Fresh Digital · AI & Answer Engine Optimisation

01 · The Opportunity

Search is changing shape, and it is changing fast

For twenty years the game was simple. Rank on page one, get the click. That is still true and we will keep doing it. But a second layer has appeared on top of it, and it works differently.

✓An AI assistant does not show a list. It gives an answer. Somebody asking which agent to use in Strathfield gets a handful of names and a reason for each, not ten links to choose from.

✓Those names are not chosen by your Google ranking. They are drawn from what the AI can read about you, understand about you, and find corroborated elsewhere.

✓Most agencies have done nothing about this. Which means the shortlist is still being formed, and it is still cheap to get on it.

✓Your existing demand is the raw material. 170,600 search impressions last month, and people already searching your agents by name.

The four ways people search for an agent

Commercial search

"Real estate agent Strathfield." They know what they want and they are choosing between names. This is the search you already compete in, and where your SEO does its work.

Recommendation search

"Best real estate agent in the Inner West." They want a shortlist, not a directory. Increasingly this is answered by an AI with three or four names attached to reasons.

Problem and solution search

"How do I sell a deceased estate in NSW." They are describing a situation, not naming a service. Whoever answers that question well is the one who gets named when the follow up question arrives.

Conversational search

"I am selling a three bedroom house in Summer Hill, who should I talk to." A full sentence, typed into an assistant, expecting a real answer. This is the one almost nobody has prepared for.

Here is what makes your business unusually well suited to this. Last month people searched for your individual agents by name at real volume, not just the agency: one agent alone drew 197 searches and 26 clicks, another 116 searches, another 58. People also searched specific property addresses, with one Castle Hill listing pulling 447 searches on its own. That is a business with genuine name recognition at the person and property level, which is exactly the raw material an AI assistant uses when it decides who to name.

✓

The short version: you have spent years building the reputation. This work makes that reputation legible to the machines that are increasingly being asked to recommend an agent, before your competitors get there.

02 · Scope of Work

Three pieces of work, one fixed fee

This is a defined project with a start and an end, not another monthly line item. Three pieces, delivered together, and once it is built we keep it current as part of the monthly work you already have with us.

AI Visibility Audit & Query Mapping

Where you stand today

We start by finding out what the AI platforms currently say when somebody asks about a real estate agent in your areas, and mapping every kind of question that leads to a decision.

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Live testing across the major platforms. ChatGPT, Gemini, Perplexity and Google's AI results, asked the questions your customers ask, with the answers documented.

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Commercial search. The direct terms: real estate agent Strathfield, Summer Hill, Georges Hall, The Hills.

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Recommendation search. The "best", "top" and "most trusted" questions that produce a shortlist rather than a link.

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Problem and solution search. Somebody describing a situation, not naming a service. Divorce, deceased estate, downsizing, first sale.

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Conversational search. The full sentences people type into an assistant when they are deciding who to call.

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The gap, written down. Where you are named, where a competitor is named instead, and where nobody is named at all.

Schema & Entity Foundations

Making you machine readable

An AI can only recommend a business it can read and identify with confidence. Structured data is how you tell it, unambiguously, who you are, where you operate, what you do and who works for you.

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Organisation and business identity. The single authoritative description of Richard Matthews Real Estate, marked up so it cannot be confused with a similarly named business.

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All four offices marked up individually. Strathfield, Summer Hill, Georges Hall and The Hills District, each as its own location with its own service area.

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Your agents as named people. This is the piece most agencies skip, and for you it is the most valuable, because your agents are already being searched by name.

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Services and areas served. Sales, leasing, property management and commercial, each tied to the suburbs they apply to.

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Consistency check across the web. Your name, address and phone details reconciled so every source agrees, because contradiction is what stops an AI naming you.

Answer Ready Content

Written to be quoted

AI platforms quote sources that answer a question directly and clearly. Most agency websites are written to persuade, not to answer. We write and publish the answers.

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The questions from stage one, answered on your site. Taken straight from the query map, so nothing is guesswork.

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Written in the format AI cites. A clear question, a direct answer in the first sentence, then the detail. It reads well for humans and it is quotable for machines.

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Suburb level specificity. Answers that name Strathfield, Summer Hill, Georges Hall and The Hills rather than talking about Sydney in general.

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Built on what is already true. Your sold results, your agents, your four offices. No invented claims, because a claim that cannot be corroborated elsewhere is the fastest way to be ignored.

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Published and live. Not a document of recommendations. The work goes on the site.

03 · Why Fresh Digital

We have just done this, for someone you know

This is not a service we are inventing for the proposal. We have just completed the same piece of work for Push Creative, and we would not be talking to you about it if it had not gone well.

✓We already know your business. We report on your rankings, your website, your four Google listings and your ad account every month. There is no discovery period to pay for.

✓We already know where your demand sits. Which suburbs, which agents, which properties. That is the starting point for this work and we have it in hand.

✓The work is done in house. The same team that writes your monthly report does this, so nothing is outsourced and nothing is templated.

✓You keep the foundation. The structured data and the content stay on your site whatever happens next. There is nothing to keep paying for to hold the benefit.

What you actually receive

Deliverable	Form it takes
Your AI visibility position, before	Documented answers from each platform, dated
The four stage query map	A written map of the questions that matter to your suburbs
Structured data	Built and live on your website
Answer ready content	Written, published and live on your website
Your AI visibility position, after	The same questions asked again, side by side with the before

One thing we will not do is promise you a position. Nobody can guarantee what an AI assistant will say, and any agency that tells you otherwise is guessing. What we can do is remove every reason for those platforms to overlook you, document where you stand before and after, and give you the honest picture either way. That is the same standard as your monthly report.

04 · How It Works

Four steps, start to finish

A defined project with a clear end point. You will know what we are doing at every stage and what you are getting at the end of it.

Test and map

We ask the AI platforms the questions your customers ask and document exactly what comes back today. This becomes your before picture and it is the reference point for everything after.

Build the foundations

Structured data across the business, all four offices, your services and your agents, so every AI platform reads the same unambiguous version of who you are.

Write and publish

The answers to the questions from step one, written to be quoted and published live on your site. Nothing sits in a document waiting for someone to action it.

Re-test and hand over

We ask the same questions again, show you the before and after side by side, and hand over the map so you can see exactly what was built and why.

On timing: the audit and mapping come back quickly, because we already hold most of the underlying data from your monthly reporting. The build and the writing are the longer part. We will give you a completion date when you accept and tell you as each stage lands, rather than going quiet and reappearing at the end.

05 · Investment

One fee to build it, then we look after it

A single one off project fee to build it. There is no new retainer, no lock in and nothing added to your existing monthly invoice. Once it is built, we keep it maintained as part of the monthly work we already do for you.

One off projectInclusion

AI visibility audit across the major platformsIncluded

Four stage query map, documentedIncluded

Structured data across the businessIncluded

All four offices marked up individuallyIncluded

Your agents marked up as named peopleIncluded

Answer ready content, written and publishedIncluded

Before and after re-testIncluded

Total, one off$1,980 + GST

What this fee does not include, so there are no surprises: it is not a website rebuild, and it is not a new site design. Everything here is built on the site you already have. If the audit turns up something structural that would need development work beyond this scope, we will tell you what it is and what it would cost before doing anything, not afterwards. Ongoing upkeep of what we build is covered by your existing monthly.

How to proceed: reply to this and we will book the start. Invoicing is on completion, on your existing terms, and it appears as a separate one off line rather than being folded into your monthly.

✓

The bottom line. $1,980 plus GST, once, to build it. No new retainer, no lock in and no change to what you already pay us monthly. The structured data and the content stay on your site permanently, and we keep them maintained inside your existing monthly work as the platforms change. You buy the foundation once and we look after it from there.

FAQs

Questions you might have

Is this instead of our SEO, or as well as it?

As well as, and it does not change your monthly retainer. Your SEO keeps doing what it does in Google. This addresses a different surface, the one where an assistant answers a question rather than listing results. The two support each other, because the same clarity that helps an AI understand you also helps Google.

How long does it take?

We can start within a few days of you saying yes. The audit and mapping come first, then the build and the content, then the re-test. We will give you a date at the start and keep you posted as each stage lands.

What do you need from us?

Very little. We already have access to your site, your Google listings and your reporting. The only thing we may come back for is confirmation on agent details and which services each office actually handles, so nothing published is wrong.

Can you guarantee we will be recommended?

No, and we would be careful with anyone who says they can. These platforms do not publish their criteria and they change. What we can do is remove every technical and editorial reason for them to overlook you, and show you the documented before and after so you can judge it yourself.

Will we need to pay this again next year?

No. This fee builds the foundation once. The platforms will keep changing, and keeping your structured data and answer content current as they do is part of the monthly work we already do for you, at no extra cost. If something substantial changes that falls outside that, we would tell you what it is and what it would cost before doing anything.

Who else have you done this for?

Push Creative most recently, and we are happy for you to ask them about it. We can also walk you through worked examples from other industries on a call, so you can see the format of what you would be getting.

06 · Next Steps

Ready to get started

Sign below

Accept the scope and the fee with your signature, or send through any questions first. Nothing starts until you are happy with both.

We test and map

We ask the AI platforms your customers' questions and document exactly what they say today. This becomes your before picture.

We build and publish

Structured data across the business and your four offices, then the answer ready content, written and live on your site.

Before and after, handed over

The same questions asked again, shown side by side, with the full query map handed to you. From there we keep it current as part of your existing monthly work, at no extra cost.

Accept & sign this proposal

Sign below to accept the scope and the fee set out above. Once you sign, a confirmation opens for you to send straight to Rob, and we will come back to you with a start date.

Full name

Title / role

Company

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Signature

✓

Proposal accepted

Your key contact

Robert Hickey

Director, Fresh Digital

Your direct line into Fresh for this engagement. Anything on scope, numbers or timing comes straight to me, and I keep the work joined up from the brief through to handover.

Direct

0485 952 395

rob@freshdigital.com.au

Fresh Digital · Australia's digital partner · 14 years of search & digital
rob@freshdigital.com.au · +61 7 3186 2165 · freshdigital.com.au
Suite 5/492 Christine Avenue, Robina, Gold Coast QLD 4226