What the 2026 Homes.com research reveals about the changing buyer journey and why developers need to rethink digital visibility.

The way buyers discover new-construction real estate is changing. Traditional search engines, property portals, digital advertising and broker relationships remain important, but artificial intelligence is becoming another influential part of the research process.

For real estate developers, this creates a new marketing challenge. It is no longer enough for a development to appear prominently in conventional search results. Its information must also be accessible, understandable and credible to AI-powered search platforms that help buyers research and compare properties.

The evidence is compelling.

According to the Homes.com 2026 New Construction Buyer Trends Report, 51% of surveyed new-construction buyers use AI tools to find and explore homes. Homes.com

That finding signals an important shift in how developers should approach their digital marketing strategies.

The research: AI is becoming part of the homebuying process

The Homes.com study surveyed 3,036 recent and prospective new-construction buyers across the United States in May 2026. Participants were at least 25 years old, had purchase budgets of $250,000 or more, and had either purchased a newly constructed home within the previous two years or intended to do so within the next two years.

The research provides a substantial look at how buyers evaluate new homes, what influences their decisions and which digital tools they use throughout the process. Homes.com

The frequency of AI use is particularly revealing. For many buyers, these tools are not simply an occasional novelty. They are becoming a recurring resource during the home search.

While the Homes.com research focuses primarily on newly constructed single-family homes rather than luxury condominiums, its findings have meaningful implications for developers across the residential market.

From searching for properties to asking questions

Traditional search often begins with keywords such as new luxury condominiums in Sarasota or new construction homes in St. Petersburg.

AI-powered search allows buyers to ask more detailed, conversational questions:

Rather than simply returning a collection of websites, AI platforms can synthesize information from multiple sources into a direct response.

This changes the opportunity for developers.

A buyer may encounter a development through an AI-generated comparison or recommendation before visiting its website or speaking with a sales representative.

The development must be discoverable before the buyer knows its name.

That principle is increasingly important to the integrated real estate marketing approach at McGuire Digital.

Why traditional SEO is no longer the entire strategy

Search engine optimization remains essential. Developers still need technically sound websites, relevant content, effective page titles, internal linking and strong organic search visibility.

However, AI search introduces additional considerations.

Answer Engine Optimization (AEO) focuses on making information easier for AI-powered systems to discover, interpret and potentially incorporate into their responses.

For new-construction developments, this means publishing accurate, well-organized information about the project, including its location, architecture, residence types, amenities, pricing when available, development team and construction timeline.

It also means presenting that information in ways that directly address the questions prospective buyers are asking.

A comprehensive development website might explain the property through architectural renderings and compelling lifestyle messaging. An AEO-informed website also provides clear factual answers about the development itself.

Both are necessary.

Structured data, descriptive headings, relevant internal links and consistent project information help search systems interpret the content. None guarantees placement in AI-generated answers, but together they create a stronger foundation for discoverability.

The website is becoming a source of answers

The importance of a development’s website extends beyond its visual presentation.

It is the primary digital source for information about a project, particularly during preconstruction when the finished property does not yet exist.

AI systems may draw from developer websites, real estate portals, editorial coverage and other publicly available sources. Inconsistent or incomplete information can make it more difficult for those systems to accurately represent a development.

This creates an opportunity to strengthen a website through content that serves both prospective buyers and AI-powered search.

For example, a development’s website should clearly answer questions about available residence configurations, architectural features, location advantages, amenities and the purchasing process.

The Homes.com research reinforces the importance of detailed digital information. Among surveyed buyers, 42% identified home and community videos as useful research tools, 36% cited interactive floor plans, and 29% cited interactive site plans. Homes.com

These findings demonstrate that buyers value information that helps them understand a property before visiting it.

For developers, rich visual content and well-structured written information should work together rather than compete for attention.

Content must reflect what buyers actually want to know

AI search is only one part of the changing buyer journey.

The Homes.com research also reveals how carefully buyers evaluate the practical and financial aspects of new construction.

The study identified additional concerns involving homeowners insurance, property taxes and closing costs, while finding that buyers place substantial importance on functionality, customization and long-term value.  Homes.com

For developers, the implication is that effective content should extend beyond promotional descriptions.

Buyers want to understand what distinguishes one development from another, how residences support their lifestyle, what ownership involves and why a particular property deserves consideration.

AEO encourages a more comprehensive approach to answering those questions.

This does not mean every development website should become an encyclopedia. It means the content should anticipate meaningful buyer questions and provide useful, reliable answers.

A well-developed FAQ section, informative editorial content and clearly organized project pages can all contribute to that objective.

AI search and digital advertising work together

AI search does not replace traditional buyer acquisition.

Paid search, targeted social media, broker outreach and email marketing remain important ways to introduce developments to qualified prospects.

The distinction is how buyers and developers find one another.

AI-powered search can help buyers discover developments that meet their criteria. Targeted digital advertising can help developers reach prospective buyers who may not yet be actively searching for a particular project.

At McGuire Digital, these disciplines are treated as complementary components of a coordinated strategy.

A development’s digital presence should support discovery, communicate its differentiators, generate inquiries and maintain engagement throughout a purchasing process that can extend for months.

Our experience in luxury real estate marketing informs how these disciplines are brought together around the needs of each development.

What developers should be doing now

The Homes.com findings suggest that AI search should no longer be treated as an experimental addition to real estate marketing.

Developers preparing to launch new communities, condominium towers or luxury residential projects should consider AI discoverability from the beginning.

That starts with a website architecture designed to communicate accurate project information, supported by relevant content, technical SEO, structured data and a consistent digital identity.

It also requires ongoing attention. As project details evolve, websites and supporting content should reflect the latest accurate information.

For developments already in the market, an evaluation of existing content can identify opportunities to improve clarity, answer additional buyer questions and strengthen search visibility.

The objective is not simply to appear in more search results. It is to help the right buyers discover the right development at the right stage of their decision-making process.

The next generation of real estate marketing

The 2026 Homes.com research confirms that AI has become a meaningful part of the new-construction buyer journey.

As buyers become more comfortable asking AI platforms to identify, evaluate and compare properties, developers have an opportunity to make their projects more accessible through clear, credible and comprehensive digital information.

Traditional SEO, AEO, content strategy and targeted buyer acquisition are increasingly interconnected.

For real estate developers, the opportunity is to build a digital presence that works across all of them.

AI helps buyers find developments. Digital marketing helps developments find buyers.

At McGuire Digital, that understanding shapes how we approach marketing for luxury residential developments.

by: Jason McGuire
September 7, 2026