Is AI Recommending You? Conduct a Visibility Audit to Find Out

When a prospective client asks an AI tool, “Who’s the top real estate agent in {your city}?”, what response does it give?

That answer may matter increasingly more than any search result, social post, or sponsored ad. Large language models (LLMs) like ChatGPT, Claude, Gemini, and Perplexity are changing how people discover businesses, evaluate expertise, and make high-stakes decisions. These systems just generate information but they also, more importantly, shape perception.

For real estate professionals, this shift represents both a risk and an opportunity. If your brand, business, or name isn’t appearing in LLM-generated responses, you could be excluded from conversations in the research stage of the customer journey.

This article walks through how to conduct an LLM visibility audit: A practical, repeatable process to evaluate how these AI systems recognize and represent you. You’ll learn how to assess your current footprint, identify gaps, and take action to strengthen your presence across the platforms shaping digital visibility today.

Understand how LLMs access and interpret information

Before you audit your presence, it’s important to understand how different LLMs source and surface content. Not all models operate the same way.

• ChatGPT (OpenAI): As of May 2025, GPT-4-turbo has a knowledge cut-off from late 2023 unless connected to web browsing. Its default responses often pull from its training data, which includes public websites, articles, and structured sources like Wikipedia and review platforms.
• Claude (Anthropic): Claude leans heavily on static datasets and curated content. It often favors clear, well-structured information with strong context, particularly from high-authority domains.
• Gemini (Google): Powered by deep integration with Google’s index, Gemini frequently pulls from live web content and Google-owned platforms, giving it more real-time awareness.
• Perplexity: This model is search-augmented by design. It cites sources directly and often surfaces content from newer blog posts, press coverage, or reviews.

Understanding these differences helps you tailor your audit. If one model omits you entirely while another cites your blog, the discrepancy offers insight into where your brand is (or isn’t) showing up online.

Run visibility queries across models and scenarios

To assess how well language models represent your brand, you need to test them as your clients would by using the kinds of questions people actually ask when seeking real estate guidance. This process helps discern how your digital presence holds up when AI becomes the gatekeeper.

Start by querying the most widely used models (ChatGPT, Claude, Gemini, and Perplexity) with a mix of general and specific prompts. Rotate between direct name checks and discovery-style searches:

• Local reputation prompts
  • “Who are the best real estate agents in {city}?”
  • “Top luxury brokerages in {neighborhood}?”
  • “Which real estate professionals specialize in {property type} in {region}?”
• Comparative prompts
  • “Compare {your name} with {competitor’s name} as agents in {area}.”
  • “Is {your business} or {competitor} better for luxury homes in {market}?”
• Topical inclusion checks
  • “What’s happening in the {city} real estate market right now?”
  • “Recent developments in {neighborhood} real estate?”
  • “Who should I follow to stay informed about {local market} trends?”
• Entity awareness prompts
  • “Tell me about {your name} as a real estate professional.”
  • “What is {your company’s} reputation in the housing market?”

Be sure to run all prompts in incognito mode or while logged out to mimic how a first-time client would interact with these tools. This avoids personalization based on your search history or account activity, ensuring you see unbiased, default responses.

It also creates consistency for future benchmarking, helping you track how your visibility evolves over time. Document each response and setup (browser, mode, date) alongside the responses to maintain a reliable audit trail.

Screenshot answers, save citation links, and make note of which details are accurate, outdated, or missing. If models list your competitors but not you, dig into what content, press, or platforms they’re appearing on that you are not.

Over time, these prompts can act as benchmarks. Run the same set quarterly and monitor how your representation evolves.

Strengthen your footprint through structured presence and local authority

Once you’ve identified where your brand does or doesn’t appear in LLM responses, the next step is to influence those outcomes ethically and effectively. Large language models learn by recognizing patterns of authority, consistency, and relevance across the open web. Your goal is to make those patterns unmistakable.

Start with the foundation: structured data. While LLMs process unstructured text, they benefit from signals embedded in well-organized websites. Use schema markup to clearly label your business name, location, service areas, professional role, client reviews, and contact information. Structured data helps systems interpret who you are and what you offer, especially when those markers are consistent across multiple domains.

Equally important is reinforcing your local SEO infrastructure, which aligns closely with LLM visibility. What helps you rank in Google often helps AI models understand your relevance within a region or niche. To support both:

• Maintain absolute consistency across your online profiles. Your name, brokerage, service region, and specialties should appear verbatim on your website, Google Business Profile, Zillow, LinkedIn, and industry directories.
• Secure local media coverage. Models tend to favor entities mentioned in reputable publications. Even a short feature or expert quote in a regional outlet strengthens your authority signal.
• Invest in detailed, hyper-local content. Blog posts that address questions like “What to know before buying in {neighborhood}” or “Best schools near {zip code}” not only help SEO, but also offer fodder for models like Perplexity that pull from recent, relevant posts.
• Prompt satisfied clients for reviews that highlight location, price point, and property type. Language models often pull descriptors like “trustworthy luxury agent in Beverly Hills” directly from testimonial content.

Finally, ensure your brokerage and listing platforms include optimized agent bios with a tight focus on your specialties. Avoid vague language. Use precise descriptors that models can associate with your brand identity.

Maintain visibility as models evolve

The LLM landscape isn’t static. These models are retrained regularly, with updates that can shift how they interpret entities, rank relevance, and cite sources. That means visibility today doesn’t guarantee recognition tomorrow.

To stay ahead:

• Re-run your audit quarterly. Use the same prompt set, compare results over time, and look for changes in source attribution or descriptive language.
• Track platform announcements. OpenAI, Google, Anthropic, and others release update notes that often signal changes in model behavior or data sourcing.
• Adjust your content calendar. If Perplexity is citing newer blog posts, increase your publishing cadence. If Gemini favors Google-indexed profiles, invest time in refining those entries.

Consistent presence is cumulative. The more credible signals you send and the more platforms they appear on, the harder you are to overlook.

Lead with value, not manipulation

As with any new technology, there’s a temptation to “game the system,” but resist it.

Trying to force your name into LLM results by keyword stuffing, fake reviews, or superficial content will not yield sustainable results. More importantly, it risks eroding trust with both your audience and the platforms themselves.

Instead, focus on building genuine authority. Provide content that answers real questions. Maintain transparency across your channels. Treat visibility not as a vanity metric, but as a reflection of your relevance in the market you serve.

Let Luxury Presence elevate your brand in the age of AI

At Luxury Presence, we help real estate professionals build visibility that goes beyond the screen. Our platform is designed to amplify your brand across every digital touchpoint that matters, from high-performing websites and strategic SEO to personalized content, listings marketing, and review optimization.

Whether you’re establishing your brand or refining an already distinguished presence, we equip you with the tools to be found, trusted, and remembered by people and by the platforms shaping tomorrow’s discovery journey.