At eXpcon in Miami, 2024 Inman AI Award winner Adam Gillespie and veteran real estate coach Sherri Johnson revealed why 47% of agents report no ROI from AI tools: Most agents fundamentally misunderstand how to implement them.
Here are seven smart strategies top agents use to get real results with AI, while others waste time editing generic ChatGPT prompts.
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1. Clone yourself first, or waste 75% of your time editing
The biggest mistake agents make is using AI without personalization. Johnson noted that 75% of users report having to do heavy editing after using AI, often spending so much time tweaking output that they could have written it themselves.
The solution: Invest 2-3 hours upfront training AI on your business model, target demographics, communication style, and speech patterns using ChatGPT’s advanced voice mode.
Gillespie demonstrated the dramatic difference. A generic ChatGPT blog post for first-time homebuyers began: “Buying your first home is a big milestone in Denver. It’s an exciting market to do it in.”
After cloning his voice, the same prompt produced: “What up Denver, if you’ve been thinking about buying your first home this year, but every headline has got you feeling like now ain’t the time… Pause that negativity, bro. This market ain’t easy, but it’s still full of opportunity if you know how to play the game.”
“If your AI doesn’t sound like you, act like you, and represent you, well, guess what? You’re leaving a lot on the table,” Gillespie said.
2. Blog for AI discovery, not humans
The segment also addressed answer engine optimization (AEO) and positioning content for discovery by AI models like ChatGPT and Perplexity rather than traditional search engines.
“It’s no longer who’s going to rank in Google, it’s who’s going to be found inside the [large language] model,” Gillespie explained. “SEO absolutely matters, but think about it as the foundation. AEO is the house that goes on the foundation.”
When a colleague questioned creating 50 blogs on one specific neighborhood on his website, Gillespie explained: “The reality is, they’re probably not [going to read all of them], but we’re not blogging so somebody can land on our website and read the blog. We’re blogging so somebody will search in a large language model.”
Gillespie’s personalized AI lets him create blogs in 30 seconds. His strategy includes hyperlocal neighborhood content (amenities, restaurants, businesses), video and written formats for each piece, partnerships with local businesses, and conversational Q&A formatting optimized for AI models.
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3. Use AI to read personalities and adjust your negotiation style
Gillespie revealed an advanced tactic that goes beyond content creation: “I use AI to scrape personality profile statistics for all the agents I work with, and then I adjust my negotiation strategy… Can you imagine how successful I am in the negotiations?”
His tool of choice is Crystal Knows, a Chrome extension that analyzes LinkedIn profiles to determine DISC personality types.
Johnson connected this to traditional relationship-building: “I teach agents to do that manually. Call Lee and say, ‘Hey, Lee. It’s Sherri Johnson from eXp. I have an offer on your 127 Summit Street. I wanted to talk to you first about a few things,’ and I would ask a series of questions to find out, did she price the house? Did the seller price it? Who am I fighting against? Is this agent an egomaniac, or is she cool and calm?”
4. Your CRM is a continuous referral machine if you use it right
Both speakers emphasized that AI without proper CRM integration is a missed opportunity. Johnson shared that agents who properly leverage their CRM can achieve 85 to 95% referral rates.
The key is sophisticated segmentation beyond basic buyer and seller labels. Effective categorization includes open house follow-ups, past clients, geographic farming areas, price point preferences, and timeline indicators (30 days, 90 days, 6 months, 12+ months).
“You want to be able to speak to people differently, and you can’t do that unless you tag them with different categories,” Johnson explained.
Both presenters emphasized replacing the canned email templates in CRMs with AI-generated content that matches your voice.
5. AI can build landing pages in five minutes
Johnson demonstrated how AI dramatically simplifies landing page creation, reducing a process that once required designers and copywriters down to about five minutes.
Why spend the time? Landing pages are a critical lead generation tool, specifically because they eliminate decision fatigue by presenting one clear action.
“On a website, I have to make decisions about drop-down menus. I don’t know where everything is. The attention span of an adult is a couple of seconds. If they have to make a decision, [they] will do nothing and get distracted and go away,” Johnson explained.
High-converting landing pages include clear value propositions as headings with keywords, minimal form fields (name, email, text preferred over phone), multiple intent checkboxes (buy, sell, get pre-approved, market analysis), video introductions, and specific calls to action.
6. AI-generated educational content wins listings before you present
Johnson introduced using AI to create comprehensive educational resources that position agents as advisors rather than salespeople.
“My father taught me when I was [young], that you have to add value for people to hire you. If you don’t add value, you’re not getting hired,” she said.
Her recommended AI-generated assets include:
- Exclusive home buyer guides covering every step from escrow to key delivery
- Luxury marketing presentations customized for specific properties
- 45-day marketing strategy documents
- Market analysis by ZIP code
- Impact reports on interest rate changes
- Email subject line
- Video series scripts
Johnson emphasized practical application: “We just had a rate drop. I went into ChatGPT and said, ‘What does this interest rate drop do for buyers and for sellers in this market? How many more buyers are [now] eligible to buy?’ Isn’t that [the perfect] information to take to a seller that was thinking about selling?”
7. The RGC framework prevents AI hallucinations
Gillespie warned about a critical AI limitation: “There’s a 30% chance of an AI hallucination in ChatGPT. This is why prompt engineering can be so important.”
His solution: “RGC: Role, goal, context. As long as you’re establishing a role, as long as you’re giving it a goal, and as long as you’re providing it with massive amounts of context, there’s your prompt engineering degree right there.”
The AI implementation roadmap
For agents ready to implement these strategies, the presenters recommended this prioritized approach:
- Invest in AI personalization first. Spend two to three hours using ChatGPT’s advanced voice mode to train an AI clone on your business, communication style, target market, and value propositions.
- Audit and organize your CRM. Import all contacts from spreadsheets, old databases, and scattered systems. Create meaningful tags and categories beyond “buyer” and “seller.”
- Build one high-converting landing page. Use AI to generate copy, then connect it to a CRM workflow. Test with a small ad budget before scaling.
- Launch a 90-day nurture campaign. Use AI to generate 12-15 emails and corresponding text messages that provide value without being pushy. Load them into your CRM’s automation system.
- Start blogging consistently. Commit to two to three blogs weekly, focused on hyperlocal content, market questions, and buyer/seller education. Optimize for conversational, Q&A formatting that AI models reward.
- Create one signature educational resource. Develop a comprehensive home buyer or seller guide that showcases your expertise and serves as a lead magnet.
Johnson emphasized urgency with a final thought: “Opportunities aren’t lost. They go to someone else. [Leads] don’t vanish … those people went and bought or sold a house with somebody else.”
The competitive advantage is now, not later
The gap between agents who master AI tools and those who ignore them will be measured in millions of dollars over the next three to five years. Early adopters aren’t just gaining efficiency; they’re fundamentally changing client expectations about responsiveness, personalization, and expertise.
The tools are available. The strategies are proven. The only remaining variable is implementation.
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