A recent newsletter from Sam McLean at Elite Agent raised a point that should probably be keeping more agents awake at night: Google doesn't really want people to visit your website anymore.

We’re moving into the era of 'zero-click' search. Whether it’s Google’s new AI overviews, ChatGPT, or any of the other rising AI chat products out there, the goal of the modern internet is to answer a user’s question right there on the screen.

When a potential vendor asks, "Who is the top agent in [Suburb]?", the first thing they're shown isn't a list of links to click. They’re getting a single, generated paragraph that recommends two or three names.

If AI isn't citing you as the answer, you may have lost a listing opportunity before the vendor even knows you exist. Here's how you get back into the conversation.

Why AI needs 'unbiased' proof

AI models treat real estate differently than they treat a search for a new coffee machine. Because property is a high-value financial decision, Google and other AI engines apply a stricter set of rules to the data they trust.

They look for E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

To an AI, your own website and social media are just you talking about yourself. 

To prove your 'Authoritativeness,' the AI looks for what others are saying about you on credible, third-party sites. It’s looking for independent proof that you’re the expert you claim to be.

Here are three practical steps you can take towards enhancing your presence in AI search overviews and chat results.

Step 1: The AI Audit

The first thing you need to do is find out firsthand what the machines are saying about you behind your back.

Visit Perplexity.ai (it’s better than ChatGPT for this because it cites its sources in real-time) and ask: 
"Who are the top-performing real estate agents in [Your Suburb] and what makes them stand out?"

If you aren't mentioned, look at who is. More importantly, look at the citations. These may show up as little numbers next to the text or as a list of 'sources' at the bottom of your search. 

When you're analysing the results, ask: are they pulling from a news article? A local blog? A high-traffic industry site? That is exactly where you need to show up next.

Step 2: Feed the machine better reviews

We’ve all been taught to chase 5-star reviews, but for AI models, the text of the review is more important than the stars. AI scans these reviews to build a profile of your specific skills.

A review that says "Great service, thanks!" provides zero data. A review that says "The best auctioneer for waterfront properties in Cronulla" gives the AI three specific reasons to recommend you next time a vendor asks a targeted question.

The Fix: When you ask a client for a review, prompt them to be specific about the suburb, the property type, and details of the sale journey. 

That data is the fuel that helps AI categorise you as the local authority.

Step 3: Get cited elsewhere

Authoritativeness isn't something you can generate from just your own website — it’s earned from various external sources. 

AI prioritises 'unbiased' mentions from third-party sites because it views them as a verification of your claims. If your name only appears on your own site and the major portals, AI has a very narrow view of your authority.

The Action: Aim for at least one external mention per quarter to keep your profile fresh:

• Local news: If you have a record-breaking sale, a unique take on a local development, or expert insights into market changes or trends, pitch it to the local paper or community news site. A single mention in a local outlet is worth 10 self-published blogs because it’s 'unbiased' proof.
• Industry PR: Similarly, submit a 'sold story', some market commentary, or some critical advice to sites like Elite Agent, REB, or us here at OpenAgent. These sites have high authority, and when they link your name to a topic, AI takes notice.
• Sponsorships: If you sponsor a local sports team or school, ensure they mention you (and link to your profile) on their 'Our Partners' page.

The more opportunities you can create for yourself or your agency to be mentioned across relevant online media outlets, the more likely you are to be cited in AI results. 

The bottom line

In 2026, the most visible agent isn't always the one with the biggest billboard. More and more, it's becoming the one that AI feels safest recommending.

Technology in real estate should always serve one goal: getting you more face time with vendors. By spending twenty minutes auditing your AI presence today and making an ongoing effort to enhance your online visibility, you’re ensuring that when the next local seller asks their phone for a recommendation, your name is the one it provides.