Unraveling AI's Potential: How to Leverage ChatGPT Prompts for Real Estate Marketing

00:00:16 - Mike Mills
Hello. Hello, everybody. How are you today? So this is welcome back to the Mike Mills Mortgage and Finance podcast. I'm your host, Mike Mills, your friendly neighborhood mortgage banker right here in the Dallas Fort Worth metroplex. Today we've got an episode that's going to reshape the way that you look at real estate business. But before we dive into the magic that's in store, let me ask you this. Have you ever wondered how you can scale your real estate business and navigate the competitive market of 2024 more effectively and efficiently with fewer and fewer buyers and seller? These days, setting yourself apart from the crowd can be a real challenge, and we would all love to have a team of people working behind the scenes to help communicate with our clients, drive advertising campaigns, give us content to post, and all the things that come with running and marketing a successful real estate business. But often we don't have the time or the money. So today we're going to show you a way to do this at virtually no cost other than a little bit of your time. So if you've been considering all this and want to know how to do it, then you are in the absolute right place. But before we get started, please do me a favor and hit that like and subscribe button on your podcast platform. Share this with one of your fellow realtors because we always love to add more people to our community, and the more the merrier. So let's go ahead and get right into it. So our guest today is a true expert in the field. Her name is Chelsea Gardner. She's a mastermind behind Chelsea Gardner marketing and has an incredible background in marketing, including an MBA in marketing from St. Luis University and a bachelor's degree from ECU. Chelsea spent over a decade in the digital strategies world, and today she is here to unravel the potential of AI for real estate professionals. So please welcome Chelsea to the show.

00:01:51 - Chelsea Gardner
Hello.

00:01:52 - Mike Mills
Round two.

00:01:53 - Chelsea Gardner
Round two.

00:01:54 - Mike Mills
Nobody even knows that we did that before and I forgot to hit play, but here we are. So that's the wonders of how all this fun stuff works. So how are you doing today, Chelsea?

00:02:03 - Chelsea Gardner
I'm good. How are.

00:02:05 - Mike Mills
Awesome. I'm awesome. So you were coming to us from sunny Florida, is that right?

00:02:10 - Chelsea Gardner
Well, it's rainy today and extremely cold, but normally.

00:02:14 - Mike Mills
But normally sunny Florida. But not right now. Everything else flipped a little differently. No, I understand. So what part of Florida are you in?

00:02:22 - Chelsea Gardner
I'm just north of Tampa in a small little country town.

00:02:26 - Mike Mills
Okay. And are you from there or did you grow up there? Where are you from originally?

00:02:31 - Chelsea Gardner
No, I was born in Ohio and raised in North Carolina, but I've been here for like 15 years now, so quite a while.

00:02:38 - Mike Mills
Okay. All right. So you're a Floridian officially now, I guess.

00:02:43 - Chelsea Gardner
I would think so, yeah. I can't do cold weather or anything below like 70, so I think that's pretty Floridian.

00:02:49 - Mike Mills
So we're going to get into our topic today, which is essentially how we can use AI more effectively for real estate marketing and specifically when it comes to how to create prompts and the best tools for doing that. But just to give a little bit of background on your past, obviously you have your own marketing agency. You've been doing this for a hot minute and you even wrote a book about prompting for AI. So why don't you tell us a little bit about what you do and give us an idea of all your services that you're offering.

00:03:18 - Chelsea Gardner
Yeah, so I'm the owner of Seagardner Marketing. It is a done for you social media marketing agency. We do all the captions, content creations for all of the social mean, basically advertising. That's what we do. I am the co author of the. So, you know, AI. Chat GPT has been something that has really sprouted over the past year. Chat GPT actually just had their first birthday a couple of weeks ago, so it's really not that old.

00:03:49 - Mike Mills
Happy birthday, AI.

00:03:52 - Chelsea Gardner
If you logged into Chat GPT that day, it was like, happy birthday, Chat GPT. But it hasn't been around that long. Right? So as a marketer, really trying to embrace the new technology, new things that come out, making sure that I'm bringing that to my clients and then sharing that with mortgage and real estate professionals, that it can really help you save time and money and energy and all of that and just efficiency, that's my goal and that's what I do with my business.

00:04:24 - Mike Mills
So I found you actually, because, and we discussed this a little bit before we came on, but I went to webinars pretty frequently. How often do you do those?

00:04:34 - Chelsea Gardner
Typically, I try to do them monthly. Okay.

00:04:37 - Mike Mills
Once a month. They're free, by the way. So if anybody wants to check those out, please submit your information over to. You can find Chelsea on all the socials. But I attended one of the webinars and it was great. And actually I was really kind of upset because I was about 30 minutes into it. I have a bunch of notes that I was taking while you were going through it. And then I had to pop off because I had another appointment I didn't know because look, here's the reality of it. These webinar stuff happens all the time, and you get onto them, and I'm usually within about the first ten minutes, I'm like, all right, I'm out. It's not really something usually it's like some person from tidal that is responsible for education, and they're rambling on some really elementary stuff about whatever their topic is, and it's not that great, but yours, it was fantastic. And that was part of the reason I wanted to reach out to you, because the information that you were giving was actually what I would call actionable and useful. It wasn't just kind of the cursory overview that any person that's remotely familiar with a topic could be able to do. You really had some good in depth stuff. And I use AI pretty much every day. I use chat, GPT. There are certain websites that I've used that I do for my podcast to help me do transcripting and show notes and all kinds of stuff. So I'm fully sold on the technology. I still think we might be the battery. Like the matrix may not be too far off one day, but we're not there yet. In the meantime, like I said in my promo, I want to become really good friends. I was joking with somebody the other day because I helped another business friend of mine that they do a podcast as well, and I'm kind of helping them with that. And I was showing them some of the stuff I was doing with chat GBT, and I was typing in like, please do this and thank you. And whatever they're like, you say please and thank you. I'm like, yeah, man, I don't know. This thing could be running my life in six years. I don't know. I'm going to be polite. So anyway, my first question to you is, when we look at the advent of AI, because it's come on so quickly, this isn't something that just has been a slow drip like this is accelerated to full speed. What do you think are some of the things that, I guess the misconceptions about what AI is versus the reality of what it can actually do for you because you're in it every day?

00:06:55 - Chelsea Gardner
Yeah, I think a lot of people when they look at AI, they're super intimidated by it, right? They're looking at it like it's this, I don't know, monster of a thing that you have to really dig in and learn and understand before you're able to implement and use it in your business. So if you're like, I want to start using AI, but it's just this huge monstrosity that I can't understand. I think that's a huge fallacy because it truly is. Once you just get into chat, GPT, for example, it's the simplest thing to understand if you know how to input the right things. And I think a lot of people just have a huge misconception around how hard and how difficult they think it is when it truly isn't terribly difficult. Right? I think it's just the learning aspect and it's something that's new. And so I also think that a lot of people have a common misconception that AI can do everything for you and it can't. You're still the mastermind behind what spits out from AI, right? You're still the person that needs to input the information, tell it what you're looking for, set up the funnels, and the things that are going to then proceed with AI. So there is still some human element, and I think a lot of people think that AI is this massive intelligence that is no longer humanized, and it still is because I'm still having to input everything into AI, chat, GPT, and all of that. It's just making it look nicer or sound better, right? So I think those are the two biggest things, in my opinion.

00:08:42 - Mike Mills
And we'll drill down to some of these as we go. But just to give some examples of the types of things that AI can do that maybe people realize or don't realize that it's actually really good at, can you kind of list off a few? And again, we'll kind of drill down into some of these, but can you give me on a high level, some of the stuff that you know that it's capable of doing and doing well, especially as it relates to mortgage or real estate professionals.

00:09:06 - Chelsea Gardner
Yeah. So in my world, right, so in the social media world, I can tell you what it does well, but content creation, so blogs, podcast, script writing, email content, if you're trying to send out emails to your clients, you can do your post, your ad copy, landing pages, video scripts, everything that you are manually writing, it can do. And then outside of just social media, it can truly also streamline a lot of processes, right? It can set up email funnels, email campaigns, drip campaigns, and it can read YouTube videos and give you scripts. There's just a ton of things that it can do. In my world, the biggest thing is, like the social media aspect of it, right? So all of the content creation around blog posts, podcast writing, YouTube videos and Instagram reels, writing out content for that. Those are some of the big things that I work day to day with when it comes to AI and Chat GPT, and you start to see that it's taking over a lot of other things. You'll see little like the little AI buttons or like the little magic buttons in almost every platform that we're working in now. And so it's really starting to evolve into more things, even when it comes to social media, to streamline stuff, scheduling, you know, posts and content to go out our websites, the back end of our websites, with blogging, we can schedule all of that stuff. And AI helps with that streamlined process.

00:10:52 - Mike Mills
Well, I know it does a lot of, like you mentioned a lot of stuff there, like, for example, email funneling and creating those funnels, which I'm still learning that a little bit. I'm not very familiar with how to set those up sometimes. But I do know kind of the general principle, which is if you look at just at copywriting in general, right, whether it be posts or emails or scripts or whatever the case may be, it's a huge tool in that a lot of people, I think, sit down with an idea, right? We all have ideas, and I have this thing I tell people that I work with and it's annoying to them, but I say the brains for having ideas, not for holding them, because we have ideas constantly that come up in our head. We'll be driving down the road like, oh, I should do this or I should do that, right? And especially if you're focused on marketing, which a lot of us are in the business, then you're thinking, I should do this type of video or somebody should write an article or I should explain this. Well, the beauty of, and we'll speak mostly about chat GBT today. There's a ton of AI tools, but we'll kind of talk primarily about that. But the beauty of chat GBT is I can literally sit down and I don't even have to prompt. Well, because I don't yet. I'm following you and figuring that out. But I can sit down and I can just type out, I want to do a video about how mortgage insurance affects a homebuyer's payment and how they can avoid it and what are the strategies, et cetera, just kind of generally what I think I want to do. And then Chat GPT will spit out an entire thing. Now, it might be garbage, right? I might look at it and go, I don't want to use any of that. But what it does is it starts me down the path. Right? And I think that's the hardest part for most people, especially when it comes to marketing or any type of writing, is the start. They talk about writer's block. People sit in front of a screen and they're like, okay, what am I going to say today? I don't know. Well, I found that chat GBT is so beneficial in me just putting, I want to talk about how a mortgage payment is put together and it'll go, okay, and it'll give me a million things. And then from that I can refine it and I can start to edit it in my own voice and all that kind of stuff. But it gives you a starting point. And I think that's really one of the big keys that I don't think if you've never used it before, I don't think people fully realize, yeah, and.

00:13:05 - Chelsea Gardner
Truly, that's the best way to use it, right? You can eventually refine it into your own voice and where you can get it to, where you can copy and paste an entire article, an entire blog, and it sound like you, but you really still need to. That's where the humanized piece comes from, right? You're inputting something you want to write about. So chat GBT is like, okay, sure, here's a whole blog post on it. And then, yeah, you're going to be the one to read it and be like, okay, it needs to be tweaked here. And hey, Chat GPT, I really don't want it to discuss this aspect of it. Or can you add in some search engine optimization words? I'm in Florida, in the Tampa Bay market. Can you throw some of that in? Know, you can start to narrow it down into, this is just my starting post. This is just my starting blog. This is just my starting YouTube video script. And then adjust it to you and how you want it to mean. Truly, that's how I've used it this entire the past year. Because there are still times when you look at Chat GPT stuff and you're like, yeah, that's AI. That spit out some AI nonsense. And if you're not reading it and you're just copying and pasting it, your community is going to know that too, especially if all of a sudden you speak one way and now you're talking in a robot, your community is going to know that. So you have to still have that human aspect and start it and then read it and then adjust it and refine it from there. And just keep asking it questions, keep telling it things and it learns. That's what Chat GPT is. It's a human brain that learns as you tell it things.

00:14:44 - Mike Mills
It's not a human brain yet.

00:14:46 - Chelsea Gardner
Okay.

00:14:48 - Mike Mills
Not there yet. What did the whole shake up with Sam Altman, with OpenAI and him resigning from the board? Did you see all that? Did you follow any of that? Yeah, so I guess it was a couple of weeks ago. Sam Altman, who? Him and he and Elon Musk. I don't know what their direct involvement together was, but they essentially started OpenAI together several years ago and then Elon left. There's a lot of stories as to why, but ultimately, now that I think Microsoft owns it or is a big investor in it at this point, Sam Altman was going to resign or get fired or something along those lines. And then they had all of their programmers within OpenAI that were like, well, if he leaves, we're all leaving. And then their board that was going to remove Sam Altman from the CEO position ultimately had to end up resigning because of what was going on. And there's a lot of speculation as to why. Some of it was because they think they might be actually very close to AGI, which is artificial general intelligence, which is the one that everybody's really terrified of, because right now we're just dealing with, like, chat bots and these kind of things, which is what chat GT, they can do Internet scrolling and that kind of thing. But anyway, yeah, so there was a lot of concern as to why he left and where AI is headed and all that kind of fun stuff. So if you ever want to fall down a fun little rabbit hole regarding that, you're more than welcome to.

00:16:15 - Chelsea Gardner
I love rabbit holes.

00:16:18 - Mike Mills
Little side note there. All right, so let's talk specifically about prompting, because the key to Chat GPT specifically, and a lot of AI in general, but Chat GPT's got a lot of literature, I guess you'd call it, but just videos and concepts around prompting. Kind of explain what is prompting, number one, so people understand that. And then number two, what are some general rules or general guidelines to follow when you're trying to prompt into chat GBT to get the results that you're desiring?

00:16:48 - Chelsea Gardner
Yeah. So essentially a prompt is kind of like what you were saying earlier when you told Chat GPT, I want to write a blog for first time home buyers on what they need to save for a down payment or whatever, right? That is a prompt. You're telling Chat GPT what you want it to spit back out at you when you're starting out with prompts something that I really recommend, and I don't know that a lot of people know about it because it's still kind of in a trial phase in Chat GPT. But if you are on the paid version of Chat GPT, one thing that I recommend setting up to help you save time with prompting is your custom instructions.

00:17:37 - Mike Mills
I learned that from you. I did that myself after I was on your webinar. I was going to ask you about that later. I even wrote it down while you were talking. Like I got a reminder about this. That was huge, especially because most of what I do is for the podcast. So I put in there who I am, what I do, the show that I host, et cetera, and now it's great. The only downside occasionally is that because I'm the Texas real estate and finance, right? So, and it knows that I'm in Texas. So it throws a lot of y'alls and howdys and talks about boots a had. I told it one time, let's tone down the Texas rhetoric a little bit, okay? It's not just boots and horses out here. Okay. But it definitely put that in there for sure. So the profile set up, and I want you to back up just 2 seconds. So talk about the freed versus the paid versions and what those are in Chat GPT-3 and four and all that. So everybody's familiar with that too.

00:18:36 - Chelsea Gardner
Yeah. So there is a free and a paid version of Chat GPT. Essentially they're the exact same, minus the fact that on the paid version, which is $20 a month, you have access to these custom instructions, you have access to plugins, which if you think about plugins as your cell phone, as apps, right? So it's something that makes your cell phone an air horn because you added an app. So essentially that's what a plugin is, is you're inputting these things that you need from Chat GPT. So on the paid version, you have access to your custom instructions, you have access to your plugins. It does tend to be a little bit faster just in its responses, and you have access to the Internet in real time. So the non paid version, I think, only goes to, I want to say, january of 2022 right now.

00:19:34 - Mike Mills
They've been updating it, but yeah, something like that.

00:19:36 - Chelsea Gardner
Yeah.

00:19:36 - Mike Mills
I think it's like, are they still limited? Because when I had the free version a while back, there would be times where I couldn't get on because of the traffic. It would say there's too much traffic. You have to wait.

00:19:47 - Chelsea Gardner
They've gotten better.

00:19:48 - Mike Mills
Okay. But yes, I haven't used the free version in.

00:19:53 - Chelsea Gardner
Yeah, so I'm not on the free version either. But I do follow up with some people that are, and they don't run into those same issues as much, I think because so many people have transitioned to the paid version, so they don't have as many on the free, but they do still say, one of my girlfriends was like, I sometimes get blocked from it where I try to log in and I'm like, I'm sorry. Yeah, $20, you'll be fine. But it does sometimes. But I think it's a much better than what it was. I remember when I was on the free, it was like constantly, you weren't able to get in, but I think it's gotten much better. So that's the main difference between the free and the paid version, is you just have a lot more feature options in that paid version and you're able to access the Internet in real time, which is huge, especially in our industries. Right. Because a lot can change in real estate and mortgage in a year, six months, two months. So for it to pull information from two years ago can be extremely irrelevant.

00:20:55 - Mike Mills
Yeah, it was great. I feel like I had used even the paid version, but it may have just been a while where I tried to ask it to access the Internet for something to read an article, or I even maybe provided a link and it was like, I can't get onto the Internet, but I can't remember when I did that. But then just recently, I copied and pasted a link and I was like, I need you to summarize this article in less than 300 words so I can just get a quick idea of what it's saying. And I put that in there and it was like, yeah, no problem. It was like going to the Internet. All right, here you go. Boom. And it took like less than a minute, but it was fantastic. And it's a great way. You don't realize. And this is where I've been encouraging people that don't either scared of it or unfamiliar with it. I'm like, just go try to just go play with it, go talk to it, go do whatever, because you'd be amazed at the stuff you can do once you start messing around with it. And it does this. But it didn't dawn on me that when I, because we all have add and attention, we can't watch anything for more than 3 seconds. Thank you, social media, for that. But when I put an article in there and it's like this big long article from housing wire that I really want to read, but it I'll just find myself getting distracted if I put that link in chat GBT and I'm like, hey, summarize this article in 300 words or less. It pops it out and then I read it. Okay, good. Now if I need to get really in depth, I can go back and check it out, but at least gives me an idea of what it's about to see if whether or not I really want to dig into it. And it's just one more layer of something that it does that you can really use advantageously towards your business if you know these.

00:22:30 - Chelsea Gardner
Yep, same thing with you can, there's a plugin that you can use for it to go watch YouTube videos in like 5 seconds. A five minute long YouTube video, and we'll spit back the same thing where it's like, here's a recap of a video. I don't have five minutes to watch a video anymore. Apparently.

00:22:47 - Mike Mills
I didn't know that either. That's great. Okay, so I know we're all just going to be, everything's going to be filtered through AI these days. We're not even going to go watch stuff ourselves. So speaking of plugins, because we're kind of bouncing around a little, but that's me because I'm excited about this. Speaking of plugins, specifically, what are some plugins? If you were starting brand new and you're like, these are like three or four or five plugins that I would absolutely recommend that everybody try to use because it has these tools. Because again, for anybody that didn't hear, a plugin is something that's just no different than an app. So it does a very specific task that it's designed for versus you trying to have to create a bunch of prompts to get. I think Chat GPT can do the same thing for the most part either way, but the plugins give you a little bit easier access to it, and sometimes I think it connects to other things that you otherwise couldn't. So what are some plugins that are pretty popular that people should use?

00:23:38 - Chelsea Gardner
So my number one is always going to be keymate AI.

00:23:42 - Mike Mills
I'm going to be writing stuff down, by the way.

00:23:44 - Chelsea Gardner
So Keymate AI is what gives you access to the Internet in real time. Okay? So that one is an absolute must if you have the paid version for the apps. I personally use what's called scraper a lot. Chemo AI essentially can do the same thing as scraper. However, Keymate AI, you only have so many Internet searches before it tells you you need to pay. It's a high number, but I get there every month and I'm like, so I use scraper if I know a very specific website that I want it to pull from. So I use Keymate AI when it's like, oh, I just need information on this topic from the Internet. Scraper is one that I specifically say, I want you to go to this website and pull information from this website and it will essentially scrape that website. So I use that one a lot. There's a couple, I don't know the names of them offhand, but if you go and do a search for YouTube, there's several that I have for YouTube videos that will watch videos and kind of pull information from. And that's really what you can do if there's something specific you're looking for. When it comes to plugins, go in and do a search in the plugin for YouTube. I think it's just called SEO. I have an SEO one that helps with search engine optimization words, okay, go in and do a quick search for that and then read the description on the plugin to see if that's what you're looking for. Because there's like a million of them.

00:25:21 - Mike Mills
Literally, it's a whole other cottage industry now. You're creating apps for the AI and it's a whole other thing. Yes. Back onto the profile thing, because I kind of cut you off there because I was so excited you brought it up. Yeah, but explain why that's beneficial. Because I don't think, like I said, I think I cut you off before you could. But explain why setting up your profile is so beneficial and time saving when it comes to doing the prompts.

00:25:44 - Chelsea Gardner
Yeah. So if you are on the paid version, you have the ability to set up custom instructions, and custom instructions are essentially where you would input your information for Chat GPT to know. So, for example, there's two boxes that ask you, what would you like GPT to know about you in order to provide better responses. So this is where you would put, where are you located, what you do for work, who's your target audience? What do you want to talk about? What are your goals? There's also a box that says, how do you want Chat GPT to respond? So if you want it to say y'all and howdy and southern, you tell it that there. If you want it to speak more formal, informal, if you want your responses to be short and sweet, longer, things like that. The reason that we set those up is because now we're not having to input this information every time we start a chat with Chat GPT. So this is like no knowledge within Chat GPT. Now to I'm, you know, a mortgage professional in Texas, right? And so I don't have to tell it every time I go to ask it to write a prompt. Hey, I do real estate in Texas and my target audience is first time home buyers. I don't have to keep telling it that. It already knows that, and so it just really saves time.

00:27:10 - Mike Mills
I have times now where I type in my I'll say, hey, use the following summary of podcast episode to create show notes or something like that. And then I'll accidentally hit enter before I actually copy and paste over the summary or whatever, or whatever I'm doing. And then it'll just spit out, Texas real estate and finance podcast. This is what we're talking about. It's always going to give you an answer. That's the thing is, it's never going to be like, I think there's been a couple of times where if you ask it something real shady, I think it'll be like, I can't answer that for you, but if you ask it to act like you're its grandma and how you would explain it to them, then it can do all kinds of things, but it would spit out just something. But it was always related to the podcast. So even if I had made a mistake and do that, it still knew that most of what I was doing was related to the show and related to what I'm trying to kick out. It had already included. And it's so helpful just because you just don't realize until you don't do it or until you change it over where every single time I was like, I'm a podcast host in Texas. I do mortgage banking. This is what write this out. And then it's, no, no, you don't have to do that anymore. Just say what you want and it'll kick it out. Even in the tone, like, I generally am kind of sarcastic. And so I say, hey, put that in there a little bit to keep it similar to my voice. It goes over the top a little bit, but I can do that. But it's incredibly helpful to be able to set that stuff up.

00:28:32 - Chelsea Gardner
Yeah, it's a huge time saver, especially if you're your own business, right? Like, it doesn't work for me, for example, because I work with clients, so I can't put information in mine. But when you're your own business, it makes it so easy and you're just more productive because you're not having to sit there and type it out every single time. And it's not to say, like, okay, if I put my target audience in there as first time home buyers, that's not to say that I can't tell Chat GPT, I want it to use a different target audience, right? But if that's my primary target audience most of the time, it just makes it easier because I'm not having to tell it every single time. Hey, here's who I'm trying to target every single time.

00:29:17 - Mike Mills
There's another feature in there that I don't think, unless you've used it, you realize is that you have a chat for each topic, essentially, like if you want to start a new chat. So when I did this podcast and I kind of told you my process of doing it, well, I have a chat specifically for you and this one. So anytime I'm creating material around this episode, I don't have to redo it every time. I just go back in there and it knows all of the stuff that we've already talked about, and it'll just keep kicking out whatever I'm asking it to do based on this subject. So when you start a new chat within chat GBT, I believe if you want to, you can shut off the profile for that one if you choose to. Is that right?

00:29:56 - Chelsea Gardner
Yes, you can. And quite frankly, that's a really good workaround. If you're on the free version, are those chats? So custom instructions are great if you're on the paid version, it makes it super simple to go into every chat and it just know who you are. And yes, you can turn it off for each chat, but if you're on the free version, then utilize each of those chats for each of your different topics. So if you want to target first time home buyers, if you want to target veterans, if you want to target whomever, you can do that in individual chats and just continuously build within that chat, and then you don't have to keep telling it every time. Hey, I'm trying to target veterans because I just go to my veteran chat and just keep going on from, yeah.

00:30:47 - Mike Mills
It'S, it always makes me laugh. I don't remember. This is a stupid story, but my wife and I, or I bought my wife a Tesla a couple of years ago, and inside the Tesla, it has sensors on the windshield wipers. Whether if it starts to rain, they'll just go until it's not raining, and then if it's not raining, they don't go so you can set it up so you never really have to turn on your windshield wipers. It's kind of one of those little, this is great, right?

00:31:12 - Chelsea Gardner
Well, recently it's been not. I have a car like that, too.

00:31:15 - Mike Mills
Well, that's what I was going to say is recently it's been acting up a little bit and it's been going when it's not supposed to, and it's been not going when it was supposed to. And my wife and I are both like, this is a bunch of crap. And I'm like, here we are complaining about this technology that 20 years ago if we would have told you that your windshield wipers were going to go on their own, you didn't have to click the little thing. And we're over here bitching about it because it's like it's supposed to be doing this and it's not. And so when it comes to the Chat GPT stuff, I even find myself like, I created the profile. I'm like, why do I have to type out these prompts every time? Why can't it just know what I.

00:31:49 - Chelsea Gardner
Why can't it just read my mind literally, right?

00:31:52 - Mike Mills
It's like, this is such a meeting. And I'm like, wait a minute, stupid. You would be sitting here having to type out this entire thing. It's like everything just wants to be faster, faster, faster.

00:32:00 - Chelsea Gardner
Yes.

00:32:02 - Mike Mills
Us human beings, we're ridiculous. We just take everything for granted over a period of time. So I want to talk about something specific so we can kind of use this as a little bit actionable type stuff. So two things. Let's start with listings because you kind of brought them up earlier. This is a good way that realtors can kind of start. I think it's an easy way to start using Chat GPT is with your listing presentations or even just your listings inside of the mlss. So I want you to talk a little bit about how you can utilize it for listings. And then I've got another one I want to ask you about.

00:32:34 - Chelsea Gardner
Yeah. So within Chat GPT, basically what you can have it do is write out your listing, whether it be for zillow or anything like that, and you're going to feed it the information, right? So again, that humanized aspect is still there. So you need to tell it about the house. You need to tell, it doesn't read our minds yet. So how many bedrooms does it have? Bathrooms, some qualities about it, the neighborhood, all of those things that you want it to spit out. And it'll write this really nice listing, and that's something that you can use. And when you're creating your post and you're creating not your captions and you're creating your prompts, there's three things that I'm very adamant about, one of them being making sure that you're using really good adjectives. So when you're writing out your listing right, you want to make sure that you use words like please make it informative for a buyer, or please make it in a professional tone. Make it creative, whatever. You kind of make it visual. Like I want the visual walk through of this house. Use those adjectives when you're creating those prompts for that listing, and you need to make sure that you're being very specific. That's the second one. Make sure you're telling it very specific things about that listing. Because what I have seen in the real estate realm is you put in this listing that you have that might not be the greatest. Maybe it's a nice fixer upper DIyer project, but Chat GPT is going to make it sound like it is a mansion made of marble. And you have to be very specific when you're telling it. This is a fixer upper or this is going to need some TLC and some love, right? You have to make sure that you're being very specific with your words so it knows not to glam it up into this mansion, that it isn't or if it is right, whatever that is. But making sure that we're using our adjectives, we're being specific, and then making sure that we're defining our goals with it. So we want to tell it that we're trying to make a real estate listing for a house, right? We don't want to tell it. We're trying to create a social media post or a blog post. We need to tell it what we want it to write. We need to try and define the target audience. Is this home going to be family oriented? Is it great for kids? Is it in a neighborhood with a lot of things for trails and the outdoorsy people? Trying to define that target audience for that listing is a huge piece of it, too. So making sure that we are using adjectives, we're being specific, and we're defining the goals when it comes to our listings. I think listings are one of the easiest things to do to start with when it comes to Chat GPT, because it's something that as a real estate agent, you're so ingrained with, right? You know, that information and all it's doing is just beefing it up a little bit and it's making it a little bit fancier or it's making it read better, because we all know that copy is one of the best things that we can do, and that's what's going to get people to want to look at the home, want to book, want to buy, want to do this, want to do that. And we have to have really good copy with a really strong hook to get them in to read the rest of it. And I think Chat GPT can do that easily for people.

00:36:09 - Mike Mills
Well, and you can also, because I think this would apply because so many people nowadays, when they're looking for homes, they all start their search online. There's very few people just driving around neighborhoods anymore, looking at properties, they're all searching online. So typically there's going to be keywords, I would imagine, that are going to stick out in that situation. So when you're writing out your listing description or where you want the focus to be on the home, you can ask chat GBT to optimize for keywords related to whatever the specific things that you're looking for. Maybe you use one of those plugins that help you with Google SEO specifically and that kind of thing. So then can you write it out yourself? Of course you can. You can put it all together. You have been for years. So it's not anything you can't do, but what this will do for you is it will maximize and make it more efficient for what the uses of it are, which is search engine optimization. It's drawing the right kind of customers in that are looking for that particular type of property end. I don't think when the general person's writing out copy, it's not something that we're either good at or that we think about. But if you tell the software to do this or if you tell the AI to do this, it will spit that stuff out to you. And by the way, if you don't like it, just tell it to rewrite it or give you five different versions of it. It's not like you're stuck with the one it gives you. It's foldable. You can change it, right?

00:37:26 - Chelsea Gardner
Yeah, it's a building process. And I do the same thing. That's a good point. I'm always like, can you give me three whatevers on this topic? Because a lot of times I'll pull from like, it'll have some really good content in option one and option three. And I hate option two and I'll like, okay, I really like this from option one, this from option three. Can we combine that? And so that's a good point. I normally ask it to write me multiples because then I'll pull from that and then I'll build off of one.

00:37:57 - Mike Mills
It's like you're shopping for copy, right? You're like, I kind of like that one. I like that. I like the skirts that one's wearing.

00:38:02 - Chelsea Gardner
Let me give you a little.

00:38:05 - Mike Mills
We can put these together. They look great. Another thing that I tried, because when it comes to prompting, because, again, this is the whole reason to have you on here, is because I feel like it's such an important topic and I almost want, like, I've looked at, there's like classes you can tape. I mean, I'm sure everybody depends on where you're getting it offered, but just how to communicate to me, because it's no different these days from coding, right? If you want to create software and you want to design software to be implemented on laptops, computers, phones, whatever, you have to know how to code. Well, I think AI is starting to change it to where you don't need to have to know how to code, you just need to know how to communicate with Chat GPT, what you want, and that's a version of coding, is learning how to communicate to the AI what you're looking for to get the desired result. And it's a little bit of trial and error, but I actually tried something the other day and I don't know if it's working. I mean, it seems to work okay, but I was trying to figure out what kind of prompts I was looking for that would give me the best results. So I literally asked Chat GPT, I'm like, hey, can you tell me I need a prompt to generate a caption for Facebook that would engagement, blah, blah, blah. I kind of told it what I was trying to accomplish and it was like, yeah. And it gave me like three different prompts and it was like, say this or say this or say that. So I literally copied and pasted those prompts. I have it over in my task stuff because I have kind of a workflow that I do with this and I put it over there. And so every time, know, creating a caption for a reel for Facebook or Instagram or writing show notes or whatever, I'll just copy and paste that prompt, put my keywords in there and boom, it's up. So I don't even have to retype the prompt anymore because I got it saved somewhere else and I just put it in there. So the efficiency level that you can do with it. But have you ever tried to ask it how to prompt to it? Do you think that that is good? Does it work?

00:39:56 - Chelsea Gardner
Yeah. It's funny because you'll have to also know how to prompt it to ask it to prompt. Right. So sometimes you'll be like, I need prompts for this. And then it writes out random prompts that don't make any sense. And you're like, I need the fill in the blank style. But yeah, you can ask it. It's a question based platform, so you can ask it. If you're struggling, ask it, hey, I need this, but I don't know how to ask you for it. Can you help me understand what would be the best way to ask you for it? And it'll spit back ideas and make it super simple. And if you're on the paid version, you can actually tell it, please remember this prompt and it will save it into its memory. And so all you have to go back in and say, please pull the old prompt and use this new caption.

00:40:50 - Mike Mills
Yeah. By the way, there's an app on your phone, too, so it's not just a desktop thing. You can use it on your phone, and it talks to each other just like everything else. And so I'll find myself someplace and I'll pull out my phone and I'll hit the microphone thing and I'll be like, hey, Chat GPT, tell me the five restaurants within a block radius. It is Google that gives you answers specifically. Now, you got to be careful what you're asking, and you're not always going to get the right answer. You got to be specific sometimes. But I find myself using it more and more even then. I never use the Alexa and all that stuff, but it basically takes the place of that if you want to use it for that type of stuff, because there's really no limits on what it can do for the most part, other than I think it's even a place because there are specific AI platforms where you can type in a description of a picture that you want to create. I want to create an image for something, and you can type in kind of what you want and it'll give you options. But I think Chat GPT is pretty close to being able to do that almost too, isn't it?

00:41:57 - Chelsea Gardner
They have Dolly, so Chat GPT has dolly, which is a image generator. Yes.

00:42:04 - Mike Mills
It's a plugin so you can use. And that's another thing for marketing side of things is sometimes when it comes to either I don't know if it's got to the music part. I know AI can create music because I've heard it, and actually some of it's pretty good, especially when they tell to do it in the style of a guy. But when it comes to images, a lot of times when we post on social media, it's difficult to find stuff that you can use without fear of the copyright issues and all that, like stock images and that kind of thing. But if you're using AI to create it of a mom and child walking through the park, contemplating buying a house or something, you can put that in there and they'll generate images for you that you can use in your social media campaigns and not have any concerns about running into any issues with copyright, right?

00:42:45 - Chelsea Gardner
Yes and no. So it will produce those images. There is some speculation that some of the imagery that it's pulling is copyright imagery, but it's tweaking it. There's this whole thing around right now. Yeah. So you can absolutely have it create something and it will spit it out and you can use it on your social media. Right now, there's just a lot of talk around. Well, how much tweaking is enough? Tweaking from an original piece, stuff like that. And when you're asking it something very specific for us, like you said, walking down the street looking at a house, that's a lot different than someone trying to find certain artwork or colorful pieces that's going to be pulled from other people's artwork. So stuff that we generate probably is fairly safe. And the one thing I will say, though, when it comes to AI generated content or images, is really pay attention to the images, especially if you're doing a human, it still is not the best right now, or yet without that, it still wants to add in an extra hand somewhere, or you'll see another leg somewhere. Or I asked it to do a house on the beach with a family, and it literally put the house in the ocean with a whale in front of it and the family in front of the whale. And I'm like, no.

00:44:23 - Mike Mills
It definitely has.

00:44:24 - Chelsea Gardner
Its glitches still, the images glitches, but it's there, it's coming. And Dolly is a really good tool in Chat GPT to do those things. Ask it. Hey, I'm looking for a family walking down the street through a neighborhood at houses that are for sale, and it'll generate those types of images and then you can download it and then use it in your content. Yeah.

00:44:52 - Mike Mills
To get back onto some specific use cases for it. So you talked about creating funnels, which is, again, I'm asking because I want to know myself, let's imagine a scenario where, and this happens with realtors a lot. So I want to create a first time home buyer guide. Right. And the idea of the guide is that I want to give it to people for free, but in order to get it, I need to get your email address so I can email it to you. Right. You're collecting data, essentially, and that's what the guide is for. So the way I see it, and this is where I want you to fill in the blanks for me here, is I would go in and tell, I can tell chat GBT. Hey, create a first time Home buyer's guide. I want it to be ten pages long. I want it to have, I don't know if you could put pictures, you can kind of explain that possibly, and it'll write it all out and you can go and edit it and change it. But. So how would you go from that to where you started with the first time home buyer guide to actually having a method of putting it online to funnel? And how would Chat GPT help you create that?

00:45:54 - Chelsea Gardner
Yeah. So there's still a lot of human aspects to that when it comes to Chat GPT, but essentially, yes. So you can have it create your guide, lay out your guide. I won't say create it because you still are doing some manual work, but it will, like, if you have the canva plugin, for example, you can have it pull like canva graphics and it will input that information into your canva graphic.

00:46:21 - Mike Mills
There's a canva plugin, right?

00:46:23 - Chelsea Gardner
There's a canva plugin, yes, there's a zapier plugin. I recommend as well if you use Zapier for anything, but you can ask it to create a guide, like you said, ten pages. I want it to have this information. And then essentially you're still laying out the guide, right? Like you're still making sure that it looks nice and that it's into a nice PDF file. You're going to download that guide. You still need an ESP, you still need an email service provider or a CRM of some sort that has a funnel system. And you can then from there build out your funnel system in your email service provider or CRM. But ask Chat GPT for help, right? So I need an intro email for my guide that when it gets sent, here's what the information I want in that email to be. And it's going to give you a full email that you can put into your first. And then if you don't know how to set up your email funnel, you can say, hey, I use convertkit for email funnels. I'm using convertkit. I don't understand how to set up an email funnel. It will do step by step guide, like walk you through step by step links. Here's where you go. If you need a video to watch how to do it, it'll send you the video. So there's still a huge human aspect of it. I have seen a YouTube video of someone setting up an email funnel kind of through Chat GPT with a Google Doc. Okay, I have not gotten that far, so I will not speak upon that. But I have seen it out in the world of unicorns, so it might be there, but for me and setting it up, I have it create the piece that I want to be the download and then I have it walk me through setting up my funnel and what each email should be. So I even ask Chat GPT, what should my email funnel look like on day three? What would you recommend I send to my list after they get the download? On day five? On day seven, and it writes out the entire funnel for me. And then I just have to input it into my CRM or my email service provider and kind of go from there. You can also then ask it, hey, I need some engaging captions for social media to get people to click on my download, right? To want my download, create that for me. I need a short form video that I can make a reel out of to promote my digital download that I have for first time home buyers. And it can kind of start spitting out all that information and create a marketing plan on top of that. Because just creating the guide isn't going to do anything. You have to market the guide, all that for you.

00:49:13 - Mike Mills
Okay, let's talk a little bit about social media then, too, because if you were a realtor and you were starting out and you were like, all right, I'm going to use Chat GPT and I want it to help me do social media. Okay? That real general, I just want to do social media. Okay, how would you go about, what would your first steps be if you were just going to use Chat GPT primarily to help you create social media, what would you say? How would you start? And then how can you refine it down to what specifically you're looking for? Just as a kind of a walkthrough on the best way to go about that?

00:49:50 - Chelsea Gardner
Yeah. So if I was just starting out and I was downloading OpenAI today, these would be like my steps for that, for creating social content. So OpenAI I would go on the paid version. I would set up my custom instructions. I would input my apps that would be keymate AI, scraper, those things. If I had a website, I would ask it to pull my information in from the website using scraper so that way it knows who I am. I would set up my custom instructions, make sure that it knows who I am, and then I would open my chats. And we're going into 2024, right? So right now it's like, okay, what is our goal for social media? What is our social media strategy? I would ask Chat GPT first, here's who I am. Here's my goals, here's what I'm doing, the platforms that I'm on, here's my target audience. I would tell it everything as much as I can about me and my business, and then I would ask it, what would be your social media strategy for me, that would be the first thing, just to get an idea of what they would recommend, right? What would good old Chat GPT tell me? And from there, then I would craft prompts for my you know, right now, depending on how big or how little you are on social media, you can cross post on most of your platforms. So you can just tell it, hey, I'm looking to post on Facebook and Instagram, and I want to target first time home buyers in the Tampa Bay area who are looking for a place that's very family oriented. I want to try and stay in new Tampa area within this neighborhood or whatever. I would give it as much information as I can about what I'm trying to accomplish with my post. And then I would ask it to create four to five social media captions that are short form and long form and start creating from there. That's how I would start. And then truly those are small little steps just to get an idea of what it is and what it can do. And then once you understand the question that you just asked it and what it spits back out to you, right? Because you just logged in today and this is the first question you asked it, first time using it, you're going to see the type of response it gives you. And you're like, okay, no, I don't talk that way. Can we remove this crazy word that you're using?

00:52:33 - Mike Mills
And can we howdies and the y'alls and the references to my remove the.

00:52:36 - Chelsea Gardner
Y'Alls and the howdies? I speak fairly southern sometimes, and so I asked it to speak southern one time and holy cow, it went way over the deep end, right?

00:52:50 - Mike Mills
Like about mama's pie and rattlesnakes. Yeah.

00:52:55 - Chelsea Gardner
There'S just a little touch of Southern Bell and I'm like, oh, no. So you'll see how it starts to do that. And then you literally just interact with it to it. If you're reading it and you're like, no, that is not how I talk. Tell it. Just type that out. It's like, no, that's not how I talk. It'll be like, I'm so sorry at my apologies that I didn't understand that's all you have to do with it. And I think that truly, if I was starting today, that's what I would do.

00:53:22 - Mike Mills
Yeah, make sure you say please and thank you because it's going to be ruling you soon.

00:53:26 - Chelsea Gardner
Yeah, I say please and thank you. I think it gets to know who you are, and if you're a please and thank you type person, it's going to kind of mimic that.

00:53:37 - Mike Mills
That's right. If you're polite, it'll be polite, right? Yes, we're getting close to the end here, but what are some resources, and we'll talk about your stuff here in just a second. But what are some resources that you go to to kind of get help with this stuff to not necessarily stay on the cutting edge of it, but where do you go to kind of find out? Where do you come up with ideas on what to use it for? And where are you looking yourself? Maybe it's inside Chat GPT. I don't know. Where are you finding your resource?

00:54:07 - Chelsea Gardner
I was going to say inside Chat GPT, but for those not inside Chat GPT yet, I go to YouTube for a lot of stuff, so I'm constantly either YouTube. I'm also part of a lot of marketing. You know, sit in and watch a lot of webinars and speeches, know marketing gurus that are hardcore into AI. So that's kind of where I focus my efforts when it comes to AI stuff. But one thing that I do find and when it comes to any industry and it comes to business professionals, start using it. Start replacing things or using it in ways you are already doing business. Don't look at it as a shiny new object and you're trying to start new things with it, because then it does become very overwhelming. So you need to look at it from a standpoint of, okay, I'm already doing a podcast. How can it improve or simplify or expedite things I'm doing for my podcast? Don't be like, I'm going to start a podcast because of Chat GPT, right? That type of thing. Start replacing things or using it in ways that you're already doing it in your day to day and then add on to. And that's, I think that's where searching for stuff to see in YouTube or whatever makes it much easier because if you just go search YouTube for how I can use AI, how I can use, you're going to get a bazillion things, so you really need to narrow down. Okay. I'm currently using social media. How can I use AI for my social media captions? I'm currently doing YouTube videos. How can I use Chat GPT to make my YouTube stronger or make my descriptions better? Search. That's what you need to look at instead to, I just want to know how to use AI because it's too much. It's too much. You get overwhelmed and then you don't do it at all.

00:56:06 - Mike Mills
Yeah, well, I recommend anybody, if you're looking for good tools, I recommend that you check out Chelsea's. And I hate webinars, honestly, like, they're my least favorite thing in the world. But I attend a lot of them just because I'm in the world of knowledge and the more stuff that I understand and know, the better it is. And so I consider myself to be a bit of a webinar connoisseur. I know the good ones and the bad ones and there's a lot of bad ones, but yours was fantastic and actually you recorded it and I'm trying to find my email where you'd sent the recording so I can go back and watch the second half of it that I missed because it was really great. I learned more in 15 minutes of hearing you talk about it than I could with any other thing that I've tried to YouTube anything else. So it was fantastic. You did a great job with it and I recommend anybody check out Chelsea's site, go to see her services on what she can offer. But you're going to explain it better than I do. So just as a general breadth of stuff that you guys do for clients when they come in, what do you offer, what kind of services do you guys do? From small to big. And then you don't have to give costs because I know that's all variable, but just an idea of what you're looking at sometimes for what it would cost someone.

00:57:20 - Chelsea Gardner
Yeah. So I actually have a couple of different things. So I have my social media marketing agency where I do the done for you social media marketing, captions, graphics, content, all of that. I do the posting. Basically your hands off social media as much as you want to be. If you're like, I don't want to do it, but I know I need to be on it. That's me. Along with advertising. So if you're trying to reach your past clients or potential clients and things like that, potential homebuyers, I do the advertising. Those packages typically start around 1000 a month. And then I also do coaching. So if you're like, I want to do social media, but I don't know where to start or what to do or how to do it, I do eight week and 16 week coaching packages. You said you were looking for the replay. So all of my replays, I have a free Facebook group called simplified social media for loan officers and realtors. And so you can join that group. A lot of my webinars get played in there, they get posted in there, a lot of information goes out into those. And then I actually just started a membership about a couple of months ago that is simplified social media for Los and realtors. That is $100 a month or $97 a month. And you get access to me twice a month in open q and A's and a ton of valuable information, how to videos, all that kind of stuff. So again, if you're trying to build your own social media and just don't know how or don't know the tactics or tools or tips or anything like that, that is a great group to join because it's also people alike that are struggling in the social media world. And I keep it specific to Los and realtors, so it's all in the same community. So you're not getting someone from a different business style coming in. So yeah, those are the ways that you can work with me and find me.

00:59:18 - Mike Mills
Well, I can't thank you enough for coming on. And I will tell you a common theme. Whenever I talk to professionals, because I talk to a lot of brokers, I talk to successful loan officers that come through this. And I will tell you that a common theme that I get from a lot of them is coaching. There is a strong majority of them now, there's a lot of coaches out there and you have to kind of sift through them all. But when you find a good one like Chelsea, then they're invaluable for what they can actually do to your business. Not because I think part of where the misconception with coaching comes into play is that you think that you're paying for something that you already know. First off, you're not, because most of the stuff that you're finding out you don't know and you're learning, or there's a different angle of it that you didn't consider and how to use it, which is a big player of it. But the other side of it is, and I think this gets lost a lot of times, is the accountability of it because it's one thing for you to say, I'm going to do this and I'm going to handle this and I'm going to go through the steps, but it's a whole other thing for you to have to be accountable to someone else to do it. And it sounds like you're paying for a parent, but you kind of are because you're going on and they're going, okay, you were going to post x amount of videos today.

01:00:35 - Chelsea Gardner
Where are they?

01:00:36 - Mike Mills
Where are they at? And you're like, I didn't do it. You're like, okay, well, you're paying me a lot of money for doing nothing, so if you want to do it, you probably should do it or otherwise move on. But I think that's a big piece of the coaching aspect that gets lost sometimes is just that we all just need a little accountability. Budies, there's a reason that when they tell you to go to the gym, to go with a friend because you need somebody there that will motivate you to do it. And it's the same thing with any kind of marketing.

01:01:01 - Chelsea Gardner
Yes, exactly. 100%. I agree with that.

01:01:04 - Mike Mills
All right, well, thank you. For everybody that stuck around. Please check out Chelsea socials. All of her contact information will be inside the show notes. And if you go to my website and click on this episode, it'll have all of her contact stuff there, all of her social media. I will put a link to her group, her Facebook group, so you can go into there as well. You'll get a ton of information from Chelsea. She gives it all away for free because she knows that the ones really motivated will call and have her do it for. Because it's like I can mow my yard, but I don't want to do. But so people want to have others help them out with it. But she's got great information. I encourage everybody to check her out. And I really appreciate you being here today, Chelsea Gardner, and we'll definitely have you back sometime if that's okay with you.

01:01:44 - Chelsea Gardner
Yeah, thanks, Mike. I appreciate it. Great chatting.

01:01:47 - Mike Mills
Yes, everybody, have a happy new year and we will see you in 2024. I guess is when we'll see everybody next. See you then. Bye.