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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.

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.

Example: social media

An agent might write the chatbot the following command:

Ideas for social media posts for agents.

ChatGPT’s response:

  1. Share testimonials and success stories from satisfied clients
  2. Offer helpful tips and advice for buying or selling a home
  3. Share photos and virtual tours of your current listings
  4. Share local market updates and statistics
  5. Promote open houses and upcoming events
  6. Share helpful resources such as home buying/selling guides
  7. Share your own personal story and why you became a real estate agent
  8. Showcase your community involvement and local partnerships
  9. Share industry news and updates
  10. 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: