How REALTORS® Can Use Generative Engine Optimization (GEO) in Their Business
A REALTOR®’s guide to being discovered in the age of AI search.
Generative Engine Optimization (GEO) is quickly becoming the front door to the internet. As artificial intelligence (AI) tools like ChatGPT, Perplexity, and Google’s AI Mode become more common, we’re entering a new era of how people search online and how they might find your business.
GEO isn’t just for tech experts or marketing agencies. It’s something every REALTOR® can start doing today. Here’s where to start.
What is GEO?
When you type a question into Google, ever notice that the “AI Overview” section? If you look closely, this section will link to web sources that it’s pulling it’s information from. In part, GEO is what might allow you to become one of those sources.
GEO is all about making sure AI tools can read, understand and reference your content. It’s a new strategy focused on helping your content appear in answers provided by generative AI tools. Instead of trying to rank higher in search engine results (the way SEO does), GEO helps your name, expertise, and content show up directly in the AI-generated response.
It’s about clarity, context and answering real human questions.
How great would it be if when a home buyer types “How do I find a REALTOR® in Halifax who specializes in first-time buyers?” into ChatGPT and your name pops up, right?
Why GEO matters
Google’s AI search summary and similar AI-powered tools are changing the way users interact with search engines. Some studies have found that a large number of online search activity now results in zero clicks, meaning that people never leave the search page at all. If your content isn’t easy for AI tools to understand you could lose out on business.
With proper use of GEO, if someone asks ChatGPT, “What should I know before buying a condo in Calgary?” and you’ve written a clear, helpful blog answering that exact question—there’s a good chance your content could be referenced in the AI’s answer.
SEO versus GEO
GEO doesn’t replace SEO, it complements it. The best digital strategies incorporate both.
Here’s a look at the key differences between the two concepts.
| SEO | GEO |
|---|---|
| Focuses on search engine rankings. | Focuses on AI-generated responses. |
| Relies on keywords, backlinks, and metadata. | Relies on clarity, structure, and human-friendly writing. |
| Designed for clicks. | Designed for answers. |
GEO in action
A user might ask an AI chat tool the following question: “Who are the best REALTORS® in Ottawa for eco-friendly homes?”
| With GEO | Without GEO |
|---|---|
| An AI might reference a REALTOR® whose blog is titled “Your guide to buying an eco-friendly home in Ottawa” and who clearly states in their bio, “I specialize in sustainable and green housing in Ottawa.” | The AI might skip over you entirely if you have published similar content, but it’s full of jargon, unstructured keywords, or unclear information about your location or specialty. |
Where to start
You don’t need a technical background to start improving your GEO.
Here are some practical tips to optimize your online content for AI readability.
- Write the way people talk to AI. Think about how you’d ask ChatGPT a question, then structure your content to answer it.
- Use natural, conversational language. AI tools are trained on how humans communicate. Skip the fluff and buzzwords.
- Be specific. Include your name, city, and what makes you stand out, naturally within your content.
- Add question and answer-style content. Get ahead of AI and create your own answers that can be easily referenced. For example, “Five questions first-time home buyers ask.”
- Use headings and short summaries. Structure matters. It can help AI understand what it’s reading so it can understand and generate an accurate response to your potential clients. Don’t forget those H1, H2, and so on tags!
- Remember social media. Platforms like Instagram, Facebook, LinkedIn, and YouTube are also being indexed by AI. Make sure your captions, bios, and posts follow the same principles: short, clear, and conversational. Consider calls-to-action or questions your target audience might be searching for.
How GEO can help your business
GEO is about helping clients find you before they even know your name.
When your content matches how people talk to AI, you can meet them where they’re at—online, asking questions about buying or selling real estate. With a few small changes to your online content, you can make it easier for AI tools to reference you, build credibility while showing your expertise to your target audience, and connect with clients earlier in their buying or selling journeys.
