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How to Get Recommended by AI in 2027 · Massive Agent Podcast

• 0:00
  SPEAKER_00: The way that real estate agents are being found online is changing, but it's probably not what you think.
• 0:06
  SPEAKER_00: Today I'm going to break down how you can stand out now more than ever and the steps to take to do it.
• 0:11
  SPEAKER_00: Let's go.
• 0:13
  SPEAKER_00: The Massive Agent Podcast with new generation tips and strategies to give you more leads and sell more homes.
• 0:21
  SPEAKER_00: I love to buy houses.
• 0:22
  SPEAKER_00: I like to sell houses.
• 0:26
  SPEAKER_00: Wait a minute.
• 0:28
  SPEAKER_00: Leads a week.
• 0:29
  SPEAKER_00: You a week.
• 0:30
  SPEAKER_00: I've had better.
• 0:32
  SPEAKER_00: Oh.
• 0:33
  SPEAKER_00: Have I got your attention now?
• 0:35
  SPEAKER_00: Here's your host, Dustin Brome.
• 0:39
  SPEAKER_00: What is up, guys?
• 0:40
  SPEAKER_00: Welcome to episode 462 of the Massive Agent Podcast.
• 0:44
  SPEAKER_00: I am your host, Dustin Brome, back in Salt Lake City, Utah.
• 0:47
  SPEAKER_00: I was in Vegas last week for Reels Rise Conference.
• 0:50
  SPEAKER_00: Best Rise yet.
• 0:52
  SPEAKER_00: It was my third one.
• 0:54
  SPEAKER_00: But I did not expect that one of my biggest takeaways from the conference would be the flu.
• 0:59
  SPEAKER_00: And so I'm glad my voice is back for this episode today.
• 1:04
  SPEAKER_00: I'm going to share with you how the way that real estate agents get discovered and get found and get clients online is changing and has changed, and what you can do about it.
• 1:17
  SPEAKER_00: I'm going to break down the different things that you should be doing.
• 1:20
  SPEAKER_00: Because some of the stuff you're already doing, some of the stuff you you're not doing because you have no idea you should do those things.
• 1:26
  SPEAKER_00: I'll break down those right now.
• 1:28
  SPEAKER_00: So to preface this, did you know that Zillow is now inside of Claude?
• 1:34
  SPEAKER_00: Okay, Zillow has already had a Chat GPT plugin, or I forget what you call it, but ChatGPT and Zillow were already integrated for like I think for like a year.
• 1:46
  SPEAKER_00: But as of October 19th, Zillow is now directly inside of Claude.
• 1:52
  SPEAKER_00: Interesting.
• 1:53
  SPEAKER_00: And uh and ChatGPT, or sorry, and Zillow just opened up its own uh AI mode.
• 2:00
  SPEAKER_00: Yeah, so Zillow now has AI mode.
• 2:02
  SPEAKER_00: Hmm.
• 2:03
  SPEAKER_00: What does that have to do with today's show?
• 2:04
  SPEAKER_00: Well, we went from optimizing for being found by Google and the social algorithms.
• 2:12
  SPEAKER_00: Okay, so these are two separate things that are kind of running parallel to each other.
• 2:16
  SPEAKER_00: So I'm gonna talk about uh discovery online through SEO, through a website, through uh, you know, your name and reviews showing up all over the place when people go to do a Google search, as opposed to showing up in their feed on Instagram or TikTok or something.
• 2:30
  SPEAKER_00: Uh so we were optimizing for uh for Google.
• 2:37
  SPEAKER_00: That's now that's still important.
• 2:39
  SPEAKER_00: It's not worthless.
• 2:41
  SPEAKER_00: However, now you need to be optimizing for AI because if AI does not know who you are and does not recommend you, you are more invisible than ever before.
• 2:53
  SPEAKER_00: It's the same concept as with with Google.
• 2:55
  SPEAKER_00: Like if you if you had no presence on Google, if you had no reviews built up, if you had no, they're called citations, mentions all over the internet recommending you, Google wouldn't pick you up.
• 3:06
  SPEAKER_00: Same concept.
• 3:07
  SPEAKER_00: If if you're kind of not anywhere to be seen, if there's no content showing and proving, demonstrating that you are the best, that you are uh that you are the top agent in your market for certain things, you're not going to be recommended.
• 3:23
  SPEAKER_00: So when was the last time that you that you asked Chat GPT or Claude or Gemini or Grok or whatever the hell you're using, who who are the best real estate agents in Salt Lake City?
• 3:33
  SPEAKER_00: Who are the best real estate agents in Des Moines?
• 3:36
  SPEAKER_00: That was random, in Des Moines, Iowa.
• 3:38
  SPEAKER_00: Uh what fun fact I'm actually going to Iowa, the Quad Cities, for an event on December 10th.
• 3:44
  SPEAKER_00: So if you're in the Quad Cities, I am coming to teach you how to get actual clients from social media, not just views and likes, but actual clients on December 10th.
• 3:54
  SPEAKER_00: Stay tuned for more about that.
• 3:56
  SPEAKER_00: I've never been to, I think I've driven through Iowa once, but uh certainly never like stayed the night in Iowa.
• 4:02
  SPEAKER_00: So I'm excited about that.
• 4:04
  SPEAKER_00: Anyways, anyways, you've got to be optimizing for AI finding you.
• 4:11
  SPEAKER_00: So are they?
• 4:13
  SPEAKER_00: Are they finding you?
• 4:14
  SPEAKER_00: Are they recommending you?
• 4:15
  SPEAKER_00: You can actually force that to happen.
• 4:18
  SPEAKER_00: You can actually train these AI models to recommend you.
• 4:22
  SPEAKER_00: Now, it takes a lot of work.
• 4:24
  SPEAKER_00: It takes effort.
• 4:26
  SPEAKER_00: The same way that building up your SEO for a website to be found through Google back in the day, back in the day, like 90, like a year and a half ago, uh, the same way that took a lot of time, energy, and effort as well.
• 4:41
  SPEAKER_00: It's the same thing, but it's it's absolutely possible.
• 4:44
  SPEAKER_00: So we went from optimizing for Google to optimizing for AI.
• 4:48
  SPEAKER_00: And BAM actually has a few great articles that walk you through exactly how to do this.
• 4:54
  SPEAKER_00: Basically, you're going to, I'm paraphrasing that there's there's details that you need to get in here.
• 4:59
  SPEAKER_00: So if you go to my Instagram, comment the word found, comment the word found.
• 5:05
  SPEAKER_00: Do it, comment?
• 5:07
  SPEAKER_00: Yeah, go to any of my posts.
• 5:09
  SPEAKER_00: Okay, go to any of my posts, comment the word found, and I will DM you three different links to articles that walk you through this process to uh to optimize yourself to be discovered through AI.
• 5:23
  SPEAKER_00: I'll send you all the articles so you don't have to go search them.
• 5:25
  SPEAKER_00: So again, go to my Instagram at MassiveAgent, comment found on any post, and I'll send you those articles.
• 5:33
  SPEAKER_00: Okay.
• 5:34
  SPEAKER_00: Uh, but here's what you're gonna do you're gonna publish content that answers the exact questions that people are asking AI with the question as the title.
• 5:43
  SPEAKER_00: So each piece ties your name to a specific situation.
• 5:47
  SPEAKER_00: So AI brings you up with that when that question comes in.
• 5:50
  SPEAKER_00: So what who is the best real estate agent to sell my house in holiday, Utah?
• 5:56
  SPEAKER_00: That is gonna be the like best real estate agents to sell your house in holiday, Utah is gonna be the name of the article, the name of the blog article that you're gonna put out there.
• 6:07
  SPEAKER_00: So each each piece ties your name to a specific situation.
• 6:10
  SPEAKER_00: There's way more to it, but that's the the general gist of it, is you're you're trying to optimize for certain search terms through AI.
• 6:18
  SPEAKER_00: You're gonna create pieces of content that recommends you as one of those agents uh who meet that.
• 6:24
  SPEAKER_00: And there's a very specific way to do that, of course.
• 6:27
  SPEAKER_00: Now, let's talk about on the content side.
• 6:30
  SPEAKER_00: Obviously, getting found by somebody discovering your content is a hugely powerful way of getting new clients.
• 6:38
  SPEAKER_00: And it's it's free, right?
• 6:40
  SPEAKER_00: Of course, you can run ads, but you don't have to.
• 6:42
  SPEAKER_00: You can organically be found in the news feed as long as you're doing great content, effective content, interesting, exciting, entertaining content.
• 6:53
  SPEAKER_00: Look, to oversimplify, your content just needs to be anything but boring, anything but stale.
• 7:00
  SPEAKER_00: If it's interesting in any way, it'll do well.
• 7:02
  SPEAKER_00: You just have to have it targeted at your ideal audience, add certain calls to action, add certain lead magnets to squeeze leads out of them, and then it creates this machine.
• 7:14
  SPEAKER_00: That's kind of the brief overview.
• 7:16
  SPEAKER_00: But um Gary V talks a lot about using content to also be found through AI.
• 7:23
  SPEAKER_00: Okay.
• 7:23
  SPEAKER_00: So he Gary V says YouTube shorts are the tool to use specifically to get found through Gemini, which is Google's AI.
• 7:34
  SPEAKER_00: And Gemini is very powerful.
• 7:36
  SPEAKER_00: I actually use I think I use Gemini way more than chat.
• 7:40
  SPEAKER_00: Like I don't use chat much anymore, except for images.
• 7:44
  SPEAKER_00: I think that's all I use it for, actually, is images, which is incredible.
• 7:48
  SPEAKER_00: I use Gemini for just like my daily driver random questions.
• 7:52
  SPEAKER_00: I have the little ask Gemini thing on my Chrome browser that I can just, you know, um, it can scan the page I'm on and and and help me out there.
• 8:00
  SPEAKER_00: Um and then I use Grok and Grokbot for all my automations that I have going on.
• 8:06
  SPEAKER_00: Uh, grokbot is freaking incredible, by the way.
• 8:09
  SPEAKER_00: I've been using it for like two weeks.
• 8:10
  SPEAKER_00: I'm no expert, but the amount of shit that I've been able to outsource and automate and just accomplish that I wouldn't have otherwise, like it it booked.
• 8:18
  SPEAKER_00: I have some fairly complicated travel plans here in the next month or so.
• 8:23
  SPEAKER_00: And it would have taken me a ton of time to go through and like figure out all these things.
• 8:27
  SPEAKER_00: I just told Grokbot what my objectives were, what my priorities were, and it went and found it.
• 8:33
  SPEAKER_00: It freaking booked it for me.
• 8:34
  SPEAKER_00: I just had to do a login to my Delta.
• 8:36
  SPEAKER_00: I had to click, you know, buy now, and it's incredible.
• 8:40
  SPEAKER_00: It saved me probably an hour just on that one task.
• 8:44
  SPEAKER_00: Anyways, Gary V says YouTube shorts are the best way to teach AI through your content and to get discovered through AI, because YouTube is owned by Google.
• 8:57
  SPEAKER_00: Gemini is Google's AI.
• 8:59
  SPEAKER_00: So naturally, Gemini is going to be pulling from Google, or sorry, Gemini is going to be pulling from YouTube a ton.
• 9:05
  SPEAKER_00: So if you're putting out short form content, which I assume you are, if you're doing reels at all, you should also put them on YouTube Shorts, especially if the topic or the subject matter is searchable.
• 9:18
  SPEAKER_00: If it's something that people are looking for and searching for online, get it onto YouTube Shorts to help train Gemini.
• 9:25
  SPEAKER_00: And I've heard, I've heard Gary say on a video that for all the videos you're putting on YouTube Shorts now, it's going to really like Gemini, it's really going to pay off on Gemini maybe a year, year and a half from now, because Gemini will be one of the largest models out there.
• 9:41
  SPEAKER_00: It they're huge.
• 9:42
  SPEAKER_00: It's Google.
• 9:43
  SPEAKER_00: Uh yeah, maybe they're not as ahead right now as Grokbot and Claude and chat, but uh they certainly will be.
• 9:51
  SPEAKER_00: So so the content is the fuel to be to teach AI and train AI to recommend you.
• 9:59
  SPEAKER_00: Now, every piece of content should make obvious who you serve, where that is.
• 10:05
  SPEAKER_00: So if it's relative to a specific area and who specifically you help in that area, you have to, you have to put include it.
• 10:13
  SPEAKER_00: So use your name, your city, your niche, and the audience you're talking to, say it out loud in the in the script somewhere, put it in the caption, all of it so that it can be found.
• 10:23
  SPEAKER_00: And by the way, Gemini is not the only AI model that's going to be training off YouTube.
• 10:27
  SPEAKER_00: It's also like these models are also pulling from Instagram and TikTok, also.
• 10:33
  SPEAKER_00: So the more content you put out that's very specific about who you help, what you help them do, what situations you help them accomplish, what results you get them, the more it's going to train the AI to recommend you over time.
• 10:47
  SPEAKER_00: You pair that with doing the blog articles and training AI to recommend you directly, lights out.
• 10:55
  SPEAKER_00: Absolutely lights out.
• 10:56
  SPEAKER_00: I talked to someone at Rise this last week that I think they said they they've been getting about one deal a month from Chat GPT, and they didn't even do anything specifically.
• 11:07
  SPEAKER_00: They're just putting out content.
• 11:08
  SPEAKER_00: Chat GPT found it and is now recommending them, and they're getting sorry, not one client a month, but I think it was like one or two one or two leads per month.
• 11:18
  SPEAKER_00: Not all of them turned into actual clients, but that's pretty strong just from chat.
• 11:22
  SPEAKER_00: Okay.
• 11:23
  SPEAKER_00: So the clarity wins, you've got to make sure that the the content that in the content you put who it's for, who you serve, what you help them do, where, all of that stuff.
• 11:34
  SPEAKER_00: Uh this is it's kind of crazy.
• 11:38
  SPEAKER_00: I think right now is the best opportunity to grow your brand and to be discovered ever.
• 11:44
  SPEAKER_00: Why?
• 11:45
  SPEAKER_00: Why do I say that?
• 11:46
  SPEAKER_00: Well, right now, NAR membership is dropping.
• 11:49
  SPEAKER_00: Okay, NAR membership's down 87,000 members since November of 24.
• 11:55
  SPEAKER_00: I'm one of them, actually.
• 11:56
  SPEAKER_00: So I'm I'm one of those 87,000.
• 11:58
  SPEAKER_00: I'm no longer an R member because I don't need to be with uh I can still do my referrals and all this stuff.
• 12:02
  SPEAKER_00: I don't need to be an R member.
• 12:04
  SPEAKER_00: Uh 62% of agents in their first two years made under$10,000 in 2025.
• 12:11
  SPEAKER_00: So uh what's crazy, a lot of the agents who are being recommended by AI actually won't end up surviving just based on the numbers.
• 12:21
  SPEAKER_00: Because the the agents that AI is recommending are not necessarily the ones selling the most houses or selling any.
• 12:28
  SPEAKER_00: Now, ideally, you become one of those that gets recommended and you use it to sell a bunch of houses.
• 12:33
  SPEAKER_00: And it, but some of those are gonna some of those agents being recommended won't be in the future because they won't be able to make it.
• 12:43
  SPEAKER_00: Crazy how that works.
• 12:45
  SPEAKER_00: So here's how here's what I want to leave you with some action items.
• 12:49
  SPEAKER_00: First, go to my Instagram, comment the word, oh shit, what did I tell you?
• 12:54
  SPEAKER_00: Comment the word um I completely found.
• 12:58
  SPEAKER_00: That's it.
• 12:58
  SPEAKER_00: Comment the word found on any Instagram posts.
• 13:02
  SPEAKER_00: And if I told you a different word earlier in the episode, go with the first word, please.
• 13:07
  SPEAKER_00: Because I'm I'm 85% sure that I said the word found.
• 13:10
  SPEAKER_00: Comment the word found on any Instagram post.
• 13:12
  SPEAKER_00: I'll send you those articles.
• 13:13
  SPEAKER_00: Do that stuff.
• 13:14
  SPEAKER_00: Put in the time and the effort.
• 13:16
  SPEAKER_00: And my hell, if you use Grokbot, give Grokbot the articles and say, do this for me and watch what happens.
• 13:24
  SPEAKER_00: Crazy.
• 13:25
  SPEAKER_00: Now, it may not do every little thing, but it's going to save you so much time.
• 13:30
  SPEAKER_00: And it's gonna Grokbot is capable of doing so much more for you than any of us even realize.
• 13:36
  SPEAKER_00: I'm learning every day more stuff that it can do on my behalf, and it proactively thinks about things that, like, oh shit, I wouldn't have even thought of that.
• 13:44
  SPEAKER_00: Thanks for letting me know.
• 13:45
  SPEAKER_00: Crazy.
• 13:46
  SPEAKER_00: Crazy, crazy.
• 13:48
  SPEAKER_00: So do that.
• 13:49
  SPEAKER_00: Then I want you to go to your favorite AI model, chat, Claude, Gemini, whatever, and ask who are the best agents in your city?
• 13:57
  SPEAKER_00: Who are the best real estate agents to sell a house?
• 13:59
  SPEAKER_00: Who are the best buyers' agents?
• 14:01
  SPEAKER_00: Who are the best, blah, blah, blah.
• 14:03
  SPEAKER_00: And then I want you to post three YouTube shorts that are of things that are about things that are searchable.
• 14:12
  SPEAKER_00: Because remember, YouTube is a search engine, not a social network.
• 14:16
  SPEAKER_00: There's some social component to it, but YouTube is the largest, second largest search engine on the planet next to Google itself.
• 14:24
  SPEAKER_00: So get some YouTube shorts up there as well and start optimizing and working towards training AI and get discovered by AI, because just hoping to get discovered, just hoping to have your content discovered by popping into someone's feed, for most people, if I'm being honest, it's not enough.
• 14:46
  SPEAKER_00: So what if it is?
• 14:46
  SPEAKER_00: Like what if that crushes and you also train AI, you're gonna have more business than you could possibly imagine.
• 14:53
  SPEAKER_00: At a time when the agent count in our industry is shrinking, really good agents are not able to make ends meet and they're leaving the industry.
• 15:00
  SPEAKER_00: So that means your competitors are thinning out, you have few competitors, do the the right intentional, smart work now, and you will absolutely thrive in the future.
• 15:14
  SPEAKER_00: That is why I believe now is the best time to build a brand and to establish yourself as an agent that will feed you for many years, if not decades to come.
• 15:23
  SPEAKER_00: Thank you for listening.
• 15:24
  SPEAKER_00: Please share this episode with someone who needs to hear it.
• 15:27
  SPEAKER_00: Remember to go to my Instagram at massive agent.
• 15:31
  SPEAKER_00: Comment the word found.
• 15:32
  SPEAKER_00: I'll send you those articles, and then do that stuff.
• 15:36
  SPEAKER_00: Thanks for listening, guys.
• 15:37
  SPEAKER_00: I'll see you next week.