ChatGPT Just Changed How Buyers and Sellers Find Realtors. Here's What You Need to Do.

• ✓One important distinction: Claiming your business does not guarantee ChatGPT will recommend you.
• ✓Discovery Topics help show the subjects being discussed when your business appears in relevant ChatGPT conversations.
• ✓As of November 2026, Business Agents are available only to eligible U.S. ecommerce and online service businesses meeting OpenAI's requirements.
• ✓Keep working on your website, Google Business Profile, reviews, local content, and search visibility.

On November 10, 2026, OpenAI announced something I think every Realtor needs to pay attention to.

It's called Businesses in ChatGPT.

For the first time, eligible businesses have a direct way to claim their business, verify their identity, update their information, and see how people are finding them inside ChatGPT.

Think about what this means for your real estate business.

Someone opens ChatGPT and asks:

"Who are the best Realtors in Franklin, Tennessee, for selling a luxury home?"

Or:

"I'm relocating to Spring Hill. Who is a good Realtor who knows the area and understands new construction?"

Or:

"I inherited a house in Columbia, Tennessee, and need an agent experienced with estate sales."

These are the types of questions buyers and sellers are starting to ask AI instead of typing a few keywords into Google.

And the answers they receive could influence which Realtor gets the phone call.

OpenAI reports that ChatGPT now has 1.2 billion weekly users.

That's a lot of people asking questions.

And now OpenAI is giving businesses a way to participate more directly in how their information appears within ChatGPT.

I spent some time researching this announcement, and I want to explain what changed, what hasn't changed, and what I think Realtors should do next.

1. You Can Now Claim Your Business Inside ChatGPT

If you've been in real estate for any length of time, you're familiar with Google Business Profile.

You claim your business, verify ownership, update your information, and help Google understand who you are and what you offer.

OpenAI has introduced something similar called Business Hub.

Eligible businesses are now able to:

• Claim an existing business listing.
• Verify their connection to the business.
• Update their business description and website.
• Manage available branding and service-category information.
• Access reporting about their visibility within ChatGPT.

After completing the required identity verification, an eligible business receives a blue verification check on its ChatGPT business profile.

This is a significant development.

Until now, businesses have largely depended on outside websites, directories, reviews, and other online information to help ChatGPT understand who they are.

Now there's a direct way to supply verified business information to the platform.

One important distinction: Claiming your business does not guarantee ChatGPT will recommend you.

OpenAI has been clear about this.

But if AI is going to provide information about your real estate business, wouldn't you want your information to be accurate?

I would.

2. The Feature I'm Most Interested In Is Called Discovery Topics

This is where things get interesting for Realtors.

OpenAI introduced a reporting feature within Business Hub called Insights.

Eligible, verified businesses get access to aggregated information about their visibility in ChatGPT.

This includes business mentions, website clicks, and something called Discovery Topics.

Discovery Topics help show the subjects being discussed when your business appears in relevant ChatGPT conversations.

Think about the possibilities.

You might find your business appearing in conversations involving:

"Best Realtors in Brentwood for luxury homes."

"Real estate agents helping buyers relocate to Nashville."

"Realtors specializing in new construction in Spring Hill."

"Who should I call to sell an inherited property in Williamson County?"

"Experienced listing agents in Franklin, Tennessee."

These are examples of questions worth monitoring, not guaranteed search results.

You start getting some visibility into the subjects associated with your business inside ChatGPT.

I think that's important.

For years, we've spent time figuring out which keywords people type into Google.

Now we need to start understanding which questions they're asking AI.

Those questions are often longer, more detailed, and focused on a specific problem.

Someone searching for a Realtor isn't always looking for the agent with the most listings.

They might be looking for someone who understands their exact situation.

And that changes how I think we should approach marketing.

3. Your Experience Is Becoming More Important Than Your Marketing Claims

Let me give you an example.

Imagine two Realtors working in Franklin, Tennessee.

The first agent has a website saying:

"I'm a dedicated real estate professional committed to exceptional service and helping buyers and sellers achieve their dreams."

You've seen some version of this description a thousand times.

Now consider another agent.

Their website explains how they helped a homeowner sell a property after the listing expired with another agent.

They discuss the property's original asking price, the feedback received from buyers, the improvements made to the marketing, and how the eventual sale came together.

They also have articles explaining the challenges of selling homes with unusual floor plans, dealing with inspection negotiations, and pricing properties in neighborhoods with limited comparable sales.

Which agent provides more useful information to someone researching a similar problem?

The second one.

That's the kind of content I'd want associated with my business.

AI systems need information to evaluate relevance.

They don't have your entire career stored somewhere.

If you've sold 200 homes but your website contains nothing describing the situations you've handled, how would someone researching your experience know?

You might have 20 years of valuable experience.

But if nobody documents what you've done, you're leaving an important part of your reputation out of your online presence.

This doesn't mean publishing confidential client information.

It means documenting real situations, explaining the challenges, and sharing what you learned, with appropriate permission and privacy protections.

4. Stop Writing Generic Real Estate Blogs

I see Realtors producing content every day.

Some of it's useful.

Some of it looks like the same article written by 5,000 other agents.

"Five Tips for Buying Your First Home."

"Why You Need a Realtor."

"How to Prepare Your Home for Sale."

There's nothing wrong with those subjects.

But they don't tell a buyer why they should work with you.

I'd rather see a Realtor publish something like:

"Why This Franklin Home Sat on the Market for 93 Days Before Selling."

"What I Learned Helping a Buyer Relocate From California to Brentwood."

"The Inspection Problem That Nearly Killed a Spring Hill Home Sale."

"Why Two Similar Homes in Columbia Sold for Different Prices."

"Three Things I Check Before Recommending a Listing Price in Williamson County."

Of course, those articles should be based on situations you've handled, not invented stories.

The point is to explain real decisions and real problems.

What happened?

What was the challenge?

What options did you consider?

What did you recommend?

What was the outcome?

What should another buyer or seller learn from the experience?

That gives potential clients a reason to trust your judgment.

And it gives AI systems more specific information about your expertise.

I would much rather be known as the Realtor who has experience solving a particular problem than another agent claiming to provide outstanding customer service.

5. OpenAI Is Also Introducing Business Agents

There's another part of this announcement worth discussing.

OpenAI is introducing Business Agents.

These are AI representatives that eligible businesses set up within ChatGPT to answer questions about their services.

A consumer would interact with the business's agent in a separately identified conversation.

Imagine someone researching a Realtor who specializes in relocation.

They might ask a business's AI agent:

More Closings. Fewer Financing Surprises.

Tired of deals dying because your buyer's lender dropped the ball? Keith is the mortgage partner listing agents call when they need deals protected, difficult files approved, and buyers who show up pre-qualified.

Call Keith Text Me a Question

✓No obligation

✓Responds in under 1 minute

✓We help you grow your business and get you more clients

"Do you help buyers relocating from out of state?"

"Which areas around Franklin should I research if I commute to Nashville?"

"Do you work with buyers purchasing new construction?"

"How do I schedule a consultation?"

An agent could provide approved business information, explain services, and direct consumers toward the next step.

That's an interesting opportunity for real estate businesses.

But there's an important limitation.

As of November 2026, Business Agents are available only to eligible U.S. ecommerce and online service businesses meeting OpenAI's requirements.

Realtors should not assume they're eligible to create one today.

I would still pay attention to this feature as access expands.

Think about how an AI assistant might eventually work alongside your existing website, CRM, and lead follow-up systems.

6. Here's How to Claim Your Real Estate Business

This is something I recommend checking now.

Start here:

https://openai.com/business/businesses-in-chatgpt/

Then follow these steps.

1. Sign in to ChatGPT using your business account or the account you intend to manage your listing from.

2. Open Business Hub from the ChatGPT sidebar.

3. Search for your real estate business or brokerage.

4. Select the correct listing if your business is eligible.

5. Follow the available verification instructions. These might include business email, telephone, or website-domain verification.

6. After your claim is approved, complete the required identity verification through Persona.

7. Once approved, update the available business information, including your description, website, categories, and branding.

8. Review your information for accuracy and consistency with your website and other business profiles.

Some businesses won't be eligible immediately.

OpenAI is rolling this out in beta, and eligibility depends on business type, location, and verification requirements.

Individual Realtors should also make sure they're authorized to claim the relevant business identity and represent their brokerage affiliation accurately.

If your listing isn't available, keep an eye on future updates.

7. Your Google Business Profile Still Matters

I wouldn't abandon anything you're currently doing with Google.

Keep working on your website, Google Business Profile, reviews, local content, and search visibility.

This new feature adds another channel.

Here's what I'd review across your online presence:

Does your website clearly explain the areas you serve?

Does your Google Business Profile match your current business information?

Does your website explain the types of buyers and sellers you help?

Do your articles demonstrate experience with actual transactions?

Do you have relevant testimonials and reviews?

Does your content explain specific situations where your professional experience makes a difference?

Are your name, brokerage affiliation, contact information, and service areas consistent?

I would start there before spending money on another marketing service promising to make your business appear first in AI search.

OpenAI does not guarantee higher recommendations or sales because you've claimed your business.

A verified profile establishes identity. Your broader online presence still needs to demonstrate relevance.

8. Here's a Simple 30-Day Plan for Realtors

If I were building my real estate business around this announcement, I'd start with four weeks of focused work.

Week One: Claim and Verify

Check whether your business is eligible for Business Hub.

Review your Google Business Profile, website, and business information for consistency.

Week Two: Document Your Experience

Pick three transactions you've handled that involved an unusual challenge.

Maybe a difficult inspection, a relocation buyer, an appraisal problem, or a home that wasn't selling.

Write an article about each situation.

Explain the problem, your process, and the outcome without exposing private client information.

Week Three: Test ChatGPT

Open ChatGPT and ask questions your ideal client might ask.

For example:

"Who are experienced listing agents in Franklin, Tennessee?"

"Which Realtors specialize in relocation to Williamson County?"

"Who helps homeowners sell difficult properties in Middle Tennessee?"

Look at the responses.

Which agents appear?

What sources does ChatGPT reference?

What information do those agents have online?

Don't assume a single answer represents a permanent ranking. Use several relevant questions to identify patterns.

Week Four: Improve Your Website

Review what you've learned.

Add detailed service pages, useful local information, and articles documenting your experience.

Connect related articles to the services you provide.

And if your Business Hub profile is active, start reviewing any Insights available to you.

Repeat the process.

You're building a body of evidence about the work you've already done.

9. What I Think Happens Next

I've been in the mortgage and real estate business for about 25 years.

I've watched marketing change considerably during that time.

We went from newspaper advertising and printed materials to websites, search engines, social media, video, and now AI.

Every change creates another way for people to research who they want to work with.

I don't think Google disappears.

I don't think Facebook stops generating business.

And I don't think ChatGPT suddenly becomes the only way people find Realtors.

But I do think AI-assisted research is becoming another important part of how consumers evaluate professionals.

Here's the question I'd ask yourself.

If someone asked ChatGPT to recommend a Realtor with your particular experience, what information would ChatGPT have available to evaluate you?

Would it find specific transactions?

Would it find local expertise?

Would it find helpful explanations of problems you've solved?

Or would it find the same generic marketing description used by thousands of agents?

That's worth thinking about.

Because your experience has value.

And if you've spent years solving problems for buyers and sellers, you should be documenting that work.

One Last Thing

Don't confuse claiming your business with earning a recommendation.

They're two different things.

Business Hub gives eligible businesses a direct way to manage accurate information within ChatGPT.

Your website, reviews, transaction history, and useful content help people understand what you do and why your experience is relevant.

I'd work on both.

Start by checking your business eligibility today:

https://openai.com/business/businesses-in-chatgpt/

And then ask yourself one question.

What have I done in real estate that proves I'm the right person to help someone facing a specific problem?

Start writing about those experiences.

They deserve a place in your marketing.

Keith Goeringer Mortgage Loan Officer | Middle Tennessee https://keithgo.com

Official Sources

OpenAI, Introducing Businesses in ChatGPT, November 10, 2026 https://openai.com/index/introducing-businesses-chatgpt/

OpenAI, Businesses in ChatGPT https://openai.com/business/businesses-in-chatgpt/

OpenAI Help Center, Setting Up Your Business on ChatGPT https://help.openai.com/en/articles/20001635-setting-up-your-business-on-chatgpt

"Keith helped us get an offer on a $2.8 million dollar listing in Arrington, TN with a custom funnel. Incredible results."

"Keith has been instrumental in the growth of our listing leads coming in. He is a true partner."