Google expanded Search Console reporting on September 24 to show how websites appear in image-based searches, including Google Lens and Circle to Search. The update follows the August 31 worldwide rollout of generative AI performance reports, which show when websites appear in Google's AI-powered search features.
The new reporting capabilities offer a clearer picture of where an agent's website appears, but they leave an important question unanswered: What are prospective clients actually being told about that agent? An AI search visibility audit can help identify outdated information, inconsistent recommendations, and gaps in how agents appear across search platforms.
What Google's AI search reports reveal
The generative AI performance reports track impressions from AI Overviews, AI Mode, and generative features in Discover. Website owners can identify which pages appeared, the countries generating impressions, and how visibility changes over time.
September's update added reporting for visual searches made through Google Lens, Circle to Search, and other image-based tools. These measurements are available through a multimodal search filter in Search Console.
For brokers overseeing several agents, page-level impressions can help identify which biographies and neighborhood pages receive exposure. However, the reports don't provide AI-specific clicks, click-through rates, or the individual questions behind those appearances. They also cannot establish whether an assistant recommended an agent accurately.
Why AI visibility matters to real estate agents
A strong sales record doesn't necessarily translate into AI recommendations. An August 2026 study of 37,500 AI searches across the 100 largest US cities found that 91.5% of eligible RealTrends-ranked agents and teams in its benchmark received no AI citations.
That finding applies to the study's defined sample, not all US agents. Still, it raises a practical concern for professionals whose reputation depends on being discoverable in their local markets.
Consumers are also experimenting with AI during their property searches. Bank of America's 2026 Homebuyer Insights Report found that 20% of prospective buyers and current homeowners had used AI tools or chatbots for homebuying research in the preceding year. Among Gen Z respondents, the figure reached 32%.
AI isn't replacing personal referrals, and greater visibility doesn't automatically translate into leads. As The Close's reporting on AI adoption in real estate found, many agents are still seeing limited business returns despite increased AI use.
How to audit your AI search visibility
Start by searching for yourself in ChatGPT, Gemini, and Google AI Mode. Test questions a prospective client might ask, rather than simply entering your name. Agents unfamiliar with ChatGPT can consult The Close's guide to ChatGPT for real estate for examples of how to structure prompts.
For example, try "Tell me about [agent name], a real estate agent in [city]" or "Which agents specialize in first-time homebuyers in [neighborhood]?" An AI visibility audit guide recommends comparing responses across platforms and documenting the sources they cite.
Record whether your name appears, which competitors are mentioned, and whether the answers correctly identify your brokerage, specialties, service areas, and contact details.
Next, compare those details with your website, Zillow, Realtor.com, and LinkedIn profiles. As The Close recently reported, complete agent profiles can receive greater visibility on Realtor.com, although the platform's findings don't establish similar results across AI search tools.. An old brokerage affiliation or disconnected phone number can remain online long after an agent's business has changed. Correct inaccurate listings wherever possible, starting with sources that appear in AI responses.
Check your website's crawlability
Accurate profiles won't help much if search engines cannot access important website content. Agent biographies, neighborhood guides, and service-area information should be readable and available for indexing.
According to Google's guidance on AI search features, pages generally need to meet standard search indexing and snippet eligibility requirements to qualify as supporting links. No special AI-specific markup is required.
Agents using JavaScript-heavy websites or IDX integrations should ask their website providers to verify that important content can be rendered and indexed. The Close's guide to IDX websites for real estate agents offers additional context on the features and integrations available. Correcting technical problems can improve discoverability, although it cannot guarantee an AI recommendation.
When to repeat your AI visibility audit
AI answers can change as platforms update their systems or retrieve different information. An agent appearing in one response may be absent from another, making repeated checks more useful than relying on a single result.
Review your visibility periodically and after significant changes, including brokerage moves, new specialties, or updated contact information. Keep a record of the original prompts so you can compare results over time.
No audit can guarantee a place in an AI-generated recommendation. But it can help ensure that when prospective clients encounter your business through AI search, the information they find reflects the agent you are today.