At BAM Camp 2025, Lisa Chinatti asked a question that made the room shift in their seats:
What happens when a buyer types “Who is the best real estate agent in [your city]?” into ChatGPT?
For most people, the answer wasn’t them. For Lisa, it was. And the payoff is big.
As she told the audience,
“Just last week, we ended a transaction that generated $60,000 of gross commission income for the company without paying a single referral fee or a single penny in lead costs.”
The client didn’t come from Zillow or Realtor.com. They came from an AI search.
This is the new SEO. And if you want ChatGPT to call you the best agent in town, you’ll need to rethink how you approach your online presence.
Why AI Search Is the New Battleground
Consumers are moving fast from Google into AI-driven search. Lisa compared it to the early internet, when people were guessing whether Yahoo or Bing would win the race.
“I put my money on the fact that ChatGPT will probably be the online leader with respect to AI-generated search.”
The numbers back her up. In 2024, 34% of U.S. adults were already using ChatGPT at least once a month. And those paying for ChatGPT Plus skew higher in intent and income, exactly the kind of audience agents want.
The results for Lisa’s team speak volumes.
“The average sale price for those leads is over a million dollars. It’s actually over $1.5 million, making the value of the leads generated by ChatGPT almost three times higher than the value of a lead that we close from any other resource in our business.”
The Power of Hyper-Local Content
Generic content like “How to buy a house” pages won’t help you win in AI-driven search. Lisa emphasized the need to go deep into neighborhoods, schools, and even specific streets.
“Truly, truly get as hyperlocal as you can. What do people Google when they’re moving to Boston with kids? What do sellers in a high days-on-market market search for when their home isn’t selling?”
Instead of trying to be an expert everywhere, narrow your focus.
“In Boston, we’re never going to be hyper-local experts from Boston to the Berkshires. It’s never going to happen. We’ve got to pick one area where we can be the hyper-local experts.”
Structure Matters: How to Speak ChatGPT’s Language
Content needs to be structured the way AI looks for it. That means:
- Clear headers
- Direct Q&A formats
- Bullet points and lists
“ChatGPT prioritizes direct Q&A,” Lisa explained. “They prioritize looking at things in bullet format.”
Branding is another critical piece. Every landing page should include your name, location, and expertise. If you’re part of a team, leverage that authority too.
“Your name should be on every landing page that you develop… written with your name.”
Why Google My Business Is Your Secret Weapon
It’s not just your website that needs attention. Google My Business (GMB) is central to visibility in AI search. Most agents set it up once and never touch it again. Lisa made it clear that’s a mistake.
“How many of you are updating your Google My Business page more than once a week? You are missing the boat if you are not.”
Her advice: repurpose blog posts into 100-word GMB posts with hashtags and links back to your website. Add Q&As based on consumer questions.
And don’t forget reviews. While you can’t always control what clients write, you can respond with the right local keywords in a natural way.
The One-Hour-a-Week Authority Plan for AI Search
The best part of Lisa’s system is that it doesn’t require a massive time investment.
“One hour a week is all that this takes,” she said. “We rebuilt our entire website from top to bottom, and we’ve done it by doing one hour a week very consistently for the past six months.”
The process is simple:
- Use one prompt to generate a blog post.
- Turn that post into an FAQ or downloadable checklist.
- Repurpose it into a Google My Business post.
- Link everything together.
She recommends building a library of 10–20 prompts you can reuse, so the process gets easier every week.
Pro Tip: Sharran Srivatsaa’s AI SEO Playbook here breaks this down step-by-step. Grab it here.
Lisa even uses ChatGPT to generate instructions for her marketing team.
“I ask ChatGPT to give me 100 percent of the posting instructions. It will give the meta tags, the meta title, and everything else we need to know in order to get all of this content posted on our website.”
The point is consistency, not perfection. Every week you show up, you build authority that compounds over time.
If there’s one thing Lisa made clear at BAM Camp, it’s this: AI search is not a future problem. It’s here, it’s growing fast, and it rewards the agents who adapt now.
Start small, stay consistent, and watch as your name becomes the one buyers and sellers see when they ask ChatGPT who the best agent in town really is.
