Answer engine optimization, or AEO, is moving to the top of the real estate lead funnel because AI-driven search tools reward clear question-and-answer content.
Real estate professionals have spent years learning search engine optimization (SEO) and search engine marketing (SEM). The rules are not gone. But the order of visibility is changing. Buyers and sellers now ask full questions of Google’s AI Overviews, ChatGPT, Perplexity, Gemini and voice search. Those systems favor direct answers, structured pages and repeated brand mentions across the web.
What AEO means for real estate leads
AEO is the practice of publishing content that answers common questions in a format AI tools can read, summarize and reuse.
Your content needs to look less like a single blog post and more like a library of answers that match how people speak.
People are also using voice input more often. That changes the keyword strategy. Instead of short phrases, many searches are now full questions. That pushes “long-tail keywords” toward question-based search terms.
Why one blog post is not enough
SEO used to reward a strong page and inbound links. Those still matter. The newer shift is that “mentions” now matter alongside links. A link is a direct connection from another site to yours. A mention is simply your business name appearing on other platforms, with or without a link.
AI tools use those mentions as brand signals. They pull information from many places, not only your website. That is why publishing “everywhere” matters.
Google is getting less of the total attention it once had as users spread out across other tools and platforms. The result is more “zero-click” behavior. People get answers without visiting any website.
Zero-click behavior means fewer clicks, fewer page views and fewer opportunities to convert visitors after the search. It also means the agent who wins is often the one who shows up in the answer itself.
The content system that supports AEO
AEO favors consistent, repeatable publishing. It also favors reuse across formats. For years, I’ve lived by “record once, then repurpose everywhere.” This approach aligns with AEO because it creates more answer-ready content across more locations.
Here is the practical version for your real estate business:
- Record a three-minute video answering one topic (example: “How does a VA loan work in 2026?”).
- Create a written Q&A page from the transcript.
- Cut short clips into Reels, Shorts and TikToks.
- Turn the main points into an email newsletter.
- Post the same Q&A to your business profiles where allowed.
Repurposing your content is not “more content” for its own sake. A repurposing strategy increases the chances of appearing as the answer when someone asks a question.
The local layer: Profiles matter again
Local search is not only about your website. Business profiles are now feeding local data to AI tools.
Two platforms that many agents ignore:
Yelp and Bing provide local business data that LLMs use. If you already have a Google Business Profile, you can import that information into Bing Places instead of rebuilding it from scratch.
Yelp is “user-driven” and rewards authenticity. That means agents should focus on accurate profiles and current updates instead of dumping old posts into the system.
Technical setup: Schema markup
Schema markup is code that helps search engines understand what a page is about. Schema can support AEO by making your content easier to classify and surface.
Examples:
- Location schema for neighborhood or service-area pages
- Review schema for testimonials and ratings
Tools like WordPress plugins can support schema. The larger point is that your website should help search systems identify your pages as answers tied to a location, service or topic.
Speed to lead is the second gate
Visibility is only half the lead equation. Response time closes deals.
The first business to respond often wins, even when price is not the deciding factor. Many consumers will not leave a voicemail unless they already have a relationship with you. They call the next name.
AI phone assistants and chatbots are built around question-and-answer flows. They can answer calls, respond to basic questions and book appointments while you are in showings or meetings. In other words, fewer lead leaks after you pay for marketing.
AEO is not a trend to watch. It is a publishing-and-response system to run. The agents who publish answers and reply first will attract more clients organically, convert faster and waste less money on marketing and missed calls.
Download the FREE “189 Prompts to Workflows: Custom GPT Edition” and turn everyday real estate tasks into automated systems — starting today.
Marki Lemons Ryhal is a top real estate coach, global keynote speaker and international best-selling author. She is also a licensed managing broker and Realtor and the first African-American woman inducted into the Chicago Association of REALTORS® Hall of Fame. She currently hosts two podcasts, “Drive with NAR” and “Social Selling Made Simple.”
Marki Lemons-Ryhal
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