Your digital strategy, and how you, your brand, and your business appear online is more crucial to success than ever, and while it’s critical to understand the important role that SEO, AEO, and GEO plays in a solid, results-driven inbound marketing strategy, there’s one additional piece that is becoming increasingly important: building a digital public relations (PR) strategy.

As an agent with a marketing strategy in place, it’s easy to get stuck only looking for the immediate wins. Whether it’s an increase in website metrics, a direct phone click, or a form submission. However, that’s just the top of the funnel, and usually a smaller percentage of your website traffic, which is probably around 20% or so; but what about that remaining 80%? Who are they, and why haven’t they converted right away?

if you just use AI to crank out 50+ blog posts in a week, based on your topic strategy you want to show up in search results for, you’ll be able to dominate those search results in a few days rather than a few months or even years, right? At first thought, it even seems like it could be easy and work. And for a short time, it seems to work. But then, it doesn’t. So what happened? And why should you avoid this type of approach?

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 In the distant past, it was an acceptable strategy that typically got results, but nowadays, it’s an outdated strategy that doesn’t work as part of a long-term digital strategy.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.