Episode 4: Real Estate and AI PT. II

Michelle Linton and Dusty Rhoton discuss using AI, specifically ChatGPT, to plan a week of social media content for realtors. They outline a structure for each day: Monday (educational: home value factors), Tuesday (educational: home prep tips), Wednesday (engagement: polls), Thursday (market update: data-driven insights), Friday (engagement: price guessing games), Saturday (promotional: unique listing features), and Sunday (personal: real-life stories). They emphasize the importance of weekly themes, a 3-2-1 formula (3 educational, 2 engagement, 1 promotional posts), and using hashtags and engagement groups to boost algorithm visibility. Dusty also suggests using AI to streamline content creation without losing personal touch.

Transcript

Michelle Linton  0:05  
Hey, Northern Arizona realtors, welcome back to beyond the sale, our official naar podcast for members who want to elevate their business may be off a little along the way. I am your host. Michelle Linton, president of the Northern Arizona association of realtors, and I am so excited to bring you part two of our chat GPT series with me today is the one and only Dusty Rhoton past NAAR President, our Professional Development co-chair and the realtor who's been teaching our members how to actually use AI without losing their minds or their voice. Dusty has been leading AI classes for agents, and today we're digging into how to plan an entire week of social media content using chatgpt, some simple strategy and some humor when your phone eats your reel for the third time, Dusty welcome back for part two of our chatgpt series. 

Dusty Rhoton  1:05  
Happy to be here. President Linton, 

Michelle Linton  1:07  
well, thank you for being here. It means the world to myself and our members. You've been teaching AI forever, I want to say. 

Dusty Rhoton  1:20  
Well, it first came out in 2017 with Google. So it's been a while. 

Michelle Linton  1:25  
It's been a second. 

Dusty Rhoton  1:26  
Yeah.

Michelle Linton  1:26  
 So where, like do you even begin this process to set up a marketing campaign using AI? 

Dusty Rhoton  1:32  
How does start with a structure or a plan? So you have to pick your days, your weeks, and then just give it a theme, and then just let chat GPT fill in the blanks for you. 

Michelle Linton  1:42  
All right. Well, let's do that today. We're gonna break down a full week of content. I'll give you the topic, and you tell us how to make it happen using chat GPT. 

Dusty Rhoton  1:55  
Okay, 

Michelle Linton  1:56  
Okay, okay. Monday, educational, three things that affect home value. 

Dusty Rhoton  2:02  
So that's great for carousel, but you can just ask chat GPT list three local factors that impact home values and then make it visual, because people learn and notice things much more when you have visual. And since chat GPT does visual and people don't know that, it's something cool to try

Michelle Linton  2:22  
Tuesday, educational, how to prep your home for showings. 

Dusty Rhoton  2:28  
So that's a good one to do little reels, and it's good to, you know, just tell chat GPT to give you prep tips in like 100 words, and then you can break it down to something that's more detailed to a certain area, like if it's Ponderosa trails, or it's just Flagstaff, or if it's on top of the mountain or near Snow Bowl, things like that. So you can just kind of tell it, break it down that way. 

Michelle Linton  2:52  
Wednesday, engagement, would you rather condo or country? Okay, so that's always a fun one. 

Dusty Rhoton  3:00  
So that's the one we really want to drive engagement. So, like, I always tell people, try to think about what you're the most comfortable with. Like, if you're a dog person, would a dog rather live in the country? Or would the dog rather live in a condo? So tell chatGPT what's something funny that I can do a poll or ask this question or put a picture of a dog. Would I rather live at the condo or the country. 

Michelle Linton  3:22  
There are a lot of dog lovers out there. There is really good engagement with us also, I think. So Thursday, market update, what sellers need to know? 

Dusty Rhoton  3:34  
Okay, so the sellers really need to know a lot, and we need to help them drive the data, and so it's important, and one ofthe AI tools that I use is Claude AI, that will do it for you in a spreadsheet. And then also you can use Grok.com and it'll really delve deep into the data, and it'll even give you the tips what's happening real time on social media, so you can see what the sellers are talking about. And so that's kind of nice to have that and say, you know, all the people in flag are really looking for single level right now. And now you can have a more intelligent conversation with your seller.

Michelle Linton  4:14  
That's awesome. And what if he was more chattery the sellers or the buyers out there in the social sphere, 

Dusty Rhoton  4:21  
That'd be good to know, right? And it'll tell you, it'll give you the data. 

Michelle Linton  4:24  
Well, I know what I'm doing after this. Friday. Back to engagement. Guess this price. 

Dusty Rhoton  4:33  
So that's another one where you can really have fun with it. So you can put a picture of a house and say, How much do you think this house is worth? Or you can say how much you think this house sold for 20 years ago. Just make it really engaging, ask a question and have a poll on there so that people will interact with it and see it's fun and then they like it that way when it's something different that they can look at

Michelle Linton  4:55  
Saturday promo just listed Or under contract?

Dusty Rhoton  5:01  
We'll see everybody's doing the just listed in under contracts. And so it can get a little boring because so many people are doing that. So I think you need to do things that make it different. Like, if you're in a house and there's something cool on the wall, like, I have a house right now that has a piece of wood on the wall that's custom to a ship that sank in the New York Harbor, and the seller is going to leave it with the house. So that would be something I would do with my just listed so to make it stand out and make it different from everyone else's. 

Michelle Linton  5:30  
That is so cool. Do they have so many questions, and what is the address to that house? Sunday, personal or a story. 

Dusty Rhoton  5:39  
Sunday has to be you and real. So that's a day where you just take a break and a rest from AI and just be you like you could be over at Buffalo Park having a picnic lunch and saying, I love coming here to have a picnic, or I just love living in Flagstaff, or just make it. You're walking your dog, your cat, whatever it is, just make it so it's you, so it's just gives that little bit of authenticity and make it real. Because we can't have chat and bots all the time. 

Michelle Linton  6:09  
We cannot that. We'll get zoned out and people won't even listen 

Dusty Rhoton  6:13  
Exactly. 

Michelle Linton  6:15  
Okay. Dusty in your AI classes, you talk about using weekly themes. What is the benefit there? 

Dusty Rhoton  6:21  
Well, the weekly themes are important. So like, I use it because, like, week one, you can say, is for home selling tips. And so it's always nice to share those. And there's all the sellers that are thinking about listing, and so they want to reach out and see what are the home selling tips. So if you're doing that, that can drive sellers to you and get you leads that way, or you can do local market insights that says, This is what the data is showing right now. And then tips for the buyers, the poor buyers, you know, they there's a lot of different changes with paperwork and all kinds of things, and was the best way for them to get something, and they got to do inspection. So it's good to have tips for them, too. And then also doing things behind the scenes, like what we're doing. We could be doing one here, saying, What is Michelle and Dusty doing today? Oh, they're doing a podcast, and what's it for? Oh, it's for AI. So it makes it really engaging. And then, when you're driving, if you rethink of something like, Hey, that's a hot tip I just heard now, you know something for your theme for next week? It ties it in and makes it simpler. 

Michelle Linton  7:23  
Love that, okay, what I really love, though, is your 3-2-1, formula. Break that down for us. 

Dusty Rhoton  7:30  
Okay, so you want to have a nice balance. So I always say three educational posts, two engagement posts, where you're getting them to engage with you, and then one, that's your promotional posts, like, you know, promoting you, or promoting a listing, something like that. Because if you're just only doing all your houses, people are going to stop looking so if you do three educational that's what people want. Is education. How many people go to YouTube to get info, or many people go to Google and ask a question? Right? So, yeah,

Michelle Linton  8:03  
what are your bonus tips for hashtags, stories and tagging? 

Dusty Rhoton  8:08  
Okay, so hashtags, they're really engaging, and I want to bring up the engagement groups. So the engagement group is really good, because, like, if you make a post, I can go to your post, I can like it, I can tag it, and then when I make a post, you go to mine and you like it and tag it. So I was thinking it would be a good idea if all of us and NAAR agents would do come up with a hashtag and we all start doing this with each other's post, because then that's going to make the algorithms be like, hey, these NAAR agents really got something going on. We need to follow them, and then it's going to help engage us better. I think 

Michelle Linton  8:49  
I love that you hear that members #NAAR, let's get into the algorithm and promote what we dofor our community. We do so many things 

Dusty Rhoton  9:00  
absolutely, yep, 

Michelle Linton  9:02  
I'm trying one now. It's part algorithm hack and part support group.

Dusty Rhoton  9:08  
Mine is a #DustySellsRealEstate, and every time I put it in, it'll tell me how many times I've posted it, like if it's over 1000 or whatever. So it's important to do that. 

Michelle Linton  9:20  
If someone's getting started, what's the one action they should take after this episode? 

Dusty Rhoton  9:25  
Just open it up and give it a try. There's so many fun things you can do. You can you can tell chatGPT to be give me five Instagram posts that I can post, and then it makes you look like, Hey, she's picking up and she's staying on top of this data. So she's a good realtor, so I think that I want to use her because she's doing it 

Michelle Linton  9:46  
Well, you've heard her. Go post something, use your voice. Let AI make it easier and not less human. That is it for this episode of beyond the sale. Michelle Linton 

Dusty Rhoton  10:01  
And I'm Dusty rhoten, keep showing up, keep sharing your value, and we'll see you online.

Transcribed by https://otter.ai