The 68/17 Problem
68% of Realtors have used AI tools in their business. That's not a small number. The majority of the industry has tried it.
But only 17% report AI has had a significantly positive impact. That's the number that matters.
68 minus 17. Fifty-one percent of agents tried AI and got mediocre results. They opened ChatGPT, typed something vague, got something generic back, and concluded "AI doesn't work for real estate."
It works. They're skipping a step.
59% of Realtors use emerging technology but are still learning how to apply it effectively. That "still learning" part? It's not about the technology. It's about preparation. The gap between the 68% and the 17% isn't the tool. It's what happens before you open the tool.
What Is a Win State?
Before you open ChatGPT, answer one question: what does the finished product look like?
Not roughly. Not "some marketing stuff." Specifically. What are you holding in your hand when this is done? Who reads it? What do they do after reading it? What format is it in? How long is it?
That's the Win State. The concrete, specific description of the successful outcome.
If you cannot define the Win State, AI cannot build it. That's not a limitation of the technology. That's a limitation of the input. AI is a prediction engine. It predicts based on what you give it. If you give it vague intent, it returns vague output. If you give it a precise target, it gets remarkably close.
Think of it like a listing agreement. If you leave a blank, it's invalid. Same principle. Every blank in your prompt is a blank AI fills with its best guess. And its best guess is generic.
Win State Examples: Bad vs. Good
BAD: "I need AI to help with marketing."
GOOD: "I need 3 emails targeting high-net-worth empty nesters
in Franklin who fear downsizing. Each email under 200
words. Warm, direct tone. CTA is a home valuation."
BAD: "Write something for my angry client."
GOOD: "Write a script to de-escalate a seller frustrated about
zero showings in 3 weeks, without suggesting a price
reduction yet. Professional but empathetic. Under 150 words."
BAD: "Help me with social media."
GOOD: "Write 5 Instagram captions for a $1.2M lakefront listing
in Brentwood. Highlight the dock, sunset views, and
proximity to downtown. Luxury tone, not salesy. Include
one question hook per caption."
BAD: "I need a bio."
GOOD: "Write a 100-word agent bio for a team page. 12 years
experience, specializes in Nashville relocation buyers.
Third person. Confident but approachable. No cliches
like 'passionate' or 'dedicated.'"
First Principles Thinking for Prompts
First principles thinking means breaking a problem down to its core truths before building a solution. Not starting from what you usually do. Starting from what's actually true.
Most agents prompt from habit. "I need a listing description" is a process statement. It describes the task, not the outcome. First principles asks: what is the actual problem?
The actual problem might be: "I have a property with no standout features in a competitive market and I need copy that gives buyers a reason to schedule a showing." That's a different prompt. It gives AI the real constraint. The real audience. The real goal.
Look at the outcome, not the process you're using to get the outcome. "Write a listing description" is process. "Give buyers in the $400K range a reason to tour a 3BR in Hermitage that's competing with 6 similar listings" is outcome. Same task. Different framing. Dramatically different AI output.
85% of agents using AI report time savings. But time savings without quality output is wasted time. First principles thinking is how you get both.
The Win State Checklist
| Question to Ask Yourself | Bad Answer | Good Answer |
|---|---|---|
| What am I holding when this is done? | "Some content" | "3 emails, each under 200 words, with a CTA to schedule a showing" |
| Who is the audience? | "Buyers" | "First-time buyers aged 28-35, pre-approved for $350-450K in East Nashville" |
| What does success look like? | "Good marketing" | "Open rate above 30%, at least 2 showing requests per email" |
| What constraints exist? | "Keep it professional" | "Under 150 words, no price reduction language, warm but direct tone" |
| What facts does AI need from me? | "The property info" | "3BR/2BA, 1,850 sqft, built 2019, backs to greenway, listed at $425K, 14 DOM" |
Every blank you leave is a blank AI fills with its best generic guess.
How Win State Connects to the 5 Essentials
The Win State is step zero. Once you've defined what done looks like, the 5 Essentials framework gives you the structure to build the prompt.
The Ask. What are you requesting? Not "write an email" but the specific deliverable your Win State defined. The Audience. Who consumes this output? The Channel. Where does it go — email, Instagram, text message, printed flyer? Essential Facts. The data AI needs from you — property details, client context, market conditions. Style and Constraints. Tone, length, format, what to include, what to avoid.
46% of Realtors report using AI-generated content. The ones getting results aren't using better prompts. They're using better preparation. The Win State forces you to think before you type. The 5 Essentials force you to be specific about every dimension of the request.
Most agents fail because they start typing before they start thinking. Flip the order. Think first. Define the Win State. Fill in the 5 Essentials. Then type.
Define Your Win State in 60 Seconds
- Close ChatGPT. Open a blank note or just think for 30 seconds.
- Answer: what am I holding in my hand when this is done?
- Answer: who reads this and what do I want them to do after?
- Write down the 3-5 essential facts AI needs from you — not from its training data
- Define constraints: length, tone, format, what to avoid
- Now open ChatGPT. You're ready.