AI Visibility Case Study: SellItScott
Case Study · Residential Real Estate
Client
Sell It Scott (Scott Stollar)
Engagement
Visibility Intelligence
pERIOD
First 30 Days Post-Opt-In
The Challenge
A real estate specialist, invisible in AI search
Scott Stollar sells one kind of home: inherited ones. Probate, trust, the houses that arrive with grief and a legal process attached. He’s genuinely good at it, and genuinely new, licensed in California since 2021 with a sharp niche and almost no digital footprint to match it. When someone asked an AI assistant to name the best probate or inherited-home agent in San Diego, it returned 23 sources and not one of them was Scott. His domain authority sat at 10 out of 100, Google surfaced his site for a handful of terms, and his ChatGPT visibility score was 9.5. The expertise was there. The evidence AI needed wasn’t.
Real specialist. Invisible online.
What we installed: A Demand Engine
We gave Scott’s site the two things AI search actually reads: a clear signal about who he is, and a structure a machine can crawl and cite.
Signal · AI and search optimization
What it is: the layer that tells AI systems who you are, what you do, and who you serve.
What we built for SellItScott:
- Locked one set of canonical facts and corrected the tenure and positioning so every mention of him agrees
- Rebuilt his Person and RealEstateAgent structured data with a synced set of linked profiles
- Added FAQ sections with FAQ schema so assistants can pull direct answers
- Created a topical authority strategy to help boost his rankings in traditional search and AI tools
Visibility Intelligence
What it is: The ongoing layer that tracks where the firm stands in AI search, what is working, and where to focus next.
What we built for SellItScott:
- Monthly monitoring across every major AI platform
- Citation tracking
- Topic-level ranking analysis
- Sentiment measurement
From zero AI presence to cited in AI answers
Within 30 days, Sell It Scott went from invisible in AI search to actively cited. On ChatGPT, the platform his market leans on most, his visibility score climbed from 9.5 to 23.8. On the topic closest to his business, probate real estate, he moved into the top spot among the local sources AI pulls from, a category he was absent from entirely a month earlier. It’s the start of a durable, AI-driven source of new inquiries, not tied to ad spend or years of domain authority.
AI Platform Presence
| Platform | Visibility score | Status |
|---|---|---|
| ChatGPT | 23.8 | Strongest and fastest-growing platform |
| Gemini | 4.8 | Establishing |
| Bing / Copilot | 4.8 | Establishing |
| Perplexity & Google AI Mode | Building | Coverage expanding outward |
Top Visibility Topics
We tracked Scott against the buyer questions that matter in his niche. In 30 days he built presence across four:
Probate real estate
Trust and estate property sales
Selling an inherited home
Inherited-home support and service options
Search Footprint Expansion
Traditional search performance moved alongside it
AI visibility was the headline, but Scott’s Google footprint grew underneath it, measured in his own Search Console. From a near-zero starting point, his site now surfaces for 84 distinct searches and pulled 1,272 impressions over the window, with the first organic clicks landing.
The queries are exactly the ones his business is built for: escondido / san diego / encinitas / carlsbad probate real estate services, inherited home buyers california, how long to sell inherited house, and i inherited a house in california, what do i do first. Three of his pages, his About page, his “what it costs” page, and his capital-gains estimator, now sit on the first page of Google.
Growth Metrics
In the Client's Words
“We’re getting conversions and organic traffic, and I know it’s coming from the AI visibility alone. I purposely didn’t run any ads, because I wanted to see what was working organically first.”
– Scott Stollar, Sell It Scott, Keller Williams
Strategic takeaway
Why Clearest Beats Biggest
In real estate, being findable used to mean ranking on Google and buying leads. Now it means being the agent AI names when someone asks who to trust. That’s not about spending more. It’s about being the clearest, and it’s winnable in weeks, not years.
Your firm, recommended by AI before anyone picks up the phone.
AI assistants are becoming the first place people ask who to hire. Most agents wait years to build the authority that gets them mentioned. The ones AI recommends built the infrastructure first. Most professionals have the expertise. They’re missing the infrastructure.