04.15.2024 PropStream
In the fast-paced realm of real estate, leveraging cutting-edge tools is vital to balancing the expansive responsibilities of an agent. From creating personalized postcards to fine-tuning cold call scripts, harnessing the potential of ChatGPT and other AI tools can elevate your outreach efforts.
However, while automation is a powerful ally, striking a balance with the human touch ensures authenticity. This guide delves into the dos and don'ts of using ChatGPT for prospect outreach, helping you save time on written materials while avoiding sounding robotic or cold.
Key Takeaways:
While AI tools like ChatGPT streamline writing processes, it's essential to customize messages for each demographic. Provide a detailed prompt specifying the marketing type, target audience, and communication goal for effective AI-generated content.
Leverage AI for creating follow-up messages to nurture client relationships, whether with past clients or new leads. Automation can streamline the follow-up process, ensuring consistency and persistence in communication.
While AI is valuable for initial and follow-up communications, avoid letting ChatGPT handle all interactions to maintain authenticity, address specific queries, and build genuine connections.
AI tools can generate content, but it's vital to fact-check critical information. For accurate details, especially in market analyses or neighborhood stats, verify data independently to maintain credibility.
Do: Tailor Your Messages
ChatGpt and other AI tools can streamline your writing process for sending messages; however, you should still consider your demographics and tailor your messaging to each.
To do this using AI, provide a detailed prompt, laying out exactly what type of marketing you’re using (e.g., email, text, postcard, cold call), who it’s for, and your goal with this communication.
Example (taken from ChatGPT): |
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Prompt: Provide an email template for a listing agent who is trying to persuade a homeowner in preforeclosure to list with them. |
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Result: Subject: Guidance in Pre-Foreclosure: Let's Navigate Together Dear [Homeowner's Name], I'm [Your Name], a real estate professional specializing in pre-foreclosure situations. I understand the challenges you're facing and have successfully assisted homeowners like yourself. My approach includes a comprehensive market analysis, expert negotiation, tailored marketing, transparent communication, and access to legal resources. I'm committed to guiding you through this process with expertise and care. Let's discuss how we can work together to secure the best outcome for you. Reach me at [Your Phone Number] or [Your Email Address]. I'm here to help. Warm regards, [Your Full Name] [Your Real Estate Agency] [Your Contact Information] |
Related: 7 Ways Real Estate Agents Can Use ChatGPT to Scale Their Business
Do: Use ChatGPT to Craft Engaging Opening/Subject Lines
The first line of your text message will make or break your attempt to have your recipient read your entire pitch. This same principle applies to an email’s subject line and the copy on the front of a postcard.
ChatGPT and other AI writing tools can help create an engaging hook to intrigue your prospects, even if you have already crafted the rest of your pitch. In your prompt, you’ll want to include your pitch if you already know what you want to say.
Example (Taken From ChatGPT): |
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Prompt: I need an engaging subject line for this email message: Hello Sarah! I'm John Smith, a real estate agent with over five years of experience selling in Sunset Cove. I noticed you have a senior tax exemption and have lived at your current property for 30 years. With several stories and 4+ bedrooms, you may be ready to downsize. I've helped several senior homeowners like you find the home of their dreams. Would you be interested in setting up a time to hop on a call so I can learn more about your situation and goals for your next property? |
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Result: Subject: Unlocking New Chapters: Let's Discuss Your Next Home Adventure, Sarah! |
Do: Generate Questions That Prompt Open-Ended Responses
Including questions in your pitch allows your prospects to tell you more about their expectations, goals, etc. Additionally, leaving space for questions shows that your approach is centered around your client rather than what you have to gain from the transaction.
When generating questions using an AI tool, provide context into the type of client you’re reaching out to and who you are professionally to ensure the most catered questions.
Example (Taken From ChatGPT): |
| Prompt: Provide five open-ended questions I can use in a postcard marketing campaign as a real estate agent trying to get divorce leads to list with me. |
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Result:
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⚡Pro Tip: Avoid using too many questions in your pitch and overwhelming prospects. One is typically good per email, postcard, text message, etc., especially if the copy is short.
Do: Utilize ChatGPT To Create Thoughtful Follow-Up Messages
Following up with past clients is crucial to nurturing relationships that lead to repeat business and referrals.
Reaching out to past clients with neighborhood stats, a free home valuation update, thanking them for their past business, wishing happy holidays, or offering congratulations for a life milestone (wedding, child’s graduation, having a baby/adopting, etc.) shows that you value them and pay attention.
Follow-up is also essential when trying to pursue a new lead. 80% of sales require at least five follow-ups after the initial connection. However, many entrepreneurs give up after their first follow-up is ignored.
Just because a lead has not responded immediately doesn’t mean they aren’t interested in your services. They may have been busy when they opened it, don’t prefer that method of communication, etc. So, consider following up several times and mixing up your marketing methods.
That said, you can take advantage of automation methods for follow-up messages. ChatGPT can be excellent for this if you provide a suitable prompt and proofread your results before sending them.
Example (Taken From ChatGPT): |
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Prompt: I'm a real estate agent following up with a senior homeowner lead to get them to list their property with me. I need the following materials:
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Result: Email 1: Initial Follow-Up Subject: Unlock the Potential of Your Home with Expert Guidance Dear [Homeowner's Name], I hope this message finds you well. As a local real estate expert, I specialize in assisting senior homeowners like yourself in navigating the selling process seamlessly. Your property holds immense value, and I'd love the opportunity to discuss how I can help you achieve your goals. Could we schedule a brief call at your convenience to explore your options? Best regards, [Your Full Name] [Your Contact Information] Text Message: Gentle Follow-Up Hi [Homeowner's Name], it's [Your Name], your local real estate agent. I'd love to chat about your property and how I can assist you. When's a good time for a quick call? Email 2: Personalized Follow-Up Subject: Tailored Solutions for Your Next Chapter Dear [Homeowner's Name], I hope you’re having a wonderful day. I wanted to follow up on my previous message regarding your property. Your home is unique, and my goal is to provide you with personalized solutions for a seamless transition. When you're ready, let's connect to discuss how we can make your real estate journey smooth and successful. Best regards, [Your Full Name] [Your Contact Information] Cold Call Script: Warm Introduction "Hello, this is [Your Name] calling from [Your Real Estate Agency]. I trust you're doing well today. I specialize in assisting seniors with their real estate needs and noticed your property might be a perfect fit. I'd love to discuss how I can tailor my services to meet your goals. Would it be convenient for you to chat for a few minutes?” Postcard Template: Inviting and Personalized [Front of the Postcard] Image: A warm, inviting picture of homes with seniors enjoying a vibrant community. Text: "Unlock a New Chapter with [Your Name], Your Senior Real Estate Specialist!" [Back of the Postcard] Dear [Homeowner's Name], Your home has a lifetime of memories, and I understand its value. As a senior real estate specialist, I'm here to guide you through a seamless selling process. Let's chat about your goals and create a personalized plan for your next adventure. Call or email me anytime! Best regards, [Your Full Name] [Your Contact Information] |
⚡Pro Tip: If you use ChatGPT or any other AI tool to generate follow-up messages, read them back to ensure they make sense for the recipient and don’t sound too robotic. Also, consider running them through a grammar checker to ensure punctuation is correct and wording is concise.
Don't: Rely Solely on Automated Messages
ChatGPT can help create marketing materials and automate communications during the initial outreach or follow-up process. However, once you get messages returned, you may want to start responding independently.
It can be easy to miss specific questions, send the wrong template to the wrong recipient, or have ChatGPT misunderstand the conversation context. Incorporating a human touch is crucial for maintaining credibility and building relationships within your community, so don’t let ChatGPT or another AI tool do all the talking for you.
Don't: Create Generic Messages for All Your Contacts
Avoid using ChatGPT to generate content that lacks personalization or doesn't address the prospect's specific needs. If you send one general pitch to all your prospects, your recipients may pick up on this.
If they assume you don’t have time to craft a well-thought-out pitch or message specific to their needs, they may question how much time you have to serve them as their agent.
Don't: Use ChatGPT to Provide Important Information Without Fact-Checking
While ChatGPT and other AI tools can generate straightforward content, they’re not always the best resource for providing accurate and up-to-date information. In fact, ChatGPT has a disclaimer on its page stating that important information should be fact-checked, as the tool can make mistakes.
For things like neighborhood stats, pricing estimates, and other information you’d include in a market analysis, you may want to look this information up yourself or double-check your AI tool’s answers for accuracy. Studies show that 23% of home sellers cite accurate home pricing and evaluations as their main reason for working with an agent, so you don’t want to gloss over this aspect.
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AI writing tools like ChatGPT are taking the internet by storm.
With the ability to write emails, postcards, texts, cold-calling scripts, and more, entrepreneurs are enthralled with their time-saving component. However, it’s important to remember that some use cases are more suitable for this technology than others.
If you need to run accurate comps, perform a market analysis, or uncover other detailed information about a property or region, PropStream It!
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