Someone opens ChatGPT and asks it to do something they’ve never done themselves.
It could be:
“Make me a CMA for 123 Main Street.”
“Write me a killer listing description.”
“Build me a marketing plan for my new listing.”
“Tell me the best time to list a home in my area.”
And within seconds, AI spits something out that looks impressive.
Neat formatting. Confident tone. Numbers or bullet points in all the right places.
But here’s the thing- it’s not magic. It’s just a polished guess.
If you are creating a Comparative Market Analysis of a property and you don’t know how to pick the right comparable, adjust for square footage, account for upgrades, or understand why one street sells 5% higher than the next, AI can’t solve that.
It’s not secretly pulling the perfect dataset and making nuanced adjustments- it’s just arranging whatever it finds into a neat little table.
Without your market knowledge, it’s lipstick on a pig.
Same goes for property descriptions. If you don’t understand buyer psychology, the local market, and what features actually drive offers in your area, you’ll feed AI a vague property summary and get… well… a vague description back.
It might sound fancy, but it won’t connect with the right buyers because the insight wasn’t there in the first place.
And then there’s the “make me a marketing plan” request.
If you’ve never actually run a campaign, tested ad spend, or tracked conversion rates, AI will give you a generic checklist that looks professional but has zero grounding in your market reality.
The difference between a plan that gets eyeballs and a plan that gets offers? That’s strategy- something AI can’t invent for you.
The Core Truth
AI is a tool.
Used by someone who knows the craft, it’s a massive speed multiplier.
What used to take an hour of research, formatting, and writing can now take minutes.
But if you don’t understand the fundamentals, AI just makes your inexperience look prettier.
Without expertise, AI is a shortcut to mediocrity.With expertise, AI is a shortcut to speed.
And in real estate, speed isn’t just efficiency- it’s an advantage that wins deals.
So the question isn’t:“Can AI do this for me?”
It’s:“Do I know this well enough for AI to make me better… and faster?”
Because if you do, AI won’t just save you time- it’ll make you unbeatable.
If you’re using AI in your real estate work, ask yourself this: Is it doing the thinking for you, or helping you move faster on the thinking you’ve already mastered?
If you want to talk about using AI the right way in real estate, let’s connect. I’m always up for a real conversation about turning tech into results
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