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6 minute read

In any real estate market, roughly only 2% of the population is actively engaged in buying or selling properties at a given time.

The real challenge for agents lies in reaching and influencing the other 98%—those not immediately involved in the market. How can you capture the attention of this majority, who might seem indifferent now but could be your future clients? The answer is through consistent, insightful content that establishes your credibility and keeps you top-of-mind.

If every agent in your market is saying, “We’re number #1” (and they are!), how do you cut through the public perception, with the people that don’t know you, that every agent is just the same?

But creating content is hard. And creating useful content regularly is hard. But what if there was a way to create compelling market reports on any suburb in seconds that you could then share with your database and social media followers?

Using the advanced capabilities of ChatGPT with GPT-4, real estate agents can efficiently generate compelling, data-driven market reports in seconds. This powerful content not only serves those currently in the market but also engages the passive majority, building a foundation of trust and expertise that will pay dividends when they are ready to act.

What You’ll Need

  • ChatGPT Plus (paid version with GPT-4 – $25 USD per month): This tool allows for robust data processing, including the ability to upload and analyse documents and statistical data.
  • Market Statistics PDF: Essential data should be compiled into a PDF detailing current trends and statistics for a specific suburb, preferably sourced from a trusted source like CoreLogic, Pricefinder etc.

Step-by-Step Guide

Preliminary Considerations

Data privacy and security are paramount, especially when handling detailed data from third-parties.

Checking Data Source Requirements

When you’re using third-party data, like that from CoreLogic or other real estate data providers, you must first confirm if there are specific prerequisites or conditions for using their data with AI technologies. This step ensures compliance with data usage policies and respects the terms of service agreements.

Safeguarding Data

As an additional safety measure, data providers might require you to adjust the settings of the AI tools you employ. This might include turning off features that allow AI models to learn from the data you input. Such precautions help prevent any unintended use of the data and ensure that proprietary information remains secure.

This approach not only safeguards the data but also aligns with ethical standards for data use, ensuring that all stakeholders maintain trust in how their information is handled and represented.

In ChatGPT, visit Settings > Data Controls

Step 1: Prepare Your Data

Organise your PDF to ensure it contains relevant and up-to-date market data such as property prices, market demand, rental yields, and other key metrics. Or, for a quicker solution, download a suburb statistics report via your subscription to CoreLogic RP Data or Pricefinder etc:

Source: CoreLogic RP Data

Source: CoreLogic RP Data

Step 2: Upload Your PDF to ChatGPT

  • Access your ChatGPT account on the paid plan.
  • Use the file upload feature to select and upload your market statistics PDF.

Step 3: Set Your Prompt

Guide ChatGPT with a prompt like:

“Please summarise the data in the attached suburb statistics report for Woolloomooloo in an 800-word blog article. I will be sharing this blog article with local homeowners to establish me as the trusted real estate expert in the area. Please attribute the data to the source, being {insert_source_here}.”

It’s important always to reference and attribute any data you produce back to the source. This is also a requirement in many cases.

Be sure to experiment with different variations of this prompt to achieve your desired output. For example, you might ask ChatGPT to produce a number of social media post ideas to promote your article.

ChatGPT will then process the PDF’s data to create a comprehensive market report, providing valuable insights and forecasts.

Step 5: Review and Edit

Ensure the report’s accuracy and tailor its content to resonate with both active buyers/sellers and the broader community.

Step 6: Publish and Promote

Distribute the final report through your blog and social media. This will not only engage your direct audience but also improve your SEO and broaden your online presence.

Extra Tip:

ChatGPT, and most AI tools for that matter, are very US-biased. However, you can train/customise ChatGPT to your own tone of voice, verbiage and language style that you prefer by selecting “Customise ChatGPT” and providing custom instructions that will be used by ChatGPT in the responses it provides back to you – making the platform more aligned with how you like to speak, i.e. written in UK English for example. You could even upload a short snippet of your own writing so ChatGPT can understand and attempt to mimic your tone of voice.

Conclusion

Leveraging AI tools like ChatGPT to create high-quality content allows real estate agents not just to reach but engage a broader audience, planting seeds of trust and expertise today that will grow into tomorrow’s client relationships. This approach isn’t just about staying relevant; it’s about being proactive in a marketplace that values expertise and accessibility. By routinely generating and sharing detailed market reports, you demonstrate an ongoing commitment to providing value, regardless of whether someone is ready to enter the market immediately or simply staying informed.

The example we’ve shared about creating market reports serves dual purposes.

  1. They are pivotal in keeping your existing database engaged, and
  2. They play a crucial role in organic search strategies.

Well-crafted content that resonates with a broad audience boosts your website’s visibility and attractiveness to search engines, enhancing your digital footprint and drawing more visitors to your site.

Furthermore, as these reports accumulate over time, they build a rich repository of resources on your website. This library becomes a valuable tool for client education and a testament to your depth of knowledge, reinforcing your position as a market leader.

Think about the amount of time it takes you or your team to write great content, notwithstanding the time it takes to come up with the idea of what to write about – all of which takes you and your team away from face-to-face interactions with your clients and prospects.

Embracing these AI tools is about ensuring your team can focus on what they do best—building relationships and closing deals.

Disclaimer:

This article is for educational purposes only and is intended to provide general guidance on the use of AI tools for creating real estate market reports. Before implementing any of the strategies discussed, we strongly recommend conducting your own due diligence and considering the specific circumstances of your business. While AI tools like ChatGPT can significantly enhance efficiency and content quality, they do not replace the nuanced understanding and personal touch that a professional can provide. Users should be aware of the risks associated with data accuracy and relevance and are advised to review and edit all AI-generated content to ensure it meets the highest standards of accuracy and professionalism. We are not responsible for any direct or indirect repercussions that may arise from the use of information contained in this article. Always consult with a professional advisor or legal expert to ensure compliance with all applicable laws and industry regulations.

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