I remember growing up playing Little League. Every spring, the back of our uniforms had local sponsors printed on them. A dentist. A pizza shop. A real estate agent. Those businesses were woven into the community, and everybody knew their names.

One of the most common conversations I have with clients goes something like this: "Kyle, I have my IDX on my website. It's syncing with the MLS. Why am I not showing up for homes for sale in my area?" And the answer is almost always the same. Simply having an IDX is table stakes.

Google just made its biggest changes to search in 25 years. AI Overviews, AI Mode, Information Agents, agentic booking, generative UI. If you're a real estate agent, team lead, or brokerage owner, you've probably heard the buzz and walked away with more questions than answers.

It's a common scenario: someone uses ChatGPT to write a batch of blog posts, then hears from a colleague that Google is going to "find out" and tank their site. The instinct is to delete everything and start over. That's almost certainly unnecessary.

I’ve been doing SEO since 2012, and in that time, SEO has “died” about a dozen times, yet I’m still here. So when people ask me what’s changed about search in the last year, my honest answer is: a lot. The biggest shift is in how people actually search now.

I get this question every week from agents and team leaders: “how do I show up in ChatGPT?” And I know why people are asking. ChatGPT is the most commercialized AI platform out there.