The window to win AI visibility is open right now. The number of companies doing the work is small. A Brooklyn brokerage just outranked the five biggest firms in AI recommendations. Not in deal volume. In visibility when investors ask ChatGPT or Claude who to call. The firm is Terra CRG. They do one thing. Brooklyn. Every deal, every report, every neighborhood guide is Brooklyn. When an investor asks an AI for the best broker in that market, the model has clean signal about who to name. This is both an AI story and a positioning story Ogilvy was writing about in the 1960s. The principle is old. The aggregator is new. The five biggest firms in New York have more deals, more agents, more marketing spend. They lost to a boutique because broad coverage gives a language model nothing specific to anchor to. The aggregator changed from word of mouth to Google to models trained on what gets published, cited, and repeated. The rule held. Narrow narratives are easier to retrieve than broad ones. So if you’re a generalist competing with a specialist for the same query, the specialist wins. The system can find them. The Terra CRG playbook isn’t complicated. Pick a market. Do every deal there. Publish what you learn. Let third parties cite you. Repeat for a few years until you become the answer to a class of questions. Many companies won’t do this. They’ll keep publishing generic content and corporate speak because breadth feels safer. In a discovery-mediated environment, it isn’t. How customers find you is changing. Generic content will not match the pull of interesting, novel, sourced work tied to your brand. Look at how many companies in your space publish that kind of work. The number is small. That’s the opening, and it applies to every business, not just CRE. You should have a plan to start now. https://lnkd.in/exBpFAdB