Quick answer: Weekly. One solid piece a week, spread across your channels, is the working floor: a Google Business Profile post every week, a blog post roughly every two weeks, LinkedIn about twice a week. Pages updated within the last three months earn about 67% more AI Overview citations than pages left to go stale (SE Ranking, 2025). With a system doing the drafting, your side is about 90 minutes a month.
Almost every agent I run an assessment for asks me the same follow-up question, usually with a little dread in it: "Okay… so how much do I actually have to post?" Fair question. Here's the honest math.
Why does AI stop citing you when you stop posting?
Pages updated within the last three months average about 6 AI Overview citations; pages left untouched average about 3.6 — a 67% gap (SE Ranking, 2025). And it's wider than one tool: across roughly 17 million AI-assistant citations, about half point to content less than 13 weeks old (Ahrefs). Neither study proves the engines read a freshness dial directly; both show that recently-updated pages get cited more often. That correlation is enough to act on. When your presence goes quiet, you stop showing up in the pool the engines are drawing from.
Three separate clocks are running against you. Your content goes stale (a profile last touched in March reads as abandoned by July). Your market data goes wrong — that "current rates" post from January isn't just old, it's now inaccurate, which is worse. And your competitors keep publishing, so even standing still, your share of the answer shrinks.
How often should you post on each channel?
The working floor: a Google Business Profile post weekly, a blog post twice a month, LinkedIn twice a week, Instagram weekly.
| Channel | Working floor | Why this number |
|---|---|---|
| Google Business Profile | Weekly | Standard GBP updates fade from view after about 7 days — a weekly post keeps the profile reading "active" |
| Blog (your own site) | 2× per month | The one asset that compounds — it can keep earning citations after you publish |
| ~2× per week | Feed decay is fast; twice a week holds presence without living there | |
| ~Weekly | The caption (which AI actually reads) matters more than the frequency |
Add it up and it's four to five posting actions a week. Before you close this tab: that's not 18 separate pieces of writing a month. In the system I run, it's one anchor piece a week, refracted into everything else — the GBP post, the LinkedIn post, the carousel caption are the same light through different angles.
Do you have to post every day to stay visible?
No. What gets you cited is answering the exact questions people ask. Across a 174,048-page study of AI Overviews, the correlation between page length and getting cited was about 0.04, effectively zero, and 53% of cited pages run under 1,000 words (Ahrefs). A short page that answers the exact question a buyer types beats a long one that circles it. The same logic applies to frequency: five aimless posts a week lose to one that answers something people actually ask. (I wrote about which signals actually move AI visibility in the five-signals post.)
There's a ceiling, too. Past about one action a day, the extra posts buy audience fatigue and your own burnout. Which brings me to the real failure mode.
What's the biggest posting mistake agents make?
Sprinting. An agent gets fired up, posts every day for three weeks, hears crickets, and stops for three months. The decay clock doesn't care about your sprint — by month two the engines read the silence, and the burst bought almost nothing. A weekly dose you can hold for a year beats a heroic month every time. Cadence is the product; intensity is a rounding error.
How much time does this actually take?
About 90 minutes a month — if the drafting isn't on you. That's the honest number from running this on my own business and my clients': the system generates the drafts, and the agent spends their time on the last 10% only they can do — their voice, their deals, a real detail from their week. I call it the Hitch rule (yes, the movie): I go 90, you go 10. The blank page is the thing that kills consistency, so remove the blank page and the cadence stops requiring willpower.
FAQ
Is posting once a month enough to stay visible to AI?
It's the floor below which decay wins. One GBP post a month leaves your profile looking stale for three of every four weeks, and a monthly blog never builds momentum. Once a month keeps you alive; weekly keeps the profile reading as active every time someone looks.
Does posting more often guarantee AI will recommend you?
No — and nobody can honestly promise that, me included. Frequency keeps your presence current; whether AI cites you depends on what you post (real answers to real questions) and how readable your presence is to machines. I promise visibility — showing up where AI looks — never leads or rankings.
Do Google Business Profile posts really expire?
Standard GBP updates fade from prominent view after about a week, which is exactly why weekly is the GBP floor. The post stays on your profile, but its job — signaling that you're active right now — is done.
What if you only have time for one thing a week?
Write one short blog post that answers one real question buyers in your market ask. It's the piece that can keep working after you hit publish, and every other channel's post can be cut from it later.
Does updating your listings count as posting?
Not for this purpose. A price change or new listing photos update a property record; what actually shows you are active comes from you publishing — a GBP update, a post, a page on your site with a current date on it. Listings prove a house is active. Posting proves the agent is.
Here's the two-minute test for whether decay has already caught up with you. Open a private browser window and ask ChatGPT, "Who are the top real estate agents in [your town]?" Run it twice.
If you're not in the answer, get a free AI Visibility Score — I'll check how you show up across ChatGPT, Perplexity, Gemini, and Google's AI Overviews, and send you the gaps in plain English.
Jens Hansen is a Compass agent in Danville, California (DRE #02274665) and the founder of LeadJens, where he builds the systems that help agents show up, by name, when AI answers questions about their market.