In Episode 262 of Real Estate Insiders Unfiltered, James Dwiggins and Keith Robinson welcomed Bobby Kerr, founder of Locate Marketing Agency, for a practical conversation about AI search and online visibility.
The central lesson is clear: AI does not automatically recognize experience. A real estate agent may have decades in the business, hundreds of transactions, and extensive knowledge of the local real estate market. However, if that expertise is not visible where Google and AI tools search, it may be overlooked. Experience still matters. The challenge is communicating it consistently and strategically.
Google Business Profile Comes First
Bobby emphasized the importance of maintaining a complete and active Google Business Profile. This profile helps establish authority for a real estate broker, real estate brokerage, or individual real estate agent.
A strong profile should include:
- Recent, detailed reviews
- Accurate business information
- Local photos and videos
- Services and specialties
- Consistent activity
- Specific geographic references
Reviews should ideally mention the agent’s name, business name, city, state, neighborhood, and the qualities that made the client experience successful. These details help connect the agent to a particular location and specialty.
Bobby also recommended profiles on industry platforms such as Zillow, Realtor.com, Homes.com, FastExpert, and HomeLight. Additional visibility through Yelp, the Better Business Bureau, and local chambers of commerce can create valuable trust signals for search engines and AI tools.
Specificity Beats Generic Marketing
Generic content is easy to overlook. Bobby described broad, repetitive posts as commoditized content. Instead, real estate agents should focus on original, hyperlocal information.
That could include:
- Neighborhood-specific questions
- Local commute information
- Property types and amenities
- Community details
- Local real estate trends
- Helpful explanations of real estate prices
- Guidance about real estate for sale and real estate listings
This approach can make a real estate website, social profile, or blog more useful and memorable. Bobby also encouraged consistent content across YouTube, Facebook, Instagram, TikTok, LinkedIn, and a personal website. A single short video can become a blog post, social update, and searchable local resource.
AI Should Improve the Work, Not Replace It
AI tools can help agents become more efficient, but Bobby cautioned against publishing untouched, generic material. Agents can use AI to create a starting point, then add personal experience, local knowledge, and an authentic voice.
That principle applies to content about real estate investing, real estate financing, real estate taxes, real estate laws, and investing in real estate. It also applies to real estate investing for beginners, real estate events investing, and real estate technology. The goal is not to sound automated. The goal is to make professional expertise easier to find.
The Takeaway for Real Estate Agents
Agents should choose a specific market, specialty, and audience rather than trying to appeal to everyone. Focus creates clarity for clients and search tools. Whether someone searches for real estate agents near me, real estate companies near me, real estate books, real estate courses, real estate blogs, or real estate podcasts, visibility depends on a consistent story.
The message from James Dwiggins, Keith Robinson, and Bobby Kerr is simple: AI does not care about an agent’s experience until that experience becomes visible. That applies to NextHome, the NextHome real estate franchise, a real estate franchise, and any real estate investment real estate brokerage competing for attention today.
