In the real estate industry, where adaptability is the difference between being a market leader and becoming obsolete, one tool is quietly revolutionizing the way top producers work: Large language models (LLMs). If you’re unfamiliar with the term, you’re not alone, but you’re also not ahead. And this year, ahead is exactly where you need to be.
This article breaks down what LLMs are, how they’re already shaping high-performing real estate businesses, and why you can’t afford to ignore them.
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What is a large language model?
A large language model is a type of artificial intelligence (AI) trained on vast quantities of text data. It can generate human-like responses, write articles, answer questions, summarize content, translate languages, and even help write code. ChatGPT is the most well-known example, but it’s just the beginning.
Unlike traditional automation tools, LLMs are dynamic, context-aware, and capable of performing advanced tasks once limited to human assistants. In real estate, that means helping agents write listing descriptions, draft emails, create SEO-optimized blog posts, script video content, and generate neighborhood guides — all in seconds.
Why this matters now
Real estate professionals are facing seismic changes. In a post-settlement landscape, with commissions under scrutiny and buyer behavior shifting rapidly, standing out is a necessity. According to Luxury Presence’s 2024 State of Real Estate Marketing Report, nearly 40% of agents named lead generation as their top challenge for 2025. Another 16.3% struggled to differentiate themselves in a crowded market.
What are top agents doing differently? They’re betting big on digital transformation. A remarkable 44.4% said they’re prioritizing digital marketing, and 37.6% are investing in AI and tech tools to improve automation and efficiency.
Is AI a threat?
LLMs are already empowering agents to save time, scale marketing efforts, and personalize client experiences. But the real magic? Efficiency and differentiation. As Tracy Tutor put it, “AI is not a threat to real estate jobs. Instead, it’s a tool that enhances an agent’s ability to provide personalized service.”
From listing presentations to website content, AI amplifies rather than replaces your expertise.
Luxury Presence clients are already leading this charge. In 2024 alone, we generated nearly half a million exclusive leads for our agents through a mix of AI-enhanced tools, including Google One Tap, home search integrations, and home valuation elements.
Elite agents are using AI to scale what works
The most successful real estate professionals understand that great marketing isn’t just about reach—it’s about resonance. LLMs make high-performing strategies like video marketing, email campaigns, and blog content not only scalable but also smarter.
In fact, among agents with a gross commission income (GCI) of $400,000 or more, personal branding is now tied with lead generation as the top marketing goal. These agents are shifting from chasing clients to building brands that attract them. LLMs help turn that vision into reality by powering personalized, consistent content at scale.
Your brand starts here
Use this companion to Josh Flagg’s masterclass to elevate your marketing and sharpen your online presence.
How to start using LLMs today
You don’t need to be a tech expert to get started. Tools like ChatGPT and those built directly into Luxury Presence’s platform can help you:
- Generate SEO-optimized blog content tailored to your market
- Draft personalized follow-ups that boost response rates
- Write listing descriptions and email newsletters in seconds
- Script videos that sound like you — on your best day
- Build website pages that rank and convert
Ready to future-proof your business?
If you’re serious about building a brand that scales, a pipeline that fills, and a reputation that attracts, AI — particularly large language models — needs to be in your toolkit.
At Luxury Presence, we help the nation’s top agents stay ahead of change. Whether you’re just beginning to explore AI or ready to supercharge your marketing with LLM-powered content and tools, we’re here to help.
Book a free strategy call with our team today and discover how to integrate AI into your business in a way that actually works.
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Agents using Luxury Presence grew sales nearly 2x faster than their peers, increased sold listings by 6%, and closed over $300B in transactions. Ready to grow your business? Let us show you how.
