AI continues to quickly change how people search for and choose real estate agents. Consumers are no longer just Googling “best realtor near me.” They’re asking AI tools like ChatGPT questions such as: 

“Who’s the best luxury agent in Burlington, VT?”
“Which Nashville real estate brokerage understands relocation buyers?”

And here’s the punchline: AI is already deciding who to recommend.

If you’re not showing up, you’re invisible.

The good news? You can influence it by focusing on the right things. At Union Street Media, we stay on the front lines of what’s changing in search, and here’s what agents and brokerages need to do to earn AI’s trust and get recommended.

7 Tips to Help Your Real Estate Business Show Up in AI Search

1. AI Recommends Experts, Not Generalists
2. Make Your Online Presence Consistent Everywhere
3. Get Reviews That Sound Like Real Humans
4. Publish Content That Teaches Something
5. Show Up Locally Online
6. Earn Backlinks from Trusted Local Websites
7. Add Video, Audio, and Real Local Content

1. Specialize: AI Recommends Experts, Not Generalists

AI isn’t going to suggest the agent who “does it all.” It’s going to recommend clear specialists. Pick a lane and own it.

Whether it’s luxury lakefront homes, downtown condos, military relocation, or the Monadnock Region, define your niche and make it obvious everywhere online. Your website, bios, social content, and listing platforms should all reinforce the same specialty.

2. Make Your Online Presence Consistent Everywhere

AI looks for patterns. If your brand, bio, and expertise look different on every site, AI won’t trust you.

Keep these aligned:

• Your website
  
• Google Business Profile
  
• Zillow, Realtor.com, Homes.com
  
• LinkedIn and social profiles
  
• Local directory listings
  

Your story, specialties, and value prop should match across the board.

3. Get Reviews That Sound Like Real Humans

Star ratings are nice, but AI cares more about the words in the review.

Ask clients to mention specifics (neighborhoods, services, results, etc.) so AI can understand what you’re actually good at.

Instead of:
“John was great!”

Aim for:
“John helped us sell our South End condo in under a week and navigate a tricky closing.”

The more specific the language, the more credible you look to AI (and to humans).

4. Publish Content That Teaches Something

If your blog just talks about yourself, no one cares (including AI!).

You need to create helpful, educational content that answers real questions:

• Neighborhood guides
  
• “How to buy/sell in this market” explainers
  
• FAQs
  
• Local market breakdowns
  

Sales pitches don’t get recommended. Useful content does.

5. Show Up Locally Online (Not Just In Real Life)

AI wants to see that you’re actually active in your community — digitally.

This means being quoted, referenced, or involved in:

• Local news stories
  
• Community Facebook groups
  
• Neighborhood blogs
  
• Podcasts, webinars, or local interviews
  

If your only footprint is your own channels, it’s not enough.

6. Earn Backlinks from Trusted Local Websites

Backlinks have always mattered for SEO. Now they matter even more for AI verification.

Aim to earn links from:

• Local news outlets
  
• Chambers of commerce
  
• Local blogs or influencers
  
• Charities or nonprofits you support
  
• Lenders, attorneys, and vendor partners

These act as “credibility stamps” that prove you’re real.

7. Add Video, Audio, and Real Local Content

AI can now interpret multimedia, and it prefers real over polished. Short market updates, neighborhood tours, and “here’s what’s happening this month” videos go a long way. This isn’t about being a TikTok star; it’s about showing your face and your local expertise.

Authenticity > Perfection.

Bottom Line: AI Recommends Local Experts

If you want AI to choose you, you need to look like the safest, most credible recommendation in your market, across the entire internet.

No gimmicks. No keyword stuffing.

Just clarity, consistency, expertise, and proof.

This shift actually levels the playing field. Agents and brokerages who genuinely know their market and show up consistently will win — even over those with big budgets.

Want help becoming the agent AI recommends?

Union Street Media builds SEO-strong, AI-ready websites and content that position you as the trusted local expert, so both humans and AI choose you.

If you want to take the lead now (before your competitors wake up), let’s talk.