Agents typically think that they should have pages for every neighborhood, every condo building, and every school that exist in their market in an attempt to try to cast the widest net possible and hoping something will stick. In the distant past, it was an acceptable strategy that typically got results, but nowadays, it’s an outdated strategy that doesn’t work as part of a long-term digital strategy.

The truth is, if you’re relying on AI completely to write your listing descriptions, you might be saving time, but you’re also probably damaging the brand authority you’ve worked so hard to build. That’s because using AI as a “set-it-and-forget-it” replacement for your own brand voice, especially when it comes to your listings, is a recipe for digital invisibility, and the loss of trust with your clients and audience, in the long term.

If you want to connect with your target audience, the best way to do so is to help them with real problems they have so that they associate you, your brand, and your business with being a solution – not just someone trying to sell them something. Embracing an inbound, problem-solving strategy can feel like a big shift from traditional real estate marketing, but it’s a shift worth making if you want to get better, more high-quality leads that want to work with you because you’ve truly helped them.

To truly future-proof your real estate search strategy, you must continually work to be found in the places where people are looking for answers today, whether that’s in traditional search results, AI search results, or LLM answers (like ChatGPT and Google Gemini) – and at the heart of any good, successful, results-driven search strategy is a solid understanding of EEAT.

While building backlinks is still an important part of building a search strategy for traditional search results (and you should certainly continue to build high-quality, authoritative backlinks), when it comes to building visibility in AI search results, you should also be building something else: unlinked brand mentions.

When it comes to generating leads, most experienced, top producing agents know that more leads isn’t better – it’s often worse because setting yourself up to chase and try to convert high-volume, but low-quality leads takes you away from being able to build a sustainable, long-term business. That’s where the concept of the slow lead comes in.

Low-quality, unengaged leads who aren’t loyal to your brand require an exhausting amount of work to convert. That’s why a sophisticated inbound marketing strategy isn’t just about who you want to attract; it’s equally about who you want to avoid – and that starts by identifying your anti-persona.