Agents must be on the right platforms, be consistent, tell their own stories and “control the controllables”, LOC8 Founder Bobby Kerr says. Speaking on the Real Estate Insiders Unfiltered podcast, Kerr explained that the core themes relevant for SEO remain critical for AI search. What’s most important, Kerr said, is for agents to be visible, be consistent and demonstrate what makes them special.
Establishing a Strong Online Presence
Kerr highlighted the need for agents to maintain a Google Business profile, as AI tools frequently check these pages. He also emphasized the importance of having a presence on industry-specific platforms like Zillow, Homes.com, and Realtor.com, as well as non-industry platforms like Yelp or the Better Business Bureau. Agents who neglect these platforms risk becoming “ghosts” in AI search results. A robust online presence also involves demonstrating experience, expertise, authoritativeness, and trustworthiness (EEAT) across various profiles and posts.
Agents should focus on keyword-rich, geographically specific reviews to enhance their visibility. Kerr advised agents to actively seek reviews from past and current clients, as AI tools prioritize recent content. He also cautioned against relying solely on AI-generated content, as it may be deprioritized by search algorithms.
The Importance of Consistency and Authenticity
Consistency is vital in AI search, as AI tools have a recency bias. Kerr emphasized the need for agents to regularly update their profiles with new reviews, posts, and photos. He encouraged agents to customize their content, making it unique and authentic. By doing so, they can avoid AI suppression and establish a strong online presence.
In pursuit of the ‘holy grail’ 5-star review, Kerr suggested that agents guide clients on what makes a helpful review. This includes specific components like a 5-star rating, inclusion of the agent’s business name as it appears on Google, geographical details, phrases highlighting expertise, and photographs.
Understanding AI Search Algorithms
Agents must consistently engage with their online profiles, adding new reviews, posts, and photos to stay relevant. Without recent updates, Google may question the business’s activity, leading to a decline in visibility.
Agents should also be mindful of the content they produce. Kerr warned against publishing material that appears entirely AI-generated. Instead, agents should customize and personalize their content, ensuring it reflects their unique voice and expertise. This helps avoid AI suppression and supports a more authentic connection with potential clients.
Kerr urged agents to take AI-generated content and make it their own by adding personal touches. This ensures the content is both valuable to readers and favored by AI algorithms. By balancing technology with a human touch, agents can maintain a visible and trustworthy brand.
