How AI Search Tools Are Changing Real Estate Agent Visibility in New York

Written by:

Rudi Davis

Date:

20 Feb 2026

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AI-powered search is rapidly changing how buyers discover real estate agents and properties. This shift is creating new winners and losers, but many brokers haven’t noticed yet. Rummy Dhanoa, Team Leader and Principal Broker at eXp Realty, says most agents are still relying on outdated digital strategies while a small group is already adapting to a future where visibility depends on how well they supply AI systems with detailed, local information.

Today, when someone searches for an agent’s name or a property, they’re increasingly using tools like Gemini or ChatGPT instead of traditional Google search. Dhanoa recently ran a similar search and found he ranked in the top five, but he wants to be number one or two. He says the immediate question is how agents can improve their AI-driven rankings.

Dhanoa argues that the answer requires a complete break from older search engine optimization (SEO) methods. Instead of broad, generic content, agents now need to produce hyper-local material. This includes videos, written posts, and business profiles tied to specific neighborhoods and properties, which AI systems can easily index and rank.

How AI Indexing Is Rewriting the Rules

The shift to AI search is subtle but has major consequences. When clients use AI tools like ChatGPT or Gemini to find agents or listings, the results depend entirely on whether an agent has created the right type of content and metadata. Traditional SEO rewarded general optimization tactics, but AI search engines prioritize specificity and relevance.

Dhanoa explains that whenever an agent receives a new listing, they should tag and describe it using precise local terms — such as “Yonkers, New York listing” — across all platforms. AI is indexing this information and identifying the most relevant, detailed data to answer user queries. Agents who consistently create content focused on particular neighborhoods or property types are more likely to appear at the top of AI-generated results.

This approach involves layering content across multiple channels. Dhanoa recommends creating a TikTok, Instagram post, YouTube video, and blog post, and updating the Google Business Page for each listing. Each piece of content, if properly tagged and locally relevant, becomes a separate data point that AI can use to confirm an agent’s expertise in a given area.

Agents who do not adopt this multi-platform, detail-oriented approach risk becoming invisible in AI searches. As more buyers turn to AI-powered discovery tools, the gap between visible and invisible agents is likely to widen.

Why Neglected Profiles Hurt More Than Ever

Dhanoa’s own experience highlights how quickly the landscape is evolving. After he stopped collecting reviews on Zillow and focused on Google, he noticed a drop in his AI search visibility. Even though he no longer used Zillow for direct leads, his ranking dropped. AI systems pull data from major platforms like Zillow, so inactive or outdated profiles can still hurt visibility.

If an agent’s profile lacks recent activity or positive feedback, it becomes a liability. AI search engines treat platforms such as Zillow as authoritative sources. Agents who neglect their profiles on these sites may find themselves ranked lower or excluded from AI-powered recommendations, even if they are active elsewhere.

This new reality means agents must maintain current, positive profiles on every major platform that AI might use as a data source. It is not just for direct lead generation, but to ensure AI systems see accurate, up-to-date information.

New Agents Face a Steeper Climb

New agents face the most pressure to adapt. Dhanoa notes that experienced agents with strong referral networks may not notice the effects immediately, but those just starting face a very different challenge from their predecessors. Building a business through old methods like broad Facebook ads or buying leads from Zillow is no longer as effective.

Today, new agents must think like content creators. The focus is not just on selling, but on producing a steady stream of locally relevant content. This content can show their work, daily routines, and expertise in specific neighborhoods. Dhanoa says agents don’t need to be charismatic on camera or produce polished videos; even simple, authentic updates about their work can attract attention and help them rank in AI search results.

This new approach rewards those who consistently create and tag content with detailed geographic and property information. Agents who skip this step risk falling behind, as AI systems increasingly favor those with a dense, well-maintained digital footprint.

Brokerage Training as a Competitive Edge

Dhanoa believes this shift creates an opportunity for brokerages to stand out by offering targeted training and support. Teams that teach agents how to create detailed, locally-focused content for every listing — and that enforce consistent naming conventions and geographic tags — can build a long-term advantage over firms that treat digital presence as an afterthought.

His own team at eXp Realty has begun applying these strategies systematically. For example, when an agent relocated from Brooklyn to White Plains, they focused on building their digital presence with locally tagged content to raise their ranking in AI search. Dhanoa points out that AI tools now answer questions such as “Who’s the top agent in White Plains?” based on the data available to them. Agents who aren’t proactive and detailed in their digital profiles risk missing out, even if they’re doing good work offline.

The transition to AI-driven search is happening now, but Dhanoa says most agents and brokers have yet to recognize its impact. Those who do are likely to gain a compounding edge as AI becomes the main way buyers discover real estate services.

Looking Ahead: Temporary Edge or Permanent Change?

Whether this trend gives early adopters a lasting advantage or accelerates a broader industry shift depends on how quickly other agents and brokerages catch on. For now, AI-powered search is quietly rewarding those who supply it with the most relevant, detailed, and up-to-date information about their markets.

For agents, the takeaway is clear. Maintaining a strong presence on every platform, producing consistent local content, and keeping digital profiles detailed and current are no longer optional. As AI search becomes the default tool for buyers and sellers, agents who adapt fastest will be best positioned to capture new business. Those who lag risk becoming invisible in a market where discovery is increasingly determined by algorithms rather than referrals or traditional advertising.