How to Use ChatGPT to Market Your Next Listing
Want to tap into the potential of ChatGPT? Here’s how to use it to create copy and an A-to-Z marketing plan for your next listing.
ChatGPT has been out for a while now, and it has received mixed reviews. Many people cite its generic copywriting and tendency to provide error-filled information when asked to “think” independently. However, when you’re providing the information, it’s quite good at turning that information into a variety of different formats.
Want to create online and direct mail marketing for your next listing? Input the information once, and ChatGPT can format and re-format it to help you construct an entire marketing plan.
Marketing messaging
When you’re starting to organize your thoughts with the help of ChatGPT, you’ll want to gather some basic information about the listing. One way to do this is by asking the owners to provide their top 5 or 10 favorite features about the home. You can also do a thorough walk-through and base your marketing on the features that you know are the most in-demand among buyers in your area.
I created the following prompt to get started. For the purposes of this blog, I just chose some features that I commonly see in luxury homes that I write about:
I have a new residential listing with the following characteristics:
- luxury home
- 4890 square feet
- backyard living space with pool, terrace, greenspace, privacy fence
- chef’s kitchen with Wolf appliances, Shaker-style cabinetry, quartz countertops, butler’s pantry, walk-in pantry
- Owner’s suite with dual walk-in closets, en suite bath with vessel tub, separate shower
- Lower level guest suite with walkout to backyard
This is the response I got from ChatGPT:
That sounds like an impressive residential listing! Here’s a description highlighting the key characteristics of the luxury home:
Welcome to this exquisite residential listing, a true embodiment of elegance and luxury. Boasting a generous 4,890 square feet, this home offers a remarkable living space designed to exceed all expectations.
As you step into the backyard, you’ll discover a captivating oasis perfect for relaxation and entertainment. The well-appointed backyard features a pristine pool, a sprawling terrace ideal for al fresco dining, and a serene greenspace, all enclosed by a privacy fence. Whether you seek a refreshing swim, an evening gathering under the stars, or a peaceful retreat in nature, this backyard has it all.
Prepare to be inspired in the chef’s kitchen, where no detail has been overlooked. Showcasing top-of-the-line Wolf appliances, the kitchen is a haven for culinary enthusiasts. The exquisite Shaker-style cabinetry offers ample storage space, while the stunning quartz countertops provide both beauty and functionality. With a butler’s pantry and a walk-in pantry, you’ll have all the space you need to organize your kitchen essentials and entertain with ease.
Indulge in the ultimate luxury of the owner’s suite, thoughtfully designed to cater to your every need. Dual walk-in closets provide ample storage for your wardrobe, ensuring everything is meticulously organized. The en suite bath offers a tranquil escape, featuring a luxurious vessel tub for moments of relaxation, as well as a separate shower for a refreshing start to your day.
The lower level of this remarkable residence boasts a guest suite that offers privacy and comfort. With a walkout to the backyard, your guests can easily enjoy the outdoor amenities and experience the beauty of this remarkable property.
From impeccable craftsmanship to the finest details, this residential listing exemplifies luxury living at its finest. Don’t miss the opportunity to make this extraordinary house your new home.
Now that you have some basic language put together, you can use ChatGPT to adjust it for the specific needs of your marketing plan.
Property descriptions
Next, you’ll need a property description for your MLS. If you have an unlimited character count and like using super-long descriptions, you may be able to use the above description as-is. It would also be good for brochure copy or for a standalone property website.
Most MLSs have some type of limit for the length of the description. In addition, many agents and brokers prefer to have a more manageable length, often somewhere around 1000 characters.
I can ask ChatGPT to adjust this description for the MLS. However, it often struggles with character counts. You may have to correct it several times before it will count correctly.
I put in the following prompt:
Make this into a 1000-character MLS description that’s engaging and appealing to buyers.
Unfortunately, as it often does, ChatGPT gave me a new description that’s as long as the previous one. When this happens, you can correct it (as I did) by saying:
That was not 1000 characters
This is what I got back:
Apologies for that oversight. Here’s a revised MLS description that fits within 1000 characters:
Welcome to the epitome of luxury living! This magnificent residence offers 4,890 sq ft of pure indulgence. The backyard oasis features a sparkling pool, expansive terrace, and lush greenspace, all enclosed by a privacy fence. Inside, the chef’s kitchen boasts Wolf appliances, Shaker-style cabinetry, and quartz countertops. The owner’s suite is a haven of comfort with dual walk-in closets, an en suite bath with a vessel tub, and a separate shower. The lower-level guest suite offers backyard access. Impeccable craftsmanship and exquisite finishes abound. Live a life of unparalleled grandeur in this extraordinary home.
This is much shorter at 623 characters. Finally, after putting in “I want it to be 1000 characters”, I got back:
Apologies for the confusion. Here’s a revised MLS description that fits within 1000 characters:
Step into the epitome of luxury living! This magnificent residence offers an expansive 4,890 sq ft, enveloping you in pure indulgence. The backyard oasis is a true sanctuary, boasting a sparkling pool, expansive terrace, and lush green space, all thoughtfully enclosed by a privacy fence. Inside, the chef’s kitchen is a culinary masterpiece, featuring top-of-the-line Wolf appliances, elegant Shaker-style cabinetry, and stunning quartz countertops. The owner’s suite is a haven of comfort and style, complete with dual walk-in closets, an en suite bath featuring a vessel tub, and a separate shower. The lower-level guest suite offers privacy and convenience, with a walkout leading to the backyard. Impeccable craftsmanship and exquisite finishes are evident throughout, showcasing the attention to detail that has gone into creating this extraordinary home. Don’t miss the opportunity to live a life of unparalleled grandeur in this exceptional residence!
Character count: 997 characters
Video walkthrough script
If you want to create a YouTube video to showcase your listing, you can then put in the prompt:
Prompt: Turn the information for this listing into a YouTube script for a video walkthrough of the home
This is the script ChatGPT generated:
[Background music playing]
Host: Welcome to this exceptional luxury home walkthrough! Prepare to be amazed as we explore the stunning features and exquisite details of this remarkable residence. Let’s dive right in!
[Video footage shows the exterior of the home, showcasing the beautiful architecture and landscaping]
Host: Step into your own private paradise. The backyard is an oasis of relaxation and entertainment, featuring a sparkling pool, an expansive terrace for outdoor gatherings, and a lush green space surrounded by a privacy fence. It’s the perfect setting for creating unforgettable memories with family and friends.
[Video footage transitions to the chef’s kitchen, highlighting the Wolf appliances, Shaker-style cabinetry, and quartz countertops]
Host: The chef’s kitchen is a culinary enthusiast’s dream come true. Equipped with top-of-the-line Wolf appliances, the kitchen offers a seamless blend of functionality and elegance. The Shaker-style cabinetry adds a touch of sophistication, while the quartz countertops provide a stunning workspace. With a butler’s pantry and a walk-in pantry, you’ll have plenty of storage space to keep everything organized.
[Video footage showcases the owner’s suite, highlighting the dual walk-in closets and the en suite bath with a vessel tub and separate shower]
Host: Retreat to the owner’s suite, a sanctuary of comfort and style. The dual walk-in closets offer ample space to organize your wardrobe, ensuring everything is within reach. The en suite bath is a true haven of relaxation, featuring a luxurious vessel tub where you can unwind and a separate shower for a refreshing start to your day.
[Video footage transitions to the lower level guest suite, highlighting its walkout to the backyard]
Host: The lower-level guest suite provides privacy and convenience for your esteemed visitors. With its own walkout leading to the backyard, your guests can easily access the outdoor amenities and enjoy the beauty of this exceptional property.
[Video footage showcases the impeccable craftsmanship and exquisite finishes throughout the home]
Host: Every corner of this home showcases impeccable craftsmanship and exquisite finishes, reflecting the attention to detail that has gone into creating this extraordinary residence.
[Closing scene shows the exterior of the home]
Host: Don’t miss the opportunity to live a life of unparalleled grandeur in this extraordinary luxury home. Thank you for joining us on this exclusive walkthrough. For more information or to schedule a private tour, please contact our real estate team. Until next time, make this remarkable residence your new address!
[Background music fades out]
Postcard copy for the neighbors
Next, you’ll need direct mail collateral. We can create a Coming Soon postcard to send to the neighbors or a card to hand out when doorknocking the neighborhood:
Prompt: Create copy for a short postcard to send to the neighborhood advertising this listing
Here’s the postcard copy, along with design suggestions:
[Front of the postcard]
Image: A beautiful photo showcasing the front exterior of the luxury home.
Text:
Luxury Living at Its Finest!
Experience the Epitome of Elegance.
[Back of the postcard]
Image: A captivating image of the backyard oasis with the pool, terrace, and greenspace.
Text:
Escape to your own private paradise!
Discover this remarkable luxury home featuring:
- 4,890 sq ft of opulent living space
- Backyard oasis with a sparkling pool, terrace, and lush greenspace
- Chef’s kitchen with Wolf appliances, quartz countertops, and stylish cabinetry
- Owner’s suite with dual walk-in closets and a luxurious en suite bath
- Lower level guest suite with walkout to the breathtaking backyard
Don’t miss this opportunity to live a life of unparalleled grandeur!
Contact us today to schedule a private tour.
[Bottom section of the postcard]
Text:
Luxury Home
4,890 sq ft
Pool, Terrace, Greenspace
Chef’s Kitchen
Owner’s Suite
Guest Suite
Contact us for a private tour!
[Contact information]
Phone: [Phone Number]
Email: [Email Address]
Website: [Website URL]
Note: Design and formatting may vary depending on the actual postcard size and layout.
Social media copy
To generate social media posts, you can either specify the platform you’d like to advertise on (e.g., Instagram, Facebook, Twitter, etc.), or you can simply ask for social media posts. Here’s the way ChatGPT differentiates for different platforms:
Prompt: Create 5 high-engagement Instagram captions to advertise this property
- Caption: “Paradise found! 🌴 Step into a world of luxury living with this stunning home. Indulge in the backyard oasis, complete with a sparkling pool, expansive terrace, and lush green space. This is the ultimate retreat you’ve been dreaming of. #LuxuryLiving #BackyardBliss”
- Caption: “Calling all culinary enthusiasts! 🍽️ Elevate your cooking experience in this chef’s kitchen, featuring Wolf appliances, quartz countertops, and elegant cabinetry. Prepare gourmet meals and entertain in style. Your culinary dreams start here. #DreamKitchen #GourmetLiving”
- Caption: “Relax and rejuvenate in the owner’s suite fit for royalty. Dual walk-in closets, a lavish en suite bath with a vessel tub and separate shower – this sanctuary offers the perfect escape from the world. Treat yourself to a life of comfort and luxury. #OwnersSuite #LuxuryRetreat”
- Caption: “Welcome your guests with the utmost elegance! The lower-level guest suite with a walkout to the stunning backyard is a private retreat for friends and family. They’ll experience the best of indoor-outdoor living in this luxurious haven. #GuestSuite #LuxuryHospitality”
- Caption: “Immerse yourself in the epitome of luxury living. This home showcases impeccable craftsmanship and exquisite finishes throughout. From the grandeur of the backyard to the attention to detail in every room, this residence exudes sophistication at every turn. #LuxuryHome #DreamLiving”
Remember to pair these captivating captions with high-quality images that showcase the property’s features and allure.
Here’s how ChatGPT changed the information for Facebook:
Prompt: Create 5 high-engagement Facebook posts for this listing
Post #1:
Image: A stunning photo showcasing the backyard oasis with the pool, terrace, and greenspace.
Caption: “Your private paradise awaits! Dive into luxury living with this remarkable home’s backyard oasis. Imagine relaxing by the pool, hosting unforgettable gatherings on the terrace, and enjoying the lush green space. Experience the ultimate in outdoor living. #LuxuryLiving #BackyardBliss”
Post #2:
Image: An enticing photo of the chef’s kitchen highlighting the Wolf appliances, quartz countertops, and elegant cabinetry.
Caption: “Calling all food enthusiasts! This gourmet chef’s kitchen is a dream come true. With top-of-the-line Wolf appliances, quartz countertops, and stylish cabinetry, it’s a culinary haven. Prepare to indulge your inner chef and create culinary masterpieces. #DreamKitchen #GourmetLiving”
Post #3:
Image: A captivating photo showcasing the owner’s suite, featuring dual walk-in closets and a luxurious en suite bath with a vessel tub and separate shower.
Caption: “Luxury and comfort at its finest! The owner’s suite in this magnificent home offers dual walk-in closets and a spa-like en suite bath. Unwind in the vessel tub or enjoy the rejuvenating shower. It’s your personal retreat designed for pure relaxation. #LuxuryLiving #OwnersSuite”
Post #4:
Image: An inviting photo of the lower level guest suite, highlighting its walkout to the backyard.
Caption: “Welcome your guests in style! The lower-level guest suite with a walkout to the breathtaking backyard offers privacy and convenience. Let your loved ones enjoy their own secluded retreat, steps away from the outdoor beauty. #GuestSuite #LuxuryAccommodation”
Post #5:
Image: A collage of stunning interior shots, showcasing the impeccable craftsmanship and exquisite finishes throughout the home.
Caption: “Every detail speaks of luxury! From the stunning backyard oasis to the meticulous craftsmanship within, this home is a masterpiece of elegance. Immerse yourself in a world of sophistication and style. Your dream home awaits. #LuxuryLiving #DreamHome”
Remember to include eye-catching images and engage with the comments and inquiries from potential buyers to maximize engagement and interest.
TikTok
ChatGPT can also give you ideas for TikToks you can make:
Prompt: Give me 5 ideas for TikToks to advertise this property
TikTok Idea #1: “Luxury Home Tour”
Create a TikTok video showcasing a walkthrough tour of the property. Highlight the key features such as the backyard oasis, chef’s kitchen, owner’s suite, and guest suite. Use catchy music and text overlays to engage viewers and make them curious about the property.
TikTok Idea #2: “Before and After Transformation”
Create a captivating TikTok video that showcases the transformation of a specific area in the house, such as the backyard or kitchen. Start with a “before” shot, and then transition to an “after” shot revealing the stunning upgrade. This will capture viewers’ attention and generate excitement about the property.
TikTok Idea #3: “Cooking in the Dream Kitchen”
Film a TikTok video featuring a cooking demonstration in the chef’s kitchen. Prepare a delicious dish using the high-end Wolf appliances and showcase the beauty and functionality of the kitchen. Add fun text overlays and upbeat music to make it engaging and share-worthy.
TikTok Idea #4: “Poolside Relaxation”
Capture a TikTok video of someone enjoying the pool and terrace area. Show moments of relaxation, whether it’s lounging by the pool, sunbathing on the terrace, or hosting a small gathering. Add a catchy song and use creative transitions to make the video visually appealing.
TikTok Idea #5: “Luxury Living Tips and Tricks”
Create a series of short TikTok videos sharing tips and tricks for luxurious living. Each video can focus on a different aspect of the property, such as organizing the walk-in closets, styling the owner’s suite, or setting up a cozy outdoor space. Share practical ideas while highlighting the property’s features.
Remember to use popular TikTok trends, engaging captions, and appropriate hashtags to maximize reach and engagement with each video.
Things to watch out for when you’re using AI for marketing
Of course, ChatGPT can’t do everything for you. It is dependent on you and the input you provide. Here are some things to watch out for and adjust as needed:
Accuracy
If you don’t provide enough information, ChatGPT will start filling in with what it knows about other real estate marketing. Once, I was playing around with a property description for a home that did not have a kitchen (the house was under renovation at the time it hit the market).
ChatGPT talked about the beautiful chef’s kitchen that didn’t exist, simply because since I didn’t add kitchen info, it filled in the blanks on its own. Remember, you don’t want to be held liable for false advertising or incorrect information, so make sure you check and double-check your marketing materials for accuracy.
Style
ChatGPT can tend to use flowery, over-the-top language that I wouldn’t use myself. You know your own writing style, so don’t hesitate to adjust the copy you’re provided to make it sound more like you. In addition, I’ve noticed that ChatGPT uses a lot of exclamation points, which I advise you to avoid in property descriptions.
Relevance
ChatGPT pretty much always writes as if the home is beautiful and desirable and wonderful, and, of course, that’s just not always accurate. Don’t hesitate to tell ChatGPT to simplify the language if needed to make the tone of the marketing copy more relevant to the property itself.
Repetition
One thing I notice a lot in ChatGPT-generated copywriting is that it will get stuck on a word and use it over and over. For example, in that marketing messaging up top, you’ll find this passage:
From impeccable craftsmanship to the finest details, this residential listing exemplifies luxury living at its finest. Don’t miss the opportunity to make this extraordinary house your new home.
As you can see, the word “finest” is used twice in the same sentence, which reads a little awkwardly. Make sure you’re reading through the copy carefully to correct redundancies like this.
Protip: Do at least one read-through backward from the end of the copy to the beginning. That way, you’ll take the individual words out of context and have an easier time spotting redundancies or inaccuracies.
Character/word count
This is probably the thing that’s the most difficult. ChatGPT is just not good at getting the correct character or word count without emphasizing it in your prompts, sometimes a few times. My suggestion is to have it create the description first, then start working on getting it to limit the length in subsequent prompts.
The good thing about ChatGPT is that it will remember the information it’s working with, so you can have it generate and regenerate different versions based on the input you’ve previously provided. That way, you’re not having to re-enter the information again and again.
Fair Housing
ChatGPT has virtually no concept of fair housing laws and regulations. Make sure that you are checking the marketing copy yourself to ensure that you’re 100 percent in compliance.
Local regulations
Similarly, different states and associations require different identifying information for your business and brokerage. ChatGPT doesn’t know this, so you need to make sure that your postcard, online content, and other elements are in compliance.
ChatGPT is not a magic bullet. It’s not a professional copywriter, nor is it a licensed real estate professional. It’s a tool that you can use if you enjoy creating your own marketing materials, but the finished product is only as good and accurate, and compliant as you make it.
The biggest thing to remember is that the output from ChatGPT isn’t better than human writing. It’s a jumping-off point that you can refine to create marketing material that will appeal to the type of buyer you’re focusing on and the market you serve.
The best thing about ChatGPT? You’ll never again have to fear the blank page or dread the feeling of “writer’s block.” You’ll always have a first draft to get you started — one that you can make work for you and your next listing.
Christy Murdock is a content marketing consultant, copywriter, and copyeditor specializing in the real estate industry. She is a frequent contributor to Inman and writes for a host of industry-leading companies and individuals. Connect with her company, Writing Real Estate, on Instagram, and subscribe to her weekly roundup, The Ketchup.
POWER AGENTS, head here in your classroom for Christy’s powerful presentation on the topic: How to Use ChatGPT to Market Your Next Listing.
See you there, and THANKS, Christy for sharing your knowledge and expertise with us!