To say AI has changed the game for real estate agents could be the understatement of the year. But the biggest opportunity isn’t simply using AI. The real opportunity is knowing what to use it for.
That’s where many agents are still stuck. They’ve experimented with ChatGPT. They’ve asked it to write a listing description or maybe help with a social media post. But they haven’t turned it into a system that helps them solve the real challenges in their business. The difference comes down to intentionality.
5 AI prompts for real estate agents
The agents who get the most out of AI are not just asking random questions. They are using specific prompts tied to specific business outcomes. Here are five AI prompts every real estate agent should be using right now.
1. The ‘help me help you’ AI recommendation prompt
One of the biggest opportunities for agents right now is being recommended by AI. For years, agents focused on SEO or search engine optimization. That still matters, but we are quickly moving into the world of AEO or answer engine optimization.
Consumers are beginning to ask AI tools questions like:
- “Who is the best real estate agent in my area?”
- “Who should I use to sell my home?”
- “Who specializes in waterfront homes near me?”
That means agents need to think about how AI sees them. This prompt will give you the plan of what to do to become the agent AI recommends.
Act as an AEO expert specializing in helping real estate agents to be recommended by AI. Please analyze the real estate agents currently recommended for the area or neighborhood I serve in AI. Based on my bio, niche and content style, identify where I might improve my messaging, where prospects might feel uncertainty about me, and how I can improve my ability to be recommended by AI. Please rewrite my bio and make suggestions for content that will show me as a local authority without being salesy or braggadocious. Feel free to ask me for any information you need or to ask me as many questions as needed to provide me with the best output possible.
This prompt helps you identify where your online presence may be unclear. It also helps you create messaging that positions you as a trusted local authority without sounding like you are bragging.
2. The ‘listing marketing blueprint’ prompt
Listings require more strategy today than they did a few years ago. In many markets, homes are sitting longer. Sellers are more anxious. Buyers are more selective. That means the agents who win listings today are the ones who show up prepared with a stronger plan of action.
This prompt helps you create that plan:
Act as a real estate marketing expert. Please create a complete marketing plan for a new listing I am taking at [address]. Include a pre-launch marketing strategy, day-of-launch strategy, lead generation marketing and a follow-up system for the leads generated. My budget for this marketing plan is [budget]. The timeline for this marketing plan is [number of days]. My primary marketing channels are [social media, direct mail, video production, etc.]. Feel free to ask me as many questions as needed to prepare the most effective plan possible.
Once AI gives you the plan, don’t stop there. Customize it. Remove what you won’t do. Add what you will do. Then use this follow-up prompt:
Please remove (the parts you are not going to do), add (the things you plan to do not included in AI recommended plan) and put this into a presentation format I can share with the seller at the listing presentation.
This is where AI becomes more than a time-saver. It becomes a listing conversion tool. When you show up to a listing appointment with a clear marketing plan, you are no longer just telling the seller what you will do. You are showing them. That creates confidence. Confidence creates trust. Trust creates listings.
3. The ‘stats tell, stories sell’ prompt
Most agents market listings by describing features. Four bedrooms. Three bathrooms. Open floor plan. Updated kitchen. Large backyard. Those details matter, but they rarely create emotional connection. Buyers don’t just buy features. They buy the lifestyle they imagine living in that home.
This prompt helps you tell that story:
Act as an expert real estate marketer specializing in telling stories about listings. Please provide me with a short emotional story about the home located at [address] that helps buyers imagine themselves owning this home. I don’t just want to highlight the features but also cover the lifestyle this home will provide. I would like for you to provide me with three marketing formats: a carousel post for Instagram or Facebook, a video script that is one minute or less, including suggested video shots to accompany the script and a LinkedIn blog post. The following is the current MLS description: [paste MLS description]. Feel free to ask me as many questions as needed to create a powerful story around this home that will encourage prospective buyers to set an appointment to preview the home.
This prompt works even better when you add details from the seller.
- Ask them what they loved most about the home.
- Ask about their favorite room.
- Ask about memories they created there.
- Ask what they will miss.
Then feed that into the prompt. The result is marketing that feels more human, more emotional and more memorable.
4. The open house ‘cold to sold’ prompt
One of the biggest mistakes agents make with open houses is thinking someone is simply going to walk in the home and say, “I’ll take it.” Yes, this can happen, but it is rare. The real value of an open house is the relationships that begin there. Someone walks in. You connect. You follow up. You provide value. They become a client.
That is why follow-up matters. Having a systematic follow-up plan is critical for maximizing the opportunities open houses create. This prompt helps turn those open house visitors into viable prospects:
Act as a marketing conversion specialist. Please create a seven-step email and text follow-up campaign for a prospective buyer who attended my open house at [address]. The campaign should focus on engaging emails that a prospective buyer will find valuable and that will show me as the agent of choice for them based on the value, expertise and care I will provide throughout the process. Make sure each email has a clear and compelling subject line, engaging content and a call to action. Write this in a way that is not salesy and showcases me as an agent who focuses on the client’s best interest. Feel free to ask me as many questions as needed to provide me with the best email and text campaign possible.
This prompt will help you create a follow-up system that is thoughtful, valuable and consistent. The key is to make sure it still sounds like you. Add your voice. Add your local knowledge. Add specific homes, market updates or buyer tips. AI gives you the structure. You provide authenticity and personalization.
5. The ‘testimonial tidal wave’ prompt
Online reviews and testimonials have never been more important. Think about what you do when you visit a new city and look for a restaurant. You check the reviews. You look at the ratings. You read what people say.
Consumers do the same thing with real estate agents. Your Google Business Profile matters. Your reviews matter. Your testimonials matter. The problem is that most agents don’t have a system for asking.
This prompt gives you one:
Act as a real estate copywriter specializing in writing copy that assists agents in receiving testimonials. Please provide me with three options, including a DM, email and text, that will help me request a testimonial for my Google Business Profile page. I would like to offer a $5 to $10 gift to each person who leaves a five-star review for me. Can you make suggestions on the copy, gift options, and timing of delivery of the DM, email, and text? Feel free to ask me as many questions as needed to provide me with the best campaign possible.
Reviews create trust. Trust creates inbound opportunities. Inbound opportunities create momentum. If people are going to search for you before they call you, make sure they find proof that you are worth calling.
The bonus tool: PromptCowboy.ai
One of my favorite AI tools right now is PromptCowboy.ai. If you know what you want AI to do, but you aren’t sure how to write the prompt, this tool helps structure it for you. You can put in general information about what you want, and it will help turn that into a stronger prompt.
It asks questions, helps you fill in the blanks and gives you a more detailed prompt to use with AI. The better your prompts become, the better your outputs become.
The agents who benefit most won’t be the ones who simply use AI. They will be the ones who use it with intention. Start with these five prompts every real estate agent should use. Customize them. Improve them. Make them your own. Because AI is not here to replace your expertise. It is here to help you multiply it.
May marks Inman’s seventh annual Agent Appreciation Month. Look for profiles of top producers, opinions on the current state of the industry and tangible takeaways you can implement in your career today. Plus, the prestigious Future Leaders of Real Estate Awards return.
Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
