In the 475th episode of the Mail Right Show, Jonathan Denwood and Robert Newman break down one of the most important shifts happening in real estate marketing—Google’s new AI Mode. This episode dives deep into how search behavior, traffic sources, and lead generation are evolving because of AI-generated answers in search results. For real estate professionals who rely on digital visibility, these changes are significant—and understanding them is key to staying relevant in 2025 and beyond.
Introduction
Google’s new AI Mode is now being rolled out in the U.S., and it’s already changing the way users interact with search. Instead of showing ten blue links, Google is now using artificial intelligence to generate summarized answers from across the internet. This means fewer sites are shown on the first page, and even fewer get traffic. However, the traffic that does come through is more likely to be serious and ready to take action.
Robert and Jonathan explain how this shift affects SEO, what it means for real estate agents, and how professionals can position themselves to show up in AI-generated answers. Below are the major insights from the episode.
AI Search Results Will Reduce Clicks—But Increase Lead Quality
One of the biggest changes with Google’s AI Mode is the drop in available links on the first page of search. Instead of ten clickable links, AI summaries may feature only six to eight sources—meaning fewer opportunities for traditional SEO-based traffic.
Robert shares that his own site, a top-performing real estate SEO platform, has already seen a 10–15% drop in traffic. However, he also notes that 6 out of his last 10 clients said they found him through an AI tool like Google’s AI Mode, Gemini, or ChatGPT. This shows that while quantity may go down, the quality of the traffic can be significantly higher.
If your brand is included in these AI summaries, it means Google sees you as trustworthy and authoritative. That can translate to high-quality leads—even with fewer overall clicks.
Brand Mentions Are Replacing Backlinks
In traditional SEO, backlinks were a major signal to Google that a site was reputable. But with AI Mode, brand mentions are becoming more important. Large language models like Gemini and ChatGPT are more focused on which brands are being discussed consistently across the internet, rather than just which pages are being linked.
That means agents and brokers need to focus on building brand visibility. The more your name or brand shows up in reviews, social media posts, third-party sites, and video platforms, the more likely you are to be included in AI-generated answers.
This also reinforces the need for consistency across all your online channels—from your website to your Google Business Profile to your YouTube content and client reviews.
Local Authority Is More Important Than Ever
Google’s AI Mode still pulls information from sources like your Google Business Profile, local content, and community-based reviews. That means local SEO is still very much alive—but it’s evolving.
To stand out in AI-generated summaries, agents must:
- Keep their Google Business Profile active and updated
- Collect reviews on platforms like Google, Zillow, and Realtor.com
- Share consistent content related to their local market
- Be seen as a knowledgeable, engaged expert in their community
Robert points out that Google is still rewarding those who focus on hyper-local topics, whether through written content, video, or directory listings. That trend is expected to continue, even as AI becomes more prominent.
AI Answers May Include Paid Placement in the Future
Jonathan raises an important point about Google’s business model: eventually, parts of the AI summary may become pay-to-play. Just like Google Ads or Local Service Ads, there’s a strong likelihood that real estate professionals will be able to pay to be featured in certain AI-generated search snippets.
This will add another layer of competition for visibility—and make it even more important for agents to have a clear digital marketing strategy that includes both organic and paid components.
Robert also highlights a potential concern: if content creators aren’t rewarded for the information being used in AI summaries, there may be less incentive for them to continue producing high-quality content. The way AI platforms treat attribution and ownership will shape how content marketing evolves.
Real Estate Professionals Need an AIO Strategy
The hosts agree that SEO is no longer enough—agents need to adopt an “AIO” (Artificial Intelligence Optimization) strategy. That means understanding how AI tools find and prioritize information, and then tailoring your content accordingly.
Agents should:
- Focus on branded content that reinforces their expertise
- Be consistent across multiple platforms and formats
- Create content that provides real value and relevance
- Monitor how they’re being represented in AI-generated summaries
Robert explains that this may include a mix of traditional SEO techniques, brand-building efforts, and experimentation with tools like ChatGPT to see how your business is being described.
Final Thoughts
Google’s AI Mode is changing how people search—and how real estate agents get found. While this shift may reduce overall traffic, it also brings opportunities for those who are prepared. The agents who focus on brand mentions, local authority, and consistent visibility across platforms will be the ones showing up in AI search—and capturing the best leads.
Episode 475 is a must-listen for any real estate professional looking to stay ahead of the curve in a rapidly evolving digital landscape.
