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That is the final of a three-part series working this week in Inman.
On the subject of sensible recommendation about generate income with the newest actual property instruments and methods, Jeff Lobb, the founder and CEO of Sparktank Media, is at all times an unimaginable useful resource. In the present day Lobb weighs in with concrete recommendation about put ChatGPT to work to be extra worthwhile in what you are promoting.
Lobb agrees with Kendall Bonner’s statement about ChatGPT and AI basically: “Enter determines output.” Keep away from asking normal questions, for the reason that extra particular your prompts are, the higher the AI’s output will likely be.
How do you create particular enter for ChatGPT that provides you with the very best responses? Lobb cited the next examples while you’re writing an e mail.
- Start by telling ChatGPT the way you need it to behave: “Emma is an actual property skilled.” This tells ChatGPT to put in writing one thing within the third occasion relatively than in your voice and to make the tone skilled.
- Write 5 topic traces that make the e-mail recipient extra prone to open my e mail.
- Put collectively an e mail for every month of the yr.
- Ship them to my previous shoppers who already like and belief me.
- In the event you needed to alter the tone, you might swap from being “skilled” to being “humorous.”
Right here’s one other instance:
- Act as an actual property skilled who’s producing leads from Zillow.
- Create e mail responses to Zillow leads which might be searching for a house that can convert them into an appointment.
This immediate tells the AI to write the email from the attitude of an actual property agent chatting with a possible lead.
While you assessment the responses, Lobb says there perhaps eight or 9 will likely be superior, however it is best to at all times tweak it to make it your individual language. By no means copy and paste what the AI tells you. It’s essential to at all times edit it for accuracy.
When it comes to assessing how efficient your e mail communications are, at all times observe the extent of engagement with every e mail. If the engagement stage was low, change the phrases and ask the chatbot for 5 to 10 extra responses. There’s no have to waste hours of time making an attempt to determine one thing out — merely ask. As Lobb explains:
Give me the concepts, give me the inspiration, after which I can tweak it and take a look at it. That’s how I have a look at it.
Textual content messaging
I took Lobb’s suggestion about asking ChatGPT (and I additionally requested Jasper which missed the mark solely) a couple of submit for Valentine’s Day. Right here’s the immediate I used:
Write a textual content for Valentine’s Day for my previous actual property shoppers that know and like me. Give me 10 responses to this sentence: “Love is within the air and actual property is …”
ChatGPT got here again with nice content material for each an e mail and a textual content message.
When it comes to the “10 responses” for a textual content message, ChatGPT got here up with not solely responses for the textual content message I requested, however further content material that may very well be used for an awesome print or digital advertising marketing campaign:
Making a group report or e-book
Lobb advised utilizing ChatGPT to create a group or space report. NARRPR’s (Realtor Property Useful resource) already permits you to create great real estate content about your native market and it’s free. Alongside along with your CMA, this makes an awesome advertising piece and lead converter.
Now think about combining it with content material from ChatGPT. In my January article on utilizing ChatGPT to create content material particular to your market space, I advised creating Prime 10 lists utilizing the questions most searched on Google to your native space, asking in regards to the professionals and cons about dwelling in your space, what are the preferred native leisure actions, and what are essentially the most haunted locations in your space.
Lobb’s concepts included asking all of the enjoyable issues to do in my city, all of the inventive issues you are able to do on weekends, and what are the very best eating places together with the critiques.
Making a Name to Motion (CTA) that converts leads
Creating efficient CTAs is one thing only a few brokers do effectively. In actual fact, an enormous proportion of brokers don’t even hassle. Others don’t know about what works and what doesn’t work as a result of they don’t observe how effectively numerous marketing items carry out.
Lobb explains that the power of your CTA is what determines whether or not somebody will present their contact knowledge. Whereas providing a free CMA to search out out your private home’s worth definitely works, Lobb advises that actual property professionals should begin pondering extra like shoppers.
If you’d like listings, and also you need to seize them earlier than they get able to interview realtors, what are the highest three issues they (the patron) are desirous about, what are they doing, and what are they looking out?
You possibly can then ask ChatGPT to “Act as an actual property agent and provides me recommendation in regards to the prime three issues we have to do to organize our house on the market.”
Lobb’s prompts to ChatGPT included, “How do I get my home prepared on the market?” “What are some upgrades I have to do?” “What’s the worth of my house?”
Lobb advised telling ChatGPT to create its response in an e-book format. Earlier than you get nervous about creating an e-book, Lobb had this to say:
I do know the time period e-book will get individuals intimidated. An e-book is only a PDF doc and could be any size you need to make it. You will want a touchdown web page in your website the place you may get the consumer’s identify and knowledge, with or with no QR code. It then delivers what someone desires instantly as a result of individuals need immediacy.
Right here’s how ChatGPT responded to the prompts Lobb offered:
What’s shocked me, nonetheless, was that by asking for this in an e-book format as Lobb advised, ChatGPT gave me the next response:
ChatGPT not solely explains create the e-book but in addition supplies you with concepts for advertising in addition to creating further prompts to develop the content material to your e-book. For instance:
- Create an in depth checklist of 10 steps to take to declutter my house and put together it on the market.
- What 10 steps do I have to take to depersonalize my house to organize it on the market?
- What are 5 house repairs sellers ought to at all times make to organize their house on the market?
- What are the professionals and cons of changing the carpet in my home earlier than I put up for sale?
- What are the professionals and cons updating the home equipment earlier than placing my home available on the market?
- What are the highest 15 issues I can do to stage my house on the market?
- How can I inform if I ought to rent knowledgeable stager to stage my house on the market or do-it-myself? Give me the professionals and cons for every choice.
In the event you’re utilizing ChatGpt’s Dall-E (ChatGPT’s picture generator), you may ask it to create footage of before and after staging.
To make your e-book prettier, use Canva. Canva is a well-liked utility for creating charts and templates for each what you are promoting and private use. Canva Professional permits you inform it what you’re searching for and it’ll discover usable images and graphics to your e-book or some other objective for which you’ll utilizing it.
Capitalize on the patron’s concern of lacking out (FOMO)
In keeping with Lobb, shoppers are at all times motivated by FOMO, particularly in relation to get essentially the most cash for his or her properties. Consequently, they’re extremely prone to click on on a hyperlink that claims, “10 Methods to Get the Most Cash for Your House.” The query is how do you rapidly establish different key phrases and phrases which can generate essentially the most visitors on Google? Lobb recommends a website known as AnswerThePublic.com.
To make use of AnswerThePublic.com, sort in some key phrases reminiscent of “actual property advertising” or “declining house values.” The location generates numerous key phrase phrases and ranks them as “extremely searched,” “common searched, and “lowest searched.”
Lobb recommends utilizing the extremely searched phrases from AnswerThePublic.com in your prompts to ChatGPT or some other AI you could utilizing. Keep in mind, the extra particular your inquiry is, the higher ChatGPT’s response it is going to be.
Lobb and I each agree that while you submit on the social media, the easiest way to construct what you are promoting isn’t through the use of canned, automated responses however by making your communications private.
However, you should use ChatGPT for concepts in regards to the sorts of video content material to shoot to your advertising. Examples embrace “Give me 31 concepts for making a video every day in March to make use of market to individuals who don’t know me or like me, and convert them into leads.” or “What are 5 enjoyable concepts for movies I could make about Halloween in my city that I can use for print and digital advertising?”
A fair higher manner to make use of ChatGPT for the social media is to generate content material about your shopper’s particular pursuits reminiscent of fund elevating for a selected trigger, collectibles, journey, or sports activities. Your objective is to share content material based mostly upon what issues most to them.
The most important video websites reminiscent of Instagram, Tik Tok, and YouTube have sturdy instruments for working with video. Lobb really helpful two different AI websites: Synthesia.io and Vidyo.ai.
- Synthesia lets you take written content material and create a video utilizing one in every of its human avatars. Every avatar has its personal distinctive voice, accent, and elegance. If you need, you may even clone your individual voice.
Use Synthesia to supply market reviews, promote your upcoming open home, or learn a testimonial in the identical manner you’d use an actor employed to do these jobs. Because the avatar and the lip synch don’t at all times match, at all times edit the movies Synthesia creates to ensure they meet your requirements for what you need to share along with your shoppers.
- Vidyo.ai lets you take lengthy kind movies and to rapidly make quick movies for Instagram, YouTube Reels, and TikTok. It additionally supplies closed captioning, video resizing, and social media templates.
Put all of it collectively in HighNote
Whilst you can’t be obtainable 24-7, you may arrange an auto-reply in your touchdown pages or from QR codes in your indicators, print advertising, and different digital advertising. Lobb recommends utilizing a HighNote.io which was based by veteran actual property professionals. In keeping with HighNote’s LinkedIn profile:
HighNote is a platform constructed to assist brokers acquire and ship all of your sources within the on trackable hyperlink.
To place this strategy on steroids, embrace your CMA knowledge, RPR’s Actual Property Stories, plus any movies, images, staging options, or different helpful info to the one who is making the inquiry. It is a highly effective method to ace out some other agent the client or vendor could also be contacting and get the face-to-face appointment.
To wrap up this three-part sequence, Lobb suggested keep away from getting caught up in all of the shiny objects with their bells and whistles. As a substitute, keep targeted on promoting actual property, use these instruments to attain higher outcomes, and at all times edit all AI responses for accuracy.