91% of agents are invisible in AI search

Left behind

One of our biggest regrets is not taking social media more seriously when it first appeared on the scene. 

Don’t let that happen to you with AI. 

Let these facts soak in: 61% of buyer-side real estate searches now start inside AI engines — not Google. And 91% of agents don't appear in those results at all.

That gap is the story. And closing it, before your competition does, is exactly what we're digging into today. 

AI isn’t going away, friends; the agents who ignore it risk getting left behind.

- David

91% of agents are invisible in AI search

61% of buyer-side real estate searches now begin inside AI engines instead of traditional Google search, yet 91% of agents do not appear in AI-generated search results at all. That’s according to Intero Digital’s last market research report. 

Here are the key takeaways:

• 67% of homebuyers now use AI tools to research agents before reaching out, up from just 17% only 18 months ago

• AI search behaves differently from traditional SEO: Instead of simply matching keywords, AI models evaluate who appears genuinely authoritative and trustworthy in a local market.

• 83% of Google searches that trigger an AI Overview now end without a click, meaning visibility and citations matter more than website traffic.

• The major portals moved early: Zillow, Redfin, and Realtor.com all launched integrations inside ChatGPT within five months, positioning themselves directly inside the AI home-search experience.

• Timing matters more than most agents realize: agents who started optimizing for AI search in early 2025 now command 5.7x more AI citation share than agents who started just one year later, even when the later adopters spent more money.

My take

This is one of those stories agents should take very seriously, even if it sounds a little futuristic at first. The shift is already happening. Buyers are increasingly asking AI who the best agents are before they ever search Zillow or scroll Instagram. And the important thing here is that AI rewards authority, consistency, and genuine local expertise — not just flashy marketing. That actually creates an opportunity for disciplined agents who know their market cold. Most agents still aren’t paying attention, which means the barrier to standing out right now is surprisingly low. The agents who act early are going to compound that advantage for years.

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Pending sales surged in April

Pending home sales increased 1.4% last month and were up 3.2% from a year ago, according to Realtor.com’s April update. 

Here are the other key data points they report:

• Inventory continued improving, with for-sale homes up 4.6% year over year. New listings also climbed 1.1% annually and jumped 8.7% month over month.

• Fewer sellers are making price cuts after listing, suggesting many are pricing more realistically from the start.

• Regionally, the Northeast led monthly gains with pending sales up 6.6%, followed by the Midwest (+3.0%) and West (+0.4%). The South was the only region to decline monthly (-0.7%).

• On an annual basis, the South and West both posted 4.7% growth in pending sales. Boston (+10.3%), Miami (+9.4%), and Oklahoma City (+8.6%) led major metros in year-over-year contract growth.

• Inflation remains the biggest risk moving forward. CPI rose 3.8% annually in April, the hottest reading in nearly three years, while core inflation accelerated to 2.8%, putting renewed upward pressure on mortgage rates.

My take

The particular stats are different from the Redfin numbers we reported last week, but the trend is the same: pending home sales increased in April. They’re actually higher than last year, which is surprising given all the angst and uncertainty we’re currently experiencing. Having said all of that, we’re in a delicate position.  Right now, the housing market isn’t collapsing, but it’s also not operating from a position of strength. It’s a fragile recovery that depends on many factors, not least of which are mortgage rates, which are surging right now.

Markets where home prices rose the most since last year

U.S. home prices continued climbing in April, rising 0.2% month over month and 2.1% year over year on a seasonally adjusted basis, according to Redfin’s latest home price update. 

While national price growth remains modest overall, several metros across the Midwest and Northeast are still seeing surprisingly strong appreciation.

Here are the markets where home prices rose the most compared to last year:

1. San Francisco, CA: +10.8%

2. Chicago, IL: +10.8%

3. Montgomery County, PA: +10.1%

4. Milwaukee, WI: +9.4%

5. Nassau County, NY: +9.1%

6. Cleveland, OH: +7.8%

7. New York, NY: +7.5%

8. Detroit, MI: +6.8%

9. Philadelphia, PA: +6.7%

10. Pittsburgh, PA: +6.2%

My take

One of the biggest themes in housing right now is fragmentation. Some markets are clearly cooling, especially parts of the Sun Belt, while others — particularly in the Midwest and Northeast — are still seeing very strong price growth due to limited inventory and relatively steady demand. What’s really interesting is that many of the strongest markets right now aren’t the trendy pandemic hotspots everyone was talking about a few years ago. They’re older, supply-constrained metros where affordability, jobs, and tight inventory are continuing to support prices even in a higher mortgage rate environment.

Schematics

The news that just missed the cut

• America’s largest luxury homebuilder just reported earnings — here’s what to know

• MRED just cut off its entire listing feed to Zillow

• L.A. tried to tax mansions, but apartment construction tanked instead

• Google just brought real estate listings back to search results   

• The problem with how agents use social media

Foundation Plans

Advice from David to win the day

As agents, it is both urgent and utterly nonnegotiable that we keep our eye on the ball.  There will always be something –  breaking news, market shifts, social media noise, wars, and a hundred other things –  competing for your attention. Some of them are even important. But none of them can distract you from the activities that actually generate income.

Over the next few Wednesdays, we’re going to cover practical ways to stay focused, protect your time, and keep your business moving no matter what’s happening around you.

The agents who consistently win in this business usually aren’t the most motivated. They’re the ones who have the habits and systems that produce results. They protect income-generating activities instead of reacting to distractions. That starts with structure.

1. Block time for lead generation first –  Prospecting can’t be something you squeeze in whenever you “find time.” The agents who stay consistent put lead generation on the calendar first and protect it like any other important appointment. Calls, follow-ups, database work, and conversations with potential clients are still the activities that drive the business forward.

2. Simplify your environment while you work – During prospecting time, eliminate as many distractions as possible. Close unnecessary tabs, stay off social media, and shut down email. Most agents lose momentum because they constantly interrupt themselves. A focused two-hour block is far more valuable than an entire distracted day.

3. Don’t confuse being busy with being productive – Reading industry drama, tweaking your branding, reorganizing your CRM, and consuming endless market news can feel productive without actually generating business. At the end of the day, income usually comes down to conversations, follow-up, and consistency. Activity matters, but the right activity matters more.

Just in Case

Keep the latest industry data in your back pocket with today’s mortgage rates:

“You’ve gotta keep control of your time, and you can’t unless you say no. You can’t let people set your agenda in life.” — Warren Buffett

Don’t let events or other people set your agenda, friends. Stay ruthlessly focused on your goals — your time is limited, and you only get one life.

Make the most of it. Have a wonderful week. We’ll see you back here on Friday!

- David