Breaking Free from A Place For Mom

Author

Calvin Chen
May 01, 2025

We have previously written about AI’s impact to online search. We are now seeing disintermediation of lead aggregators across various industries. With lead aggregators losing power, communities need to learn how best to optimize in the world of AI search so they can maintain relevance as consumers change the way they find senior housing options.

IMPACT OF AI
Optimizing for AI Search

Before we get to the how, let’s touch on why communities should be thinking about AI search at all. At its core, search is about helping a user find information as easily as possible whether that is for products, services, or anything else. With traditional search, lead aggregators have acted as powerful middlemen—collecting user traffic, aggregating listings or services, and charging businesses for access to potential customers. But that model is shifting fast.

The rise of AI-powered search is changing how people discover, evaluate, and engage with vendors in every category. Instead of clicking through a maze of comparison sites or lead funnels, users now ask questions like:

“What’s the best assisted living facility in Phoenix for memory care?”

AI responds by pulling insights directly from official websites, review platforms, and structured data without ever needing to send the user to a traditional aggregator like A Place for Mom or Caring.

ZNEST’S TAKE
Key Takeaways

  • AI search is replacing lead aggregators by summarizing web content, pulling structured data directly from business sites, and prioritizing trustworthy sources.

  • Make your website AI-readable with clear headings, FAQs, structured data (like schema.org), and conversational summaries that help AI understand and surface your content.

  • Answer real customer questions by aligning content with user intent instead of relying on generic service descriptions.

  • Leverage verified and proprietary data such as customer testimonials, reviews, pricing, and availability—these are favored by AI for relevance and authority.

  • Own the user journey by enabling direct actions (scheduling, quotes, chat) on your site, and use tools like Gumshoe or Profound to monitor and improve your visibility in AI-driven results.

Lead aggregators thrive on visibility and convenience. They centralize information, rank highly on search engines, and charge vendors for access to those eyeballs. But AI search is making that model obsolete by:

  • Summarizing results across the web, eliminating the need for centralized portals.

  • Extracting real-time, structured data directly from websites.

  • Reducing the value of middlemen who don’t own proprietary or verified data.

The result? Vendors who previously relied on paying aggregators for visibility now have a chance to own the customer relationship directly if they know how to show up in AI search. With the right strategy, you can own your presence and nurture leads directly, without intermediaries taking a cut.

How to Win in the Age of AI Search

Here’s how to take advantage of the shift and future-proof your business:

Make Your Website AI-Readable

AI systems like ChatGPT and Google Search Generative Experience (SGE) rely heavily on clean, well-structured, and context-rich data.

  • Use clear headings, FAQs, and bullet points

  • Keep your business hours, locations, and services updated in structured formats (like schema.org markup)

  • Summarize your value proposition at the top of your pages in natural, conversational language

AI isn't just scanning keywords, it's understanding context. Make sure to format your website in a way that allows it to capture that context easily.

Answer Real Questions Users Ask

Think like your customer, not like a marketer. Instead of just writing "We offer memory care," say:

❓ "What senior living options are available for my mom with early-stage dementia?"
✅ “Our community specializes in memory care for residents with early-stage dementia, offering personalized support, secure environments, and engaging daily programs in the Phoenix metro area.”

Create content that speaks directly to buyer intent.

Leverage Verified and Proprietary Data

AI tools rank trusted, official, or verified sources higher. If your content includes:

  • Customer testimonials

  • Third-party review integrations

  • Data unique to your business

…it’s more likely to surface in AI search. Data unique to your business and tied to buyer intent is especially important. These are things like live availability, pricing ranges, activity schedules, etc.

Own the User Journey

AI is reducing friction in the buying process. You should too:

  • Consider adding instant scheduling, chatbots, or quote calculators.

  • Allow customers take action without needing to go through a third-party lead portal.

  • Create follow-up sequences that continue the conversation after discovery.

Integrate with AI Platforms

You can’t know how you are doing unless you monitor how your business shows up in generative results. That is where tools like Gumshoe, Profound, and Evertune come in. These tools help companies monitor, analyze, and optimize their presence in AI-driven search environments. These platforms assist businesses in understanding how their company is represented in responses generated by ChatGPT, Google Gemini, and Perplexity.

Final Thought

AI is rewiring how people find and choose services. Those who adapt quickly won’t just reduce their reliance on aggregators, they’ll build more sustainable, direct, and valuable customer relationships.

The key? Be discoverable. Be trustworthy. Be ready to engage.

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