AEO PLAYBOOK
Be the Answer Be the choice.
WENDY LUNT
SVP OF MARKETING & TECHNOLOGY DIVISION | MYHOME
Identify High-Intent Questions
The first step to being the clear choice is by answering questions that high-intent buyers and sellers are asking LLMs.
AEO Framework
List 20 buyer and seller questions you answer regularly. Include location-specific phrasing
Focus on cost, timing, process, and comparison questions
Prioritize questions with transactional intent.
Questions Exercise
The more specific you are, the more likely the answer engines will choose to cite you in their answer.
Examples:
What are closing costs in [City]? How long does it take to sell a home in [Neighborhood]? Is now a good time to buy in [City]?
List 10 buyer questions and 10 seller questions, ideally as specific as possible.
Add here:
Write Direct, Structured Answers 02
Clear is better than creative when AI is doing the searching, you want to be clear and specific with your answers while staying true to your brand.
Start with a 40-60 word direct answer.
Keep paragraphs short (2–3 sentences)
Avoid filler language
Provide specific numbers, ranges, local context, and client stories.
Try it, Answer Exercise!
Recommended Structure:
Direct answer
Bullet point breakdown
Local explanation
Summary
Call to action
Example Question: How do the interest rates affect the sale of my home in Portland, OR?
Example Answer: Higher interest rates can reduce buyer demand and increase pricing sensitivity when selling your home in Portland, OR A 1% rate increase can lower buyer purchasing power by about 10%, potentially extending days on market and increasing concession requests Strategic pricing and strong presentation become critical to attracting serious buyers
Choose one of your questions and answer it here.
Q&A:
03 Format for AI Extraction
Structure your content with clear question headings, simple lists, minimal bolding, and a short summary so AI systems can easily understand and extract your answer.
Use question-based headings (H2 or H3). Use bullet points or numbered lists. Bold key phrases sparingly. Include a brief summary section.
Format for AI Example
How Will Interest Rates Affect the Sale of My Home in Portland, OR?
Higher interest rates can reduce buyer demand and increase pricing sensitivity in Portland. A 1% rate increase may lower buyer purchasing power by about 10%, which can extend days on market and increase seller concessions. Strategic pricing and strong presentation are critical in a higher-rate environment.
How Do Higher Interest Rates Impact Portland Sellers?
Reduced buyer purchasing power (approximately 10% for every 1% rate increase)
Fewer active buyers in certain price points
Longer days on market, especially above $900,000
Increased negotiation pressure and potential concessions
Greater importance of accurate pricing
What Does This Mean for My Portland Home Specifically?
Close-in neighborhoods with limited inventory may remain competitive.
Move-in-ready homes perform better than properties needing updates.
Overpricing is corrected quickly in today’s market.
A data-driven pricing strategy protects your net proceeds.
Overall
Higher interest rates do not stop homes from selling in Portland, but they shift leverage toward buyers and increase the importance of pricing, preparation, and negotiation strategy.
Next Steps: Request a customized pricing analysis and net sheet to understand exactly how current interest rates may affect your specific home.
04 Build Local
Authority
Build local authority by consistently publishing neighborhood and market content, collecting Google reviews and optimizing your Google Business profile, and earning mentions from trusted local media and podcasts.
Publish neighborhood guides. Post monthly market updates. Consistently collect Google reviews. Earn mentions from local publications or podcasts.
05 Refresh Quarterly
Refresh your content quarterly because search engines and AI systems prioritize accurate, current, and clearly structured information, and regularly updating your data, FAQs, and formatting signals authority, relevance, and reliability helping your content stay visible and competitive in your local market.
Update statistics and market data. Add new frequently asked questions. Improve clarity and structure.
Republish with the current year included.
06 Test Visibility
Test visibility to ensure your content is actually being surfaced by AI and search engines, so you can identify gaps, improve clarity, and optimize performance based on real-world results rather than assumptions.
Ask AI tools your target questions. Monitor traffic to FAQ and guide pages. Refine content for clarity if not surfacing.
Quality Check & Prompt
AEO QUALITY CHECK
Your content should:
Answer clearly within 60 words. Use structured formatting. Include local specificity.
Demonstrate authority Be easy to scan.
TO YOU BEING THE ANSWER
WENDYLUNT SVP, MARKETING & TECHNOLOGY DIVISION
JENNIFERMCALPINE MARKETING TECH DIRECTOR, WASHINGTON
Please Note:
*All of our content is our unique intellectual collateral and is protected by copyright law All of our content is owned or controlled by or licensed to MyHome, a Williston Financial Group Company, LLC Unauthorized copying, reproduction, republishing, uploading, posting, transmitting or duplicating of any of the material without the prior written consent of MyHome, a Williston Financial Group Company, LLC is strictly prohibited
