Learn to Speak AI for Real Estate Agents

Jeremy Curtin

Alright, so let's kick this off where most of us get tripped up: actually talking to AI. And I mean, for years I’d just stare at that empty box in ChatGPT, type in something like "write me a market update," and... it’d spit out the most boring, robot-sounding post ever. And then I’d post it anyway, like maybe no one would notice. Spoiler, they noticed.

Glenn Rogers

Right? I’ve been guilty of that too. It’s like, agents think AI is magic, but it’s really, uh, more like math—you get out what you put in. So if you’re vague, you get vagueness right back. But, if you give it structure—like laying out the role it should take, the goal, the context, the tone, and, uh, the format you want—suddenly it makes sense. It’s like giving directions to a new assistant on their first day instead of just yelling, "Go do something."

Jeremy Curtin

Honestly, that’s where things changed for me. We had an agent—won’t call you out by name, but you know who you are—she posted this super generic AI piece, and tumbleweeds. Nothing. We went back, had her rewrite it with the five building blocks—so, specific role like “local market advisor,” goal as “educate first-time buyers,” added the local context, made it casual, and told ChatGPT to format it as a quick list. Total shift. Suddenly, people were commenting, asking questions, and even DM-ing her.

Glenn Rogers

Yeah, it’s wild. Like, the moment you give the AI more detail about who you want to be in the post, or who your audience is, your results just level up. And if you’re listening to this thinking, "Well, I’m not technical"—good. You don’t need to be. You just need clarity.

Jeremy Curtin

And that’s the real trick—clarity isn’t just for the AI, it’s for you, too. I mean, the more clear you are, the better your content and your business conversations. It’s all connected.

Glenn Rogers

Alright, so shifting gears a little, let’s get into actually creating real content. Because, like, just pushing out "Market’s still strong!" every week isn’t what people are coming to you for, right? Anyone with a phone can Google that. What stands out is your interpretation, the way you break it down for your own buyers and sellers.

Jeremy Curtin

Yeah, and interpretation is where the value is. We always say—the internet doesn’t need another generic stat dump. Your clients need someone who explains, "Here’s what this means for YOU." So, we challenge everyone: write three posts for buyers, three for sellers, but focus on layering in your local flavor. Like, instead of just saying "Interest rates are changing," maybe go with, "You know, in Vestal this spring, we’re seeing sellers get creative with concessions. Here’s how I’m advising my clients."

Glenn Rogers

Exactly! And don’t stress about making it perfect, honestly. I remember the first time I put out an AI-generated post I’d customized for a local couple. I just, I added a story about walking through Southside homes, what we noticed together... Later that week, the husband reached out—had a friend looking to move, wanted my help. Like, just because it sounded like me and referenced something real, not some generic template from the web.

Jeremy Curtin

Right, and those “real moments” in your content will win every time. If all you’re doing is copying and pasting random stuff, you’re invisible. But when you add a bit of local color, or a snippet of client conversation—it’s relatable. And honestly, you get better just by practicing. So yes, three and three. Buyer and seller. Use AI for structure, but put your own sauce on it. The more you do it, the more it just becomes your thing.

Glenn Rogers

So you’ve got your posts out there—awesome. But here’s where a lot of people... and I’m definitely guilty of this too... totally drop the ball. We get a couple likes, maybe a friendly comment, and then that’s it. We just, I dunno, forget to follow up or turn it into anything beyond "Thanks for the thumbs up."

Jeremy Curtin

Classic mistake. Content without capture is wasted effort—we say that every week for a reason. This is why Command is your best friend. All those likes and comments? Those are potential leads just blinking at you. Tag ‘em in Command, drop them into the right SmartPlan, and start an actual conversation. Don’t let that engagement just fizzle.

Glenn Rogers

Yeah, and you don’t have to be all salesy. Our go-to prompt is, like, "Write a friendly, two-sentence message I can send to someone who liked my market update." And seriously, it spits out the perfect "Hey, thanks for engaging! Anything I can help with?" type message—personal enough that it doesn’t feel forced. And we actually had an agent, Kayla, who did this with a post. She just followed the workflow: got three likes, tagged one in Command, used our follow-up SmartPlan... and bam, listing appointment a week later.

Jeremy Curtin

That’s the power of systems—honestly. If you string together good content and solid connection, it isn’t luck anymore, it’s a process. And look, if Kayla can do it, anyone listening to this can too. And if you ever get stuck, just plug in a better prompt. Start human, end human—that’s the formula.

Glenn Rogers

Exactly. So if you’re sitting on a pile of likes and haven’t reached out... you know what to do. Don’t make it weird—just start the conversation. The system does the heavy lifting, you do the connecting.

Jeremy Curtin

Alright, I think that about wraps us up for this week. Just to recap—be clear with your prompts, create before you critique, and above all, don’t just chase numbers. Follow up, connect, and turn every bit of engagement into an opportunity.

Glenn Rogers

Yeah, and don’t overthink it. Command and ChatGPT are like two sides of your business brain—let them work together. Next week, we’ll get into Canva, so you can actually make your posts look as good as they sound.

Jeremy Curtin

That’s right. So, keep creating and connecting, and remember: progress beats perfection every single time. Glenn, good chatting as always, my friend.

Glenn Rogers

You too, Jeremy. Let’s amplify. Catch you all next week!