When I got my real estate license back in 2015, I thought it would be amazing if I was able to give people “interactive tours” of listings on YouTube. My idea was to create a series of videos that would allow people to casually navigate through each room of the house from the comfort of their own home. At the end of each video there would be a call-to-action to ‘turn left’ or ‘turn right’ with a link to the video that would allow them to take that action. I shared my idea with a friend, and about a week later he shared an article with me about a company that created a way to allow people to virtually walk through homes at their own speed (much better than my idea), in any direction they wanted to. The product – as you probably already guessed – was Matterport, and the technology was relatively new.
Matterport enhances real estate marketing by expanding the reach of people who can tour a listing, and by doing so in a highly immersive and interactive way. Fast forward close to a decade later, and today, large language models like Gemini, and ChatGPT also have the ability significantly impact your real estate marketing in a positive way.
Before We Dive In
If I were to get on a soap box for a minute, I would tell you that in marketing there are 3 things that you have to nail. There are 3 things that are absolutely critical to get right; and a fourth that’s important as well:
- You must, must, must be visible.
- You need crystal clear and compelling copywriting, and
- You’ve got to have a solid offer.
- It also helps to have “creative” creative, i.e. creative that is actually creative.
Large language models won’t directly increase visibility (more on that below), but they can revolutionize your content and copywriting, help with ideation, and save you a ton of time. Here are just a few ways.
Impact On Content Creation: Property Descriptions
As a natural language processor, the most “natural” way to use Gemini or ChatGPT is to help you write, or edit. For example, you can use them to help you write engaging property descriptions in a matter of seconds.
A Simple Case Study
Here’s an example from a listing I found on the MLS in my area. I gave ChatGPT the following command: write an engaging property description for the following address: xx95 George Hildebran School Rd, Hickory, NC. Here’s what it come back with:
“Welcome to xx95 George Hildebran School Rd, a stunning property that perfectly blends modern amenities with natural surroundings. Nestled in the heart of Hickory, NC, this home offers the perfect balance of convenience and privacy.
As you approach the property, you’ll be greeted by a lush and well-maintained yard, giving you a sense of tranquility and serenity. The exterior of the home is equally impressive, with a beautiful brick facade that exudes elegance and charm.
Step inside and you’ll be greeted by an open and spacious layout, perfect for modern living. The living room boasts a cozy fireplace, making it the perfect spot to relax and unwind after a long day. The kitchen is a chef’s dream, with ample counter space, modern appliances, and plenty of room for dining and entertaining.
The home offers four spacious bedrooms, including a luxurious master suite that features a private balcony and stunning views of the surrounding landscape. With three full bathrooms, this home is perfect for families or anyone who loves to entertain guests.
But the true highlight of this property is the outdoor living space. With a beautiful deck and an expansive yard, you’ll have plenty of room to enjoy the great outdoors. Whether you’re hosting a summer barbecue or just relaxing with a book, this backyard is sure to become your favorite spot in the house.
Located just a short drive from all the amenities that Hickory has to offer, including shops, restaurants, and entertainment options, this property truly offers the best of both worlds. Don’t miss out on this incredible opportunity to make this stunning property your own. Schedule your showing today and start living the life you’ve always dreamed of!”
In a matter of seconds, I had a 93% accurate property description, that was written in an engaging way. It just needed a little bit of fine-tuning to make it 100% accurate.
Impact on Social Media: Creating Text For Posts
Taking what was written above, my next prompt was to condense it into a social media post.
Prompt: Condense this property description into an easy to digest social media post.
Response: “Stunning modern home at xx95 George Hildebran School Rd, Hickory, NC. Luxurious amenities, cozy fireplace, chef’s kitchen, and a beautiful deck with an expansive yard. Don’t miss out on this incredible opportunity. Schedule your showing today!”
Pretty good. But, let’s say we want to focus on the massive yard and square footage.
Prompt: Rewrite with a focus on the yard, and square footage.
Response: “Experience the best of both worlds in this stunning modern home at xx95 George Hildebran School Rd, Hickory, NC. With an expansive yard and 4,200 sqft of living space, this property offers plenty of room for both indoor and outdoor living. Don’t miss out on the opportunity to make this luxurious property your own. Schedule your showing today!”
Great. Now all I’d need to do is attach some photos or a video and I’d be good to go.
Impact On Ideation: Video Ideas
Now that we have some solid copywriting for our property description, and a social media post, let’s see if ChatGPT can give us any ideas for shooting a video for the property.
Prompt: Give me some ideas for shooting a video for this property.
Response: Sure, here are some ideas for shooting a video of the property:
- Start with an aerial view of the property to showcase its size and location in the beautiful surroundings of Hickory, NC.
- As you enter the property, highlight the beautifully landscaped front yard, and walk towards the entrance to showcase the entrance of the property.
- As you walk through the property, focus on the stunning interior features such as the cozy fireplace, chef’s kitchen, and spacious living area.
- Showcase each of the five bedrooms, highlighting their unique features such as built-in storage or walk-in closets.
- Give a tour of the three luxurious bathrooms, highlighting the modern fixtures and design.
- Highlight the 3 car garage, and the ample storage space it provides.
- Show off the expansive yard, featuring the beautiful deck and outdoor living space perfect for relaxing and entertaining guests.
- End the video by showcasing the amazing location of the property, with easy access to schools, shopping, and dining options.
Impact On SEO
Content creation is an integral part of search engine optimization because it helps search engines better understand what your website is about, your specialties, and the reliability of your business as a source. Large language models, as seen above, can quickly help you generate great content. However, it should be noted that search engines tend to prefer what is referred to as E-A-T, which stands for expertise, authoritativeness, and trustworthiness. So, don’t rely too heavily on Gemini or ChatGPT to generate all of your content. When developing content for your website, I recommend using these tools primarily for ideation, editing, and helping with conclusions.
Conclusion
Technology has had a tremendous impact on real estate over the years, but one thing remains constant in marketing: visibility, compelling copywriting, and a solid offer are still critical to success. Today, technology like Gemini and ChatGPT can significantly impact your real estate marketing by revolutionizing your copywriting process and saving you time. By utilizing these large language models, real estate agents like yourself can create engaging property descriptions, deliver captivating social media posts, brainstorm ideas for video production and other creative endeavors, and help with SEO through content creation. And this is just the tip of the iceberg.