To say that AI has changed the game for real estate agents might be the understatement of this year. But the biggest opportunity lies in more than just using AI. The real chance is knowing what to use it for.
That’s where many agents still get stuck. They experimented with ChatGPT. They asked me to write the listing description and possibly help with social media posting. But they haven’t turned it into a system that helps solve real business problems. The difference is intentionality.
5 AI prompts for real estate agents
Agents that make the most of AI do more than just ask random questions. They use specific prompts tied to specific business outcomes. Here are five AI prompts every real estate agent should be using right now.
1. AI suggested prompt “Please help me”
One of the biggest opportunities for agents right now is being recommended by AI. For years, agencies have focused on SEO or search engine optimization. It’s still important, but we’re rapidly moving into the world of AEO or response engine optimization.
Consumers are starting to ask AI tools questions such as:
“Who is the best real estate agent in my area?” “Who should I use to sell my house?” “Who specializes in waterfront homes near me?”
This means that agents need to think about how the AI perceives them. This prompt will give you a plan of what to do to become the agent recommended by the AI.
Acts as an AEO expert who supports real estate agent recommendation using AI. Please use AI to analyze the real estate agents currently recommended in the area and neighborhood I am in charge of. Based on my background, niche, and content style, I identify where I can improve my messaging, where prospects might feel uncertain about me, and how I can improve my ability to receive recommendations from AI. Please rewrite my bio and make suggestions that show who I am as a local government without being salesy or boastful. If you need any information, please feel free to ask. Also, ask as many questions as you need to provide the best possible results.
This prompt helps you identify places where your online presence is unclear. It can also help you craft a message that establishes you as a trusted local authority without sounding like you’re boasting.
2. Listing Marketing Blueprint prompt
Going public today requires more strategy than it did a few years ago. In many markets, residential sit-in times are increasing. Sellers are feeling even more anxious. Buyers are more selective. This means that the agents who make the list today are those who are prepared with a stronger plan of action.
This prompt will help you create that plan.
I work as a real estate marketing expert. Please create a complete marketing plan for the new listing I am taking on. [address]. It includes pre-launch marketing strategies, launch day strategies, lead generation marketing, and follow-up systems for generated leads. The budget for this marketing plan is [budget]. The schedule for this marketing plan is as follows: [number of days]. My main marketing channels are: [social media, direct mail, video production, etc.]. Please feel free to ask as many questions as you need to develop the most effective plan.
Once the AI presents a plan, it doesn’t stop there. Please customize. Delete what you don’t do. Add what you want. Then use the following follow-up prompt.
Please delete (the parts that will not be done), add (things that will not be included in the AI recommended plan), and put it together in a presentation format that can be shared with sellers at the listing briefing session.
Here, AI does more than just save time. This is a list conversion tool. When you show up to a listing appointment with a clear marketing plan, you’re no longer just telling the seller what you’ll do. You are showing them. That creates confidence. Confidence breeds trust. Trust creates a list.
3. “Statistics speak, stories sell” prompt
Most agents will promote their listing by describing the features. 4 bedrooms. Three bathrooms. Open floor plan. The kitchen has been updated. Large backyard. Those details are important, but they rarely create an emotional connection. Buyers don’t just buy features. They buy the lifestyle they envision living in that home.
This prompt will help you tell that story.
We act as professional real estate marketers who tell stories about properties. Please tell us a short touching story about a house in . [address] It helps buyers imagine themselves owning this home. In addition to highlighting the features, we also want to highlight the lifestyle this home offers. We would like you to provide us with three forms of marketing: an Instagram or Facebook carousel post, a 1 minute or less video script with recommended video shots to accompany the script, and a LinkedIn blog post. The current MLS description is as follows: [paste MLS description]. Ask as many questions as you need to create a strong story about this home that will prompt potential buyers to schedule a viewing.
This prompt works even better if you add details from the seller.
Ask them what they liked most about the house. Ask us about your favorite room. Let’s hear about the memories made there. Ask them what they miss.
Then type it into the prompt. The result is marketing that’s more human, more emotional, and more memorable.
4. Open House “Cold to Sale” Prompt
One of the biggest mistakes agents make when it comes to open houses is thinking that someone will just walk into your home and say, “I’ll take it.” Yes, this can happen, but it’s rare. The real value of an open house lies in the relationships it creates. Someone comes in. you connect. You follow up. You provide value. They become clients.
That’s why follow-up is so important. To maximize the opportunities an open house creates, it’s important to have a systematic follow-up plan. This prompt will help you convert open house visitors into qualified leads.
We will act as a marketing conversion specialist. Create a 7-step email and text follow-up campaign for prospective buyers who attend my open house. [address]. Campaigns should focus on engaging emails that will make prospective buyers feel valued and make them think I’m their agent of choice based on the value, expertise, and care I provide throughout the process. Make sure each email has a clear and compelling subject line, engaging content, and a call to action. Please write this in a non-salesy way that presents me as an agent who cares about the client’s best interests. Please feel free to ask as many questions as you need in order to provide you with the best email and text campaigns possible.
This prompt will help you create a follow-up system that is thoughtful, valuable, and consistent. The important thing is to make sure it sounds like you. Add your voice. Add local knowledge. Add specific homes, market updates, and buyer tips. AI provides structure. Deliver authenticity and personalization.
5. “Tsunami of Testimony” Prompt
Online reviews and testimonials are more important than ever. Think about what you do when visiting a new city and looking for a restaurant. I’ll check the reviews. You look at the ratings. You read what people say.
Consumers do the same with real estate agents. Your Google Business Profile is important. Your review is important. Your testimony matters. The problem is that most agents don’t have a system for asking questions.
This prompt gives you:
I work as a real estate copywriter, specializing in writing copy that helps agents receive testimonials. What are the three options for requesting a testimonial for my Google Business Profile page: DM, email, and text message? If you leave me a 5-star review, I’d like to give you a $5-$10 gift. Could you please suggest DM, email, text copy, gift options, delivery timing, etc.? Please feel free to ask as many questions as you need in order to provide you with the best possible offer.
Reviews create trust. Trust creates inbound opportunities. Inbound opportunities create momentum. If people try to search you before calling you, find evidence that you are worth calling.
Bonus tool: PromptCowboy.ai
One of my favorite AI tools right now is PromptCowboy.ai. If you know what you want your AI to do, but don’t know how to write a prompt, this tool can help you structure your prompt. You can turn it into a more powerful prompt by entering general information about what you want.
It asks questions, helps fill in the blanks, and provides more detailed prompts for use with AI. The better the prompt, the better the output.
The agents who will benefit the most are not just those who use AI. They will be the ones who use it with intention. Start with these five prompts that every real estate agent should use. Please customize. Please improve them. Make them your own. Because AI isn’t there to replace your expertise. Here we are to increase it.
May is Inman’s seventh annual Agent Appreciation Month. Find profiles of top producers, their thoughts on the state of the industry, and concrete takeaways you can implement in your career today. Additionally, the prestigious Real Estate Future Leader Award is back.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
