CREview Ep. 52 | The New Rules of CRE Marketing: From Google to ChatGPT

Josh and Dylan unpack how AI-generated search answers are reshaping marketing, from first-party data to why listing platforms are becoming their own media networks.

Key Takeaways

AI-generated answer engines (AEO) are becoming a critical new layer of search visibility, but traditional SEO and Google ads haven't disappeared.

Getting cited in AI answers requires genuine third-party credibility (reviews, publications, awards)—you can't just claim authority about yourself.

Privacy changes like GDPR and Apple's App Tracking Transparency have made third-party cookie tracking far less reliable, pushing marketers toward first-party data.

First-party data (newsletter sign-ups, gated content) represents warmer, more qualified leads than passive website visitors.

Industry publications and listing platforms like LoopNet and Bisnow are effectively becoming their own media networks companies can advertise directly through.

Frequently Asked Questions

Is SEO still relevant now that AI gives direct search answers?

Yes, SEO has evolved into a broader discipline that includes AEO (answer engine optimization), but demonstrating genuine expertise and authority remains the underlying principle either way.

How do you get cited in AI-generated search answers?

Through genuine third-party validation, reviews, publications, awards, and consistent credible mentions across the web, rather than just making claims about yourself on your own website.

Why has cookie-based ad tracking become less reliable?

Privacy regulations like GDPR and Apple's App Tracking Transparency have given users significantly more control over being tracked, making third-party data collection far less complete than it used to be.

What is first-party data and why does it matter for marketing?

First-party data is information collected directly with a user's consent, such as a newsletter signup; it represents a warmer, more qualified lead than an anonymous website visitor tracked through cookies.

Are Google paid ads becoming obsolete because of AI search answers?

No, ads remain central to how Google generates revenue, and there's still significant advertising space available on search results pages alongside AI-generated answers.

Can industry publications function as a marketing channel outside of Google and Meta?

Yes, platforms like LoopNet, Bisnow, and Craigslist have large built-in audiences and their own first-party data, letting companies advertise directly to a relevant audience without relying on Google or Meta.

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