As more Australians use AI as their preferred search method, property professionals should ensure their presence at the top of the list through generative engine optimisation, or slowly be forgotten.
As artificial intelligence (AI) continues to accelerate, agents need to ensure a strong digital presence to reach the next wave of customers who have adopted using the tech as a search engine.
Interested in taking your AI game to the next level and winning listings? Join REB’s Innovation Summit. Tickets here.
Ahead of his appearance at the REB Innovation Summit on Thursday, 25 June, DigitalBrief founder Russell Easther said that agents needed to establish a strong digital footprint so they would be found via search engines or AI, or risk missing out on opportunities.
Easther said that maximising their presence through generative engine optimisation (GEO) had become a vital part of how agencies and their agents branded themselves online.
“People aren’t just using Google to find information and to be connected to local businesses and services anymore,” Easther told REB.
To take full advantage of the way that AI searches the internet, Easther said agents needed to provide a full explanation of what they do across their own website, so that the technology saw them as a trusted source
He said that AI had created an opportunity for businesses to establish a direct line to their clients, as it could serve as a powerful tool for acquiring high-quality, active leads.
“We know that AI-led search is growing because it is bringing a more substantiated and robust answer than what Google has previously done,” he said.
“If a person is going to LLMs (large language models) to do their research, provided they are getting a positive result, then that lead is much hotter.”
He said it was essential for agents to remember that a GEO strategy would rarely yield immediate results, and that they needed to be comfortable playing the long game.
“Don’t rush it. It isn’t like an ad where things can happen overnight.”
“It is going to take a fair amount of time to generate results.”
Additionally, Easther said agencies needed to understand how the AI tools perceived their website, and that there were several tools they could use to help with the process.
“There are third-party tools available that can review AI visibility that you can get access to, but ultimately, you can look at your business metrics, like leads and sales.”
“They are SEO specific tools that are now tracking AI visibility in a similar way to how they’ve tracked SEO in the past.”
He said that agencies needed to speak with their clients about how they discovered the business, whether through search engines, social media, referrals or GEO.
If they were discovered through an AI search, Easther said it was a sign they were already on the right track with GEO.
“It highlights whether or not that’s a strong channel.”
“First-party research from your customers is gold. So the more you know about it, the better.”
In his presentation, Easther will guide agents on strategies to increase both their visibility in GEO and boost their credibility and authority.
Looking to stay ahead of the AI revolution? Join the REB Innovation Summit 2026.
Designed for agents ready to turn AI into real business results, the event will deliver practical strategies on AI adoption, search visibility, and operational efficiency.
The REB Innovation Summit 2026 will be held in Sydney on 25 June. Secure your tickets today.
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