ChatGPT is a goldmine of leads for real estate agents.
Traffic from ChatGPT is high intent. It’s different from paid traffic or even traditional organic traffic. Why? Because users are having specific conversations with AI. It’s a needs-based conversation.
Because of that, ChatGPT traffic converts extremely quickly. But, how do you get there? How does ChatGPT know your brokerage exists?
Well, I’ll show you how. From creating content on your website to maximizing your agent profiles online. This is the best way to learn how to generate leads from ChatGPT as a real estate agent.
How Does ChatGPT Search Work for Real Estate?
ChatGPT Search (formerly SearchGPT) works like any other search engine. The big difference is how the results are returned.
OpenAI released GPTBot in 2023. It’s what populates ChatGPT’s real-time answers. So, if you’re blocking OpenAI (by mistake), check your site’s Robots.txt for any ‘disallow’ rules.
(That might sound complicated. If you’re stuck, please book a call with us, and we can tell you if anything’s stopping your site from ranking.)
Imagine your traditional search experience on Google. You type ‘best realtors in Miami’, you’re served ads and maps before you see an organic result. And, when you do, let’s be honest, it’s Zillow, Redfin or Trulia.
ChatGPT doesn’t do this. ChatGPT is disproportionately in favor of small, local businesses.
And this is thanks to conversational search.
You’re no longer competing with Zillow. This means that it’s no longer an excuse for real estate agents.
30% of all ChatGPT users want someone to buy or sell a home with.
That’s millions of searches, every single month, that could turn into a listing appointment.
People are searching in different ways. It’s specific.
- ‘Can you find me the best realtor in Miami to help me sell my 2-bed condo on the water for above market average?’
- ‘Which real estate agent should I use to buy a house in Florida for between $750k – $850k?’
And because of that specificity. That high intent. This is how real estate agents should be creating content for ChatGPT.
What Content Should Real Estate Agents Create for AI?
The most important content real estate agents should produce is location pages, house types, house prices and specific blog content.
Let me quickly make an aside here. Blog content should serve as a funnel. It shouldn’t be ‘best cookies in Miami’; if you are writing that, stop it.
You’re confusing AI search engines by doing that.
Location Pages
Location pages are designed to act as the first thing a user sees.
You wouldn’t believe the number of agents I’ve spoken to who don’t have locations on their websites.
It’s why over 50% of all real estate agent websites get zero traffic.
We use location pages to tell ChatGPT where you do business. AI search still uses proximity (i.e., how close the user is to your business) when it decides which results to return.
It’s not enough to throw up a location page with an IDX feed and call it a day. That’s not how this works.
You need structure. You need the right entities on the page. You need to answer specific questions.
Here’s how your page should look to capture ChatGPT search:
See the live page here: https://katelyntnrealtor.com/gatlinburg/homes-for-sale
House Types and House Prices
This means condos, townhouses, and oceanfront properties. And it also means prices under $500,000 or between $750,000 and $1,000,000.
Why? Because you’re trying to answer a specific need. Buyers are looking for condos for under $800,000. They’re not looking for ‘condos in Miami’.
These pages are gold for generating leads with ChatGPT.
You know if someone lands on your ‘condos for $800,000’ page, even if it’s 5 a month, they’re serious.
You’re thinking ‘5 visits a month? That’s nothing.’
And that’s why we combine these two page types. It’s not about the individual page traffic. It’s the total number of traffic from all pages on your site.
Most real estate websites that generate leads from ChatGPT have over 200 pages. If each page gets 10 visits a month, that’s 2,000 visits.
On average, you can expect 10-20 leads a month from that level of traffic.
Blog Pages for ChatGPT
Your blogs should make up a huge part of your marketing strategy for ChatGPT lead generation.
But not all real estate blogs are created equal. Blogs like the best restaurants or the best parks in your area won’t help you get leads.
And if your website provider is selling this to you as part of a ‘SEO package’, well, I have bad news for you.
They don’t work for lead generation. They never have and they never will.
Your blog pages should cover key topics such as:
- Moving to [location]
- Living in [location]
- Cost of living in [location]
- Property taxes in [location]
Essentially, anything a buyer would try to answer before deciding which area to move to. You might only need 10 blogs for each area. Some you might need 50 for.
ChatGPT uses this information to return citations and sources.
Here’s an example of this for Katelyn Warren, a client of ours:
Katelyn was featured 6 times for one search. That means she has 6x the opportunity to generate traffic than on Google or any other search engine.
This is why blogs make a difference to real estate lead gen with ChatGPT.
Using FAQs For AEO (Answer Engine Optimization)
ChatGPT is an answer engine.
And because of that, FAQ-style content is how you should structure your pages. Your prospects will have a series of questions they need to answer. If you’re able to think about that logically and answer every question, you’ll appear in ChatGPT.
The easiest way to do this, is to think about what questions buyers and sellers ask you on a daily basis.
Use these questions on your location, house type and house price pages. They can overlap because most questions have the same intent (i.e, their end goal).
Think:
- How many days on market?
- What’s the average property price?
- What are the best types of property?
- What schools are close by?
- What’s the crime rate?
There might be 10 questions to answer. And that’s fine. We’re not doing that for anything other than to give you more opportunities to appear in AI search.
Which Profiles Do I Need To Feature in ChatGPT?
ChatGPT uses 50 different sources for local real estate searches.
The main profiles are:
- BBB (Better Business Bureau)
- Zillow
- FastExpert
- RateMyAgent
- Realtor
- Chamber of Commerce
Each profile needs to be updated often. And, the most important thing to remember: make sure your information is consistent. We call this Citation Optimization.
If you’ve moved address or updated your phone number, make sure it’s the same on every profile you have.
If it’s not, when people ask ChatGPT for a real estate agent to help sell their home, but your number’s wrong, and your address is 60 miles away, don’t be mad when you’re not getting those leads.
We have the full list of profiles you need to be featured on here. Download it for free and get to work with it.
In addition to directories, agents must have website authority. Think being featured in/on local press, larger media outlets (Forbes, Business Insider, Bloomberg) to establish their brand.
Brand is everything when it comes to AEO (Answer Engine Optimization).
Use Schema To Help ChatGPT Read Your Pages
Schema is a machine-readable language that search engines use to parse (aka ‘read’) content. Machines don’t read like humans. They don’t see words like we do.
Schema helps to remove any ambiguity, i.e., makes it very clear what the page is about.
We recommend you add Schema across your entire site. Depending on your website provider, this could be a 20-minute fix or a 3-week turnaround. Just know adding Schema is incredibly easy, so if your provider says anything other than that, they’re lying.
The best types of Schema to add:
- RealEstateAgent
- areaServed
- LocalBusiness
- knowsAbout
- contactPoint
- RealEstateListing
- Person
- sameAs
Here’s the official Schema documentation for you to read through what each tag does.
We do this to increase the likelihood that ChatGPT (and Grok, Perplexity, Claude, Gemini) understand your content better than your competitors.
It might seem like a hassle. But, if you make ChatGPT’s life easier, you’ll be picked over your competitors 9/10.
How Many Leads Can I Generate With ChatGPT?
The number of leads you generate from ChatGPT depends on your real estate market.
The popularity of an area plays a huge role in how many enquiries you get from ChatGPT or any other AI search engine.
Some rough statistics* from the real estate industry look like this:
- Every 100 visits from ChatGPT is 2 form fills.
- 75-80% of all traffic is from homebuyers.
- Agents can expect to see results within 60-90 days.
If you combine this traffic with traditional SEO and ghost leads, you can expect anywhere from 10-15 new monthly listing appointments.
Again, it could be less, it could be more.
*This data is based on the last 6 months from 30 different real estate agent websites in different locations.
How Can I Track ChatGPT Traffic To My Website?
The easiest way to track ChatGPT traffic is with Google Analytics (now GA4).
You can set up filters within GA4 to see:
- Which LLMs (large language models) have sent you traffic.
- How much of that traffic converts.
- How long they stay on your website.
- Which pages they visited.
This helps you build a strong understanding of what you need to improve. And also which pages seem to attract the most traffic from ChatGPT and AI search.
To set this up, here’s a quick video walkthrough:
Finding new clients is really hard without the right data.
Having GA4 setup means you can tailor your content strategy for the right searches. It can be locations, price ranges, property types (like we showed earlier).
The good news is, if users aren’t completing your forms, you can still use our Ghost Lead system to add them to your CRM.
Your ChatGPT Lead Gen Strategy
Ranking in ChatGPT and generating leads is new. You’ll be ahead of 99% of real estate agents if you do this… now.
This is your moat. This is how you increase your GCI in the coming months and years.
Focus on being able to appear in as many ChatGPT searches as possible. This means our content strategy, the profiles you need and, the technical elements need for AEO.
If you’re stuck or hate the thought of diving deep into technical work, we can always do it for you.
