A (0:00)

Before we jump in today, if you're an agent who doesn't have full control over how many new clients you get every month, I'm hosting a free 30 minute masterclass that you're going to want to attend. I break down the new way that top agents are attracting five, six, even seven deals every single month for free, without relying on Zillow, without buying Google leads, without referrals or anyone else giving them business. This masterclass is completely free. All you have to do right now to register is go over to clientsfromsocial.com and reserve your spot. That's clients from social.com agents are using AI completely wrong and it's killing your business. So today I'm going to break down exactly where you're using AI wrong and what to do instead. Plus, I'm going to give you a free prompt. A prompt that you can plug into your chat, GPT or cloud or whatever that will fix all of this. Let's go. The Massive Agent Podcast with lead generation tips and strategies to get you more leads and sell more homes. I love to buy houses. I like to sell houses. It takes brass balls to sell real estate. Wait a minute. The leads are weak. You're weak. I've had better. Better. Oh, have I got your attention now? Here's your host, Dustin Brome. What is up, guys? Welcome to episode 430 of the Massive Agent Podcast. I am your host, Dustin Brome here in Salt Lake City, Utah. Today, we're talking about AI and how you're absolutely so screwing everything up. You're using it wrong like most agents. And I'm going to break down exactly how you're using it wrong and what you should do instead. Because I'm seeing agents hurting your brand. I'm seeing agents destroy credibility. I'm seeing agents bore people. I'm seeing your content get worse. I'm seeing you get worse because of the way you're using AI. So let's address this and fix it today. So here's the biggest thing that I see just jumping right into it. The biggest. The biggest issue that I see agents making is just copy and pasting exactly what chat GPT tells them into an email, into a caption or a video script or whatever. The problem is, most agents have not taken the time to train their AI, whether it's chat, GPT or Claude or Gemini or whatever. You haven't taken the time to train it on your personality, on how to speak like a human. And so you get this AI slop crap that is so easy to Notice it's so generic. It's overly professional. It's way too like, you can tell it's a robot. Like when you, when you say things or put something in a post, it's like, it's not this, it's that. It's not this, it's that humans don't talk like that. If you were, if you were having a conversation with somebody and I was saying it's not this, it's that. That doesn't sound natural. So, like, that's one thing that you've got to train your AI to remove. But, but the copy and pasting AI scripts directly into your video recording without any editing is a huge mistake. So that's number one, because AI writes in like corporate speak. And I know a lot of you have trained your, have trained your AI to do a bit better as far as that goes and to learn your personality and to not be so formal. But there are still certain formats of speaking that are wildly unnatural to a human that AI sneaks in there. And so if you're just copy and pasting and you're not editing and you're not that, if, if you. And here's the thing, AI is also making you so lazy that you're getting worse at copywriting, you're getting worse at writing hooks, you're getting worse at writing scripts, you're getting worse at communication because you're just letting AI do it, thinking that that's good because of some magic prompt. Now if you can wrap this around your head, AI should not. As far as content goes, right, there's certain workflow things that AI can replace you. It's very limited right now in what, what is this? March of 2026. It's limited on what AI can replace. The majority of what AI can do is just get you closer to a great result. But it's not meant to replace you. You still have to know how to be a content creator. You still have to know how to pick great topics, how to frame a lesson, how to frame a message, how to write a script. Because if you don't, you're just going to be putting out generic crap and people can tell it's sloppy. There's a ton of it on the Internet and you're hurting your credibility. So if you sound robotic and fake on camera, if, if your, your content has zero personality, doesn't differentiate you from anybody else, you've got some work to do. You're leaning too heavily on AI and so I'm going to give you some, some tips here and I'm going to give you a prompt in a minute. I'm going to have. I'm going to give you a certain keyword, a trigger word that you can use. You're going to go to Instagram, you're going to follow my account, because this automation only works if you follow me. You're going to. You're going to follow Massive Agent on Instagram and put in this certain word that I give you here in a minute and I'm going to send you this prompt. To train your AI, regardless which platform you're using, to speak more like a. An actual human, it removes certain words that are AI words. It's going to speak more like you and speak more like a human, so you can get much closer. So instead of AI getting you 75 or 80% of the way there, it might get you 90% of the way there's. But you, I'm sorry, you have to get like, you've got to do the last 10%. You've got to go in and edit. You got to reword some stuff, you got to add some personality to all of it, whether it's scripts, writing, listing, descriptions, emails, posts, whatever. Like any, any type of content. You have to infuse personality into stories, into. Otherwise it's just generic. And nobody likes generic stuff. So use AI as the first draft or to create outlines, not the final draft. If you're using AI as the final draft, that's a big problem. You have to rewrite it in your voice and your personality. Even if you've prompted it and taught it over time to know your voice and your personality and your tone, you still have to tweak it. Look, I have these podcasts that I do every week. So I have like, you know, 20 to 50 minutes of podcasts, plus all my YouTube videos that I do once a week that I throw into Claude, I throw into chat GPT and I. So over time, I'm training it on my personality and the way I speak and the words that I use and the cadence that I use and all of that. It still doesn't get me a hundred percent of the way there, so don't expect it to. And especially if you're doing local content, you have to be the one to add local, specific, like specific local examples, references that AI doesn't know. AI doesn't know literally everything yet. I don't know if it'll ever know literally everything, but it can know everything on the Internet and it can know everything. Like, anyways, it doesn't know everything. Okay? So number two, using AI to write all your social media captions without human input is a major mistake. AI doesn't know your market, doesn't know your clients, it doesn't know your personality. Yes, you can train it on those things, but it still only gets you 80 to 90% there. You've got to add that extra human, humanness. I see so many people and look, and myself included, like I have the, I noticed this about myself months ago and I stopped doing it. I was, I was saying, hey, optimize this, optimize, optimize this script, optimize this description for YouTube, optimize this for clicks, optimize this for retention. And when you do that too much, it removes the humanness, like the personality. And, and so I've learned to optimize for, optimize for like readability, optimize for being interesting first and the algorithm second. And a lot of us are trying to optimize for the algorithm first. And I think that's a mistake because the algorithm, if you make something funny, readable, human with personality, that's interesting, the algorithm will see that a lot of people are watching it and push it. Okay? You can't just optimize yourself into a viral post, it has to be viral worthy. So if you're using AI to write all your social media captions without any input, you're screwing up here. And especially if it, if it has emoji filled garbage like chat. Most agents use chat GPT. Okay, I think that's a mistake if you're only using ChatGPT. I'm going to do a video on YouTube here in the next week or two where I break down all the different AI tools for agents and in which situations you should use the different, the different tools. Because what I see most agents doing is they just use chat GPT for everything because it's, it's the one you started with, it's the one you know, it has the most data and you're like, well, you know, it's just what I use. Well, think of AI, the, the LLMs, specifically the, the large language models that exist today. AI as we know it today. Think of AI as tools in a toolbox that you don't use the hammer for everything. If you're doing a painting job, you don't use the hammer, okay? If you're trying to twist a bolt, you don't use a hammer, you use a wrench, you use a socket wrench, right? So you've got to know which tool to use in which situations. Chad GPT is pretty good with like, you know, everyday questions. For me, Chat GPT has replaced Google. I ask like, how does this work? Tell me about this, teach me about this, do some deep research and tell me about this. Chat GPT is pretty good. Some images and graphics, Chat GPT is pretty good. But content writing, I think Chad GPT is a drooling idiot compared to Claude. I use Claude primarily for anything content related. I use Gemini if It's related to YouTube because Google owns Gemini and Google owns YouTube. So I just go to the source because it has the most up to date information on, on Google products like YouTube. Gemini is also great for images. The Nano Banana tool in in Gemini is absolutely fantastic for, for creating graphics and images. I have not found a better one than, than that. So I use Gemini heavily for images and YouTube related stuff. But content I use Claude. So I did a video on, on my Instagram a little while back about this one simple link you can go to go find this, this video on, on Instagram. I posted it in the last few weeks so it's, it's not buried. And with this one link it will tell you exactly what prompt to put into Chat GPT to give you a whole history of everything that, that it knows about you. And then you plug it into Claude and now Claude's up to speed. So if, if you're like, well, I don't want to use a new tool you need, if you're a content creator, you need to be at least trying Claude out and using Claude for content related activities. Not for everything. I don't use it for everything. But content is absolutely key. So I kind of, here's what to, what to do instead, right? I already told you, I do this. Give your AI regardless which tool it is, posts that you've written, emails that you've written, transcripts if you've done a podcast, if you do YouTube videos, take the transcripts, feed them into your AI and say analyze this, Learn my tone, learn my cadence, learn my personality. And the more data you can give it, the, the closer it's going to get. It's never going to get to 100%. I don't see in the foreseeable future that that's even possible. It gets you 90% there, 85% there, which is pretty fricking cool. Like it's doing draft one, draft two, draft three. Now you just have to do a final draft. Here's another thing that I do have AI. So if you're, if it's like, hey, give me five ideas for this video or write a script based on this topic. You know, there's this new development that's coming to the west side. Write me 10 video scripts that I can use to promote this and use a great hook, right? Well, usually what I do is I take bits and pieces. I Frankenstein that. So instead of just taking one of those scripts, it's like, okay, that's perfect. Let's run with that one I use. I go through and I'm like, okay, I like that line. I like that one. I like that title. I like that hook. I like that. And I just start piecing them together and I Frankenstein the shit out of it. And when it gives me a bunch, I then take all the pieces and pretty much gets me all the way to a final draft. Make sure that everything AI gives you, you add some more personality to. You reword something, you use some slang, you use something that you would use, some language that you would use when speaking to somebody face to face. Number three, huge mistake agents are making with AI letting AI write listing descriptions verbatim. This stunning home features. Just stop it. Every AI is writing the same shit. You know what's nice though? I think, I don't think AI uses the word boast, at least unless you've trained it to. So that, that's actually, that's actually kind of a silver lining of this whole thing is if AI is writing everyone's listing descriptions and the word boasts disappears from. From the. The real estate lexicon. That's fantastic. Even more fantastic, I just used the word lexicon correctly in a sentence. Look at me now. Okay, Feed your AI, your notes, your observations, your thoughts. Use voice mode. So on chat GPT, on Gemini, on Grok, you can use the voice mode and just talk to it. Give it your thoughts, just like brain dump, and then say, okay, make sense of this. Here's what I want to do with these thoughts. Now do it. Help me make sense of it. And it can help organize your thoughts. AI is great for formatting and grammar, but you have to provide the soul of the content. Number four, using AI to respond to client questions, client emails, without fact checking. Okay, this is where agents are getting lazy. I understand wanting to make it easier and to be more productive, but. But if you don't ever write emails anymore, you just have AI do it. If you. If you're not ever writing video scripts, if you're not ever writing captions of posts, you're letting AI do it. If you're never writing YouTube descriptions or YouTube titles, you're letting AI do it, you're getting lazy, you're, you're not using your muscle anymore. And so I unders. Look, it's great to say, hey, the client wants this, I need to describe this. Write me a quick email. Make sure you fact check that shit. First of all, because AI hallucinates numbers all the time. Numbers, dates, specific local market data. The more local the data, the less likely that it's accurate because AI does not have MLS access. It, it does not have access to the, the daily numbers that you do as an MLS member. It does not have all that, doesn't have access to the trends. It just has lagging indicators that have been published in the news. So if you want local market data, you have to provide that and then it can format it into something that's, that's, you know, concise and to the point and, and a great email. There's so many times where I look at like the, the math on something and I'm like, let's check that. And it's wrong. So if you're giving out any information about figures and numbers and financials or whatever, I highly recommend you fact check that. So here's what I do. I'll take it, I'll copy it, I'll throw it into a different LLM. Like if I got it from Claude, I'll throw it into Grok, I'll throw it into Chat, GPT or Gemini and I'll say, hey, fact check this. Is this accurate? And then even after that, I'll double check. Depends on what the stats are. Right. Like sometimes it's so easy that it's obviously correct, but you want to make sure that you're not leading someone astray with miscalculations or, or whatever. So use AI as a starting point for the research, never the final answer, especially with, with numbers and you know, price tags, dollar amounts, stats, stuff like that. Because if you, if you're giving out stats that are incorrect, it destroys your credibility. Not a good thing. I see agents number five feeding AI a topic and saying, write my whole newsletter. Now look, I think that is the right way to do it. But then once it spits out a newsletter, you've got to go in and fine tune it, make sure that it starts off properly like AI. You know, I'm obsessed with hooks and the way that content starts. AI is pretty good, but I'm still, even though I've trained it on certain, like, ways of hook riding, like the Ben's method and a few other things, like I've done all this sometimes I'm still like that just doesn't have the punch that it should. Let's say this instead. And you've got to do that. So in your newsletters, the bulk of it might be great, but make sure that the beginning starts out really, really well. So it creates a curiosity gap, the beginning of. And you need to tell your AI to write it this way. Tell Chat and Gemini and Grok and all the others to write it with a powerful hook that grabs attention and creates a curiosity gap that doesn't get satisfied until later on. And even still, it doesn't quite know how to do that unless you've trained it on hundreds and hundreds of examples of how to do that. So you've got to be the one. You have to be the expert, you have to be the copywriter, you have to be the viral script writer, the viral email writer. Because the generic 10 tips for first time buyers. 10 tips for a Salt Lake City Homeowner it's generic if you're letting it be generic. So use. Write the key points yourself based on what you're seeing locally and have AI organize and expand on your observations. But you have to give your observations first and it can elaborate and go a little bit deeper. Use AI to polish your writing, but not actually create it from scratch. I see a lot of agents do AI generated images and graphics. I do those too. Like if it's a carousel post on Instagram, it's obvious that I didn't like make that in Canva, that it's AI generated. But so what? Like, you have to know the context if you're trying to generate. If you're using AI to like virtually stage listing photos, you better make sure it's accurate. You better make sure you're not leading somebody, you know, bait and switch, leading somebody down a road and being like, oh, it's actually, it doesn't look like that at all. There's actually not a giant tree in the front yard at all. I've seen some major mistakes there. So don't be lazy. Last one, let's see. I already talked about using AI to optimize everything to the point that it has no soul or personality. Because AI removes all personality in the name of optimization if you let it. I told you, I noticed that about what I was doing and I learned to optimize. Optimize for the. For clickability, optimize for connection and readability first and the algorithm second. And it's okay. It leave some mistakes in your content every once in a while. Leave some Typos keep messy. Like, you know you worded something wrong or you said something kind of goofy like, leave that in because it's human and people relate to it. It feels authentic. If you, if, if everything's so polished all the time, it's really hard to connect with and fall in love with. We talked about relying on AI for local market knowledge. Oh, using AI is an excuse to stop learning and improving. I'm gonna, I'm gonna hit this again. When you, when you just stop doing certain money making activities like creating content, writing scripts, writing emails, like, like, if you are not actively part of the content creation process, you're losing that muscle. If you just have somebody else do it, you lose like, you lose the ability to do it and pretty soon just you suck and you have like, I have no idea what to do anymore. And then you're more reliant on AI's sloppy crap than ever before. So I, on the flip side, I like to use AI to speed up how fast I can learn something. So the voice mode, I say, hey, I'm trying to learn this, teach me this, dumb it down for me, give me bullet points, and then I listen back. And it can like, for example, if I'm looking at like court documents, if I'm looking at a big article, if I'm looking at like right now I'm getting my mortgage license because more on this soon because there's a way to actually start getting paid on mortgages for the deals that you're already doing. And so I'm getting my mortgage license and to study for the test, I'm having AI quiz me, I'm putting practice tests into notebook, LM a bunch of text and then say I use the audio overview, which turns it into a podcast that is much easier to learn, much easier to listen to and consume when it's a podcast format. And so it's helping me study for the test, it's helping me learn certain concepts that were just so fricking boring that it's been a big help. So like have it summarize things, dumb things down for you, hey, teach me this, explain this to me, blah, blah, blah, to learn faster. So the core principle is this. AI is a tool. It's not a replacement for your brain, it's not a replacement for your skill, not a replacement for your personality or your creativity. If you are letting go of those things, you are using AI wrong and it's hurting you way more than you realize. Use AI to save time on formatting and organizing and research, generate first drafts that you then heavily edit. Okay. Use AI to brainstorm ideas when you're stuck. Use it to polish your writing for clarity and grammar, but don't let it remove the personality from it. Like even having some grammar that's fucked up here or there is not a problem because it is human, it's authentic. It's like people expect that. Do not use AI. So in summary, do not use AI to replace your thinking. Do not use AI to replace your voice. Do not use AI to replace your expertise. Do not use it to avoid the work that actually matters, like the, the. The content that actually matters. You have to be involved. I'm sorry, I know that you. I'm so sorry that you can't just push a button and everything's done for you, but everyone else is trying to do that. So if you can just lean into more human, more natural, and let AI augment what you're already doing, you will stick out so much more now because of all the AI slop that exists out there. So the more natural, the more human, the more authentic it is. Now it's going to perform so much better because you're competing with all the. All the other AI slop out there. So, in summary, this is an AI summary, by the way, from Claude. The agents who win with AI, they use it to do more of what they. Of what they. Of what they. Oh my gosh. They use it to do more of what only they can do. Local expertise, personal relationships on the ground, insights by automating what AI can do, which is formatting, organizing research, first drafts, and brainstorming. I forgot to give you the. The trigger word. I have a prompt that I've used on Chat, GPT, I've used it on Grok, I've used it on Gemini, I've used it on Claude. That makes your writing so much more human. It removes the AI words. It doesn't. It's this, it's not this, it's that, it's not this, it's that. It removes all that crap. Super easy prompt. You can throw it in and your chat GPT or your Claude will start writing so much better. Go to Instagram. Follow me at Massive Agent, because this automation only works if you follow me and then DM me the word slop. DM me the word slop. Just message me the word slop and I'll send you over the prompt that makes you. That makes your AI write like a human being and not a robot with generic professional bull crap that nobody wants to hear. Message me the Word slop and I'll send that, send that over to you on the double. You get it instantly. It comes from manychat. It is an AI automation. It is not me personally responding. But if you, if you DM me at 2:30 in the morning, I am sleeping. But my AI will automatically send you that prompt and you can use it yourself. I highly recommend you use that today. It'll make a major difference in all the content output. But again, that will get you like if you, if your AI was getting you 70% of the way there. Now you use this prompt, this human prompt, it's going to get you 80, 85% there. You still have to do the rest, but that's a major, major improvement. I think you'll notice a huge difference and love it. So message me the word slop over on Instagram. But you have to follow me first or it won't work. That's how ManyChat works. Thank you guys for listening. Look, I'm a big fan of AI. I'm going to be talking about it a whole hell of a lot more here on the podcast and on my YouTube videos. If you're not subscribed Massive Agent on YouTube, I'm doing at least one video every single week just for YouTube. It's highly tactical, breaking down certain concepts, showing you how to use the technology available, how to use social media, how to use AI to sell more homes, to make more money as an agent. More soon. Thanks for listening. Please share this with anyone who you think would find value from it. Here's what you should do. A little passive aggressive move. One of those agents that, you know, that just puts out some AI slop. Send this to them. Be like, hey, I came across this great podcast, thought you might be interested. Like, fix your, you know, your stuff sucks. So listen to this and fix it. Send it to them. Send it to the agents who need to hear this. And I'll be back next week with another episode of the Massive Agent podcast. Take care, Sam.