Buyers have started asking ChatGPT, Perplexity and Google's AI answers the questions they used to type into a search box. Those tools read the web, pick the pages they trust, and hand back an answer with a couple of names in it. Getting your name into that answer is the whole game, and for real estate it is rarely won on searches like realtor near me. It is won on the neighbourhood, the building, the school catchment, and the lifestyle. The agents who win it treat every neighbourhood and every building as its own subject worth writing about properly.
The four things that decide whether you get named
1. Describe the property in a form the machines can read
Alongside the words a buyer sees, every page carries a hidden description of what it is about: this is a listing, here is the price, the beds, the baths, the square footage, here is who the agent is and which areas they work, here is the open house and when it starts. Buyers never see it. Google and ChatGPT rely on it. Most real estate sites carry a thin version of this or none at all, which is why they get skimmed and skipped.
We fill it in properly on every page: the agent, the people on the team, the buildings, the open houses, the schools, and each listing. We did the same on the Starlit Homes build for a NetZero builder, where most rivals had nothing at all filled in, and that is exactly why the AI tools name Starlit instead of them.
2. Let the AI tools in the door
Every website carries a short file telling automated visitors which parts of the site they may read. WordPress sites very often block the AI tools by accident, so ChatGPT and Perplexity are turned away at the door and nobody notices for a year. We check it, open the door, and leave a plain index of your key pages so those tools can find their way around quickly. It takes about twenty minutes and you can see the difference in the traffic within a few weeks.
3. Answer the questions people actually ask
Every neighbourhood page should answer the questions a buyer types out in full. For Leslieville that is what a three-bedroom goes for, which schools serve it, whether you can walk to things, which TTC lines run through it. For a building like The Well it is the price per square foot, the amenities, when it is ready, and how the deposit is structured. These are the exact questions the AI tools pull their answers from. We write six to ten of them into every neighbourhood and building page.
4. Go deep enough to be worth quoting
This is the part that takes real work, and it is what separates a site that gets named from a site that gets read and forgotten. A neighbourhood page is not 200 words about Leslieville being trendy. It is 1,200 to 2,000 words on the housing stock, the price history, the schools, the transit, the shops, the parks, who lives there, and three or four street-level observations only somebody who genuinely works the area would know. It matters who is saying it, too. A page written under a named agent with real history in that neighbourhood is the one that earns the mention.
What this looks like for your business
If you farm a neighbourhood, the neighbourhood pages are the core: Leslieville, Riverdale, Cabbagetown, Bloor West Village, Lawrence Park East. If you sell new development, the building pages are the core: The Well, M City, Westline Condos, One Bloor East. If you manage property, it is a page per property. If you run a vacation rental, it is a page per property plus a proper guide to the surrounding area, which is what lets you compete with the Airbnb page for the same place and keep the booking fee.
How you know it is working
You watch the traffic. Cite-met tracks the AI tools visiting your site across six services and reports which of your pages they are reading, how often, and which way the trend is going. For an agent it usually starts climbing about 60 days after the work lands and keeps building over the following quarter. Our own site now gets 32% of its visitors this way, over 11,618 visits in a single week, and we build client sites the same way we built ours.
Where to start
The free audit tells you which of your pages the AI tools can read today, which are invisible to them, and which neighbourhood or building searches you are closest to winning. It lands in your inbox in 48 hours whether or not you hire us. If you want the longer version, we have written it up here, and there is a more detailed walkthrough of getting named by ChatGPT, Gemini and Perplexity. Both go deeper into the mechanics than most agents need.