On the Real Estate Business (REB) Podcast, host Liam Garman and Purple Thread Marketing founder Darrell Weekes unpack how the rules of agent discovery are being rewritten in real time by artificial intelligence (AI), generative search, and changing consumer behaviour.

Weekes is appearing at the upcoming New Agent Academy. Secure your free tickets here.

The old playbook was built on search engine optimisation (SEO), keywords, and visibility. That is now being replaced by generative engine optimisation (GEO), where AI tools like ChatGPT assess credibility, consistency, and third-party validation before recommending an agent. Weekes warns that most agents are still optimising for a system that no longer controls the decision.

What emerges is a clear warning. If your digital footprint is inconsistent, scattered across platforms, or filled with agent-to-agent content instead of client relevance, you are effectively invisible to the next wave of vendor decision making.

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