LISTING A PROPERTY & MARKETING

The search engines that once delivered a list of websites that had our listings were in, are quickly moving to delivering details on individual homes for sale. This training will teach you how to list a property, and how to take advantage of the new AI & Voice Searches.

Since the MLS went on the internet, most agents do not see posting on their MLS as all that important, which is why most listings only have the mandatory fields filled out. Just enough to get the MLS to publish their listing.

AI flips this on its head, posting to your MLS is now your biggest opportunity to get your listing seen first. Because AI searches all homes for sale, not just those listed in an MLS, it has leveled the playing field for every individual agent.

• In listings Gemini Pro AI Report: Inventory numbers for March 3, 2026:

  • Total Homes For Sale (U.S.): ~1,460,000

  • REALTOR® Listed (NAR Members): ~1,220,000

  • Non-REALTORS® ~155,000

  • For Sale By Owner (FSBO): ~85,000

• It is not hard, in fact when we are done you will say a child could do this, and I would say, yes, it is as easy as learning to tie your shoelaces.

• Your listing will be AI ready for any website or app using this technology now or next.

• When you can tell a Seller that you know how to use this technology to get their property listing in front of every potential Buyer using AI & Voice Searches, you will be the only agent to hire.

• You will learn how to make changes to each of these components.

  • Pictures

  • Video

  • Documents

  • The Property Story

  • MLS Input Form

  • Marketing Media

Pictures

If you are taking your own pictures, start at the street, with one picture capturing the front of the property from the top of the driveway. Move to the Front Door, then step in and take pictures of each room moving clockwise, and don't forget connecting hallways and staircases. Then outside, move around the house until you arrive back at the front door.

This gives your pictures a path that is easy to follow when they are uploaded to the MLS, and easier on you when it comes to renaming them for the AI & Voice Searches. If there are outbuilding, just use the same route, people want to see the outside of those buildings too.

Pictures are critical to show the property, and one component of your listing to show AI that you are the expert on this property. The other part of this is making your pictures look great on every screen. Most agents haven't thought about their pictures being seen on a 65" Crystal Screen TV, but it is quickly becoming the screen buyers are using to look at properties.

If a professional photographer is going to take your pictures, they usually have them in a package size. If it is not enough to cover everything you need to cover for your listing, then take some extra photos yourself.

For instance, you have a top brand stainless steel refrigerator that conveys, take a picture and then go find one on the internet that shows it with the doors open and add it to your pictures. You are going to learn how to make all your pictures look great on any screen.

• Pro-Tip: Vertical Hero Shots. While TVs are horizontal, Meta (Facebook/Instagram) uses the "Andromeda" algorithm which loves vertical (9:16) content for mobile users. Take a few vertical shots of the best features for your social media leads.

• AI can't see what is in the picture, but when you upload it to your MLS you have a space to title or label the picture, and they give you extra space to put a description of the picture. AI can read both, so it is your gold mine to have AI see you as the author of the source information and as the expert of this home.

• If your MLS strips away the file name when you upload your pictures, just use copy and paste those file names back in the title or label space, without the .jpg extension.

• When we go over Videos, you will have a transcript to pull snippets of information you can use in your picture descriptions. AI will see that the pictures match the story, and rank you as the expert on this property.

CRITICAL STEP BEFORE YOU START

• Go into your MLS and find out the maximum individual photo file size, and the maximum width accepted.

• If you need to make your pictures a bit smaller to be accepted by your MLS, no worries, they will still look amazing on a tv screen.

• The tv may add blank margins to either side of your picture so it fills the screen.

• Step 1 Resizes your photos so they can be seen on any size screen, and reformats them to a compressed jpg file so they will load fast. If you for some reason have a png formatted picture that has a transparent background, leave it out of this process.

• Step 2 Brings them up to a high resolution so they will look amazing on any size screen.

• Step 3 Renames the photos so they can be "seen" by both SEO and AIO Search Engines.

• There are four steps to getting your photo ready to upload to your MLS:

  • Resize and Reformat

  • Resolution

  • Rename

• The first three steps can be done with all the pictures at once, so it goes very quickly, and the programs are online and free.

• You need to stay organized, or you will end up with a mess. Start by putting your original photos in a file folder and name it Master Photos.

• Then create three working folders named:

  1. Resized and Reformatted

  2. Resolution

  3. Renamed

Step 1: Resize & Reformat

• Go to your Master Photo file, highlight all of the pictures and Upload them to

• Settings:

  • Width: 3840 pixels or what is acceptable to your MLS.

  • Height: Auto (to maintain the aspect ratio)

  • Format: JPEG or JPG (they are the same)

  • JPEG Quality: 80

• If 80 creates a file size too large for your MLS, you can tweak this number to create a smaller total file size. Down to 70 will not affect the quality to a noticeable difference. Beyond that you need to consider a separate set of pictures for your MLS.

• Click and save as Zip File to file folder: 1 Resized and Formatted.

• Double click the zip file, click extract all, highlight all the photos, right click and copy, open the file folder named 2 Resolution and paste them there.

Step 2: Resolution

• From your file folder named 2 Resolution, highlight all the pictures and upload them to the website.

• Choose 300 dpi.

• This tool works locally in your browser, it will instantly process the batch and download them back to you in the same file folder.

Step 3: Rename

• Highlight all the photos in file folder 2 Resolution, and right click, and copy.

• Open your file folder 3 Renamed and paste them all there. This is where the magic happens.

• You are going to put a bit of work in, but when you are done, every search engine SEO or AIO will be able to "see" what is in each picture.

• Rename your photos using words in lower case separated by hyphens. level-room-feature

• Example: main-level-kitchen-stainless-steel-gas-range

• Easy! Like learning anything, once you know how, its easy.

• Next go through each one and decide what is the most important thing it that picture? If it is of the Chef's Gas Range, then use -gas-range and save it. You can use the more descriptive words like Chef's Gas Range in your Marketing Remarks, but you don't want to use those descriptive words or brand names here because more people are going to ask for a gas range, than will ask for a Chef's gas range, or a Wolf Gas Range.

• Pro-Tip: Triple Confirmation. If your website (like Lofty) has an "Alt-Text" box for images, copy your hyphenated file name into it, but remove the hyphens. This tells Gemini AI you are the absolute authority on that image.

PICTURE NAMING GUIDELINES BY HOME LEVEL

• The Naming Format: Level-Room-Feature

• Always start your file name with the level of the home. Use lowercase letters only. Separate every word with a hyphen (-). Do not use spaces or underscores.

• Example: main-level-kitchen-granite-countertops.jpg

• Example: lower-level-family-room-wet-bar.jpg

• Main-Level: The primary floor containing the main entrance (front door) and the "public" living areas like the kitchen and living room. Even if a house is a split-foyer, the level with the kitchen is almost always labeled as the Main-Level. AI search engines use this as the anchor for the home's "flow."

• Upper-Level: Any level situated entirely above the ground (Grade). If a home has a third story, use upper-1 and upper-2 to help the AI distinguish between the primary bedroom floor and a top-floor loft.

• Lower-Level (The Walk-Out Rule): The preferred term for any level where at least one wall is entirely above ground, featuring full-sized windows or a "walk-out" door. Using "Lower-Level" instead of "Basement" signals "Living Value" to AI appraisal algorithms.

• Terrace-Level (The Luxury Walk-Out): A specific, high-end version of a Lower-Level that opens directly onto an improved outdoor living space, such as a pool, stone patio, or outdoor kitchen. Use this to trigger "Premium Amenity" tags in AI search filters like Google Property Cards.

• Basement: Reserved for a level where all four walls are predominantly below the soil line (Grade). AI identifies "Basement" as space used for storage or utility. If you label a beautiful finished walk-out as a "Basement," you risk the AI devaluing that square footage.

• Entry-Level: Used specifically for "Split-Level" or "Split-Foyer" homes to describe the landing or foyer area that sits between the Upper and Lower levels.

• Attic: Any space within the roof frame. Only label this as a "Level" if it is finished and accessible by a permanent staircase.

Why AI and Appraisers Care About These Names

• G.L.A. (Gross Living Area): AI and Appraisers follow the "Below-Grade Rule." If any part of the floor is below the dirt line, it is technically Below-Grade. By using lower-level or terrace-level in your photo names, you are helping the AI match the property's "Vibe" to the appraiser's "Fact."

• Search Hierarchy: Listing the Level first allows the MLS database to "sort" your photos logically. The AI sees the main-level photos first, creating a digital walk-through that matches human intuition.

• Double Confirmation: When your photo label (e.g., main-level-kitchen) matches your property story, the AI grants your listing "Authority Status." This makes your listing the "Recommended Answer" for voice assistants.

SUMMARY

• Use the Level-Room-Feature hyphenated format for every photo.

• Swap "Basement" for "Lower-Level" or "Terrace-Level" whenever a walk-out exists.

• Follow these rules to ensure your listing is seen correctly by AI and your Appraisers.

H2: AI Comparison: The Old Way vs. Now

• Kitchen

  • Old Way: "Chef's kit, granite, SS appls"

  • AI Way: "A gourmet kitchen featuring granite countertops and stainless steel appliances."

• Backyard

  • Old Way: "Fenced yd, level, patio"

  • AI Way: "A flat, fenced-in backyard with a spacious patio for summer grilling."

• Basement

  • Old Way: "Fin bsmt, walk-out"

  • AI Way: "A fully finished walk-out basement that stays bright and airy year-round."

• Location

  • Old Way: "Near schools & shopping"

  • AI Way: "Located 0.4 miles from Forest Park and a short walk to local coffee shops."

Video

• Narrated Walk Through Video: I'm not talking about quicky Open House videos for Facebook. I'm talking about a narrated walk through video unbranded for every member agent to be able to send to their buyers. The AIO looks through the entire video through the video transcript to satisfy search requests.

• I ask the Seller to help me. I tell them, "You and I will just take a stroll through the house, and you teach me how to sell your house, by telling the buyers everything you want them to know about each room."

• Do a rehearsal for ten minutes to brainstorm. The owner narrated walk through is gold. The buyers hear it from the person they most would like to hear from!

• Pro-Tip: Precise Distances. Be sure and have the Seller mention any near by parks or amenities. The more precise your seller can be about distances, the better. If it is 0.4 miles to the park, say that. That is exactly what the AI looks for to verify maps.

• Be mindful of the Fair Housing laws, talk about features and benefits, not people. Don't say "short walk for the kids" or "perfect for retirees." Say, "There are so many places within walking distance, the (name) park, the (name) Senior Center."

• Load this video with words and phrases that AIO will read in the transcript. Describe the "Wolf stainless steel gas range" or "matching LG french door refrigerator." Think like a tour guide for the AIO that can't see what you see until you describe it.

• 3D Tours Video: Buyers love them, but they can't be seen by AI because there is no transcript. The best chance you have is to change the 3D Tour file name to include the property address.

• Use lowercase letters and hyphens: 3d-tour-234-main-st-springfield-mo.

Documents

• The more documentation you gather to support the listing the better.

• Courthouse Records: Get the Property Record Card (PRC) from the Assessor's Office. Get the Deed from the Recorders Office for correct property description and proof of ownership. Tax Collectors Office for Property Taxes.

• Home Manual & Utilities: Get a copy of the utility usage reports. Sellers can download these. Pro-Tip: Create a "Home Manual" PDF and name it home-manual-address.pdf. AI will index the "unseen" details inside like "new HVAC 2024" or "roof 2025."

• Disclosures: Use lowercase words with hyphens for the file before you upload it: sellers-disclosure-234-main-st-springfield-mo.pdf. Humans and AIO can both read it.

• RPR Reports: Go to RPR (narrpr.com) and run a Neighborhood Report. Name it neighborhood-report-address.pdf. It makes you the expert.

The Property Story

• The property story is what you put into MLS Marketing Remarks. Use the transcript from your Seller walk through video.

• The First 200 Characters: These are the most important characters for AI. AI will only read the first 200 characters for indexing before moving on, so use the prompt for these.

• Pro-Tip: Reverse Search. Before writing, ask your AI: "Based on these features and location, what are the top 5 questions a buyer would ask their phone to find this house?" Ensure your story answers those in the first 200 characters.

• Listing Property Story Prompt:

  • "I am a Listing CEO. I have a raw transcript from a seller-narrated walk-through... transform this into a Property Story... Focus on 'emotional anchors'... Fair Housing Compliance... The First 200 Characters... Visual Punctuation (CAPITALIZED HEADINGS)... AI Search Inclusion."

• The "No" - Run-on Sentences: Voice search reads your listing. Run-on sentences make the AI voice sound like a panicked robot.

• The "Yes" - Descriptive Chains: Use long, properly punctuated sentences to link ideas. "You’ll love the gourmet kitchen with its sleek granite countertops, which opens directly onto a flat, sun-drenched backyard."

• Punctuation Traffic Lights: Period (.) is a Red Light (Stop thought). Comma (,) is a Yellow Light (Slow down, more coming). Semicolon (;) is a Yield Sign (Join two big vibe ideas).

• The Breath Test: Read it out loud. If you run out of air, the AI will too.

Posting to the MLS

• MLS Input Form: Fill in every single line. It is important to know it is a 50-gallon electric water heater rather than just a check mark.

• Language of Search: Write for the ear. Avoid "Shouting" (ALL CAPS). AI interprets all caps as "low-quality data" and may rank you lower.

• Google Property Cards: Name at least two specific landmarks (e.g., "Three blocks from Ted Drewes"). Use fractional miles (0.2 miles) so Google can verify it on a map to build "trust."

Uploading Photos

• The MLS will strip the file name when uploaded. I had you rename them so you would be ready for this; they will stay in order. Put the name you created with the words and hyphens back in the label/title space. Add a description because AI can read every word.

• Property Web Page PRO TIP: Advanced planning gives you an "unfair advantage." AI prioritizes the Originator of a file.

• Publish your property web page 24 hours before you publish your MLS listing. Submit it to search engines to index.

• When AI sees the same photo on MLS (unbranded) and your website (branded), it sees your website had it first. It tags your website as the primary source.

• Lofty/EPIQUE Agents: You can create these pages at no additional cost.

• Website Naming: On your standalone page, add the location to each photo: main-level-kitchen-stainless-gas-range-city-state.

Final Indexing Steps

• Google Business Page: Post your listing under products. Be verified under "Real Estate Agent" and define your service areas precisely.

• Google Search Console (GSC): This is the #1 way. Go to your GSC dashboard and use the "URL Inspection" tool. Hit "Request Indexing." Gemini AI usually sees it within minutes.

• The YouTube Anchor: Paste the property web page URL in the first line of the video description. The YouTube bot follows that link instantly.

• LinkedIn Signal: LinkedIn has massive "Domain Authority." Post a "Just Listed" update with a link to trigger the crawlers.

• The “Office Exclusive” (CCP Loophole): Under NAR Clear Cooperation, you can keep a listing off the MLS as an "Office Exclusive" while the web page is built and indexed. Once indexed, file an "Amendment" to move it to "Active." You were the agent from the start, but the "Public Clock" only starts when the AI is ready.