This May marks Inman’s sixth 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 return this month, too.
In a time when real estate markets are shifting, inventory remains tight, and competition is rising, real estate professionals are asking one big question: How can I do more with less? The answer, according to industry expert Jason Pantana, lies in how you leverage artificial intelligence (AI).
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In a recent interview, Pantana shared how agents are using AI as a productivity partner, lead-generation machine, marketing assistant and even a role-playing coach. If you’ve been wondering how AI fits into your business, Pantana provides the answers.
Prompting is the new superpower
It used to be that the person with all the answers was the smartest in the room. Now, it’s the person who knows how to ask the best questions. Pantana began the interview with a simple definition of a prompt.
“A prompt is simply an instruction for an AI of what you want it to do. So the question becomes, how good are you at being bossy? When most people think of AI, they think of ChatGPT. That’s not all AI, but that’s a good place to start. Many agents assume they need some magic spell or perfect formula. Instead, think of it like managing an assistant. The clearer and more detailed you are, the better the output,” Pantana said.
Stop treating AI like Google
A common trap agents fall into is treating ChatGPT like a Google search bar. Pantana pointed out that unlike Google, ChatGPT is built for conversations. That means you can refine results over time, add more context and get tailored responses the longer you engage.
“Imagine having an admin who’s worked with you for 20 years. They know you because they have worked with you long enough to understand what you want and need without you having to explain it. This is where it will improve and know you better the more you use it,” he said.
He suggested voice mode in ChatGPT to get into a flow. Instead of typing stiffly, just talk to it. Let it listen and learn how you think.
Use AI to roleplay the hard conversations
When asked about an example of how agents should be utilizing AI in their businesses, he immediately mentioned role-playing tough conversations.
He shared how AI can be your practice partner for price adjustment discussions, commission conversations or buyer agency presentations. You simply set the scene, tell AI who it’s role-playing and talk through the scenario. It responds in real time.
“This is the tool agents can use in their car before appointments to rehearse hard conversations and sharpen their skill set,” he said.
Your personal tech stack
Pantana recommends agents build their AI tech stack with different tools for different jobs. He stated that you can do it economically by finding specific tools for four main categories.
1. Language tools
When it comes to large language tools (chatbots), his main tool is ChatGPT. He said he uses it for most tasks; however, he has a few others he uses for specific tasks. He uses Claude AI for anything related to analyzing data, writing formulas for spreadsheets and anything related to coding.
Lastly, he mentioned he uses Grok for research. He finds it the best tool for scouring the web for info, and it has a tie-in to X, where it can bring information together from tweets.
2. Video tools
For AI tools with video, Pantana shared that he is using CapCut and Captions. They have multiple great AI features, including AI-generated captions, automatic video editing tools, background noise elimination and new features added all the time.
3. Image tools
For image tools, he said the main application he uses is Canva. He stated that they have made some really smart acquisitions that continue to enhance their AI features. In addition, he stated that he also uses Adobe, and he is impressed with its integrations of AI technology that enhance the user’s experience of their product as well.
4. Audio
For working with sounds, he said ElevenLabs is definitely the best tool right now for cloning your voice. He said his clients are using it to create podcasts that replicate their voice. He also recommends HeyGen for creating a video clone of yourself. He said they are linking the HeyGen video clone to the ElevenLabs voice clone to create an avatar that looks and sounds like you.
How to use AI as a marketing multiplier
Pantana shared an often overlooked way to create content that is being talked about in your local market. For researching local market sentiment to develop content ideas, he suggests using Grok AI. It is owned by X AI, which makes it the only AI that is connected to an actual social media feed.
“So what a lot of agents do with AI is they ask it to brainstorm ideas for video content. One of the challenges with this is that they are usually asking ChatGPT, and ChatGPT’s web search is performed by Bing search. So, the information it is pulling in and aggregating is probably not the freshest, latest content that is going to make for the juiciest topics for videos.
“But with Grok, you can ask what people are tweeting about in your local market, and it will go geographically to find out what people are tweeting about real estate in your local market. Your ability to get timely information through Grok … greatly enhances your ability to create videos on timely topics,” Pantana shared.
AI isn’t here to replace you
Pantana ended the interview with a bold prediction: “AI won’t replace agents. But agents who use AI will replace agents who don’t.”
He doesn’t believe this is the end of the agent. But it might be the end of the agent who avoids innovation. If you’re ready to get ahead instead of falling behind, now is the time to lean in.
You can find Jason Pantana on Instagram or at his website.
Jimmy Burgess is a real estate agent and national team builder with Real Brokerage in northwest Florida, serving the 30A, Destin, and Panama City Beach markets. Connect with him on Instagram and LinkedIn.
