Want ChatGPT and Google Gemini recommending YOU? Rick Fuller reveals the hyperlocal content strategy that puts real estate agents on AI's radar.
Here’s something most agents aren’t thinking about yet — and it’s going to separate the top producers of the next five years from everyone else.
When a buyer or seller types a question into ChatGPT, Perplexity, or Google Gemini — “Who’s the best real estate agent in [city]?” or “Who should I talk to about buying in [neighborhood]?” — AI tools are already forming answers. The question isn’t whether AI will recommend agents. It already is.
The question is: will it recommend you?
If you want to know how to get recommended by AI as a real estate agent, the answer isn’t complicated. But it does require consistency, and it starts with something that’s been around longer than any of these tools: publishing local knowledge online.
VIDEO: How to Get Recommended by AI Tools as a Local Real Estate Expert
Why AI Tools Recommend Some Agents Over Others
AI tools don’t have access to your charm, your closing record, or the fact that you’ve been the top agent in your ZIP code for eight years. What they do have access to is content — specifically, the content that’s been indexed on the internet.
When an AI tool is asked to recommend a local real estate expert, it scans the web for evidence of expertise. And here’s what it finds most convincing: agents who consistently publish hyperlocal knowledge.
Not ads. Not listings. Knowledge.
Agents who are answering the questions buyers and sellers are actually asking. Agents who write about interest rate impacts, neighborhood growth trends, school districts, new developments, local investment opportunities. Agents who show up, week after week, as the person in their market who teaches — not just sells.
That’s the profile AI rewards. That’s the content that earns recommendations.
Rick’s take: “When AI tools scan the internet, they find the people not selling the market, but teaching the market — and those agents become the experts that AI recommends.”
What “Hyperlocal Expertise” Actually Means (And What to Publish)
The word “hyperlocal” gets thrown around a lot. Let me make it concrete for you.
Hyperlocal content is content that answers the specific questions your buyers and sellers are already asking — questions that are unique to your market, your neighborhoods, and your community.
Think about what clients ask you every week:
- Is it a good time to buy right now?
- Is it a good time to sell?
- What neighborhoods are growing?
- How are interest rates affecting home prices here?
- What are the best school districts in the area?
- Are there new builders coming in?
- What’s happening with that development on the corner?
Every single one of those questions is a blog post. A video. A newsletter. A piece of content that AI can find, index, and use to identify you as the expert in your area.
Content Ideas to Start Publishing This Week
You don’t need to reinvent the wheel. Start with these formats:
Weekly Housing Market Update A short breakdown of what’s happening in your local market right now. New listings, price changes, days on market, interest rate impact. Keep it simple, keep it consistent, and publish it every week.
Neighborhood Guides A deep-dive on a specific neighborhood — walkability, schools, community amenities, price trends, who it’s great for. These get indexed and referenced by AI tools regularly.
First-Time Buyer Tips (Local Edition) Generic first-time buyer content is everywhere. But first-time buyer content specific to your market — programs available in your county, what the process looks like locally, what first-timers need to know about your inventory — that’s hyperlocal. That’s valuable.
Favorite Home of the Week Simple and engaging. Pick a listing (yours or otherwise), walk through what makes it interesting, and use it as a springboard to talk about local market context.
Local Investment Opportunities What’s happening in your market for investors? New construction, up-and-coming neighborhoods, rental demand trends. This content attracts a serious buyer segment and gets picked up by AI tools searching for local real estate expertise.
The Blogging Business Is Back — Bigger Than Before
There’s a mindset shift I want you to make. For a while, blogging felt like it was dying. Social media took over. Short-form video became king. And yes — those channels still matter.
But here’s what’s changed: AI changed the value of written content almost overnight.
AI tools are trained on text. They index written content. They surface written answers to written questions. And that means the agents who built a library of written hyperlocal content — even over the last year or two — are already showing up in AI-generated recommendations.
Watch the full video, above, on The Intelligent Agent & AI to see exactly how this works.
The blogging business isn’t just back. For agents who understand how to get recommended by AI as a real estate agent, it’s more powerful than it’s ever been.
How to Think About This Strategically
Here’s the mental model I want you to use: Become the local economist of your community.
Not just an agent. Not just a salesperson. The person in your market who tracks the data, explains the trends, and helps buyers and sellers understand what’s actually happening — and what it means for them.
That’s the agent AI recommends. That’s the agent clients call first. And honestly? That’s the agent who builds a business that doesn’t depend on cold calling, door knocking, or fighting over the same leads as everyone else.
Consistency Beats Perfection Every Time
You don’t need to publish a 2,000-word essay every week. You need to publish something every week. A short market update. A quick neighborhood tip. A local insight your clients would find valuable.
What matters to AI tools — and to your audience — is the pattern. Are you showing up consistently? Is your name associated with local real estate knowledge week after week? That’s what builds authority online, and that’s what earns AI recommendations over time.
You Already Know More Than You Think
Here’s the thing — you already have this expertise. You’ve been living in your market. You know which neighborhoods are heating up, which builders are worth watching, where the value is hiding. You just haven’t been publishing it.
That’s the only gap. And it’s one you can close starting today.
Your Action Plan: Get Started This Week
- Pick one content format — market update, neighborhood guide, buyer tips. Just one.
- Write down the 5 most common questions you get asked by buyers and sellers in your market right now.
- Answer one of those questions in writing — at least 400–500 words. Publish it on your website as a blog post.
- Set a publishing schedule — weekly, biweekly, whatever you can maintain. Consistency beats frequency.
- Repeat. Every piece of content you publish is another opportunity for AI to find you, index you, and recommend you.
That’s it. That’s the whole strategy.
This Is What ICT Coaches Are Teaching Right Now
At Icenhower Coaching & Training, this is one of the most important conversations we’re having with agents right now. AI isn’t coming — it’s here. And the agents who build a hyperlocal content presence today are the ones who will be getting AI-driven referrals tomorrow.
If you want to go deeper on AI tools and strategies for your real estate business, The Intelligent Agent & AI is ICT’s biweekly series dedicated to exactly this. Each episode, we break down a specific AI tool, workflow, or strategy you can implement right now.
Subscribe to The Intelligent Agent & AI and never miss an episode.
The future top agents won’t just be the best closers. They’ll be the ones who become the trusted local economists in their communities — and who make sure AI knows it.
The window to get ahead of this is open right now. Don’t wait until everyone else is doing it.
Click the button below to book a free coaching call with an ICT coach.
TRAINING VIDEO TRANSCRIPT
Prefer to read along? Here’s the full transcript from this Intelligent Agent & AI episode.
Video Transcript
If you want AI tools like ChatGPT, Perplexity, or Google Gemini to recommend you as a real estate agent, here’s the biggest secret: AI tools love hyperlocal expertise.
The agents who get recommended are the ones who consistently publish local knowledge. Think about the questions buyers and sellers are asking in your neighborhood — Is it a good time to buy? Is it a good time to sell? What neighborhoods are growing? How are interest rates affecting home prices? What about community parks, schools, taxes, new builders coming in, developments happening right on the local street corner?
Think about what your clients are consistently asking, and then imagine you’re the agent answering those questions every week online. Maybe you’re providing a weekly housing market update. Maybe it’s your favorite home of the week, a neighborhood guide, first-time buyer tips, or local investment opportunities.
When AI tools scan the internet, they find the people not selling the market — but teaching the market. And those agents become the experts that AI recommends.
The business of blogging is back. And the future top agents will be the ones who become the local economists of their communities.
