How real estate agents put artificial intelligence to work
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In an industry as face-to-face as real estate, an agent’s use of artificial intelligence (AI) to automate their work might seem like science fiction. But with recent breakthroughs in machine learning, that fiction has quickly become reality for tech-savvy agents.
ChatGPT is a chatbot which uses machine learning algorithms — programming — to understand written language and then generate responses based on user inputs — your chat entries. OpenAI launched ChatGPT in November 2022 and is free to use during a research preview period.
The language processing model has galvanized technophiles across industries, including real estate.
Specifically, real estate agents use ChatGPT to craft compelling listing descriptions and content to automate their marketing efforts, such as social media posts, blogs and emails. This tool streamlines agents’ more tedious copywriting and content creation tasks.
Read ahead for tips on how to use this revolutionary productivity tool.
Use ChatGPT to help market listings
While property photos do much of the heavy lifting in selling real estate, a well-written listing description also has the power to make or break a prospective buyer’s perception of the property — and the agent.
An agent knows how to highlight a property’s standout features and ultimately sell. But to captivate the reader and make the listing feel like home requires fine wordsmithery. At minimum, listing descriptions sell best when they are short, free of errors and contain clear language with plain meaning.
It might take an agent 30 minutes to write and edit a listing description that effectively displays the property’s amenities and features. ChatGPT does it on command in seconds.
Example: listing descriptions
To produce a listing description, the agent needs to provide ChatGPT some written instruction and context. For example, when a user prompts the following:
A listing description for a 3 bedroom 2 bathroom 1500 square foot home in Sacramento, California with a 2 car garage and granite countertops.
ChatGPT responds:
This 3 bedroom, 2 bathroom home in Sacramento, California boasts a spacious and well-appointed open concept living and dining area with large windows and natural light. The kitchen is a chef’s dream with granite countertops, ample storage and modern appliances. The bedrooms are located on the opposite side of the home, with ample closet space and natural light. The master bedroom features an en-suite bathroom with dual sinks and granite countertops. Additionally, this property features a 2-car garage. This home offers the perfect combination of style, comfort, and functionality. Don’t miss out on the chance to make it yours!
As you may have noticed, the AI added extra features not named in the initial request. Agents always need to examine the response for accuracy — OpenAI warns the large language model is still under development and may generate incorrect information.
Additionally, all AI models are liable to inherit the biases of their creators and the data on which they are trained. Whether an honest mistake by an agent or a chatbot, discrimination in real estate advertising carries steep penalties. Agents need to review responses for outdated language like “master bedroom” in the example above.
Fine-tuning the chatbot with more specific detail about the property’s features produces the best listing descriptions. For instance, when prompted with additional home features:
A listing description for a 4 bedroom 2 bathroom newly remodeled home with vaulted ceilings, a large backyard, and new windows in San Diego, California.
ChatGPT delivers a more detailed listing description:
This newly remodeled 4 bedroom, 2 bathroom home in San Diego, California boasts a bright and open floor plan with vaulted ceilings throughout. The home has been fully updated with new windows that allows plenty of natural light to flood the interior spaces. The kitchen has been completely remodeled with new appliances, cabinetry and countertops, perfect for any home chef. Each of the 4 bedrooms offer ample space and comfort, providing the perfect oasis for rest and relaxation.
The property has a large backyard, perfect for entertaining, relaxing or enjoying the beautiful San Diego weather. A great space for hosting BBQs and gatherings with friends and family.
The home’s central location provides easy access to all San Diego has to offer, from world-renowned beaches to delicious dining and nightlife options. Whether you’re looking for an investment property or a place to call home, this newly remodeled home is a must-see!
At its best, the chatbot gives an agent compelling copy to flaunt those new windows, vaulted ceilings and expansive backyard. The property, by the chatbot’s clever sleight of language, is imbued with personality.
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Social media
Real estate agents are also incorporating AI writing algorithms such as ChatGPT to curate their online presence.
An agent’s digital marketing strategy might include content for:
- social media platforms;
- blogs;
- email; and
- their real estate agent website.
Social media is the premiere ecosystem agents use to stay visible and strengthen their personal brand with clients. Real estate agents know the importance of soliciting new clients and keeping tabs on past clients.
Popular social media sites for agents include:
- Facebook;
- Instagram;
- TikTok;
- LinkedIn;
- Pinterest; and
- YouTube.
Some sites are more text-based (Facebook and LinkedIn), image-based (Instagram and Pinterest) and others are video-based (TikTok and YouTube).
An agent uses ChatGPT to create social media content by prompting the chatbot to:
- generate ideas for promotional content related to your brand;
- write content tailored to target formats and audiences; and
- refine and expand that content with additional prompts.
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Example: social media
An agent might write the chatbot the following command:
Ideas for social media posts for agents.
ChatGPT’s response:
- Share testimonials and success stories from satisfied clients
- Offer helpful tips and advice for buying or selling a home
- Share photos and virtual tours of your current listings
- Share local market updates and statistics
- Promote open houses and upcoming events
- Share helpful resources such as home buying/selling guides
- Share your own personal story and why you became a real estate agent
- Showcase your community involvement and local partnerships
- Share industry news and updates
- Showcase your team and highlight their accomplishments
When the agent decides to use one of these ideas, they can prompt ChatGPT for more detailed information, such as:
Write a social media post from an agent offering helpful tips and advice for buying a home.
ChatGPT’s response:
Attention first-time home buyers! The home buying process can be overwhelming, but with the right knowledge and preparation, it can also be an exciting and rewarding experience. Here are a few tips to help make your home buying journey a success:
- Get pre-approved for a mortgage before you start searching for a home. This will give you a better idea of your price range and help you make an offer more quickly when you find the right home.
- Make a list of must-haves and nice-to-haves for your new home. Prioritize your needs and wants so you can focus your search on homes that meet your criteria.
- Hire a professional real estate agent who has experience in the area you are looking to buy. They can provide you with local market knowledge and help you navigate the buying process.
- Be prepared to move quickly when you find the right home. In a competitive market, you need to be ready to make an offer as soon as you find the perfect property.
- Don’t forget the home inspection! It’s important to have a professional inspect the home before you close to make sure you know what you are buying.
Buying a home can be stressful but with the right mindset and with the right professional help, you will find your dream home. Let’s work together to make your dream home a reality. #HomeBuyingTips #FirstTimeHomeBuyer #RealEstateAdvice
Refining that post is as easy as including a specific neighborhood, target demographic, and — of course — your personal contact information and branding. This step will be different for every agent — even between a single agent’s marketing campaigns.
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Blogs
Blogs demonstrate an agent’s expertise in a particular area of real estate.
An agent may post their blog to their agent website, another hosting platform or both. Blogs are similar to social media marketing since many platforms are free and yield valuable exposure to the agent from both past and new clients.
An agent can control the tone of a ChatGPT-created blog by splitting the task up into smaller parts and editing for language between each. For instance, an agent might refine their strategy by asking the chatbot to:
- come up with ideas for new blogs and manually select your most valuable topics;
- draft an outline for a blog which targets a specific demographic or area; and
- write full-length informative blogs, supplemented with your personal experience.
This is particularly effective for agents providing niche services, since less content (and competition) exists in smaller markets. Agents can still query the chatbot in this way to provide ideas on blog topics for that specialty. For example, an agent might prompt:
Come up with some blog ideas for a real estate agent in Los Angeles who specializes in commercial property for investors.
ChatGPT’s response:
- “The Top Commercial Real Estate Markets in Los Angeles for Investors”
- “Why Los Angeles is a Smart Choice for Commercial Real Estate Investment”
- “The Pros and Cons of Different Types of Commercial Properties for Investment”
- “The Importance of Due Diligence in Commercial Real Estate Investment”
- “The Role of a Real Estate Agent in a Commercial Property Investment”
- “The Benefits of Working with a Commercial Real Estate Specialist in Los Angeles”
- “The Impact of COVID-19 on the Los Angeles Commercial Real Estate Market”
- “Commercial Property Management Tips for Investors”
- “How to Identify and Evaluate Income-producing Commercial Properties in Los Angeles”
- “The Future of Commercial Real Estate in Los Angeles: Trends to Watch”
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Unlike blogs and social media, email marketing is a more direct and reliable way of maintaining relationships with past and prospective clients.
Time-tested content creation ideas for your real estate marketing emails include:
- advertising listings of properties;
- solicitations to new potential clients;
- upcoming events and open houses;
- real estate news and market trends;
- home maintenance and finance tips;
- emails related to a client’s transactions, such as reminders and follow-ups; and
- seasonal and holiday messages.
Just as with social media outlets, ChatGPT helps you generate email marketing ideas or helps you write the content with prompts. When prompted with:
Write an email marketing campaign from a Fresno real estate agent. Make the email message related to Memorial Day.
ChatGPT responds:
Dear [Name],
As Memorial Day approaches, we are reminded of the sacrifices made by our military heroes and their families. As a real estate agent in Fresno, I am honored to help those who have served our country find their dream homes.
This Memorial Day, I want to extend a special offer to all active and retired military personnel. If you are in the market to buy or sell a home, please contact me and I will work hard to ensure you receive the best deal possible.
As a Fresno real estate expert, I have a deep understanding of the local market and can help you navigate the buying or selling process with ease. I am committed to providing outstanding service and ensuring that your real estate experience is as stress-free as possible.
In honor of Memorial Day, I am also offering a complimentary home staging consultation for any active or retired military personnel who list their home with me by June 15th. This consultation will help you showcase your home in its best light and increase its appeal to potential buyers.
If you have any questions or would like to schedule a consultation, please don’t hesitate to contact me. I am here to help you find your dream home and to honor those who have served our country.
Sincerely,
[Your Name]
Real Estate Agent in Fresno
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Agent website
Ultimately, your professional website is the only platform you control 100%. With social media mostly free, real estate professionals of all specialties often overlook this facet of their digital footprint.
Consider these examples of effective content for your agent website:
- your biography;
- reviews from past clients;
- press releases on successful sales or other professional achievements;
- videos displaying your brand and services;
- property listings; and
- neighborhood
Like blog posts, press releases show off your expertise and experience in your service area. Try this ChatGPT prompt for a press release covering a home sale in San Francisco, California:
Write me, a real estate agent, a press release for a $1.4 million home I sold in San Francisco.
ChatGPT’s response:
FOR IMMEDIATE RELEASE
San Francisco Real Estate Agent Sells $1.4 Million Home
San Francisco, CA – [Your name], a local real estate agent, is proud to announce the successful sale of a stunning $1.4 million home in the heart of San Francisco. The property, located at [address], boasts [number] bedrooms, [number] bathrooms, and [square footage] of living space, making it a perfect fit for a growing family or stylish urban retreat.
The home features high-end finishes and luxurious amenities, including [list of amenities]. The open-concept floor plan, large windows, and private backyard make it perfect for indoor-outdoor living and entertaining.
The home was on the market for only [number of days] before it received an offer, which was accepted by the seller. The property attracted multiple offers from eager buyers, demonstrating the high demand for high-end homes in San Francisco.
“I am thrilled to have been able to assist the sellers in finding a buyer for their beautiful home,” said [Your name], the listing agent. “The high demand for luxury homes in San Francisco is a testament to the city’s desirability and the strength of the local real estate market.”
[Your name] is an experienced and dedicated real estate agent who specializes in luxury homes and properties in San Francisco. If you’re interested in buying or selling a high-end property in the city, please contact [Your name] at [phone number] or [email address].
Contact:
[Your name]
[Your company name]
[phone number]
[email address]
Editor’s note — This is a prototype press release and needs to be tailored to the specifics of the property and terms of sale. Check with your broker for permission to post a press release when the sale has not yet closed.
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Lead generation
ChatGPT is no stranger to the elevator pitch. Agents can leverage ChatGPT to woo new clients by prompting it to craft a killer introduction.
For example, an agent gives the following directions:
Act like a real estate salesperson. Write a sales pitch for a seller and let them know you can do a complete comparative market analysis to find the best price for their property.
And ChatGPT responds:
Hello, are you thinking of selling your property? I am a professional real estate salesperson and I can help you get the best price for your home. One of the first steps in the process is to do a complete comparative market analysis. This will give us a clear understanding of the current market conditions and help us to determine the best price for your property.
I have access to the latest data and trends in the market, and I will use this information to create a customized marketing plan that will target the right buyers for your home. I also have a network of contacts and resources that will help to ensure that your property is seen by as many potential buyers as possible.
I will work closely with you throughout the entire process to ensure that you get the best price for your home and that the transaction goes smoothly. My goal is to make this process as stress-free as possible for you, so you can focus on your next move.
If you’re interested, I would love to schedule a meeting with you to discuss how I can help you get the best price for your property. Thank you for your time.
Recruiting agents
As the public’s interest in real estate wanes during periods of high prices and tight credit, brokers can use ChatGPT to help recruit agents and automate the tedious writing required of the hiring process.
A broker writes these directions:
I’m a real estate broker looking to hire an unlicensed employee who will become an agent. The candidate should have these qualities: a positive, energetic attitude, self-motivated, disciplined, consistent, knowledgeable of sales, willingness to learn, and adaptable. Write a job ad that will attract this type of hire and that highlights my diligence to train the right candidate.
And ChatGPT responds:
Are you a positive, energetic and self-motivated individual looking for a career in real estate? We are a growing real estate brokerage looking for an unlicensed candidate to join our team as a finder before obtaining their license and becoming an agent.
As a member of our team, you will have the opportunity to learn the industry from the ground up and help us find properties for our clients while working towards obtaining your license. We are looking for someone who is disciplined, consistent, knowledgeable of sales, and willing to learn and adapt.
We provide comprehensive training and support to ensure that you have the knowledge and skills needed to succeed in this exciting and rewarding industry. Our team is dedicated to helping our agents achieve their goals and reach their full potential.
Key Responsibilities:
- Learn the process of buying and selling real estate
- Build and maintain relationships with clients
- Help clients find properties that meet their needs
- Continuously improve your knowledge and skills
Qualifications:
- Positive, energetic attitude
- Self-motivated and disciplined
- Consistent and adaptable
- Willingness to learn and grow
If you are looking for a career in real estate and possess the above qualities, we would love to hear from you. Don’t miss out on this opportunity to jumpstart your real estate career and take the first step towards becoming a licensed agent. Apply today and let’s work together to reach your full potential!
Of course, brokers can further refine their query to attract candidates with the desired skills and specialties.
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Drawbacks and limitations
Despite its potential, natural language processing models aren’t foolproof. A few notable drawbacks and limitations to ChatGPT include:
- the quality of its answers (output) depends on the detail you include in the directions you enter (input);
- authoritative-sounding responses may contain incorrect information or unlawful advice;
- limited knowledge of events or trends after 2021;
- a tendency to overuse specific words and phrases; and
- not requesting clarification when it doesn’t understand user prompts, leading to wild guesses and inaccuracies.
Due to the chatbot’s inclination to give false (but accurate sounding) information, agents need to verify the response and edit to remove inaccuracies.
AI empowers smaller agents and brokers to do more with less. Agents with the knowledge (but not the capital) to attract clients and close transactions are best positioned to benefit from this revolutionary tech.
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