AI is changing the way real estate agents generate leads, market properties, communicate with clients and manage their businesses. But one of the biggest opportunities isn’t simply using AI. It’s learning how to ask the right questions to get the results you want.
The difference between an average response from AI and one that can make a meaningful difference in your business often comes down to how you frame the prompt. The more specific you are about what you want, the more useful the results will be.
With that in mind, I’ve put together five practical AI prompts designed to help agents become more visible in their local markets, generate leads, improve their communication skills, market listings more effectively, and create follow-up systems that don’t sound desperate or salesy.
These aren’t simply prompts to save and forget about. They’re designed to be copied, personalized and put into action. Here are the five I’d recommend every real estate agent start using.
5 real estate AI prompts to use now
1. Become the agent AI recommends with hyper-local content
One of the biggest opportunities for real estate agents right now is becoming the local expert that people find when they’re researching neighborhoods, communities and places to live. Think about the questions potential buyers are asking.
- What’s it like to live in a particular neighborhood?
- What types of homes are available?
- What’s the typical price range?
- What restaurants and amenities are nearby?
- What should someone know before deciding to move there?
These are the types of questions people are asking Google, ChatGPT and other AI platforms. They’re also questions you can answer through content on your website, social media and YouTube. The goal is to create specific, useful information that establishes you as a trusted resource for the neighborhood or community you want to be known for.
Here’s the prompt I’d use:
Act as a hyper-local real estate content strategist. Help me create content that establishes me as a trusted expert for [insert neighborhood or area] and improves my chances of being discovered and referenced by Google and AI platforms.
Create a 700- to 1,000-word neighborhood guide for buyers considering a move to this area. Include what makes the neighborhood unique, home styles and current typical price ranges, what everyday life is like, realistic commute information, specific restaurants, businesses, parks, attractions, and landmarks by name, schools and districts when relevant without subjective rankings, and key advantages and potential tradeoffs buyers should know.
Use specific, factual, conversational language. No generic real estate filler. Research current information when needed rather than guessing. Make the guide SEO- and AEO-friendly with a searchable title, clear headings, specific local references and direct answers to questions buyers commonly ask.
End with five frequently asked questions answered in two to three sentences each. Before starting, ask me as many questions as needed to make the guide accurate, specific and genuinely useful. Finally, suggest five additional hyper-local guides I should create to build greater authority around this market.
There are two important things happening with this prompt. First, we’re asking AI to create content tailored to a specific area rather than providing the generic information found on so many real estate websites. Second, we’re asking it to identify related topics that can help us continue building authority in that market.
That consistency matters. One neighborhood guide is a start, but a collection of useful guides, videos and articles gives potential clients more opportunities to discover you and understand your local expertise. It can also improve your chances of being surfaced by search and AI systems, although no prompt can guarantee an AI recommendation.
You’ll also notice that the prompt asks AI to ask you questions before it begins. That’s intentional. I want it to include your personal knowledge of the area, not simply repeat information it finds online.
Once the guide is created, review it carefully. Verify the facts, especially prices, businesses, schools and commute information. Make sure it sounds like you and includes the details you know matter to someone considering a move to that neighborhood. Then publish it on your website or blog and use it as the foundation for additional content.
But I wouldn’t stop there.
2. Turn 1 neighborhood guide into 30 days of lead-generating content
Once you’ve created a hyper-local neighborhood guide, the next opportunity is to use that information to build a content strategy that generates conversations and potential leads.
This is where many agents miss an opportunity. They create a useful article, post it once and move on to something else. I’d rather take that one piece of content and find multiple ways to get it in front of people who may be considering a move to the area.
I’d use AI to create a 30-day content plan around the neighborhood guide we just developed. This gives us the opportunity to create content for Instagram, Facebook, YouTube, LinkedIn and Google Business Profile while keeping our message focused on the area we want to be known for.
Here’s the second prompt:
Using the hyper-local neighborhood guide we just created, act as my real estate social media and lead generation strategist. Turn this guide into a 30-day content plan designed to attract buyers interested in the neighborhood/area along with owners in the neighborhood/area considering selling and start conversations that become leads.
Create content for Instagram, Facebook, YouTube, LinkedIn and Google Business Profile. Include a mix of short-form videos, reels, carousels, posts, stories, one longer YouTube video, and local lifestyle and educational content.
For each piece, give me the hook, content idea, caption or talking points and call to action. Avoid generic calls to action like “Call me if you’re thinking about buying or selling.” Instead, use natural conversation starters such as commenting a keyword, DMing me for a guide, asking for a list of homes or requesting additional local information.
Prioritize content that is searchable, shareable, hyper-local and useful enough that people will save it or send it to someone considering a move to the area.
Also, suggest three simple lead magnets I could offer based on the neighborhood and provide the exact call to action I should use for each. The goal is to turn my local knowledge into conversations, leads and appointments while strengthening the association between my name, real estate, and the neighborhood in search and AI.
The key here is that we’re not simply asking AI to give us 30 social media posts. We’re asking it to build a strategy around content that can generate conversations. Maybe one video compares two neighborhoods. Another highlights three restaurants residents love. Another answers a question about typical home prices. Another showcases an available property in the neighborhood.
At the end of a video, instead of saying, “Call me if you’re thinking about buying or selling,” I’d say something like, “If you’d like a list of the homes currently available in this neighborhood, just comment ‘homes’ below or send me a DM, and I’ll send it over.” Now we’ve created a natural reason for someone interested in that neighborhood to identify themselves.
I’d also encourage you not to feel obligated to use every piece of content AI recommends. Review the 30-day plan and identify the ideas that fit your personality and the way you want to communicate. I’d challenge you to get a little uncomfortable and try something new, but I wouldn’t recommend publishing content that feels completely disconnected from who you are.
The goal is to expand your reach while building a personal brand that reflects the person clients will actually meet when they decide to work with you.
3. Use AI as your personal objection-handling coach
The first two prompts are designed to help you generate more opportunities. But what happens when those opportunities turn into conversations and someone asks a question you’re not prepared to answer?
- Maybe a seller says your commission is too high.
- Maybe a buyer says they want to wait until interest rates come down.
- Maybe a homeowner asks why they should list with you instead of another agent.
We’ve all had those moments when someone asks a question and we wish we’d had a better response.
That’s where the third prompt comes in. I’d use AI as both an objection-handling coach and a role-play partner. The first part helps develop a response that’s confident, conversational and easy to remember. The second part gives you an opportunity to practice that response until you’re comfortable using it.
Here’s the prompt:
Act as my expert real estate sales coach and 24/7 role-play partner. The buyer or seller objection is: [paste the exact objection here].
First, give me a three-sentence, word-for-word response that acknowledges their concern, reframes it with a helpful fact or perspective and ends with a question that moves the conversation forward. Keep it confident, warm, conversational, easy to remember and zero pressure. Never sound scripted, defensive, or salesy.
Then, role-play the situation with me. Give me the objection and wait for my response. After each answer I give, briefly tell me what worked and what I can improve. Give me a stronger response if needed.
Continue with the client’s most realistic next response or objection. As I improve, make the objections progressively harder and more realistic. Continue until I tell you to stop. The goal is to help me respond naturally and confidently, not memorize a script.
One of the things I love about this prompt is that it removes much of the discomfort agents often feel during traditional role-playing exercises. I’ve been in plenty of sales meetings where agents were asked to practice scripts in front of other people. For some agents, that can be intimidating. They’re worried about saying the wrong thing or being embarrassed in front of their peers.
With AI, you can practice privately. You can use it at home, at the office or through voice conversations when you’re in a safe environment to do so. You can repeat the same objection as many times as needed, ask for feedback and gradually make the scenario more challenging.
This October, Inman turns its focus to AI and its rapid rise in real estate. During Artificial Intelligence Month, we’re digging into the startups shaking things up and the established players folding AI into their offerings.
I’d start with the three objections that make you the most uncomfortable. The ones you hope a seller doesn’t bring up during a listing appointment or that you’re never quite sure how to answer when a buyer asks. Practice those until your response becomes natural.
The goal isn’t to memorize the perfect script. It’s to become comfortable enough with the conversation that you can listen, respond confidently and help the client move forward.
4. Write MLS descriptions that sell the lifestyle, not just the house
One of the first things many agents tried when AI became widely available was using it to write listing descriptions. But I believe most agents are still missing the biggest opportunity. Too many MLS descriptions sound exactly alike. They’re filled with phrases like “charming home,” “dream property,” “won’t last long” or “this one has it all.”
I’d rather create a description that helps a buyer imagine what it would feel like to live in the home. The photos and videos are designed to stop the scroll. The description should help turn that initial interest into a decision to see the property.
Here’s the prompt I’d use:
Act as an expert real estate copywriter. Write a 500-word MLS description that stands out from generic listing descriptions, is SEO- and AEO-optimized and helps buyers imagine what it feels like to live in this home.
Property details: [insert number of bedrooms, bathrooms, square footage, neighborhood, location, standout features and any other relevant information].
Lead with the lifestyle or experience, not the specs. Highlight what makes this home different using specific, natural, conversational language. Naturally include relevant location, property type, neighborhood, lifestyle and feature keywords that could help the listing appear in Google searches and AI-generated answers without keyword stuffing.
Avoid clichés like “charming,” “cozy,” “dream home,” “won’t last long” or “this one has it all.” Don’t repeat MLS facts unless they add to the story. End with a natural one-line call to action. Before writing this, ask me as many questions as needed, one at a time, to create the best, most distinctive, SEO- and AEO-optimized MLS description possible.
Adjust the word count to fit the requirements of your local MLS and provide as many details as possible about the property before asking AI to write the description.
For example, instead of simply saying the home has a large covered back porch, I’d tell AI that the porch overlooks a wooded backyard, faces west and provides a place to enjoy sunsets in the evening. Those are the types of details that help turn a feature into an experience.
I’d also make sure the final description is accurate, complies with MLS requirements and fair housing laws and doesn’t make claims about the property that haven’t been verified. But here’s where I’d take this strategy one step further. I’d use the finished description as part of my listing presentation.
I’d explain to the seller that professional photography and videography are designed to capture buyers’ attention. But when buyers are comparing several homes online and deciding which ones they actually want to visit, the description can help their property stand out.
Then I’d show them the description I’ve created and explain why I’ve chosen to highlight specific features, lifestyle opportunities and local details. I’d even ask, “Is there anything about living in this home that you feel we’ve missed?” That gives the seller an opportunity to contribute something personal that could make the description even stronger.
Now I’m not simply showing the seller that I know how to use AI. I’m showing them how I’m using it to market their property more thoughtfully.
5. Create a follow-up sequence that doesn’t sound desperate
Last but not least, I’d use AI to help create follow-up systems that sound personal, provide value and give people a reason to respond. Most agents understand the importance of follow-up. The challenge is that too much of it sounds the same. “Just checking in.” “Following up again.” “Touching base to see if you’re ready.”
Those messages rarely give the person receiving them a compelling reason to respond. I’d rather build a follow-up sequence where every message has a different purpose and offers something useful.
Here’s the fifth prompt:
Act as an expert real estate follow-up copywriter. Create a five-touch, 15-day follow-up sequence for a [open house visitor, internet lead, buyer, seller or other lead type] that feels helpful and natural, never desperate or salesy.
Each message should be under 80 words, use a different reason for reaching out, sound personal and conversational, provide value or create curiosity and avoid phrases like “just checking in,” “following up again,” or “touching base.”
Never ask for a meeting in two consecutive messages. Use a mix of text, email or phone video messages when appropriate. Make touch number five more direct with a clear next step.
Before writing, ask me any questions needed to make the follow-up specific to the lead and the situation.
The first thing I’d do is customize this prompt based on the type of lead I’m following up with. A past client should receive a very different message from someone I met at an open house or an internet lead who requested information about a specific property.
I’d also make sure each touch has a purpose. Maybe the first message provides information they requested. The second shares something useful about the neighborhood. The third answers a question they may not have considered. The fourth provides an update or resource related to their situation. Then the fifth gives them an opportunity to take the next step.
I’d also use AI to help me adjust the tone until the messages sound like something I’d actually say. One of the best things you can do is edit the responses AI provides, then share your edits back with it. Explain what you changed and why. Ask it to use those preferences when creating future messages. The more you refine the process, the more useful the responses can become.
The goal isn’t to automate every interaction or send generic messages to hundreds of people. It’s to use AI to make your follow-up more thoughtful, consistent and personal while respecting people’s communication preferences.
The bottom line
These five prompts give you a practical place to start or expand what you might already be doing. The key isn’t simply copying these prompts and accepting whatever AI gives you. It’s providing the details, asking better questions, reviewing the results and refining them until they reflect your experience, your market and your voice.
AI gives us access to tools that can help us do things faster and more effectively than ever before. But the agents who benefit most won’t necessarily be the ones using the most tools. They’ll be the ones who learn how to ask the right questions and then take action on the answers.
