At Inman Connect New York, agent and technology leaders shared how AI is reshaping search and agent visibility. The conclusion was clear. If the AI can’t find you, it won’t be able to find your next client either.
Artificial intelligence remained a major theme at Wednesday’s Inman Connect New York, and in the packed Grand Ballroom, it was clear that most of the audience was not suffering from AI fatigue.
Rather than relying on fear or hype, agents and technology leaders took a fresh, evidence-based approach. AI should make agents more human, not less human. But there were some caveats, primarily that agents needed to adapt to AI or risk being left behind.
James Harris of Carrollwood Estates and Bravo’s Million Dollar Listing Los Angeles said most agents don’t consider themselves to be tech-savvy. But the reality is that almost everyone is already using AI, even if they don’t realize it.
“Our industry is so fragmented that you might think AI is not yet fully ubiquitous, but it is already here,” he said. “Our clients are now AI natives, and if we don’t get ahead of them, we will fall behind.”
Harris introduced the audience to Breezy, a new AI operating system app he has been developing over the past two years. “I’m not a tech guy. I’m a crazy real estate agent,” he joked. “But I know what agents need. I wanted an operating system for them: their compilations, notes, tasks, and proprietary data all in one place.”
The product launch also includes Underbuilt, a proprietary data platform that uncovers the architectural potential of residential real estate. Harris called it a game changer.
Harris emphasized that AI is not meant to be a shortcut, no matter how useful or powerful the tools are. “Let’s not be lazy and use it more efficiently,” he warned. “This is a human business. The more we use AI, the more human we have to be.”
If AI can’t find you, it can’t find new clients either.
In another session, Jeff Lobb, founder of SparkTank Media, warned: AI search is already changing the way clients find agents, and most agents aren’t ready for it.
“We used to fight to be on the first page of Google,” he said. “Consumers are now asking AI for the best luxury agent in Miami or New York, and if that answer doesn’t include you, you don’t even know you’re losing business.”
According to Robb, 37% of consumers are already using AI to conduct their searches instead of Google. Tools like ChatGPT summarize results rather than displaying clickable links, forcing agents to rethink where and how links appear.
“AI is scanning everything and searching for digital breadcrumbs,” Rob says. “Website, blog content, social posts, reviews. It’s all fair.”
This includes the language used in client testimonials. While agents once relied on tons of five-star Zillow reviews that may or may not be genuine, Robb cautioned that today’s AI tools are more insightful and carefully parse the wording of each review.
“We worked with a brokerage firm that ranked in the top seven in the market for AI search, which was great,” he said. “But then a follow-up prompt cited an old Yelp review that described some of the agents as “creepy and stalker-like.” It all came to the surface because of one buried review. ”
For Rob, this was an interesting lesson in AI search. “In a world where fake reviews are rampant, clarity wins,” he said.
To stay visible in AI-driven searches, he recommends several strategies. Publish blog content that “answers” with clear headings like “Is now a good time to buy in Austin?” Or whatever your market is. Repurpose your content and turn your blog into videos and transcripts for YouTube. Also, make sure all your social profiles are consistent and suitable for AI search.
“Ask the AI what the top 20 questions are in your market,” he said. “Okay, let me answer that for you: If the AI doesn’t recognize you, neither will your next client.”
Rob’s final warning: Don’t become the next BlackBerry.
“They didn’t evolve when consumers evolved,” he said. “If you wait too long, you’ll be caught up in a whole new world.”
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