Commercial real estate (CRE) is undergoing a digital transformation. As artificial intelligence (AI) and generative technologies reshape how properties are discovered, evaluated, and transacted, understanding the distinction between SEO (Search Engine Optimization) and GEO (Generative Engine Optimization) is essential for CRE professionals seeking to stay ahead.
What Is GEO?
Generative Engine Optimization (GEO) focuses on structuring content so that AI systems can effectively interpret, summarize, and present it. Unlike traditional SEO, which emphasizes keywords and backlinks, GEO ensures that property listings, market insights, and broker profiles are optimized for AI-driven platforms. This increases visibility in AI-generated search results, chat-based queries, and digital leasing platforms, enabling CRE professionals to connect with potential clients even before they actively search.
What Is SEO?
Search Engine Optimization (SEO) remains a cornerstone of digital presence. By optimizing for SEO, CRE professionals ensure that listings and content appear when users actively search for relevant properties, services, or market insights. According to a recent report, 51% of website traffic comes from organic search, highlighting that SEO continues to be a critical tool even as AI reshapes digital discovery.
Why CRE Teams Need Both
GEO and SEO address different aspects of digital visibility:
- GEO Captures AI-Driven Discovery: By optimizing content for AI systems, CRE professionals can ensure that their listings and insights appear in AI-generated recommendations, reaching potential clients during their decision-making journey.
- SEO Captures Active Searches: Traditional SEO ensures content appears in search results when users are actively seeking information, capturing high-intent prospects.
Combining both strategies provides a holistic approach, reaching prospects through AI-powered discovery and active search behaviors alike.
Implications for CRE
The adoption of AI and digital strategies in CRE is already delivering measurable benefits:
- Operational Efficiency: According to Deloitte’s 2024 commercial real estate outlook survey, over 72% of participating real estate owners and investors globally are already committing or plan to commit hard dollars to some type of AI-enabled solution within their organizations.
- Industry-Wide Impact: According to Morgan Stanley, AI innovations could lead to $34 billion in efficiency gains for the real estate industry by 2030, based on an analysis of tasks performed by 162 CRE firms.
- Tenant Engagement: GEO-powered content ensures your property listings reach the right audience, while SEO continues to capture those actively searching online, creating a dual approach to visibility and engagement.
- Market Insights: Generative AI can process and summarize large data sets, providing actionable insights for investors, brokers, and asset managers.
Conclusion
AI is redefining how CRE professionals approach digital visibility. While SEO remains critical, driving more than half of website traffic, GEO ensures your content is discoverable in AI-driven platforms, chatbots, and generative search results. For CRE teams, leveraging both strategies provides a comprehensive approach to reaching prospective tenants, investors, and partners across multiple digital touchpoints.
By integrating GEO and SEO into a unified digital strategy, CRE professionals can stay visible, relevant, and competitive in an increasingly AI-driven landscape.
