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In the age of AI, it has never been easier to generate content that sounds polished and informative. From listing descriptions to social media captions, tools like ChatGPT and other generative AI platforms promise to save time and elevate your presence online. But as more of this content floods the market, it is clear that it often has a certain sameness. And that can be a problem.
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I have seen it firsthand in my work with real estate agents and entrepreneurs. AI-generated content can be a great starting point, but it is easy to spot when something is missing: your real voice, your lived experience and the nuances that make you, you.
6 telltale signs it’s AI
Here is how to tell if what you are looking at was written by AI and, more importantly, how to avoid falling into these traps yourself.
1. Phrases that feel like a pattern, not a conversation
One of the biggest giveaways is the kind of language that feels like it was pulled from a script, not spoken in a real conversation. You know the type: Phrases like “Here’s why this matters” or “It’s not just a home, it’s a lifestyle” that pop up again and again. While these can help make a point, they do not sound like how you would naturally talk to a client or colleague.
In real estate, that difference really stands out. Clients want to hear your authentic voice, something that reflects how you would naturally explain things in a conversation. If your listing description or Instagram caption starts to read like a set of talking points, it is time to step back and bring in more of your real thoughts and feelings.
2. Overuse of punctuation that does not match your style
Another telltale sign is the punctuation itself. I have noticed that AI-generated writing often leans heavily on em dashes or semicolons. While these are perfectly acceptable punctuation marks, they can feel out of place if they do not reflect how you normally write or speak.
When reviewing your content, read it out loud. If the punctuation does not flow with your natural rhythm, it might be a sign you are leaning too much on AI. Simplify where it makes sense and let your authentic voice guide the structure.
3. A tone that does not match how you speak
This might be the biggest giveaway of all. If you know someone’s voice well, you can tell when they are speaking differently. AI content often lacks the nuance of your real-world experiences. It can sound overly formal or too casual in a way that does not match your personal style.
As a real estate coach and brand strategist, I have found that this is where most agents get tripped up. They will use AI to write a property description or an Instagram caption, and it just does not sound like them.
Your clients are not just reading words on a page, they are listening for the voice of someone they trust so make sure the tone aligns with how you would actually speak if you were talking to them face to face.
4. Data without context or perspective
AI is great at pulling together facts and stats. But it often falls short in weaving those numbers into a larger narrative. If you are reading something that feels like a data dump with no real insight or perspective, that is a red flag.
In real estate, you see this with market updates that list median prices, days on market and price per square foot without tying those stats back to what they actually mean for your clients. If the writing does not connect the dots between the numbers and the impact on your ideal audience, it is missing the point.
When you are using AI tools, make sure to add your own perspective. Talk about how those stats affect your clients or your market. Bring the data to life with your insights and stories.
5. No personal experience or real stories
One of the most valuable things you can bring to your content is your own experience. AI does not have that. It can pull together information from thousands of sources, but it cannot replicate the feeling of walking into a house for the first time with a client, the excitement of negotiating a great deal, or the challenge of helping someone navigate a tricky market.
This is why AI-generated content often feels hollow. It might be technically accurate, but it does not have the weight of lived experience. That is something only you can offer.
In my own writing, I always try to share what I have seen in the field, whether that is insights from agents I coach or observations from my own time in real estate. It is those real-world moments that connect with people and make your content stand out.
6. A sense of déjà vu
Finally, if what you are reading feels like you have seen it a hundred times before, there is a good chance AI wrote it. These tools are trained on existing content, so they are great at recreating what is already out there. But they struggle to push beyond that and create something truly new.
This is why I encourage agents to always start with their own perspective. Use AI to help with the structure or to find the right words, but make sure you are the one driving the story. Fresh ideas come from real people, not algorithms.
How to keep your content sounding like you
So, what is the fix? You don’t need to swear off AI entirely; in fact, you shouldn’t. These tools can be incredibly helpful for brainstorming, outlining or even tightening up your writing.
Here is what I recommend:
- Start with your voice first. Use AI to clean up your drafts, but make sure you are the one setting the tone and direction. Consider uploading previous content you have actually written, from property descriptions to Instagram captions, to help the AI better understand your voice.
- Fact-check everything. AI can get things wrong, so double-check stats, numbers and even basic information.
- Add your own perspective. Clients hire you for your insights, not a generic script.
- Read it out loud. If it does not sound like you, rewrite it until it does.
At the end of the day, AI is just another tool in your toolbox. It is not a replacement for your real-world expertise, your perspective or your ability to connect with clients. In a world where AI-generated content is everywhere, your voice is more valuable than ever.
