The 5 Prompts Home Buyers and Sellers Are Using — And How You Can Make Sure You’re Part of the Answer

Real estate brokerages have always competed on reputation. For decades, word of mouth, Google reviews, and social media have shaped how consumers choose who to trust with their biggest financial transaction.

But today, a new powerful influencer is entering that decision-making process — ChatGPT. Today, 59% of consumers said they’ve used at least one AI-powered platform to support their homebuying journey and get information about the real estate market, according to a new study from Veterans United Home Loans. 

More and more consumers are turning to AI tools to research local companies before they ever visit a website, read a review, or pick up the phone.

They’re asking ChatGPT questions like:

  • “Which brokerage sells the most homes in my city?”
  • “What are the best real estate companies for first-time buyers?”
  • “What brokerages is best at selling properties fastest for the highest price? 
  • “Who are the most trusted real estate firms near me?”

 

And in just a few seconds, they get a clear, confident answer.

If your brokerage isn’t part of that answer, your brand may not even enter the consumer’s consideration set.

The Rise of AI-Driven Discovery

AI is changing how consumers research and choose who to work with. Instead of searching through a list of links, buyers and sellers or calling their friends for advice, consumer are now asking direct, conversational questions and expecting instant recommendations.

ChatGPT’s responses reflect the patterns it’s learned from millions of sources: your website, reviews, social media, press coverage, and even what your competitors say about you.

That means your “AI reputation” what ChatGPT believes about your brand is now just as important as your SEO ranking or Google reviews.

The smartest brokerages are learning to anticipate what consumers are asking ChatGPT and ensuring the AI finds accurate, positive, and current information to reference. 

 

The Five Prompts Consumers Are Already Using

Below are the five types of prompts home buyers and sellers may use and what each one reveals about how your brokerage is being represented to potential clients. When you get the answer to a prompt, continue to go deeper. Ask ChatGpt things like “why did you say [Brokerage A], is better than [Brokerage B]. By asking follow-up questions you will start to see how ChatGpt thinks and what it prioritizes so you can add content that will help your brand position improve over time. 

Importantly, you need to repeat the prompts regularly.  As you add more information, check back and see if it is making a difference in how ChatGpt describes you. Remember that ChatGpt continues to learn so you can train it by the content, customer feedback and press coverage you secure. 

1. “Compare [Brokerage A], [Brokerage B], and [Brokerage C] for buying or selling a home in [city].”

This is one of the most common AI questions — a side-by-side comparison.

ChatGPT will summarize what’s distinctive about each brokerage: size, reputation, marketing reach, and technology.

Recommendation:  If your brand isn’t clearly differentiated, you’ll blend into a sea of “great service and experience.. To win on ChatGpt, make sure your website and media coverage clearly articulate your unique value and highlight your local expertise, innovation, agent support, or community impact. AI models can only amplify what they can find.

 

2. “What are the pros and cons of working with [Brokerage Name]?”

This prompt synthesizes what the internet “thinks” about your company from client reviews and media coverage to agent testimonials.

If ChatGPT lists generic positives but highlights outdated or inaccurate negatives, it’s a sign your online reputation is out of sync with reality.

Recommendation:  Audit your online content and reviews. Make sure your strengths like responsiveness, marketing innovation, results are consistently highlighted in public forums. Encourage your agents to participate in online reviews with companies like Testimonial Tree, RateMyAgent and others. 

 

3. “Which real estate company is best for selling a home quickly in [city or region]?”

This is where performance perception matters.

ChatGPT looks for signals of success: local listing volume, press mentions, awards, and market coverage. Brokerages that share data-driven success stories tend to dominate this type of query.

Recommendation: Regularly publish market updates, success metrics, and case studies that reinforce your brokerage’s effectiveness. The AI will notice.

 

4. “What do clients say they like most about working with [Brokerage Name]?”

This question highlights emotional connection and service reputation.

ChatGPT summarizes what’s repeated most often across testimonials and reviews — professionalism, communication, marketing, or culture.

If your competitors’ “likes” sound more specific or heartfelt than yours, they’ll appear more trustworthy.

Recommendation: Encourage clients and agents to share authentic stories and testimonials online. Real examples give AI models the language they need to represent your brand positively.

 

5. “Who are the most trusted brokerages in [city or state]?”

Trust is the ultimate differentiator.

When ChatGPT answers this, it’s aggregating brand mentions, consistency, and sentiment, not ad spend.

If your brokerage doesn’t appear in the top mentions, it’s not necessarily because of performance; it’s because your story isn’t being told frequently or clearly enough online.

Recommendation:  Create fresh, factual, and frequent content that reinforces your longevity, leadership, and results. AI gives more weight to recency and reliability than to paid visibility.

 

What These Prompts Mean for You

Think of ChatGPT as the new “pre-interview.” By the time a consumer reaches out to your brokerage, they may have already asked AI what it thinks about you.

That means your digital presence and how well it reflects your values, performance, and personality now acts as your first impression.

If ChatGPT’s answers don’t align with who you are, that’s a gap you can close.

 

How to Strengthen Your AI Reputation

  • Audit your visibility: Type in the five prompts above using ChatGPT and see what comes up. Document where your brand is mentioned — and where it’s missing. 
  • Update your content: Refresh your “About Us” page, press releases, and Google Business profile so AI models can find the most accurate information. 
  • Promote your differentiators: Don’t assume the market knows what makes you special. Highlight results, local expertise, and community leadership often. 
  • Encourage authentic reviews: Positive reviews on Google, Zillow, REALTOR.com and other industry platforms help reinforce the qualities you want AI to associate with your brand. 
  • Be consistent: ChatGPT responds to repetition and clarity. The more consistently your story is told across channels, the more confident AI will be in recommending you.

 

The Bottom Line

Consumers are already using AI to decide who they trust and they’re not waiting for you to catch up.

When a buyer or seller asks ChatGPT which brokerage is best in their area, that’s a moment of truth.

If you’re not part of the answer, you’re not part of the decision.

It’s time to take control of your AI reputation — not by gaming the system, but by telling your story more clearly, more consistently, and more authentically than ever before.

Because in the new world of AI-driven discovery, the brokerages that show up first in ChatGPT aren’t just visible. They are getting more opportunities than others and  they’re winning.