Using AI to Get More Home Listings for Real Estate Agents

Today, let’s discuss how AI, like ChatGPT, drives leads and listings for real estate agents, and let’s provide real practical examples for better understanding.

Understanding How AI Sources Its Information

One burning question that surfaced early on was the source of the vast pool of information AI, like ChatGPT, taps into. Many share a concern—where does this data originate, and what are the privacy implications?

The answer? It’s none other than Google. That’s right, the same powerhouse we turn to for answers day in and day out. AI scours the depths of the internet, combing through websites, social media platforms, Twitter feeds, and even devouring videos and books. It’s like having a tireless digital assistant who has pored over every content I’ve created—an impressive feat.

For example, if I type in ChatGPT “Who is Chris Scott of paperless agent?” the following is the output;


ChatGPT is getting info about Chris Scott (President, The Paperless Agent) somewhere from Google, hence the output above.

AI isn’t just gathering data; it’s synthesizing it into actionable insights. Picture this scenario: a prospective client Googles your name and is greeted with a comprehensive overview of who you are and what you do. It’s not about being a celebrity; it’s about establishing trust and credibility, something every real estate agent should strive for.

Imagine Google endorsing your expertise and recommending you as a go-to resource for fellow agents looking to harness technology and online marketing to elevate their businesses. It’s powerful and underscores AI’s potential for revolutionizing the real estate industry.

Using Search Results Insights to Create Marketing Impact

In the field of marketing, self-assessment has long been the norm. Googling oneself and checking Facebook profiles are all part of the game. But what if there was a more profound way to present oneself online, beyond the mere search engine snippets? That’s precisely where AI steps in, offering a glimpse into a more nuanced digital identity.

Take Chris Scott, for instance. A quick search reveals surface-level facts and a rich tapestry of connections and insights.


It’s about showcasing relationships, affiliations, and experiences—a level of depth traditional search engines often miss.

But AI isn’t just about self-discovery; it’s a powerful ally in marketing endeavors. While some may view it as a mere assistant, its true value lies in its role as advisor, guiding strategic decisions rather than merely executing tasks.

Consider this: in the realm of martial arts marketing, we can’t just rely on basic queries. By tapping into AI’s creativity, we can unlock innovative solutions. For instance, generating an acronym like “DOJO” to frame marketing strategies for karate schools showcases the tool’s breadth of capabilities.


Moreover, delving into the People Also Ask (PAA) section reveals a goldmine of insights.


When a prospect searches for “Sell my home in Austin, Texas,” traditional agents may focus solely on listings. However, AI uncovers a list of related queries—questions about market trends, pricing, and more—hidden within the PAA section. Crafting targeted content to address these inquiries showcases expertise and signals relevance to search engines, elevating an agent’s online presence in a competitive landscape.

Utilizing AI Strategically to Elevate Your Brand and Increase Home Listings

While many may opt for the convenience of instructing AI to generate web pages tailored to specific queries like “Austin real estate agent” or “How to sell my home in Austin,” this approach falls short of maximizing the technology’s potential.

For example, below is the result you get if you don’t give better instructions to AI such as ChatGPT.

home listings

To truly stand out while using AI, it’s essential to go beyond the surface and provide insights that resonate with search engines and potential clients. Rather than solely focusing on SEO-friendly language, consider the nuances of each query and offer valuable, experiential insights that demonstrate your expertise and authority in the field.

For example, I gave ChatGPT clear instructions below: “I want a better title and please write in the voice of Tom Ferry, And do it for Circle C”, so that the output is great.

home listings

I have used Tom Ferry in the example above because he is well-known in the real estate niche. In fact, I hosted a masterclass with him about digital marketing.

The concept of E-E-A-T—Expertise, Authority, Trust, and Experience—plays a pivotal role in this approach. By showcasing your depth of knowledge and firsthand experiences, you improve your search engine rankings and build trust and credibility with potential clients.

But AI’s potential doesn’t stop at text generation. By harnessing multimedia content and location data, you can create immersive experiences that resonate with your audience on a deeper level. Tools like Descript and CapCut empower you to transform raw assets into compelling content that captivates and engages.

Using Descript to convert raw video to a blog post

Ultimately, standing out in the competitive real estate landscape requires a strategic approach to AI. By leveraging its capabilities to provide valuable insights, personalize your content, and create immersive experiences, you can position yourself as a trusted authority and differentiate your brand in the digital sphere.

Maximizing AI’s Potential: Transforming Raw Inputs Into Dynamic Content

Harnessing the potential of AI goes beyond mere content generation—it’s about transforming raw inputs into dynamic, multi-faceted content that resonates with your audience across various platforms.

At the heart of this approach lies the Content Factory concept, consisting of four distinct stages. The first stage involves capturing the essence of your expertise and experiences through images and videos, ideally using tools like iPhones for optimal performance.

The four stages of the content factory: produce, process, post, and promote.
The four stages of the Content Factory

The true magic happens in the subsequent stages, particularly in the second phase—the red box process. Here, AI-driven tools like ChatGPT come into play, processing raw multimedia assets and transforming them into engaging content. This transformative process enables you to repurpose existing content effortlessly, whether it’s converting a written post into a LinkedIn article or crafting captivating social media hooks.

But AI’s capabilities extend far beyond simple content creation. In the third stage, AI tools excel at chopping up and repurposing content across various platforms with just a few clicks. From YouTube videos to Instagram stories, AI effortlessly empowers real estate agents to establish a robust online presence.

By leveraging AI to extract key insights and structure content effectively, agents can ensure that their content resonates with search engines and their target audience.

Why Creating a Trusted Signal is Better Than Being a Brand

Strategic utilization of AI is pivotal for real estate agents aiming to establish a prominent digital footprint. This becomes evident when examining search results for industry professionals like Chris Scott, President of Paperless Agent.

Upon searching for Chris Scott, the results showcase various listings and profiles, albeit with occasional discrepancies.

home listings
Search results for Chris Scott

Nonetheless, the key lies in creating a consistent and credible digital presence across multiple platforms. Ensuring your information is corroborated and verified across various sources enhances your online credibility, signalling that your content is trustworthy and relevant to search engines like Google.

This corroborated signal is crucial in generating features like the knowledge panel—a comprehensive overview of an individual’s digital presence. Such features increase visibility and enhance credibility and trustworthiness in the eyes of potential clients.

Dennis Yu’s Knowledge Panel

Moreover, strategic content creation is essential for maximizing online presence. You can optimize your chances of appearing in relevant search results by consistently producing content that aligns with your expertise and desired keywords. This content can range from informative videos showcasing your role as a listing agent to insightful articles highlighting your industry insights.

However, it’s not just about creating content—it’s about leveraging AI tools like ChatGPT, Descript, and Memories to distribute and amplify that content across various platforms effectively.

Optimizing Engagement for Real Estate Agents With Dollar-a-Day Strategy

The Dollar-a-Day strategy isn’t about chasing fame but amplifying what resonates with your audience. Real estate agents can send powerful ranking signals to platforms like Google and Facebook by promoting content that garners high engagement for just a dollar a day. This isn’t merely a quest for impressions; it’s a strategic move to capitalize on what’s working.

When content performs well organically, whether it’s a compelling listing presentation or an engaging property walkthrough, it’s crucial to leverage the Dollar-a-Day approach to drive even more traffic. By identifying what resonates with your audience and strategically promoting it across various platforms, you’re letting the system do the heavy lifting for you. Whether it’s YouTube, Facebook, or Google My Business, the key is to allocate resources where they yield the highest returns, allowing you to maximize engagement and ultimately enhance your online presence.

Empowering Real Estate Agents: Leveraging Human-Centered AI

A curious paradox emerges: those deeply rooted in human-centric values are poised to triumph. Contrary to common belief, success in the AI era isn’t predicated solely on technological prowess; it hinges on the richness of human experience and relationships.

My discussions with top AI engineers reveal a profound insight: the next frontier of AI isn’t dominated by the most adept programmers, but by those who harness the power of human-centered approaches. The democratization of technology through AI tools creates a level playing field, where quality ingredients—our experiences, relationships, and insights—are paramount.

By feeding AI platforms with authentic content and real-world experiences, real estate agents can amplify their online presence and elevate their professional profiles. Every interaction and every relationship becomes an asset, enriching the digital ecosystem and strengthening one’s online influence.

In essence, the competitive advantage lies not in outperforming AI but in collaborating. Real estate agents can leverage AI as a co-creator, transforming everyday moments and interactions into valuable content that resonates with audiences. As we embrace this human-centred approach, we unlock the true potential of AI to amplify our voices and forge deeper connections in the digital landscape.

Key Takeaways

In conclusion, embracing AI as a tool for real estate success involves understanding and implementing four crucial phases:

  • Capture Authentic Experiences: Utilize everyday interactions and experiences to capture authentic content, whether it’s through photos, videos, or conversations.
  • Leverage AI Tools: Embrace AI-driven platforms like ChatGPT to transform raw content into polished, SEO-friendly materials tailored for various platforms.
  • Amplify Online Presence: Distribute content across multiple channels, including social media, websites, and email newsletters, to enhance online visibility and engagement.
  • Optimize Reputation Management: Leverage AI to curate and amplify your online reputation, a key factor in attracting clients and securing listings.

Real estate agents can effectively enhance their online presence and stand out in a crowded digital landscape by feeding AI platforms with authentic content and allowing them to work their magic. Remember, these tools aren’t reserved for tech-savvy individuals; they’re accessible to anyone willing to harness their power.

So, whether you’re a seasoned agent or new to the field, embracing AI-driven solutions can revolutionize your approach to marketing, client acquisition, and reputation management. Don’t let intimidation hold you back—empower yourself with AI and watch your real estate endeavours thrive.

Dennis Yu
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.