AI for Luxury Real Estate Growth (Masterclass Demonstration)

Full video transcript

Hey, how’s it going everybody. Welcome into today’s masterclass training for AI and luxury real estate. My name is Darby Rollins and I’m joined with Kelly Tenney, and we’re excited to be here with you today to really break down a lot of new developments, trainings, and learnings that we’ve come to not only realize ourselves but also train and teach other real estate professionals on how to really leverage AI inside of your sales, inside of your marketing and your communication, to ultimately grow your business.

So Kelly, we’ve got a jam-packed session today. Got a lot of people registered for this live webinar and of course have a lot of people joining with us as well on the recording and the replay. And before we kick things off, it’s really important — as we get started — that we will be doing additional workshops, as we have done over the past few months, with real estate professionals, with our partners who specialize in selling luxury real estate and new construction builds. Damon and Nate, you’ll see a quick video from them on how they’re using AI in their business once we kick things off.

But we do these workshops on a regular basis, and so if you’re interested in taking things to the next level, after you apply what you learned here today, or you want our help in doing more of it better and faster, then go ahead and opt in to our real estate mailing list. It’s a wait list for new events that we have, and as a bonus for opting in, you’re going to be getting a real estate quick start guide — it’s got a bunch of prompts and helpful resources for you just getting started. That’s going to be right around somewhere in this video, wherever it is, so just enter your email and then you’ll get notified anytime new workshops and intensive kind of trainings and events do happen. But Kelly, super excited for what we’ve got out here today and what we’ve been accomplishing over the past few months with real estate. I think we’ve got a lot of really cool, valuable stuff that people will get and take away from this.

Yeah, I’m excited. Welcome everybody. I know we’ve been planning really hard about this workshop and making sure that what we’re doing is sharing all of the infinite possibilities and opportunities that using AI and learning how to use AI within your real estate business is really going to not only accelerate your business but allow you to just work more productively and efficiently. And before we get started, Darby’s got a lot of great demonstrations planned for you, which I think are really going to help you see and envision how AI can work within your own business and workflow.

I just want to lay some ground foundations, recognizing that we’re all here because we know about AI, but obviously in a world where everything is consistently evolving and changing and there’s new things coming up every day, we just want to make sure that everybody has some basic foundational knowledge around AI and what it looks like moving forward. So I’m going to just kick us off a little bit with some foundational information around using AI and where AI fits within the real estate industry today.

On this workshop, you’re not only going to get a quick review around AI, but we’re also going to address some ethical considerations, which we know is always a big question, especially in real estate when working with your clients, and things that we want to make sure that we’re doing and following so that we stay within ethical alignment. We’re going to talk about solving industry challenges — what are some of those real estate-specific industry challenges that we are seeing, and what are some best practices using AI. And then the majority of this workshop is really going to be some demonstration, so Darby’s going to be running some demonstrations for you around creating a complete buyer’s brief, so that you can see the flexibility and the capability that AI has, not only in helping you really hone in on who your clients are but how you are able to generate valuable content workflows and things like that.

So with that being said, AI stands for artificial intelligence. These are computer systems that are designed to perform tasks that previously required human intelligence. What a lot of people don’t recognize is that there are four types of AI, and you may be thinking that you’re new to AI, but most of us don’t realize that we actually aren’t new to AI. The first type of AI is a reactive machine — if you’ve ever played chess against a computer, you have interacted with a reactive AI. So those are computer-generated interactions that can only react based on your action, right? You move the knight and then it can react to your movement. Maybe you’ve played — I don’t know, I just played Battleship on the last airplane that I was on, full transparency — I made a move and the game reacted to me. So that’s a reactive machine; many of you have interacted with those types of AI.

What we’re seeing now today with the types of AI that we’re using is limited memory. So recognizing that limited-memory AI tools like ChatGPT, Claude, and Jasper, that you’ll be seeing today, have the capability to remember certain things but not remember all of the things. So it can learn from us, it can learn from our interactions and the information that we give it, and that’s where we see limited memory. The other two types of AI — theory of mind and self-aware — are things that haven’t really come to reality yet. Theory of mind AI are prototypes that actually can have emotion and have feelings, and self-aware is going full iRobot, where we’re talking about AI-generated computer systems that can think on their own, develop their own ethics and morals, and things like that.

I always find it’s really helpful to widen that range of AI, especially in a world where so much of the conversation is really around generative AI, but today AI is being applied across many industries, of course including real estate, which is why we’re here today.

Before we move on, I want to just address some ethical considerations. I know, Darby, every time you and I have a conversation with a brokerage or a realtor, the ethical considerations are a big piece of that and a big concern. We really just want to recognize, when we’re talking about ethical considerations, that we want to keep in mind some things like intellectual property and proprietary content — recognizing that with some of these tools, the information that we are giving those tools now becomes their intellectual property. We want to consider what belongs to us, what doesn’t belong to us, what are the tools that we should be using that will keep our intellectual property our own, and what are the tools out there where our intellectual property becomes public knowledge. As we talk a little bit more about tools, we’ll be able to address some of that.

Obviously rewriting or plagiarism is another big piece. I often share that I recently saw a post on LinkedIn where somebody said that they wrote a book and then admitted in their post that their entire book was written by AI. That of course sparked the question of whether that’s plagiarism — is it plagiarism if you didn’t actually write the book, and where do we cross the line with that?

Fact-checking and feedback matter too. As I shared, these tools have limited memory, which means we have the ability to teach them — they are learning from us. Every time we let them know that they were off base, that something they created wasn’t actually factual, giving them feedback on the responses they generate collaboratively as a whole only allows AI to continue to evolve and to grow.

From there the session moves into the live demonstration, where Darby walks through building a complete buyer’s brief in Jasper, using it to spark ideas and offer reframes and targets that can seed blog posts and other content. Darby shows how to take a single Jasper seat and generate an extensive body of content from it, and points viewers to a free trial for anyone who wants to try it themselves, noting that teams needing more seats can reach out directly for a demo. The demonstration continues into using generated copy as a framework for follow-on content, giving the AI a specific structure to follow so it doesn’t go off the rails, and repurposing the output into batched graphic content for social media — addressing a common pain point where agents generate good content but then lose hours in a design tool trying to turn it into one graphic at a time.

Later in the session, the hosts return to the bigger picture: whether it’s you or someone else on your team, real estate businesses benefit from having an AI champion inside the company — someone with a finger on the pulse of new tools, spending time in the business creating content, systems, and processes while also staying current on what’s newly available. They point to their Creator+ Community, which at the time of the recording has close to 600 active members participating and collaborating and sharing recipes across platforms including OpenAI, Anthropic, and Jasper. A viewer question during the session confirms that the recipes discussed work across ChatGPT, Claude, and Jasper, since they were originally built in Jasper but generalize across platforms.