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How to rank in hyper-local Google and AI search — Transcript

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0:03All right. Hello everyone. Uh, welcome
0:06to our webinar. Thank you for being
0:09here. Welcome to Luxury Presence.
0:11If you're coming in, please add to the
0:14chat right now where you're joining
0:15from. I am joining from just outside of
0:18New York City. If you hit that chat
0:20button, Knoxville. Hello, Charlie from
0:23Knoxville, Tennessee. Welcome. Hawaii.
0:27Awesome. Denver, Colorado. Okay. Um, so
0:30I am as everyone is coming in and
0:33putting where you are joining from into
0:35the chat, I'll introduce myself. I am
0:37Kyle Scott. I'm senior vice president of
0:40partnerships, brand and community here
0:42at Luxury Presence. I see some names I
0:45already know. Um, glad to have you back
0:48here in the luxury presence community.
0:50If you are new and joining our community
0:52for the first time, welcome. We are
0:55happy you are here and we are happy that
0:56you are spending the next half hour or
0:59so with us talking about something that
1:02we have seen here at Luxury Presence is
1:04becoming more important to real estate
1:06agents businesses every single day. Uh
1:10and let me tell you, we work with uh
1:11tens of thousands of real estate agents
1:13across the country. We have over nearly
1:1520,000 clients. We talk to prospects
1:18every single day. We go to conferences
1:20uh at least once a week, luxury presence
1:22at a conference. And I'll tell you
1:24something that I've heard and we've seen
1:25at luxury presence. This topic of how do
1:29I continue to show up in SEO and how do
1:32I make sure that I am the answer in AI
1:35search
1:37keeps coming up time and time top of
1:39mind for everyone. So that's what we are
1:41here to talk about and I promise you
1:43I'll get into some details but I do
1:44promise you this next half hour will be
1:46time well spent for your business. So
1:49before we go into how to rank in
1:50hyperlocal Google and AI search just a
1:53little bit of logistics. So the chat is
1:56open it's active. Let's keep it
1:59constructive. Let's keep it cordial. The
2:01more generous and supportive the chat is
2:03the more all of us get from this
2:06session. So if you hear something you
2:07love from Jimmy who's our presenter
2:09today, shout it out. If you tried that
2:11strategy, if you use that strategy, if
2:13you've had a win, let us know. If you've
2:15had challenges with that strategy, let
2:17us know that as well. If you want to add
2:19something, add it in the chat. One other
2:22thing, there is a Q&A. If you hit on
2:24your Zoom screen, you hit the more
2:25button and then Q&A, I've just pulled
2:27that up. You can answer ask questions
2:31within the Q&A. So, feel free to do
2:33that. Uh we will answer those at the
2:36end. We'll leave about 10 minutes or so
2:38for all of you to answer to ask
2:40questions and answer. We'll answer those
2:43uh in the the um Q&A. So with that,
2:46welcome everyone. Uh let's get started.
2:48So I I mentioned earlier when all of you
2:51were joining, there's now 93 of you all
2:53welcome to this webinar. Uh we've heard
2:56time and time again from real estate
2:58agents over the past, let's call it six
3:00months or so, real estate agents, team
3:02leads, and broker owners. How do I make
3:04sure that I am staying up to date with
3:06SEO in this changing landscape? How do I
3:10make sure that I am showing up, my
3:12business is showing up, my team or my
3:14brokerage is showing up in AI search?
3:17We've put together this webinar
3:18ultimately to help you answer that
3:20question. But I'll tell you from our
3:23internal data, our proprietary data,
3:26we're seeing some trends across the
3:28nearly 20,000 clients that we have on
3:31the platform. Right? We have nearly 100
3:34million annual visitors to the sites
3:36that we run on behalf of our clients. So
3:38we we have some good data on this. 67%
3:42now of potential home buyers are now
3:44using AI search tools as their primary
3:46agent research tool, which is up from
3:48just 17% 18 months ago. For our client
3:52websites, traffic from AI search uh
3:55platforms is up 300% year-over-year.
4:00300%.
4:01and the percent of our client sites that
4:04are receiving traffic from AI search
4:06such as uh chatbt uh claude perplexity
4:11gemini and others that share is now from
4:14it went from 8% to 24% in the same time
4:17period year ago 8% of our clients sites
4:19were getting AI traffic it is now 24%.
4:24Clearly AI search is becoming more
4:27important when client when prospective
4:29clients are searching for real estate
4:30agent. And yet I also have to mention
4:34SEO is still important. 99% of the
4:37traffic to our client websites is still
4:38coming from traditional search,
4:40traditional SEO. So if you've heard SEO
4:42is dead, if you've heard AI search is
4:45now the dominant way that you are being
4:48found as a real estate agent, it's just
4:50not true. AI AI search is increasing in
4:53popularity. It is where the puck is
4:55heading and it is much le much like the
4:57wild west when people went out to settle
5:00for all of this open land. You had a
5:02first mover advantage. If you got there
5:04first, you got to claim the land first.
5:06That is real. That is real. And that is
5:09an important part of where we're going.
5:11Um, but SEO is not dead. So, we're going
5:13to cover both today. So, with that, I'm
5:16excited to introduce our guest, our
5:18expert. His name is Jimmy Pal. A little
5:21bit about Jimmy. So Jimmy um I saw Jimmy
5:24was waving. Hey Jimmy, thanks for being
5:26here.
5:27>> Thank you for having me. Super excited
5:28to be here.
5:30>> So um Jimmy's gonna talk about how to
5:31rank in in hyper local uh AI and Google
5:35search. But here's what you need to know
5:36about Jimmy. Jimmy's actually at the
5:37forefront. He's well respected in the
5:39industry as being at the forefront,
5:40being at the frontier for B for search.
5:42This isn't someone who did this 20 years
5:44ago and is now giving us strategies from
5:4720 years ago. like he's inventing a lot
5:49of these strategies as we go and as all
5:51of us in the marketing industry learn
5:54about what's working. He's founded his
5:56own firm GTM820 where he's worked with
5:59us here at Luxury Presence, worked with
6:01brands such as Reddit and Upwork and
6:03Vitamin Shop and many others that you
6:04have heard of. Uh, and we are really
6:06grateful that we have him here for the
6:08next half hour to share with you how to
6:11show up in search. With that, I'll turn
6:14over to Jimmy. Use the chat, use the
6:16Q&A. At the end, we'll take questions.
6:19Jimmy, take it away.
6:21>> Awesome. Thanks a lot, Kyle. Like I
6:22said, super excited to be here. And the
6:25goal of the presentation was how can we
6:27help our audience to be visible on AI
6:30search, which is where the podcast is
6:31heading. So, all of these strategies
6:33that we're going to be walking through
6:35are very actionable. So, one thing we
6:38would really encourage the audience is
6:40to actually take step to take actions
6:42after this presentation. and we've
6:44broken it down into very simple
6:46executable uh action items. So we'll
6:48give you like a 30 60 90day checklist
6:50and we'll go through it step by step and
6:53like like we said there's going to be
6:55room for questions towards the end. So
6:56please anything that you have questions
6:58for we're here to answer and with that
7:01I'll start presenting my screen.
7:04Let me pull this thing up here
7:09and we should be able to see my screen.
7:12Can you give me confirmation if
7:13everything's looking good?
7:14>> Yes, we see right now the uh the title
7:17slide. So, if you hit the next one, we
7:19should be good to go.
7:22>> Wonderful. So, um like K said, there's
7:26tons of momentum on everybody moving
7:29towards AI search and the percentages of
7:31people using AI search is increasing
7:34every week, every month. And the goal is
7:36how do we actually dominate this blue
7:38ocean so we can be on top of things,
7:41right? And then really how things have
7:43changed is
7:45things that used to work don't no longer
7:48work. So we have to come up with new
7:50playbooks. We have to conduct tons of
7:52tons of research back reverse engineer
7:55the data and see how we could actually
7:56stay on top of things and win more
7:58listings in that hope. So this is some
8:00of the stuff that we uh talked about in
8:0218 months. Things have really triple
8:04quadruple in terms of usage. And these
8:06are some of the stats that Kyle went
8:08through of how this has gone from 17% to
8:1167% of how buyers are using AI assisted
8:14tools to make their journey. Right? So
8:17massive shifts in the industry. I don't
8:19think as a marketer I've seen anything
8:21more drastic and this is where uh it
8:24makes a ton of sense to actually really
8:26understand what goes into showing up as
8:29the answer and then from there acting on
8:31that information. Right?
8:34And one of the one of the data points is
8:36also when people when buyers start
8:39finding real estate professionals on AI
8:42search, the the quality of the lead is
8:45so much higher than traditional search
8:47mechanisms because people have already
8:48done their research, right? They know
8:50who you are. They know the type of uh
8:53properties that uh you deal in. So all
8:56this is super useful information for AI
8:58to know about you. And this is really
9:00what the focus would be. How do we train
9:03the LLMs to talk about you in the most
9:06positive light and the most accurate
9:07light?
9:09Um now the situation at hand is majority
9:12of the professionals are invisible and
9:15something that we heard very commonly is
9:17hey I used to be visible on traditional
9:20search and now all of a sudden as more
9:23and more percentage of the share market
9:26is moving towards AI search I'm no
9:29longer getting those listings right and
9:31that's because the rules of the game
9:32have changed and the goal is to stay on
9:35top of those things and be as as uh
9:38present as possible.
9:40Cool. So, this is something that we just
9:42went over. Um, and one of the more
9:45important stats was about 50% of the of
9:49the percentages dominated by the top 1%
9:52who are actually acting on the
9:54information that we're just going to be
9:55walking you through. So, and this is the
9:57other number that I was walking uh that
9:59I was explaining before is the
10:01percentage of conversions or the
10:03multiples of conversions is much much
10:05higher than traditional search. So the
10:07the time to convert a prospect into a
10:10buyer is significantly higher.
10:14Cool. So uh first topic is how actually
10:18AI decides what to mention and what to
10:21site. And the simplest way u I'm sure
10:24everyone's seen different answers and
10:27people on the internet try to get
10:29complicated uh with how sophisticated
10:32you need to be and the best way we can I
10:36would encourage everyone to think about
10:37it is think of your most helpful and
10:40most resourceful friend in terms of how
10:43and why you trust that friend. There's
10:45really like three to four different
10:47characteristics of that person that you
10:50would go to for any advice. Right? Uh
10:53first is how much do they know about a
10:56topic and how long they have been
10:57talking about a certain topic. Right?
10:59This is where is very critical that we
11:02don't want them talking about a new
11:04topic every week, every month because
11:06then they just feel like they're all
11:08over the place. So consistency and
11:10content of the what they talk about is
11:12very important.
11:14Second is how many other people say that
11:17that person knows what they're talking
11:19about. Right? So if Kyle says uh
11:22something, Jacob says something, then we
11:26start to use social signals about that
11:28person to see how credible that is. And
11:31that's how LLMs work too. LM LLM AI
11:35engines were built by humans. So that
11:38human nature was built into the LMS of
11:40how the data is sourced. And the third
11:43one is how well organized they are in
11:46reciting their information. If they're
11:48again all over the place with things
11:50that they're saying, it makes it very
11:51hard for people to understand what
11:53they're doing and cite them as a source.
11:56So those three four factors as we talk
11:59about within AI, we'll try to make
12:01parallels in terms of how LLMs work and
12:04how humans work. So you guys have again
12:06very actionable insights that you can
12:08take away with and try to apply it into
12:10your own website and own online
12:12presence.
12:14So first is the structure of the content
12:18which is these LLMs AI search engines
12:22they want your content to be very
12:24friendly to read. This is where we need
12:27to work on some technical optimizations
12:30so they can at least at at least read
12:32the 8020 rule of this thing is making
12:35your site as HTML as possible and load
12:39JavaScript as possible. Right? So the
12:41site structure everything needs to be
12:43simple and what these engines like to
12:47digest as information is in the form of
12:50what's called structured data or schema.
12:52So those two things are probably the
12:54most important when it comes to actually
12:57making sure your website's ready to be
12:59read by crawlers. And if they can read
13:01it properly, they can mention you as an
13:03answer in in their UI that humans other
13:08humans see.
13:11Second is borrowed authority. So this is
13:14the part where we're talking about who
13:17are the current citable sources that
13:21LLMs use and the goal is getting added
13:24to those lists. I'm sure people have
13:26researched software anything else like
13:29trips to go to and when you see what
13:32gets mentioned it's usually coming from
13:35a third party source because if again
13:38five to 10 other sites are saying this
13:40is the best spot to visit when you go to
13:42Miami or Austin that usually gets
13:44recommended up to the top right so
13:48there's a three-step process in building
13:50what's called board authority which is
13:52figure out what's cited now get added to
13:55those lists and then any directory that
13:58you can get on which is Zillow, there's
14:02G2, there's Clutch, there's tons of
14:04different directories. So, whatever is
14:05the most relevant for real estate that
14:07makes the most sense. And the most basic
14:10query, the way to find out what's
14:12ranking is actually searching a very
14:16rudimentary query, which is besting
14:19realtor in chat GPT and Perplexity, and
14:21see what answers actually show up. Once
14:24you see what those answers are, it's
14:27very easy to understand how LLMs are
14:29actually using that as a source and from
14:32there we start to put together a
14:34strategy to how you can also start
14:36showing up in the next 30 60 90 days.
14:41Second is editorial footprint. uh this
14:44is sort of bored on that piece too is if
14:47other other publications have talked
14:50about top uh real estate agents in a
14:52certain city for a certain use case
14:54whether that's for commercial properties
14:56luxury residential real estate those
14:59things go a really long way. So if you
15:02have service professionals in your city
15:04or in your neighborhood and this could
15:06be a loan officer landscaping anybody
15:10else and every if everyone else is
15:12saying Kyle is the best city
15:15professional in New York City then
15:17that's what shows up and that's what
15:19gets cited. So this one's absolutely
15:21massive which is again kind of built on
15:24that board authority framework.
15:29This is again community. So when when we
15:32see the search behavior and I'm sure a
15:35lot of people have heard on this webinar
15:38that Reddit is used consistently as a
15:41source to site who is relevant in a
15:44niche. So this is again
15:47LM's looking at where is the most
15:49organic natural human interaction
15:51happening and how do we actually
15:53participate in that and the goal is not
15:55really just to do tons of
15:57self-promotion. The goal is actually to
16:00be very resourceful. So if somebody's
16:02asking how's the market in Miami or
16:05Austin actually sharing data that would
16:08be useful, what neighborhoods are better
16:10than the others based on what the user
16:13is looking for. So really being a part
16:16of the active community to make sure
16:18that you're you're adding more and more
16:21value to the to the discussions and that
16:25with that you start getting seen as an
16:28authority in that figure that you know
16:30that neighborhood really well. Right?
16:32Again going back to the parallel of that
16:35helpful friend who knows a lot about a
16:37certain topic that you can rely on.
16:41So again, this is again things not not
16:44to do. So Reddit is pretty strict with
16:46how they like to monitor or moderate uh
16:49threads. So if you do tons of self-
16:51promotion, you will get banned and it's
16:53not going to be very useful. So just
16:55doing it in a very organic way.
16:58Uh the other ones are YouTube and
17:00LinkedIn. So you will see tons of other
17:03professionals building videos about what
17:06a certain neighborhood has to offer. I
17:09remember when I was trying to uh move to
17:11New York and other places, they would
17:13see these videos and even if they have
17:14like 500 views, 700 views, it's very
17:18useful for humans and LLMs to know that
17:22this person is actually an active member
17:23of the community and they're adding
17:25value with different sort with different
17:27types of information about best schools,
17:29hospitals, grocery stores in a certain
17:31neighborhood that can actually uh drive
17:34value to the end buyer.
17:39Uh this one's pretty obvious. Uh a lot
17:41of people do it, which is reviews. So if
17:44you have amazing reviews on different
17:46platforms, there's a way to embed them
17:49into your website. And again, positive
17:52reviews over everything wins the game.
17:54So if you haven't been doing this
17:56proactively, please ask your clients to
17:58always leave you a review. And under
18:01different circumstances and different
18:03scenarios, these things will get popped
18:05up and will shine a positive light. And
18:08that's really like a power move you can
18:11do to make sure that you again show up
18:13on these uh columns.
18:19So the part about being specific where
18:24if if you try to do this across
18:27different cities and states, it gets
18:30much harder because then that requires
18:32being part of multiple communities,
18:35putting out a tons of content. So the
18:38recommendation is always start as
18:40specific as possible. If you have
18:42certain neighborhoods that you feel are
18:44very relevant for for what you do, start
18:48there versus trying to boil the ocean
18:50and that way once you start building
18:53momentum and you expand into different
18:55markets whether whether you're part of a
18:57team or a brokerage that will go a long
18:59way because now you the LMS in that uh
19:03the sources for LLMs in that
19:05neighborhood see you as a respected
19:07authority and it's much easier to scale
19:09beyond that, right?
19:11So that's a part about being very
19:13specific with with the efforts that they
19:15put out again so we don't end up boiling
19:18the ocean.
19:21So this is a part about how the AIS
19:25actually frame the narrative. So when a
19:29buyer is asking questions that question
19:32gets broken down into multiple sub
19:34questions that depends on the buyer
19:37persona whether it's a young family a
19:40single mom or somebody a young couple
19:43looking to actually get a place whether
19:45expecting newborn all of these different
19:47parameters that go into it. So when we
19:50are thinking about crafting content,
19:52really understand what your experience
19:55and what your specialty is. And this
19:57kind of ties into the piece about if
20:01you're talking about different
20:02neighborhoods and you're talking about
20:03all these different people you can help,
20:05all these different markets you can
20:07help. It's not going to help the LLM's
20:09ton because then you're trying to game
20:12the system by saying you do everything
20:14for everyone. So this is where being
20:16hyper local in what you do and who you
20:20help could be really really really
20:21relevant, right? And the short the way
20:24to do that is being very uh thoughtful
20:27in the content that you produce on your
20:29website and the other websites that
20:31you'll be posting your content on. So
20:35this is really where uh people get it
20:37wrong is they try to do too many things
20:40and then they end up nowhere just like
20:42with a lot of things in life. So start
20:45specific, be very relevant and make your
20:47way from there.
20:50Um and then as we are doing these
20:52pieces, the the part about structuring
20:57the content correctly, this is a bit of
20:59the mechanics is instead of giving
21:02people a lot of fluff, you want to give
21:05people where what's called answer force
21:07formatting, which is this piece is you
21:10actually just lead with the direct
21:11answer. So if somebody is asking a
21:13certain question, what are the best
21:14neighborhoods to invest in Panetica, you
21:18actually want to give them the answer
21:20straight away and then go into the
21:22explanation versus giving them a lot of
21:24fluff that people would have to sift
21:27through to get to the answer. So that's
21:29been like a big change of how things
21:31have moved in the SEO versus AOG world.
21:36Um, so this is
21:40this is another factor where things that
21:43would be relevant in the SEO world would
21:45be keywords. Right now that same KPI is
21:49translated into prompts and you can
21:52easily track what are people searching
21:55for. Um, make some synthetic prompts and
21:59ping the LLMs to see what is showing up
22:02at smaller volumes. You can do that with
22:04the chat GPT or proplexity window and
22:06you will see what's happening. So we'll
22:08actually do like a live example where we
22:10can see how LM formed the answer and
22:14what sources were used and then use the
22:17369 road map that we're about to walk
22:19through to to make the correlations.
22:25So uh this is the plan that we have been
22:27talking about which is how do we go from
22:30not being visible to being visible on
22:33the map. First thing is our uh Google
22:37business profile. That is the place
22:40where a lot of the LMS have been citing
22:42especially for real estate
22:43professionals. So highly recommend
22:45finishing that getting all the reviews
22:47you can. The second one is fixing your
22:50name, address, phone and making it
22:52consistent across the board. So it
22:55should not be that you have a middle
22:57name in some profile but the middle name
22:59is missing certain profile. Your head
23:01shot are different and it just says
23:04different things about you on the
23:06internet everywhere. Right? This is the
23:08technical uh structured data piece that
23:11we talked about that you can actually
23:13do. So this is the part that we talked
23:16about making sure the technical
23:17optimizations on the site are optimized.
23:20So they're the elements are able to read
23:22the content. Third uh the last one is
23:26setting up your uh prompt set which is
23:29how what prompts do I want to be showing
23:31up for and then optimizing reverse
23:33engineering based on that. The other
23:35pieces are around world authority. So,
23:38if you can get yourself listed on third
23:42party sites that are already being
23:44mentioned as sources, that's a huge win.
23:47And this is where you will see uh these
23:50listic calls perform very very very
23:52well. On your own site, you should talk
23:55about the neighborhoods you help uh the
23:58neighborhoods information, the
24:00developments that are happening. if
24:01there's new government projects that are
24:03being developed, all of that information
24:05gets pulled into these uh sources and
24:08then your site will start to show up.
24:11The the other piece is getting mentioned
24:14on Reddit, YouTube, and LinkedIn. This
24:17is where again the same content that
24:20you're putting out on your website, you
24:21can start to repurpose a lot of that
24:23content and put it out there because
24:26these platforms have an authority of
24:28their own. Reddit's obviously a forum
24:30where other people engage. So you can be
24:32an active part of the community and then
24:34you can start launching these pieces of
24:36uh content, get reviews from your
24:39clients and then start making that push.
24:42And everything else around this is uh
24:45tied to tied to bits and pieces and just
24:48being more specific about getting
24:51mentioned in other sites. Uh making sure
24:53that question that you're trying to
24:55answer is split into multiple sections.
24:58So you answer all sets of the question
24:59and so on so forth. So if out of any
25:04everything that you guys take away this
25:06is like the plan that we would encourage
25:08you guys to start implementing and from
25:10here it's uh 30 60 and 90. So that's
25:13really how things would work
25:16and these are things I know Friday is
25:19right around the corner so
25:21we don't want any information to be
25:23lost. Uh these are the five things we
25:25would highly recommend you guys do in
25:27the next couple of days to start acting
25:29on it and you'll see when done things
25:32correct the correct way things can start
25:35reflecting in like literally 3 to 5
25:37days. So that's how fast these LLMs
25:40respond to you acting on this
25:42information uh shipping up content
25:45getting listed and so
25:49um now we talked about a lot of things
25:51that we should be doing. There's what's
25:53also equally important is what not to
25:56do. So let's take a water break.
26:03What's equally important important is
26:05what not to do. So when people uh are
26:10optimizing their site, they think that
26:13only optimizing the site is the you know
26:15let me just do this part because that's
26:16the easy part, right?
26:19the 85% of AI citations and mentions
26:22that happen is because of stuff that's
26:25mentioned not on your site but third
26:26party sites right so please just don't
26:29focus on this thing and the second one
26:32is spamming Reddit which is what we
26:35talked about so if you spam Reddit
26:38they're going to ban you a pretty binary
26:40signal whether you're there or not there
26:42so please don't do that otherwise it's
26:43just like harder and harder to build
26:45organic community there and then The
26:48third one is trying to do everything at
26:50once for all the search engines. Now you
26:53guys have probably seen every search
26:55engine has a personality of its own. It
26:57uses different sources for citations. So
27:00the goal is start with a couple of them
27:03and see how you can reverse engineer
27:05match the content of this webinar with
27:08those search engines and start uh start
27:11acting on it. Right. Um and the last one
27:13is um
27:16it takes time and it requires regular
27:19work. Consistency in SEO is N and GO is
27:23the biggest thing. So it's not a one and
27:25done thing. There's a lot of things that
27:27you can pull a lot of leverage on. But
27:30the other things require regular work
27:32which is getting listed on more sites,
27:34getting more content out, getting more
27:36reviews. So please uh build out these
27:39SOPs and processes for yourself, for
27:42your team, and that will pay a big big
27:44dividends.
27:47Now, with everything involved, there's
27:49tons of things to be done. There's quite
27:51a few things that the luxury presence
27:53team can help with, and this is where
27:55Kyle can also share some information
27:57after the webinar, but we we'll revisit
27:59the slide in a bit. And that's really
28:03how would encourage everyone to just
28:06like take the information and start
28:08getting shown on search engines. And
28:12yeah, I think that's pretty much it. I
28:14know it's like a lot of information
28:16packed in 20 minutes, so we wanted to be
28:17very useful and actionable. But yeah,
28:20Kyle, we can open it up for questions.
28:22>> Yeah, let's open it for questions. Uh,
28:23thank you, Jimmy. So, a couple a couple
28:25things as we go here. Um, number one,
28:28you know, Jimmy covered a lot. I think
28:29number one is the expectation setting
28:32SEO and AI search and making sure that
28:34you are dis discoverable when clients
28:38prospective clients are searching for
28:39you and your team or your brokerage.
28:42Tremendously important, but it's not
28:44something that happens overnight. It's
28:46the classic when was the best time to
28:48plant a tree? Oh, it was 10 years ago.
28:51The second best time is today. The
28:53second best time is today. And I think
28:55that we right now in real estate
28:57marketing are at such a unique time in
29:01the technological shift from consumer
29:04behavior using traditional search which
29:06is zero click Google search uh which is
29:09now just showing answers giving one
29:11answer instead of giving you a whole
29:13list of 10 links like that is a once in
29:16a generation technology shift but those
29:18who are first movers get the advantage.
29:21It happens. Now we want to open it up to
29:24questions. The first thing I want to do,
29:25um, if anyone's curious, by the way,
29:27right now, I'm just going to pull up
29:28this link for you. Um, if anyone is
29:30curious about how their existing site,
29:32how their existing web presence is
29:36showing up, we have a link for you where
29:39you can actually search your existing
29:41website. So, I'm going to put it here.
29:42It's called the agent visibility
29:43index.com.
29:45Uh, open that up, type in your website,
29:48whatever the website is that you have
29:50right now. Type it in. Type it in. Uh,
29:52and you can actually see how your
29:55website, how your digital presence is is
29:58showing up in SEO and AI search. So,
30:00that's the link. I put it there. It's a
30:01little tool for you, uh, that you can
30:03play around with. And now, let's open it
30:04up to Q&A. Uh, Charlotte, uh, let's
30:08start with you because you have the
30:09first question in the Q&A. I'm going to
30:12unmute you.
30:14There you go, Charlotte. I've just asked
30:17you to unmute. if you can come on and
30:21unmute and bring you up here and you can
30:24ask your question.
30:26>> Hi.
30:27>> Hey there.
30:28>> Hey, how are you?
30:29>> Thanks for doing this. This is very
30:30informative. I appreciate that and I
30:33really enjoy the 30 60 90 plan instead
30:36of first one week you do this and then
30:39the next to the next because that's a
30:41little difficult to do. But you
30:43mentioned several sites that um that
30:46agents that searchers use and I was
30:49wondering if anybody uses Tik Tok to
30:51search or if there's any anything in
30:54there that will pop up at any search.
30:57>> Yes. So that's part of YouTube shorts
30:59like when you're doingformational clips
31:02on different platforms.
31:05Right now it's just like Tik Tok might
31:07be low but you can re repurpose that
31:10content put it on YouTube and then that
31:11gets pulled right and with any uh every
31:15quarter or every 6 months these search
31:18engines are updating their algorithms.
31:20So content organic content only
31:23compounds. So highly highly recommend
31:26making sure that your presence is also
31:28visible on Tik Tok. But again u starting
31:31with Reddit, YouTube those are the
31:33current sources that's being pulled a
31:34lot and Tik Tok is only like a matter of
31:37time where its problems will also grow
31:39over time but if you're using the same
31:41type of content it just [clears throat]
31:42makes it's very easy and there's tons of
31:44tools to uh create once and clip it up
31:47multiple times and post on different
31:48platforms so you can have that form of
31:50leverage working working in your favor
31:52too.
31:56>> Thank you Jimmy. All right, next up we
31:59have uh let me go back up to Chris
32:03because Chris I told you here um by the
32:06way if everyone can um use the Q&A
32:08feature. I do we do have it in the chat
32:09and we see it it's but if you can hit
32:12the Q&A and answer your question through
32:13the Q&A it is helpful. Chris, let me
32:16find you so we can unmute you here and
32:19you can ask your question because I
32:21think that this is probably something
32:22that is true of uh many of the agents
32:25here on the call today.
32:28Oh, hey Kyle. Can you hear me?
32:31>> Yes. Thanks for thanks for being here.
32:33>> Sure. Sure. No problem. I appreciate you
32:35guys sending me the the invite. I'm glad
32:37I saw it. Um so much email. Um well, my
32:41question was I could uh I don't know if
32:44you're in front of the computer. We
32:45could type it in, but if you type in the
32:46name of my brokerage
32:48um into not the name of my brokerage,
32:50but if you type in uh my name of my bro
32:52brokerage is agent group realy, but if
32:54you go to Google and you type in 100%
32:58uh commission real estate brokerage SC
33:02um
33:04you know, if you um look at the organic
33:06results, I'm number one. I'm right on
33:08top. But then right above that in
33:10Google, it shows the AI summary or
33:12whatever. I know they use Gemini or who
33:14who their search saying he is there, but
33:16it mentions like two or three companies
33:17and none of them are mine or none of
33:19them are the ones that's coming up
33:20number one in Google for the for the
33:22same exact keyword. Like the literally
33:24the same exact keyword. It's like it's
33:27like no mention whatsoever, but
33:29I don't know. Um
33:33so my other question is I don't know
33:35when the real estate market's been off
33:37as I'm sure it's all over the national
33:38news. Um, but I swear at one time I was
33:42bringing in two or three a four agents,
33:44new agents a month just from the search
33:46engines without without word of mouth,
33:48without email, without digital ads or
33:51any of that kind of stuff. And I feel
33:53like it's a little off lately, but I've
33:54had like somebody told me they found me
33:56on Reddit. You know what I'm saying?
33:57Like um I'm sort of in the process of
34:00where we're um
34:02>> we're reorganizing the company and that
34:04kind of stuff. So, I don't I don't have
34:05such great notes, but my feeling is um
34:09I'm not getting as much traffic as I
34:11used to, but some of it isn't just from
34:14Google, it's from the other.
34:16>> But I can't I have a lot of tr and one
34:19time somebody told me they signed up,
34:21they read about me in chat GBT. I'm
34:22almost positive if I remember that
34:23correctly. But then when I went back and
34:25I tried to find myself in chat GBT, I
34:27don't know what the hell to type to make
34:28it come up. Like I what are they? I
34:30mean, maybe they're talking about how
34:31marvelous I am or something, but just
34:33the old search terms like 100% real
34:35estate broker, that stuff ain't working.
34:37>> Yeah.
34:37>> Or most modern, most efficient, that's
34:40cloud-based. None of that's bringing me
34:41up in chat GPT, you know, like uh
34:44>> I think that you the question I think
34:45there's a lot of people on this call who
34:47have the same exact question of you. And
34:48if I were to summarize it, it would be
34:50it would be this. I search for this
34:53search term in Google traditional search
34:56and I come up or my brokerage comes up
34:59as one of the top results when searching
35:01that. I search the same exact term in an
35:04AI search tool such as shed GBT and I am
35:07not in the results at all. Why?
35:11>> Yes, perfect Chris.
35:12>> Right. So uh like we said before uh
35:15everyone's going through it where they
35:17used to dominate Google search but now
35:19there's more uh search engines to place
35:21and then they all work differently with
35:23the different usage patterns. So the
35:25short answer is these search engines are
35:28really good at deciphering what the
35:30intent what the buyer intent is. So if
35:33somebody's looking for brokerages uh for
35:35certain uh use cases, it's highly
35:38unlikely it will just recommend one. And
35:41competitors usually use this tactic
35:43where they will use somebody else's name
35:46to say we are a better alternative than
35:49Chris's brokerage or something like
35:51that. Right? So this is where limbs use
35:55that information and show multiple. And
35:57what you're seeing in Google is Google's
35:59Gemini, but Chat GP2 or Proplexity might
36:02do a completely different behavior. So
36:04if somebody's looking for your specific
36:06brand, they will recommend your brand,
36:08your positive reviews, and everything
36:10else, but they'll also recommend a few
36:12alternatives, right? So that's really
36:14how whatever information you put out in
36:17the universe internet and that
36:20information gets paraphrased, deciphered
36:23and put in front of the users. So that's
36:27really how and you mentioned Reddit too.
36:30That's really where we are seeing tons
36:31and tons of activity too and that's why
36:33we prescribe like omniresence where you
36:36have presence on YouTube then you have
36:39presence on Reddit and other places
36:41because LMS are going to surface use all
36:43of those sources and then make a
36:45decision what to recommend. So
36:48omniresence is going to get you are and
36:51then make get you recommended and more
36:53and more people similar with agents. If
36:55you're trying to recruit agents, put
36:57your brand out there. That's how they're
36:59going to be finding out who are the best
37:00teams, who are the best brokerages to
37:02work with with the best favorable
37:03conditions.
37:06Thank you, Jimmy. All right, we have
37:08questions coming in. I'm going to let's
37:10do this one. Answer live. Okay. How do
37:14we find what questions do buyers ask AI?
37:18Thank you for your presentation. It is
37:19it is awesome. So, this is the how do I
37:22even know what people are searching for?
37:25Yes. So, I would uh go to different
37:29search engines like open up four or five
37:31different tabs and think about if you're
37:34trying to find a general contractor,
37:37right? What would that search term be,
37:39right? So, if you're looking for a
37:41general contractor for basement
37:43renovation, your your search query would
37:46be top general contractors with
37:48specialization basement renovation. So
37:51when if you replace the term of general
37:55contractor with any profession, that's
37:57how most service businesses are found.
38:00But what you'll also see is when you
38:02start with a seed query, you will see
38:04there's tons of follow-up questions or a
38:07section in Google specifically that says
38:10people also ask, right? And that's where
38:13people get more specific with, okay, I'm
38:15looking for a professional who does XYZ
38:18also. So you start and there's other
38:21thirdparty tools like Samrush, Hrefs, uh
38:24some of them offer tons of free tools
38:26where you start with a C term and and it
38:29gives you different possible
38:30combinations of prompts or keywords that
38:33people use. So highly recommend and I
38:36believe uh luxury presence team also has
38:38tons of tools that can help you do that
38:40keyword research and every keyword or
38:43prompt has a certain estimated volume
38:46associated with it based on different
38:48parameters. So it's a complicated math
38:51equation behind the scenes but what
38:53you'll see what's most useful is what
38:55terms should I focus on. Something might
38:57have 500 as search volume something
38:59might have 20 as search volume. So, and
39:02every prompt or set of keywords has a
39:04certain difficulty as you can imagine.
39:06So, you need to find the perfect balance
39:09of where you're starting, make your way
39:11up, and slowly and surely you can get
39:13more and more searches coming your way.
39:18>> Thank you, Jimmy. Okay, uh we'll take a
39:20few more. I do know that we're over
39:22time, but I appreciate everyone sticking
39:23around and also Jimmy for you sticking
39:25around because we got questions that
39:27continue to come in here. All right. So,
39:31Sharon, uh I'm gonna unmute you, Sharon.
39:34Um it sounds like you're read uh you're
39:36revising your site. I'm curious if you
39:39are a luxury presence client. There you
39:42go. You can unmute and ask your
39:45question.
39:46>> Yeah. So, um well, the question was I
39:48guess self-explanatory. So, we're in the
39:50process of revamping the site because it
39:51doesn't optimize at all for a AO. So I'm
39:54wondering if we should jump ahead and
39:57kind of get some of the other things
39:58done outside of the site development
40:00i.e. all the villow etc things or is
40:03that putting the cart before the horse?
40:04Should we wait until the site is
40:06finalized?
40:08>> Are you are you with luxury presence?
40:09Are you a luxury presence client?
40:11>> I am the developer that works with a
40:13client who works with luxury presence or
40:15a consultant I should say. Yeah. Yeah.
40:17>> Got it. Okay, cool. So, one thing is
40:19that all of these sites on our um our uh
40:22brand plan and above are optimized for
40:25um AEO uh for for AI search. If you're
40:28having trouble with that, shoot me over
40:29an email uh [email protected]
40:32and I'm happy to make sure that we loop
40:34in the support team uh for your client
40:36if your client is on the brand team
40:38brand plan or above. So, we can
40:40absolutely um help out with that. Uh the
40:43second part of the question is about
40:46waiting, right? like you're optimizing,
40:48should you just start waiting putting in
40:50any of these strategies? Is is that
40:52right, Sharon?
40:54>> Yeah, that's that's the main question
40:55because some of my clients are on luxury
40:56presence and some are not.
40:58>> Yeah.
40:59>> Yeah. Perfect for me. [clears throat]
41:00Yeah, Sharon. So, I would recommend as
41:02you're building helping your clients
41:04build these sites out, uh try to keep
41:06them as light and as fast as possible.
41:09Uh that's one of the pieces for
41:11technical site optimizations. Usually
41:13what happens is uh people like to design
41:16really really really fancy uh websites
41:18which is great but it also slows down
41:20the site. So there's a happy medium
41:23between keeping all the brand elements
41:26intact and making sure the site doesn't
41:28slow down too much because he sites tend
41:32to get depprioritized. So that's number
41:34one uh which is like the technical site
41:36instructure piece we talked about. The
41:39second piece is the content on the
41:41website. Now, if you uh have your name
41:46Sharon and let's say Sharon's website,
41:49for search engines to find, you have to
41:52tell them at a few key places where uh
41:57where where they can look to find more
41:58information on the site. So the keyword
42:02research volume piece that we just
42:04talked about in the previous question,
42:06this is where it comes in handy where
42:08you want to look up what are the most
42:10important keywords or prompts that
42:12buyers are looking for and how can you
42:14incorporate that information into the
42:17text element of your website. So this
42:21will be your headings on the website
42:23should be very closely aligned and your
42:26paragraph text. So all the content on
42:28the website should paint a very good
42:31picture of how you help or how your
42:34clients help other their clients and
42:37from there you can start to see tons and
42:39tons of uh good signals of your site's
42:42really fast. It has all the right
42:44information with the right set of
42:46keywords. So those are the major
42:48considerations and then all the pages in
42:51the website should be linked to each
42:53other at a in in a specific way. So it
42:56feels like it there's proper navigation
42:59there. It shouldn't feel like it's all
43:01over the place. So with homepage, you
43:03can have multiple neighborhoods that uh
43:06people can go to. From those
43:07neighborhoods, they can see different
43:09pieces of the website. So that's really
43:11how like a hierarchy of the website
43:14should be laid out with uh with very
43:17high HTML content, uh very fast speeds,
43:20and the right keyword elements. So if
43:22you just get those basics right, that'll
43:25go a really long way. And then over
43:26time, you're just adding more and more
43:28information to the website. But that's
43:29like on a weekly and monthly cadence,
43:33>> right? And we have time for I know we
43:35are over. We have time for one more
43:37question. Uh let's do uh Da you are next
43:41on the Q&A. Let me find you here.
43:47Da here we go. if you want to unmute and
43:50ask your question.
43:52>> Yes, certainly. Thank you. Um, could you
43:54elaborate on searching for the be um you
43:57mentioned to find the best agent on chat
43:59GPT, right? when we Google best agent in
44:02Tambab Bay for example and then you may
44:05mention that whatever ad comes up
44:08underneath that's where we supposed to
44:12um search and make sure our name it's
44:15there to be in searchable AI searchable
44:21that will help us to be could you
44:23elaborate a little bit more thank
44:25>> yes definitely of course so anytime you
44:28search for the query that we just talked
44:30about is best agent St. Miami, you will
44:33see the the answers start showing up and
44:36there are links associated with a lot of
44:39these uh recommended recommendations. So
44:42when you start seeing what those links
44:44are, this is where you can find hidden
44:46gems of what sources were used to site
44:49that answer. And let's say for for chat
44:52GBT or perplexity, you will see at the
44:55bottom there's a list of all the
44:56compiled sources which are like 10 15 20
44:58of those sources. So that's what I was
45:01referring to where you click on those
45:02sources. You'll see tons of places which
45:05is essentially where you need to get
45:07mentioned because those sources are
45:09trusted by LLMs and you want to be
45:11present there and once you do that it
45:15will start recommending you as the top
45:18professional in your industry and
45:20neighborhood there.
45:21>> Awesome. Thank you.
45:23>> All right. Thank you. All right. So many
45:26questions here. Uh and we can keep going
45:27for hours and hours and hours. a few a
45:29few things for you. U number one, Jimmy,
45:32thank you so much for your time. Thank
45:33you for your time.
45:34>> Oh, this is a pleasure. Thank you.
45:36>> Everyone here, we will be emailing out a
45:39few things. Number one, we'll be
45:40emailing out the webinar recording.
45:43Number two, the slides, and I especially
45:45want you to focus on the slides. At the
45:47end, there is a 30, 60, 90day plan.
45:51And after that slide, there is the five
45:53things to do before Friday, right? Five
45:56things, right? We got five.
45:58>> Yes. Five things
45:59>> to do before Friday. Tomorrow is Friday.
46:01Tomorrow is Friday, June 26th.
46:04>> So, if you want to get started on this,
46:06again, the best time to plant a tree was
46:0710 years ago. The second best time is
46:09today. If you want to get started on
46:10this now, follow the five things. Jimmy
46:13made it incredibly easy for you to start
46:15and we will be sending out that slide.
46:18The other thing that you should be aware
46:20of, we we do this for you. That's what
46:22we do here at Luxury Presence. We help
46:24you with our presence platform. Build
46:27your digital presence. Build your
46:29website and make sure that that website
46:31is on our brand plan and above is
46:34optimized for SEO and AI search. We're
46:37creating the content that Jimmy was
46:38talking about, the blog content that is
46:40helping you rank on SEO and AI search.
46:44We're helping you create the hyper local
46:48Google business profile
46:50that is helping you rank when you when
46:52your market is searching for you. Hyper
46:55local. It's incredibly important. So go
46:57to luxurypress.com, hit the button, get
46:59started at the top. Feel free to shoot
47:01me an email. I'm happy also to connect
47:03you uh with anyone from our team who can
47:06walk you through the platform. Um but
47:08the first thing to do is check out the
47:11email that we're going to send as
47:12follow-up. We are always here for you to
47:14help you get discovered in your market.
47:16So with that, thank you Jimmy. Thank you
47:18to everyone who has been here.
47:22And uh Roberto, just to answer your last
47:24question, um it does not take that long.
47:28Shoot me an email if you're having
47:29trouble. Kyle luxurypres.com. We'll make
47:31sure that we're sending you in the right
47:32way, Roberto. But otherwise, we'll see
47:35you all at the next one. Thank you all
47:37so much. I'm Kyle Scott. We'll see you
47:38soon. Thank you all. Take care.

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