The 5 Pages to Add to Your Real Estate Website to Get Recommended by AI

I’ve been writing content to get found in search engines for a long time, and I still think it’s one of the most effective ways in real estate to reach buyers and sellers. That hasn’t changed. What’s changed is where the answer gets delivered — and which content actually gets used to build it.

Here’s a two-minute test that shows you exactly what I mean.

Open ChatGPT and ask it about the best neighborhoods in your city. You’ll get a fast, confident, mostly accurate answer. Look at the sources it cites. You won’t be there. Neither will any other agent in your market.

Now ask it a different question: who are the best real estate agents in [your city]?

Watch what it does. It slows down. It goes and looks. And it comes back with a list pulled from pages that name agents, rank them, and describe who they’re right for.

Same tool, same market, completely different behavior. That difference is worth understanding, because it tells you exactly which pages are worth your time.

Why one question gets cited and the other doesn’t

There are two kinds of questions.

The first kind, these tools already know. School districts, commute times, what a neighborhood is like, roughly what homes cost there, whether a city is growing. That information is stable, widely published, and already in the model. It has no reason to go looking for your take on it. You can write a beautiful 2,000-word guide to your city and it will never get pulled — not because it’s bad, but because nothing about it improves the answer.

The second kind, the model can’t answer from memory. Who’s good. Who’s active right now. Who specializes in what. Who someone in a specific situation should call. That’s local, current, and changes constantly — so it goes and finds pages that address it.

Content gets retrieved when it improves an answer the model can’t already give.

Most agent websites are built almost entirely out of the first kind. Here are five pages of the second kind.

1. A “Best Real Estate Agents in [City]” page

Search for the best real estate agents in almost any city and you’ll probably find a mix of directories, brokerage pages, review sites, and “top agent” roundups.

There’s a reason these pages are useful: they directly answer the question.

An individual agent can create a genuinely useful version, too.

Caption: Local real estate agents capitalize on showing up in sponsored search when buyers are looking.

Put together a list of 10 to 20 agents in your market, including yourself where you honestly belong. For each one, include the basics—name and brokerage—but don’t stop there. Give readers a quick reason that agent made the list.

Maybe one does a lot of relocation work. Another knows the historic district inside and out. Someone else focuses on luxury listings, new construction, or first-time buyers. Those differences are what turn a list of names into an actually useful recommendation.

And be specific. “Known for exceptional service” doesn’t help anyone choose an agent. “Specializes in helping out-of-state buyers relocate to [city]” does.

Add a short methodology at the top explaining how you chose the agents, along with a visible date so readers know when the list was last reviewed.

Why should you feature your competitors?

It might feel counterintuitive to mention other agents on your own website. But a useful comparison requires actual choices.

A page that simply declares you the best agent in town isn’t particularly informative. A more thoughtful resource is one that shows that you understand the local real estate landscape. At the same time, it gives readers enough information to make their own decision.

Plus, may also create opportunities for other local professionals to reference or share your resources. The goal is to create a credible page that answers a question prospective clients are already asking.

2. Neighborhood comparison pages

Traditional neighborhood guides still have a place on a real estate website. Buyers want to explore communities, view available homes, and understand how the different parts of each market stack up.

But you can make that content substantially more useful by moving beyond basic descriptions.

Instead of another “Guide to Living in Westside,” answer a more specific question.

For example:

• [Neighborhood A] vs. [Neighborhood B]: What’s the difference?
• 7 neighborhoods to consider if you want a larger yard
• Where to live in [City] for a commute under 30 minutes
• Neighborhoods to consider for homes under $500,000
• Where to look for newer construction in [City]

Caption: A Nevada real estate group ranks in the number one spot for a specific price point  near Las Vegas.

These topics give you room to contribute something a basic description can’t: comparison and context.

Connect the comparison to real estate data

When you’re churning out neighborhood comparisons, support your observations with current market information. Depending on the topic, that might include:

• Typical or median home prices
• Available inventory
• Property types
• Lot sizes
• Age of housing stock
• Recent sales activity
• Commute considerations
• Proximity to major amenities

Stick to what you can actually show: home prices, inventory, property types, commute times, and nearby amenities. Avoid subjective claims about schools, safety, demographics, or who a neighborhood is “best for”—Fair Housing rules still apply.

Then connect each neighborhood to its current IDX listings so readers can go straight from comparing areas to exploring available homes.

3. A comprehensive relocation page

Relocating buyers have a lot of questions—and most of them are intensely local. Where should I live? What can I afford? How many days do I need for a house-hunting trip? Can I buy remotely?

Build the page that answers them.

Cover the things a relocating buyer actually needs to know:

• What the local market looks like right now
• How to compare neighborhoods based on their priorities
• What to expect from a house-hunting trip
• Local buying timelines and practices
• What can happen remotely and what can’t
• What to have ready before touring homes

If you regularly work with buyers coming from the same place, get even more specific. A “Moving from Chicago to [City]” guide can compare housing costs, property types, commutes, and other differences they’ll notice.

A good relocation page fills in what the generic city guides leave out: what buyers need to know to actually make the move.

Caption: A Michigan-based real estate agents offers buyers a full relocation guide. 

Then give them the obvious next step: contact you or start searching homes.

4. Service pages built around client situations

Your website probably already has a buyer page and a seller page. That’s a start, but prospective clients often describe their needs much more specifically. Someone might ask an AI assistant:

“I’m a first-time buyer with $40,000 saved, but I’m not sure what I can afford. What should I do before contacting an agent?”

Or:

“I need to sell my parents’ house after inheriting it. What do I need to do first?”

Those questions point toward more specific service content. Depending on your expertise, you can create dedicated pages for:

• First-time home buyers
• Relocation buyers
• Homeowners preparing to sell
• Downsizers
• New construction buyers
• Real estate investors
• Estate or probate sales
• Clients coordinating a home sale and purchase

Focus on the situations you actually handle. The more closely these pages reflect your real experience, the more specific—and useful—you can make them.

Answer the question before you pitch yourself

Someone landing on these pages has a problem to solve. Help them solve it.

A first-time buyer page should explain what happens from “I think I’m ready” through closing. A downsizing page should tackle the messy part: Do you sell first? Buy first? How do you time both?

Then add the things you know because you’ve done this before—the mistakes you see, the questions everyone asks, and the local quirks that catch people off guard.

That’s the content that a generic “Why Work With Me” page can’t give them.

5. Turn your About page into a fact sheet

Most agent bios say a lot without giving a potential client much to work with.

“I’m passionate about real estate and love helping clients find their dream home.”

That’s great. But where do you work? What do you specialize in? How long have you been doing it? Keep the personality, but give your About page some facts:

• Full name and brokerage
• Cities, neighborhoods, and counties you serve
• Years in real estate
• Transaction experience
• Specialties like relocation, luxury, or new construction
• Certifications and designations
• Languages spoken
• Awards and professional affiliations
• Contact information

Be specific wherever you can. If you’ve spent 12 years working in a particular market, say that. If relocation makes up a big part of your business, spell it out.

Caption: A Virginia agent showcases accomplishments and sales volume in her specific area.

And put those details in the actual page copy—not just a graphic or headshot banner. Make it easy for search engines, AI tools, and humans to figure out exactly who you are and what you do.

What happens after someone finds your real estate website?

Being mentioned in an AI-generated answer isn’t the ultimate goal. Getting the right prospective client onto your website—and giving them a reason to stay—is.

That’s why these pages should be connected to the rest of your real estate website.

A neighborhood comparison can link to current homes for sale in each area. A relocation guide can offer a custom property search. A first-time buyer page can point readers toward listings within relevant price ranges. Your About page can make it easy to contact you.

That’s where your website and IDX pick up the job. The content gets someone through the door. But your current listings, saved searches, lead capture, and follow-up give them a reason to stick around.

Start with the pages AI can actually use

You don’t need to rebuild your website for AI platforms like ChatGPT or Gemini. Start with one or two pages that fill a real gap: a better About page, a useful neighborhood comparison, or a relocation guide built around questions your clients actually ask.

Then, keep everything current. Update market numbers, credentials, listings, and other details as they change.

There’s no formula that guarantees an AI recommendation. But giving AI specific, useful information about where you work, what you know, and who you help gives it a lot more to work with.