Key Takeaways
- Always verify facts and data provided by AI, especially local statistics and property details.
- Customize the AI’s writing style to match your voice and target audience.
- Break down complex content creation into smaller, manageable steps with clear instructions.
- Recognize that AI excels at language tasks but is not reliable for mathematical calculations.
- Test AI capabilities rather than just asking if it can perform a task, and provide feedback for refinement.
Artificial intelligence can be a game-changer, but getting the best out of tools like ChatGPT depends on how you use them. Whether you’re looking for leads, crafting listing descriptions, or drafting newsletters, knowing how to prompt AI effectively is key.
Bernice Ross recently spoke with ChatGPT to identify common mistakes real estate agents make and how to avoid them, as shared on Inman. Understanding these can help you harness AI’s power more efficiently.
A primary error is trusting AI output without double-checking. David Edelman from MIT’s AI Lab described generative AI as akin to a “brilliant Ivy League intern, supremely confident in itself, and is totally full of it, 10 percent of the time.” This means users must be diligent fact-checkers.
ChatGPT itself pointed out that too many agents copy and paste AI-generated content directly, risking inaccuracies. It’s crucial to verify any data, especially specifics like local market statistics or new zoning laws, against reliable sources such as your MLS or NAR reports.
To ensure accuracy, ChatGPT suggests asking it for “5 reputable links for [X]” so you can independently verify key facts. This simple step can save you from sharing incorrect information.
Another common issue is what’s dubbed “boring bot syndrome.” AI-generated text can often sound generic and lack your personal touch. It might be grammatically correct but fail to connect with your audience.
To combat this, ChatGPT recommends training it on your unique voice. Share examples of your writing—like past blog posts or your “About Me” page—and ask it to adopt your tone. Also, specify your audience so the AI can tailor its language appropriately.
Vague requests also lead to subpar results. Asking for “a blog post about staging” is too broad and will likely produce generic content. Detailed instructions are essential.
ChatGPT advises a multi-step process. First, outline your goals, target audience, and preferred format. Then, guide the AI through creating an outline, and generate content section by section. This allows for refinement along the way.
It’s also a mistake to expect ChatGPT to excel at math. While it can present data attractively, it’s not a calculator or spreadsheet. Agents sometimes try to use it for complex calculations or to pull property comps, which isn’t its strength.
Use AI for crafting compelling narratives around your numbers or explaining financial concepts in simple terms. For actual calculations, stick to traditional tools like Excel or a financial calculator. OpenAI does offer a tool called Wolfram, available to ChatGPT subscribers, which handles mathematical tasks accurately.
Finally, don’t blindly believe AI when it says it “can do” something. As Edelman noted, AI can be confidently wrong. ChatGPT itself admits it doesn’t know what it doesn’t know.
Instead of asking if it can perform a task, test it. Give a specific prompt and evaluate the output. Provide feedback to help it improve. For instance, ask it to write three variations of a text message with different tones to see how well it adapts.
ChatGPT’s own advice for real estate professionals emphasizes that you are the editor-in-chief of your brand. You need to customize its output and break down big tasks.
Think of ChatGPT not as a magic wand, but as an incredibly capable intern. The clearer your instructions, the better the results will be, freeing up your time and sharpening your communication.
