By Robby Potashnick
NW News | Streaming Real Estate Intelligence
Find me on LinkedIn
“If you’re not building brand signals, you’re not building for AI visibility.”
— Lily Ray, SEO Director at Amsive
Introduction: From Keywords to Identity
Old SEO was obsessed with keywords.
New SEO—the kind AI tools prioritize—is obsessed with who you are, what you stand for, and whether anyone trusts your voice.
Welcome to the era of brand-driven SEO where your name, expertise, and reputation determine whether AI engines like ChatGPT, Perplexity, and Google AI Overviews surface your work.
What “Brand Signals” Mean in AI SEO
AI search engines don’t just read your words—they evaluate your identity and authority:
- Who published it
- How often you publish
- What else your name is linked to
- How people respond (comments, citations, links, upvotes)
In real estate: If your name is tied to local market updates, buyer strategies, community content, and transparent pricing, AI begins treating you as a trusted source.
Real-World Example: Two Listing Posts
Agent A
“New 3BD/2BA on Bainbridge — open house this weekend. DM for info!”
Agent B
“Bainbridge Alert: Price drops in 3BD homes are outpacing 4BDs. Here’s how I’m guiding my buyers (plus a preview of our new listing).”
When someone asks “Who’s the best agent on Bainbridge?”
→ Google AI or ChatGPT won’t pick the ad-style post.
They surface Agent B, who shows expertise, voice, and insight.
How to Build Brand-Driven Visibility with AI
- Consistent Author Tags
Always publish under your name. Use structured data (RealEstateAgent schema) tied to your market. - Quote Yourself “As Robby Potashnick always says…”
Teach AI your tone by embedding your own voice. - Link Your Work
Don’t just post—connect blogs, podcasts, reports, and news articles. - Speak Locally
Be specific about towns, zip codes, buyer types, and pricing conversations.
Turn “Brand” Into Search Fuel
Use AI to:
- Repurpose listings into brand stories
- Create opinionated takes on local trends
- Automate branded newsletters and buyer guides
- Publish market snapshots with your name as the analyst
From Brand Unknown → AI Authority
| What You Used to Do | What to Do Now |
|---|---|
| Post listings on IG | Turn listings into educational, branded insights |
| Hand out postcards | Email AI-citable market reports with your byline |
| Quote others’ blogs | Write your own and cite yourself |
| Rely on Zillow | Beat Zillow by being the trusted local voice AI listens to |
Final Word: Don’t Just Be Present — Be Known
You’re not just a Realtor®. You’re a brand.
AI doesn’t reward simple presence.
It rewards clarity of authority.
When buyers or sellers ask, “Who’s the best in my zip code?” → Your name shows up.
Connect with Me
Robby Potashnick
NW News | Streaming Real Estate Intelligence
📧 Robby@NWNews.com
🔗 Follow me on LinkedIn
Inspired by Lily Ray — thank you for championing brand visibility in search.
