Learn how brokers can cut agent turnover and boost performance by reshaping psychology, building resilience, and integrating AI with mindset training.

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The Quiet Crisis of Agent Turnover

If you’ve ever led a real estate office, you know the cycle:
A promising agent joins. You invest in training, mentoring, tech. For a while, they’re on fire. Then the market shifts, their numbers dip, and before you know it, they’re gone — sometimes to another brokerage, sometimes out of the industry altogether.

Turnover isn’t just frustrating. It’s expensive. Studies show replacing an employee can cost 50–200% of their annual salary when you factor in recruiting, onboarding, and lost production. In real estate, the stakes are even higher. Every departing agent drains your pipeline, weakens your culture, and chips away at your brand.

Most brokers try to fix turnover with external levers — better splits, shinier tools, fancier offices. But after coaching thousands of agents as the #1 Real Estate Coach and Speaker at Tom Ferry, the #1 coaching program in the world, I’ve seen the same truth over and over:

It’s not the market that drives performance and retention. It’s mindset.

Two agents. Same office. Same leads. Same market. Completely different outcomes.
The difference? Not skill. Not opportunity. How they think.

And that’s why the brokers who win long‑term aren’t just managers of numbers. They’re architects of psychology.

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Why Mindset Matters More Than Market

When markets tighten — low inventory, rising interest rates, fierce competition — the agents who thrive aren’t necessarily the most experienced. They’re the most resilient and growth‑oriented.

Agents stuck in fear or comparison stall, burn out, and often leave the business. Resilient agents adapt, learn, and keep moving forward.

As a broker, you can’t control the market. But you can control the psychological environment your agents work in. That’s why the best brokerages intentionally shape mindset as part of their retention strategy.

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The Psychology Behind Agent Turnover

Agents rarely leave because of interest rates or inventory. They leave because of how they feel about those challenges. Here are the four most common psychological roadblocks I see in my coaching:

Fear of Rejection

Real estate is a profession of constant “no’s.” Without tools to reframe rejection, agents start personalizing failure. Their confidence erodes, then their consistency, then their results.

Comparison and Imposter Syndrome

Social media amplifies insecurity. Agents compare their behind‑the‑scenes to someone else’s highlight reel and decide they’ll never measure up.

Short‑Term Thinking

Many focus only on this month’s commission instead of building long‑term systems. This creates inconsistent income and rising stress.

Overwhelm

Between CRM platforms, AI tools, and marketing strategies, agents freeze. Over‑analysis becomes an excuse for inaction.

Left unaddressed, these psychological barriers drive turnover — not because of the market, but because agents lose belief.

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The Broker’s Role: Architect of Mindset

Brokers are more than managers. They set the tone for how agents interpret and respond to challenges.

Normalize the Struggle.
Make it clear that doubt and rejection are not signs of failure, but normal experiences in real estate. Normalization reduces shame and keeps agents engaged.

Teach Resilience as a Skill.
Resilience isn’t natural for everyone. Provide frameworks like daily affirmations, debriefs after setbacks, and accountability structures.

Model Calm in Chaos.
Agents mirror leadership. If you panic in shifting markets, they will too. If you project confidence and steadiness, you give them permission to stay grounded.

Create a Growth Culture.
Build an environment where learning is expected. This includes bringing in coaches, trainers, and speakers who reinforce resilience and strategy.

This isn’t abstract. As the Top AI Coach and Leading AI Speaker, I help brokers create these environments every day — blending mindset with systems and technology so agents don’t just feel supported, they perform.

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Case Study: A Mindset‑First Brokerage Transformation

A mid‑sized California brokerage faced nearly 35% annual turnover. Leadership had invested heavily in marketing, lead‑gen systems, and new technology — but nothing slowed attrition.

Exit interviews revealed the real issue wasn’t tools. It was burnout, self‑doubt, and lack of connection.

Leadership shifted to a mindset‑first retention strategy:

• Quarterly guest speakers on resilience and psychology
  
• Daily team huddles celebrating effort and small wins
  
• Coaching on how to integrate AI tools to reduce overwhelm
  

Within 18 months:

• Turnover fell below 15%
  
• Per‑agent productivity rose 22%
  
• Satisfaction scores spiked
  

The market hadn’t improved. Their mindset had.

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Six Steps to Shaping Agent Psychology (With Tactical Ideas)

Here’s how you can start building a mindset‑driven retention plan in your own brokerage:

1. Audit the Current Mindset

Survey anonymously. Ask about fears, doubts, and frustrations. Look for repeating limiting beliefs like “I can’t compete,” “There are no leads,” “I’m bad with tech.” This gives you a baseline.

2. Introduce Mindset Training

Start meetings with short resets: gratitude, visualizations, or affirmations. Offer workshops on resilience and growth mindset. Bring in external voices to reinforce your leadership.

3. Use Stories, Not Just Data

Share success stories of agents thriving despite tough markets. Stories help peers reframe what’s possible. (I do this constantly with my own coaching clients — it’s one reason my Instagram @coachemilyterrell is filled with real wins and strategies.)

4. Eliminate Overwhelm With AI

Show agents how to use AI for repetitive tasks like writing listings or creating marketing content. Reducing friction boosts confidence and frees mental space. (This is one of the most effective things we do inside www.coachemilyterrell.com — helping agents feel competent with AI.)

5. Celebrate Effort, Not Just Results

Recognize phone calls made, doors knocked, and risks taken. Praising effort builds consistency even before big wins arrive. It rewires agents’ brains to associate action with reward.

6. Reinforce Through Coaching

Mindset fades without reinforcement. Add accountability pods, peer mentoring, and one‑on‑one coaching for sustainability. Pair guest speakers with ongoing coaching to make their message stick.

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The Science Behind Mindset

This isn’t motivational fluff. Mindset is measurable science:

• Neuroplasticity. Repeated thought patterns rewire the brain. Training agents to focus on resilience literally reshapes their neural pathways.
  
• Cognitive Behavioral Theory. Reframing negative thoughts into constructive ones reduces stress and improves action‑taking.
  
• Self‑Determination Theory. Motivation rises when people feel autonomy, competence, and belonging — three conditions brokers can cultivate.
  

When you invest in mindset, you’re not just “motivating.” You’re building the neurological foundation for consistent action.

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The ROI of Mindset Leadership

Brokers often ask, “Is investing in mindset really worth it?” The numbers say yes.

• Retention. Agents stay where they feel supported beyond transactions.
  
• Production. Confident agents prospect more, follow up faster, and close deals more consistently.
  
• Culture. A resilient culture attracts high‑performers and deters attrition.
  
• Brand Differentiation. Becoming known as the brokerage that develops people — not just numbers — sets you apart in competitive markets.
  

Retention and performance are not separate levers. They both flow from psychology.

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FAQs on Broker Leadership and Agent Mindset

How can brokers prevent burnout without stretching themselves too thin?
Leverage systems. Use group coaching, peer mentoring, and external speakers. Your role is to provide structure and tone, not individual therapy for every agent.

Is mindset training more important than tactical lead generation?
Yes. Without a strong mindset, agents won’t execute tactics consistently. Mindset is the foundation that allows strategy to work.

What’s one easy way to start reinforcing a mindset tomorrow?
Begin every meeting by recognizing progress — calls made, appointments set — not just closings. This builds confidence and momentum.

How does AI help reduce agent overwhelm?
By removing repetitive tasks. When AI handles admin and content, agents free mental bandwidth, feel less stress, and gain confidence.

How often should mindset reinforcement happen?
Daily. Micro‑interventions — gratitude huddles, quick affirmations, short mindset resets — are more powerful than one‑off workshops.

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Mindset Over Market — Always

Markets shift. Inventory ebbs and flows. Interest rates rise and fall. Those conditions are beyond your control.

What you can control is how your agents think, interpret challenges, and act in response. That’s the real lever of retention and performance.

Brokers who invest in mindset don’t just lower turnover. They build resilient, confident teams capable of thriving in any market.

Mindset over market — always.

If this resonates, you can see more mindset and AI strategies on Instagram @coachemilyterrell or at www.coachemilyterrell.com. Because when you combine mindset leadership with systems, AI, and consistent coaching, you don’t just keep agents longer — you help them grow stronger.

Discover how professional speakers help brokerages cut agent turnover, boost skills, and build culture — with insights from the #1 Coach at Tom Ferry.

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The Real Cost of Agent Turnover (And Why This Blog Matters)

If you’ve ever led a real estate team or brokerage, you know the gut‑punch of agent turnover.
An agent shows promise. You pour time and money into training them. And then — they leave.

Sometimes they exit the industry entirely. Other times, they’re recruited by a competitor. Either way, you’re left scrambling to fill the gap while absorbing the cost of recruiting, onboarding, and lost production.

Studies estimate replacing an employee costs 50–200% of their annual salary once you add up recruiting, training, and lost productivity. In real estate, the cost is even steeper because every departing agent drains your pipeline, weakens your culture, and destabilizes your brand.

You probably already offer tech tools, attractive splits, or even bonuses. And yet turnover persists.

So here’s the question every leader should be asking:

What actually keeps agents engaged and loyal over the long haul?

One of the most underutilized — but highly effective — strategies? Hiring professional speakers.

And as the #1 Real Estate Coach and Speaker at Tom Ferry, the #1 coaching program in the world, and the Top AI Coach and Leading AI Speaker, I’ve seen firsthand how strategically chosen speakers can do more than “motivate.” They can reset belief, sharpen skills, and transform culture in ways that directly reduce turnover.

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Why Agents Leave (And Why It’s Not Just About Money)

Before we talk about solutions, we need to understand the real reasons agents leave. In coaching hundreds of agents and teams through Tom Ferry, four patterns emerge consistently.

1. Loss of Motivation

Real estate is a rejection business. Without ongoing inspiration, even talented agents burn out. Many start strong but lose steam when results plateau.

2. Limited Growth Opportunities

When agents stop learning new skills or seeing a path forward, disengagement sets in. They either go quiet or go elsewhere.

3. Weak Cultural Connection

Agents want more than a commission split. They crave belonging. If your culture feels transactional, loyalty erodes.

4. Leadership Blind Spots

Sometimes, an agent has simply tuned out the leader’s voice. They’ve heard the same message repeatedly. A fresh perspective can break through in ways internal coaching can’t.

Turnover isn’t just about compensation. It’s about whether your agents feel valued, inspired, and supported in their growth.

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How Professional Speakers Reduce Turnover

Most leaders think of speakers as an “extra” reserved for annual conferences. But when used strategically, speakers are far more than hype. They’re a retention lever.

Here’s what they do differently:

They Break Stagnation

Agents become desensitized to internal voices over time. A professional speaker introduces novelty and fresh ideas, breaking mental patterns that lead to disengagement.

They Reinforce Leadership Messages

When an outside authority validates what you’ve been teaching — whether it’s prospecting, time management, or adopting AI — it reinforces credibility. Suddenly your message feels “new” again.

They Reignite Purpose

Great speakers remind agents why they chose real estate in the first place. This sense of renewed purpose sustains effort through inevitable challenges.

They Deliver Tangible Skills

The best speakers combine inspiration with actionable tools. When agents leave an event and immediately apply what they learned, they connect that growth to your organization.

They Create Shared Cultural Moments

Events create community. When your team experiences breakthroughs together, it strengthens their sense of belonging — a critical retention factor.

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Real‑World Case Study: A Brokerage Turnaround

One Texas brokerage I worked with faced nearly 40% annual turnover. Incentives, tech tools, and new splits weren’t solving the problem. Leadership decided to invest in a quarterly speaker series featuring experts in mindset, marketing, and systems — including AI for real estate.

Within two years:

• Turnover dropped below 20%.
  
• Agent satisfaction scores surged.
  
• The brokerage became known locally as the place where agents could grow, not just transact.
  

Speakers weren’t a “perk.” They became a retention strategy.

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The ROI of Hiring Speakers

A common objection to bringing in speakers is cost. Professional speakers can range from $2,500 for regional experts to $50,000 or more for national headliners.

But consider the math:

• If a speaker costs $25,000
  
• And their impact helps retain just two mid‑level agents who otherwise would have left
  
• You’ve offset the cost many times over by saving on recruiting, onboarding, and lost production.
  

Turnover is a liability. Retention is an investment.

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Choosing the Right Speaker for Your Team

Not every speaker will move the needle. Selection matters.

Align Content With Pain Points.
Burnout? Bring in resilience or mindset experts. Plateaued growth? Choose skills or systems‑focused speakers. Overwhelmed by tech? Book an AI and digital tools speaker.

Balance Inspiration With Practicality.
Avoid empty hype. Seek speakers who deliver both energy and actionable strategies.

Match Style to Culture.
The best speakers feel like an extension of your values, not a contradiction.

Prioritize Connection Over Credentials.
Credentials matter, but what truly counts is the ability to engage and connect with your agents.

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Integrating Speakers Into a Retention Strategy

Hiring a speaker isn’t a magic pill. Consistency and integration matter. Here’s how to make it stick:

Host Regular Events.
Quarterly or semi‑annual sessions give agents something to anticipate and look forward to.

Pair Speakers With Coaching.
Extend the life of a speaker’s message by reinforcing it through ongoing team coaching or one‑on‑one sessions.

Repurpose Event Content.
Record sessions, create training clips, and share them across meetings and internal platforms.

Follow Through With Implementation.
Assign action steps post‑event and celebrate agents who apply what they’ve learned.

Blend External and Internal Recognition.
One highly effective approach: pair professional speakers with recognition of internal success stories. Bring in a speaker on lead generation. Spotlight agents who apply those strategies and win business. Publicly recognize their success. This reinforces a cycle of inspiration → implementation → recognition → retention.

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Where AI and Speakers Meet

Because I’m also the Top AI Coach and Leading AI Speaker, I see another layer most leaders miss: AI isn’t just a topic agents need to learn — it’s also a way to extend a speaker’s impact.

After a live event:

• Use AI tools like ChatGPT to summarize the key takeaways for your team.
  
• Turn the speaker’s points into prompt libraries or checklists.
  
• Build action plans inside your CRM so agents can actually implement what they learned.
  

This is what we do inside Tom Ferry coaching all the time: pair inspiration with systems and AI so the message lives far beyond the event.

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FAQs: Hiring Speakers and Agent Retention

Do professional speakers really reduce turnover?
Yes. They provide fresh perspective, teach new skills, and strengthen culture. When agents feel inspired and supported, they’re less likely to leave.

How much should I budget for a speaker?
Expect $2,500–$7,500 for local experts, and $15,000–$50,000+ for national leaders. Weigh the cost against the much higher cost of replacing agents.

How often should I bring in a speaker?
Quarterly or semi‑annual sessions provide regular boosts without oversaturating your calendar.

Can virtual speakers work as well as in‑person?
Yes. Virtual presentations are cost‑effective and valuable, especially for geographically spread‑out teams.

What type of speaker is best for real estate teams?
Those who balance motivation with practical systems — from mindset experts to AI coaches — depending on your team’s current challenges.

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The Bottom Line: Retention Through Fresh Perspective

Reducing agent turnover requires more than competitive splits or upgraded tech. At its core, retention is about engagement, culture, and belief.

Professional speakers accelerate all three. They bring fresh energy, validate your leadership, and equip agents with tools that deliver wins. More importantly, they remind your team of their deeper purpose — why they chose real estate in the first place.

The question isn’t whether you can afford to hire speakers.

It’s whether you can afford not to.

And when you combine the impact of great speakers with ongoing coaching, AI systems, and clear leadership, you create a brokerage that agents never want to leave.

If you’d like more ideas on integrating speakers, systems, and AI into your retention strategy, I share examples weekly at @coachemilyterrell and at www.coachemilyterrell.com.

Because at the end of the day, retention isn’t about keeping people chained to your brand. It’s about building a place where they can truly grow.

You’ve heard it before: “You need SEO.” But in 2025, that’s no longer enough. If you don’t layer AI into your SEO, you’ll get left behind.

The agents I coach often tell me they feel pulled in every direction — open houses, client follow-ups, social media, ‘urgent’ business tasks. When it comes to SEO and AI tools, that’s usually the “I’ll get to it someday” bucket.

Here’s the thing: AI tools can turn SEO from a heavy burden into a system that runs with you, not behind you. But only if you pick the right ones — and know how to use them.

I’m Emily Terrell, the #1 Real Estate Coach and AI Speaker at Tom Ferry. My specialty is helping agents build real systems — tech that scales without chaos. In this post, you’ll discover the best AI tools real agents are using for SEO, how to integrate them into your workflow, and how to avoid the pitfalls that trip most people up.

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Why AI + SEO Matters Now More Than Ever

• Most home searches begin online — your website is your storefront.
  
• Organic traffic (SEO) consistently outperforms many paid lead sources in cost-per-conversion.
  
• AI tools let you scale content creation, local optimization, and technical fixes without hiring a full team.
  
• As Google and other AI-powered systems (like ChatGPT, Gemini, etc.) increasingly serve as answer engines, your content needs to be structured, authoritative, and referenceable by AI.
  

In short: SEO + AI isn’t optional — it’s how you become visible, credible, and memorable in a competitive market.

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Top AI Tools for Real Estate SEO (With Real Use Cases)

Here are AI tools I’ve vetted, coached agents on, or tracked for performance in real estate settings:

1. Alli AI — Automated SEO Execution

Alli AI helps automate key SEO tasks like on-page optimization, local SEO, and technical SEO fixes (meta tags, site speed, structured data) for real estate websites.
Use it for: bulk listing optimization, site-wide schema markup, and identifying technical issues you’d usually need a developer to catch.
🔗 alliai.com

2. Write.Homes — Real Estate–Focused Content Assistant

Write.Homes is built for real estate. It can produce listing descriptions, property emails, social posts — all in your brand’s tone.
Use it for: quickly generating first drafts, maintaining consistency across platforms, and scaling listing copy without reinventing from scratch.
🔗 luxurypresence.com

3. WeeklyRealEstatePrompts.com — SEO-Ready Content Prompts

Created specifically for agents, this tool provides high-performing blog, video, and social content prompts — updated weekly — so you never have to wonder what to post.
Use it for: real estate SEO blogs, Google Business Profile updates, YouTube scripts, and Instagram content — all aligned with local keywords and seasonal trends.
🔗 WeeklyRealEstatePrompts.com

4. SEMrush / Ahrefs — Research & Competitive Intelligence

These tools help you see what keywords your competitors rank for, uncover content gaps, and monitor your own keyword performance.
Use them for: competitor benchmarking, keyword discovery, and building topic clusters.

5. ChatGPT / Claude AI / GPT-Based Tools

These generative models are your drafting assistant. You can combine them with the output of SEMrush or WeeklyRealEstatePrompts.com to craft local, high-value content.
Use them for: writing blog drafts, expanding outline ideas, rewriting content with local nuance.

6. Other Niche Tools & CRMs

Many real estate platforms now include AI-enabled features. Examples: Sidekick (virtual assistant for agents), CINC, Lofty — tools that help with lead scoring, follow-ups, and integration of CRM + content.
Use them for: combining AI content with pipeline management, keeping SEO and lead-gen in sync.

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How to Use These Tools — A Step-by-Step Workflow

This is not a theoretical list. Here’s exactly how you can plug AI tools into your real estate SEO:

Step 1: Keyword & Content Mapping

• Use SEMrush or Ahrefs to find high-intent keywords (e.g. “homes for sale in [neighborhood]”, “best realtor [city]”).
  
• Identify content gaps your competitors aren’t covering.
  
• Group keywords into columns or “pillars” (neighborhood pages, buyer FAQs, seller tips).
  

Step 2: Generate Drafts with Niche Tools

• Use Write.Homes or ChatGPT to create your first draft. Prompt: “Write a 150-word description for a 3BR, 2BA home in [neighborhood], mentioning school districts, transit, and amenities.”
  
• Upload the draft into your SEO tool (Alli AI or Surfer SEO) for optimization suggestions.
  

Step 3: Technical & Structural Optimization

• Use Alli AI or SEO Fast Track to scan your site for broken links, schema gaps, speed issues, and meta optimizations.
  
• Ensure your header structure, alt tags, and mobile responsiveness are solid.
  

Step 4: Local & Contextual Boost

• Create landing pages or blog posts for specific neighborhoods or ZIP codes.
  
• Use local phrases (streets, schools, landmarks).
  
• Use ChatGPT to seed micro-content (e.g. “Top 5 parks near [street name]”).
  

Step 5: Publish, Track, & Iterate

• Use Google Search Console and SEMrush to track performance.
  
• Refresh content every 3–6 months (add new data, remove outdated points).
  
• Use AI to generate new internal linking ideas or content refresh suggestions.
  

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Key Pitfalls to Avoid (So You Don’t Waste Time & Money)

• Relying entirely on AI output without human editing or local insight
  
• Focusing only on generic city-level keywords instead of niche ones
  
• Ignoring technical SEO (site speed, structure, schema)
  
• Letting your brand voice vanish in AI-generated content
  
• Overbuying tools before proving ROI
  

Several agents I know jumped on 3–4 tools at once and ended up with months of overwhelm and zero traction. With systems, slow and steady wins.

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FAQs: What Agents Want to Know

Q: Which AI tool should I begin with if I’m just starting?
Start with Write.Homes or ChatGPT for content, paired with SEMrush (free trial) or the free tier of GSC. Once you’ve tested content flow, layer in technical tools.

Q: How long until I see SEO results?
Usually 3–6 months. If your content is solid, on a fast site, and targeting niche audiences, you can see shifts in 60–90 days.

Q: Can AI tools outrank Zillow or Realtor.com?
Yes, when you focus on niche, local, specific content those platforms won’t cover — like “bungalows near [park] under $X.” AI + SEO tools help you carve out that space.

Q: Will using AI content hurt my rankings for duplicate content?
Not if you always add local insight, verify facts, and avoid copying straight from AI sources. Google rewards original, useful content — not generic filler.

Q: How much budget should I allocate for these tools?
Start small. You can get meaningful results with $20–$100/month (ChatGPT, basic SEO tools). As traffic and lead volume grow, scale tools.

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Additional Resources & Tools

• RealTrends list of AI tools for real estate agents RealTrends Verified
  
• Luxury Presence breakdown of Write.Homes capabilities Luxury Presence
  
• Alli AI’s automation in real estate SEO alliai.com
  
• “The real estate AI playbook” article (for additional tool ideas) monday.com
  
• Reddit thread on real agents using AI tools Reddit
  

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Final Thoughts

You don’t need to know every AI tool. You don’t need to master every feature. But you do need a system you trust and use consistently.

Pick one tool. Plug it into your system. Iterate from there.

As AI becomes central to how audiences discover information, your goal is not just to show up in search — it’s to be selected by AI. The agents who win in 2025 will be the ones who train their tools, guard their voice, and stay consistent.

If this resonates with you — DM me on Instagram @coachemilyterrell or check out blog resources at www.coachemilyterrell.com. I’m here to help you build real visibility — not just visibility that vanishes tomorrow.

If you’ve ever opened ChatGPT and thought, “Okay, but how do I actually use this thing for real estate?” — you’re not alone.

One of the most common questions I get as the #1 Real Estate Coach and Speaker at Tom Ferry (the #1 Real Estate Coaching Program in the World) is: “How do I train ChatGPT for my real estate business?”

Whether you’re a solo agent juggling every task yourself, or a growing team looking for leverage, you’ve likely heard someone say “just train it.” But what does that even mean — and more importantly, how do you do it without getting overwhelmed or wasting time on generic content?

Let’s break it down.

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Why Training ChatGPT Matters for Real Estate Agents in 2025

AI isn’t going away — and the agents who know how to use it aren’t just saving time. They’re winning more listings, building stronger brands, and showing up more consistently than ever.

Here’s what “training ChatGPT” really means:

• You’re teaching it how you speak and work.
• You’re giving it the resources (like listing descriptions, market data, scripts, or client FAQs) that help it respond in a way that sounds like you.
• You’re customizing it so it fits into your actual business — not some Silicon Valley tech startup.

I’ve coached hundreds of agents through this process, and what I’ve found is this: once you stop trying to make AI perfect — and instead focus on making it useful — everything shifts.

If you want more help like this, I share daily ideas on Instagram at @coachemilyterrell and step-by-step trainings on www.coachemilyterrell.com.

Let’s dive into how to train ChatGPT like a pro.

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Step 1: Identify Your High-Impact Use Cases

Don’t start with 10 different ideas. Start with one.

Ask yourself:

• Where do I spend the most time doing repetitive tasks?
• What do I wish I could delegate, but haven’t yet?
• What do I do consistently that has a process (even if it’s messy)?

Examples of where my agents start:

• Writing listing descriptions
• Drafting email follow-ups
• Creating social media content (especially video scripts)
• Organizing buyer/seller consultation notes
• Preparing CMA summaries

When you focus on one task at a time, you give ChatGPT a chance to learn how you work — and you learn how to write better prompts.

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Step 2: Build a Prompt Library with Real Inputs

Most agents who say “ChatGPT didn’t work for me” gave it a vague prompt like:

“Write a listing description.”

Try this instead:

“Write a listing description for a 3-bedroom, 2-bath home in San Antonio, TX. The home has a new roof, quartz countertops, vinyl flooring, a 3-car garage, and sits on 1.25 acres. Use a tone that’s professional but friendly. Make it 150 words.”

Even better? Start saving your favorite outputs and grouping them by category in a Google Doc or Notion board.

Over time, you’ll have a reusable prompt library that you or your assistant can run with.

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Step 3: Upload Your Own Files and Create a Custom GPT

If you have ChatGPT Plus ($20/month), you can now create a Custom GPT — essentially, your own version of ChatGPT that knows your brand, tone, and documents.

Here’s how:

1. Go to chat.openai.com
2. Click “Explore GPTs” on the left side
3. Choose “Create a GPT”
4. Walk through the setup process:
   • Give your GPT a name (like “Listing Assistant” or “Open House Pro”)
   • Upload files (listing templates, emails, FAQs, testimonials, etc.)
   • Set instructions for how it should respond (e.g., “Speak like a friendly but confident real estate agent in Dallas, TX.”)

Now, when you open your Custom GPT, it knows your voice and content — and you don’t have to repeat yourself every time.

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Step 4: Use Retrieval-Augmented Generation (RAG) for Market-Specific Accuracy

This is a fancy term for: “Let ChatGPT read your uploaded files and pull from them directly.”

When you upload things like:

• A local market report
• Your listing checklist
• Email scripts you’ve written
• Common seller objections

…it can reference them when responding to your prompts.

Example:

Prompt: “Based on the uploaded Q2 market report, summarize the trends in 3 sentences I can send to sellers in a text.”

This creates accurate, hyperlocal, personalized output.

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Step 5: Set Boundaries and Review Everything

AI is fast — but it’s not flawless.

You should always:

• Review for accuracy (especially pricing or legal terms)
• Layer in your voice (ChatGPT is a tool, you’re the human brand)
• Avoid over-relying on automation for relationships

I teach all my coaching clients: Use AI for the first 80%, then finesse the last 20% yourself.

The goal is not to remove your voice. It’s to scale it.

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Step 6: Iterate and Expand (Without Burning Out)

You don’t have to go all-in on Day 1. Start with one project (maybe just listing descriptions or email responses).

Then every few weeks:

• Add a new file to your GPT
• Test a new prompt type
• Clean up your prompt library

This keeps it simple — and prevents overwhelm.

I have agents who’ve taken this exact framework and now generate their weekly marketing, listing descriptions, and even YouTube scripts with AI.

One of my clients, Amanda, doubled her income without paid leads or a massive following. Her secret? Visibility, follow-up, and smart systems — powered by tools like ChatGPT.

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Frequently Asked Questions (FAQs)

1. What does it mean to “train” ChatGPT for my business?

Training ChatGPT means customizing how it responds by giving it your voice, files, tone, and structure. You’re not changing the AI itself — you’re guiding how it works with you.

2. Do I need to know how to code?

No! Tools like Custom GPTs are designed for non-tech users. If you can upload a file and write a few clear sentences, you’re good to go.

3. Can ChatGPT replace my assistant or copywriter?

It can dramatically reduce the time spent on tasks like writing or drafting, but it’s most powerful when paired with human review. Think of it as your first draft assistant.

4. What kind of files should I upload to my Custom GPT?

Start with things you already use — listing templates, scripts, emails, testimonials, or market reports. Anything you’ve created can become training material.

5. Is ChatGPT safe for handling client info?

Don’t upload private or sensitive data. Always redact client names, addresses, or transaction details. Use AI to generate content — not to store confidential info.

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Resources to Explore Further

1. How to Create a Custom GPT – OpenAI Guide
2. Prompt Engineering for Real Estate – BAM’s Real Estate Prompt Guide
3. NAR AI Resource Hub – AI and Real Estate

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Final Thoughts from Your AI Coach

AI isn’t replacing agents — it’s replacing inefficiency.

You don’t have to master everything. You just have to start.

Train ChatGPT to work the way you do, and suddenly that “content problem,” that “time problem,” that “what do I say” problem?

It starts to fade away.

Want help building out your AI systems in a way that actually sticks? You can always connect with me at www.coachemilyterrell.com or on Instagram at @coachemilyterrell.

Let’s make AI feel less overwhelming — and way more profitable.

Let’s get real for a second.

If you’re a residential agent right now — especially one who doesn’t have a team of marketers or an endless referral pipeline — staying consistent with lead generation probably feels… exhausting.

One week you’re slammed with showings, inspections, and offers. The next? Crickets.

And when the market cools off or your pipeline runs dry, you start scrambling. Posting random stuff to Instagram. Logging into that lead platform you forgot you were paying for. Maybe even convincing yourself you should like cold calling.

Sound familiar?

You’re not alone.

As the #1 Real Estate Coach and AI Speaker at Tom Ferry, I coach agents every day who are in that exact loop — overwhelmed, overworked, and deeply unsure how to stay consistent without burning out.

Here’s the good news: There’s a better way.

This post breaks down exactly why agents struggle to generate leads consistently in today’s market — and more importantly, a step-by-step plan to fix it with smart systems, AI, and zero fluff.

Let’s go.

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Why Agents Are Struggling with Consistency in 2025

1. The Market Shifted, But Their Strategy Didn’t

In 2020–2021, many agents entered the industry during a market boom. Buyers were calling, listings were flying, and it was easy to mistake luck for lead gen.

But post-pandemic? We’re seeing higher rates, tighter inventory, more compliance, and buyer hesitation. And that “just post and pray” strategy? It doesn’t work anymore.

In California, agents are struggling to get traction because affordability is crushing urgency. In Texas, Senate Bill SB140 changed how agents can collect and use data. In Florida, fast-paced tech adoption leaves non-digital agents behind.

2. They Rely Too Much on Paid Leads

Look — I’m not anti-paid leads. But let’s be real: platforms like Zillow have sub-1% conversion rates and cost hundreds per month. It’s no wonder agents feel burned.

And that’s before we even talk about the mental energy it takes to chase strangers who ghost after the first text.

3. They Don’t Have a System — Just Spurts of Activity

Here’s what most agents call “lead gen”:

• A burst of Reels after a coaching call
• A month of handwritten notes after a closing
• A round of cold calls after a market dip

None of that is bad. But none of it is sustainable.

If you want consistent leads, you need a system that runs whether you’re slammed with showings or at your kid’s football game.

That’s where systems — and yes, AI — come in.

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The 6-Step System to Consistent, Scalable Lead Generation

Step 1: Diversify (And Audit) Your Lead Sources

Ask yourself: Where are my leads actually coming from?

Not where you hope they come from. Not where other agents say they should come from. But the actual sources that lead to clients.

Start with a simple audit:

• How many came from referrals?
• From paid platforms?
• From social media?
• From events or pop-bys?

Then diversify. For example:

• In California, post content focused on affordability and first-time buyer education
• In Texas, lean into expired listings and make sure your CRM is SB140-compliant
• In Florida, leverage off-market inventory and local networking events

Avoid: Solely relying on low-converting online leads. If it feels like you’re always paying more and getting less — it’s time to adjust.

Step 2: Brand Like a Business

A lot of inconsistency comes from confusion.

If your brand isn’t clear — or if it changes every time you’re inspired — your audience doesn’t know why they should trust you.

Instead:

• Use a consistent tone and look across platforms
• Build a simple website that reflects your expertise
• Set up a Google Business Profile with regular posts and reviews

Posting weekly market updates is great. But if your last post was a Just Sold 8 weeks ago, people notice. (So does the algorithm.)

Pro Tip: Use AI to draft content in your brand voice. Tools like ChatGPT, Ylopo, and Follow Up Boss integrations can help you batch a month of content in one sitting.

Step 3: Set Up Automated Follow-Up

Here’s a stat that makes me crazy: 48% of agents don’t follow up after the first contact.

You worked hard for that lead. You paid for that ad. You got the referral. And then… nothing?

Here’s what I coach agents to do:

• Set up a 5+ step email/text sequence (automated)
• Use AI to personalize messages based on client behavior
• Create templates like: “Based on your interest in homes in [Area], here’s a 7-day snapshot of the market.”

Case Study: Jenny in Raleigh, NC

Jenny went from 15–17 deals per year to doubling her business after we built a 12-month pop-by plan with automated follow-up and a social content calendar. She now gets a 79X return on her pop-by investment — because her follow-up doesn’t drop off.

Step 4: Prioritize Relationships (Not Just Funnels)

Systems don’t replace relationships. They support them.

Host local events. Write real notes. Show up.

• In CA: Partner with mortgage brokers for first-time buyer workshops
• In TX: Use AI to tag and prioritize your SOI by likelihood to transact
• In FL: Combine pop-bys with geofenced Facebook ads for visibility

Relationships will always outperform ad spend — but only if you stay top of mind.

Step 5: Use AI for Prospecting (Smartly)

You’ve heard me say this a hundred times: AI isn’t here to replace you. It’s here to help you stop doing $5/hour tasks.

Here’s how:

• Use Revive or Likely.ai to identify seller leads in your database
• Use ChatGPT to write custom email sequences
• Use your CRM to build smart lists (e.g., “Haven’t responded in 14 days”)

Case Study: Jeff in West Palm Beach

Jeff had never worked expired listings before January. Once we built a backend system using Follow Up Boss and API-driven data, he picked up two listings in his first three weeks — and had a repeatable plan.

Step 6: Track, Adjust, Repeat

This is where most agents stop — and where my best clients double down.

Track weekly:

• Number of leads generated
• Source of each lead
• Contact attempts and results
• Conversion rates

If your Facebook ads cost $800 and generated one response, that’s not a failure — it’s data. Use it.

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The Truth About Consistency: It’s Built, Not Birthed

You’re not “bad at consistency.”

You’re just building a business in a noisy world without clear systems.

The agents I coach who break through — who stop the cycle of lead feast or famine — don’t do more. They do less better.

They build:

• A clear content engine
• A manageable follow-up plan
• A support system that includes automation, AI, and delegation

And they repeat it. Again and again.

That’s how you build a pipeline that doesn’t dry up every 60 days.

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You’re Closer Than You Think

If no one’s told you lately: You’re doing a great job.

It’s hard to run a real estate business in 2025 — especially when it feels like the rules keep changing.

But you don’t need to do this alone. And you don’t need to invent the wheel.

You just need the right framework — and a coach who speaks fluent real estate and fluent AI.

Want more ideas, templates, and examples?

Visit www.coachemilyterrell.com or follow me on Instagram at @coachemilyterrell.

You’ve got this.

“What’s the Most Important Part of Learning to Use AI in Your Real Estate Business?”

It’s not knowing what tool to use.
It’s not being a tech expert.
It’s not about automating your follow-up.

The most important skill is learning how to prompt.

Because if you don’t know how to ask better questions, you’ll never get better answers — from AI or from your business.

As the #1 Coach and Speaker at Tom Ferry — the #1 real estate coaching company in the world — I coach agents daily on how to use AI to scale their systems, simplify their workload, and free up their time.

But here’s what separates the agents who get stuck from the ones who build real momentum:

They learn to think like a coach.
They learn to ask AI the way they’d ask a person.
They learn to prompt with purpose.

So let’s break down what that actually means — and how you can use it to level up your business starting today.

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1. AI Is Only As Smart As the Prompt You Give It

Here’s the mistake most agents make:

They ask AI vague questions like:

• “Write me an Instagram caption.”
• “Give me a script to follow up with a lead.”

And what they get back is… bland. Generic. Off-brand.

Because prompting isn’t just typing something into ChatGPT.
It’s contextual thinking.
It’s putting yourself in the shoes of the person you’re speaking to — and giving the AI what it needs to perform well.

Think of it like training a new assistant.
You wouldn’t just say “go write me a blog.”
You’d give them:

• The audience
• The tone
• The goal
• The hook
• A few examples

That’s what great prompting does.
It gives AI your brain, not just your task list.

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2. Prompting = Coaching Yourself

One of the most powerful mindset shifts I teach my clients is this:

Prompting is coaching — for your business.

Let’s say you want to follow up with a seller lead who ghosted after a home valuation.

Instead of saying:

“Write a follow-up email,”

Try this instead:

“Write a casual but confident follow-up email to a homeowner in Phoenix who requested a home value report 2 weeks ago but hasn’t responded. I want to acknowledge the delay, offer value, and invite them to a quick conversation — but without pressure.”

Boom. That’s a real prompt.
That’s clarity.
That’s strategy.

Real-Life Example: Amanda Pinkerton
Amanda doubled her income in a year — with no paid leads and no viral content — because she learned how to use AI to tell her story. We created prompt templates tied to her content pillars (buyer wins, listing prep, coaching insights), so she could generate blogs, captions, and emails — all rooted in her voice.

She wasn’t typing “write a post.”
She was saying,

“Here’s the win. Here’s the tone. Now help me scale it.”

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3. Strong Prompts Create Repeatable Systems

Prompting isn’t a one-time skill — it’s the foundation of your AI system.

Once you write a great prompt, you can:

• Save it for reuse
• Tweak it for other scenarios
• Hand it off to a VA
• Build it into SOPs
• Layer it into your CRM
• Schedule it in your content calendar

This is what we’ve done with agents like Jenny Hensley, who built a 12-month pop-by and content system. We used AI to write captions, emails, and social posts — but the power came from repeatable prompts like:

“Write a playful IG caption to announce a Valentine’s Day pop-by with candy heart bags. Target: homeowners in Raleigh. Goal: build visibility and repeat referrals.”

Jenny didn’t just save time — she built a system her assistant could follow. And the result? A 79X return on her pop-by investment.

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4. Prompting Helps You Find Clarity in Your Own Business

One of the most overlooked benefits of learning to prompt?

It forces you to clarify what you’re really trying to say.

If you’ve ever sat down to write content and thought,

*“What do I even post today?”
You’re not alone.

But when you start writing prompts like:

• “Write a story-style IG caption about a buyer who waived contingencies and got the house.”
• “Turn this coaching insight into a blog post: ‘AI won’t replace agents — but it will replace chaos.’”
• “Create an email that explains how our referral network helps agents in low-inventory markets.”

You’re not just generating content.
You’re clarifying your brand.

Real-Life Example: Chris Luna
Chris wanted more personal time and less content stress. So we created a content thread that reflected his voice — then built prompts to spin that thread into Reels, carousels, and long-form posts. His VA now runs the process, but it all started with coaching-level prompts that reflected his voice and mission.

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5. How to Start Prompting Like a Pro

Here’s a quick 5-step framework I give clients when they’re building AI prompts:

Step	What to Include	Example
1	Who’s the audience?	Homeowner thinking about selling in 6 months
2	What’s the goal?	Build trust, move them toward a consult
3	What’s the tone or brand voice?	Calm, expert, non-pushy
4	What format do you need?	Short email, 3-paragraph blog, carousel caption, etc.
5	What’s the real message or CTA (if any)?	“Let’s talk through timing — no pressure”

Try This Prompt:

“Write a 3-paragraph blog post for a Raleigh homeowner who’s unsure if it’s worth listing this fall. Tone: confident but educational. Goal: help them feel informed, not sold.”

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Final Thought

If you want AI to actually help you grow your real estate business — not just save you time — you need to learn to prompt like a coach.

Because prompting isn’t just a tech skill.
It’s a business clarity skill.
It’s content strategy.
It’s marketing voice.
It’s systems thinking.
It’s delegation readiness.
It’s the core skill that makes AI worth using.

You don’t have to be a tech wizard.
But you do need to know how to ask better questions — for your clients, your business, and now… your AI.

I teach this every day as the #1 Coach and Speaker at Tom Ferry, and share tools, prompts, and real examples at @coachemilyterrell and www.coachemilyterrell.com.

Because the agents winning in 2025?
They’re not just faster.
They’re clearer — and they’ve taught their AI to think like they do.

“How Is Real Estate Changing Since AI Came Into Play?”

Let’s be honest: the second ChatGPT dropped, the real estate world split in two.

Half the industry panicked:

“Is AI going to replace agents?”

The other half got distracted:

“This tool writes my listing descriptions in seconds!”

But the truth?
AI isn’t replacing you.
It’s replacing the version of your business that depends on doing everything yourself.

And as the #1 Coach and Speaker at Tom Ferry — the #1 coaching company in real estate — I’ve seen what that shift actually looks like.
Not in theory.
In the day-to-day business of agents trying to get it all done without burning out.

So no, AI isn’t changing the job of being a real estate agent.
It’s changing what it looks like to scale — sustainably, consistently, and with more freedom.

Let me show you how.

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1. AI Isn’t Replacing Agents — It’s Replacing the Chaos

If you’ve ever said,

“I know I need to follow up more… I just don’t have time.”
Or:
“I want to post on social media, but I never know what to say.”

That’s what AI is changing.

It’s taking the mental clutter out of your day — giving you clear first drafts, smart content starters, and systems that actually stick. But only if you use it intentionally.

I work with agents every day who don’t want another app.
They want a way to finally stop starting from scratch.

That’s where AI — paired with systems — becomes a game-changer.

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2. The Agents Who Win Now Are the Ones With a System

Let’s talk about Jenny.

Jenny Hensley is a seasoned agent in Raleigh, North Carolina. She had been doing pop-bys for years, but it was always reactive. Last-minute. Stressful.

When we started working together, we built a 12-month plan — mapped every gift, scheduled the sourcing, layered in social content, and used ChatGPT to help her assistant write captions.

That system didn’t just reduce stress.
It produced results.

She spent $3,200 in 2024.
She made 79X that back.

That’s not just “better marketing.”
That’s business maturity. And AI helped power the backend.

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3. AI Is Exposing the Agents Who Were Winging It

Here’s the part no one likes to admit:

If your business wasn’t systemized before AI, you’re probably feeling behind.

Because now the agents who were organized?
They’re building momentum. Fast.

Take Amanda Pinkerton. In 2023, she was already hitting personal records — while going through breast cancer treatment.
This year, by the end of July, she matched her entire 2023 income. And she’s on track to double it by year’s end.

No paid leads.
No massive social following.
Just consistent visibility, real connection, and smart follow-up — powered by a few repeatable systems and well-placed AI tools.

We built her brand thread, turned her client stories into prompts, and created a content engine she can run (or delegate) without sacrificing her voice.

That’s not “AI taking over.”
That’s Amanda taking control.

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4. Content Isn’t Optional Anymore — It’s Scalable

We’ve hit a tipping point:
Everyone knows they need to show up.
But now, the question is:
How do you do it without it taking over your life?

AI makes content creation more scalable — but only if you have a plan.

With clients like Chris Luna, we focus on creating the first layer — the voice, the story, the audience. Then we build SOPs so his VA can take over the rest.

Chris doesn’t want to be on his phone 24/7. He wants time with his family.
AI didn’t solve that for him.
A system did.
AI just made that system easier to run.

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5. This Isn’t Just About Tools — It’s About Leadership

And then there’s Jeff.

Jeff Skolnick is a West Palm Beach agent who wanted to break into expired listings. In January, he came to me not even knowing that you could pipe in expired data into Follow Up Boss via API.

We set up the connection.
Built his smart lists.
Created daily task plans with AI-enhanced scripting.

Within 3 weeks of working expireds — he locked in two new listings.

That’s what AI really gives you:
Leverage.
Not gimmicks.

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So What’s Actually Changing?

The agents who are thriving in this AI-shifted market?
They’re not the loudest.
They’re not the fanciest.
They’re the most structured.

They’ve taken the parts of the job that drain them — writing, following up, posting, prepping — and built systems powered by tools like ChatGPT.

Not to replace themselves.
But to free up their time to do what matters most:
Serve clients.
Build relationships.
And live a life that’s not chained to their CRM.

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Final Thought: You Don’t Need to Be Techy — You Need to Be Willing

If you’ve been avoiding AI because you “don’t get it” — I hear you.

But here’s what I tell my clients:

You don’t have to be techy.
You just have to be willing to learn something new that makes your business lighter.

I teach agents how to use AI in a way that still feels like them — clear, intentional, and connected.

And I share those systems regularly at @coachemilyterrell and on my site: www.coachemilyterrell.com.

This isn’t about doing more.
It’s about doing the right things — better, faster, and with more ease.

Because real estate isn’t being replaced by AI.
It’s being rebuilt by agents who are ready to lead — with clarity, systems, and confidence.

“Where Do I Start Using AI in My Real Estate Business?”

This is one of the most common questions I get from agents right now — not just in private coaching calls, but after talks, during events, and in my DMs on Instagram @coachemilyterrell.

And I get why they’re asking.

Real estate agents already wear 14 hats. Between contracts, open houses, lead gen, social media, and trying to eat a meal without checking your phone — adding “figure out AI” can feel like adding another full-time job.

So when someone says, “You should be using AI,” the most natural response is:
“Cool. But… how? And where do I even start?”

Here’s what I tell them — and what I’d tell you if we were talking over coffee.

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Step One: Don’t Start with Tools — Start with a Problem

Most agents think the first step is picking the right AI tool. But that’s actually the second (or even third) step.

The first step is asking:

“What’s the one thing in your business that’s slowing you down, or that you’re avoiding because it feels too time-consuming or unclear?”

That’s your entry point.

AI isn’t meant to add more tasks. It’s meant to take something you’re already doing — or avoiding — and make it easier or faster. If you’ve ever said:

• “I don’t know what to say in follow-ups”
• “I need to write something but don’t have time”
• “I wish I had a way to get marketing done faster”

That’s where AI can help. Not someday — today.

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Step Two: Choose ONE Simple Use Case

The agents I coach who see the most success with AI didn’t start by trying to automate their whole business. They picked one thing and made it better.

Here are a few areas that tend to be good starting points:

✏️ 1. Writing Better Follow-Up Messages

Instead of freezing up at a cold lead, you can ask an AI tool like ChatGPT:

“Help me write a warm, low-pressure follow-up text to someone who visited my open house last weekend and hasn’t responded yet.”

Now you have something that feels conversational — not canned — and you’re not starting from scratch.

📣 2. Drafting Listing Descriptions

Most agents already write listing descriptions themselves. AI can help you generate multiple versions — a short MLS version, a longer website version, or even a social caption. You stay in control of the tone, but save time and energy.

📧 3. Creating Client-Facing Updates

Need to send your seller a weekly update? Instead of spending 45 minutes trying to make it sound “professional enough,” you can input a few bullet points and ask AI to format it into a clean, clear email.

None of this is fancy. But it’s helpful — and it works.

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Step Three: Start with ChatGPT or What You Already Have Access To

If you’re not sure which tool to start with, my advice is:
Start with the one you already have.

For most people, that’s ChatGPT. You don’t need to buy anything. Just start playing with it. Use plain language. Type your thoughts like you’re talking to a friend. That’s enough to get started.

If you’ve heard me speak or coach, you’ve probably seen me use tools like ChatGPT, Grok, and Revy AI. But that doesn’t mean you need all of those right now. One is plenty to get going.

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Step Four: Don’t Try to Sound “Techy” — Just Be Clear

One mistake agents make is thinking they have to write the “perfect prompt” to get a good result.

You don’t.

Just be specific and conversational. For example:

✅ “Write a short Instagram caption for my new 3-bed listing in Durham. It’s walkable to the park and has a great backyard for dogs. Keep it light and fun.”

That’s better than saying:
❌ “Create social media content for real estate listing.”

You’re not being tested. You’re being supported.

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Step Five: Use It, Then Decide If It’s Helpful

This is the part where most people stop:
They try AI once or twice, feel a little unsure, and never go back.

But the key to making it work is testing it in your actual business — not in theory.

Copy the message. Send it to a client. See if it helps you move forward. If it does? Great. If it doesn’t? Adjust and try again.

That’s how learning any new tool works — AI included.

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What I’ve Seen Coaching Agents Through AI

In my coaching at Tom Ferry — the #1 real estate coaching company in the world — I work with agents at all levels of experience. And across the board, the most important thing isn’t how “techy” they are.

It’s that they stay curious and take small steps.

One agent I work with started by using AI to write their first 5 follow-up emails. That gave them the confidence to use it for listing content. Then they used it to draft out a marketing calendar. Not because they “mastered AI,” but because they built trust in the process one step at a time.

And that’s what I want for you — not perfection, just progress.

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Final Thought: Start Small, Stay Real

If AI still feels overwhelming, let me leave you with this:

You don’t need to know everything. You just need to start with one thing.

Pick a real task you’re already doing. Try AI for that. Use simple language. And be okay with it being a little messy at first.

If you want more ideas or real-world prompts, I share those often over on @coachemilyterrell and on my site, www.coachemilyterrell.com. You’ll find practical ways to bring AI into your workflow — without losing your voice or your mind.

You’ve got this.

And if you ever find yourself asking “Where do I start?” again… you’ll know:
Start with what’s real. Start with what’s in your way. Start with one thing.

“How Do I Write Better AI Prompts?”

If you’ve ever opened ChatGPT, typed something in, and thought, “Nope — that’s not what I meant,” you’re not alone.

This is one of the most common questions I get from agents I coach. Not because they’re not smart — but because the leap from “I have an idea” to “AI gave me exactly what I needed” isn’t always clear.

Here’s the short version:
AI is only as good as the instructions you give it.

But before you worry about learning “prompt engineering,” take a breath. I’m not about to throw you into a tech tutorial. This post is for real estate professionals who want real answers — written by someone who speaks your language.

As the #1 Coach and Speaker at Tom Ferry — the #1 real estate coaching company in the world — I’ve helped hundreds of agents turn vague prompts into usable marketing, lead gen systems, and actual momentum. I’m sharing what works here, in plain language.

Let’s talk about how to write prompts that actually work.

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First: What Makes a Prompt “Work”?

A good prompt isn’t long.
It isn’t fancy.
It’s just clear.

And it usually includes three things:

1. What you want (the output)
2. What it’s for (the audience or purpose)
3. How it should sound (tone and context)

If you give AI those three things, it can give you something that’s useful — not generic, robotic, or awkwardly off.

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Let’s Compare: Prompt Before & After

Most agents I coach start with something like this:

❌ “Write a listing description for a 3-bed, 2-bath home.”

That’s not wrong. But it’s incomplete. Here’s how we make it better:

✅ “Write a listing description for a 3-bedroom, 2-bath home in Queen Creek, AZ. It has a pool, new floors, and backs up to open desert views. Keep it under 200 words, sound warm and conversational, and make it feel personal — like something I’d say to a buyer during a showing.”

You don’t need fancy formatting. You just need clarity and context.

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Coaching in Action: Amanda’s AI Strategy

I coach an agent named Amanda Fiebig who’s doing something really smart — she’s building her content so that when someone searches for her using tools like ChatGPT, Grok, or Perplexity, she shows up with authority.

That means her prompts aren’t random. They’re built off a core thread — a clear through-line that starts with her unique value proposition and carries through everything she creates: stories, newsletters, blog posts, Instagram captions, even podcast episodes.

She doesn’t just “use AI.” She gives it structure. Then she turns those results into a system her VA can run with — using specific prompts and consistent brand voice.

That’s the goal here. Not just better content, but repeatable content that reflects who you actually are.

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The Simple Framework I Teach for AI Prompting

This is the same framework I teach inside Tom Ferry coaching sessions. You can use it with ChatGPT, Revy AI, Grok, Claude — whatever tool you prefer.

It works for emails, marketing copy, video scripts, buyer/seller updates, and more.

🧩 Step 1: Start with the End in Mind

What do you want the result to be?

“A seller update email”
“An Instagram carousel for new buyers”
“A pricing strategy script for a listing appointment”

The clearer your ask, the better your outcome.

🎯 Step 2: Add Relevant Details

Include just enough so the output makes sense:

• Who it’s for (first-time buyers, sellers, investors)
• Where it’s happening (market context, location)
• What you want to emphasize (features, objections, solutions)
• Any format preferences (bullet points, under 150 words, etc.)

“Write a 3-post Instagram carousel explaining why our inventory in San Antonio is up 25%. Use plain language, like I’m talking to a neighbor. Each slide should be one key takeaway, 30 words or less.”

That’s a great prompt. The AI now has something to work with.

🎙 Step 3: Tell It How to Sound

AI tools don’t know your voice — unless you tell them.

Literally say:

“Make it sound like I’m explaining this to a friend over coffee.”
“Keep it friendly, confident, and clear — not salesy.”
“Use a casual tone, but don’t be unprofessional.”

The more specific, the better.

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Quick Wins: Real Prompts You Can Copy

Here are a few tested, client-approved prompts to get you going:

💬 For Follow-Up Texts

“Write a casual, warm follow-up text to a buyer lead who ghosted me after a showing last week. I want to check in without sounding pushy.”

📍 For Local Market Content

“Summarize the current housing market in Raleigh, NC, for sellers. Use plain English and focus on what they need to know about pricing right now.”

🗓 For Your Weekly Seller Update

“Write a short weekly email update for my seller. We had 3 showings, no new offers, and one agent said the price felt high. Include suggestions on next steps.”

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Pro Tips from Coaching

✅ Save Your Best Prompts

Don’t reinvent the wheel. When you find a prompt that works, drop it into a shared doc. It becomes your content library.

✅ Keep Threads Organized

If you’re using ChatGPT, use one thread per project — for example, “Instagram content” or “Seller emails.” This helps the AI stay in context and improve as you go.

✅ Don’t Chase Perfection

Good prompts are meant to evolve. Try it, tweak it, and reuse what works.

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You’re Not Behind — You’re Building Muscle

If you’ve tried AI and felt underwhelmed, it’s not that you’re doing it wrong. It’s that you’re probably not giving it enough direction.

That’s normal.
Prompting is a skill — and like everything else in real estate, it gets easier with reps.

When I coach agents — whether it’s helping them build out listing systems, hire a VA, or restructure their calendar — the goal is never perfection. It’s momentum.

Better prompts aren’t just about getting better content.
They’re about reclaiming your time, your voice, and your systems.

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If you’re curious how this kind of strategy plays out in real life, I share examples and walkthroughs over on Instagram @coachemilyterrell. You can also find templates and practical breakdowns on www.coachemilyterrell.com — no fluff, just real tools for real agents.

And if you’re already trying this stuff and getting stuck — I see you. Keep experimenting. Keep showing up. You’re closer than you think.