KGCI: Real Estate on Air - ChatGPT for Agents: AI That Wins You Business

Starting point is 00:00:01 Chat 2PT is my base. That's my baby that I hang there with because I think it's the simplest to understand. And that's the best thing is it becomes your buddy. For me, it's my buddy. This is KGCI Real Estate on air live, your weekly deep dive into the strategies, trends, and tools shaping the real estate industry from market updates to actionable strategies and exclusive interviews with top agents. We are here to unlock your full potential and help you thrive.

Starting point is 00:00:34 thousands of agents trust KGCI every week. Now it's your turn. Let's go live. Here's Ian Wheatley. All right, do my friends, sound up for this. Chat GPT is not here to replace you. But it is here to make your life a whole lot easier if you know how to use it. Look, I know I get it.

Starting point is 00:00:53 A lot of agents are either thinking that they're not technical enough or they've tried it once and they got weird answers and they just gave up on the whole thing. But here's the truth. If you're not using AI in your own, your business, you're falling behind the agents who are. They're using it to write follow-ups, plan marketing, build strategies, and save hours and hours and hours each and every week. That's why today on Real Estate on Air Live, I'm joined by Kathy Burns, the host of the Real

Starting point is 00:01:19 Estate Riches podcast, who's breaking down exactly how real estate agents can start using chatGBT in practical real-world ways. No tech jargon, no coding, no custom workflows, just honest, tactical insights into how AI can help you win more business starting this week. So stick around. We're going to get smarter without being overwhelmed. But first, it's time for housing headlines on Real Estate on Air Live. I mean Wheatley. Here are the latest home price growth numbers, and situation is cooling, but still creeping a bit higher.

Starting point is 00:01:55 The K-Shiller Index reporting just 2.7% annual growth in April that is down from last year. while the FHFA is showing prices actually dropping 0.4% month over month. So agents, we are in ourselves a pricing psychology moment. Sellers may still be expecting a ton of appreciation, but the market is cooled a bit and, you know, ways that you're using this, you're setting expectations. No, the market's not crashing, but it is correcting. You're positioning competitively, emphasizing value over a vanity price.

Starting point is 00:02:29 but be sure to target price reductions that align with the shifting buyer sentiment. We also have confirmation from redfin of the trend that prices did fall slightly in May. Their latest data showing a 0.1% price drop in May with annual growth still remaining positive at 3.6%. So agents also use this in listing consults to encourage proactive adjustments for the buyers that are showing up today, not the ones. from six months ago and be sure to anchor with some buyer-side urgency, right? Slight price softening does mean better negotiation room for the buyers, but not necessarily in that long run. As prospective future homeowners are getting a little bit of relief as rent pressure is

Starting point is 00:03:19 finally eased according to the Fed, Federal Reserve Chairman Jerome Powell says that rent-driven inflation is coming down quite regularly in state. he made to a House Congressional Committee last week. So agents, something to keep an eye on, that now is the time to be pivoting renters back into that homeownership conversation. You can use that rent-vers-buy calculators in lead magnets or open-house materials. You can create Facebook and Instagram stories and reels about why your rent might finally go down, but your equity won't go up or even thinking it through, you can even talk timing with renters, right? If prices are flattening while rates are still high, ownership becomes a strategic move, not an emotional one. But the way I see it

Starting point is 00:04:10 across the United States, the market isn't necessarily hot, but it's certainly in motion. Price growth is cooling. Renters are watching. We even have some affordability shifting. So agents, stay sharp, stay local, and you can bring these headlines into your consults this week. Let's check your housing headlines here on Real Estate on Air Live. I'm Ian Wheatley. KGCI Real Estate on Air Live. I'm Ian Wheatley, and we are here talking about how chat GPT and AI can help you win in your real estate business. I'm honored to be joined by the host of the Real Estate Riches podcast.

Starting point is 00:04:52 Kathy Burns joining us today on Real Estate on Air Live. Kathy, thanks for popping by. Hey. Hey, I'm excited to be here. I love talking chat GPT. This is this is going to be fun. Um, you know, one of the things that I hear about all the time from agents, right? There's like two types of agents there at this point. There are the agents that have chat GPT and custom GPs and AI plugged into every single level of their business doing a million different things. And then you have the agents that are terrified at it. And they. haven't taken that step. And those agents are starting to get left behind. So Kathy, in your mind, because you're helping to coach agents on implementations of AI and chat GPT, why now?

Starting point is 00:05:43 Why should an agent be starting to take that plunge into chat GPT in the world of artificial intelligence? Man, it's just too important not to. The truth is, if you're not doing it, you will. will be replaced because if you're in competition with me and I'm using AI, even in mild forms, I'm going to come across as more current, more professional, and you're going to feel old school. And that's going to hurt you really bad. And so for those that are sitting here going like, they've heard a lot about chat GPT.

Starting point is 00:06:19 What is it in your mind? It's a large language model platform and I'm like, what does that? that mean. I just know it's it's artificial intelligent. It has sources, depending on what you pay for. Like chat TPT is my base. That's my baby that I hang there with because I think it's the simplest to understand. And what I love about it is you can say, I'm clues on here. I don't even know what to ask you. And I would say, I'm a realtor. I don't know what to begin with. help me and that basic scenario of questions it will and it starts to get to know you and and that's the best thing is it becomes your buddy for me it's my buddy and you should think of it and

Starting point is 00:07:11 treat it as a friend is what yeah yeah i even say please and thank you i try to be polite with my chat gpt as well and i try not to get too snippy with it uh we're catching up with k we're catching up with Kathy Burns. She is the host of the Real Estate Riches podcast stream in here on KGCI Real Estate on air. One of the things that I've used chat GPT for, and I was surprised, is I used it as like this foil to me in how I think to be this perpetual challenge to everything I'm thinking and doing at any given time. And that served me well for a time until I was trying to figure out, well, I need to get you into like execution mode and doing, helping to lift things that are happening in my business to help me move forward in it. When we're thinking about how chat GPT can be used in in that way to help starting to support agents in their business,

Starting point is 00:08:09 what are the two to three things that an agent could do with chat GPT, assuming they've never touched it? they could put into their business and be ahead demonstrably for it. Okay. I think one of the basics things I would do if I had no idea, I suggest the paid-for version, absolutely, spending the $20. And I just learned something new, which I'll come back in a minute. I would say spend the $20. Get on it, get it, download it onto your phone so you can work in harmony where you

Starting point is 00:08:44 could be on your phone talking to it. and it's over here on the computer when you get back to the office. And if I didn't know anything about it, honestly, I would say, you know, I'm a realtor. This is my territory that I work. I kind of tell it a little bit about me. And then I would say, I don't know how to actually put this into practice in my business. Would you give me some suggestions or ask me questions that I could answer so that we could start to build a relationship where you know what I'm trying to do.

Starting point is 00:09:18 I would even say I'm concerned about being not as productive as other agents using AI or chat GPT, and I'm looking for some guidance along that path. That would probably be my basic to get started. I also do teach a class that is free once a month for beginners to just kind of get familiar with the platform of the different pieces that it's got, because there's a lot of tools in here that are simple and basic that I'd be happy to show you.

Starting point is 00:09:51 She's Kathy Burns, host of the Real Estate Riches podcast streaming here Wednesdays on KGCI, Real Estate on Air. I'm Ian Wheatley here on Real Estate on Air live talking about how, if you're not using ChatGPT yet, how you can easily get started and using it to help you get some wins in your real estate business. Now, Kathy, can you reiterate something for me? How important is that initial conversation with ChatGPT? It's just so important, but you could just have a bantering conversation back and forth with it. As a matter of fact, one of the things that I tell it to do is imagine, you know, when you explain something to me, I need you to talk to me like I'm a fifth grader.

Starting point is 00:10:30 And the reason that I need you to do that is I don't want your baby talk me. I want details so that I can absolutely understand step by step by step what I need to do. And it's called when you do your prompt, which is a series of things of how you direct it, very basic, who it is, what your objective is. And one important thing that I want you to always remember is ask its sources. One time I was trying to get some stats, which it can do. And I'd asked how many people and where are they moving from around the area to the Charlotte area? And it gave me some garbage information. I go, hey, you rascal, which I do talk to it like it's my friend.

Starting point is 00:11:18 And I said, that doesn't make any sense. What are your sources? And it turned out it was a bunch of blogs. And that was a great lesson for me. And see, this is this whole bantering back and forth that I do because it's really like a coach. It's like having a personal assistant. And so from now on, I either give it. the sources that I want it to reference or I ask it to give me the sources.

Starting point is 00:11:47 And that helps a lot. Kathy, you mentioned the notion of asking for proof. I know I studied history in college. I worked in news and radio for more than a dozen years. I know I always did this, but I realized along the way here, honestly, fairly recently, that not everybody does, not asking it to do that. It's a big, big mistake.

Starting point is 00:12:13 What are some of those other mistakes that not just agents make, but less experienced users of chat GPT may find themselves making, and how can they avoid them? Well, we just got to know. I have a task set up that tells me any new updates that happen in that platform at 6 o'clock in the morning every day. And one of the things that it told me was it has hallucinating. and I thought, I don't even know what that means.

Starting point is 00:12:41 So it's basically saying that it may give you wrong information and it was really kind of guiding you to make sure you're checking the numbers. Here's a perfect example. So let's say I wanted to have it do a listing description and I was just giving it basic information and now it does this beautiful feedback to me, but if I'm not reading it and making sure that the stuff,

Starting point is 00:13:08 that the stuff that it's putting in there is accurate, then I'm going to really mess up. And who does it affect? Not chat GPT. It affects me. So I do have to be careful that I'm checking those different things, especially if I'm really giving it light information, like here's the address, here's the city,

Starting point is 00:13:28 it's near a park, and I allow it to figure out all the different particles. Well, it's not necessarily going to figure it out correctly because it can't tap into the MLS. And so that's a big piece. Some of the other mistakes. Let's see, what have I had? I guess I just have to be very clear about the sources. And what I've learned to do,

Starting point is 00:13:51 especially if I'm doing, I'm saying I'd like you to do some deep research, which is an important piece. If you've got the free version, you don't have current data. So spending that $20 is very important because now it'll literally go and research stuff on the Internet.

Starting point is 00:14:07 for you, which is important. And you can give it different websites that you'd like it to search from. You could even say Zillow if you wanted it for grabbing some other information about an area. But you're always going to want to pay attention to what the end result is. And you'll find yourself going back and forth. And that's the best way to go. Kathy, I've got to be honest with you. You're speaking to my heart.

Starting point is 00:14:37 I love using deep research. For me, it's been especially good when I recognize that I've got a knowledge gap in a place or I don't exactly know where I should be looking for something. I know I recently used it to help me better understand the roles of custom GPTs, and that really helped me get started down the line of those building out those custom GPs for what I need specifically. Now, if an agent has a specific need in their business, a custom GPT is, probably the way to go.

Starting point is 00:15:09 But it can be a little daunting to get started. So how are you using custom GPs right now? Are you using them in lead generation and lead conversion? Yes. I don't know that I have them in my own because I worked with Carrie Sovey and took some of her classes and she gave us some different GPTs as part of that class. It was a paid-for class. And I believe they're not necessarily searchable.

Starting point is 00:15:36 I believe those are private ones. But they're worth looking up and again, looking at that number to see how many people have done it. And because there are GPTs for creating a whole listing where you put in your pictures. It creates the description. And it's already figured out how to ask it the different questions so that you're going to have a quality thing. I know she's got one. I can't remember the name of it. I just created one last night because when I was with it.

Starting point is 00:16:06 her in Barcelona she casually mentioned that she created a board of directors Chad GPT of different people that she wanted advising her in her business well that was exciting so I worked with Chad GPT last night to create a GPT on a board of directors and I'm going to do classes on that one because that I thought was absolutely brilliant in your business because I have have ADD on steroids. I am weak in lots of areas. So I wanted to pick different people that could be an accountability partner as well as a guide. And that's the kind of stuff that you can start to do. Kathy Burns hosts the Real Estate Riches podcast. Check her out on KGCI, Real Estate on air. Or you can track her

Starting point is 00:16:57 podcast down. Just search real estate riches wherever you're listening to podcasts. Now, every so often, I strike gold when I'm writing a prompt for chat GPT. And even once you move on to those custom GPTs, you never truly leave chat GPT. Have you ever had a prompt that has been your favorite or has even changed how you use chat GPT? Oh boy. I never thought of it in that perspective of having a favorite prompt.

Starting point is 00:17:29 Probably the biggest thing that I always tell it is that I need you to give me information back like I'm a fifth grader so that it's detailed. I wanted to always know that that's a component of how we're going to do this. Because a lot of times, a lot of my prompts are, I need to know how to do this. Like if I wanted to go do funnels and go high level, and I don't even know what that means, but I'm asking it something. And I'll say, here's my goal. you're an expert as and I always tell it that it's an expert in whatever I'm trying to do.

Starting point is 00:18:08 I tell it my goal. I want my sources and treat me like I'm a fifth grader where you explain it in detail. And those components of how I piece it together is really what I do so much because I'm always trying to figure something out to be better. Kathy, I love that you're always trying to improve with it. And I think fundamentally that's what we're all trying to do with it. I want to take you back for a moment to playing 21 questions with ChatGPT. You tell it about yourself, you tell it about your business, your successes, your failures. That step obviously is very important.

Starting point is 00:18:43 But once it's done, what would I as an agent do to start having those wins with ChatGPT and becoming an AI-powered real estate agent? Well, you've got to start putting it into practice. the most important thing, you know, you can create your own strategy of how you're going to do your your marketing. You know, like you could say to it, one of the things that you could have asked is I need a, I need a strategy for what's my best marketing. Here's the different platforms that I work on. I want you to create a strategy for me to do that. And I want you to, this is where it goes back to, I don't know how to do something. I'd say, you know, reals seem to be really working well.

Starting point is 00:19:24 If I'm on LinkedIn, I need to know how to do articles and I want to create different, let's say, GPTs or even just have a folder where you trained it through the prompt. Like I created Betty the blogger who would create blogs for me and then I would do them as a LinkedIn article, which needed a LinkedIn post. Then I needed to convert that to Instagram and I had a limited number of characters. all that I learned as I was asking it to help me with this and I started to add it on. So Betty the blogger now has a regular job and I will give her information. And all it is is a file on the left hand side. It's not even a GPT. Probably advance that.

Starting point is 00:20:08 But my point is you want to know how you can do your marketing because the truth is if you're not visible, you're invisible in real estate and your biggest thing that you need to do is be building your marketing profile. Another good thing, just a quick tip, is have it go through. Tell it the platforms that you are working on. Like if it's just Instagram and it's just Facebook, just those two. I'm on everything. So I tell it that it's an expert in all those different platforms and I need to update my profile or my bio for each one of those that is the most compelling and stays in tune with that particular platform's design of what's effective. That's one thing and then build out your marketing portfolio because that's the most important piece of being in realtors marketing today. You have to be a marketing

Starting point is 00:21:03 person. Amen. Couldn't have said it any better. Kathy Burns, host the Real Estate Riches podcast. Thanks for joining us today on Real Estate on Air Live. Thanks so much. All righty, let's use AI to win us some business. Here are my top five takeaways from that conversation with Kathy Burns. You just heard here on Real Estate on Air Live. At number one, you got to be treating ChatGPT like a business assistant. Not a search bar, all right? As Kathy pointed out that you want to treat it like your buddy or coach, an assistant, right?

Starting point is 00:21:37 Kathy helped to reframe ChatGPT as a collaborative partner, one that you can brainstorm with. use it to help clarify and it also responds in real time and for agents this means you can ask better questions which leads to better results so what i recommend that you go do open chat gpt and just start with that basic convo tell it you're a real estate agent tell it you don't know where to start and have it start to ask you questions about what it can help you with and as kathy pointed out it's okay to tell to talk to you like a fifth greater. All right. Number two, use a structured prompt framework that makes sense, right? Tell it who you are, tell it what your objectives are, and how you want it to respond and make sure

Starting point is 00:22:25 that you're asking for sources, right? Because Kathy emphasized the importance of building your prompt like a conversation, right? The more context that you give it, the more useful and accurate it becomes. So, agents, the next time that you're diving in to write a prompt, include your role, include your goal, share your tone. Tell it to speak to you like a fifth grader. We drive that point across enough. And also make sure that you're requesting sources or asking for some level of transparency from chat GPT.

Starting point is 00:22:56 Number three, you can create personas to streamline that marketing workflow, right? Kathy talked about Betty the blogger and how she used Betty the blogger. And it isn't just clever. That's scalable, right? Kathy is using named chat GPT threads for specific marketing tasks, each trained with unique tone, formatting, and platform goals. And that's a precursor to a custom GPT, BTdubs. All right.

Starting point is 00:23:25 So agents, start a thread in chat GPT called listing lead generator or open house copywriter. And keep your prompts right there and just refine them over time. Number four, don't trust it blindly. you've got to be checking that fast, right? I've had it happen with me in my use of chat GPT. Kathy shared that it's happened to her, right? It hallucinates sometimes. That's the literal technical term.

Starting point is 00:23:54 It hallucinates, all right? Kathy reminded all of us that chat GPT is super powerful, but it is far from perfect, okay? For any fact, stat, or claim agents should be validating that source data before they're publishing it or presenting it full stop, right? So, agents, when chat GPT provides data, be sure to ask, where did you get this information? Please provide source links. It will 100% of the time. And at number five, start simple,

Starting point is 00:24:25 but get started, right? Kathy's call to action to all of us was crystal clear. You don't need to build a custom GPT or automate everything, right? Just start using it for just a simple, part of your business where you need support. So agents, you can use it to write a listing description. I think a lot of us have that handled. But next level, something that Sarah DeLansig pointed out, you can use it to draft follow-up texts and follow-up emails. You can also use it to outline a three-post content series for this week.

Starting point is 00:25:04 But let's also think about this more in some real terms. what if you could get your marketing plan? Your listing copy, those follow-up texts all done in under 10 minutes, and you never needed to hire a VA. That's the power of chat GPT. And if you're still wondering about the different ways that you could be using it and AI to support you in your real estate business, something to keep in mind.

Starting point is 00:25:28 It's not about using it perfectly. It's about using it practically. And if you're still stuck at either ignoring AI entirely or getting overwhelmed by advanced workflows that you will never build. That's costing you time, clients, and brand clarity. That's why this Friday, we are cutting through the hype and bringing you some AI fireworks on the 4th of July for our weekly Friday focus. We're bringing together many real estate on-air lives, Mount Rushmore of AI voices,

Starting point is 00:25:58 including Kathy Burns, Carrie Sovey, Phil Stringer, and many more to show you how real agents are using AI to spark strategic conversations, create content that converts, personalized outreach at scale, streamline follow-up, and stay visible without ever burning out. So whether you're just opening chat GPT for the very first time,

Starting point is 00:26:18 or you're building a full-on AI persona, you will walk away with three things that you can try this week to win business faster. So right now, download are always free KGCI, Real Estate, On Air, Mobile App for iPhone and Android, and subscribe to KGCI, wherever you're listening to podcast. No, I am not going to sit here and ask you to turn us on at the holiday cookout. Unless you're all a bunch of agents listening in, but failing that, it's going to allow you to

Starting point is 00:26:51 listen over the weekend to everything that you're going to end up missing on our Friday focus on Friday, on demand, on your time whenever you get to it. So if you're looking for AI that wins your business, go wherever you listen to podcasts and just search KGCI and subscribe. All right, it is time. You've shown up late, you spilled coffee on the cellars of granite countertops, you've even knocked on the wrong door, not once but twice, but don't worry, we've all been there.

Starting point is 00:27:18 Welcome to Real Estate Confessions, the segment where we celebrate chaos, the cringe, and that occasional open house disaster that reminds all of us. Real estate is never just business, but before we confess, we got to get one thing straight. Real estate confessions features stories from the wild world of real estate. Names and details may have been changed to protect the innocent, and occasionally the not-so-innocent. All confessions are shared in good humor and do not reflect the opinions of KGCI Real Estate on air, its hosts or affiliates. No agent's licenses were harmed in the making of this segment. Enjoy responsibly.

Starting point is 00:27:57 All right, here we go. It's time for real estate confessions, because in real estate, the truth of it is, Always stranger than fiction. I once knocked on a door five minutes before a showing, only to realize I had the wrong address. A seven-year-old opened it. In pajamas, eating spaghetti. Then my clients pulled up behind me. Glad I wasn't the only one.

Starting point is 00:28:24 Held an open house. The cellar texted me from the driveway. Emergency. I need a bathroom. I said, of course. He sprinted inside, destroyed the powder room, and walked out like nothing happened. Showing a buyer and we walked into the baby's room. I whispered, wow, this could be such a cute office.

Starting point is 00:28:45 Baby monitor replies, I'll cry later. Turns out the cellar had been listening the whole time. Lit a cinnamon candle before a showing. Felt festive. Buyer walked in and said, smells like my ex-wife's kitchen. Didn't write an offer. Another day, another showing gone sideways. If you've got a funny story, it's awkward or just straight up unhinged,

Starting point is 00:29:09 DM us the word confess on Instagram or Facebook. And your story may just show up on next week's episode, anonymously, of course, because here at KGCI, Real Estate on Air, we don't judge. We simply narrate. And that's a wrap for today's Real Estate on Air live. Whether you're using Chat, GPT, for follow-up marketing or just trying to stay ahead of the chaos a little bit.

Starting point is 00:29:30 If you are listening live or on demand, be sure to share this with someone else who could put this to work in their business. And remember, the conversation isn't just stopping here. can listen back to this episode and more than 2,000 on-demand episodes anytime, anywhere, inside of the always free KGCI Real Estate on-air mobile app streaming live at real estateonair.fm or wherever you listen to podcasts. So if you're in the car, at the gym, or between closings, KGCI Real Estate on Air is right there with you.

Starting point is 00:30:00 I'm Ian Wheatley. Be smart, be strategic, be that plot twist. No one's all coming today. And be good.

KGCI: Real Estate on Air - ChatGPT for Agents: AI That Wins You Business

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