AI Is Not for Shortcuts

Artificial intelligence (AI) can be a powerful tool for real estate agents to use — in fact, ChatGPT is built right into our CRM Cloze and tailored to use for real estate. Companywide listing information is synchronized into the CRM, meaning that you can instantly generate listing descriptions, newsletters, emails and more. It's just one of many ways that you as a real estate agent can leverage cutting-edge technology in your business practice. 

That being said, AI must be implemented carefully, and it is not for shortcuts. Because largescale text-generative AI chatbots like ChatGPT are still fairly new technology, they are prone to error. While these types of predictive tools are always "learning" or integrating new information, they are still operating on a fixed program and limited library of content. "Content that you generate from ChatGPT may be repetitive, inaccurate, strangely worded or contain typos," said Dina Lissner, designated managing broker of the Baird & Warner Highland Park office.

"You have to be careful," added Amanda Barker, learning and engagement coordinator at Baird & Warner. "Using AI as a shortcut could also threaten your reputation with clients." If you've been regularly communicating with a client and suddenly switch to AI-generated responses, your client might take notice and find it impersonal, or like they are no longer a priority. "When you get a piece of AI-generated content, always read through it for errors or rephrase it to be more aligned with the way you write and speak," Amanda concluded.

Yes, tech tools like ChatGPT are a great way to save yourself time and streamline your workflow, but you can't rely on them to run your business for you. Authenticity and transparency should always come first, and will make for better client relationships and bigger returns in the long run.