The increased use of artificial intelligence (AI) is changing how people search for information online, creating a new concept in the digital marketing world—Answer Engine Optimization (AEO). AEO builds upon traditional SEO by optimizing content for AI-driven systems like Google’s AI Overviews (and soon-to-be AI Mode), ChatGPT, and other AI-powered engines. For the real estate industry, leveraging AEO strategies is no longer optional—it’s vital for staying visible and competitive as search behaviors evolve. 

Keep reading to learn more about AI’s role in real estate search, how to optimize your content for AI results, and the steps real estate professionals can take to adapt and thrive in this new digital landscape.

What is AEO & Why Does It Matter in Real Estate?

While traditional SEO focuses on organically driving clicks to your website, AEO’s goal is visibility within AI-generated answers and ensuring your content is referenced as a credible source.

Currently, most AI-generated responses focus on informational queries. For the real estate industry, this shift presents significant opportunities. Queries like, “What’s the average cost of a home in Burlington, VT?” or “How do I prepare to sell my house?” are being answered by AI that can summarize data and content from various online sources. If your content is well optimized, it can become part of these responses, building your brand presence and establishing you as a trusted expert.

Positioning your brand as a local expert is critical—consumers searching for specific, location-based information (such as neighborhood trends or the best schools in the area) can rely on AI-generated answers to guide their decisions. By creating tailored content that highlights your expertise in these local markets, you can increase the likelihood of being referenced in these searches. This not only drives visibility but also cements your reputation as the go-to expert in your community. Don’t miss the opportunity to own your local market!

Optimizing Your Real Estate Content for AI

There are several steps you can take to optimize your real estate content for AI-generated responses:

1. Focus on Long-Tail Keywords and User Intent

While traditional SEO focuses on exact keyword matches, AI tends to answer more complex queries. This means targeting conversational, long-tail keywords like “What are closing costs for a condo in Boston?” or “How to prepare a house for sale quickly.” These types of phrases align with how questions are usually asked in AI-driven search engines or through voice assistants.

2. Structure Content with Clear Headers & Lists

AI models often rely on structured data to pull relevant information into summaries. Format your content with clear H1s, H2s, and bulleted or numbered lists for better scannability. This approach also makes it easier for users to quickly skim and locate the information they need versus having to read large blocks of text.

For example:

How to stage your home for a quick sale:

1. Declutter the main areas
2. Use neutral decor and colors
3. Improve curb appeal with landscaping

3. Integrate FAQs

AI responds well to specific questions. An FAQ section addressing common real estate concerns—like financing, closing processes, and neighborhood insights—can make your site a go-to source for answers. What questions do your clients regularly ask you? These are the questions you should be writing answers for.

4. Leverage Local Content

Real estate is inherently local. Topics like, “Top neighborhoods in Dallas for first-time buyers” or, “How property taxes work in Asheville,” demonstrate expertise in geographic markets and increase visibility in local AI results. 

5. Optimize your Google Business Profile (GBP)

Many AI-driven searches direct users to Google Business Profiles (GBP). Ensure your GBP is complete, accurate, and regularly updated to increase visibility in local search results. Make sure to include keywords within your description and have accurate services listed.  

6. Be Conversational

Most AI queries mimic natural speech. Write content that feels conversational and directly addresses the audience’s needs. Avoid jargon and use clear, accessible language.

Measuring the Success of AEO

Traditional SEO metrics like organic traffic alone won’t fully measure the impact of AEO. Here’s what to track:

1. AI Mentions

Track whether your content is being referenced in AI summaries by using specific prompts in anonymous mode. You can also monitor how many referrals you’re getting from AI platforms through Google Analytics’s traffic acquisition report.

2. Brand Awareness

Since AEO is less about direct clicks and more about being seen as a thought leader, measure changes in brand recognition through traffic to your Google Business Profile or direct website visits.

3. Conversion Rates

Ultimately, success is measured by new leads and closed deals. If you can, track how many of these originate from AI-identified queries or visibility.

As AI evolves, new tools will likely emerge to help us monitor traffic and measure impacts, much like the tools we use for SEO today.

AEO vs SEO 

SEO isn’t dead, and it’s far from irrelevant. The strategies you’ve been fine-tuning for years in the SEO world—like optimizing keywords, improving site speed, and generating high-quality content—still play a major role in driving traffic and rankings. However, with the rise of AI-driven search systems, incorporating AEO into your strategy is crucial. The good news? Many SEO practices naturally align with AEO needs, but ignoring AEO means missing out on key brand awareness opportunities in today’s evolving digital search landscape. And while Google still commands the lion’s share of searches globally, adapting to these shifts ensures you’re prepared for how search is evolving.

Stay Competitive by Adopting AEO

AI and AEO aren’t passing trends—they’re here to stay. Real estate professionals who adapt now will secure their place in an increasingly competitive digital landscape. By optimizing your content for AI-powered search engines and establishing your brand as an authoritative voice, you’ll gain visibility in the moments that matter most.

Interested in learning more? Watch this webinar we joined and connect with our experts on preparing for the future of search.