June 14, 2023 • 33 mins
In this episode of Decoding Real Estate, we welcome Katie Lance. Katie is a real estate and social media trainer, coach, author and speaker. She has been working in marketing and branding for over twenty years, and has focused the last ten years on social media’s role in real estate success.
She joins the show to discuss the power and potential of AI ChatGPT in relation to creating top-notch real estate content. Katie’s blog features all sorts of ChatGPT tips, from creating listing descriptions, newsletter topics and how to prompt the bots for an overall content creation plan.
Katie brings her experience and expertise to add her two cents about RPR’s latest feature, the Market Trends ScriptWriter. This AI-powered tool, integrated into the RPR Residential Market Trends section of their website, takes local housing market stats and metrics for a specific area, and lets REALTORS® hit the “Create Script” button to create scripts, marketing copy and social media posts. It also explains the market terms, their definitions and their correlations to one another. This isn’t just words strung together; it’s a clear, factual breakdown and clarification of housing market data that agents can easily share with their clients!
Reggie, Genie and Katie provide plenty of great questions and answers in this AI Generative text-focused episode.
Don't miss this month’s Decoding Real Estate with guest Katie Lance!
Decoding Real Estate is hosted by Reggie Nicolay and Genie Willett.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Reggie Nicolay (00:00):
Decoding Real Estate
Hello, and welcome to the codingreal estate podcast from
Realtors property resource. I'mhost Reggie Nicolay. And joining
me as always is Genie Willett.
Today we're covering topics thatare both super exciting and
relevant to today's real estateagents. unlocking the potential
(00:22):
of social media and generativeAI technology in the world of
real estate.
Genie Willett (00:29):
The digital landscape is moving so fast,
having a solid social mediapresence and leveraging AI tools
can be a real game changer foragents striving to grow their
businesses. And guess what, wehave the perfect guest with us
today to dive into all thedetails. Katie Lance and
industry leading speaker onsocial media marketing and the
(00:51):
author of get social smart.
Reggie Nicolay (00:54):
That's right, Katie's expertise in helping
real estate pros maximize theironline reach, while also
streamlining their workflows isimpressive. We're thrilled to
have her on the show. And she'sgoing to share how agents can
harness these powerful tools andstrategies for incredible
success.
Genie Willett (01:11):
Yeah, whether you're just beginning to engage
in social media, or you'realready navigating AI powered
platforms like chat GPT like apro. There's always something
new to learn when it comes tocreating meaningful connections
with clients, and gaining thatcompetitive edge every agent
craves.
Reggie Nicolay (01:29):
So get ready as we dive into the topics of
social media marketing, andgenerative AI in real estate
with Katie Lance, she will leadus on a thoughtful journey,
touching on key points likecrafting powerful online
messaging, finding the sweetspot between automation and
personal touch, as well as howAI like ChatGPT can help create
(01:52):
content that strikes a chordwith different target audiences.
Genie Willett (01:56):
And don't worry all you forward looking
listeners out there. He's gotsome predictions on how AI is
set to reshape real estatemarketing in the next half
decade, plus tips on whatproactive steps agents can take
right now to stay ahead of thecurve. So buckle up for a lively
and invaluable conversation thatcould turn your marketing
(02:17):
approach upside down.
Reggie Nicolay (02:19):
Yes, let's jump in, shall we? Welcome to our
interview with Katie Lance.
Katie, welcome to the show.
Katie Lance (02:35):
Thank you. I'm so excited to be here.
Reggie Nicolay (02:36):
Yes. You know, I feel like we should have had you
on a long time ago. You know,for the listeners, Katie and I
have known each other for a longtime. Actually, we're fairly
close neighbors here in theEast, East Bay of the Bay Area.
And I've seen Katie's journey insocial media over the years and
(02:57):
I can vouch for all theeducational knowledge she's
dropped. And I'm super excitedto talk with you today. And I
know you are too as well,Jeannie. So definitely, yeah,
let's get this interviewstarted. I mean, Katie, you've
you've taught so many in thesocial media space in real
estate industry, and you haveyour own book, get social smart,
(03:19):
you must encounter agents thatare unclear about the true value
of social for their business,can you start by offering some
insights into how they canmaximize the power of social to
improve their online presence?
Katie Lance (03:31):
Yeah, absolutely. I mean, as you know, you know,
Reggie, Genie, social media haschanged a lot. In the last, you
know, decade or so, if notlonger. And you know, what was
true 10 years ago, has changed.
But I also think there's somethings that haven't changed. You
know, real estate is still arelationship business. And the
social media will never replace,handshake, a hug, meeting
(03:51):
someone for coffee, meetingsomeone face to face or writing
a handwritten note, I just thinkwhen done right, it only makes
things better, it only enhancesthe relationship, it only
enhances being able to keep intouch with people. And I think
for a lot of agents, you know,especially agents and brokers
who've been in real estate along time, one of the many
challenges is being able to keepin touch effectively with
(04:13):
clients over the course of time.
And as much as we have the bestof intentions, and we send out
emails, and we, you know, sendlovely holiday cards and all
kinds of good stuff, you know,social media social. And so you
know, even if an agent just usesit for a way to keep in touch
with your clients or prospectsand folks within their sphere, I
(04:34):
think that's reason enough to beon the platforms and then you
know, taking it to that nextlevel of of content and putting
out helpful content. That's awhole nother conversation, which
I'm sure we'll probably touchon. But putting out that helpful
content also helps to buildthose relationships and to build
trust, which is the name of thegame.
Genie Willett (04:52):
I love that. So how pivotal Do you think a
defined social media strategy isfor a real estate agents
overall, so excess? And do youhave any, like winning
strategies that you would sharewith our listeners?
Katie Lance (05:05):
That's one of my favorite questions.
Yes, I definitely think it'simportant that an agent or
broker have a sustainablestrategy. And you know, I always
say it's like any other part oftheir business or any part of
your life, if something isimportant to you, it's going to
probably be on your calendar,you're going to have a system,
you're going to make it apriority. And I think we're, it
(05:26):
can be a challenge as a lot oftimes social media becomes this
bolt on to someone's businesswhere they bolted on when they
have time. And as we all know,real estate is a little bit like
a roller coaster, we have lotsof lots of ups and downs, and
when an agent's busy, andthey're rocking and rolling,
they're not maybe thinking somuch about what should I post to
Facebook today, you know, butthat's where having a strategy
(05:46):
comes into place. And I reallylike to break it down pretty
simply, I think an agent shouldget it on their calendar. I'm a
big believer of time blocking, Ireally recommend locking a
little bit of time, daily,weekly, and monthly. On a daily
basis. I think, you know, evenif you only have 10 or 15
minutes a day, you take a fewminutes a day to to respond your
notifications, respond to yourDMS to engage with a few people
(06:09):
on a meaningful basis. You know,don't just be a drive by liker
but take a few minutes to engageand interact with people on a
weekly basis, set aside sometime, maybe 30 minutes or an
hour once a week where you canschedule some of your content,
not everything, don't set it,forget it. But take a little bit
of time and use a tool likeMehta business suite or some
other great tools available toschedule some of your content.
(06:30):
And then once a month, set asidesome time once a month to create
some of your content. And thisis where I think it's it's super
important if you can set up alittle bit of time to get on
camera, which I know can feel alittle challenging for some
people. But if you always sayI'm gonna do my hair and makeup
and record one video, I might aswell record like four or five.
So set aside an hour or two oreven a batch of bunch. You don't
(06:50):
have to post it all at once. Butcreate a bunch of of content and
you know, and that's the type ofcontent you can post over time
and repurpose. And over time,that's the type of content
that's going to attract peopleto you, you know, versus I would
say attract versus chasingleads. So yeah, to get back to
your question, having a strategyI think is super important
doesn't have to be complicated,it's got to be something you can
(07:12):
easily do, just like brushingyour teeth every day. But you
know, having a having a system Ithink is super important.
Reggie Nicolay (07:19):
You know that it loved your answer about time
blocking to get that done too,because you're right, you get to
expect it. And it becomes thistime that you get used to doing
it, and you're trainingyourself. And it's like muscle
memory. And so I use that fordifferent tasks, and it's
helped. So.
Genie Willett (07:35):
I know, I was gonna say, we talked to Chelsea,
alright, in our last podcast,and she talked about how you
batch do your reels, and I juststarted doing meals, and I'm
totally on board with batchdoing, um, I agree. I'm like my
hair and makeup stuff, I justswitch my shirt and I can get a
whole bunch done at once like,you know, and it's nice, you
feel like you can get you know,you can kind of get a rhythm to
(07:56):
it. And then it doesn't feel sooverwhelming to try to piece it
apart too. But I think that'swhere you're right, everyone has
to kind of come up with astrategy that works for them
what makes most sense in theirday in their business, and then
just kind of set aside thattime.
Katie Lance (08:10):
Yeah, super important. You have to
prioritize it. And especially,and there's, with content, too,
not to go off on too much of arabbit hole. But I think if you
might even break it down to atime that you're just creating
content. And then if you do anyediting, which you don't have to
do if you want to do videoediting, then maybe you do you
know, an hour of creating and anhour of video editing, you know,
or a little bit of time whereyou're gonna sit down and write
(08:31):
your captions because sometimesit's different parts of your
brain right? of creating abunch of stuff you don't want to
stop and go wait want to editthis or find a song, you know,
you just want to crank out abunch of content. So yeah, just
getting on your calendar andtreating it as an appointment.
Just like anything else. That'simportant.
Reggie Nicolay (08:47):
For me that there's like getting in and
being creative, but don't wantto have to do like headlines,
that's a whole nother space orlike something like a subject
line.
Genie Willett (08:55):
Writing a script and like acting in one or two
very different.
Oh.
Reggie Nicolay (09:01):
Okay, Katie, I want to switch the gears just a
little bit on you. Somethingthat I've been seeing you talk
more about is generative AI, andspecifically Chad GBT, you
really become I think a strongadvocate for the tool and what
it can offer agents. Can youelaborate a little bit on your
view of how realtors can refineor automate their own messaging
(09:24):
to reach a wider audience?
Katie Lance (09:25):
Yeah, absolutely.
Well, I have to admit when Chadshould be at first, it was
announced I think it was back inlike November of 2022. My first
reaction was oh, no, one morething right and I think that is
a lot of people's reaction andI'm in the world of just like
you guys are we're in the worldof marketing and you know, real
estate and you know, wetechnology and there's always
something always something newbut this at the risk of sounding
(09:47):
corny I was at once I tried itthe first time I was like, holy
cow. This could be really cool.
And so yeah, it's been reallyfun. We've been doing a lot of
training and coaching. Well, youknow, one of the things that I'm
a big believer in, it's I don'tthink an agent needs to know
everything about everything.
Like, if I'm teaching Facebook,you don't need to know every
single button that's onFacebook. If you're winning
(10:09):
ChatGPT, it's the same thing. Ithink you need to know like, the
most important things that areactually going to help you do
your business better. So I'vebeen really focusing on teaching
how to use ChatGPT to notnecessarily replace, you know,
like a marketing person or canreplace an assistant or even
replace you. But how can youjust help do your job a little
bit better, a little bit faster,a little bit more efficient. And
(10:30):
I find for a lot of agents, theyoftentimes struggle with the
copywriting part of their job,right writing listings, taking
the listing attorney into aflyer or turning a flyer or
getting into an email, takingemail, making that something
that works for Instagram andFacebook. And so that's where I
think it can be really helpful,you can go into ChatGPT, as you
know, and, you know, ask it forsomething, hey, can you write me
(10:53):
a property description for 123Main Street, but the key is, is
in how you ask, right and givingit it's only as good as the
information that you give it. Somaking sure you're detailed with
what you're asking. And that andthe more you use it to, you'll
understand to how important itis to kind of add your tone and
your personality? Do you want itto be more conversational? Or
are you someone who's reallyfunny and quirky, right? And a
(11:15):
lot of this kind of comes intowho you are, like, what's your
personality like, and workingthrough that with, with what
you're asking ChatGPT. So it's,it's been really interesting, I
think, from a listingperspective, but also just from
a content perspective, if anagent or broker is stuck with
content ideas, or, you know,video topics, maybe they're
newer to real estate, and maybethey've been doing this a long
(11:37):
time, it's a great place tostart. You know, it doesn't,
like I said, doesn't replaceanybody, but I think it really
is a great place to start. Andthen you can add in your two
cents, your expertise, yourtone, your personality. And of
course, just like anything, Iwould say, we want to take
precautions, we want to makesure that we are, you know,
adhering the fair housing thatwe're not, you know, violating
anything with code of ethics.
(11:59):
And so, you know, just likeanything, there's a lot of
there's ResponsibilityResponsibility when you use any
technology, but same thing withthat, which ChatGPT. So there's
a lot we could talk about thatthat feel like that just
scratches the surface, though.
Genie Willett (12:10):
I feel like in two sentences, though, you very
concisely, just went overeverything that Reggie and I
just talked about, of, you know,fears of AI fears of being
replaced, and then, you know,the ethics behind it, and making
sure you're using it properlyand being careful of how you use
it. And I think that's kind ofthe concern that a lot of people
(12:31):
have, you know, yeah, but Imean, obviously, AI is
transforming all industries.
It's the technology is here,it's in its infancy, but I mean,
real estate is no exception.
It's here for real estate now.
So can you talk about and youkind of touched on this briefly,
but like some ways that AI canhelp streamline a realtors
workflow and maybe even enhancetheir client interactions?
Katie Lance (12:55):
Yeah, absolutely. I think it can, it can help
streamline in a lot of differentways. We're seeing this a lot,
actually email. So there's acouple different ways that you
could use it for email, youknow, first of all, if you
haven't done any kind of emailmarketing, maybe you're or maybe
you haven't, you felt like I'mnot really good at it, or it's
not going the way you want it togo. Or maybe you sign up for
some services that are, youknow, you're at a point where,
(13:15):
like, I gotta fix my emailmarketing, we all know how
important it is to have adatabase. I think that's super
important. So you can go intoChatGPT, you can you can start,
start at the beginning and say,Hey, I am a real estate agent in
Dallas, Texas, and I have aemail database of 200 people
have past clients and prospects.
You know, write me a list ofideas for email marketing, or
(13:38):
you know, come up with a fewideas for an email campaign,
they can be as basic as that.
And we can start from there. Youcan also take something you've
already read. And I love to dothis a lot. I'll say, Okay, I'm
going to give you an email, I'mgoing to copy and paste in here,
an email that we're sending outto our database. This is the
audience, I would like for youto rewrite this make this more
(13:59):
compelling, make it moreconcise, add some bullet points,
add a compelling call to action.
And so then you can copy andpaste something and go and then
have it re rewritten. This isgreat too. For listings, if you
are going to want to rewrite alisting on the MLS, or now
you're a new agent taking onlisting and you want to kind of
reroute it. It's great forrewrites. But it's also nice, I
feel like for one to onecommunication, sometimes we get
(14:21):
in situations that are justdelicate, you know, and we want
to come across as knowledgeable,confident. We don't want to
sound like a jerk if we want to.
But we we it's really importantthat we come across properly. So
this is another opportunitywhere we could say look, I'm
going to give you a situation.
This is a situation I'm dealingwith, in my email, give me a few
(14:43):
ideas for responses, right orhere's my response. Can you
review this and make it morecompelling, or make it a little
bit more assertive, or whateverthe the tone is? So I think
there's a few different areaswhere it can really help with
communication. I think again,you want to be
Careful with confidentiality,you know, I would be careful
just blindly copying and pastingemails, maybe remove names or
(15:06):
pertinent details to that.
client confidentiality. But itcan certainly help in a lot of
ways. And in fact, I was gonnamention there's actually a word
of down. So don't forget thename of it, there's a really
good Chrome extension that I'vebeen using also called
ChatGPTwriter, ChatGPTwriter,which is free if you use Chrome,
and that specifically can helpyou with rewriting emails, like
(15:28):
one to one. So that's a fun oneto check out.
Reggie Nicolay (15:32):
I'll be sounding 15% smarter on every email.
Katie Lance (15:36):
There we go. That's what it's all about.
Reggie Nicolay (15:39):
Right?
Katie Lance (15:39):
For sounds smarter,
Reggie Nicolay (15:41):
and more organized. No, I love that. And
I mean, I you started to touchon this a little bit. So I just
want to dig in so and I thinkwhat where you're going with you
know, your prompts, essentially,let's talk about that for like
your target audiences. How canyou use that to create content
that ret resonates withaudiences? You're focusing on?
Like, maybe first time?
Homebuyers or propertyinvestors?
Katie Lance (16:06):
Yeah, so I think even before unit ChatGPT, what's
interesting, I've been having alot of conversations with agents
about this. And if you've neverreally thought about, like, Who
do you want to work with? Whoare your people? It's a, it's an
important conversation to thinkabout. Because as you start to
go down the road with ChatGPT tothinking about content ideas, if
you don't start to really thinkabout who you want to work with,
(16:28):
and who is who are your peoplewho are your ideal audience. The
content that ChatGPT producesfor you might feel a little
generic, and you're gonna kindof sound like anybody else in
town. So I actually recommenddoing a little bit of, you know,
back work or side work, itshouldn't take a whole lot of
time, but you know, take out anotepad or pen or however you
you know, brainstorm and thinkabout, especially if you've been
(16:51):
in real estate a long time,think about the people that you
work with that just light youup, you know, you like they call
you and you just can't wait totalk to them. And what is it
about them? Alternatively, thepeople that you've worked with
that you're like, Oh, this isjust, you know, giving me gray
hairs or whatever it might be.
And it you know, it doesn't meanthat, you know, we can't work
with different types of people.
(17:12):
But I think it's an importantstep to think about, who do you
want to work with? Who are yourideal people, for some people,
like you, you mentioned, firsttime homebuyers, some people
love working with first timehomebuyers. And some agents, if
they're totally honest, somereally don't, it stresses them
out. It's, that's okay. Theydon't just say that publicly.
But knowing that and thinkingabout kind of who your who your
(17:34):
audience is, I think is going tohelp a lot. And so when it comes
time to going to ChatGPT tosaying, hey, come up with a list
of and video ideas that I couldcreate for Instagram, or Tiktok.
Now, we can add in a layer ofcreate 10 videos for first time
homebuyers. You know, in a sortof friendly, conversational
(17:56):
tone, make it fun and quirky,something that could add music
to, you know, my maindemographic are folks between
the ages of let's think of anumber of 30 to 40 years old,
whatever it might be. And nowyou're kind of putting in a
little bit of context, right?
Which I think is key toeverything, like, there's no
shortage of content that's outthere. The difference is in the
context, right. So kind of,again, thinking a little bit
(18:20):
about who you want to work withwhat your audience is, and then
putting in some of that contextthose parameters into into
ChatGPT. And then just likeanything else, especially if
you're doing this for socialmedia content, or video content,
even scripts, probably soundlike a broken record, but it's
so important that you read it,and that you just just tweak it
ever so slightly to make it makeit your own. Because I can
(18:43):
already tell on about you guyscan tell us already. I'm already
reading stuff on social media.
And I'm thinking, well, that'snot so and so. Or you could just
tell like, that's not them. Soas much as it's great, and does
a lot of the heavy lifting,it'll get you like, 80% there,
you just got to do that other20% Right. So super important.
(19:04):
100%, even the tools that Iplayed with, I feel like I'll go
in there. And then I read avideo script. And I'm like,
Yeah, I would never say it likethis. I'm not on a blank page
anymore, right. So I'm like, oh,I'll just tweak it to how I
speak. And now it sounds likeme, but I didn't. I didn't sit
here for an hour racking mybrain of how to just begin.
(19:25):
Yeah, but I love i Absolutely.
Like it's like a blueprint. It'slike, okay, just get me started.
Genie Willett (19:30):
Yeah.
Katie Lance (19:31):
And then I can take it from there. Yeah.
Genie Willett (19:33):
So I know in your training classes, you placed a
lot of emphasis on the power ofthe right words and phrases.
Could you tell our listenerssome practical advice or
examples to strike the rightchord with their messaging?
Katie Lance (19:46):
Yeah, definitely.
So I think using the rightprompts, right is important and
if you start going down thisroad of Googling, chat GPT and
training, everyone's talkingabout prompts, which I feel like
prompts are just kind of anotherword for add directives, right
where women are in elementaryschool and we learned like, you
have to have some descriptivelanguage. And I think that's,
that's important. So part ofthis goes back to, again, who
(20:08):
you are who you know, what'syour tone, I always tell agents
like, you can't be all things toall people. Nobody wants to work
with a generalist, right? If Ineeded a brain surgeon, heaven
forbid, I would want to find thebest brain surgeon in town, I'm
not going to find like the, youknow, the gal that could like do
it all.
Genie Willett (20:25):
All Trades.
Katie Lance (20:27):
Exactly. So, in fact, I was doing some coaching
this morning, and one of themone of the agents said, you
know, I've really never thoughtabout that, like, how do I find
my tone. And one of the thingsthat you said to her, I said,
you know, you might start,there's a little bit of a Google
rabbit hole, but you might startto Google, like, personality
types, because there's alldifferent types of personality
types, if you've never done anyresearch on that, already
fascinating. And as you readsome of that, there's gonna be
(20:49):
certain types that you're like,oh, my gosh, that's me, or so
that's definitely not me. Andthen you might read me reach out
to a couple of trusted friendsand colleagues, and ask their
opinion, you know, because onceyou have an idea of your tone,
your personality, your politicalbrand, so to speak, that's
really going to help youdetermine what word you should
(21:09):
put in. So for some people, it'sluxurious. For some people, it's
conversational. For some people,it's funny, or upbeat, or quiet,
or kind, I think if you canstart to brainstorm a list of
you don't need dozens, but maybefive to seven words that
consistently sort of sum up whoyou are, you know, when you when
you come across in that in aprofessional way, that's going
(21:30):
to help tremendously. So nowinstead of just saying write a
property description, you couldsay write a property
description, but do so in akind, confident and upbeat
voice. Right? So you're stillasking for what you want. And
you're, you're also tellingChatGPT, like what's the goal?
What's the who's the audience,and then you're adding in your
(21:50):
personality, your tone? So it'skind of those three steps of
what are you asking for? Who's,who's this for? Right? What's
the goal? And then thepersonality piece of it?
Reggie Nicolay (22:00):
It's so powerful. I don't know why
everyone's not trying, likeright now, but they definitely
aren't. But you can see wherethere's also probably some
balance, you need to find, youknow, with all the automation,
how do you strike a personaltouch? Sure. So do you have
thoughts on that? I mean, howdoes a REALTOR® not lose their
(22:21):
authentic connection whenthey're, you know, engaging with
with the prospects when theyhave tools like ChatGPT?
Katie Lance (22:29):
Yeah, I think it's important. And I think that's
one of the reasons why we'veseen a fair amount of agents go,
No, I'm not going to do it, orjust, there's the hesitancy, and
I think part of it, I almostrelate it to every stage of
technology. I mean, I rememberwhen, you know, we went from,
like, the big MLS book to howthings are now and everyone got
websites, and then people wereblogging, and we had email, and
(22:52):
then Facebook and like, like,it's every sort of step along
the way, there's, there's alittle bit of that fear of like,
oh, my gosh, we're gonna getreplaced, who's gonna need us,
right? Or I don't need this.
Because you know, I'm a human,I'm going to show up. And I
think both can be true. I thinkyou can be proficient in
technology, I don't think youhave to use every single Belen
widget, but I think you have to,you can be proficient enough. So
(23:14):
your clients know that you'regoing to take care of them from
a technology perspective. Butyou can also show up and be a
human and be the best human.
There is. And I again, as I saidbefore, I don't think there's
anything that replaces taking 10minutes a day to make sure you
respond to your DMS in apersonal way, there's nothing
(23:35):
that's going to replace youshowing up on an Instagram story
a few times a week, are youshowing up on video, right? Even
though you might use chat uphere to write a script or to
help you with maybe the caption?
Like, you can't, really, as ofright now, you can't call him
yourself? You know, you'reyou're you right? And there's
that personal aspect, there's,there's the US saying, Oh, my
gosh, it's Reggie's birthday,like, I'm gonna text him right
(23:57):
now. Or I'm gonna send them avideo or just those little teeny
personal things, right? You seeit someone's birthday, you pick
up the phone, or you send thema, you know, a card in the mail
or whatever it might be. And Ithink it's balancing the
technology and using it as a wayagain, to work smarter, not
harder. But just knowing it'snot like an either or, you know,
Genie Willett (24:20):
And maybe it really gives you time back in
your day to have more of theauthentic personal touch. Yeah,
that you might not have had timebefore when you were staring at
that blank page for an hour andcome up with anything to write,
you know.
Katie Lance (24:34):
you actually make a really good point because I have
felt like that I'm in thebusiness of marketing and I've
been using it you know, formarketing, but yeah, it gives
you extra time. You know,imagine if you had an extra hour
to make 10 One on One phonecalls, right? Or to shoot
another video or two or whatevernear right, three more thank you
notes. It gives you that time,back for sure. Which is just
(24:58):
huge.
Genie Willett (25:00):
So looking ahead, how do you see AI reshaping real
estate marketing in the next,like, five years? And what
proactive steps do you thinkrealtors can take now to stay
ahead of the curve?
Katie Lance (25:14):
We're already seeing chat GBT and AI
integrated into so manyplatforms that agents know and
love, you know, RPR, I just gota little sneak peek of something
pretty awesome. I'm sure we'llbe diving about at some point.
And it's really cool to be ableto see how it's integrated. And
there's so many tools, you know,Google has its own version of
chat GPT card, I mean, it'sintegrated into many different
(25:36):
CRMs and different marketing,you know, marketing platforms
and technology platforms. Iwould say, you know, the good
news is this, once you start tolearn it, it's very easy to pick
up. You know, the key is, Ithink learning some of the
things we talked about today,like the prompts and how to ask
better questions, had to getorganized with all this content
you're creating, right? Thoseare all additional
(25:58):
conversations. But I would sayfor any agent listening, just
start, you know, just starttrying it out. And, by the way,
if you Google Chat, TBT there'slike a million different sites.
So what I'm referring to is justchat dot open ai.com Chat dot
open ai.com. That's, as of therecording of this podcast, it's
free. They also have a mobileapp, which is, as of right now
(26:20):
only available for iPhone and inthe US, but I'm sure that's
something that I'll expand atsome point. But start playing
around with it, you know, start,you know, maybe using some of
the things that we talked abouttoday, you don't have a listing?
Well, pretend like you do, youknow, imagine you having a
listing and look at some of thestuff you could create. If
you've struggled with socialmedia posts, or you struggle
with video content, start tryingout some of the things that
(26:42):
we've talked about today,doesn't mean you have to use
them, but just getting morecomfortable seeing what, what's
available. Even some of theideas with email, I think it's
an easy way to start as well.
And, you know, it's one of thethings it's, I don't think it's
going away anytime soon, I thinkwe're gonna continue to see it,
you know, through social mediathrough different platforms. So
it's, it's really in itsinfancy, so it couldn't be a
(27:04):
better time than now to to juststart just try it out.
Reggie Nicolay (27:09):
You know, just today, you mentioned Barden
jarred, my memory just todayopened up my personal Google
Docs, not in the corporate,Google Docs. But Bard is now
front and center on my blankpage asking me if I'd like help
getting started, that was alittle spooky,
Genie Willett (27:26):
How long were you sitting there with the blank
page?
Reggie Nicolay (27:29):
I thought to myself, Okay, I've got a call in
10 minutes, you know, am I gonnahave a squirrel moment and
conflict? But, you know, it'sinteresting, you know, maybe the
future you don't ever start witha blank page. Yeah, so it's
just, yeah, these times arechanging? Well, Katie, I want to
get your take on something we'vebeen working on at RPR. So we
(27:51):
just introduced this featurethat the blends ChatGPT, with
some key market indicators fromthe market trends section of
RPR, things like months ofinventory, and listings, sold
price percentage and days on themarket. And so this new chat
tool is basically creating videoscripts that are personalized to
(28:11):
the member. They're creatingsome social media texts that can
be used with the charts onsocial, and even some text to
analyze those metrics and talkabout, you know, how they
correlate with each other. Soyou know, my question to you is,
knowing the challenge, you know,that's out there in the market
and all that consumer confusion.
What's your take on a tool likethis, do you think is something
(28:33):
that can actually simplify theagent's workflow to you? How do
you see it being used?
Katie Lance (28:40):
Yeah, absolutely. I know, you gave me a little sneak
peek before we went live here onthe call is really cool to see
it live. And in action. It'sinteresting, because I, I do
think that there's a lot ofvalue in being able to use a
tool like chat GPT to talk aboutmarket data. I know for me,
personally, when I see a bunchof numbers, I'm just not really
a numbers person. So my eyestend to glaze over. Right. And
(29:03):
even if you are a numbersperson, I think sometimes with
market data, it can be hard toexplain. If you're talking to
another agent, you know, theyunderstand all the terminology,
but there's often a lot ofterminology like days on market
and median home price. And yeah,to us, it's like well, of course
we know what that means. But alot of people don't know what
what is inventory mean, and thisand that. So what's challenging
(29:25):
right now about ChatGPT is it'sit's really difficult to pull
market data directly fromChatGPT because it's not
connected to the internet as ofright now, of course, there's
there's different plugins youcan use that will assist with
that, you know, in an agentcould go to their MLS or
association now for some of thatdata. But I do think it's pretty
cool that you guys have it allin one spot. So they could just
(29:46):
log in and look at it. And thenyou know, if you get through a
few clicks of a button to beable to create something that,
you know, explains what thosenumbers mean, whether it's a
video script or an email orsocial media posts, so you know,
It's exciting to see I'm notpaid to say this, but I thought
it was really exciting to see.
And I hope more companies followsuit, honestly, like, I just
feel like, again, if you talkabout efficiency and time
(30:07):
management, and, you know, justhaving a tool that makes your
job easier, I just would imaginethat, you know, that's kind of a
win win all around.
Reggie Nicolay (30:17):
And we really hope what you said earlier
agents do, and that's, you know,make it their own. Take, take
take what's there is, maybe it'syour 80% complete, but put in a
little extra to make itcustomized even more, you know,
as there's something you say, Isthere something you always sign
off on with whatever it is?
Katie Lance (30:37):
And one tip, I would say to you for that, and
Jeannie, you actually said thisearlier, I don't even know if
you realize you said this, but Icaught it. And you were saying
like, when you say something outloud, you can really tell if
that's you or not, because it'sone thing to read it but like,
you know, especially like withthe market reports with our PR
or anything with chat TPT. Ifyou get in good, well, that
sounds good. But then if you sayit out loud and go, Wait a
(30:59):
minute, maybe I need to tweak ita little bit, you know that?
That is one way to kind of I dodouble check yourself.
Genie Willett (31:06):
I do always do that. Because everyone's small.
Someone else writes somethingthat I read here, and then I'll
read out loud, like, Oh, thatfeels really, really awkward.
ever say that like that? I don'teven know how to say that. I'm
like, This is what I would sayand then you know, but you're
right. That's a it's a reallygood the way you read and the
way you speak are verydifferent. Yeah. For sure.
Reggie Nicolay (31:29):
What's that word?
Katie Lance (31:32):
I would never say like, yeah.
Unknown (31:34):
Exactly. So you've had a lot of tips today. Do you have
something that like packagesthis up into some little
checklist that maybe we couldget out to the listeners? I do.
Katie Lance (31:45):
Thank you for asking. Yes. Well, I've been
asked a lot about this, youknow, just over the past few
weeks, a few months, of course.
And like you said, I don't thinkit's going away anytime soon. So
yeah, we have a free resource.
If anyone who listening goes tokatielance.com/chatgpt. It's
(32:10):
just a free checklist that weput together, it's a multiple
page PDF, you'll go to thatlink, put your name and email in
and then we'll send it to you.
And it's just it's got a lot ofgreat ideas and tips of how
agents can use it for socialmedia for their listings for
video ideas, lots of do's anddon'ts to prompt ideas. So
whether someone's new chat GPT,or they've been using it for a
while. That's a it's definitelya helpful resource. So yeah, and
(32:31):
invite anybody listening to tocheck it out. And then message
me, let me know, you know whatyou thought if you have
questions, how we can make itbetter. We're always open to
that.
Wonderful that sounds like sucha great resource and you as
well, a great resource. Katie,this has been such a fantastic
and insightful discussion today.
Thank you. Thank you both somuch. This is so much fun. There
is no doubt that social mediaand AI technologies like ChatGPT
(32:55):
are transforming the real estatelandscape and providing agents
with powerful tools to reachengage their prospects and
clients. Stay tuned for futureepisodes of decoding real estate
for more tips and strategies onleveraging these innovations to
streamline your workflows,enhance client interactions, and
thrive in the ever evolvingworld of real estate marketing.
(33:16):
Until next time,
Decoding Real Estate
Hello, and welcome to the codingreal estate podcast from
Realtors property resource. I'mhost Reggie Nicolay. And joining
me as always is Genie Willett.
Today we're covering topics thatare both super exciting and
relevant to today's real estateagents. unlocking the potential
(00:22):
of social media and generativeAI technology in the world of
real estate.
Genie Willett (00:29):
The digital landscape is moving so fast,
having a solid social mediapresence and leveraging AI tools
can be a real game changer foragents striving to grow their
businesses. And guess what, wehave the perfect guest with us
today to dive into all thedetails. Katie Lance and
industry leading speaker onsocial media marketing and the
(00:51):
author of get social smart.
Reggie Nicolay (00:54):
That's right, Katie's expertise in helping
real estate pros maximize theironline reach, while also
streamlining their workflows isimpressive. We're thrilled to
have her on the show. And she'sgoing to share how agents can
harness these powerful tools andstrategies for incredible
success.
Genie Willett (01:11):
Yeah, whether you're just beginning to engage
in social media, or you'realready navigating AI powered
platforms like chat GPT like apro. There's always something
new to learn when it comes tocreating meaningful connections
with clients, and gaining thatcompetitive edge every agent
craves.
Reggie Nicolay (01:29):
So get ready as we dive into the topics of
social media marketing, andgenerative AI in real estate
with Katie Lance, she will leadus on a thoughtful journey,
touching on key points likecrafting powerful online
messaging, finding the sweetspot between automation and
personal touch, as well as howAI like ChatGPT can help create
(01:52):
content that strikes a chordwith different target audiences.
Genie Willett (01:56):
And don't worry all you forward looking
listeners out there. He's gotsome predictions on how AI is
set to reshape real estatemarketing in the next half
decade, plus tips on whatproactive steps agents can take
right now to stay ahead of thecurve. So buckle up for a lively
and invaluable conversation thatcould turn your marketing
(02:17):
approach upside down.
Reggie Nicolay (02:19):
Yes, let's jump in, shall we? Welcome to our
interview with Katie Lance.
Katie, welcome to the show.
Katie Lance (02:35):
Thank you. I'm so excited to be here.
Reggie Nicolay (02:36):
Yes. You know, I feel like we should have had you
on a long time ago. You know,for the listeners, Katie and I
have known each other for a longtime. Actually, we're fairly
close neighbors here in theEast, East Bay of the Bay Area.
And I've seen Katie's journey insocial media over the years and
(02:57):
I can vouch for all theeducational knowledge she's
dropped. And I'm super excitedto talk with you today. And I
know you are too as well,Jeannie. So definitely, yeah,
let's get this interviewstarted. I mean, Katie, you've
you've taught so many in thesocial media space in real
estate industry, and you haveyour own book, get social smart,
(03:19):
you must encounter agents thatare unclear about the true value
of social for their business,can you start by offering some
insights into how they canmaximize the power of social to
improve their online presence?
Katie Lance (03:31):
Yeah, absolutely. I mean, as you know, you know,
Reggie, Genie, social media haschanged a lot. In the last, you
know, decade or so, if notlonger. And you know, what was
true 10 years ago, has changed.
But I also think there's somethings that haven't changed. You
know, real estate is still arelationship business. And the
social media will never replace,handshake, a hug, meeting
(03:51):
someone for coffee, meetingsomeone face to face or writing
a handwritten note, I just thinkwhen done right, it only makes
things better, it only enhancesthe relationship, it only
enhances being able to keep intouch with people. And I think
for a lot of agents, you know,especially agents and brokers
who've been in real estate along time, one of the many
challenges is being able to keepin touch effectively with
(04:13):
clients over the course of time.
And as much as we have the bestof intentions, and we send out
emails, and we, you know, sendlovely holiday cards and all
kinds of good stuff, you know,social media social. And so you
know, even if an agent just usesit for a way to keep in touch
with your clients or prospectsand folks within their sphere, I
(04:34):
think that's reason enough to beon the platforms and then you
know, taking it to that nextlevel of of content and putting
out helpful content. That's awhole nother conversation, which
I'm sure we'll probably touchon. But putting out that helpful
content also helps to buildthose relationships and to build
trust, which is the name of thegame.
Genie Willett (04:52):
I love that. So how pivotal Do you think a
defined social media strategy isfor a real estate agents
overall, so excess? And do youhave any, like winning
strategies that you would sharewith our listeners?
Katie Lance (05:05):
That's one of my favorite questions.
Yes, I definitely think it'simportant that an agent or
broker have a sustainablestrategy. And you know, I always
say it's like any other part oftheir business or any part of
your life, if something isimportant to you, it's going to
probably be on your calendar,you're going to have a system,
you're going to make it apriority. And I think we're, it
(05:26):
can be a challenge as a lot oftimes social media becomes this
bolt on to someone's businesswhere they bolted on when they
have time. And as we all know,real estate is a little bit like
a roller coaster, we have lotsof lots of ups and downs, and
when an agent's busy, andthey're rocking and rolling,
they're not maybe thinking somuch about what should I post to
Facebook today, you know, butthat's where having a strategy
(05:46):
comes into place. And I reallylike to break it down pretty
simply, I think an agent shouldget it on their calendar. I'm a
big believer of time blocking, Ireally recommend locking a
little bit of time, daily,weekly, and monthly. On a daily
basis. I think, you know, evenif you only have 10 or 15
minutes a day, you take a fewminutes a day to to respond your
notifications, respond to yourDMS to engage with a few people
(06:09):
on a meaningful basis. You know,don't just be a drive by liker
but take a few minutes to engageand interact with people on a
weekly basis, set aside sometime, maybe 30 minutes or an
hour once a week where you canschedule some of your content,
not everything, don't set it,forget it. But take a little bit
of time and use a tool likeMehta business suite or some
other great tools available toschedule some of your content.
(06:30):
And then once a month, set asidesome time once a month to create
some of your content. And thisis where I think it's it's super
important if you can set up alittle bit of time to get on
camera, which I know can feel alittle challenging for some
people. But if you always sayI'm gonna do my hair and makeup
and record one video, I might aswell record like four or five.
So set aside an hour or two oreven a batch of bunch. You don't
(06:50):
have to post it all at once. Butcreate a bunch of of content and
you know, and that's the type ofcontent you can post over time
and repurpose. And over time,that's the type of content
that's going to attract peopleto you, you know, versus I would
say attract versus chasingleads. So yeah, to get back to
your question, having a strategyI think is super important
doesn't have to be complicated,it's got to be something you can
(07:12):
easily do, just like brushingyour teeth every day. But you
know, having a having a system Ithink is super important.
Reggie Nicolay (07:19):
You know that it loved your answer about time
blocking to get that done too,because you're right, you get to
expect it. And it becomes thistime that you get used to doing
it, and you're trainingyourself. And it's like muscle
memory. And so I use that fordifferent tasks, and it's
helped. So.
Genie Willett (07:35):
I know, I was gonna say, we talked to Chelsea,
alright, in our last podcast,and she talked about how you
batch do your reels, and I juststarted doing meals, and I'm
totally on board with batchdoing, um, I agree. I'm like my
hair and makeup stuff, I justswitch my shirt and I can get a
whole bunch done at once like,you know, and it's nice, you
feel like you can get you know,you can kind of get a rhythm to
(07:56):
it. And then it doesn't feel sooverwhelming to try to piece it
apart too. But I think that'swhere you're right, everyone has
to kind of come up with astrategy that works for them
what makes most sense in theirday in their business, and then
just kind of set aside thattime.
Katie Lance (08:10):
Yeah, super important. You have to
prioritize it. And especially,and there's, with content, too,
not to go off on too much of arabbit hole. But I think if you
might even break it down to atime that you're just creating
content. And then if you do anyediting, which you don't have to
do if you want to do videoediting, then maybe you do you
know, an hour of creating and anhour of video editing, you know,
or a little bit of time whereyou're gonna sit down and write
(08:31):
your captions because sometimesit's different parts of your
brain right? of creating abunch of stuff you don't want to
stop and go wait want to editthis or find a song, you know,
you just want to crank out abunch of content. So yeah, just
getting on your calendar andtreating it as an appointment.
Just like anything else. That'simportant.
Reggie Nicolay (08:47):
For me that there's like getting in and
being creative, but don't wantto have to do like headlines,
that's a whole nother space orlike something like a subject
line.
Genie Willett (08:55):
Writing a script and like acting in one or two
very different.
Oh.
Reggie Nicolay (09:01):
Okay, Katie, I want to switch the gears just a
little bit on you. Somethingthat I've been seeing you talk
more about is generative AI, andspecifically Chad GBT, you
really become I think a strongadvocate for the tool and what
it can offer agents. Can youelaborate a little bit on your
view of how realtors can refineor automate their own messaging
(09:24):
to reach a wider audience?
Katie Lance (09:25):
Yeah, absolutely.
Well, I have to admit when Chadshould be at first, it was
announced I think it was back inlike November of 2022. My first
reaction was oh, no, one morething right and I think that is
a lot of people's reaction andI'm in the world of just like
you guys are we're in the worldof marketing and you know, real
estate and you know, wetechnology and there's always
something always something newbut this at the risk of sounding
(09:47):
corny I was at once I tried itthe first time I was like, holy
cow. This could be really cool.
And so yeah, it's been reallyfun. We've been doing a lot of
training and coaching. Well, youknow, one of the things that I'm
a big believer in, it's I don'tthink an agent needs to know
everything about everything.
Like, if I'm teaching Facebook,you don't need to know every
single button that's onFacebook. If you're winning
(10:09):
ChatGPT, it's the same thing. Ithink you need to know like, the
most important things that areactually going to help you do
your business better. So I'vebeen really focusing on teaching
how to use ChatGPT to notnecessarily replace, you know,
like a marketing person or canreplace an assistant or even
replace you. But how can youjust help do your job a little
bit better, a little bit faster,a little bit more efficient. And
(10:30):
I find for a lot of agents, theyoftentimes struggle with the
copywriting part of their job,right writing listings, taking
the listing attorney into aflyer or turning a flyer or
getting into an email, takingemail, making that something
that works for Instagram andFacebook. And so that's where I
think it can be really helpful,you can go into ChatGPT, as you
know, and, you know, ask it forsomething, hey, can you write me
(10:53):
a property description for 123Main Street, but the key is, is
in how you ask, right and givingit it's only as good as the
information that you give it. Somaking sure you're detailed with
what you're asking. And that andthe more you use it to, you'll
understand to how important itis to kind of add your tone and
your personality? Do you want itto be more conversational? Or
are you someone who's reallyfunny and quirky, right? And a
(11:15):
lot of this kind of comes intowho you are, like, what's your
personality like, and workingthrough that with, with what
you're asking ChatGPT. So it's,it's been really interesting, I
think, from a listingperspective, but also just from
a content perspective, if anagent or broker is stuck with
content ideas, or, you know,video topics, maybe they're
newer to real estate, and maybethey've been doing this a long
(11:37):
time, it's a great place tostart. You know, it doesn't,
like I said, doesn't replaceanybody, but I think it really
is a great place to start. Andthen you can add in your two
cents, your expertise, yourtone, your personality. And of
course, just like anything, Iwould say, we want to take
precautions, we want to makesure that we are, you know,
adhering the fair housing thatwe're not, you know, violating
anything with code of ethics.
(11:59):
And so, you know, just likeanything, there's a lot of
there's ResponsibilityResponsibility when you use any
technology, but same thing withthat, which ChatGPT. So there's
a lot we could talk about thatthat feel like that just
scratches the surface, though.
Genie Willett (12:10):
I feel like in two sentences, though, you very
concisely, just went overeverything that Reggie and I
just talked about, of, you know,fears of AI fears of being
replaced, and then, you know,the ethics behind it, and making
sure you're using it properlyand being careful of how you use
it. And I think that's kind ofthe concern that a lot of people
(12:31):
have, you know, yeah, but Imean, obviously, AI is
transforming all industries.
It's the technology is here,it's in its infancy, but I mean,
real estate is no exception.
It's here for real estate now.
So can you talk about and youkind of touched on this briefly,
but like some ways that AI canhelp streamline a realtors
workflow and maybe even enhancetheir client interactions?
Katie Lance (12:55):
Yeah, absolutely. I think it can, it can help
streamline in a lot of differentways. We're seeing this a lot,
actually email. So there's acouple different ways that you
could use it for email, youknow, first of all, if you
haven't done any kind of emailmarketing, maybe you're or maybe
you haven't, you felt like I'mnot really good at it, or it's
not going the way you want it togo. Or maybe you sign up for
some services that are, youknow, you're at a point where,
(13:15):
like, I gotta fix my emailmarketing, we all know how
important it is to have adatabase. I think that's super
important. So you can go intoChatGPT, you can you can start,
start at the beginning and say,Hey, I am a real estate agent in
Dallas, Texas, and I have aemail database of 200 people
have past clients and prospects.
You know, write me a list ofideas for email marketing, or
(13:38):
you know, come up with a fewideas for an email campaign,
they can be as basic as that.
And we can start from there. Youcan also take something you've
already read. And I love to dothis a lot. I'll say, Okay, I'm
going to give you an email, I'mgoing to copy and paste in here,
an email that we're sending outto our database. This is the
audience, I would like for youto rewrite this make this more
(13:59):
compelling, make it moreconcise, add some bullet points,
add a compelling call to action.
And so then you can copy andpaste something and go and then
have it re rewritten. This isgreat too. For listings, if you
are going to want to rewrite alisting on the MLS, or now
you're a new agent taking onlisting and you want to kind of
reroute it. It's great forrewrites. But it's also nice, I
feel like for one to onecommunication, sometimes we get
(14:21):
in situations that are justdelicate, you know, and we want
to come across as knowledgeable,confident. We don't want to
sound like a jerk if we want to.
But we we it's really importantthat we come across properly. So
this is another opportunitywhere we could say look, I'm
going to give you a situation.
This is a situation I'm dealingwith, in my email, give me a few
(14:43):
ideas for responses, right orhere's my response. Can you
review this and make it morecompelling, or make it a little
bit more assertive, or whateverthe the tone is? So I think
there's a few different areaswhere it can really help with
communication. I think again,you want to be
Careful with confidentiality,you know, I would be careful
just blindly copying and pastingemails, maybe remove names or
(15:06):
pertinent details to that.
client confidentiality. But itcan certainly help in a lot of
ways. And in fact, I was gonnamention there's actually a word
of down. So don't forget thename of it, there's a really
good Chrome extension that I'vebeen using also called
ChatGPTwriter, ChatGPTwriter,which is free if you use Chrome,
and that specifically can helpyou with rewriting emails, like
(15:28):
one to one. So that's a fun oneto check out.
Reggie Nicolay (15:32):
I'll be sounding 15% smarter on every email.
Katie Lance (15:36):
There we go. That's what it's all about.
Reggie Nicolay (15:39):
Right?
Katie Lance (15:39):
For sounds smarter,
Reggie Nicolay (15:41):
and more organized. No, I love that. And
I mean, I you started to touchon this a little bit. So I just
want to dig in so and I thinkwhat where you're going with you
know, your prompts, essentially,let's talk about that for like
your target audiences. How canyou use that to create content
that ret resonates withaudiences? You're focusing on?
Like, maybe first time?
Homebuyers or propertyinvestors?
Katie Lance (16:06):
Yeah, so I think even before unit ChatGPT, what's
interesting, I've been having alot of conversations with agents
about this. And if you've neverreally thought about, like, Who
do you want to work with? Whoare your people? It's a, it's an
important conversation to thinkabout. Because as you start to
go down the road with ChatGPT tothinking about content ideas, if
you don't start to really thinkabout who you want to work with,
(16:28):
and who is who are your peoplewho are your ideal audience. The
content that ChatGPT producesfor you might feel a little
generic, and you're gonna kindof sound like anybody else in
town. So I actually recommenddoing a little bit of, you know,
back work or side work, itshouldn't take a whole lot of
time, but you know, take out anotepad or pen or however you
you know, brainstorm and thinkabout, especially if you've been
(16:51):
in real estate a long time,think about the people that you
work with that just light youup, you know, you like they call
you and you just can't wait totalk to them. And what is it
about them? Alternatively, thepeople that you've worked with
that you're like, Oh, this isjust, you know, giving me gray
hairs or whatever it might be.
And it you know, it doesn't meanthat, you know, we can't work
with different types of people.
(17:12):
But I think it's an importantstep to think about, who do you
want to work with? Who are yourideal people, for some people,
like you, you mentioned, firsttime homebuyers, some people
love working with first timehomebuyers. And some agents, if
they're totally honest, somereally don't, it stresses them
out. It's, that's okay. Theydon't just say that publicly.
But knowing that and thinkingabout kind of who your who your
(17:34):
audience is, I think is going tohelp a lot. And so when it comes
time to going to ChatGPT tosaying, hey, come up with a list
of and video ideas that I couldcreate for Instagram, or Tiktok.
Now, we can add in a layer ofcreate 10 videos for first time
homebuyers. You know, in a sortof friendly, conversational
(17:56):
tone, make it fun and quirky,something that could add music
to, you know, my maindemographic are folks between
the ages of let's think of anumber of 30 to 40 years old,
whatever it might be. And nowyou're kind of putting in a
little bit of context, right?
Which I think is key toeverything, like, there's no
shortage of content that's outthere. The difference is in the
context, right. So kind of,again, thinking a little bit
(18:20):
about who you want to work withwhat your audience is, and then
putting in some of that contextthose parameters into into
ChatGPT. And then just likeanything else, especially if
you're doing this for socialmedia content, or video content,
even scripts, probably soundlike a broken record, but it's
so important that you read it,and that you just just tweak it
ever so slightly to make it makeit your own. Because I can
(18:43):
already tell on about you guyscan tell us already. I'm already
reading stuff on social media.
And I'm thinking, well, that'snot so and so. Or you could just
tell like, that's not them. Soas much as it's great, and does
a lot of the heavy lifting,it'll get you like, 80% there,
you just got to do that other20% Right. So super important.
(19:04):
100%, even the tools that Iplayed with, I feel like I'll go
in there. And then I read avideo script. And I'm like,
Yeah, I would never say it likethis. I'm not on a blank page
anymore, right. So I'm like, oh,I'll just tweak it to how I
speak. And now it sounds likeme, but I didn't. I didn't sit
here for an hour racking mybrain of how to just begin.
(19:25):
Yeah, but I love i Absolutely.
Like it's like a blueprint. It'slike, okay, just get me started.
Genie Willett (19:30):
Yeah.
Katie Lance (19:31):
And then I can take it from there. Yeah.
Genie Willett (19:33):
So I know in your training classes, you placed a
lot of emphasis on the power ofthe right words and phrases.
Could you tell our listenerssome practical advice or
examples to strike the rightchord with their messaging?
Katie Lance (19:46):
Yeah, definitely.
So I think using the rightprompts, right is important and
if you start going down thisroad of Googling, chat GPT and
training, everyone's talkingabout prompts, which I feel like
prompts are just kind of anotherword for add directives, right
where women are in elementaryschool and we learned like, you
have to have some descriptivelanguage. And I think that's,
that's important. So part ofthis goes back to, again, who
(20:08):
you are who you know, what'syour tone, I always tell agents
like, you can't be all things toall people. Nobody wants to work
with a generalist, right? If Ineeded a brain surgeon, heaven
forbid, I would want to find thebest brain surgeon in town, I'm
not going to find like the, youknow, the gal that could like do
it all.
Genie Willett (20:25):
All Trades.
Katie Lance (20:27):
Exactly. So, in fact, I was doing some coaching
this morning, and one of themone of the agents said, you
know, I've really never thoughtabout that, like, how do I find
my tone. And one of the thingsthat you said to her, I said,
you know, you might start,there's a little bit of a Google
rabbit hole, but you might startto Google, like, personality
types, because there's alldifferent types of personality
types, if you've never done anyresearch on that, already
fascinating. And as you readsome of that, there's gonna be
(20:49):
certain types that you're like,oh, my gosh, that's me, or so
that's definitely not me. Andthen you might read me reach out
to a couple of trusted friendsand colleagues, and ask their
opinion, you know, because onceyou have an idea of your tone,
your personality, your politicalbrand, so to speak, that's
really going to help youdetermine what word you should
(21:09):
put in. So for some people, it'sluxurious. For some people, it's
conversational. For some people,it's funny, or upbeat, or quiet,
or kind, I think if you canstart to brainstorm a list of
you don't need dozens, but maybefive to seven words that
consistently sort of sum up whoyou are, you know, when you when
you come across in that in aprofessional way, that's going
(21:30):
to help tremendously. So nowinstead of just saying write a
property description, you couldsay write a property
description, but do so in akind, confident and upbeat
voice. Right? So you're stillasking for what you want. And
you're, you're also tellingChatGPT, like what's the goal?
What's the who's the audience,and then you're adding in your
(21:50):
personality, your tone? So it'skind of those three steps of
what are you asking for? Who's,who's this for? Right? What's
the goal? And then thepersonality piece of it?
Reggie Nicolay (22:00):
It's so powerful. I don't know why
everyone's not trying, likeright now, but they definitely
aren't. But you can see wherethere's also probably some
balance, you need to find, youknow, with all the automation,
how do you strike a personaltouch? Sure. So do you have
thoughts on that? I mean, howdoes a REALTOR® not lose their
(22:21):
authentic connection whenthey're, you know, engaging with
with the prospects when theyhave tools like ChatGPT?
Katie Lance (22:29):
Yeah, I think it's important. And I think that's
one of the reasons why we'veseen a fair amount of agents go,
No, I'm not going to do it, orjust, there's the hesitancy, and
I think part of it, I almostrelate it to every stage of
technology. I mean, I rememberwhen, you know, we went from,
like, the big MLS book to howthings are now and everyone got
websites, and then people wereblogging, and we had email, and
(22:52):
then Facebook and like, like,it's every sort of step along
the way, there's, there's alittle bit of that fear of like,
oh, my gosh, we're gonna getreplaced, who's gonna need us,
right? Or I don't need this.
Because you know, I'm a human,I'm going to show up. And I
think both can be true. I thinkyou can be proficient in
technology, I don't think youhave to use every single Belen
widget, but I think you have to,you can be proficient enough. So
(23:14):
your clients know that you'regoing to take care of them from
a technology perspective. Butyou can also show up and be a
human and be the best human.
There is. And I again, as I saidbefore, I don't think there's
anything that replaces taking 10minutes a day to make sure you
respond to your DMS in apersonal way, there's nothing
(23:35):
that's going to replace youshowing up on an Instagram story
a few times a week, are youshowing up on video, right? Even
though you might use chat uphere to write a script or to
help you with maybe the caption?
Like, you can't, really, as ofright now, you can't call him
yourself? You know, you'reyou're you right? And there's
that personal aspect, there's,there's the US saying, Oh, my
gosh, it's Reggie's birthday,like, I'm gonna text him right
(23:57):
now. Or I'm gonna send them avideo or just those little teeny
personal things, right? You seeit someone's birthday, you pick
up the phone, or you send thema, you know, a card in the mail
or whatever it might be. And Ithink it's balancing the
technology and using it as a wayagain, to work smarter, not
harder. But just knowing it'snot like an either or, you know,
Genie Willett (24:20):
And maybe it really gives you time back in
your day to have more of theauthentic personal touch. Yeah,
that you might not have had timebefore when you were staring at
that blank page for an hour andcome up with anything to write,
you know.
Katie Lance (24:34):
you actually make a really good point because I have
felt like that I'm in thebusiness of marketing and I've
been using it you know, formarketing, but yeah, it gives
you extra time. You know,imagine if you had an extra hour
to make 10 One on One phonecalls, right? Or to shoot
another video or two or whatevernear right, three more thank you
notes. It gives you that time,back for sure. Which is just
(24:58):
huge.
Genie Willett (25:00):
So looking ahead, how do you see AI reshaping real
estate marketing in the next,like, five years? And what
proactive steps do you thinkrealtors can take now to stay
ahead of the curve?
Katie Lance (25:14):
We're already seeing chat GBT and AI
integrated into so manyplatforms that agents know and
love, you know, RPR, I just gota little sneak peek of something
pretty awesome. I'm sure we'llbe diving about at some point.
And it's really cool to be ableto see how it's integrated. And
there's so many tools, you know,Google has its own version of
chat GPT card, I mean, it'sintegrated into many different
(25:36):
CRMs and different marketing,you know, marketing platforms
and technology platforms. Iwould say, you know, the good
news is this, once you start tolearn it, it's very easy to pick
up. You know, the key is, Ithink learning some of the
things we talked about today,like the prompts and how to ask
better questions, had to getorganized with all this content
you're creating, right? Thoseare all additional
(25:58):
conversations. But I would sayfor any agent listening, just
start, you know, just starttrying it out. And, by the way,
if you Google Chat, TBT there'slike a million different sites.
So what I'm referring to is justchat dot open ai.com Chat dot
open ai.com. That's, as of therecording of this podcast, it's
free. They also have a mobileapp, which is, as of right now
(26:20):
only available for iPhone and inthe US, but I'm sure that's
something that I'll expand atsome point. But start playing
around with it, you know, start,you know, maybe using some of
the things that we talked abouttoday, you don't have a listing?
Well, pretend like you do, youknow, imagine you having a
listing and look at some of thestuff you could create. If
you've struggled with socialmedia posts, or you struggle
with video content, start tryingout some of the things that
(26:42):
we've talked about today,doesn't mean you have to use
them, but just getting morecomfortable seeing what, what's
available. Even some of theideas with email, I think it's
an easy way to start as well.
And, you know, it's one of thethings it's, I don't think it's
going away anytime soon, I thinkwe're gonna continue to see it,
you know, through social mediathrough different platforms. So
it's, it's really in itsinfancy, so it couldn't be a
(27:04):
better time than now to to juststart just try it out.
Reggie Nicolay (27:09):
You know, just today, you mentioned Barden
jarred, my memory just todayopened up my personal Google
Docs, not in the corporate,Google Docs. But Bard is now
front and center on my blankpage asking me if I'd like help
getting started, that was alittle spooky,
Genie Willett (27:26):
How long were you sitting there with the blank
page?
Reggie Nicolay (27:29):
I thought to myself, Okay, I've got a call in
10 minutes, you know, am I gonnahave a squirrel moment and
conflict? But, you know, it'sinteresting, you know, maybe the
future you don't ever start witha blank page. Yeah, so it's
just, yeah, these times arechanging? Well, Katie, I want to
get your take on something we'vebeen working on at RPR. So we
(27:51):
just introduced this featurethat the blends ChatGPT, with
some key market indicators fromthe market trends section of
RPR, things like months ofinventory, and listings, sold
price percentage and days on themarket. And so this new chat
tool is basically creating videoscripts that are personalized to
(28:11):
the member. They're creatingsome social media texts that can
be used with the charts onsocial, and even some text to
analyze those metrics and talkabout, you know, how they
correlate with each other. Soyou know, my question to you is,
knowing the challenge, you know,that's out there in the market
and all that consumer confusion.
What's your take on a tool likethis, do you think is something
(28:33):
that can actually simplify theagent's workflow to you? How do
you see it being used?
Katie Lance (28:40):
Yeah, absolutely. I know, you gave me a little sneak
peek before we went live here onthe call is really cool to see
it live. And in action. It'sinteresting, because I, I do
think that there's a lot ofvalue in being able to use a
tool like chat GPT to talk aboutmarket data. I know for me,
personally, when I see a bunchof numbers, I'm just not really
a numbers person. So my eyestend to glaze over. Right. And
(29:03):
even if you are a numbersperson, I think sometimes with
market data, it can be hard toexplain. If you're talking to
another agent, you know, theyunderstand all the terminology,
but there's often a lot ofterminology like days on market
and median home price. And yeah,to us, it's like well, of course
we know what that means. But alot of people don't know what
what is inventory mean, and thisand that. So what's challenging
(29:25):
right now about ChatGPT is it'sit's really difficult to pull
market data directly fromChatGPT because it's not
connected to the internet as ofright now, of course, there's
there's different plugins youcan use that will assist with
that, you know, in an agentcould go to their MLS or
association now for some of thatdata. But I do think it's pretty
cool that you guys have it allin one spot. So they could just
(29:46):
log in and look at it. And thenyou know, if you get through a
few clicks of a button to beable to create something that,
you know, explains what thosenumbers mean, whether it's a
video script or an email orsocial media posts, so you know,
It's exciting to see I'm notpaid to say this, but I thought
it was really exciting to see.
And I hope more companies followsuit, honestly, like, I just
feel like, again, if you talkabout efficiency and time
(30:07):
management, and, you know, justhaving a tool that makes your
job easier, I just would imaginethat, you know, that's kind of a
win win all around.
Reggie Nicolay (30:17):
And we really hope what you said earlier
agents do, and that's, you know,make it their own. Take, take
take what's there is, maybe it'syour 80% complete, but put in a
little extra to make itcustomized even more, you know,
as there's something you say, Isthere something you always sign
off on with whatever it is?
Katie Lance (30:37):
And one tip, I would say to you for that, and
Jeannie, you actually said thisearlier, I don't even know if
you realize you said this, but Icaught it. And you were saying
like, when you say something outloud, you can really tell if
that's you or not, because it'sone thing to read it but like,
you know, especially like withthe market reports with our PR
or anything with chat TPT. Ifyou get in good, well, that
sounds good. But then if you sayit out loud and go, Wait a
(30:59):
minute, maybe I need to tweak ita little bit, you know that?
That is one way to kind of I dodouble check yourself.
Genie Willett (31:06):
I do always do that. Because everyone's small.
Someone else writes somethingthat I read here, and then I'll
read out loud, like, Oh, thatfeels really, really awkward.
ever say that like that? I don'teven know how to say that. I'm
like, This is what I would sayand then you know, but you're
right. That's a it's a reallygood the way you read and the
way you speak are verydifferent. Yeah. For sure.
Reggie Nicolay (31:29):
What's that word?
Katie Lance (31:32):
I would never say like, yeah.
Unknown (31:34):
Exactly. So you've had a lot of tips today. Do you have
something that like packagesthis up into some little
checklist that maybe we couldget out to the listeners? I do.
Katie Lance (31:45):
Thank you for asking. Yes. Well, I've been
asked a lot about this, youknow, just over the past few
weeks, a few months, of course.
And like you said, I don't thinkit's going away anytime soon. So
yeah, we have a free resource.
If anyone who listening goes tokatielance.com/chatgpt. It's
(32:10):
just a free checklist that weput together, it's a multiple
page PDF, you'll go to thatlink, put your name and email in
and then we'll send it to you.
And it's just it's got a lot ofgreat ideas and tips of how
agents can use it for socialmedia for their listings for
video ideas, lots of do's anddon'ts to prompt ideas. So
whether someone's new chat GPT,or they've been using it for a
while. That's a it's definitelya helpful resource. So yeah, and
(32:31):
invite anybody listening to tocheck it out. And then message
me, let me know, you know whatyou thought if you have
questions, how we can make itbetter. We're always open to
that.
Wonderful that sounds like sucha great resource and you as
well, a great resource. Katie,this has been such a fantastic
and insightful discussion today.
Thank you. Thank you both somuch. This is so much fun. There
is no doubt that social mediaand AI technologies like ChatGPT
(32:55):
are transforming the real estatelandscape and providing agents
with powerful tools to reachengage their prospects and
clients. Stay tuned for futureepisodes of decoding real estate
for more tips and strategies onleveraging these innovations to
streamline your workflows,enhance client interactions, and
thrive in the ever evolvingworld of real estate marketing.
(33:16):
Until next time,
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