I’ve heard some weird notions about AI lately from the real estate industry.
We’ve got some agents who think using ChatGPT is lazy (it’s only lazy if you don’t understand the layers and the potential and don’t bother fact-checking or adding a human element).
Then, we’ve got some agents who think they’re ahead of the curve just because they’re using ChatGPT.
While I would say the latter is a great start, it’s a bit like saying you’re a master chef because you own a good knife or selling a mansion with just one photo.
The reality is, ChatGPT is just one tool in what should be a much broader AI toolkit.
As someone who’s spent countless hours testing different AI platforms with real estate professionals, I’ve discovered that several AI tools have their own superpowers.
And trust me, with increasing consumer demands, you want all the superpowers you can get.
Quick sidebar – when I talk about AI tools like ChatGPT, Claude, and Gemini, I’m talking about what techies call “large language models” or LLMs.
Think of them like incredibly well-read assistants who’ve digested billions of documents, from property listings to market reports to business books.
They use all that knowledge to help us write, analyse, and create content.
But just like human assistants, each one has different strengths and specialities – which is precisely why I think you need a variety of things in your toolkit.
The OG Isn’t Always the Answer
Yes, ChatGPT is the ‘OG’ of accessible AI, and it’s fantastic for many tasks.
But it’s like that friend who tries to be good at everything – sometimes you need a specialist.
Take Claude, for instance.
Not only does it handle longer content with a bigger query window (perfect for transcribing those meetings or podcasts), but I’ve found it’s actually a far better writer.
Its outputs are more nuanced, with a more natural flow that needs less editing.
When I’m working on something that needs that extra polish – Claude is my go-to because it captures those subtle details and sophisticated language patterns that ChatGPT sometimes misses.
Or take Perplexity – it’s become my go-to when I’m looking for original sources and fact-based research about market trends or property specifics.
Unlike ChatGPT, which sometimes gets a bit creative with its facts, Perplexity pulls from current sources and shows you exactly where it got its information.
That’s gold when you’re preparing market reports or buyer information packages, for which I would recommend taking Perplexity’s sources and throwing them into a tool like Google Notebook LM.
Different Tools for Different Tasks
Here’s a practical example: When I’m helping agents craft their marketing materials, we often use multiple AI tools in sequence.
We might start with ChatGPT for the initial creative work and ideation, then elevate it in Gamma to create stunning, presentation-ready documents that actually look like they were crafted in 2024.
The days of death-by-PowerPoint are over – your market updates and client presentations can now have that premium, designed feel without hiring a graphic designer.
And let’s talk about social content – while ChatGPT is brilliant at coming up with clever concepts for social media and meme ideas, I’ll then take those concepts over to Ideogram to actually generate the visuals.
This two-step process gives you the best of both worlds: ChatGPT’s creative thinking for the concept, and Ideogram’s specialised image generation capabilities for the execution.
It’s about using each tool for what it does best.
Making the Investment
Yes, maintaining subscriptions to multiple AI tools comes with a cost.
But let’s put this in perspective – what’s your hourly rate?
If these tools can save you even a couple of hours each week (and trust me, they can save you much more), they’ve more than paid for themselves.
A $25 monthly subscription for an AI assistant that doesn’t need coffee breaks or annual leave?
That’s probably the best ROI in your business.
Looking Forward
The real estate industry is at a fascinating crossroads.
Those who understand how to leverage different AI tools for different tasks will have a significant advantage – at least until the rest of the industry catches up.
Right now, we’re in that sweet spot where AI can be a genuine differentiator in your business.
My advice? Don’t put all your eggs in one AI basket.
Experiment with different tools, understand their strengths and weaknesses, and build a toolkit that works for your specific needs.
The future of real estate isn’t about having access to AI – it’s about knowing how to use the right AI tool for the right job.
And remember, these tools are evolving rapidly.
What worked yesterday might not work tomorrow, and what seems cutting-edge today might be standard practice next month.
Stay curious, keep testing, and don’t be afraid to experiment with new tools as they emerge.
The winners in tomorrow’s real estate market won’t be those who first adopted AI – they’ll be the ones who learned how to orchestrate multiple AI tools to create exceptional client experiences.
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