1000’s of actual property brokers are discovering fascinating makes use of for the ChatGPT synthetic intelligence chatbot utility. Actual property professionals can create a wide range of instructional supplies with this utility, together with long-form content material like articles and e-books.
I in all probability don’t have to inform you what ChatGPT isseeing as the way it has been within the information continually for practically three months. So let’s simply concentrate on what’s new about it.
The most recent model of this program makes it simpler to create in-depth and complete instructional content material, corresponding to articles, weblog posts and even e-books. In an actual property context, brokers can now use this utility to create high-quality instructional supplies that serve their audiences.
New Model of ChatGPT Launched in March 2023
The ChatGPT AI program has undergone a number of developments, because it was first made public again in November 2022. The most recent model presents numerous spectacular options that actual property brokers might use for content material creation functions.
In accordance with OpenAI, the American synthetic intelligence analysis laboratory that created this utility:
“GPT-4 is able to dealing with over 25,000 phrases of textual content, permitting to be used instances like lengthy type content material creation, prolonged conversations, and doc search and evaluation.”
On this context, long-form content material refers to prolonged articles, weblog posts, guides and e-books. Actual property brokers can use ChatGPT to create all these advertising and academic supplies, with unbelievable quickness and ease.
Actual Property Advertising Purposes
Let’s face it, actual property is a knowledge-based enterprise. Individuals rent brokers for his or her detailed information of the house shopping for or promoting course of. Because of this, these actual property professionals who can finest exhibit their information and experience are inclined to have a better time attracting purchasers.
Creating instructional content material is one solution to exhibit such information.
Take running a blog for instance. Some brokers within the U.S. excel at running a blog and often publish detailed market updates, housing reviews, and associated data. This enables them to showcase their information, whereas additionally attracting guests via the main engines like google.
However running a blog is simply one means that actual property brokers can use ChatGPT. They might additionally use it to create much more complete instructional supplies, corresponding to residence shopping for seminars and e-books. As an example, brokers would possibly create an in depth home-buying information particular to the native markets they serve.
These sorts of instructional supplies might assist brokers distinguish themselves in a crowded discipline, whereas as soon as extra showcasing their native market information and experience. This was all the time the case. ChatGPT simply makes it rather a lot simpler.
One Key Limitation: Present Occasions
In accordance with the builders, ChatGPT has restricted information of occasions which have taken place since 2021. Due to this limitation, actual property brokers in all probability received’t be capable to use it to create present assessments of the native actual property market.
That is one space the place a “hybrid” strategy would possibly work finest. Right here’s an instance of what it’d appear to be.
An agent might start a weblog submit or report by citing statistics that present how shortly houses are promoting within the native space. They might clarify what this implies for consumers, when it comes to making a suggestion and negotiating with sellers.
After that, the agent might shift gears and have ChatGPT supply some suggestions for purchasing a house in a extremely aggressive market. The top outcome can be a helpful report based mostly on present market developments, adopted by some useful recommendation for the meant viewers. In different phrases — higher content material.
So although the present model of ChatGPT has a information lag, it may possibly nonetheless be extremely helpful in relation to content material creation. Actual property brokers can apply some creativity to get round this limitation, whereas nonetheless having fun with the advantages the applying supplies.
A Content material ‘Arms Race’ on the Horizon?
Actual property brokers can use ChatGPT’s AI know-how to create content material sooner and extra simply than ever earlier than. Due to this, we are going to seemingly see an “explosion” of machine-generated content material over the approaching weeks and months. In reality, we’re seeing indicators of such a development already.
It’s the content material equal of an “arms race.” Out of the blue, each actual property agent has the flexibility to create a excessive quantity of content material, even when they lack the writing expertise wanted to do it on their very own.
Which begs the query, how will all of this play out when it comes to search engine rankings and visibility? Google has not too long ago clarified its stance on machine-generated content material. The corporate claims it is not going to search to penalize such content material (within the type of decrease rankings), so long as it serves folks indirectly.
They not too long ago addressed this topic in a weblog submit on the Google Search Central Weblog, stating:
“Our concentrate on the standard of content material, quite than how content material is produced, is a helpful information that has helped us ship dependable, top quality outcomes to customers for years.”
They go on to elucidate that content material that actually goals to assist folks could be thought-about “high quality” content material, even when it’s generated by AI platforms like ChatGPT.
We’re coming into uncharted territory right here, when it comes to the content material functions of those applied sciences. So we don’t but understand how all of this can play out in the long run.
For now, actual property brokers who use ChatGPT to create instructional content material ought to be sure that their supplies really assist their viewers. This sort of people-first strategy brings many advantages for content material creators, above and past search engine rankings.
Brandon Cornett is a veteran actual property market analyst, reporter, and creator of the Residence Shopping for Institute. He has been overlaying the U.S. actual property marketplace for greater than 15 years. Concerning the creator