Brand. Build. Post.: How Denver Agents Are Using Claude to Create and Post Their Marketing

Jerad Larkin

12 minutes ago

5 min read

How can a real estate agent use AI to create and post their own marketing?

Set Claude up once with your brand (colors, fonts, logo, headshot and the way you write), then let it build your listing marketing, edit your talking head videos, and schedule everything to your social accounts through a connector called Blotato. You stay the approver. Claude does the busywork.

On November 3 I taught a class called Brand. Build. Post. at Guide Real Estate in Denver to a full room of agents. Seventy-five people signed up. I filmed a quick video in front of the room at the start of class, handed it to Claude, and by the end of the hour it had been edited, captioned for every platform, and scheduled to post.

I'm Jerad Larkin, Account Executive with Chicago Title of Colorado. I've been helping agents with marketing since 2017, and this is the system I now use for my own content. It has made posting consistently easier than it has ever been for me. Here's the full class, plus the written version below.

What this class covers

How to build your brand design system and voice inside Claude, once
The On-Brand Content Pack: one listing turned into a week of marketing
The Talking Head Video Editor: raw phone video in, finished Reel out
Connecting Blotato to Claude so it can schedule posts for you
The Content Playbook, for the days you have no idea what to post

Every skill I used in the class is free in the class kit, along with the slide deck and setup steps.

Get the free Brand. Build. Post. kit

Why brand comes first

The number one complaint I hear from agents who try AI for marketing is that everything it makes looks generic. That happens because Claude doesn't know who you are yet.

So step one is the Brand + Voice Builder skill. You give it your logo, your headshot, your website and five to ten marketing pieces you actually like. It researches what's already public about you, asks you a handful of questions, and saves a design system Claude references every time it makes something for you.

That one setup is what makes everything after it look like you instead of a template. It takes some time the first run, and you only do it once.

Build: one listing, a week of marketing

In the class we ran the On-Brand Content Pack live on a real listing. You drop in the listing photos and the property details, and it builds:

A Just Listed post and story
An open house flyer
A postcard mailer
A market stat post
A short listing video made from the photos
Captions for each piece

The word I kept coming back to in class was moldable. If the first version is off (we got a little pink on one that shouldn't have been there), you tell Claude what to change and it fixes it. Then you tell the skill to remember the fix so it doesn't happen again.

A quick note on compliance: keep your brokerage name on every piece, follow Fair Housing, and only use photos and music you have the rights to.

Video: let Claude do the editing

This is the part that got the most reactions. I filmed a 30 second video in front of the room, dropped the raw file into Claude, and asked it to run my Talking Head Video Editor skill.

It trims the dead space at the start and end, cleans up the audio, adds captions in my brand colors, and can drop in B-roll and background music. I don't use a microphone for these. It's one take and done, and the skill handles the audio cleanup.

Two questions came up from the room that are worth answering here:

Music: Claude can find a track that's free for social use, or you can give it a song you've licensed. You decide which way to go.
Thumbnails and cover photos: yes, it builds those too, and you can tell it exactly how you want them to look.

Post: connect Blotato to Claude

Claude can't post directly to Instagram or Facebook. It needs a connector, and the one I use is Blotato. Once it's connected, Claude can write a caption for each platform, schedule the post, and even set up comment-to-DM automations on Instagram and Facebook.

The setup in the class went like this:

Create a Blotato account and connect your social accounts inside Blotato
Add Blotato to Claude as a custom connector
Allow Claude to upload files to Blotato in your settings, which is the step most people miss
Install the Blotato Social Poster skill, which already knows Blotato's limits (like the 10-image carousel cap)

Heads up: there's no free Blotato plan, and the trial doesn't include the Claude connection, so plan on the paid Starter plan if you want Claude posting for you.

When you don't know what to post

The last piece is the Content Playbook. It's five plays you can run any week, written to your design system and your voice:

Closing Day Spotlight, where your client is the hero
Doors-Open Drumroll, a three-post launch for a new listing
New Listing Every Feed
Rearview, a look back at a win
Record Once, Post All Week

What I'd do first if I were you

Build your design system this week. Everything else depends on it.
Run the Content Pack on your next listing. Compare it to what you'd normally make.
Shoot one talking head video and let Claude edit it. Thirty seconds, one take.

And remember the point of all of this. It isn't more content for the sake of content. It's getting your time back for the conversations that actually close deals.

Frequently asked questions

Can Claude post to Instagram and Facebook for me?

Not directly. It needs a connector like Blotato. Once Blotato is connected to Claude, Claude can write the captions, schedule the post, and post it for you after you approve it.

Do I need to know how to edit video?

No. The Talking Head Video Editor skill trims, cleans up the audio, captions and adds music for you. You give it the raw video and tell it what to change.

What is a Claude skill?

A skill is a set of instructions Claude follows for a specific job, saved as a file you upload once. After that you just ask Claude to run it, and you can keep improving it as you go.

Is the class kit really free?

Yes. Every skill from the class, the slide deck and the setup guide are free when you sign up for the kit.

Does this work for agents outside Colorado?

The skills work anywhere. The class was taught in Denver, and some of the examples are Colorado listings.

Want more of this?

I teach classes like this for Colorado real estate agents all year, and I send a weekly email with a new Claude skill built for real estate.

Get the free class kit

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