AI Doesn't Care About Your Experience

Transcript cleaned from the episode recording. Hosts are Twiggy and Keith Robinson; guest is Bobby Kerr of LOC8 My Business.

[0:00] Bobby Kerr: Agents are thinking that AI recommends like the best, most long-standing, successful agents. No. And AI tools don't care. Google doesn't even really care. All of your expertise, your decades of experience, your transaction count, your volume count — all still matters. But if that story is not being told in the places that Google and AI search tools are looking, then you're a ghost to all of those tools.

[0:29] Host: You talk about it privately, we talk about it publicly. This is the Real Estate Insiders Unfiltered podcast. Welcome again to the Real Estate Insiders Unfiltered podcast. I'm your host Twiggy, along with Mr. Crazy Uncle Keith.

Keith Robinson: That's me.

Twiggy: Master class today by Bobby Kerr, the Google guy Kerr, founder of LOC8, a marketing agency. Take it away, because I was just taking notes the whole time.

Keith Robinson: Yeah, me too. To start with, he's basically done everything in real estate. He started a home inspection company, a mortgage company, an insurance company, and all sorts of other stuff. But this conversation was a master class in online marketing and, specifically, being found by AI. He talks about the E-A-T process to get all that good Google stuff. I will not tell you what it is. You must listen. He gives you the exact foundational approach to being found on AI — the number one question I get asked by agents when I speak. The five things you need in every single review for it to be the most powerful, your Google Business Profile and why it's hyper-important today, the other places that you have to be, and so much more.

LOC8 is his marketing and branding company, which we will have in the show notes when you get to listen to the episode, but he basically just dumped his brain out into a microphone on exactly the number one question that I get asked, which is, "How can I be more relevant? How do I get found on AI?" You need this episode. Put it in your ears, kids.

[2:44] Twiggy: Bobby, welcome to the podcast. Excited to have you here today. By the way, I just want to say props to the setup, man. I love the outfit.

Keith Robinson: For the audience listening, it's a beautiful floral print polo with some teal and orange and dark navy — matching branded hat, the locks flowing beyond his shoulders. He's got the fresh Nikes to match. Trust me, kids, go to YouTube. It's worth the visit. Bobby is looking beautiful today. I love it. This is why he's a marketing guy.

Twiggy: So, let's talk about how we can sell more houses with the Google. All right, Bobby, give us the rundown. How'd you get into this crazy industry?

[4:02] Bobby Kerr: Man, I'll tell you what. I was getting my license to be a real estate agent about 12, 13 years ago, and going through the process of licensing you obviously learn about all facets of real estate. I got to the home inspection portion and I had been around construction — my grandfather had a custom home building business, and I'd bought and sold 15 homes by the time I was 25. And I said, you know what? Every home inspector that I ever had was 65-plus, was overweight, was analog, and everything was paper. And I said, you know what? Let's just flip this on its head — make it a relationship business, make it a marketing business that does really killer home inspections. And I started my first real estate-based business, and that was a home inspection company. That company now does over 2,000 inspections a year. I've since sold it to my partners, but that was my introduction into real estate.

Then I got into the mortgage space as a vice president of a mortgage brokerage. Then we started a property and casualty insurance brokerage. Had the vertical stack, right? So it was working out really, really well. And then I got into obviously helping and coaching real estate agents with real estate teams too. And all of that kind of morphed into everything I did to help scale those companies. But it was built on the back of Google Business Profile. And so when we started LOC8, our marketing agency for real estate professionals, it was just kind of a no-brainer to take everything we had learned about scaling and branding and marketing a real estate-based business, and now let's teach real estate agents how to do the same thing.

[9:17] Twiggy: So you're deep, like super deep, into AI search right now — teaching agents how to show up on ChatGPT and Gemini. What made you focus there, and what's the one thing agents are getting wrong about AI search today?

Bobby Kerr: That's a great question. Honestly, the whole deep dive into AI visibility was by accident, because we've been Google Business Profile experts for about 10 years — scaling all those other real estate businesses and teaching real estate agents along the way. And luckily for us, all of those AI tools — ChatGPT, Gemini, Perplexity, Claude, Copilot, etc. — they're all pulling data from Google Business Profile one way or another. Some of them are directly, some of them are not. Obviously, Gemini is a Google product, so it's pulling directly from Google Business Profile. The Google AI Overviews are all pulling straight from certain sections of the business profile. So that's how we got into the AI space.

To answer the question directly — what are agents getting wrong? Agents are thinking that AI recommends the best, most long-standing, successful agents. No. And AI tools don't care. Google doesn't even really care. Now, do you need authority? Do you need expertise? Do you need to have all these things displayed online in order to be recommended by an AI agent? That is true. So, all of your expertise, your decades of experience, your transaction count, your volume count — all still matters. But if that story is not being told in the places that Google and AI search tools are looking, then you're a ghost to all of those tools.

I had a client where a mother and son team hired us to do all of their Google Business Profile stuff, which, of course, turns into their AI stuff. And she called me because I had helped the son first, and she goes, "Well, you've optimized my son's Google Business Profile and he's been in the business for 14 minutes, and he's already ranking higher than us on Google." And she's been in the business for 20 years. That was her words — 14 minutes. So he's so green that his business profile was already ranking a lot higher than his mom, who's done a thousand transactions in 25 years.

So what are people getting wrong? They're thinking that just because I'm great, just because I've been around a long time, I'm going to be seen. So you have to do the things. You have to tell the story. You've got to make sure that your brand is visible. And we've all been told over the years that if you get nichy — if you have a niche — that's actually how you get more business. And that's absolutely true. It's the people that are just generalists saying, "I want to help everybody and I'm going to dabble and post on Facebook and Instagram, and every once in a while I'll do a YouTube video, and oh, maybe I'll get some reviews on my Google Business Profile. Maybe I'll have a Bing Places account, but definitely not going to have a Yelp or a Better Business Bureau account, because they just don't understand where they need to be."

So being visible is first and foremost, but you've got to be where those tools are looking, and it all starts with the Google Business Profile.

[13:14] Twiggy: Let me have a follow-up on that. If AI is supposed to be the end-all, be-all for research, then what is it getting wrong? You'd think it would look at research on how long has this person been in business, how many transactions have they done in this particular neighborhood — that would be common-sense search. Is it just that the models haven't caught up with that?

Bobby Kerr: Well, no. It's still looking at those things. It's just you have to make sure that those things are out there in the places where they're looking. So sure, there's one place that automatically posts stats, and that's like Homes.com — you're going to see the 12 months of last transactions and volume count, etc. But if you're not telling your own story of what you've accomplished to establish your — Google calls it E-E-A-T: experience, expertise, authoritativeness, and trustworthiness — then there's only one place where those tools can go look. It's on Homes.com. And if you don't have a profile there, then you're absolutely screwed. Does that make sense?

[14:18] Keith Robinson: It also hinges on the prompt writing, right? Most people are using AI like Google, which is a mistake. When people go in and type "who's the best agent in Tampa, Florida" — that's a really dumb way to try to find an agent. And then that's when you get the 14-minute agent. But if you write the prompt like "who has sold the most units in Tampa, Florida and has at least a decade of experience" — qualify the prompt, qualify the answer. People are just woefully behind in prompting.

Bobby Kerr: And honestly, to your point, most people are never typing in "who's the best agent in this giant metro area." People want neighborhood. They want neighborhood specificity. They want very specific things. So in Southwest Florida, somebody's not saying, "Who's the best agent in Cape Coral, Florida?" They're saying, "Who's the best agent that specializes in short-term rental homes with sailboat access, Gulf access connection?"

[15:53] Keith Robinson: I have another follow-up on the whole AI Google juice. Isn't all this just going to change in two weeks and there'll be some new model? I know they kind of all do the same thing, but then they aren't doing all the same thing. How do you balance the pace of change as someone who had a specialty and was in the right place at the right time that translated into this new AI marketplace?

Bobby Kerr: So it does change and it changes often. But the cool thing is, for like the last 15 years, not a lot changed with Google Business Profile. Let's be honest — you got reviews, you posted a lot, and you would rank, and you had a decent website. It is different now. However, the foundational principles are the same. You've got to have a profile. You've got to make sure that you get recent reviews. You've got to have consistent, keyword-rich reviews where people are talking about your business and your geographical areas.

People ask all the time, "Is SEO dead? Is it all about AEO and GEO?" No, the principles are the same. Everything's just built on it — it's just a different version of SEO, if that makes sense. In the last nine months, more has changed with Google Business Profile than changed in 15 years. However, the principles are the same. Sure, there's some quirks. They take away a feature, they add a feature, so we start leveraging this, and then they take something else away, and we leverage that instead.

The biggest thing for agents listening is focus — control the controllables. You can control how you're making your story heard. You can control how often you're asking for reviews from your past clients in your database and your current clients. You can control taking photos and videos of yourself to add to the world's biggest platform, which is your Google Business Profile. So control those things and you're going to be okay.

[18:21] Twiggy: So I know there's someone screaming at their car stereo right now saying, "Just ask him what are the three things I should do to get found on AI." So, hey Bobby, what are the three things I should do to get found on AI?

Bobby Kerr: It's a fair question. Here's your starting points. It sounds like my Google Business Page is really, really important, so that's one. Number two would be to make sure that you are on industry-specific, high-valued citations — which is just a fancy word for platforms. If you don't have a profile on Zillow, Realtor.com, Homes.com, FastExpert, HomeLight — those are all real estate-specific platform citations that AI tools are pulling data specifically from.

So they might go to your Google profile and look, okay, see, great, there's great reviews there, there's good visibility, the website's decent as well. But if you're not on industry-specific platforms with also reviews on those platforms, with all of your statistics, then you're missing out on a massive layer of online visibility.

Twiggy: So just to make sure we got that — it's not just a basic profile. Everybody heard that — "like, I'm on there." It's reviews from clients. It's my sold properties. It's my active properties. It's actual, like, doing something with the profile.

Bobby Kerr: Correct. With Zillow, it's not like you're posting content to it, but you certainly should be getting reviews on Zillow. I talk to people all the time. They're like, "Okay, well, I've got 25, 50, 200 Google reviews, but I've got two on Zillow." There's a disconnect. Google sees that as lacking in trust. So we need to make sure that we're focused there, but you also need reviews on other platforms.

And then, besides the industry platforms — number three — you need to be on some other non-industry-specific platforms. For instance, you need to have a Yelp account for your business. You need to be on the Better Business Bureau with a free account that highlights everything about your business. You need to make sure that if you're plugged in with your local chambers of commerce, those are what they call high-value citations that Google and other AI search tools value as high-trust signals.

When they're trying to make a decision in a matter of milliseconds on an AI search tool about who to recommend — because this is not about a thousand blue links for people to go search through anymore. This is people being told who the most authoritative businesses are, no matter the industry. But for us that are listening to this podcast, real estate professionals, you have to tell your story. So if you're not on all those locations and you're not getting keyword, highly geographical reviews on those platforms, then you're going to be a ghost.

[21:43] Twiggy: Can you stop there real quick? The keyword geographical reviews — I'm assuming that means you're asking the client for specific language in the review. Is that like getting them to prompt a certain sort of response in the reviews?

Bobby Kerr: Yeah. So, just to kind of go 30,000 feet here — Google Business Profile is powered by Google Maps. Let me say that again for the people in the back. Google Business Profile is powered by Google Maps. If you want to update your business, you want to manage your business, manage your reviews — you do it from your Google Maps account on your cell phone or on a desktop. And so this is all a geography game. Every piece of content that you're putting out, every review that you receive, has to have geographical anchors.

As an example — is this what people need to be doing with geographical talk in your reviews? There are five — like the holy grail of a Google five-star review. There are five things that everyone needs. Number one, your client needs to leave you five stars. Number two, they need to mention you by name as your business appears on Google — not just your first name if you're on a team or you're with a brokerage. If they just mention the first name, Google kind of sees that as a disconnect. So they need to mention you by name in the review. And if your business — most real estate agents, their business is their first and last name, right? So that's totally fine. But if you have a branded business, your people need to leave that name in the review.

Number three comes the geographical anchors. They need to mention the city, the state, and if they can even mention the street name or the neighborhood, it's an extra layer of trust for Google. Which, for real estate people, it's the easiest of all industries, because we're literally doing business at a specific address. There's no reason that this shouldn't be happening.

Number four, the people — your client — needs to leave some kind of words of expertise. What signifies your excellence inside of the review? So, for instance: "James got my house under contract in fewer than 10 days in Blue Springs, Missouri. We were under contract in 10 days, we closed in less than 30, and he sold my house for over asking price. I would never again use another real estate agent in Blue Springs, Missouri other than James with XYZ Realty." Does that make sense? So it's got to have those anchors.

And then lastly, on Google — and you can't necessarily do this on other platforms, but on Google specifically — you can leave a photograph. So when you ask your clients, you don't want to tell them what to say, but you want to give them guardrails. You want to give them schema to say, "Hey, I could use your help." Which, by the way, marketing language and marketing psychology 101 — when you say something like to your clients, "Hey, I'm on a mission to get to 50 Google reviews this year. Can you help me?" — right away, people stop and they say, you know, that language is powerful, because those clients know that you've spent the last 30, 60, 90 days bending over backwards and answering all of their questions at midnight text messages. And now you're asking them for some help.

So when you go out of your way to do that and you point out: please leave your name, geographical anchors — city, state, neighborhood — what signified my excellence, what did we work through together, and if you can, add a photo as well. That would be helpful.

[25:02] Keith Robinson: Just to double-click on what you just said — I almost feel like hearing what you said, I actually appreciate this as someone who gets asked to review people from time to time. I really like it when they write it for me so I can edit. Not that I'm going to copy-paste exactly what they sent, but it's so helpful, because it's easier to edit than create. When I stare at a blank screen to write something, that is harder than editing something that I've already written. So do you recommend that agents give them the guardrails and then give them a sample?

Bobby Kerr: We always recommend giving the guardrails. I don't know that I would go as far as saying, "Here, take this paragraph and make it your own before posting," because, first of all, it's going to be pretty time-consuming if you're doing that for each and every client. And then if they do take what you're giving, odds are — if you're a real estate agent — you're just kind of sending the same thing every time instead of spending the time to customize it for that particular person, that particular geographical location, that type of transaction. So then you are opening yourself up to susceptibility to having your clients almost leave verbatim reviews, which Google these days has got so many tools to pull and pick apart reviews, because people are fraudulent a lot of times when it comes to business reviews on Google. So I just highly recommend: if there's anything that makes it feel or smell icky, stay away from it.

Keith Robinson: But what's more important? It being right within this holy grail five, or someone doing two of the five but it's organic? Because that's the tension in this decision. I could write one that absolutely checks every box that you just gave me. If I give someone the guardrails, they may check three of the boxes instead of five. What's more important?

Bobby Kerr: I would say stay away from anything that could potentially put you in Google jail. Because if you've built your profile up and you've got a bunch of reviews and you go to Google jail, it's really difficult to get out and you've lost all the hard work.

[27:16] Keith Robinson: Last question on what you covered so far — I can hear an agent saying, "How do I get reviews for 87 different ways? My clients only want to give one review." I need a Yelp, I need Google, I need Realtor, I need Zillow. How am I going to manage all of these reviews? And okay, Google's king, great, but I can't ask my client to do four different reviews for four different platforms. How do you handle that?

Bobby Kerr: So if you're banking on everything through an email or a text campaign, all you can do is hope and pray that they're going to leave you at least one. And if they leave you more than one, that's great. However, if you're an agent that still goes to closings, if you still have face-to-face interactions with your clients, this is an opportunity to express the importance of what it means to leave one or two or three. So number one, always list them in your review campaigns, your review request campaigns, in your emails and your texts. Always list Google number one. Number two should be an industry-specific site like Zillow. And number three, it should be something like Better Business Bureau, because those are the highest-valued citations.

You mentioned Yelp, and it's important to have a profile, but Yelp doesn't allow you to solicit reviews. So you could ask, you could get 50 reviews on Yelp, but they're not going to post. People have to go search for you and find you, and their algorithm knows the difference. I've got like 20 Yelp reviews just sitting in a queue, but they won't post to the Yelp account because they were quote-unquote solicited, because I sent somebody a link and said, "Hey, can you review us there?" So you're asking for three different spots and you're hoping that they leave one, and just give them the schema to say, "Hey, please mention these things."

We write review campaigns for every single one of our clients and everyone does it and follows it. Are they going to get — is your client going to click on all three review links all the time? And are they going to list the five things of the holy grail of review every single time? The answer is no. But when you do it consistently enough and you express how important it is, those people — like real estate agents, we have such luck that we work so closely with people, the privilege that we work so closely with people — that they usually do what you ask for them, especially if you're asking for the review at the right time. Don't do it after closing. Do it when they're the happiest. Either do it at clear to close or at the closing table. Have something that they can scan with a QR code right there. Take a picture with you. They can ask the questions before they leave the review. That's what's going to be the most impactful for a real estate agent.

[29:50] Twiggy: This is like a master class in online marketing and search. I love this. Can I keep going? I want to know about social media. Tell me about — where does this fit into the process? Should we be on LinkedIn, Facebook, Instagram? Is that part of what AI is using now, or is it going to become a bigger part of what they're using? I also brought up blogging earlier. I've heard people say this like three times now — that getting back into Substack or writing content is helpful too. Go down that list of dos and don'ts.

Bobby Kerr: Good question. So number one, don't not do social media. Everyone still needs to do it. Here's — I've never actually talked about this one specific thing, and it made me think with your question — everyone should sign up for Google Trends and you can sign up with your name and your business, and so anytime your name is indexed or put somewhere online by somebody else, you're going to get an alert, so you can kind of see where you're popping up. So it is important to still be on social. Of course, video is still very, very powerful. TikTok is good. YouTube is obviously king. Anything with the Google suite of products you need to be paying attention to.

So, don't stop doing social. It's still going to be checked in some form or another. However, it's lesser value because it's yourself talking about your brand. Third-party mentions are always the most valuable. So anytime you get another — like a podcast or a press release or an article from a publication — those are always going to be the most impactful. But still, you need to continue to talk about your brand and be the mouthpiece for yourself, because otherwise no one's going to do it.

And then you mentioned blogging. Yes, it's important. Don't stop doing it. If you did stop, go ahead and get back in it. It's just creating more content where you get the opportunity to be super hyper-local. I don't want to skip over this because I think it's important for everyone to understand — this is not theory. This is not Bobby's theory. This is not LOC8 theory. This is all stuff that Google publishes and tells us what to do. Just most people don't have the time to become a digital marketing expert, so they rely on people like the three of us to disseminate the information.

So when we're talking about blogging or adding content, we've got to continue telling the story and make sure we're in all places as much as possible. But the blogging — it's still important, do it. If you've got the opportunity, if you can control your website and have new content, add. Hyper-local content is what wins.

I will say that the director of Google Search — his name is Danny Sullivan — he did like a TED talk-type thing back in April, and they put up a slide and he actually showed real estate as an example of what they called, in a column on the left, commoditized content versus non-commoditized content. So, as an example, a real estate agent's commoditized content is the slop that we see every agent do. They put up a graphic that says "seven spring cleaning tips to help your house" that nobody gives a [care] about. Nobody's reading that article because they've seen it in 10,000 other places. So Google says that's commoditized content — we're not going to promote businesses that publish commoditized content.

So your blog, as an example — that's what made me think about this — your blog is your opportunity to create daily, weekly, or monthly non-commoditized, hyper-local, custom content directly on your website where Google looks and indexes. That same type of content needs to be repurposed for your Facebook and Instagram and TikTok and LinkedIn posts. Do a short video — a quick 30 — just pick up your phone and do a question-and-answer video and post it to YouTube Shorts that says, "Hey, what's the best part of Cape Coral, Florida to live in that has sailboat access on a Gulf access canal? Or what's the commute time from downtown Fort Myers to Cape Coral, Florida during snowbird season?" It's this 30 seconds. Put that in a blog. Put it on a YouTube Short. Now all of a sudden, you've got hyper-local custom content that in no way can be commoditized, because Google's never seen it anywhere else besides your platform.

[34:45] Keith Robinson: I have a question on the follow-up with that. Is it good or bad or indifferent if I were to work with Claude or ChatGPT on an article and post that to — we'll call it Substack. And I'm assuming Google can read into that — it's written by AI — and then they discount that?

Bobby Kerr: There's a couple of different schools of thought. We've all seen the articles probably in the last couple of weeks coming out about the fear of AI-created content getting delisted or getting suppressed. We're in a new frontier, kind of like what Keith was saying earlier. I don't think if we sat here and said right now, "Hey, if you create a blog and you use Claude or you use ChatGPT to do it, Google's going to de-index you," it's going to create paralysis by analysis and people aren't going to do the thing. So first and foremost, if you're using AI to create content, just do it. If it makes you more efficient and it gets you out there in places that you normally wouldn't be, continue to do it. So I don't want to dissuade anybody from doing things like that.

Where we're seeing AI content be suppressed, it's on websites directly. So if you use an AI tool to create a blog, take it off of Claude, take it off ChatGPT, put it in Microsoft Word or whatever editor you have, and then make it yours. Just add some things that are customized that only you can say — you know your market, you know your business, you know your niche specialties — weave that in there. So then whenever you do paste it into your blog post or your LinkedIn post or wherever, it actually does look and sound like you. Because if it looks and sounds like it's true AI content, it most likely is. And a human may not be able to know the difference, but certainly Google and AI search tools can.

Twiggy: If you just take a generic prompt and say, "Write me an article about Danville, California," then it will be bad. It will be obvious that it was written by AI, and it would be obvious that it wasn't written by you. If you've uploaded 200 pieces of your writing from other places and you teach it and train it to write, then you're like, "Hey, write me a blog post." And then, to Bobby's point, you don't just copy-paste-print. You read it, you edit it. It's a tool that can speed you up, but if you try to make it where you don't do anything, it's going to come out like trash.

Bobby Kerr: We have to stop talking about AI in absolutes. Did you use AI for blank? Maybe. Did I write it? Did I write 1,500 words and then run it through there as an editor? Probably. But does that mean I air-quotes "used AI"? Or is it only used AI if I just say "write me a blog post" and then copy-paste the whole blog post?

[37:58] Twiggy: All this stuff that you just gave — a master class — and these are the things we need to do. Now, people can play this back and write down the list and they know what to do. I feel like there's a lot, and so one is — your marketing agency does this, I'm assuming? That's a fair statement? But there's still stuff they need to be doing. Let's pretend that you take care of the reviews, setting up the Google Business account, and you're going to coach them, but they need to do some work here. How much work is that per week? Do I got to spend 30 minutes a day? Do I need to allocate this time? I'm going to do a blog post a week. I'm going to do two social content per day. Like what does that actually mean to become this dominant agent — the 14-minute agent that becomes the number one guy versus the one that's been in the business for 20 years?

Bobby Kerr: Well, in order to put like a time frame on it, I think it depends on the agent obviously, but it also depends on the tools that you're using. If you're an agent that's got the tools where I can create one little short 30-second video and then I can blast it out to eight different platforms at the same time and it personalizes each platform's captions and hashtags and everything, then you can do it pretty quickly. So I would say — like anything else — it needs to be on your calendar. If we're going to talk in absolutes of what it takes, what an agent needs to do, it needs to be on your calendar. For me, I call my Mondays "marketing Mondays," where I don't take any meetings, no sales calls. I'm not working on anything besides the brand and setting up conversations with somebody like you guys to set up a podcast.

So I think — like anything else — it needs to be on people's calendar. If you're putting aside 30 minutes a day, certainly you're going to make some impact. The biggest thing that I think — none of this is earth-shattering. We're not talking about anything new. Every quote-unquote expert's been talking about the same thing for 25 years. But nobody does the research. Bobby just said time blocking — I've never heard that. I'm just kidding. But it's so important, because there's a reason that the fundamentals are the fundamentals.

And I would just say that as long as you're blocking off — it's really important. Oh, I know what I was going to say — it's about consistency. Shock of all shockers again, right? But in terms of online visibility, Google in particular — but AI tools certainly — have what they call a recency bias. They basically look at you — Google in particular — and they say, "What have you done for me lately?" You've got this business on Google Business Profile. It's the world's biggest database for business, world's biggest platform on planet Earth. We're giving you a tool to promote your business every single day for free. Get reviews, add photos and videos, add posts, add services, add events, add products, add offers. You get to do all that for free every single day on your business profile.

If you don't do it, Google looks at you as — your business is dead or dying. If you don't have recent reviews coming through, if you're not posting consistently, if you're not adding a photograph or two to your profile every week, Google literally looks at you and says, "Why would we promote this business in search results if they don't have recent clients, the clients aren't talking in specificity about where they do business or what signifies their excellence, you're not adding any photos, you're not out in the wild? How do we know you're a business? You're a realtor in Tampa, Florida — go post some freaking pictures in and around Tampa, Florida."

It doesn't have to be real estate specific. Geo-tagging — remember geo-tagging? It's been debunked. It's not even a real thing. People wasted so many years adding scrubbing the EXIF data off of a photograph to add latitude and longitudinal coordinates. Here's the thing — what has Google done for the last 15 years besides take video and photo of every square inch of planet Earth with Google Earth cars? They know where you are. Go take photos. If you're at lunch with your team, take photos with some kind of landmark in the background, especially if you got a name tag or branded gear. Add that to your business profile, because Google says that's a trust signal — you are who you say you are. You're doing business where you say you're doing business. And oh, by the way, you're fulfilling Google's recency bias by adding content to the world's biggest platform.

[43:32] Twiggy: All right, Bobby, we end every podcast with this. If you were talking to an agent today, what's the one thing you would tell them to implement right now to help their business?

Bobby Kerr: I'm going to start with a generality, man. You've got to be known. You got to be reputable. You've got to be where people are looking, which we did just talk for 40 minutes about. You have to establish your authority. No one's going to tell your story like you. There it is. Okay. And Google and AI tools can't make — I mean, they're going to make stuff up, but it's not going to really benefit you.

So I always say, "Go sniper approach, not shotgun approach." Get as specific as you can on your business. If you're in a giant metro area with 10, 15, 25,000 agents, you're going to get lost in the mix and no one's going to understand your story, including AI tools. So you better get as nichy, as specific as possible so that you can be reputable in one particular area. I will also say that if you are just so general and out there, Google and AI tools are just going to ignore you. So you've got to tell your own story. No one's going to talk about you like you.

And there's so much power in story. Maybe this is just because I just finished StoryBrand 2.0, but we've told stories — we have a tradition of telling each other stories for centuries, for thousands and thousands of years, well before we had writing and any other way to communicate. So obviously the brain is wired to receive those and be more memorable. We remember the stories. We don't remember facts and figures and all that other stuff. So why not harness the power of the mind to be more memorable by communicating in story form?

Twiggy: Really good. Absolute — if anybody was thinking about how to do anything with search right now, they need to be grabbing the iPad and just really — thank you. Because the number one question I get asked when I speak is "how can I get found on AI," and I just get to send them this podcast now. So, appreciate you, Bobby.

Bobby Kerr: Appreciate you guys.

Twiggy: Viewers and listeners, his info is in the show notes. So if you want to reach out to him or talk about his services, you guys can head there. Bobby, thanks again. We'll have you back, by the way, to talk about this again and sort of where things have shifted.

Bobby Kerr: Can't wait, guys. I appreciate the opportunity and hope everyone's doing well out there. Talk soon.