Replay: Can AI Find You— Masterclass
Here are the Cliff Notes on this one!
Introduction to AI and its Impact on Visibility Rebecca introduced the concept of AI, noting that people often react to it with either excitement or trepidation, and emphasized its potential as a valuable tool and assistant. She highlighted that the goal of the meeting was to make attendees findable, credible, and expertly positioned when searched for by AI, such as through platforms like ChatGPT. Rebecca also addressed common myths, stating that AI does not crawl data from paid Google rankings, Instagram, or Zillow reviews, unlike traditional Google searches.
How AI Thinks and What Content it Reads AI does not rank content based on clicks or backlinks like Google, but rather by reading available information and spitting out what it has processed. She specified that AI can read bios, "about" pages, LinkedIn profiles, Google Business Profiles, articles, blogs, and YouTube and podcast descriptions, but cannot read MLS listings, Instagram, Facebook, or dynamic brokerage pages. Rebecca likened AI's function to a librarian indexing printed books, emphasizing its focus on static, structured, and specific content that remains constant.
Importance of Specific and Structured Content for AI We underscored the importance of static content that stays put on pages like bios, "about" pages, or blogs, as this increases the likelihood of AI crawling and recalling the information. She advised using clear, keyword-rich, and contextual content with headers and short paragraphs, recommending highly specific descriptions such as "Portland real estate agents specializing in relocation and downsizing". Rebecca also emphasized that AI connects people, places, and proof, encouraging factual and specific details in personal descriptions.
Interacting with ChatGPT as a Tool ChatGPT is a "friend" that users can converse with to refine responses and improve personal bios or content. Rebecca advised against using generic prompts for property descriptions and instead encouraged users to provide detailed information to help ChatGPT generate authentic and personalized content. She highlighted that this approach helps users leverage ChatGPT more effectively by providing it with comprehensive details about themselves, enabling more accurate and favorable outputs.
Critique of Brokerage Websites and Dynamic Content Rebecca explained that most brokerage agent profiles, such as those on Sabes, Compass, and Berkshire Hathaway, are built with single entry points for ease of going live, making their content dynamic and unreadable by AI. She stressed that such JavaScript-based content cannot be crawled or stored by AI, making personal domain ownership the safest approach for AI visibility. Rebecca also mentioned that some third-party website providers like Agent Image might also use dynamic content, urging users to verify this.
Website and Blog Recommendations for AI Visibility Rebecca emphasized that a website doesn't need to be a massive build; a single blog post page or a blog can facilitate everything needed for AI to find an agent. She advised against spending a fortune on websites with dynamic content and suggested a simpler approach, noting that AI is more simplistic to rank for than Google. Rebecca asserted that individuals can outperform large brokerage websites in AI searches by having a blog page with specific information, as big box sites are not readily found by AI.
Building Authority and Expertise through Content Rebecca highlighted that AI values original, crawlable content and looks for "EAT" (Experience, Expertise, Authority, Trust). She recommended regular blogging (weekly or monthly) to build authority, as static, indexable, and timestamped blog posts help AI recognize agents as experts in their field. Rebecca demonstrated how specific blog posts, like "Buying a home in Lake Asiggo" or "How to prep your home for market in Westland," can tell AI that the person is an expert, simultaneously benefiting Google search rankings.
Leveraging Reviews for AI Visibility Rebecca Green noted that AI cannot read reviews directly from platforms like Zillow or Realtor.com because they are dynamic scripts. She advised repurposing these reviews by copying them onto personal websites or blogs, and also posting them to LinkedIn, where AI can read them. Rebecca suggested enhancing the value of these repurposed reviews by telling the story behind them, including keywords like city and neighborhood names, to optimize them for AI searchability.
Future-Proofing Business Through AI Visibility Rebecca concluded by emphasizing that visibility creates opportunity and that early adopters of AI-optimized content will benefit as search methods rapidly change. She stated that agents and lenders who are "indexable" by AI will dominate the next decade of discovery by consistently repeating their core identity (who they are, what they do, where they do it, and who they serve) in static content like YouTube descriptions, blog posts, and podcast descriptions. Rebecca also shared an anecdote from Annabel Avelar, illustrating how clients are increasingly using ChatGPT for property research, highlighting the growing reliance on AI for information.
