Artificial Intelligence (AI) has transformed nearly every industry. Many real estate agents continue to hold onto the, “if it ain’t broke, don’t fix it” mindset, and have often been slow to adopt the latest tech. Forward-thinking agents, however, have discovered that AI isn’t just a fancy buzzword; it’s a game-changing tool that can revolutionize how you market yourself, generate leads, and close more deals.

If you’re resistant to AI because you feel as if people are using it to try and replace real estate agents, the goal of this guide is to demonstrate how to treat it as your friend, not your foe.

Why It Matters:

Time & Cost Savings:
AI-powered platforms (ChatGPT being the most well-known) can handle repetitive tasks faster and more accurately than ever before. From drafting property listings to qualifying leads, AI frees you up to focus on building relationships and strategizing your next move.

More Effective Lead Conversion:
Automated follow-ups and AI-driven chatbots engage potential clients instantly, preventing missed opportunities and keeping you top-of-mind.

Better Marketing Results:
AI can tailor your marketing messages to a variety of audience segments, vastly improving engagement and response rates.

The Cost of Inaction:
By ignoring AI, you risk falling behind competitors who can engage more prospects in less time, provide better data, deliver hyper-personalized marketing campaigns, and predict market shifts more accurately.

A Rare Chance to Leapfrog:
Because many agents are still resistant to change, embracing AI today will make you stand out in your market. This is your opportunity to leave behind outdated methods and position yourself as the go-to expert for modern, tech-savvy buyers and sellers.

Below is a straightforward roadmap that you can follow to harness the power of AI, without the need to be a tech wizard or worry about being replaced.

Adopting even the simplest AI tools can save you hours each week, improve your lead quality, and ultimately close more deals, faster.

Getting great answers from AI (like ChatGPT) is less about the AI’s capability and more about how you phrase your questions or commands. As a real estate agent, “prompt engineering” directly impacts the quality of your marketing copy, lead nurturing campaigns, and market insights.

Think of it like you’re asking a tech-savvy person to provide you with detailed information on a topic they don’t know off the top of their head. Even though they might not be an expert in that specific topic, they are probably good at researching and scouring a wide variety of resources to find answers. But before they can do that, you’d need to give them direction and tell them what you’re trying to achieve.

It’s the same idea when talking to AI. You get what you give.

Define the AI’s Role: Frame how the AI should respond.

“You are a real estate marketing expert with 15+ years of experience writing compelling listing descriptions for properties in Denver.”

State Your Role & Goal: Clarifies your objective and keeps AI aligned with your goals.

“I’m a Denver-based real estate agent looking to attract upscale buyers interested in mountain views and vibrant city life.”

Give a Clear Task: Precise instructions ensure you get relevant, actionable content. Clarify any word count or formatting requirements.

“Please write a 150-word listing description highlighting the newly remodeled kitchen, main suite, and the property’s proximity to Denver’s top attractions.”

Be Specific About Tone: Tell the AI how you want it to sound. This is especially important if you’re trying to maintain a specific brand voice.

“Use a friendly, approachable tone.”

Provide Examples: Demonstrate what a “good” response looks like.

“Here’s a sample listing description I like: [insert text]. Please match this style and tone.”

Ask for Multiple Versions: You can A/B test different styles or combine the best parts of each version.

“Please provide 2 additional versions: one that’s emotionally appealing and another that tells a story.”

Iterate & Refine: Make the AI your virtual copy editor, quickly adjusting tone, length, or wording.

“Remove clichés or overused terms like ‘boasts’, ‘this home won’t last long’, etc, shorten to 100 words, and add a stronger call to action.”

Stay Compliant: You’ll likely find that AI tends to include terms like “family-friendly” which should be left out of property descriptions to ensure you’re not inadvertently violating Fair Housing laws.

“Ensure Fair Housing compliance and avoid any potential discriminatory terms as defined by HUD.”

ChatGPT Prompt Template for Real Estate Listing Descriptions:

“You are a real estate marketing expert with 15+ years of experience writing compelling listing descriptions for properties in Denver. I’m a Denver-based real estate agent looking to attract upscale buyers who value both city convenience and mountain views. The property is a newly remodeled 3-bedroom, 2-bath home with an open layout, a huge kitchen, a main bedroom with an ensuite bath upstairs (with 2 additional bedrooms upstairs), a finished basement, and easy access to local parks and restaurants. Please write a 150-word listing description in a friendly, approachable tone, highlighting these features and emphasizing the home’s proximity to Denver’s attractions. Then provide two additional versions: one focusing on emotional appeal and one that tells a short story. Keep it fair-housing compliant by avoiding any discriminatory language or references defined by HUD. Here is an example of a listing description that matches what I’m looking for: [insert text].”

“If I have to include all this text for a prompt, why wouldn’t I just write the listing description myself?”

Valid question. The goal behind learning best practices to prompt engineering is so you can understand the basic structure to see how it works. Listing descriptions are only a starting point. By combining clear context, specific instructions, examples, and requests for variations, you’ll consistently receive high-quality output, no matter the use case.

🚨 Pro-Tip 🚨 Unsure of what to include in your prompt? Ask ChatGPT to tell you what to ask! “I want to accomplish [task]. How can I structure my prompt to ensure you have everything you need to provide the best possible response?”

Keep reading for more use cases where your new prompt engineering skills will be especially handy!

Why It’s Game-Changing

• A consistent blog builds authority in both your market and search engines.
• Showcases local expertise and insights buyers and sellers crave.

How to Leverage AI

• Generate topic ideas based on trending keywords.
• Draft long-form articles in minutes, then personalize them with your voice.
• Use SEO prompts to include relevant keywords organically.

Example Prompt

“You are a real estate marketing expert with 10+ years of experience. I’m an agent focused on first-time homebuyers in [City Name]. Please outline a 1,000-word blog post covering the top 5 things every first-time buyer should know, including market trends, common pitfalls, and mortgage tips. Write in a friendly, approachable tone, and provide 3 headline options plus a concise meta description.”

IMPORTANT:

Do not simply copy and paste an entire ai-generated blog article directly to your website. While Google doesn’t necessarily penalize AI-generated content in search rankings, it DOES prioritize valuable, unique, and accurate content. Not only is AI prone to mistakes, but it won’t convey information in your unique voice or style. The draft blog you get from ChatGPT will not be unique, it will not be written in your tone, and it will use plenty of cliche terms and phrases (watch out for the word “fosters” or email/text content that starts with “I hope you have been well!”).

You need to edit, polish, and add your own personal insights or local expertise to any AI-generated content.

Why It’s Game-Changing

• Targeting the right keywords and using them in your content helps you show up on Google for potential clients.
• Saves you hours of manual research when AI identifies low-competition opportunities.

How to Leverage AI

• Ask for long-tail keyword suggestions in your region. These are longer search terms people use to find something more specific. An example long-tail keyword might be, “pet-friendly condos for sale in Lakewood near restaurants”. While targeting these keywords won’t suddenly drive a ton of traffic to your site, it WILL help you focus on generating leads with a higher intent to buy or sell.
• Request estimated difficulty scores and suggested blog topics.

Example Prompt

“You are an SEO specialist and real estate marketing coach. Identify 10 long-tail keywords related to luxury homes in [City Name], focusing on neighborhoods near [Landmark]. Provide keyword difficulty scores and brief content ideas for each so I can optimize my blog posts and listings.”

Why It’s Game-Changing

• Catchy captions boost engagement on social media and keep you top-of-mind.
• Consistent posting can attract referrals and build an online community.

How to Leverage AI

• Generate quick, engaging captions for new listings, market updates, or open houses.
• Use AI to suggest relevant real estate hashtags.
• A/B test different tones (formal vs. casual) for maximum engagement.

Example Prompt

“You are a social media copywriter with expertise in real estate. Write two short, attention-grabbing Instagram captions promoting an upcoming open house in [Neighborhood]. The property has 3 beds, 2 baths, and a remodeled kitchen. Keep the tone friendly and modern, include relevant hashtags, and add one engaging question to spark comments.”

Why It’s Game-Changing

• Consistent email follow-up nurtures leads without overwhelming you.
• Builds trust and establishes expertise over time.

How to Leverage AI

• Draft entire email campaigns for new buyers, sellers, or investors.
• Personalize each sequence with local market stats or success stories.
• Integrate these into your real estate CRM for automated sending.

Example Prompt

“You are an email marketing expert for real estate agents. Please draft a 5-part drip email sequence for newly captured seller leads in [City Name]. Each email should be ~150 words, focusing on market trends, home valuation tips, success stories, and a call-to-action for a listing consultation.”

Why It’s Game-Changing

• Being the go-to neighborhood expert sets you apart from the competition.
• Buyers and sellers value community knowledge, from schools to restaurants.

How to Leverage AI

• Summarize local amenities, demographics, and real estate trends.
• Compare different neighborhoods quickly.
• Provide bullet-point “spotlights” for email newsletters or blog posts.

Example Prompt

“You are a local real estate consultant specializing in neighborhood research. Give me a bullet-point summary of key amenities, average home prices, and school ratings in [Neighborhood]. Highlight the top local dining and retail spots.”

Why It’s Game-Changing

• Contracts can be overwhelming for your clients. AI can distill them into plain language.
• You can quickly summarize the contract’s main points when presenting them to your clients.

How to Leverage AI

• Get a quick overview of the main points, contingencies, and deadlines.
• Use summaries as a starting point for explaining contracts to clients.
• Always confirm details with legal counsel if needed.

Example Prompt

“You are a real estate assistant. Summarize this 15-page real estate purchase contract into 200 words, focusing on key obligations, deadlines, and contingencies. Ensure it is worded in plain English without jargon for a client with minimal understanding of real estate contracts.”

Why It’s Game-Changing

• Avoid “cookie-cutter” marketing campaigns with unique, innovative strategies.
• Keep your brand fresh and top-of-mind among prospects.

How to Leverage AI

• Brainstorm out-of-the-box campaigns for social media, print marketing, or digital ads.
• Target specific demographics (millennials, luxury buyers, etc.).
• Use AI to refine or combine multiple campaign ideas.

Example Prompt

“You are a creative marketing strategist for real estate agents. Suggest 5 innovative campaigns to attract home sellers in [City Name]. Provide target audience profiles, recommended platforms, and sample calls-to-action.”

Why It’s Game-Changing

• A well-planned content calendar prevents last-minute scrambles.
• Consistency builds trust and familiarity with your audience.

How to Leverage AI

• Ask for a month-long or quarterly calendar that includes blogs, social posts, and email topics.
• Incorporate local events or seasonal content to stay timely.
• Ask for the ideal days and times people are more likely to engage with content.

Example Prompt

“You are a real estate marketing planner. Create a 4-week content calendar for me, targeting first-time home buyers in [City Name]. Include 2 social posts per week, 1 blog post topic per week, and a suggested email theme each week. Tie in local events or seasonal trends where relevant.”

Why It’s Game-Changing

• Practice makes perfect. You’re already the real estate expert, but you can get caught off guard by an unexpected objection.
• Overcoming objections is crucial for converting hesitant buyers/sellers.
• A well-prepared script builds confidence and credibility.

How to Leverage AI

• Generate multiple angles to address a single concern.
• Tailor scripts to local market conditions (e.g., “Why should I list in a slow season?”).
• Use AI as a roleplay partner to practice and refine your scripts.

Example Prompt

“You are a real estate sales coach. Provide three concise scripts for handling the objection, ‘I want to wait until interest rates go down.’ Each script should acknowledge the client’s concerns, offer data-backed reassurance, and end with a strong call to action.”

Why It’s Game-Changing

• Captures leads 24/7, even when you’re not online.
• Instantly answers common questions, boosting engagement.
• You do NOT need to be a website developer or know how to write a single line of code. There are countless chatbots specifically designed for real estate on the market today that you can simply customize based on what you want them to do.

How to Leverage AI

• Pre-program flows: greet users, ask if they’re buying or selling, and capture contact details.
• Offer local property searches or schedule showings.
• Connect high-intent leads to you via email or text alert.

Example Prompt

“You are a chatbot flow designer for real estate agents. Outline a conversational flow for my site: greet visitors, inquire if they’re buyers or sellers, capture their contact info, and offer to schedule a showing. Keep the tone friendly, but professional.”

Why It’s Game-Changing

• Clients love up-to-date insights on pricing, days on the market, and trends.
• Positions you as a data-driven advisor, not just another agent.

How to Leverage AI

• Pull live or recent MLS data to show relevant stats.
• Use AI to forecast short-term market changes.
• Present data in easy-to-understand bullet points for clients.

Example Prompt

“You are a data-driven real estate advisor. Provide a succinct analysis of the current [City Name] market, focusing on median price trends, average days on the market, and the best time of year to list a property. Summarize in bullet points so I can easily share with clients.”

ChatGPT (Free & Paid Plans)
Quick copywriting (listing descriptions, captions), brainstorming, and contract summaries. Keep prompts detailed and structured for the best results.

Zapier (Free & Paid Plans)
Use Case: Zapier allows you to connect a variety of platforms with each other that don’t have built-in integrations. You can send a lead’s data from web forms to a CRM, automatically send a pre-written email or text whenever someone submits your contact form, and a whole lot more.

Saleswise (Paid – Free Trial Available) Use Case: Create AI-powered CMAs, edit photos to show remodel ideas or staging, and access real-world market data.

Scout (Paid)
Find and engage with your ideal clients with AI by automating email through templates and Gmail integrations, accessing pre-built campaigns, and collecting valuable insights about your leads.

ReimagineHome (Paid Plans – First 5 Photos Free)
Use AI to virtually stage homes, remove clutter in listing photos, turn a winter photo into a beautiful spring day, or even show your buyer the results of a potential remodel.

Homebot (Paid Plans)
Automated home valuation reports and personalized market insights to re-engage past clients and provide consistent value long after the closing. Uses AI-driven estimates and monthly updates that keep you top-of-mind with homeowners.

Otter.ai (Free & Paid Plans) Do you constantly find yourself forgetting something you talked about with a client or in an important meeting? Otter uses AI to transcribe meetings, provide the most important takeaways and action items, and allows you to “talk to” your notes to get insights.

Sidekick.io (Paid Plans)
Ask Sidekick to pull market data and insights from your MLS, generate CMAs, use AI to find properties matching your buyers’ needs, and take over repetitive admin tasks.

These real estate AI tools allow you a unique way to gain deeper market insights, refine your lead-gen efforts, and create high-converting marketing campaigns, all while staying one step ahead of the competition. Start with free options, then move up to paid platforms that integrate with your existing CRM and MLS data. The end goal? More leads, more deals, and a reputation as a cutting-edge real estate professional.

Whether it’s drafting engaging blog posts, refining your strategy, or implementing tools to make life easier, AI is reshaping real estate marketing. The key is learning how to properly engage with AI through prompt engineering and choosing the right tools to:

• Save time on repetitive tasks
• Grow your pipeline with stronger leads
• Stand out in a crowded market

Remember to add your personal touch to any AI-generated content and always double-check for local compliance. With the right strategy, AI can be your secret weapon for dominating the real estate scene.

Visit the Marketing Center to start implementing the marketing and lead generation strategies you need to succeed in real estate today!