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Read time: ~10 minutes
Welcome back.
In this edition, you’ll learn exactly how to use schema to win a featured snippet in Google, a new AI-powered lead management assistant, and what to expect from NAR’s decision to rescind their ‘No-Commingling’ rule.
If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.
Or, if you’re caught up, let’s jump right in.
In this, and every, edition you can expect…
One actionable tip that can immediately boost your lead generation
One handy tool that can simplify your tech stack management
One essential news story
…and to get at least 1% better at generating more of the right type of leads.
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Using Speakable Schema for Winning a Google Featured Snippet
Big portals already outrank most agent sites for broad keywords, but one slice of Google real estate is still up for grabs: featured snippets—the boxed answers that sit above the organic results.
This step-by-step guide shows you how adding one under-used markup, Speakable Schema, can lift your snippet capture rate 5–15 percentage points in as little as 30 days.
No fancy dev sprint required.
1 | What “speakable” schema really is
Schema type:
SpeakableSpecification, nested inside your page-levelArticleorWebPageJSON-LD.Original purpose: Let Google Assistant read short news passages aloud.
Hidden superpower: Because you explicitly mark a 2-to-3-sentence answer block, Google no longer has to guess which lines to excerpt—so it often adopts your copy verbatim for a featured snippet.
Google still lists the property as BETA, but SEO testers (Coalition Tech, 2024) reported measurable gains when the only change was adding a speakable block.
2 | Why it influences snippets
Speakable effect | Result for you |
|---|---|
Defines a canonical 20-to-30-second answer | Google sees a “clean” snippet candidate |
Provides start & end XPaths | Lowers Google’s extraction workload |
Must reside in valid Article/WebPage Schema | Reinforces page quality & freshness |
Ahrefs users tracking 120 “how-to” queries saw snippet wins rise from 27 to 32 URLs (+18 %) after rolling speakable across a content cluster.
3 | Perfect use-cases for real-estate content
Page type | Example answer block |
|---|---|
FAQ hub | “What are typical closing costs for sellers in Phoenix? |
How-to guide | “How to stage a 2-bed condo on a $1 000 budget.” |
Neighborhood explainer | “What is Walk Score and why does it matter for West Loop condos?” |
Skip property-detail pages; Google ignores speakable on ecommerce-style listings.
4 | Implementation checklist (10 minutes per URL)
A. Pick the answer block
Two crisp sentences, <300 characters total. Place it high on the page—ideally under an H2 labeled “Quick answer” or “TL;DR.”
B. Grab its XPath
In Chrome DevTools: right-click the <p> element → Copy → Copy XPath. Repeat if you want a second paragraph.
C. Add the JSON-LD (example)
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "headline": "How Long Does a Home Appraisal Take?", "datePublished": "2025-07-03", "author": { "@type": "Person", "name": "Jordan Reyes" }, "speakable": { "@type": "SpeakableSpecification", "xpath": [ "/html/body/main/article/section[1]/p[1]" ] } } </script> Rules:
Keep file <5 KB.
Text must be visible in the HTML (no hidden divs).
Use one speakable block per page.
D. Validate in Google’s Rich Results Test → no errors.
5 | Test like a scientist
Step | Tool | Metric |
|---|---|---|
Record baseline snippets | Ahrefs → SERP features | # of position-0 wins |
Deploy speakable on 10 “how-to” URLs (or 50/50 split via Cloudflare Workers) | CMS / proxy | N/A |
Wait 28 days | Search Console → Performance → filter by result type = “Rich results” | Change in impressions & clicks where position = 1.0 |
Spot-check wins | Manual Google search or SERP API | Screenshot evidence |
If you gain ≥5 percentage-point lift, roll out to all FAQ and guide pages.
6 | Real-world mini-case
Site: DenverDreamKeys.com (70 blog posts)
Test group: 12 pages (“How long to close in Denver?”, “What is radon mitigation?”)
Control: 12 similar pages, no speakable.
30-day result:
Snippet share: +3 pages in test, 0 in control.
Click-through rate on “radon mitigation” query jumped from 5.8 % → 13.2 % (Search Console).
Net new leads: 17 form fills traced to snippet traffic.
7 | Pitfalls to avoid
Over-long excerpts – Anything >30 seconds reading time is ignored.
Multiple speakable specs – One per page keeps the signal clear.
Thin pages – Needs solid E-E-A-T: an author bio, citations, updated date.
8 | Step-by-step rollout plan for your brokerage
Shortlist 20 URLs: pick FAQs, definition posts, neighborhood explainers.
Write a 2-sentence answer box for each; place near the top.
Add speakable JSON-LD with exact XPaths.
Validate & publish.
Track for 4 weeks. If positive, scale to entire blog/help center.
Final takeaway
Featured snippets deliver outsized visibility—often stealing clicks even from the #1 organic result. Adding a single “speakable” block is a fast, code-light experiment that costs nothing and can unlock premium SERP real estate your bigger competitors haven’t claimed.
Set aside one hour this week to mark up three FAQ pages. Next month you might find your concise answer sitting above Zillow in Google—bringing high-intent buyers and sellers straight to your door.
Close More Deals, Not More Administrative Tasks
Do you often find yourself bogged down by administrative tasks, diverting focus from closing deals?
Managing multiple platforms, responding to leads, and updating CRMs can be overwhelming.
This edition’s recommended tool offers a comprehensive solution by automating lead qualification, follow-ups, and CRM updates, allowing agents to concentrate on what they do best—selling properties.
Tool: Kendal AI – Voice-Activated CRM for Real Estate Professionals
Overview: Kendal AI is an AI-powered, voice-activated CRM tailored specifically for real estate agents and brokerages. It integrates seamlessly with WhatsApp to automate lead engagement, qualification, and follow-ups 24/7. With features like voice commands, portal integrations, and website builders, Kendal AI streamlines operations, reducing administrative workload and enhancing productivity.
Key Features:
AI WhatsApp Assistant: Engages leads, qualifies prospects, and updates your CRM automatically, ensuring no opportunity is missed.
Voice-Activated Commands: Manage CRM tasks hands-free by simply saying, "Hey Kendal," to perform actions like scheduling follow-ups or updating listings.
Portal Integrations: Sync listings across major property portals such as Property Finder, Bayut, and Dubizzle, eliminating redundant data entry.
Website & Listing Page Builder: Create property pages and development listings in seconds, with automatic synchronization to your custom website.
Automated Follow-Ups: Personalize and schedule follow-up messages for various occasions, including quarterly updates and holiday greetings.
Team Management: Assign tasks, track performance, and manage data with role-based permissions, enhancing collaboration within your team.
Benefits for Real Estate Agents
Kendal AI offers several advantages tailored to the real estate industry:
Increased Efficiency: Automating routine tasks allows agents to focus more on client interactions and closing deals.
24/7 Lead Engagement: The AI assistant ensures continuous lead nurturing, even outside of business hours.
Enhanced Productivity: Voice-activated commands and integrations reduce the need for multiple tools, streamlining workflows.
Improved Client Experience: Timely and personalized communications foster better relationships with clients.
Scalability: Suitable for individual agents and large brokerages, Kendal AI adapts to various business sizes and needs.
How to Get Started with Kendal AI
Visit the Website: Go to Kendal AI to explore features and book a demo.
Choose a Plan: Select from the WhatsApp Lead Assistant, Full Suite CRM, or Enterprise Plan based on your business requirements.
Set Up WhatsApp Integration: Connect your WhatsApp account to enable the AI assistant to manage lead interactions.
Customize Your CRM: Configure voice commands, portal integrations, and website settings to align with your workflow.
Train Your Team: Utilize Kendal AI's resources to onboard your team and maximize the platform's benefits.
Why Kendal AI is a Game-Changer for Real Estate Marketing
By automating lead management and CRM tasks, Kendal AI empowers real estate professionals to operate more efficiently and effectively. Its voice-activated features and seamless integrations reduce the administrative burden, allowing agents to dedicate more time to client engagement and sales. With Kendal AI, staying organized and responsive becomes effortless, leading to increased conversions and business growth.
Ready to revolutionize your real estate operations?
Explore Kendal AI today and experience the future of real estate CRM.
NAR Rescinds 'No-Commingling' Rule
In a significant policy shift, the National Association of Realtors (NAR) has officially rescinded its "no-commingling" rule, a move poised to reshape how real estate agents display listings and generate leads. The decision, finalized by NAR's Executive Committee on June 4, 2025, follows mounting scrutiny from the U.S. Department of Justice and industry stakeholders.
When brokers operate in multiple MLSs and there are the optional rules, it confuses them because one MLS may adopt something and another MLS may not.
Understanding the 'No-Commingling' Rule
The "no-commingling" policy previously allowed Multiple Listing Services (MLSs) to prohibit brokers from displaying MLS listings alongside non-MLS listings, such as those from other brokerages or platforms. While the rule was optional and adopted by only 29% of Realtor-affiliated MLSs, it created inconsistencies and confusion for brokers operating across different MLS jurisdictions.
Implications for Realtors and Lead Generation
The elimination of the "no-commingling" rule opens new avenues for Realtors to enhance their online presence and lead generation strategies:
Unified Listing Displays: Agents can now present a more comprehensive portfolio of properties, combining MLS and non-MLS listings on their websites. This unified approach can attract a broader audience and provide clients with a one-stop-shop experience.
Enhanced SEO Opportunities: With the ability to showcase a wider range of listings, agents can optimize their websites for search engines more effectively, increasing visibility and attracting organic traffic.
Improved Client Transparency: Providing clients with access to a diverse set of listings fosters trust and positions agents as comprehensive resources in the home-buying process.
Actionable Strategies for Realtors
To capitalize on this policy change, Realtors should consider the following steps:
Audit and Update Digital Platforms: Ensure your website and marketing materials are updated to reflect the inclusion of both MLS and non-MLS listings. Highlight this expanded inventory to demonstrate value to potential clients.
Leverage Technology Tools: Utilize IDX solutions and website plugins that support the integration of diverse listing sources, ensuring a seamless user experience.
Educate Clients: Communicate the benefits of the expanded listing access to clients, emphasizing the increased options and transparency now available to them.
By embracing these strategies, Realtors can enhance their lead generation efforts and provide superior service in a more open and competitive marketplace.
What did you think of this week's email?
Thanks for reading.
See you next week.
The Real Estate Marketing Update Team @ imFORZA