Over the past several months, we’ve changed how we approach search.
Instead of focusing only on traditional SEO rankings, we’ve built a strategy around AI-driven discovery—including ChatGPT, Google’s Gemini, and Microsoft Copilot.
The result:
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Our content is now being cited directly inside AI-generated answers
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We’re gaining visibility in zero-click search experiences
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And we’ve confirmed leads coming directly from ChatGPT through UTM tracking
This post breaks down what we’re doing, what we’re seeing, and why it’s working.
What’s Changed in Search (And Why SEO Alone Isn’t Enough)
Search behavior is shifting.
Users are no longer relying only on Google results. They’re now asking questions directly in:
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ChatGPT
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Gemini
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Copilot
These platforms don’t just return links—they generate answers and cite sources. In Google’s case, this shows up as AI Overviews at the top of search results, where multiple sources are summarized into a single answer.
That changes the goal.
Instead of only trying to rank, the question becomes:
How do you become the source AI systems choose to reference?
This is where AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) come into play.
Our Strategy: SEO + AEO + GEO Working Together
We’re not replacing SEO. We’re building on top of it.
SEO (Search Engine Optimization)
This is still the foundation:
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Targeting real search queries (cost, timing, leasing process)
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Creating location-specific pages
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Making sure content is crawlable and indexable
AEO (Answer Engine Optimization)
This is about how content is written—and how it shows up in AI-driven search results.
We structure content to directly answer questions so it can be used in:
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ChatGPT responses
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Gemini answers
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Google AI Overviews (the summarized answers at the top of search results)
That means:
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Clear, question-based headers
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Immediate, direct answers
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No unnecessary filler
Example:
“How much does it cost to lease commercial space in Alabama?”
Followed immediately by a clear, concise answer that can be easily extracted and displayed.
GEO (Generative Engine Optimization)
This is about how content is understood by AI systems.
We focus on:
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Clear definitions
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Structured formatting
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Strong entity signals (cities, lease types, property types)
The goal is simple:
Make content easy to extract, summarize, and cite.
What We’re Doing Differently
Most commercial real estate websites still:
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Focus heavily on listings
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Have limited educational content
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Don’t directly answer common tenant or owner questions
We’ve taken a different approach.
We focus on real decision-stage questions
We build content around what prospects are actually asking:
These are not top-of-funnel topics.
These are questions people ask when they’re actively considering space.
We build local authority
Instead of generic content, we focus on specific markets like:
And include real context:
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Major employers
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Growth patterns
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Business demand drivers
This gives both users and AI systems a clearer understanding of the market.
We structure content for clarity, not just keywords
We intentionally:
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Use question-based headers
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Keep answers concise
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Avoid overcomplicating explanations
AI platforms are not reading content the way humans do.
They are extracting it.
Clear structure makes that easier.
Real Example: A Page That Gets Cited by AI
One of the strongest examples of this strategy working is our article:
What Are Triple Net (NNN) Charges in a Commercial Lease
This page is consistently surfaced and cited in AI-generated answers.
Why it works:
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It answers a specific, high-intent question
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The structure is clear and easy to follow
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The explanation is straightforward and practical
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It reflects real-world commercial real estate experience
NNN charges are one of the most commonly misunderstood parts of a lease.
Because of that, AI systems are actively looking for clear explanations—and this page aligns well with that need.
We’re Seeing Real Leads from AI Platforms
This is not just about visibility.
We are tracking inbound leads using UTM parameters, and we’ve confirmed that some leads are coming directly from ChatGPT.
From what we’ve seen so far, these are not fundamentally different from traditional inbound leads.
The difference is in how they found us.
Instead of going through a typical Google search process, some users are now:
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Asking questions in AI platforms
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Reviewing summarized answers
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Clicking through to cited sources
That shift in behavior is important.
It shows that AI platforms are becoming part of how prospects discover commercial real estate opportunities.
Why This Matters for Commercial Real Estate
Commercial real estate search has always been different:
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Lower search volume
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Higher intent
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Longer decision timelines
AI platforms fit naturally into that process.
They allow users to:
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Understand leasing concepts
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Compare options
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Get quick clarity on complex topics
If your content is not showing up in those answers, you are missing part of the discovery process.
What We’ve Learned So Far
From testing and observing results, a few things stand out:
1. Clear answers outperform long explanations
If the answer is buried, it’s less likely to be used.
2. Specific topics perform better than broad ones
Focused questions (like NNN charges) get cited more often.
3. Local context matters
Content tied to real markets is more useful than generic national content.
4. Structure matters as much as content
Formatting directly impacts whether content can be extracted.
5. Experience-based content builds trust
Content grounded in real-world CRE knowledge performs better than generic summaries.
Where This Is Going
This shift is still early, but the direction is clear.
Search is moving toward:
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Fewer clicks
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More direct answers
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Greater reliance on trusted sources
For commercial real estate, that means:
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Educational content is becoming more valuable
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Visibility is no longer limited to rankings
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Being cited may matter as much as being ranked
We’re continuing to build around that shift.
Because at this point, it’s not theoretical—we’re already seeing it influence how prospects find us.
FAQ: AI Search and Commercial Real Estate Leads
Can ChatGPT generate real commercial real estate leads?
Yes. We’ve confirmed that some inbound leads are coming directly from ChatGPT through UTM tracking. These leads are similar to traditional inbound leads, but they are using AI platforms as part of their search process.
What is AEO in commercial real estate marketing?
AEO (Answer Engine Optimization) is the process of structuring content to directly answer questions so it can be used by AI platforms like ChatGPT, Gemini, and Copilot, as well as Google AI Overviews—the summarized answers that appear at the top of search results.
What is GEO (Generative Engine Optimization)?
GEO focuses on making content easy for AI systems to understand, summarize, and cite by using clear structure, defined terms, and strong contextual signals.
Do you still need SEO if you focus on AI search?
Yes. SEO is still the foundation. AEO and GEO build on top of SEO—they don’t replace it.
