Search engine optimization (SEO) has always been a cornerstone of digital visibility. But with the rise of AI-powered search, the rules of visibility are changing.
AI’s Impact on Search
Search engines like Google are embedding generative AI into results, offering conversational answers directly on the page. This shift has fueled the growth of “zero-click searches,” where users find answers without leaving Google. In fact, over 58% of Google searches now end without a click.
For commercial real estate, this means property listings, broker profiles, and market insights have to adapt, or risk being overlooked before a prospect ever visits your website.
Key Changes You Need to Know
- Content Depth Over Keywords: AI rewards authoritative, in-depth content that answers questions comprehensively, not pages stuffed with search terms.
- Structured Data Matters: Clear, well-organized property information makes it easier for AI (and search engines) to understand your listings—and show them more often in results.
- Local and Contextual Search: AI better understands nuance. For example, “office space near hospitals in Dallas” will surface more relevant, proximity-driven results than traditional keyword-only searches.
Why You Should Care
Ignoring these changes can mean invisibility. According to HubSpot, 75% of users never scroll past the first page of search results. If your assets and insights aren’t optimized for AI-driven discovery, they simply won’t be found.
This isn’t just a digital problem, it’s a leasing problem. If prospects can’t see your properties where they’re searching, you lose competitive ground.
The Bottom Line
AI isn’t replacing search, it’s redefining it. Winning visibility now means building content that is authoritative, structured, and tailored to how AI interprets queries. Brokers and asset managers who adapt quickly will hold the advantage in discovery and leasing conversations.
