Achieving success in residential real estate requires a broad, big-picture perspective. Industry Decoded offers insights from experts to deepen understanding of issues impacting the entire industry. Note: the views shared here belong solely to the author. For years, real estate digital marketing centered on winning the top Google search ranking. Companies invested heavily in SEO, paid advertising, and local listings, all striving for the click that would attract potential buyers or sellers. But now, the click is giving way to conversation. AI-powered search tools—such as ChatGPT, Gemini, and smart assistants like Alexa—are transforming how users find information, including real estate services and proptech solutions. Instead of scanning blue links, users pose questions and expect concise, curated answers. This shift introduces a vital new metric: AI consistency. A Detailed. com report reveals how often AI delivers the same information for identical queries—a finding with significant implications for real estate and proptech firms. What does this mean for your business? The report shows AI recommends the same brands 87% of the time for a specific query. This isn’t merely brand mention but consistent endorsement. For real estate brokerages: If a prospective buyer asks, “Who are the best luxury home agents in Aspen?” and your brokerage isn’t reliably included in AI responses, you lose critical opportunities. Traditional SEO must now be supplemented by GEO (generative engine optimization) to embed your brand deeply in AI’s knowledge base as a trusted, relevant source for particular queries and locations. For proptech companies: When queried about “most innovative property management software, ” being part of that 87% is essential. AI must recognize your brand as a leader or specialist. Action: Prioritize “list inclusion” over simple search rankings.

Ensure your brand consistently appears and is linked to your core services and geographies across digital platforms. Presence matters more than position While brands are mentioned consistently, their order in responses fluctuates greatly—only 7% of answers show brands in identical order. For all real estate firms: This marks a major shift. Traditional search placed a premium on exact ranking (first vs. third), influencing click-through rates dramatically. AI-generated answers emphasize presence over precise position. Action: Move from fixating on rankings to securing consistent mentions. Being part of the AI-generated conversation matters more than always leading it. Your brand’s reputation is now automated AI often adds descriptive commentary alongside brand mentions. The report found 88% sentiment consistency—brand tone and descriptions remain steady over time. For brokerages: If AI labels your firm “aggressive in pricing” but you aim to be seen as “client-focused and consultative, ” that misalignment can harm your reputation more than a low ranking. For proptech firms: Consistently highlighted traits such as “ease of integration” or “robust analytics” now shape your brand narrative. Action: Actively manage and influence your brand’s AI-driven narrative. Secure positive reviews, maintain consistent messaging, and engage in thought leadership to reinforce your desired identity. Adapting and succeeding in the AI-first era Key takeaways: AI consistency equates to the new digital share of voice, demanding evolution in strategy. - Build trust and authority: AI learns from extensive data. Increased citations, reviews, and authoritative links in your niche (e. g. , luxury real estate in a target area or specialized AI proptech) boost your AI inclusion chances. - Audit your AI-relevant digital footprint: Beyond keywords, ensure AI comprehends your services and excellence through structured data, detailed "About Us" pages, and clear value propositions. - Monitor AI mentions: Just as you track SEO rankings, monitor how frequently AI references your brand in key queries and the tone it conveys. - Embrace niche specialization: AI delivers specific answers; make your areas of expertise (like downtown commercial real estate) explicit and consistent across your online presence. The future of search is conversational. By embracing AI consistency principles, real estate brokerages and proptech companies can stay at the forefront of client discovery in this dynamic new landscape.