Ryan Darani
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November 13, 2025
How Real Estate Agents Can Write Content That LLMs Love
A few days ago, an agent sent me a link to their new “content strategy.”
It was a WordPress blog packed with more than a hundred articles that could just as easily describe Denver, Dallas, or the Death Star.
“I got a great deal,” they said.
“They used AI, so they were able to do a lot of content.”
My stomach dropped a little, because I knew exactly what was coming next: and a decent chance of being filtered out of the very AI systems he thought he was “feeding.”
Mass AI content isn’t a shortcut. It’s a risk multiplier.
If you’re a working REALTOR who cares about being the agent AI recommends, you cannot outsource judgment to a model. You can absolutely use AI to build faster.
But if you stop at “paste, publish, pray,” you’re going to waste money and let your competitors get further ahead.
For twenty years, SEO was simple(ish):
You still need that foundation.
Your IDX needs to be crawlable. Your neighborhood pages need internal links. Your NAP has to be consistent.
But your future buyers aren’t typing “homes for sale in [City]” and immediately calling an agent.
They’re asking specific questions:
“I’ve got two kids, one dog, a budget around $650k, and I work remote—where should I look around Charleston that’s quiet but not boring? Who’s the best agent to help me?”
And they’re asking that inside ChatGPT, Perplexity, Google’s AI Overviews, and AI Mode (which is why it's so important to be in all LLMs).
Those systems don’t show “your page at position #3.” They read everything, slice it into passages, and stitch together an answer.
In that answer, your content might be:
A model is basically running a permanent “round of interviews” with your content. Prioritizing content in ways like:
“Is this paragraph useful for this buyer, right now, in this exact context?”
If your content reads like it was written by a model with no local context, it fails. Even if you “technically” did SEO.
Here’s the trap I see agents and vendors falling into:
From a distance, it looks impressive. So many pages. So many words. The site feels “full.”
But it’s basically the same 12 paragraphs rewritten a hundred different ways with vague local references sprinkled on top.
The problems with this ‘strategy’ are:
Unedited AI copy turns your site into the SEO equivalent of a subdivision full of spec homes nobody really wants to live in.
You save money on construction. You lose it on the appraisal.
Classic SEO advice told agents: “It’s better to have something about a topic than nothing at all.”
That was true when:
That world is gone.
In an LLM-dominated user journey, what actually gets used are passages: tight, self-contained chunks of content.
A single paragraph about “Living in West Ashley with school-aged kids” can carry more weight than a 2,000-word generic piece that tries to cover the entire city but never gets specific.
So if your “AI content” is doing that old-school trick of:
“Charleston is a vibrant city with a mix of historic charm and modern amenities…”
…you’re not just boring your reader. You’re wasting money. And you’ll never rank in ChatGPT for anything meaningful.
Inside our agency, we treat AI the same way we tell clients to treat it: like a very fast, very literal junior writer on your team.
It has zero intuition about your market. And if you don’t give it guardrails, it will confidently make things up that could wreck trust with both buyers and search systems.
So we don’t hand it the keys.
We plug it into very specific parts of the workflow where it helps you get more at-bats with real people.
We’ll ask a model to sketch a messy outline for, say, “moving from New York to Mount Pleasant with school-aged kids.” Then we tear it apart. We keep the bones that match real search behavior and local questions, and rebuild the outline around the way your buyers actually think through the move. AI gives us 60% of the scaffolding; we drag the rest of the way into reality.
If every paragraph you send us starts with “Additionally” or “Furthermore,” we’ll happily throw that into a model and ask it to break the rhythm, simplify, or tighten the language. Then we tune it back into your actual voice so it doesn’t sound like another beige industry blog post. Sometimes the best value of AI is just snapping you out of “MLS description mode.”
The rule of thumb we give our clients is:
AI should help you move faster through the empty page. Only you (and your SEO team) can make the page worth ranking, citing, and trusting.
We use the models to speed up the grunt work. We use strategy, data, and your local knowledge to make sure what goes live can win listings instead of just filling a sitemap.
“Human quality control” sounds like a line you’d throw into a pitch deck.
It’s not.
It’s the unsexy part of the work that turns a generic AI draft into something your buyers and the LLMs can actually use without cringing.
When we review AI-assisted content for a client, the questions are very blunt:
If we strip out the city name, and it could just as easily describe 200 other markets, it goes back into the workflow. We want you to sound like the agent buyers would bump into at the best local coffee shop, not the narrator of a national relocation brochure.
We look for school names, realistic commute patterns, credible price bands, neighborhoods and condo buildings locals would recognize—not made-up subdivisions or fake “community names” the model hallucinated. If something feels off, we cross-check with your MLS and public data instead of trusting the draft.
“Walkable to everything” on a stroad with no sidewalks? “Affordable starter homes” that start at $900k in a town where the median is half that? That’s how you lose trust with readers, AIs, and peers. We kill anything that feels like it would get you roasted in a private agent group.
“Charming,” “vibrant,” “bustling” are filler words.
“This side of town looks cheaper at first, but most of our first-time buyers end up trading a shorter commute for a bigger yard once they see the insurance numbers” is insight. Our editors are trained to pull the second kind of line out of you and strip away the first.
On your side, we don’t ask you to become a full-time editor. We set up a simple review loop you can stick to:
If a sentence makes you wince, we rewrite it.
Yes, that takes longer than “copy AI and paste into your CMS.”
That’s the point.
The speed we gain from AI is supposed to finance better judgment, not erase it. The agents who win will be the ones who keep their hands on that last layer of QC instead of trusting a black box to speak for them.
You’ve probably seen phrases like “optimize your content for LLMs” floated around like it’s a new plugin you can flip on in WordPress.
If only.
From where we sit—staring at logs, AIO outputs, and AI answers all day—the reality is dumber and more demanding:
LLMs love content that makes their job easier.
They’re trying to juggle a few things at once:
If your page helps with that, it gets used and cited. If it doesn’t, it gets treated like background noise—even if you “targeted the keyword” correctly.
So what does helpful to the model look like on a real estate site, when we’re tuning content for you?
“For families looking in West Knoxville, most three-bedroom homes in late 2025 closed between $520k and $650k, and things get noticeably more competitive once you cross $700k.” That’s a clean, atomic chunk. A model can lift it straight into an answer about budget expectations without needing the rest of the page.
“East side looks cheaper on paper, but the higher insurance and flood-risk tradeoffs eat a lot of that savings, especially on older homes.” That line does more work than three paragraphs of generic “pros and cons.” Models like it because it encodes why something matters, not just what it is.
We deliberately weave in real school names, neighborhood names, highway numbers, major employers, condo buildings, and local landmarks. That’s how you stay in the running when a model quietly expands a query from “moving to Charleston” into “is Avondale safe for kids,” “commute from James Island to MUSC,” and “homes zoned for Wando High School.”
None of this is “add this phrase three times and bold it.”
That era is done.
What we’re doing, is closer to this:
That’s how you end up being the agent the machines keep recommending, even when the user never types your name.
A lot of agents still think of “penalties” as a big red flag:
That still happens, but the more common penalty in the AI era isn’t obvious:
Nobody tells you this is happening. There’s no “you used AI too lazily” report in Search Console.
You just see flatter organic traffic, weaker leads, more “we found you on Zillow but ended up working with someone else” stories.
From the outside, it looks like “the market” or “the algorithm.” Underneath, it’s often just this:
You handed your voice and local knowledge to an AI model and never took it back.
If you want a practical way to live in this new world without turning into a full-time SEO nerd, the operating system can be simple:
If something goes live on your site without a human reading it line by line, you’re playing Russian roulette with your brand and visibility.
Let AI explain processes and definitions. You own anything that touches your city, your clients, your judgment, or your numbers.
One genuinely good relocation guide that you update quarterly is worth more than twenty AI-spun “living in…” posts that all say the same thing.
If you’d never say it to a buyer across the table, it doesn’t belong on your site. Edit until it sounds like you again.
Yes, people still read. But increasingly, AI systems are reading for them. You’re writing for both: the human who needs clarity, and the machine that’s deciding what they see.
The agents who are going to win the AI + SEO game won’t look flashy at first glance.
They’re not the ones bragging about “900 pages of AI content” or spamming LinkedIn with screenshots of their ChatGPT prompts.
They’re the agents who:
To everyone else, it will look like they “got lucky.” Or they’ll assume those agents hired an expensive agency with secret tricks.
What happened is simpler and harder:
They treated AI like a power tool. Not a replacement for their local knowledge.
If you care about being the agent LLMs and search engines keep recommending—and the one nervous, serious buyers keep hearing about—you don’t need to abandon AI.
You just need to be the adult in the room.
