Everyone’s talking about AI. But while the noise is focused on flashy new tools and features, the real story is in how search behavior is completely changing.

The foundation of digital marketing in search has always been one thing: keywords. We’ve spent decades researching them, tracking them, and optimizing our clients’ content to rank for them. So, it’s no surprise that as new AI search tools like Google’s AI Overviews, Gemini, Perplexity, and ChatGPT become more popular, builders are asking us, “What keywords are people searching for in AI platforms?” It’s a valid question, but it’s the wrong one to be asking.

The complete data isn’t publicly available yet. Even if it were, most people would misinterpret it. They’d use it to double down on the same flawed strategies they’ve always used, missing the entire point of what AI search is really about.

The good news is that the information we do have tells us everything we need to know. And, because we’ve been working with generative AI for over five years, we have the data to prove it. AI search isn’t about stuffing web pages with various high-volume keywords so they rank higher. AI search prioritizes context and intent. It’s really about understanding a user’s needs and creating more impactful, trustworthy content that answers real questions.

Homebuilders, this is your wake-up call. It’s time to stop obsessing over keywords and start thinking about something more valuable. We need to change how we think about search now.

What Homebuilders Need to Know About the AI Search Shift

In traditional search, short phrases have always been the go-to strategy. Industry data and our own findings show that the typical Google search averages 4 to 5 words. On AI platforms, this changes dramatically, with the average ChatGPT prompt coming in at 31 words.

This means a search prompt doesn’t look like “new homes in Charlotte” or “new construction homes in Dallas” anymore. A homebuyer using AI search is going to ask a more conversational request that reflects their entire thought process. For example:

“I need help finding a new home around Charlotte, NC, with at least four bedrooms and priced between $750K and $1 million on at least half an acre. I also want to be close to an elementary school and have a private backyard.”

As a homebuilder, this is where your opportunity goes beyond just showing up in search results and obsessing over keywords to being a real problem-solver.

How to Adapt Your Digital Marketing Strategy

For homebuilders, AI isn’t a gimmick; it’s a quickly growing tool you need to be on top of now to stay in the game. And it all starts with your digital marketing strategy. Here’s how you can adapt:

1. Focus on topics, not just keywords

AI search is more complex than the SEO you once knew. It’s not just about matching a single keyword; it’s about understanding the entire topic behind a buyer’s prompt.

A person looking for a new home doesn’t just type “new homes” into a search bar. Instead, their prompt to an AI tool will be very detailed, like the Charlotte, NC, home example we shared earlier.

An AI search engine will break that single, complex prompt into a series of very specific searches. Our research shows that AI performs an average of 21.3 searches per prompt. Those might look like:

• New homes in Charlotte, NC $750K – $1 million
• Reviews of builders in Charlotte, NC
• Locations of new homes in Charlotte with private backyards
• New homes for sale in Charlotte with 4 bedrooms and 3 bathrooms

The AI will then visit the top 3-5 sites for each of these searches. This is where your strategy comes into play. If Builder A has content that consistently ranks on 20 of these related searches (even if they are only in the second spot), they will likely win over Builder B, who might rank first on only five of the searches. The AI’s algorithm rewards the builder with the best overall average.

Your goal is to become the trusted source of information for an entire topic, not just the top result for a single keyword.

2. Build your reputation and authority

AI platforms rely on the same public data that buyers do, which makes your brand’s credibility more important than ever. Reviews and mentions on platforms like Google, Meta, and the BBB aren’t just for human eyes anymore; they’re an integral part of the formula that AI uses to recommend your business.

Combined with consistent, high-quality content and thought leadership, these digital footprints position your brand as a go-to resource for AI search, not just another listing.

For home builders, this means going beyond a polished website. Encourage satisfied homeowners to leave detailed Google reviews about the buying and building experience. Ensure your business information is consistent across Zillow, Houzz, local directories, and industry associations. Seek mentions in local news or regional real estate publications when you launch new communities or win awards. And consider publishing insights on design trends, construction best practices, or financing tips, positioning your company as an industry expert, not just another builder.

3. Be AI-driven, not AI-fluent

It’s also no longer enough to be “AI-fluent” and just know how to use the tools. The real competitive advantage is in being “AI-driven, “where you actually use the data and adopt a deep understanding of buyer behavior to build a stronger strategy.

This is the distinction that separates the old way of doing things from the new. Instead of just trying to rank for a few keyword phrases, an AI-driven approach for homebuilders means using AI to analyze market trends and buyer behavior to create a complete content strategy.

For example, AI can identify which floor plans or community features buyers are searching for most in your area, reveal what competitors are ranking for, or surface questions first-time buyers consistently ask online. When you put that data to work, you’re no longer guessing at what to publish or promote. You’re creating model pages, blog posts, FAQs, and social content that directly answer buyer needs.

Balancing AI Search and Google for Real ROI

Yes, the rise of AI-powered search is exciting, but it’s more important than ever to consider its impact. AI now accounts for about 1.5% of all searches, a significant increase from only 0.3% less than a year ago. This growth shows a clear shift in the market and highlights the need for a strong digital marketing strategy that looks ahead.

However, traditional search, especially Google, still generates most of the traffic, leads, and sales for homebuilders. So don’t get it twisted: now is not the time to abandon your current SEO and online advertising strategies.

Our recommendation is simple: start developing your AI search strategy now, but don’t lose sight of the channels that are already delivering strong results. The most successful homebuilders will be the ones who understand how to use both.

At Rhoads Creative, we don’t just use AI; we leverage its power to complement our digital marketing solutions. Contact us to find out how a data-driven strategy can eliminate guesswork and attract more buyers.