Check out all past tips in the archive HERE

Winning the AI Search Game: Why I’m Paying Attention

At this year’s Tom Ferry Summit, I tuned into Jason Pantana’s presentation on Winning the AI Search Game. I’ll be honest—this session was already on my radar, but something happened earlier that same day that really drove the point home.

At 11 a.m., I had a closing with a buyer who told me: “I asked ChatGPT which agent I should use to buy a home—and it recommended you.”

By 2 p.m., I was sitting in Jason’s session, hearing him explain why the future of consumer search is moving away from Google search bars and toward AI “ask” platforms like ChatGPT, Claude, Perplexity, and Google’s new AI Overviews. The lightbulb went off—if AI is where clients are turning, then I want to be the #1 recommendation in my market.

Why This Matters

Traditionally, when you search Google for “best agent in [city],” it shows the Google Maps pack with a list of agents. But when you ask Google that same question, the response no longer defaults to the map pack—it triggers an AI Overview. This is a massive shift, and it means we have to optimize differently.

How to Get Discovered in AI Search

Jason broke it down into simple, actionable steps:

1. Recognize which websites AI trusts.
AI engines favor certain sites when pulling recommendations. If you don’t have a profile on them, you’re invisible. Examples include:

• Zillow

• Realtor.com

• Yelp

• Homes.com

• FastExpert

• RealTrends

• Expertise.com

• HomeLight

• Local news/business directories

• Even Reddit in some cases

2. Update and optimize your bio everywhere.
AI can’t read dynamic reviews, but it can read your static bio text. That means your bio is critical. It should include:

• Number of reviews you’ve earned

• Specialties and designations

• Clear positioning about the type of clients you serve

Jason even shared a ChatGPT prompt to generate short, medium, and long bio versions that are AI-friendly. I’ve already started updating mine.

3. Create content that positions you as “the one.”
AI is becoming more diplomatic—it won’t always say “this person is the best.” Instead, it references guides and blogs on how to choose an agent. The opportunity? Write that guide yourself. Publish a blog on “How to Choose the Right Realtor in [Your City]” … and nominate yourself.

The Big Picture

This isn’t a trend that’s coming—it’s here. I know because I literally closed my first AI-sourced client the same day I heard Jason explain it.

The future of referrals and discovery will increasingly flow through AI platforms. If you want to win, you need to make sure the algorithms can “see” you, understand who you are, and recommend you with confidence.

For me, this is now a top priority—and I’d encourage you to start making it one too.

On an unrelated topic, during Ken Pozek’s presentation on building your brand on YouTube he made a hilarious statement: “Most people don’t do videos because they don’t like the way they look and sound. I’m going to tell you guys a secret: that’s actually how you look and sound, so get over it and make the videos!”

Let me know if you’d like my notes from that session as well!

Tony Piraino
The Key Team | Brinkoetter Realtors
📍 Decatur, IL
📲 217.972.2867

Archive of Previous Month’s Tips

In January of 2024, I started sending out a monthly email to high-producing real estate agents across the country, agents I’ve connected with at various points. My goal was simple: keep our connection strong without sending the typical local market updates that might not be relevant. Instead, I wanted to share something valuable each month that has helped my business and could potentially benefit yours, too.

A few months ago, I realized it would be helpful to make previous tips easily accessible, especially for new agents I’ve added to the list. That’s why I’ve transitioned from a traditional email to a newsletter format, where you can now find an archive of all the tips I’ve shared since January. You can access the archive HERE.

As a reminder, here are the topics I’ve covered so far:

January 2024: Artificial Intelligence Tools
February 2024: Key Team Client Events
March 2024: Zillow CMA (ZMA)
April 2024: Creating a Google Map of Address List
May 2024: 2-1 Mortgage Buydown
June 2024: “Did You Hear About Your Neighbor?” Door Hangers
July 2024: Unsolicited Video CMA
August 2024: Beehiiv Email Newsletter
September 2024: Fiverr Virtual Assistant
October 2024: “Working With You Would Be A Treat” Halloween Geofarm Door Hanger
November 2024: Fall Mini Photo Session Event
December 2024: “Get Handshake” Free Agent Referral App
January 2025: Exporting Birthdays from Facebook and Importing to your CRM
February 2025: Sisu Transaction Management
March 2025: Synthensia AI Video Avatar
April 2025: Leveling Up Your Geo Farming with AI
May 2025: Steal This Dad Joke Idea
June 2025: Utilizing Canva as an AI Real Estate Coach

Have any of these topics been helpful to you? Are there any great tips you’d be willing to share? I’d love to hear from you!

Thank you!