ChatGPT is the latest in a string of artificial intelligence (AI) tools revolutionising the digital landscape. Perhaps what’s different about this one, though, is that it’s easily accessible to anyone and simple to use in just about every aspect of your life. But as digital marketers, we’re most interested in how small business owners can use it to level up their marketing. With platforms like ChatGPT and Jasper, real estate agents and conveyancers can leverage AI-generated content to save time when it comes to their social media marketing (and more) and deliver compelling messages.
However, to ensure success, it’s crucial to understand how to maximise these tools and avoid common pitfalls. In this blog, we’ll explore five tips for property professionals to provide strong prompts and train AI to speak like them while addressing their audience’s pain points. With these tips, you’ll sound like yourself (and not everyone else using AI) and deliver your message clearly and powerfully.
1. Craft clear and specific prompts
Providing clear and specific prompts is essential when using AI content-generation platforms. A solid foundation (i.e. your input) will deliver a tangible result. Poor inputs (known as ‘prompts’) will provide the wishy-washy, repetitive responses that you might have seen others inadvertently using in their marketing.
Avoid vague instructions and be precise about the desired outcome. For example, a poor prompt would be…
“Write a social media post to share that a new property coming to market.”
Instead, try providing more specific details, such as the property’s unique features, location highlights, and the target audience. For example, if you are listing a family home and expect the successful buyer will be a young family looking for an excellent area to raise their children, a strong prompt would be…
“I am listing a new property at [address]. It is a [x] bed, [x] bathroom, it has a fantastic open-plan living area and a resort-style pool. It’s within walking distance of the local primary school and beautiful parks. I need you to write a caption to accompany the launch post on Instagram. I expect the successful buyer will be a young family. Write a caption that will appeal to this audience and make them want to contact me to book an inspection.”
Clear prompts help AI algorithms generate more relevant and engaging content.
2. Incorporate your brand voice and tone
To ensure your AI-generated content aligns with your brand, take the time to train the AI model to mimic your unique voice and tone. You want the AI to sound like you, not a robot or a generic real estate agent or conveyancer. After all, your personality and your brand are your secret sauce.
To train ChatGPT or your chosen AI in your brand voice and tone, provide samples of your existing content and guide the AI to emulate your style. By exposing the AI to these samples and giving specific instructions, you can teach it the patterns, language choices, and overall tone that reflect your brand’s personality. This training process allows the AI to generate content that resembles your style, maintaining consistency and authenticity in your messaging.
Investing time in training the AI to speak like you is essential to ensure your brand’s personality shines through in the generated content. You can build trust and loyalty by establishing a stronger connection with your audience through a consistent and authentic brand voice. Monitoring and reviewing the generated content, making adjustments as needed, and refining the training process will help you achieve the desired outcome of engaging and compelling AI-generated content for your real estate marketing.
3. Address audience pain points
One of the strengths of AI content generation is its ability to process vast amounts of data and understand audience preferences. Leverage this capability by training the AI to address your target audience’s pain points. Compile a list of common challenges your clients face in the real estate industry, such as finding the right property, navigating the legal process, or securing financing. Provide these challenges as prompts to the AI and guide it to generate content that offers solutions, tips, and advice tailored to each challenge.
You can also feed the AI real-life success stories, client experiences and inspiring case studies. Provide storytelling prompts sharing these, and get the AI to highlight how you and your services allowed your buyer or seller to overcome the challenges they were facing. By incorporating a storytelling element into your prompt, the resulting output will capture the emotions, challenges, and solutions involved, ultimately creating engaging and relatable content.
4. Embrace creativity and editing
While AI can assist in content generation, it’s important not to rely solely on it. In fact, the golden rule of using AI for your marketing content? Never. Ever. Copy And Paste. It is an excellent starting point. Some refer to the 80/20 rule – ChatGPT does 80% of the legwork, but you still need to put in the 20.
And Golden Rule number 2? Never accept the first ideation. So, when ChatGPT spits out a response, go back and refine it. Use phrases like ‘make it more conversational’ and ‘don’t be so formal’. You can tell it to incorporate more (or less) emojis, particular slang phrases you’re known for, or even to weave mentions of your favourite movie lines, songs or similar into the copy.
So, embrace your creativity and leverage AI-generated content as a starting point. Refine and polish the output by adding your personal touch, incorporating local market insights, and tailoring it to your specific audience. Editing and enhancing AI-generated content allow you to maintain a human touch and ensure it aligns with your brand’s vision. It can help to read the content out loud, for example, the resulting social media caption. Ask yourself – does it sound like something you’d write? Does it use words and phrases that you would use?
5. Continually elevate your content strategy with ChatGPT
As you integrate AI into your content creation process, keep an eye on the results and learn from them. Monitor the engagement and feedback from your audience to identify what resonates and what requires adjustment. By analysing the data and refining your prompts and training, you can continuously optimise the AI-generated content to better meet your audience’s needs.
Remember, AI is a powerful tool but is not a substitute for human connection and understanding. While AI can generate content efficiently, it’s essential to maintain a balance by infusing your expertise, insights, and personal touch into the content. Your unique perspective and understanding of your target audience’s pain points will make your content stand out.
By leveraging the capabilities of AI platforms like ChatGPT and Jasper, real estate agents and conveyancers can unlock a new level of content creation. With the right combination of human expertise and AI-powered assistance, you can elevate your real estate marketing and drive meaningful connections with your target audience.
Take advantage of ChatGPT and dominate your real estate marketing with generative AI
AI-powered content generation platforms like ChatGPT and Jasper offer real estate agents an exciting opportunity to streamline content creation processes and effectively engage with their target audience. By following our five tips, you can save time while maintaining your unique brand perspective to drive engagement and establish a competitive edge in the digital landscape.
