How agents can remain visible to AI-driven search: practical steps from LOC8 founder Bobby Kerr

The useful part

How agents can boost visibility in AI search Agents must be on the right platforms, be consistent, tell their own stories and "control the controllables," LOC8 Founder Bobby Kerr says. The era of artificial intelligence is here, and real estate leaders are increasingly urging agents to adapt if they want to stay relevant and keep their business going strong. With the tech changing so quickly, implementing an AI marketing strategy may seem daunting.

How it works

• As LOC8 Founder Bobby Kerr explained during a recent appearance on the Real Estate Insiders Unfiltered podcast, the core themes relevant for SEO remain critical for AI search.
• What agents misunderstand about AI search: "Agents are thinking that AI recommends the best, most long-standing successful agents," Kerr said, but those factors alone aren't enough.
• If that story is not being told in the places that Google and AI search tools are looking, then you're a ghost to all of those tools." 'Control the controllables':
• How agents can boost visibility in AI search Shutterstock Tech.

What to take from it

Maintaining a Google Business profile is vital because AI tools check these pages often, according to Kerr. What's most important, Kerr said, is for agents to be visible, be consistent and demonstrate what makes them special. "If you are just so general and out there," AI tools "are just gonna ignore you," Kerr said.

Example or evidence

• "If you use an AI tool to create a blog, just go take it off of Claude, take it off ChatGPT, put it in Microsoft Word or whatever editor you have, and then make it yours," Kerr urged.
• "If you're not on all those locations and you're not getting keyword, highly geographical reviews on those platforms, then you're gonna be a ghost," he warned.
• Experience, expertise, authoritativeness and trustworthiness — that's what Google refers to as "EEAT," Kerr explained.
• Agents should be "telling the story" of their EEAT on their Google Business and industry-specific platform profiles, their website and their social media posts.

Details worth keeping

Meghan Roos September 28, 2026 4 mins At this point, it's undeniable: No one's gonna talk about you like you." Don't become 'a ghost': "You've got to make sure that your brand is visible." Agents still need to demonstrate their authority and expertise online, he added — but they must do so strategically.

Related coverage

• Retailcustomerexperience: AI visibility will depend on what information exists across the internet, not just what exists on your own website.
• Venturebeat: Presented by Contentful Most marketing teams still measure visibility the same way they always have: rankings, click-through rates, and organic traffic.
• Smartermsp: You've spent years packing your website with content that proves your IT expertise across service pages, blog posts, and case studies.
• Realestatenews: Agents who learn how to use AI well without diminishing "the human element you bring" will come out ahead as the tech becomes more integrated in real estate.