How Property Law Firm Doubled AI Citations and Became One of the Most Cited Law Firms in AI Search
- Mention Rate grew to 18.5% in three months
- Domain citations grew from 492 to 1,095, a 123% increase
- Property Law Firm won 40+ high-intent prompts across Calgary, Edmonton, and Oakville
- AI platforms started driving qualified traffic, with 114+ visitors in a single week.
About Property Law Firm
Property Law Firm is one of Canada's fastest-growing real estate law firms, serving clients across Alberta and Ontario. With offices in Calgary, Edmonton, and Oakville, the firm handles thousands of residential real estate transactions every year.
We knew people were starting to use ChatGPT when looking for legal services, but we had no visibility into whether our firm was showing up. We couldn't tell if potential clients were finding us or our competitors.
- Britney Ali, Marketing Manager at Property Law Firm
Challenge: Invisible in the channel clients trust most
When a homebuyer asks ChatGPT "Which is the best real estate lawyer near me?" The answer determines which firms get the calls. Property Law Firm had strong traditional SEO and a steady stream of Realtor referrals, but they were not showing up in AI platforms where most of the buyers are now searching.
Solution: Helping more homebuyers discover Property Law Firm
Property Law Firm partnered with Pierview to map, measure, and win their AI search presence.
- Mapping the opportunity: Together, the team identified every prompt a Calgary homebuyer might type into ChatGPT: "best real estate lawyer Calgary," "top law firm for home purchase," and 60+ more. The baseline was clear: Property Law Firm was absent from most high-intent prompts.
- Identifying citation gaps: Pierview's citation analytics showed which pages AI platforms were citing when recommending law firms. Competitors appeared more often because their content was easier for AI systems to interpret. Property Law Firm already had strong content, but it needed to be structured in a way that made it easier for AI platforms to understand and reference.
- Optimizing content for AI Search: Using Pierview's Content Creation workflow, Property Law Firm rebuilt key pages, service descriptions, location pages, and FAQs, into content that AI platforms could parse and cite as trusted answers. Each page answered the exact question a buyer would ask, in the format LLMs prefer.
- Measuring what worked: Pierview tracked which prompts Property Law Firm appeared on and how visibility shifted week over week. The team doubled down on what worked and fixed what did not.
The biggest benefit wasn't just seeing where we ranked. We finally understood why competitors were being recommended and what we needed to change. That made it much easier to prioritize our content.
- Britney Ali, Marketing Manager at Property Law Firm
Results
Within six months, Property Law Firm saw meaningful improvements in AI visibility, citations, and traffic across the prompts that mattered most to their business.
| Metric | Result |
|---|---|
| AI visibility | 18.5% mention rate (up from 11.4%), share of voice at 40.6% |
| Domain citations | 1,095 total citations, a 123% increase, with unique cited pages up 230% |
| Prompt coverage | 40+ prompts won, including #1 on ChatGPT and Perplexity for the most searched prompt at 4,362 searches/month |
| Competitive position | Most cited domain among all tracked competitors, displacing older firms |
| AI-referred traffic | 114+ visitors from AI platforms in a week, 100 from ChatGPT alone |
Traffic
New pages structured for AI parsing began earning citations within weeks. The homepage grew by 98% QoQ. Unique cited pages expanded from 20 to 66, confirming AI platforms surface a broader range of content over time.
| Page | Trend |
|---|---|
| Homepage (propertylaw.ca) | +98% |
| First-Time Home Buyers (Alberta) | +71% |
| How to Choose a Trusted Law Firm (Alberta) | +35% |
| Ontario Business Page | +25% |
Mention Rate across key target prompts
| Prompt | June |
|---|---|
| Real estate law firms Alberta (title searches/closings) | 46.1% |
| Best conveyancing lawyers Oakville for first home | 41.4% |
| Flat-fee closing help Calgary first-time buyers | 42.9% |
| Ontario law firm mitigating closing risks Oakville | 54.9% |
| Toronto lawyer helps first-time buyers avoid mistakes | 39% |
Why these results mattered
Before working with Pierview, Property Law Firm had no way to measure how AI platforms viewed their brand. Today, the team can identify which prompts matter most, understand why competitors appear in results, and continuously improve their visibility. Rather than treating AI Search as a black box, it has become a measurable marketing channel.
What's next
Following the initial success, Property Law Firm is expanding its AI Search strategy into additional cities and neighbourhoods, creating location-specific content that answers the questions local buyers are asking.
In a hyper-local industry like real estate law, they've realized that AI search is not a replacement for referrals, it is a new front door.
Every market we serve has people using AI to find legal services, and we want to make sure we're part of those conversations.
- Joseph Berljawsky, Co-Founder at Property Law Firm
