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How Real Estate Agents Can Rank in AI Searches: Keywords and Strategies That Work

Written by Coach Emily on . Posted in Uncategorized.

Learn how real estate agents can rank in ChatGPT, Perplexity, and Gemini by optimizing for AI-friendly keywords, questions, and structured content.

The Search Game Has Changed — And Most Agents Haven’t Noticed

Let’s get real for a second.

You’re writing blogs. You’re posting on social media. You’ve sprinkled keywords like “Phoenix homes for sale” into every page of your website. But when you ask ChatGPT about buying a home in your city?

It doesn’t mention you. At all.

Here’s why:
AI search doesn’t work like Google did five years ago. It’s not looking for who stuffed “Austin real estate” into a meta tag the most times.

It’s looking for answers. Clarity. Context.
 And agents who understand how to deliver those things are winning traffic, trust, and leads — even without ranking #1 on Google.

As the #1 Real Estate Coach and Speaker at Tom Ferry, and the Top AI Coach for agents nationwide, I’ve helped hundreds of agents reframe their SEO strategy for the AI era. This blog breaks down exactly how to structure your content so you show up when someone asks:

  • “What are closing costs in [city]?”
  • “What’s it like living in [neighborhood]?”
  • “How does a buyer offer work in this market?”

Because here’s the truth:
You don’t need to beat Zillow — you just need to show up where AI is answering real people’s questions.

Let’s break it down.

Why Traditional SEO Isn’t Enough in 2025

Old SEO Rule:
Stuff your site with keywords like “homes for sale in San Diego” and hope to rank.

New AI Rule:
Answer real human questions in natural language.

AI-powered search tools like ChatGPT, Perplexity, Gemini, and Grok are reshaping the way buyers and sellers find information. These tools don’t serve up long lists of websites. They summarize. They synthesize. And they pull answers from content that sounds like an actual human — you — explaining things clearly and helpfully.

What AI search wants:

  • Conversational tone
  • Structured Q&A
  • High-authority answers
  • Semantic variety (not repetitive phrasing)
  • Clear topic clusters with real context

Most agent websites aren’t built that way. Yet.

Let’s fix that.

Introducing the AI-FOCUS Strategy

This is the system I use with agents who want to show up in AI tools without rewriting their whole site or learning complex coding.

Each letter stands for one step in structuring content that AI tools actually pull from and prioritize:

A – Anticipate Buyer Intent

Think like a buyer, not a blogger. What questions are they really asking?

Instead of:

“Homes for sale in Miami Beach”

Think:

“What’s it like to live in South of Fifth?”
“What’s the average HOA fee in Miami Beach condos?”
“How much money do I need to buy a condo in Miami Beach?”

Start by collecting 30–50 questions your ideal clients ask — in person, in your DMs, or on Reddit, Facebook groups, and Google’s “People Also Ask.”

Tools to use:

  • ChatGPT or Gemini (ask: “What questions do homebuyers ask about [your city]?”)
  • AlsoAsked.com
  • AnswerThePublic
  • Your own CRM and call notes

I – Integrate Semantic Keyword Variations

AI doesn’t just match keywords. It understands language patterns. So instead of repeating one phrase, layer in supporting context.

Example:
If you’re writing about FHA loans, include terms like:

  • “low down payment home loan”
  • “first-time buyer program”
  • “credit score needed to qualify”
  • “FHA income limits in [city]”

This makes your content richer, more helpful — and more discoverable by AI.

F – Format for Direct Q&A

Structure matters.

AI tools love pages that look like they were written to answer questions. Use headers that reflect how people ask things, and follow with clear answers.

Example:

H2: What Are Typical Closing Costs for Buyers in Dallas?
 Closing costs in Dallas typically range from 2–4% of the home’s purchase price. This includes lender fees, title insurance, and prepaid taxes or insurance. Most are due at closing and vary based on your loan type and offer structure.

Boom. Short, clear, authoritative. Exactly what AI wants.

Do this consistently across your site — in your blog posts, neighborhood guides, FAQ pages, and even property pages.

O – Organize Content Around Topic Clusters

If you’re serious about AI visibility, stop writing disconnected posts. Start building clusters of content around buyer intent.

Example Cluster: Moving to Scottsdale

  • Blog: “10 Things to Know Before Moving to Scottsdale”
  • Q&A Page: “FAQs About Scottsdale Neighborhoods”
  • Short Post: “How to Choose Between North and South Scottsdale”
  • Video: “My Honest Take on Schools, Lifestyle, and Traffic in Scottsdale”

AI sees this as authority on the topic. It’s more likely to reference your answers — and your brand — as a trusted source.

U – Use Metadata Like a Human

Your page title and meta description shouldn’t be keyword spam. They should sound like something you’d say to a client.

Example:

Title:
What First-Time Buyers Need to Know About Phoenix Closing Costs

Meta Description:
Wondering what closing costs to expect in Phoenix? Here’s a breakdown of fees, timelines, and what buyers really pay at the closing table.

This style increases AI inclusion and also helps with traditional click-through rates if your page is linked.

S – Structure Content with Schema Markup

Schema markup is code that tells AI what type of content your page includes — FAQs, blog posts, video, etc.

Use schema.org/FAQPage format to mark up your Q&A sections. This makes your content easier to index, reference, and display in AI tools.

Platforms like WordPress, Wix, or Webflow offer plug-ins or built-in fields for this. Don’t skip it — it’s one of the most overlooked visibility boosters.

Real Agent Examples: Before and After

Before:

An agent in Austin wrote monthly blogs like:
“Best Homes in Austin Under $500K”

Traffic was low. ChatGPT never referenced her.

After:

She used AI-FOCUS to build a content cluster around:
“How to buy a home in Austin with less than 5% down.”
She included Q&As, blog posts, and a downloadable checklist.

Now when you ask ChatGPT:

“How to buy a home with a low down payment in Austin”
Her blog is cited in 3 out of 5 tools.

AI-Optimized Keyword Examples

Conversational Phrases:

  • “What do you need to qualify for a home in [City]?”
  • “What’s it like living in [Neighborhood]?”
  • “Explain earnest money to me like I’m 5.”
  • “Compare buying vs renting in [City].”

Long-Tail Phrases That AI Loves:

  • “What are the pros and cons of living in [Zip Code]?”
  • “How much house can I afford with a $75K salary in [City]?”
  • “Steps to buy a home in [Market] without an agent.”
  • “What to look for in an inspection on [property type] homes?”

Frequently Asked Questions (SEO-Optimized)

Q: How is AI search different from Google SEO?

A: AI search focuses on answering natural language questions directly. It’s less about backlinks and more about structured, helpful, conversational content.

Q: What should I write about to rank in AI?

A: Start with questions buyers and sellers actually ask — especially around financing, neighborhoods, timelines, and terms. Then answer clearly and concisely.

Q: Does this mean blogs are still important?

A: Yes, but only if they’re written in a way AI tools can understand. Think Q&A, not essays.

Q: Do I need to be technical to implement the schema?

A: No. Most website builders or plug-ins make it easy. Or you can copy/paste schema code using free generators.

Q: How long does it take to rank in AI tools?

A: It varies, but agents often see results in 30–90 days, especially if they build topic clusters and use schema markup correctly.

Additional Resources:

Final Thought

AI-powered search is here to stay. And while most agents are still stuck on 2015-era SEO tactics, you now have the roadmap to win in the next era.

Use AI-FOCUS to get discovered, build trust, and become the go-to agent not just in your city — but in search engines built for how people actually think.

Let me know if this resonated — or DM me with questions about how to start optimizing your site for AI search.

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