Beyond The Sale
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Beyond The Sale
Episode 3: Real Estate and AI
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Michelle Linton and Dusty Rhoton discuss the benefits of using AI, specifically ChatGPT, for real estate agents. They emphasize the importance of staying competitive by adapting to new technologies. The four key steps for using ChatGPT are: prime (defining the role), prompt (clear instructions), polish (adding personal touch), and publish (sharing the content). Dusty highlights the 25/50/25 rule for content creation. They also address potential issues like ChatGPT's "hallucinations" and the need for verification. The conversation concludes with encouragement for agents to experiment with AI tools to enhance their marketing and productivity.
05 Welcome back to Beyond the Sale. The podcast for Northern Arizona realtors who went to leave a purpose market with creativity and grow beyond the transaction. I am your host. Michelle Linton, president of the Northern Arizona Association of Realtors here in Flagstaff. Today's episode is all about AI for agents, specifically how you can start using chatGPT to streamline your business, create better marketing and save a ton of time without losing personal touch. That makes you great at what you do. I'm not doing this alone. I'm joined by someone who lives and breathes being a realtor, and she is Dusty Rhoton, thank you for being here. Dusty is a past president and also co chair of our professional development committee.
Dusty Rhoton 1:01 Thank you, President Linton, for having me on today's podcast. I was excited to be here.
Michelle Linton 1:06 It is my honor. You've always been at the forefront of realtor education. Let's start with the big question, why should Realtors even care about chat GPT?
Dusty Rhoton 1:20 Because chat, G, P, T is everywhere. It's a growing thing that everybody's gonna need to use. We're constantly trying to adapt and pivot our business to stay on top of forms technology. So this is a technology that you're gonna need to stay on top of in order to keep going with your business and stay competitive in the market.
Michelle Linton 1:39 We do do a lot of things. Wear a lot of hats as realtors,
Dusty Rhoton 1:41 we do
Michelle Linton 1:43 all right. Well, let's set the stage for the four keys which are prime prompt polish. And is it giving the plus one? Publish. Thank you.The four P's prime prompt polish and publish. We're going to start talking about the first one prime.This is the first step. This is where you give it a role in a context like act as a real estate copywriter or a social media expert. Dusty, what would you coach other realtors? To be clear, and ask chat GPT for
Dusty Rhoton 2:25 one of the top ones that I see people ask is, if their business is a little slow or they're having difficulty in sub segment of it, they can ask chat gpt, what can I do to be a better realtor? How can I attract sellers? What can I be? What steps can I take to make my business better or bigger or stronger faster. And then another one is you probably want to use it to write some things that will make it easier for you to get through something that was difficult for you to do.
Michelle Linton 2:54 I love that one. I do that all the time. Well, our second command for chat would be prompt now, but you've primed it. You want to give it a clear prompt, tell it what to do, Dusty. What are some of your go to prompts or favorite ways you've seen agents use chat GPT effectively?
Dusty Rhoton 3:16 Well, you need to have it with different roles, so you might call it to write a blog post for you, or you wanted to write an MLS listing description in 800 characters, so it'll fit right into your MLS description on the flex MLS system, so it's done in like 12 seconds. That's really a big, popular one, or to describe a house that's really difficult to describe, it can help you so you need prompts so that it can help you to get it out there into the universe.
Michelle Linton 3:45 Number three, polish. Add that human touch.This is where you polish, what chat GPT gives you. Add your local expertise, your voice, your personality, Dusty. This ties is something that I love, that you teach, which is the 25/50/25 rule. Can you walk us through it?
Dusty Rhoton 4:08 Yes. So the first 25% is you're telling it what role it's going to play. I want to write a blog post, or whatever you want it to do, Facebook, Instagram posts, then your prompt you're putting in all the information. So that's your 25% then 50% is chat GPT, analyzing, rationalizing, reasoning and coming back and doing all the work that it throws back at you. And then the final 25% is you have to check it and polish it and make sure that it's correct and accurate, because it's not always going to be perfect. And you want to add the human touch, because if everybody writes a listing description exactly the same, they're all going to look exactly the same. And we need to have unique marketing, so you need to kind of add that little spin to it.
Michelle Linton 4:52 Yes, it's that final polish that turns the good script into one that converts Right, right, right, right. Right, all right. So number four prompt is publish. Put it out there, whether that's a post, a listing, a client email, get it out there into the world, Dusty for agents who may be nervous to go live with an AI content output, what would you say to help them get over that hump?
Dusty Rhoton 5:23 They just have to be confident and give it a try. It's just one task that you're asking it to do, and it's kind of like having a an assistant that works for you for free, 24/7 and never call in sick. They don't steal the pens up your desk, and you're just asking them something to do, and then just try it and it's fun, it's easy. It's really not difficult at all. I can show anybody how to do it in 15 minutes.
Michelle Linton 5:47 Love that that makes it feel so accessible. But there's also something important we need to talk about when it comes to chatGPT is that it sometimes it can hallucinate.Fill our listeners in on what that hallucination means to them.
Dusty Rhoton 6:04 So hallucination is huge, because a lot of people think they have a misconception that chat GPT, if they kicked it back out, then it must be exactly right, and that's not the case. And if you put something in there and it comes back, it might say that there's a new state law or something that's not may not necessarily be true. It's just pulling the data from, you know, the MLS stuff. And you know how it is, if somebody writes an MLS listing out there and they say it has a three car garage, but it really doesn't have a three car garage. ChatGPT is going to pull that and say, Yeah, this one has a three car garage, and it really doesn't. And that's why it's so important for you to check, because it only can give you back the information that it can pull, and so you that's why it's really important for you to check it
Michelle Linton 6:46 Absolutely. There's a lot of stuff out there on the internet that may not be true. We kind of check it, and we got to treat it as like a first draft from an assistant, right? It's not the gospel truths, but, yeah, let's try to trust it, verify it. Absolutely tell us about your defraud experience with chat. GBT,
Dusty Rhoton 7:09 so yes, this was in a recent deed fraud class that I was just in, and they were talking about, you know, how you get the text and the emails from the people that are trying to steal people's houses and land, and it comes over, it's really poor English, and it uses the word like kindly, which is a common word that a lot of the scam people use. And so they're now using chat GPT to sound more like us when we're talking, but because they don't check it and do that final step of Polish. The word kindly is still in there, and it still has some of that poor grammar because they don't know how to correct that. So that's really important to look at as well, because now the scammers, the bad guys, are getting really good at being bad. So you have to check those kind of things too, because they're trying to use chat GPT to get better. Well.
Michelle Linton 8:02 it's never ending. That's why we always need to stay up to date.
Dusty Rhoton 8:06 Yes, thank you for sharing that story with us. Yeah, that was huge.
Michelle Linton 8:10 Thank you for going beyond the sale today with us Dusty and sitting down and talking about AI, Dusty will be joining us on our next episode as well as we dive a little bit deeper into doing a marketing plan with chat GPT.
Dusty Rhoton 8:24 Yeah, it's so easy do it in advance and have it done for whole month.
Michelle Linton 8:27 Absolutely great. Here's what I want every agent listening to take away from today. Chat GPT is not here to replace your experience, your instinct or your relationships. It's here to help you scale them with the right prompts. A little polish. It can help you market faster, write better and show up more consistently, but at the end of the day, it's your human touch that clients will remember. Dusty thank you for sharing your wisdom and reminding all of us at professionalism and progress go hand in hand, and to all of you tuning in your homework is just a try it. Ask chatGPT, to write a listing description or an Instagram caption or a blog post about your favorite Flagstaff neighborhood, then put your spin on it and hit publish. I'm Michelle Linton, president of Northern Arizona Association of Realtors and your host for Beyond the Sale, we'll see you next time when we talk about using AI to map out an entire month of content in under an hour, it's going to be good. Music.
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