You could have 20 years of experience, hundreds of transactions and a reputation as one of the best real estate agents in your market, but if AI can’t find evidence of it online, none of that experience matters when a consumer searches for who they should hire.
On this episode of Real Estate Insiders Unfiltered, Bobby Kerr, founder of LOC8, joins James Dwiggins and Keith Robinson to explain what AI search for real estate agents actually looks for and how agents can improve their visibility across Google, ChatGPT, Gemini, Perplexity and other search tools.
Kerr explains why experience alone won’t make AI tools recommend you and why agents need to actively build the digital signals that establish their expertise, authority and trust.
From optimizing your Google Business Profile and collecting stronger reviews to creating hyperlocal content and building profiles across trusted real estate platforms, Kerr lays out a practical foundation agents can start implementing immediately. He also breaks down blogging, social media, AI-generated content, Google’s recency bias, and why getting specific about your niche could make the difference between being recommended and being ignored.
Highlights
As Kerr explains, your experience, expertise, transaction history and sales volume still matter. The problem is that AI can’t give you credit for information it can’t find. An agent with decades in the business can potentially be outranked online by a much newer agent who has done a better job establishing their digital presence.
In this episode, you’ll learn:
- Why your Google Business Profile should be a foundation of AI search for real estate agents
- The five elements Kerr recommends for stronger Google reviews
- Why profiles on trusted real estate and business platforms help establish authority
- How hyperlocal content can separate you from generic real estate marketing
- Why consistency and recent activity matter for Google and AI visibility
Kerr also explains why agents should stop creating generic, commoditized content and start answering specific questions about the communities and niches they actually serve. Instead of another generic post about home maintenance, create useful content answering the questions consumers in your market are actually asking.
The fundamentals of AI search for real estate agents come down to visibility, credibility, authority, specificity and consistency. If you’ve spent years building your expertise, it’s time to make sure Google and AI can actually see it. Because when it comes to AI search for real estate agents, your story won’t tell itself.
Connect with Bobby Kerr on LinkedIn, Facebook, Instagram, YouTube, TikTok or email info@loc8mybiz.com.
Real Estate Insiders Unfiltered is now exclusively on Inman. Tune in for agent- and team-focused content on Mondays and leadership interviews on Wednesdays each week. Listen on Apple or Spotify.
James Dwiggins is the president of NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
Keith Robinson is the president of strategy at NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
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The views and opinions expressed on Real Estate Insiders Unfiltered are those of the hosts and guests in their personal capacities and do not necessarily reflect the views or positions of AGNT, Inc., eXp Realty, LLC, NextHome, Inc., or any of their respective affiliates, subsidiaries, officers, or directors.
