How to get recommended by AI, for real estate agents: How do I get ChatGPT to recommend me as a real estate agent?

0:00 Two ways AI finds agents

All right, so today's class is part of the conversation. Basically, how do you get cited by AI? Um, we're going to talk about the two primary ways that AI makes um recommendations. So, the first way is being part of the training data, and that is kind of the long-term where you want to be on other people's sites. You want to be part like sending stuff on LinkedIn, Reddit, like all that kind of stuff. That's the training data. Um, uh AI also has live search. So, as an example, if you type in best real estate agent Hendersonville, Tennessee, that is likely to trigger a live search um because the dating of the information, the AI realizes, "Hey, if I try to do training data, I'm going to pull something old, so I need to figure out who it is right now." And so, those

are the two methods. You either have being part of the training data, which is long-term, or live search, which is shorter-term. Um, but they still cite in roughly the same way. So, doing both of them is not that big of a difference. As it relates to like the effort required to get them both done. You guys know who I am at this point.

1:58 Turning repeat work into loops

right? And so, what um what you want to kind of think about from this perspective is how do you take the loops that you do every day and automate them into AI? So, like what is your starting output? Meaning, I have raw pictures, I've got home information, I've got whatever it is, and then what is your ending output? Is it a finalized listing description? Is it a blog about the house? Is it um something to send to a specific client? So, if you can understand those things and you can build around it so you have clear output conditions, clear ending conditions, you can build something that works autonomously and all you have to do is quality control the outputs. And that's where work is headed. I don't think that that's where work is headed for everyone

in the short term, but I think one of my favorite things to say is that everything's changed forever, but it hasn't changed for everyone. Right? So, everything's going to be different moving forward. We're not going back to not having AI unless there's some type of catastrophic technological event, which I haven't ruled out yet. So, with that being said, the goal is to turn your individual prompts into a workflow. So, like if you know this is the first prompt I need to use, and that is organize this information into a way that you can read it super easily.

That's prompt one. The second prompt might be, "Okay, now take this information, do competitive research, and present a finalized listing that matches exactly what I need." That might be prompt two. And then the getting the output is prompt three, and that's what you would evaluate, right? And so, the goal is to automate, "Okay, once I put the stuff in here, like into a project or an artifact or kind of whatever you're doing. Once you put the stuff in there, I can do one or two quick things and it works through the whole loop and gives me an output, right? And that's what kind of changed in the tech space.

That's what we will be eventually working towards. This is going to be a little bit more technical than most people are are ready for, but understanding and trying to think about it in this way already is like what are your big loops in your workflows? Um and like just try to start thinking about them that way. Like the biggest loop that everyone has, right? Is you wake up, you do stuff during the day or night, whenever your awake period is, and then you go to sleep, right?

Like that's a loop that everyone has to have. And you can break those down as small as you want. Like I can say, here's my breakfast loop. My input is I need this much protein, I want to avoid these kinds of foods, X, Y, and Z. Run the loop, have breakfast, that's the output, right? So very, very simple terms and you can do that with almost any process in real estate that you understand well enough, right? If you don't understand the process well enough, you're going to have to um upskill a little bit, use ChatGPT, uh those things to kind of fill in the knowledge gaps, and then just kind of blitz forward on it.

So essentially you can just work out of a project, start from scratch just with an idea that, all right, if I work this out, then I can apply this again.

Exactly.

Everything in there.

Yep.

And then at the end of it, you consolidate, tweak, whatever, and then replicate it for the next one that comes.

Exactly. And that's the goal is to build those loops so that you have an availability for like, let's say uh a really simple way to do it would be a client artifact, right? Like if you have a detailed client style sheet that you can upload so that it's always going to reference that context, that is going to be really, really useful in building like, let's say you need a listing description, an email, and something else. You can have that all be part of the like if you know that you have an onboarding packet that's the same every time, you have a like some the listing is relatively the same every time that like the things that are the same every time you do them can be automated. And that's where we're going. So it's right

now most people go prompt, output, review it, prompt, output, review it, prompt, output, review it, right? And that's how you actually build the workflows. But it's not how you want to run the workflows. So the first time I do anything, it's completely by hand. I never say, "Hey AI, do this whole thing end to end." Right? Because it will make mistakes. And so I run it end to end and often times I'll record a video of my screen, run the workflow end to end, and then I will have actually Google Gemini analyze the video and it can create the workflow from the video analysis. Right?

And so if you record your screen, do your workflow, send it to Gemini, have Gemini break it down in a way that's step-by-step and can be used by ChatGPT or AI to actually go boom boom boom and automate. Right? And it may just be So the way I like to teach people this is build prompts and then use the prompts. And then if they work well and you get your output from step one, it looks great. Your output from step two, it looks great. Your output from until you can do that without any human intervention and you can go end to end, the project isn't ready.

Right? There's details that you need to add. And you can always ask the AI about the output, right? So like you can get the output and you can say, "This listing description is missing this key piece of information. It uses this language that I don't like. It you know, X Y and Z." And you can get the output to exactly what you want. And then when you have it there, you can just run the loops and then quality control the output and make minor adjustments moving forward. With AI development, the thing you want to focus on is like the the first 10 to 20% of the project and the last 10 to 20% of the project. So, historically it used to be like there was planning and then you'd start to build and then you'd iterate that and

keep going forward. Now it's plan as much as you can, test it, and then go back to the beginning, rebuild the plan with the outputs, and then test it again. So, you're not continuing down the workflow if it doesn't work, right? You're you're stop start stop start stop. And it's I will tell you it is the most frustrating thing in the world. It is an absolute pain in the butt, but once you get it, the long-term payoff of oh my gosh, this worked is phenomenal. Like the the dopamine hit that you get when something that has been frustrating you for a week finally works is phenomenal.

Um but that

stored? Like once I get it,

Mhm.

how do I where do I put it so I reach back and you back in?

Yeah. So, you can store it in a Google Drive, like just in a Google Doc in a Google Drive. Um you can store it in markdown files in like an online storage, like if you're a little more technical like a GitHub or places like that. Um and then you can actually store it directly in the AI either in projects or artifacts, depending on what that AI calls it. Uh Gemini calls it gems. There's projects and artifacts, I think, are the other ones. But you can put persistent context in those and then that persistent context will be fed into every workflow you do. So, if your persistent context is your full workflow and you say, "Hey, run this workflow on these details." it'll run through the entire workflow step by step by step prompt by prompt by prompt and it will

eventually get you the the outcome there.

Do you know what Perplexity calls it?

I want to say artifacts for Perplexity. I think it's artifacts for but it's basically what you're looking for is the thing that you can open and it says here's a prompt attach files. And if you can enter a prompt and attach files and then click save it that's likely the project the artifact the gem whatever it is for that AI. Yeah. Yeah.

10:03 Chat is the new front door

So today's plan basically we're going to go over how AI decides who to recommend the generative engine optimization playbook and then how to check to see if you're actually someone that the AI is going to recommend. So the new front door is not Google it is chat um of any AI variety, right? Like Gemini Claude ChatGPT all of it. Um So the people who are telling you hey you have to get on first page of Google for your SEO to be working those people are living 6 months ago which in the tech space is like 20 years ago, right? And so like we don't want to focus on that anymore. The goal now is to be part what's called share of the conversation and that is to be part of the AI recommendations, right? Like

everyone's gone to Google ask for a product and gotten a little recommendation thing, right? That's the big thing right now. People will open expand that and then just start asking questions about what the answers they got in there, right? And so if you're not in that. So basically Google has gone from front page to top three in a specific niche, right? And so the intelligence is allowing people to find what they want sometimes more effectively because the sometimes the best agents at that particular thing aren't set up to have the AI find them really well, right? And so you can have really good agents that are getting passed over by bad agents because the bad agents have some type of technical pursuit that they've set up their AI to be um able to be recommended more easily,

right? And so I want you guys to compete with those people and absolutely kick their ass. Like that is my goal. Um I do not want lazy people to win this game. Uh soon. There we go. Okay.

12:15 Live search versus training data

So, like I said, there's two ways that an AI can search. One is live search. So, if you say, "Who is the best realtor real estate agent in Hendersonville, Tennessee right now?" It will do a live search because it knows the historical data is not going to be what you're looking for, right? It's not going to look for stuff that's in its training data that might be 6 months to a year old. So, it's going to do a live web search just like you or I would and go try to find figure out based on its how it values authority who is the top couple real estate agents in that market. The other thing to remember is that AI recommendations are probabilistic, not deterministic, meaning that every time you put in a request, the probability changes that you'll get the

same answer, right? And so you may put in the same request three times and you may get different real estate agents every single time. You may be in there for one of them, you may be missing for others, right? And so it's all kind of a big science experiment right now where everything goes into the mixture and then there's a black box that shakes it around and then it spits out who it wants. So, we have some guesses as to what's effective, but anyone who's telling you this is 100% the way to do it is lying to you because it's it's a black box method.

Literally, the no one we're understanding it better, but no one fully understands how the input goes into chat GP even the scientists that are working on it, how the input goes in and then you get the specific output back, right? Like that's why that's an intelligence layer that's probabilistic, right? Because you can't with 100% accuracy ever predict what it's going to say. Just like I couldn't with the three people in the room, I couldn't predict with any level of accuracy what the next thing you're going to say is, right? AI is the exact same. The amount of similarities in the way you should communicate with humans and operate with humans and the way you should operate with AI is bizarrely similar. So, if you're wondering like how do I get the AI to do this thing, think about how you would

get a human to do that thing verbally and try to apply that same um kind of framework. That being said, you direct and accurate and clear with your outcomes, but that's kind of what you want, right? Um and so again, the AI is going to answer through training data as well as through um live web search. So, so this is going to be how like if you say best first-time buyer agent in East Nashville, that's probably going to trigger a web search um because it's looking at recent activity. But if you were to say, "Who is Nashville's all-time best real estate agent?" it'll likely pull from training data, right?

It'll do some live searching to supplement, but with with request like that that's more static, it's going to pull from what it really has ingrained in its brain, just like we would.

15:53 Your website and outside profiles

kind of scrape your site and get the information it needs. Something to remember is AI is lazy. So, if it goes to your site and doesn't see the information in a structured way that it can easily access, it's going to say, "Nope, this ain't it." and it's going to move on to the next one. So, you want to make sure that when you're doing your AI stuff, you are um problem, right? So, you'd want it to be organized, structured, um and ChatGPT can tell you kind of all of that stuff, like what is the best way to do it. Um but, the other thing is you want to make sure all of your third-party stuff is updated. If you've got a Zillow profile, a realtor.com profile, on Compass, on LinkedIn, like everything. Um you want

to make sure because it is pulling recent data. And so, I try to update my socials about once a quarter. Ideally, like it would be more, but I think once a quarter will keeps you relevant and helps uh kind of stay in the training data. So, but yeah, you really want to make sure your Zillow profile is realtor cuz that's the type of stuff that it is going and searching for authority on. Also, if you have um anyone who's on Reddit or some of those like forum social medias, BiggerPockets, stuff like that, it sites from from those types of things as well.

Because it's trying to figure out what are people talking about, who are people talking about, right? like you have to kind of figure out that these two things are different. They factor in. So, SEO does help with generative engine optimization, but it's not exactly the same thing. It is slightly different. Um

18:08 What every AI engine favors

And so, these are some things that hold across every single AI, and I'm going to break down cuz every single AI like if you go to ChatGPT, Grok, Gemini, Anthropic, and enter the same prompt, you'll get recommended different realtors across the board. And each engine some publish a little bit more as to what goes into the decision-making, some don't. So, I have kind of a general and then the next slide is going to be how to do each one. So, ChatGPT, Google, Perplexity, Claude, Grok, these are the big ones.

Gem Yeah, Google is Gemini. So, basically they search for live for local questions. So, if you're asking about local, if you're asking about recent, if you're asking about that kind of thing, it's likely going to trigger a live search in addition to its training data. Um So, the other thing, they favor specific, recent, structured, and verifiable content. Meaning all of the things we talked about, that's what they like, right? So, they want um they don't want marketing copy. They want stuff that is valuable to the people reading it, right? Like that's why it's coming to your website. And so, you want to or coming to the Even if you have a blog on someone else's website, a newsletter, uh someone quoted you in a Reddit thread, whatever that is, the AI is looking for things

that provide value to the person searching, right? And so, a lot of people put like kind of fluffy marketing copy. Don't be afraid to add a little bit of value, right? The people and like clients who are really deep into AI, they're probably not looking for real estate agents at this point, right? It They may be looking for an agent that can help them um kind of use the AI to facilitate the transaction, but the people who are deep deep into AI truly believe they can do anything, and they are no longer our target customers.

The people who kind of get into AI and are like, "Oh, this is really helpful. Um I'm going to use this for everything." The ones that are you sit down with and you you know, you're halfway through the transaction and they show up and they're like, "Hey, ChatGPT gave me this thing." And your stomach sinks and you're just like, "Oh, no. What the What is it What is this going to be, right?" And so, you I'm going to talk about this next week, but the thing you want to do is you want to introduce um your AI authority in the onboarding. So, just like you give a seller's disclosure, you want to have that conversation about, "Hey, how are you planning to use AI in this transaction, right?" Because if you can get a hold of it then and you can say,

"Oh, this is great. I actually have guardrails that'll help make sure that you don't find any fake listings. I have X, Y, and Z." And you give them a couple things that are like, "Hey, this is going to help you use AI in this transaction, right?" Cuz that genie's not going back in the bottle. There's so many real estate agents right now that are like, someone comes in with ChatGPT and they're like, "Ah, stop." right? And that's the wrong answer. The right answer is to take control of that situation as soon as you can in the transaction and present the authority that you have as a real estate agent.

They are coming to you for a reason, right? And so, your effectiveness with AI stems exclusively not exclusively, but stems primarily from your ability to have local knowledge, context on the deal, context on the people, and import the details into the AI conversation that the AI has no way of getting through live search or training data, right? Like, this client's going through a divorce. This client values school district highly. This client is noise-averse, and if we put them by a train track, it's just going to be a problem, right? And so, you have to think about like, how can I introduce these extra value points? Um but I'm going to go over all of that uh next week as well. Um again, with AI, it's a probability, not a ranking, meaning you can't climb the

leaderboards and then just be number one.

22:05 Answer the questions clients ask

So, can I ask

Yeah.

Can I ask just the uh Google profile? Um I think there's a spot in there for blog stuff.

Mhm.

And then also, you know, just your website. Just throwing stuff in there. I mean, I could have Brock basically create something and plug it in once a week or something like that, and that's going to help

Yeah, exactly. And so, you want to make sure it's it's valuable. So, like what I would do is I would either look at uh the questions that you're getting personally. So, like if you have you know, 10 of the same question in a 30-day period, that's something that you should create content on, right? If you um know kind of the trends of the market, the Like, you want to find the thing that's going to be valuable for the people who are looking for you, right? And so, you might say, "How to use AI in your real estate transaction to get the most for you and your agent," right? And so, like and then you lay out like, "Here's uh the prompts that I would use," or here's whatever, right? And so, you just want to make sure that you're

adding value and that you're thinking about who your ideal customers are when you're posting it, right? Like you don't want to pro post this broad like if you're an Airbnb person, you don't want to post this broad swath of things saying, "Hey, we're I'm a for first-time home buyers," right? Like you want to make sure that you're in your area of expertise both with the market, the client, everything. Like you want to basically be training the AI as to who your ideal client is so that they can just funnel those people right to you, right? So, if you're like, "I am the best first-time home buyer agent in all of Nashville," you just need to make sure everybody else knows it. You need to communicate it. You need to show people why that is the case, right? Cuz

a lot of people are like, "Oh, I'm this great agent," but it's like, "Okay, well, what behaviors actually makes an agent great?" Right? And then you figure out, "Okay, these are the behaviors that that does." And then you figure out, "Okay, um my clients are all confused about this one thing. Let's take that behavior, that one thing, and make a piece of content about how they can change their behavior around that one thing so that it's benefit, not a liability, right? And so, like that's like steering the AI conversation is one of those huge things that like you don't ever want to be surprised by them showing up with ChatGPT, right? Cuz I've seen one of two things happen. Either they show up with ChatGPT and it's just terrible, right?

And so, you have all this work of undoing all of their hard work, right? Because they are married to the outcome. And now you have to chop that you have to divorce that marriage, right? Because everybody loves the things that they built, right? And so, if you can intervene early and show them, "Hey, the things you're about to build are going to be terrible and make this deal worse for you, and you're going to nitpick the contract so that you actually, you know, kill the deal instead of build the deal," right? Like those are the types of things that like I would recommend having like a guardrails. Like these are things that are common in a real estate contract in Middle Tennessee, right? That are not common in San Francisco, California, whatever it is, right? You want those

baseline things to be in your contacts that's constantly getting called into the AI, so it's constantly learning like this is the way this person operates, if that makes sense. Um Um so, this is the generative engine

28:20 The five levers

optimization playbook. these cost you money. Um you can run these whenever and it's profiles that are public. So, Zillow, Realtor, Google, LinkedIn. It's your coverage. So, getting cited by someone who is not you, meaning reach out to that mortgage broker that you work with heavily and say, "Hey, can I give you um market update for June of 2026, or can I provide some type of value that you can pass on to your customers, whatever that is. Reviews. So, we're going to talk about how to get the most out of your reviews cuz there's actually ways to ask for better reviews that will has a higher probability of being cited.

Listings are actually one of the key things that can help you get cited by AI. So, if your listings are basically structured like a good website, same thing. And then freshness. So, if you haven't posted anything online in a year, it's going to be like this person may have died, right? Like so, it's like we're not going to recommend this person, most likely. So, this is kind of like the ongoing process. Um, so, profiles AI can actually read. So, award-winning agent, 15 years experience, it's it's pretty generic, right? Like it's very like, "Hey, this person probably does a good job."

versus I help first-time home buyers in East Nashville, Inglewood, and Germantown find homes under 500k, 14 years in Nashville, 83 closings at whatever, right? So, now I have tangible things that the AI is like, "Oh, this is real. Like, this is not, 'Oh, he's great.'" cuz the AI is like, "Well, what does great even mean?" This is what great means, right? Like we want to clarify the outcomes that we have gotten and want to get. Um, and so that's one of the big things is just making sure that everything is as optimized as you can get it. So, lever two is coverage. This is usually one of the easiest moves that people can make because everyone wants something.

And so, if you can reach out, uh, to like I said, the vendors that are in your circle and say, "Hey, what do you want?" Okay, great. I can make that for you. Um, whether it's a social media post, a blog, an email, like whatever, if you can get in front of other people's audiences, that's the highest leverage position at this point. Um, so, yeah, just trying to get your name cited by someone other than you at least once a quarter, ideally once a month, um but local news quotes, monthly column in an association newsletter, profile on a directory, third-party content is far more likely to be the source in AI sites than your own website. Um and that is I try to make sure all one thing you you guys need to check when

you're kind of evaluating things, especially with AI, is what is the source date? Um because if So, I told this to use nothing earlier than uh 2026 because this type of information changes really quickly. Foundational information doesn't change that quickly. You can use sources kind of across the board. But, if you're saying, "Hey, I want the best technique to optimize for AI," you have to give it a recency bias because it changes so much. The stuff that worked in AI last year does not work at all right now, right?

And it's just going to keep going like that. Um and so, just try to stay as up-to-date as you can.

31:43 Reviews, listings and freshness

um a review that's fine to have, but isn't as beneficial is great agent, highly recommend, very professional, easy process, five stars, would use again, right? Like, there's nothing specific there that tells them how you actually helped them, what you did, anything like that. we can say, "We were first-time home buyers in East Nashville. So-and-so found us a three-bed under budget and got the seller to cover closing costs." And then that has the neighborhood, the situation, the outcome. Every piece of that is quotable by an AI, right? Like, each sentence individually is fully quotable by an AI.

and so this is something that I also really like and this is using your listings as an answering machine not just an information machine and so what I mean by that is so basically portal AI integration so that means like Zillow realtor.com redfin.com the things that actually integrate with the AI they search the listing text they don't do as they they are starting to do more with photos video tours stuff like that as the AI becomes more accessible to that stuff this becomes more accessible but so as an example property type and neighborhood four bed craftsman in West Haven is better than beautiful home in a sought-after area right so if you and I know there are some listings that you don't necessarily want to put the specifics but if you can information that when the AI goes to

search it's not just pulling generic like oh I can't do anything with this. It's like oh, this is a real like useful thing for me to have access to. Right? So, one feature So, island seating for four with sight lines to the fenced backyard, right? So, again, like not many people are going to care about that, but the AI does, right? And so, the AI can add that as a feature. Landmarks and drive times, um and then lot size and again school district. So, all of these things are specific, they're interesting, and they are something that the AI can add to your authority, right? So, that we want to use our listings as a citation machine now, um because again, this can be something that pulls traffic to you.

So, freshness. This is literally just staying updated. Um and this uh is probably the simplest but most difficult lever to pull because I hate it. I can't imagine anyone else likes it. Um so, this is probably the thing that like if you want the biggest advantage over everyone, it's this. It's super easy, super simple. No one does it. It's It's one of those things that's just It's a debt on people's business that they don't want to pay. And so, if you're willing to pay that cost, you can cash in on the opportunity, right? And so, just keeping things up to date will keep you top of mind, especially on those live searches.

Keeping things up to date also starts pushing things into the training data over a longer period of time, right? And so, this is one of those things again, super duper easy to to manage.

36:11 Check whether AI names you

Okay, so we've done all that. You've got your stuff lined up. How do you actually figure out if it's been impactful or not, right? This is how we do it. So, you want to run and um you'll have the slides of this. You can take a picture of it, but basically all you do is you go to the AI of your choice and you run one of these prompts. Right? And you're all you're trying to do is check over time, has my business started to grow? Uh or has my citations in AI started to grow? One thing you can do is actually site uh you can build automations in both ChatGPT and Claude now on the desktop apps that run these automatically. So, you can run your prompt checks weekly without having to actually go to the AIs and run prompt

checks. Um but this is this this is simply how you test it. It's like it's very very simple. Most people over complicate it, but there's as far as I know, there is no way to predictively understand what an AI is going to generate without just giving it the prompts and seeing what it actually generates. Um But yeah, this is this is going to be very very simple way to kind of figure out am I being cited? And then for each run, you want to look at four things. Um and this is what kind of builds a baseline, right? Um so, one, do you appear? If you don't appear, that's step one.

Is what it says accurate? If it's not, ask for citations, find the claim that's inaccurate and go fix it, right? Cuz that's again, freshness. What did it site? So, something that's really useful is to figure out what it's citing for other real estate agents and build in that way, right? Like if you know that like for whatever reason Zillow in Nashville is the top thing that's getting cited, you want to optimize your Zillow uh for this particular thing, right? So, just figuring out where it's getting its citations from can be super useful.

And then, how does it differ by engine? So, of the things, what is what are the ways that it is going to be different. Like how am I positioning myself for Claude, Grok, all that stuff. Um And then you won't see AI in your analytics most likely. Um what you will see, so like if you have Google Analytics, Facebook, uh like the Meta Pixel, stuff like that that's kind of tracking your traffic. Nine times out of 10 you will not see uh they they did actually on the analytics tag they just added AI recommendation.

But for the most part there's no citations. It what you'll see is very very long search uh inquiries about your website, right? And so like an average human search is who is the best real estate agent in Nashville? An average AI search is I am searching for a real estate agent in Nashville that needs the following characteristics and then it it's a prompt that's, you know, 500 characters, 1,000 characters, whatever it is. It's no human is typing that. Maybe my grandfather, but no other humans are typing that into AI, right?

Um And so just asking like how did you hear about us and just running those prompts on your own business and seeing if it's actually site and try to cite your business. Like if you're not coming up in citations, see how far you have to go to actually cite your business. Like say, my business is this. Am I like if you try try try try try and it's not citing it, say that, see what happens and then just all it is is reverse engineering from the results that you're getting. Like if you see that these three realtors all post on the same platforms, you just you you kind of unlock the road map, right? Where you can go and you can say, "Okay, I'm just going to post on these platforms and I will add X, Y, and

Z to be better than what they're doing." Um but that's the biggest thing is you you're not going to see this. Like there's no analytics other than like a big spike in traffic. Like that's that's kind of all it because it shows as direct, meaning it shows as like it looks like someone just found your website and went there without searching Google, without doing any of that. It looks like it just went to the the website. Um So, that is that's the tough thing is you can't really track other than just running prompts.

Um but that's the big thing is uh this week I would try to run the prompts and just see where you're at in AI. Um I would focus on trying to build vendor relationships so that you can put pieces of content out on other people's domains, and then um I would start thinking about how you're asking for testimonials, um and how you're running listings, all that kind of stuff. Um But this is this is kind of the biggest things relating to AI discoverability. They're not hard, they're just things that you have to do consistently and repeatably to get into the training data, and then there's schema, stuff like that that helps you when uh it searches live. But this is I think the entire class. Yep.

So, that is the class today. Any questions? Perfect. what's bad.

46:55 Partner content and social platforms

All right, so with uh us talking about each other and you know, us and getting with the mortgage lender somebody and just kind of exchanging or going back and forth, where do we need to put that?

Yeah.

Because I mean, everything social media content, stuff like that, everything's real, video-based

Yep.

and I can't see it.

Right. So you can make like an article and ask them to put it on LinkedIn. You could ask them to throw it in the in like if they have a newsletter, if they have a blog on their website. Um you could offer to do an exchange for an exchange on social media and then the value would be in the caption, right? So you have the video and then the caption and like Google Gemini is starting to get into that kind of thing and I think that eventually like all of it will be accessible.

So I wouldn't necessarily shy away from making videos, but if you wanted like the highest impact right now, I would say like blogs and articles and stuff on like LinkedIn. If they would be willing to post it on like Reddit, that would be super useful. Um and then honestly, what I would do as well as I would potentially put something together either on your website or newsletter or whatever it is that you have personally and say, "Hey, I'm also doing the same thing. This is and you can pitch it as a value that you're providing, right? Like, "Hey, I'm up on my website where I have uh various vendors that I'm working with to have an information exchange so that we're cross-sited. And then you just tell them like, "Hey, this is this is kind of the value of that. And

then if you want to be a part of it, great. If not, also fine, but there's enough people out there I think that would be like super cool with especially when you say like, "Hey, this is how AI is doing citations." Most people are like, "Oh, I didn't even know that. Yes, I would I'd be down." And so like just asking the question is usually enough to like have that conversation proceed to where you can put something up. I honestly, that's how I did everything. I just walked in and I was like that's how I got came in here.

I was just like, "Hey, can I do something for you guys?" And it's like, "Yeah, great." And so but yeah, and if you're doing that with a warm audience with something that you know is valuable, it should be a slam dunk.

Yeah, I mean there's there's just like a network of 10 people or so. I mean, if we all did that

Exactly.

Popping up there.

Yep, 100%. And that's what I recommend And like I said, it's it's not hard stuff. It's but it it's simple but not easy. It's It's just it's effort, right? Like it requires a volume of effort to to do the stuff. And it's And it unfortunately it's consistent effort. It's it this getting cited by AI is kind of like working out. If you stop doing it, you just lose what you've done so far. So like I hate social media. I'm not a social media guy. I'm like very like just introvert to the max. And so like this year I was like I have to start posting on social media. It's the distribution like it's where distribution is headed, right? And so And so it it spikes more quickly than you think, but it also takes longer than

you think, right? And so, like the whole like up until I started seeing things spike, I'm like, is this working? Is this not working? I committed to do it for a year, so I'm going to do it for a year even if it's just a big waste of time. And so, thankfully, it started to work. Um and so, we'll see if it continues or if it kind of stalls out, but that's just you know, just doing the things over and over again.

One other thing I'll tell you on LinkedIn, um if I'm on there and I read something that somebody wrote, I'll just, you know, like it.

Yep.

The people that you like, you know, like if you like their comment underneath there, first of all, they go and look at you. They want to know who you are, why you over there looking

Yep. Yep. Exactly. Yep.

And then they'll ask to be part of you if they're in a a similar

Mhm.

um organization or it's like, oh, she's comfortable. Watch and see what happens.

Yep. Exactly. Yeah. Yep.

but it is unreal to me how that has totally changed and how it's it's just extremely active, whereas LinkedIn, you didn't think of it quite that

Right. Yeah.

That's I noticed Robert Redford is all over it.

Mhm.

You know, and that's it's just all over LinkedIn. Yeah.

I thought I thought LinkedIn yeah, for years was just like a second rate like

A thousand percent.

one, but you know, and I'm never going to post anything.

Yep.

Yeah.

But now it's

You should look at it. And Reddit, I still don't get the

Yeah.

Yeah, Reddit is not popular to me,

Well,

it's everywhere on there.

So, the two the two fastest information sources on the internet are X and Reddit. So, the quickest information deployment that you can get is X, in my opinion. So, Twitter.

these people go on Reddit?

I I don't go to Reddit, no.

to Reddit?

No.

Do you go to Reddit?

I used to go I used to go to Reddit.

thing like in the last year and a half or so.

No, Reddit is old.

I mean, well, so

Oh, yeah, Reddit's been around. Yeah.

There's times where I like I might get it for like I have an old truck now. So, I'm like there's forum areas.

Yeah.

For like people that are exchanging information about that old truck.

Yep.

That makes it's easier for me to find and like you said it's where a website may be kind of um uh stagnant information that was put out there one time. Reddit is it's constantly updated.

Right.

It's what people are talking about.

Mhm. Yeah.

So, if there's a newer better practice from what a problem was with my truck, it's like someone's already

Yeah, exactly. Yeah.

Medical stuff, you know, like if you're looking up something, you know, I'll know to just Reddit. People are always talking about their their issues.

Yep. That's

X you think. I mean, I I consider like how many people are actual bots. If you post something

Right.

I feel like maybe some of them are still bots, but you at least have to have a profile and you have to be consistently posting to be able to continue to post and have

Yep.

likes or something like that where I can it's a peer review kind of board that everybody's able to throw their own thoughts and I can do something as simple as, you know, are these pants a good pair of pants to buy?

Yep.

I like these better and for the price this is better blah blah blah. I've had these for 6 years, you know, whatever.

Yep.

Even just a pair of pants, you know, I get a big review.

Right.

I don't want those. Let me look at these pants. I've never even heard of them.

Yep.

But then all the way to cars or medical or anything else like it's just so bad.

Right. Oh, yeah. Yeah. Yep. And the thing is Well, and the thing is too like they'll kick out sales like if you go into a forum and try to sell something related to that forum, you'll get kicked out immediately. Like they don't play around with that, which is another reason that AI is like it's thinks it's a credible Um or TikTok. TikTok is also like pretty snappy because but you don't typically get as much value from TikTok as you do from like a LinkedIn, stuff like that.

If something news is going on and I want to see a picture of it or see what's happening or find out the name of the person

Yep. Yep.

I am on X.

Yep.

you go see it.

Exactly. Yep.

The great part about X is somebody will post something and then the first comment is take Grok.

Yep. 100% Yep, break it down. Yep.

And then AI responds and says here's the site.

Yep. Yep, exactly. Yep. Yeah, exactly. Exactly.

Okay, great. So I can still get a fake post or a messed up post

Yep.

get the real answer.

Right. Yep. Yep. I love X, but I always get off there so like disheartened because like there's some 12-year-old kid in Singapore that just solved cancer and I'm like ah, I don't know what to do with this.

Yeah. Yeah, this is really good. I loved it.

Perfect. Good. Awesome. Yeah, absolutely. Yeah, now I'm super happy. I think this is going to be one of those that's I think provide utility um because it like all these practices are like I don't think they're going away. I think this is kind of how modern business is going to reshape a little at least a little bit for the short term.

Well, and just knowing real estate, I would think everybody would be in a class like this because you would want to be

Mhm.

involved, but yeah,

Yep, right.

wanted people to know you. This is the first one I've ever been in for specific for real estate and there's three of us

Mhm.

Yeah. I mean that it's just crazy to me. And I I maybe it's fear cuz a lot of people are fearful and I have

Right, for sure.

Um, but I know that you have to face those fears.

Right. Yeah, you have to go through the pain to get to the outcome.

know. Like that scares me more than

Oh, for sure. Yeah, the the people who are not prepared to deal with the like people who are bringing them ChatGPT stuff, it's like those people are going to get squished. Like either one of two things is going to happen. Like my belief is that either a counter culture, this is we never use AI, we're a personal touch boutique type real estate spot, independent, like I think that has the potential. And then I think it's like let's lean into AI as much as we can. And I think just like with

Yeah. Yeah.

59:00 When clients bring AI answers

Yeah, we're running into that a little bit with a client right now that continues to do their own research.

Yeah, I love that he brought that up.

And I and I like that approach to it because initially it's it is just it's frustrating.

Mhm.

It feels like when you're like you said, they're happy with maybe not they're happy, but they feel emboldened by a result that they find no matter how good or bad they had input and final product. It's just like

This is my work. I'm proud of it. Right. Okay, but what is What is an acceptable level within Right. No, it's Yeah, exactly. If you don't get ahead of it, you're fighting their work instead of steering it. Right. Right. Right. Because as soon as they start that job, it's now they're so proud of it, right? Like it's now like a part of them doing the real estate transaction. But if you can get in there and I like I said, I don't see any realtors doing this right now, asking like on that front end, like how do you plan to use AI during this transaction? And if they're like, oh, I don't know how to use AI. Great, I have some things if you ever want to get into it, I can help.

If they're like, oh, I'll probably do this research and this, great. I have some things that'll make sure that that research you do is cited, it's accurate, and it's not leading you down a bad path, right?

Just off the top of my mind, it was, you know, Zillow's Zestimate is almost always wrong.

Yep.

So, if I'm if I'm bringing up AI with the Zestimate in mind, the Zestimate is put together by an algorithm. They don't know the ins and outs like I do. That's why we have a price discrepancy.

Yep.

Same thing with AI. So, let's talk it through the how it actually real world applies, and correlate those together, and then maybe throughout the and just manage those expectations up front,

Yep.

it out later on. But, it's almost like what you're saying it is it's their exploration that they actually enjoy and are proud of. It's not really what is yeah, put out there.

Right, it's a cat bringing you a dead bird.

Right.

You know what I mean? Look what I did. Like, and that's and and now I'm married to this. So, if you can get in there and and they can come to you and say, look what you helped me with, that's a completely different conversation than look at how smart I am, right? Because truthfully, you're not. Like, you brought me fake information. It's And so, we have to fight against that anyway we can, and the easiest way to do it is to just solve for it. But, and I say solve for it, but try to solve for it as best you can on the front end.

Yeah, have the hard conversation when it's not a hard conversation yet. Because you it will be a hard conversation the second they bring you something and you're like, Right? Like, that's then it becomes a problem.

Sometimes, um, like the way you're phrasing it is like they're proud of their work. I think for some people it's not even they're proud, it's that they feel in

Right.

They feel educated.

They feel validated, they feel like, yeah.

But, that's not

Right, but you're not informed or educated. You're in You have bad information.

Right.

Yeah.

You think you're in a field, but you're in this vast area.

But, great Yep. When you can even ask them like when they bring you that output, like what citations did this give you? And then when they're like, "What do you mean citations?" Okay, so we have no idea where this information came from, right? And then then you you've poked a hole that now they they can't really fight it, right? Because it's like, "Well, what what do you So where And then you just ask, like, "Where did this information come from?" ChatGPT, but where did ChatGPT get the information?

Yeah.

Right? Oh, we didn't do cite Well, let's go back in and add citations. And then when you go back in and add citations, the AI oftentimes will be like, "Oh, I just made this up. I made this up. I got this from Newswire, da da da da da." Right? And it's like, "Ah." And then and then now you've solved that problem for them, but now the thing you need to worry about is them feeling stupid, right? Because now they look like an idiot, and you need to be like, "Hey, this happens to everybody." Like that it And like you you just have to manage the AI just like any other element of the house, and people aren't looking at it as part of the real estate transaction. I fully think it should be society.

Yeah, absolutely, yeah. Yeah, if I have something smarter than me that I can ask questions to, I will.

All right, and in that case, I mean, if every home is going to have traces of radon, you know, that's that's not something that maybe AI is going to tell somebody.

Right.

But

Right.

radon, it's not what levels of it.

I think sometimes, like, just how people trust AI, to me, is sort of like if they go in to look at a house and there's structural issues, but they bring their dad, not a GC.

Yeah.

That's right.

It's like you might think your dad has authority because he's your dad and you trust him, but he doesn't he's not, like you said, the siding, like he's not a GC. Like, so he may give you all the warnings and the red flags because he's bought and sold some houses, but he doesn't know.

Yep.

He doesn't know.

It's not the end all, be all.

No.

Exactly.

Right.

do different projects and they have turned out they were right.

That's right. That's right.

I've watched it.

Yeah.

I've helped him. I've helped him. And there's waves in the wall.

Yeah.

You know, when we sold the house, it just kind of was one of those things.

Yep. Yep. Yep.

That's right.

100%.

Yep, exactly. Yeah, and that question is like what cite like what information did this get citations from? That is the most non-confrontational conflict-free question you can ask, right? Because you you're not attacking them, you're attacking the source data. And you have to attack that source data, right? Like Yeah, exactly. Yeah, exactly. And and if they say like, oh, I have no idea. Oh, let me show you how And then you you've now reasserted that you have authority with the AI space, right? Because they're looking to you for um how do I manage this real estate transaction, right?

AI is now a part of managing that real estate transaction. So, if you can get that bundled with your real estate like knowledge they will come to you for that stuff instead of presenting stuff that they've created to you, right? They'll be like, hey, can you help me generate this report? Yeah, just go use this prompt that I provided you in the initial onboarding or whatever, right? And so like that's the biggest thing is just capturing the control of when AI gets introduced because everyone in this room knows it's coming at some point, right?

Like everybody they're they're going to eat and sometimes they come to that first meeting with it, right? And so you have to be ready to deal with it then and then throughout the transaction. But if you just deal with it on the front end, whether they bring it, you bring like whatever you are now the authority in the space and hopefully they will come to you and be like, oh, like what is this instead of coming to you and being like, this is what I did, they'll come to you and say, is this good, right? And that's that's the shift that you want from them. You want to be the one that's kind of like I'm sherpa-ing this transaction and that includes the AI element of it. Because if you just let them go rogue with it,

there's so many ways they can go that unless you're deep into the AI space, like it could go really sideways because yeah, but like just that question, "What are your citations? Where did ChatGPT get this information?" That kind of thing. That's the that's how I would attack it. Because no one feels personally offended that you're exposing their AI for giving them bad information. Because at that point you kind of team up on the AI, right? You're like, "Can't believe that thing gave you that information. Let's get you some Let's Let me get you citations and we'll get you set up, right?" And so like that's that's how you frame it as a team against the AI instead of them and the AI versus you, right? Because theoretically, real estate transactions should have gotten much easier and more

simple. However, my understanding from everyone I've talked to is that that is not the case because everyone is using AI in so many different ways, right? And so your job is basically guardrail them in to using AI effectively so that it gets them to the end of the transaction instead of figuring out all the stuff that's wrong with it and killing every deal that you can put in front of them.

The uh quote here at the bottom line, AI works as a starting point for research, but not as a decision maker.

Yep.

It has no E&O insurance, no license, and no accountability.

Yep.

And it's trained on national data, misses local noises.

Yep.

Uh and can't see water, electrical problems, or snow, moisture.

Yep. Well, that's exactly right.

Yeah, that's just a few things.

Yeah.

Uh-huh. Yeah.

Exactly. And if you guys can frame it as a piece in because they bring it as it's the whole thing, right? Like when they bring it, it's the whole thing. When you introduce it, it's a piece of the the full transaction that's going to happen, right? Cuz there's so many things that happen in real estate, and they're not thinking about all those other things. They're just thinking about look this is the thing that's right in front of me. I did it with AI. This is the whole thing to me, right? And you you have to give them that whole macro view cuz like with any industry, right? Like people think I'm smart, but that is just because I have a concentrated pocket of knowledge that is valuable to you guys, right?

Like if you were to put me in a real estate transaction, I'd be dumb as a rock. Not really cuz I've done real estate transactions, but like you know, you put me in a situation that I'm unfamiliar with and I'm I'm stupid. Like but because of the contacts and all that stuff, I have authority. I'm relatively prepared to do this, right? And so that's the same thing that you guys just need to be doing with your clients is just being like I'm the authority in this and I've proved it by giving you useful information that has allowed you to use AI more effectively that's actually going to get this to the finish line, right?

That's the way I look at it is intervene early and control it, steer it.

And be able to integrate it.

Yeah.

Cuz there's times where you can just say, you know, if I don't know the answer, I'm going to have to call my brother or somebody else or an attorney or something. Once you Grok this,

Yep.

see what it comes up with and I'll I'll circle back after I talk to you know, see what the thoughts are.

Yep, exactly. Yeah. Yeah, you can even send them a prompt. You can say, "Hey, throw this prompt into Grok and then I'll get back with you and we can meet about what you came up with and what I came up with and now now you're using that as an asset to the transaction and not something that's like knocking everything sideways, right?"

the most amount of information that way you can make the best decision.

Exactly. Exactly. And and you're now that realtor that's encouraging them to go get that information instead of the one that's fighting them on the thing that they're so proud of, right?

Yeah. Love it.

Yeah. So much.

But I of all the people that aren't hearing this, thinking through this.

What?

See, one of my fears, I do not like to look bad in front of my clients.

Yep.

So, I would hate to be sitting with a client and have them

Right.

about something because they had done

Right.

a lot from there. That you can learn misinformation, but

Oh, yeah.

what I love about Perplexity is everything's cited.

Right.

Yep.

And reading it for myself.

Right. And you never want to be backpedaling if you're in the position of authority, even if it's something that you don't have authority in. Like you want to be representing and hopefully be prepared enough to have that representation be accurate. Yeah. Right. And that's the thing, too, is like a lot of people think I can't talk about AI unless I have all the answers, and it's like, no, the nice thing about the intelligence is if you know where to get the answers, which is the AI, you can go get the intelligence to teach you about the intelligence, right? And so, like, knowing where to get the answers is as much of a valuable asset as having the actual answer itself.

Especially because they change so much now. The the speed that the answers change is incre- Like I I was looking at one of my old presentations that I made like a month ago, and I was like, well, this just needs to get thrown out. Like I can't use any of this at this point. And so, like, but that's the the velocity of change is like the people I was thinking about this this morning, it's the the people who are able to change quickly and like have the context cards and can move models and can do that kind of stuff more effectively, I think those are going to be the winners. Like I really think uh like I said, one of my favorite quotes is everything's changed forever, but it hasn't changed for everyone. At some

point it will change for everyone, but while that statement is true that I just made, there's a massive opportunity to create alpha in the market through that.

Our first core principle, or our second one, move fast.

There it yeah, there it is.

And that's hard for realtors.

Oh yeah, no, it well, it's hard for everyone that that wants to have a perfect output. It used to be really hard for me until I realized that the outputs can be iterated forward and I can get the output I want eventually while having something valuable as I do that. Um and moving fast is just moving smaller nine times out of 10.

Mhm. Very good. All right.

Thank you all.

We love you.

Yeah, absolutely. Yeah, no, I appreciate you guys giving me the opportunity. This is always fun.

All right.