We’re in an age where potential buyers would rather visit a website than an agent’s office, meaning a compelling online presence is crucial for selling properties quickly and for the best price. Leveraging AI, particularly the power of ChatGPT and other large language models, can help you stand out from the crowd and showcase properties in the best light.
Why Use ChatGPT for Property Descriptions?
In a word, efficiency. Speaking with some of our best-performing agents, a lot of thought can go into writing a property description. It needs to hook a buyer’s attention, highlight the unique selling points, match the agents brand guidelines and ensure it’s optimised for both readers and search engines. All this takes time, even for the most experienced agents and their marketing team. Using ChatGPT can help you:
- Save You Time & Effort: ChatGPT allows you to generate high-quality descriptions quickly, freeing up our time to focus on what matters most – providing your customers with exceptional service and securing the best possible deal for their property.
- Captivate Buyers: Forget dull, generic descriptions! Refine your prompt and train ChatGPT to help you create engaging narratives that highlight your property’s unique features and capture the imagination of potential buyers.
- Optimise for Search Engines: Strategically incorporate relevant keywords and phrases, ensuring your listing appears higher in search results and attracts more online views. It all starts with the perfect prompt.
- Enhance Creativity: Do you ever get stuck in a rut with your writing? Me too. ChatGPT can offer fresh perspectives and innovative ways to describe property features, injecting life into your listings.
- Tailor to Your Target Audience: Whether you’re selling a family home or a luxury apartment, you can adjust the tone and style of the descriptions to resonate with the ideal buyer, while maintaining your brand’s values.
How to Use ChatGPT for Property Descriptions
The truth is, we’re all still getting used to having the power of ChatGPT at our fingertips. Some of us have been early adopters, but a lot of people are still getting used to the idea of having conversations with a robot. Given we’re only on the cusp of what AI capabilities are likely to become, there’s no “right” way at present to use ChatGPT, but here are my recommendations:
- Craft a Solid Prompt: In my experience, the outputs from ChatGPT can vary wildly depending on your inputs. If you’re going to experiment with creating content, start with a solid prompt that will give you reliable results.
- Experiment: The more you use ChatGPT, the more you can begin to experiment. Different writing styles or tones to ensure it match your style of writing. You can have different prompts for different target buyer groups, for example, family homes attract a different audience when compared to penthouses.
- Refine & Edit: It’s important to remember ChatGPT is helping you become more efficient, not replacing you. It’s important to ensure you review outputs and edit the content to suit your brand and style. I would always recommend adding a personal touch that brings some personality into the output.
Tips for Using ChatGPT for Property Descriptions
Here are my quick tips for using ChatGPT for your property descriptions:
- Focus on Benefits: Highlight how the property’s features will benefit potential buyers. For example, instead of simply stating “large kitchen,” say “spacious kitchen perfect for entertaining guests.”
- Use Vivid Language: Engage the reader’s imagination with descriptive words and phrases that paint a picture of the property.
- Highlight Unique Selling Points: What makes this property stand out from the competition? Emphasise those unique features! Is it a south-facing garden? A recently renovated kitchen? Shout about it!
- Maintain a Conversational Tone: Write as if you’re speaking directly to the potential buyer, using a friendly and approachable style.
- Include a Call to Action: Encourage readers to take the next step, such as scheduling a viewing or contacting you for more information.
Crafting A Solid Prompt for ChatGPT Property Descriptions
A solid prompt ensures you have a great starting point, that you can edit and refine. Whenever using ChatGPT I always construct my prompts into:
- Role: If we want ChatGPT to think and speak like a marketer, finance director or in this instance an estate agent, let it know this upfront.
- Task: Tell ChatGPT the task you require it to undertake, “write an engaging property description for a 5-bedroom family home in [Location]”
- Context: In my experience, context can vary the outputs greatly from ChatGPT. The more context is given, the better. This is your chance to train the model on why you need this information and what it is being used for.
- Process: If there’s a particular structure you want your writing in or optimisation you’re looking to include now is your chance to let ChatGPT know.
- Writing Style: British English anyone? The bain of my life over the last year is seeing UK writers and websites suddenly beginning to use Americanisms and words like specialise with a Z… To be clear, there’s nothing wrong with this, but it screams taking any output from ChatGPT and posting it. Be sure to let ChatGPT know your brand’s style and tone so it can work on perfecting those descriptions.
FAQs about ChatGPT and Property Listings
I asked ChatGPT this question to see what its response would be. Here it is word for word:
- “Will ChatGPT replace human estate agents? No, ChatGPT is a tool that enhances our capabilities, not replaces them. Our expert team still provides the essential human touch, local knowledge, and strategic guidance needed to sell your property effectively.
- Are ChatGPT-generated descriptions accurate? While ChatGPT produces impressive content, we always review and edit the output to ensure accuracy and incorporate our market expertise.
- Can ChatGPT help me buy a property? Absolutely! We can use ChatGPT to generate detailed property reports, analyse market trends, and help you find your dream home.” ChatGPT, November 26, 2024
Not bad ChatGPT… not bad…
Actual FAQs about ChatGPT and Property Listings
Here are the actual FAQs I receive regarding ChatGPT:
Q: Will AI search replace Google?
A: No, for the last 20 years whenever any of us have a question we have essentially trained ourselves to “Google it”. Undoing that habit won’t be an overnight change, my prediction is both Google and SEO are here to stay for a number of years before AI Search catches up.
Q: Do I use ChatGPT for SEO & Marketing?
A: Absolutely, but probably not how you think. I’m not feeding in a magic prompt, copying and pasting the response and wa la… a finished article. Instead the best use case I’ve seen for ChatGPT in marketing is idea generation. Closely followed by content briefs.
Q: Will ChatGPT replace jobs in the Estate Agency and Marketing?
A: This one is a little more nuanced than it’s made out to be. The short answer is yes. The short answer is also no. As humans, we’ve spent the past couple of hundred thousand years evolving, so why wouldn’t we also evolve with this change? I believe those who embrace changes, will invariably learn how to use ChatGPT and other sources of AI to become more efficient and effective at their roles.
Interested in Evolving Your Digital Strategy with Property Webmasters?
Like me, our team understand the unique challenges and opportunities in the estate agent industry. We’re passionate about helping estate agents like you thrive. Check out our other articles on using ChatGPT:
- ChatGPT for Estate Agents
- How to Real Estate Generate Leads Using ChatGPT
- Your Guide to Using ChatGPT for Real Estate Marketing
- How Estate Agents Can Leverage ChatGPT for Social Media
- Write Emails That Convert: ChatGPT for Real Estate Email Marketing
If you’re looking at how you could use innovative technologies to increase sales. Contact Property Webmasters today for a free consultation! Let’s discuss how we can help you achieve your business goals.
By Matt Atkinson
