.
Your videos demonstrate it.
Your social media reinforces it.
Your Google Business Profile confirms it.
Your third-party profiles match it.
Your local involvement gives it credibility.
That is how your online presence becomes more than marketing.
It becomes proof.
Final Takeaway
People are already looking you up before they call you.
Now they have more tools to do it.
Google still matters. Your website still matters. Reviews still matter. Social media still matters. Your Google Business Profile still matters.
The difference is that AI can now gather, organize, summarize, and present that information for the consumer.
You cannot control every answer generated by every AI platform.
You can control whether the internet contains clear, accurate, useful, and consistent information about you.
Start by searching yourself.
Identify what is missing.
Correct what is wrong.
Then consistently publish information that reflects the professional you want consumers to find.
Your online presence is no longer just a digital business card.
It is a business asset, a credibility layer, and increasingly, part of how both people and AI decide whether you belong in the conversation.
I’m Jerad Larkin with Chicago Title, and I help real estate professionals throughout Colorado use better marketing strategies, technology, tools, and educational resources to grow their businesses and serve their clients.
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