"Where and how real estate buyers search for information is changing quickly. As consumers become more comfortable with AI, increasingly, buyers and sellers aren't browsing your site but rather they're asking AI to weigh in first. From Should I buy a house in Denver this year? to What's my home worth in today's market?. AI tools not just search engines are becoming the go-to entry points for these common real estate questions."
"A recent story in the Wall Street Journal found that AI-powered search tools like ChatGPT and Perplexity captured 5.6% of U.S. desktop search traffic as of June 2025, a number more than double from the year prior. Other studies have noted that one out of 10 people start by using generative AI for an online search, meaning tools like Google's AI Overview provide the answers they need without requiring further clicks."
"For real estate professionals that means AI not your website is becoming the new front door for buyers and sellers. This requires an undeniable shift in your digital marketing strategy. Often referred to as Answer Engine Optimization (AEO), this new approach is essentially SEO's like-minded sister. Instead of optimizing for search engines, AEO gears your content toward AI tools like ChatGPT, Google Gemini, Perplexity, and the like."
AI-powered chatbots and generative models are becoming primary entry points for real estate queries, with tools like ChatGPT and Perplexity capturing notable desktop search traffic (5.6% as of June 2025). One in ten people now start searches with generative AI, and AI overviews can answer questions without additional clicks. Industry forecasts predict a substantial drop in traditional search volume as AI handles more queries. Real estate professionals must shift from traditional SEO to Answer Engine Optimization (AEO), focusing on clear, locally nuanced, conversational content and structured data so AI tools will surface their answers directly.
Read at www.housingwire.com
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