GW Labs / Industries / Real estate and home builders
Real estate and home builders
When buyers ask AI where to live, is your name in the answer?
Home buyers, sellers and renters now ask ChatGPT, Google and other AI tools which builder, brokerage or property manager to trust. We measure whether you’re named, whether your communities, prices and people are right, and report it every month next to tours, leads and contracts.
We test and optimize for
- ChatGPT
- Google AI
- Gemini
- Claude
- Perplexity
- Grok
- Copilot
- Meta AI
Named by 4 of 8, but 2 list a community that sold out last year. Buyers ask about homes you can’t sell them.
The shift
The shortlist starts in a chat window.
- It shortlists before the first tour. Builders, neighborhoods and agents, in a few lines.
- It repeats old inventory. Sold-out communities, last year’s prices, an agent who moved on.
- It leans on portals and press. Listing sites and old articles can outweigh your own site.
What AI gets wrong
One answer. Three problems.
A sample answer, annotated the way our audit marks it. These four kinds of error come up again and again.
Communities that sold out
Old phases stay “now selling” for months.
Prices that moved
Base prices change faster than listings do.
Agents who moved on
Old team pages keep departed agents alive.
When models are open
Model and office hours rarely match everywhere.
Who are the best new-home builders near me?
Several builders are active in your area:
- A national builderHomes from the low $400s in three communities, with a design center on site.
- Your companyKnown for quality finishes. Now selling in Phase 1, from $389,900.
- A regional builderTownhomes near the new interchange, from the mid $300s.
What people ask
Twelve questions. Eight AI platforms.
The audit tests the questions your buyers, sellers and renters actually ask, side by side with the companies you compete with. Here is a fictional sample of what the results look like.
How we work
Be found. Be right. Prove it.
Be found
- Named when buyers ask about your area and price range, not just your name
- Your share of AI answers against the builders or firms you compete with
- Eight AI platforms, tested every month
Be right
- Communities, prices, inventory and people stated correctly
- The portals, directories and reviews AI leans on, found and corrected
- Community and listing pages AI tools can read
Prove it
- A one-page monthly Scorecard for your leadership team
- Tours, leads and contracts next to AI visibility
- What moved, what likely moved it, and what to do next
Prove it
What your leaders see every month.
One page, in plain English, with the numbers you’re judged on next to last year and next to your AI visibility. It shows trends side by side; it doesn’t claim that any one change caused them.
- What moved
- AI answers naming you rose 11 points, led by new-construction questions in two counties.
- What likely moved it
- Updated community pages and corrected prices on two listing portals.
- What’s next
- One assistant still shows a sold-out community as selling.
The rules we work within
Accurate, fair and approved.
Fair housing
Under the Fair Housing Act, ads can’t indicate a preference based on race, color, religion, sex, disability, familial status or national origin. Every description we recommend is written with that in mind, and you approve it before it goes live.
Licensing and disclosures
Many states require your brokerage name and license details in advertising. We keep them consistent everywhere AI looks.
Real reviews only
We don’t write, buy or filter reviews. The FTC’s rule against fake reviews and testimonials has been in effect since October 2024.
Rules vary by state. Your broker of record or counsel has the final say. We aren’t lawyers, and nothing here is legal advice.
The engagement
Three steps. Clear prices.
Free AI snapshot
A 3-page read on how five AI platforms answer the questions your buyers, sellers and renters ask, next to up to three competitors.
Two-week audit
Eight AI platforms, your competitors, your website and listings, your first Scorecard and a 90-day roadmap you keep.
One monthly plan
Your Scorecard every month and the tools run for you. Growth and Full Partner add the fixes. Setup included.
Minimums: 3 months (Visibility), 6 months (Growth), 12 months (Full Partner). Larger or multi-audience work is scoped after a conversation. See full pricing →
Boutique by design
Founder-led. Senior from day one.
You won't be handed to a junior account manager. The people who run your audit build what comes next, with the same AI tools we sell.
GW Labs was founded by Rob Goldstein, who has spent more than 20 years building brands, events and the revenue behind them, including co-founding an Inc. 5000 craft beverage company.
- Inc. 5000craft beverage company our founder co-founded and served as CMO, then CRO
- Top 4%of ~11,000 U.S. craft breweries by production
- 100,000+email subscribers built from zero
- 30+festivals produced
FAQ
Questions
Can you guarantee AI will recommend us?
No one can. AI answers change, and nobody controls them. We measure where you stand, correct what’s wrong, strengthen the sources AI relies on, and report the trend every month.
Do you work with builders, brokerages and property managers?
Yes. The method is the same; the questions and the numbers change. Builders track tours and contracts, brokerages track listings and leads, and managers track owner inquiries.
Does this replace our listing portals or ad spend?
No. Portals and ads keep working. We make sure AI tools describe you correctly and measure how often they name you.
How do you handle fair housing rules?
Everything we recommend is factual and sourced, and descriptions avoid language fair housing rules restrict. Nothing goes live until you approve it.
What does it cost?
The snapshot is free. The two-week audit is $6,500, and monthly plans start at $3,000. Builders and brokerages working in many markets are scoped after a conversation.
Find out what AI
says about your company.
Free, in plain English, with no sales call required.