So we're going to talk about AI today. And one of the promises of this talk was to talk about REW's roadmap. And so here's a quick sneak peek. I'm going to talk about a lot of really exciting potential features we could be developing at Real Estate Webmasters from an AI perspective. But the other promise of this talk, and I think this is probably what attracted a lot of people, is the discussion around SEO and AEO and GEO and the ABCDEOs, all all the things and how that's changing for two thousand twenty six and beyond, especially with AI.

And so I wanted to start with my tab here first really quickly, but a concept that not everyone is necessarily familiar with the real estate webmaster. So I just wanna sort of set the stage. So at REW, we tend to work with or or attract three different kinds of people.

Right? And we put them into these ideal customer profiles or categories. First is the visionary. People who they don't just accept the world the way it is, but, where there's other proven path paths, they wanna create new ones, trust their instincts. They invent all the coolest, newest stuff.

And so visionaries are, candidly, my favorite people to work with. They want to invent new stuff, and that's a lot of what we're going to be talking about today.

The next group is the optimizers. Guys like my friend Justin Haver here.

Very similar to visionaries, except they show up in a different way. They wanna show up and they don't necessarily wanna invent the new stuff, but they wanna be the absolutely front of the line early adopters as soon as it's tested, as soon as somebody else is, you know, taking that first leap and gone through a bit of the frustrating inventive process. They wanna lean in, they wanna grab it, they wanna make it better. So those two profiles, the visionaries and the optimizers, they work well together and they're often best friends because they feed off each other.

Right? The optimizer helps the visionary make their ideas better. And I'm hoping we have a lot of optimizers on this call and I know we do. Right?

So then the last group is our attractors. You know, folks like the Fredrik Eklunds and the Ken Pozix and whatnot. Right? These are the people who are really, really great at taking those great ideas and bringing them to scale on social media, on video, things of that nature.

Right? If we've invented the idea and we've taken it through the optimization process and we've made it awesome, how do we then take it to the world? Right? So those are our three profiles, and I think there's a great group of folks on this call that are within those ICPs.

Myself, I sit in the visionary category.

I would way rather be inventing stuff than selling it. I would way rather, you know, be coding than, than making videos about it. Right. And so I need my optimizers and my attractors as well, because we're all complimentary to each other.

Right. So we're going put the inventing stuff to the back because I also want to talk about this AEO SEO thing. And I think this is a really critical topic, for, for folks who are in that transitionary period where they're wondering what they need to do for their SEO and their marketing strategy going forward. Because the reality is guys, like SEO is my background, as I'm sure most of you know, SEO is changing considerably.

And in fact, the acronym is being kept, which is kind of fun. They're changing it from search engine optimization to search everywhere optimization.

And this is a really critical concept that I wanna talk about first. And so as I'm sure you know, if you do a search for instance in Google these days, I'll go do one now. This is probably your experience when you use Google today. You ask a more in-depth question.

Right? In this case, I needed to know how to enable push notifications on the REW CRM. I should know how to do that because we invent the software, but I couldn't remember how to do it. And so I Googled it.

Right? And what happens today in Google is Google tries to answer your query with AI. Google does not try to send you to a website first. I think we can all agree that's been your experience almost exclusively in two thousand twenty six.

Right? Further down the funnel, sure, they do click for more information. But the reality is this is what a Google search looks like today when you don't have ads enabled and whatnot. You would also have ads and whatnot.

And so the first trick, if you're still relying on Google, is to understand that Google's different now. Right? It's not about who ranks number one organically. Sure.

It's the traditional number one position. Right? But above that is always gonna be AI. And typically, will be references as well.

So our first thing to know is if we wanna stick with Google, we need to understand that we want to rank in AI, which is why I think a lot of you are here.

And so here's the good news about this is that ranking in AI Google actually requires just more of the same of what you were traditionally doing.

So high quality content, unique content using a pillar strategy so that you build out not just superficial individual landing pages, but you go deep. You have sub pages, have like so like add real estate webmasters, for instance, in this example. When we produce a piece of content around our software, around anything, we do a blog post, we do a video walkthrough, we do a forum post, we do a CMS page, etcetera. All of them support each other and they build this network of related content. Because what we're trying to do is we're trying to work with Google's algorithm around it's called EAT, right, or double e a t. Stands for experience, expertise, authority, and trust.

And so it's really important to understand that version one of Search Everywhere optimization is continuing to do a really great job on your website with your SEO content.

But what you probably some of you who are a little more progressive already know is that there's technical aspects to this as well.

Google really cares if your content is mobile responsive, for instance. That's why when you use the Google PageSpeed tool, you're gonna get a score for both mobile and for desktop. They really care about accessibility, performance, all that sort of stuff. And so, you know, the very baseline of Search Everywhere Optimization with respect to Google is you need to make sure not only do you have great content, content pillars, true experience, expertise, authority, and trust, but you have to have your technical stuff taken care of. And so I asked my account managers, because we were talking about what holds people back from taking on new technologies, from upgrading their websites. And they say, well, they're worried about their SEO. They're worried that whatever they've established in the past is working, and they don't wanna change it.

And, guys, I get that. Right? In fact, as I mentioned, I run a real estate team.

And when I go into my CRM, this is my actual real estate CRM. Right? And I'll do a quick search, and I'll go created thirty days. K?

And so I have a hundred and ninety one leads captured in the last thirty days. How many of those come from Google?

Right?

Hundred and forty four of a hundred and ninety one.

I believe in SEO. I know it's still valuable and we can demonstrate that it's still working.

So I get that people don't wanna risk their SEO because it's, you know, it's the golden goose. It's the thing that's still driving their traffic.

And so what I wanna say to that is that number one, the reason I still get a lot of leads from SEO is because I've adapted. I'm not just relying on the old strategy of one page, a bunch of keywords, etcetera. You have to continue to build out the progressive sort of iterations of what Google requires. You need to have content pillars.

You need to have structure. You need to focus on EEAT, and you need to focus on the technical aspects. Right? But Google does still work in real estate.

In fact, we generate tens of millions of dollars of pipeline in leads every single month from Google itself. Okay? So it does still work. But if you are still benefiting from that old strategy or you're sort of benefiting, I'm here to tell you, if you don't have the newest platform, you don't have, like, page speed, you don't have mobile responsiveness, you don't have all the technical stuff taken care of, you are losing ground fast, and most of your Google leads are going to go away in the next six to twelve months.

I can promise you that. They probably have already started to slow down, and that's not because Google has pushed them down the ranks of it. It's because you have not kept up with the Joneses. You have not kept up with the technology, and Google expects speed.

They expect accessibility. They expect web performance. And so that's the first thing about the people who who are scared to upgrade their platform because they think they're gonna lose something.

If you don't upgrade your platform, I guarantee you, you are gonna lose everything. That's the real challenge. Right?

And so next in search everywhere optimization is that people don't just search in Google anymore. Google is losing ground fast.

And depending on who you ask, it could be five years, it could be ten years, but most pundits are are saying that the dominance that Google has had over the last twenty years will become dispersed in the next five to ten years.

Many of you probably use ChatGPT already, and it probably looks something like this.

I've gone ahead and created a search. Right? Just to give you an example of how people search today using, say, ChatGPT as an example. And I've said, I want you to ignore just for the purpose of this, I need to reset the algorithm. Right? I want you to ignore all the data or information you have stored on me and pretend I'm not making this search. I want you to pretend that I'm a local real estate consumer in Nanaimo and I'm looking to sell my house.

My question is, I want to know who the best team is that focuses on luxury and waterfront and gives back to the community. Right? I've structured this as a very long tail inquiry because that is how consumers search.

They have built a relationship with AI, and they don't search Nanaimo real estate or Nanaimo luxury homes. AI is not a keyword search. You have conversations with AI, and AI helps you get better at prompting over time. Consumers use AI as their personal confidant, as their trusted adviser.

And the the crazy thing about this is that people will now instead of doing what they used to do, they used to go check reviews, they used to go check Google, they used to do a bunch of things. They now trust AI to do all of those things for them, and they will make a business decision. They will pick up the phone right from AI. Right?

Or in this case, thankfully, came back with based on the criteria you gave me, my best ranked choice is Keri Real Estate Group followed by x, y, and z. And who's the only person to get a link from here is the Keri Real Estate Group. And then it goes in to explain why if I need it, or I could click through, and there's our smiling faces, there's our team. Right?

So ranking in ChatGPT or Gemini or what you call Google Google's AI mode or Claude, it doesn't matter. You need to be able to rank everywhere. That's Search Everywhere optimization.

Okay? And so with respect to Search Everywhere optimization, what did AI do? And we could get into it. We're not gonna go into all all of this stuff. Right? But you can literally get AI to explain the sources used and why they went and looked at it and how they went and looked at it.

And it'll tell you exactly what you would expect. I went to the internet and I checked what I know to be all the authoritative resources. I also went to social media and I looked for citations. I went to Reddit.

I went to Facebook. I went to LinkedIn, etcetera. Right? And I didn't just look for mentions of this particular brand, but I looked for mentions of this particular brand in context.

Okay?

And so the challenge with search everywhere optimization is AI is really smart. They're doing this work, but it needs to be able to go out and find you everywhere. It's no longer good enough to just have a website with content or just be posting on social media on just one platform.

You actually have to have a distributed content strategy.

Okay? Now I'm gonna give you an example of something I've built just to get you to think about how you should be thinking about search everywhere optimization. K?

So I'm gonna show you a tool that I've created called Noray. I built this application just as a storage for video and I realized, wow, we have some really great assets here.

We have the transcript, for instance, which is one hundred percent unique content, experience, expertise, authority, and trust.

I was like, I can just take that transcript, create a blog post, and it's the only time my transcript in a search engine spiderable way will be showing on the page. So I'm already doing EEAT for Google. Right?

But then I thought about it. What do I wanna do with this content? Because the challenge of course with search everywhere optimization is then I need I now need to figure out nineteen different ways on nineteen different platforms to get this content out there and not have it duplicated.

And so I was able to use AI and train AI in order to actually repurpose that one hundred percent unique content. So it is not AI generated content. AI is only massaging it based on the rules I told it to you and it's creating a CMS page for me.

And I have it building a companion blog post for me, just like I would do if I was a marketer and I had to write all this content from scratch. I've trained it to be like me. And then what would I be doing in marketing? Well, I wanna take that and make a LinkedIn post as well, complete with all of the strategies that work best with LinkedIn, including emojis and icons and things of that nature. And then Facebook, and of course, I could put TikTok and things of that nature here as well. I can build a tool using AI that actually distributes my content and allows me to show up everywhere with citation that is connected, that is coherent, and that supports whatever initiative I'm trying to do.

So let's talk quickly about the role of websites in all of this. You need to think about your website as the place that you can control the content and the access. Not only do you control the website content and the store and the quality and everything else, including gaining it or not getting it and whatnot, but you can also provide a differentiated experience. And I truly believe that both Google and AI care about that.

Right? Google still needs a place to go get its content before it can populate its AI. AI still needs a place to get its content before it can make a recommendation, etcetera. And so think about your website as the true authority of you.

Use that as your starting point. And then, of course, if later you need to change your website, it's yours. You can change it. Right?

Okay. Let's jump into some of the features because this is a thing that obviously, there's lots of reasons lots of negative reasons why you need to upgrade your website. You don't wanna be insecure. You don't wanna have spam.

You don't wanna be slow. All that stuff. But also being on the latest platform, whether it's Follow-up Boss or REW or whatever, it doesn't matter. You need to make sure you stay current because you wanna use the newest things.

And as we just talked about, like, literally, ChatGPT is old now.

It moves so fast, and we need to make sure we're moving with it. And so for real estate webmasters, from a technology perspective, we can't run AI on the old stuff. It just it's too slow. It doesn't work.

Deprecated. AI doesn't work on four, five, six year old servers. And so if you wanna be able to ever be in this conversation, if you ever wanna be able to try out tools or do different things or even develop on AI, you have to be on the the most current platform because perplexity or anthropic or ground or whatever, they they require it. Okay?

But yeah. So here's some of the examples. So Rupert, just by way of, reminder, Rupert is the name of our AI chatbot. Right?

So anywhere in the back end that you interface with REW's AI, it's Rupert. Right? So just show you that what he looks like today.

So the idea is, you know, what do we want Rupert to do more of? So Rupert can fly out. He's your he's your GPT agent. Right?

You can type things in. You ideally, in the future, you'll be able to talk to him. So today's Rupert interfaces with OpenAI and ChatGPT. So you can have them, like, write blog articles and do SEO and stuff, but he can't look into your database.

So this is one of the things you'd be able to do. Like, I wanna ask Rupert, hey, Rupert. Of all my agents last week, who made the most phone calls and who had the most connections? And I just wanna ask him that and you should be able to go and tell me.

Or would you prefer us to prioritize a customer facing chatbot on the front end where, you know, traditional, you go to HubSpot today, you're gonna talk to an AI chatbot. We could build that. Or do you want us to invest in something like list assist? Do you want us to build the IDX to be able to be language searchable?

By the way, all these check boxes, these are all ones that we've all said yes. Somewhere in the roadmap, we need to build all of these. The nora content generator. That's what I was showing you with the videos and the distributing the content all the way across the web search everywhere optimization.

Right? Obviously, everything needs speech to text.

Conversational chatbots behind the scene, being able to talk to a chatbot and agents and stuff like that in the back end.

God, there's so much stuff in here. Suggested actions, analyzing leads, recent activities, and history to recommend the most relevant follow-up actions for agents to help them do a better job.

Guys, we're inventing so much cool stuff. I mean, honestly, I think, Mariah, are you on the call? So did you tell me you took that new tool live that we're building for the CMA stuff? Yes. The compare in My Homes.

We now have a thing called my homes where you can actually add properties to your website, including stuff like your down payment, your interest rate, all that sort of stuff. And you can have like a save search kind of like Homebot from the back end. But then you can also do a multi select, and then you can do things like compare the listings as well as I don't have any home set up because I just got notified. I can literally do my own CMAs on the front end by pulling in my own home, which is in my dashboard and comparing it to MLS properties, which is super cool.

So we're doing lots of stuff on the front end. You can even change the display of stuff, right, which is a totally new thing. So like, let's say your search results for instance, you wanna have more or less in your search results. I can literally turn stuff on without even having to go to the details page and I can add as much or as little information from the MLS as I want in my snippet as a user.

So on a per user basis, like these are the kinds of things we're inventing at Real Estate Webmasters every quarter. So if you're able to join more of these calls, if you like this kind of stuff, there are no secrets here, guys. I want your feedback. I wanna know how to make it better.

Okay. I think we're out of time. Hopefully this was valuable. Thank you guys so much. I hope you enjoyed the talk and I'll see you next month. You, Morgan. Bye.

Thanks, Morgan. Bye. Thank you.