How I Use ChatGPT as a Real Estate Pro (So It Actually Saves Me Time)
- Jerad Larkin
- 1 day ago
- 7 min read
How do I use ChatGPT the right way as a real estate professional so it saves time, sounds like me, and helps me create better marketing faster?
I stop using ChatGPT like a basic chatbot and set it up like a business tool: I personalize it, build Projects for repeatable tasks, and create custom GPTs I can reuse or share. Once you do that, it starts saving real time and the output stops sounding generic.
Why I’m Teaching This in the First Place
When I sit down with real estate agents, lenders, and teams, I hear the same thing over and over:
“I use ChatGPT sometimes… but it’s kind of hit or miss.”
And honestly, that makes sense.
Most people are using a tiny percentage of what ChatGPT can do. They’re typing a quick prompt, getting a generic answer, then spending more time editing the output than it would have taken to just write it themselves.
That’s the exact problem I want to fix.
My name is Jerad Larkin. I’m an Account Executive with Chicago Title Colorado, and I’ve been with Chicago Title for nine years. Beyond closing transactions, my whole goal is to partner with you and help you grow your business.
That’s why I teach classes like this: AI workshops, Facebook and Instagram marketing, video workshops, Google Business Profile optimization, and more. I’m not here to overwhelm you with every AI tool on earth. I’m here to show you what actually works and what you can implement immediately.
The Game Plan I Use in My Workshops
Here’s the structure I teach because it’s simple and it works:
Personalize your ChatGPT
Create a ChatGPT Project
Create a custom GPT
That’s it.
If you do those three things, you’ll immediately start getting better outputs, you’ll stop repeating yourself, and you’ll build systems you can reuse again and again.
Step 1: Personalize Your ChatGPT (This Is the Biggest Cheat Code)
If you skip everything else, do this.
Most agents don’t even know this exists.
When you personalize ChatGPT, you’re telling it:
Who you are
What you do
Who you serve
How you want responses written
What your tone should feel like
What you never want it to do
That’s how you stop getting robotic output.
Where to Find It
In ChatGPT, click your name in the bottom left.
Then click Personalization.
Inside that section, you’ll see options like:
Base style and tone (Professional, Friendly, Candid, etc.)
Characteristics (optional)
Custom Instructions (this is the money)
What I Put in My Custom Instructions
I’m not trying to make ChatGPT “smart.” It’s already smart.
I’m trying to make it sound like me and work like a business partner.
So I tell it things like:
Be accurate and honest. If you’re not sure, say so.
Be practical. Give me real world advice I can use.
Keep it clear and structured. Use headings and steps.
Match my voice. Conversational, professional, direct.
No forced hype language.
Make content perform. Strong hooks, tight structure, clear CTA.
Write in first person when I’m creating content.
Avoid em dashes.
That last one matters more than people think. ChatGPT loves using em dashes and it’s one of the fastest giveaways that something was AI-written.
My Favorite Shortcut for Writing Custom Instructions
If you’re staring at that personalization box thinking, “I don’t know what to write,” here’s what I do.
I literally ask ChatGPT to write my ChatGPT instructions.
I’ll say something like:
“Pretend I’m a real estate agent and I need help filling out my custom instructions. Ask me questions so you can write it accurately.”
Then it will ask you the right questions, like:
Who do you serve?
What’s your brand voice?
What kind of content do you create?
What CTAs do you want included?
What should it never say?
You answer those, and then you tell it:
“Now write my About Me and Custom Instructions in 1,500 characters or less.”
Why 1,500? Because that’s the character limit inside the customization area.
Now you’ve got something you can copy and paste that makes every future chat better.
Step 2: Use Projects to Save Time on Repetitive Tasks
Once ChatGPT is personalized, the next move is Projects.
I love Projects because they keep everything organized and reusable.
What a Project Actually Is
A Project is basically a folder inside ChatGPT that contains:
A saved set of instructions (your prompt)
A history of every chat you’ve run inside that Project
Optional files you upload that the Project can reference
So instead of having one endless chat history, you’ve got clean systems.
Why Projects Beat Regular Chat Threads
If you’ve ever found yourself typing the same thing into ChatGPT over and over, that’s your sign you need a Project.
Example:
Listing descriptions
Buyer guides
Seller guides
Open house follow up emails
Social media captions
Event promo content
Market update scripts
FAQ responses to clients
If you’re repeating the same instructions, turn it into a Project.
The Key Difference Between a Project and a GPT
Here’s how I explain it:
A Project is a living, editable system. You can tweak it as you go.
A GPT is more locked in. It’s built to run consistently the same way.
Projects are perfect when you want flexibility and iteration.
How to Create a Project (The Simple Version)
Click New Project
Name it something obvious (example: “Real Estate Listing Descriptions”)
Click into the Project settings
Paste your instructions into the Project prompt area
Click Save
Now every time you open that Project, it will follow those rules.
My Favorite Project Example: Listing Descriptions
I created a listing description prompt that’s designed to be compliance-aware.
Because yes, agents worry about ChatGPT breaking rules, saying something you shouldn’t say, or adding claims you can’t verify.
So the way I set it up is:
You plug in an address
It pulls relevant details
It asks you to confirm accuracy
Then it writes a polished description
It offers variations (shorter, longer, different tone)
The point is simple:
You stop reinventing the wheel every time you list a house.
You get consistent quality. Fast.
Projects Get Even Better When You Add Files
This is where it gets fun.
If you have transcripts of you speaking (videos, presentations, classes), you can upload those into a Project and tell it:
“Write content using my cadence, tone, and style based on these transcripts.”
That’s how my “Write Like Me” social media Project works.
It’s why my assistant can generate content that sounds like me across multiple platforms without me rewriting everything.
Step 3: Create a Custom GPT (So You Can Reuse or Share It)
Now let’s talk GPTs.
A GPT is basically a packaged version of a prompt that you can open and run anytime.
Why GPTs Are Powerful
Because they’re built for consistency and scale.
If you have:
A team
An assistant
A VA
A partner
Anyone helping with content
You can build a GPT, share the link, and now everyone is running the same system.
That means your brand stays consistent.
Heads Up: Free vs Paid ChatGPT
If you’re on the free plan, you can explore GPTs, but you typically can’t create your own. That’s why I tell agents: if you’re using ChatGPT regularly, spend the $20 per month. It’s a business expense and it’s worth it. The gap between free and paid has gotten bigger and bigger.
How to Create a GPT (Simple Version)
Go to Explore GPTs
Click Create
Give it a name (example: “Real Estate Video Script Generator”)
Add a description
Paste your instructions into the Instructions box
Select the recommended model (I like using the latest Thinking model when available)
Save it
Choose sharing settings (Only me, Anyone with link, or Public store)
Now you have a reusable tool.
My Favorite GPT Example: Video Script Generator
One of the most common things agents want is help with video scripts.
So I use a GPT that generates 60-second scripts with:
A strong hook
A clear story
A simple structure
A call to action
Then I do something I used to resist:
I read it from a teleprompter.
My opinion on teleprompters has changed completely.
Years ago I was against them because they sounded stiff.
Now with AI, the scripts are better structured than most people would write from scratch, and with a little practice you can read them naturally.
I use CapCut as my teleprompter, paste the script in, hit record, and I’m done.
The win is consistency.
The win is speed.
The win is actually posting.
Bonus Features Most Real Estate Pros Ignore (But Shouldn’t)
These are the “click around” features I always point out because people miss them.
Image Creation
ChatGPT image creation has improved a lot compared to where it used to be.
If you’re creating:
Event thumbnails
Workshop promo graphics
Listing social posts
Simple marketing visuals
It can get you close, fast.
You still need taste and a final review, but it’s a big time saver.
Apps Inside ChatGPT
There are app integrations you can connect and use inside ChatGPT, like Canva and real estate related tools.
The bigger point is this:
AI is becoming a hub, not just a chatbot.
Deep Research
Deep Research is what you use when you want ChatGPT to work harder.
Think:
A hyper-local buyer guide for a specific neighborhood
A seller guide customized to a niche property type
Migration trends for your county
A detailed report for a listing presentation
Buyer persona analysis for a property that’s sitting
It takes longer, but you get a deeper, more sourced output.
That’s valuable when you want to bring real insights into conversations, not generic advice.
My Main Takeaway for You
If you feel like ChatGPT is “meh,” it’s usually not ChatGPT.
It’s the setup.
When you personalize it, build Projects, and create a couple GPTs for repeat tasks, you’re no longer using AI like a toy.
You’re using it like a tool that makes you faster, more consistent, and more professional.
That’s how you get the time back.
That’s how you create more content without burning out.
That’s how you show up with better messaging, better hooks, and better execution.
Final Takeaway
You don’t need 50 AI tools. You need a simple workflow you’ll actually use.
Personalize ChatGPT so it sounds like you.
Create Projects for the tasks you repeat.
Create GPTs for the systems you want to reuse or share.
Do that, and you’ll start feeling the difference immediately.
Want more real estate tools, resources, and marketing ideas?
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Questions? Contact:
Jerad Larkin, Chicago Title Colorado
303.630.9430