Make AI Work for You: Essential Do’s and Don’ts for REALTORS (from a marketing pro's perspective)

You know how crucial it is to stay ahead in the real estate content game - it's your bread and butter. But let’s be honest, creating great content can be time-consuming, and it’s easy to feel overwhelmed. That’s where AI comes in. Tools like ChatGPT can help you streamline your content process, save time, and even spark fresh ideas for your social media, emails and listings.

At Content to Closings, we’ve been playing around with ChatGPT for a while now, and we’ve learned a thing or two about how to use it in a way that fits your voice and needs. So, if you're ready to level up your content game with AI, here are the key do’s and don’ts you need to keep in mind.

The Do’s: How to Make ChatGPT Your New Best Friend

1. Be Specific with Your Prompts
ChatGPT works best when you tell it exactly what you need. No more vague prompts like “Write a post about buying a house.” Instead, say something like:
“Write a friendly Instagram caption for first-time homebuyers in Dallas, explaining why getting pre-approved for a mortgage is important. Include a call-to-action asking them to DM me for more information about the home-buying process and mention how pre-approval can help them in today’s competitive market. Keep the tone upbeat, approachable, and informative. Make it relatable to young professionals looking to buy their first home in a busy market.”

The more details you provide, the more targeted and relevant the content will be for your audience. This is especially helpful for your social media and real estate marketing content!

2. Give Some Context
ChatGPT doesn’t know your business or your market — unless you tell it. Share some context with it, like:
“I’m a Realtor in Phoenix, specializing in helping young families relocating from California, New York, and Chicago. I focus on guiding them through the complexities of finding their ideal home in a competitive market, understanding the local school districts, and adjusting to the lifestyle changes that come with moving to Arizona. I work with families who want spacious homes with good schools and access to outdoor activities. I’m here to make their transition as smooth as possible, and I help them find the best neighborhoods that align with their family’s needs and lifestyle.”

The better the AI understands your role and target audience, the more it can produce content that fits your needs and resonates with your people.

3. Ask for Multiple Options
One of the coolest features of ChatGPT? It can give you variations. Always ask for 2 or 3 copywriting-style options for whatever you’re creating, whether it’s a caption, a listing description or an email. This way, you can pick the one that sounds the most like you. Don’t settle for the first draft; get creative and explore your options.

4. Edit Before Posting
Let’s be real: AI is an amazing tool, but it’s not perfect. Always review the content it generates before you post or send it out. Double-check for accuracy, especially when it comes to market stats or compliance issues. At Content to Closings, we always remind our members that even though AI can help, your expertise is what makes the content shine.

The Don’ts: Common Pitfalls to Avoid

1. Don’t Be Vague
A vague prompt like “Write a post about buying a house” is going to give you bland, cookie-cutter content. You’re a real estate pro, so give ChatGPT the specifics it needs to create something that stands out and speaks to your target audience. The more you give, the better the content you’ll get.

2. Don’t Skip the Personalization
We love AI at Content to Closings, but we’re not about to let it take over our personal touch. ChatGPT can help generate content, but it’s up to you to infuse your voice, stories, and expertise into it. If you want your content to connect with your audience, don’t let it sound generic — add your unique perspective.

3. Don’t Overload with Keywords
SEO is important, but keyword stuffing isn’t the answer. Focus on making the content relatable, readable, and engaging for your audience. At Content to Closings, we teach you to prioritize connection over search rankings — because building relationships is what really brings in leads.

ChatGPT is a tool that can make your life a lot easier, but like any tool, it’s only as good as how you use it. The key is being specific, adding your personal touch, and not expecting perfection right away. At Content to Closings, we’re here to help you navigate this AI world and integrate it into your real estate marketing seamlessly, without sounding like a robot.