At Union Street Media, we believe in blending strategy with humanity. And, in today’s digital-first world, that balance matters more than ever.

People don’t visit a real estate website only to browse listings. They’re looking for answers. They’re asking, “How do I start a new life here?” “What neighborhood fits my family?” “Where’s the closest dog park?” That human-centered curiosity is powerful. And now, with AI tools, those questions can be answered faster and with a level of personalization we used to only see in human-to-human conversations.

Here’s how to make sure your real estate brand is ready to meet this moment:

Keep Real Estate SEO Strong, & Start Thinking AEO

SEO for real estate isn’t dead. It’s foundational. Without it, AI-powered tools won’t even know you exist. So yes, keep doing the technical work: structured content, local authority, smart metadata. But now it’s time to start layering in AEO (AI Engine Optimization).

That means adapting as real estate search evolves. AI tools like ChatGPT, Gemini, and others are already recommending brands and listings directly within their answers. We’re testing prompts, auditing content, and restructuring sites to help our clients show up when people ask real-world questions. 

This space will keep shifting, and our job is to stay on top of those changes, testing, iterating, and evolving to make sure our clients remain visible and relevant.

Take Burlington, VT, for example. When someone searches ‘Which neighborhoods are best for families with young kids in Burlington?’ one of our client sites shows up with structured content that answers exactly that. Then, when that same person follows up with ‘Who are good agents in that area?’, the same client site surfaces again. That’s the power of optimizing for both SEO and AEO: you’re visible at the start of the journey and still present when the conversation turns from curiosity to action.

Tap Into Your Data: It’s Rich, Useful, & Yours to Leverage

Here’s the thing: real estate offers data-rich opportunities like few other industries. From market trends to what users are clicking on your site, these insights help you:

• Detect trends early and act faster.
• Personalize content and ad experiences to match what people are really seeking.
• Support agents with deeper lead context and more meaningful conversations.
• Harness aggregated platform data to make smarter decisions faster.

For example, we’re using data in our tools like SmartMarket Advertising to help brokerages turn insights into action. Instead of waiting until the end of a campaign to evaluate performance, SmartMarket allows them to see what’s resonating in real time, shift spend toward the channels and messages that are working, and cut back on the ones that aren’t. That way, every advertising dollar works harder, and campaigns keep getting smarter the longer they run.

Use Automation to Elevate, Not Replace

AI and automation are amazing, especially at taking over repetitive tasks. But they’re not replacements. Think of them as your assistant. You still bring the industry insight to the tools. You still guide the voice, the strategy, and the creative. Your input keeps AI from going off the rails.

We often see teams use AI to speed up content creation. A person still comes up with the idea and angle, then leans on AI to generate a draft structure or outline. From there, they refine, edit, and layer in their own expertise and local insights. The result is faster production without sacrificing authenticity. AI handles the heavy lifting, but the human touch ensures the final piece resonates.

New Ad Channels Are Emerging, Don’t Get Left Behind!

Ad costs have spiked in some areas, but new channels are opening up that can help level the playing field. Hyper-local programmatic ads, digital billboards, CTV, podcasts, and even in-AI-platform opportunities are now within reach at scale. We’re exploring all of these. The key is to stay agile, test early, drop what isn’t working, and focus on formats that break through the noise when combined.

Think of it as creating unique touches at scale, reaching many people, but making each interaction feel personal and intentional by using the right strategy and the data you already have.

Breathe. Test. Iterate.

Here’s our advice at Union Street Media: don’t panic. The fundamentals —trusted brand, local authority, and clear structure— are still your backbone. But how people discover you is changing fast. So:

• Double down on what you do best.
• Tune your SEO for both traditional and AI-first discovery as it evolves.
• Let data inform your moves.
• Try new ad formats with a thoughtful mindset.

The tools? They’re here. The opportunity? It’s wide open. And the brands that combine that human-centered authenticity with technical savvy? They’ll lead the next wave of real estate marketing.