Latest / Massive Agent Podcast / Why Using AI Might Be HURTING Your Business!?

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Why Using AI Might Be HURTING Your Business!? · Massive Agent Podcast

• 0:00
  SPEAKER_00: Now, this episode may be something you don't want to hear, but I have a duty to tell you this is super important.
• 0:06
  SPEAKER_00: But AI may be the worst thing that's ever happened to your content because if you're using it the way most agents do, you may not even realize that the damage is done until it's too late.
• 0:16
  SPEAKER_00: Let me explain.
• 0:17
  SPEAKER_01: The massive agent podcast.
• 0:20
  SPEAKER_01: We read generation distance strategies to give you more leads and sell more homes.
• 0:25
  SPEAKER_00: I love to buy houses.
• 0:26
  SPEAKER_00: I like to sell houses.
• 0:30
  SPEAKER_01: Wait a minute.
• 0:32
  SPEAKER_01: Leads a week.
• 0:33
  SPEAKER_01: You a week.
• 0:34
  SPEAKER_01: I've had better.
• 0:36
  SPEAKER_01: Oh.
• 0:37
  SPEAKER_01: Have I got your attention now?
• 0:39
  SPEAKER_00: Here's your host, Dustin Brohm.
• 0:43
  SPEAKER_00: What is up, guys?
• 0:44
  SPEAKER_00: Welcome to episode 441 of the Massive Agent Podcast.
• 0:48
  SPEAKER_00: I am your host, Dustin Brohm, here in Salt Lake City, Utah.
• 0:51
  SPEAKER_00: And I am the bearer of bad news for some of you today.
• 0:55
  SPEAKER_00: But you need to hear this.
• 0:56
  SPEAKER_00: It's the harsh truth that will make you better.
• 0:58
  SPEAKER_00: There's a big blind spot that when you're using AI, it's actually harming you.
• 1:04
  SPEAKER_00: It's it you're getting much worse results.
• 1:06
  SPEAKER_00: It's destroying your credibility in very specific ways.
• 1:09
  SPEAKER_00: So let me get into it and I'll explain.
• 1:11
  SPEAKER_00: Look, AI is not going to save your content.
• 1:14
  SPEAKER_00: If you don't already know the basics of how to write a hook, how to grab attention, if you don't understand how to write copy, if you're just thinking AI will completely take it off your plate and do it for you, it's destroying your credibility.
• 1:28
  SPEAKER_00: If you don't already know how to create content that connects and grabs attention, that sounds like a real human being, AI sure as hell is not going to do it for you.
• 1:36
  SPEAKER_00: There's a ton of training involved, a ton of prompting and retraining to teach AI how to speak and write like you with personality and not like a damn robot.
• 1:48
  SPEAKER_00: We can all tell.
• 1:49
  SPEAKER_00: Look, we can all tell now if ChatGPT wrote your emails.
• 1:53
  SPEAKER_00: I get emails, I see captions, and within three seconds, I'm like, ChatGPT.
• 1:58
  SPEAKER_00: And I just completely discount it.
• 2:01
  SPEAKER_00: You probably do as well.
• 2:02
  SPEAKER_00: When you see something that's so obviously written by AI, at this point, it's so common.
• 2:07
  SPEAKER_00: You're just like, okay, I don't care now.
• 2:08
  SPEAKER_00: Like I don't, I don't even bought, I don't even bother reading because it's just generic slop.
• 2:13
  SPEAKER_00: AI writes like AI until you've trained it to write like you.
• 2:19
  SPEAKER_00: But you have to have the, you have to have the knowledge and the expertise and the know-how to do it first.
• 2:25
  SPEAKER_00: So if you are one of the agents who's using AI and you embraced it and you're like, cool, I'm gonna have it write a bunch of emails.
• 2:32
  SPEAKER_00: I'm gonna have it write my scripts, I'm gonna have it write my captions, I'm gonna have it write my freaking replies, then you don't realize you're posting pure garbage that people see and notice right away as pure garbage.
• 2:45
  SPEAKER_00: Okay, AI, AI is just gonna help you create bad content faster.
• 2:50
  SPEAKER_00: If you don't know how to create good content first, AI is gonna help you make bad content even faster.
• 2:55
  SPEAKER_00: That's a problem.
• 2:57
  SPEAKER_00: Okay, bad content posted consistently does not build your brand.
• 3:02
  SPEAKER_00: It hurts your brand, it hurts your credibility, and it tunes people out.
• 3:06
  SPEAKER_00: There's certain people who I like, friends of mine, that now when I get their marketing emails, well, I just I don't read them.
• 3:14
  SPEAKER_00: I just I know it's a Chat GPT thing where it's gonna be like, not this, not that, just clarity.
• 3:20
  SPEAKER_00: Like if clarity is is in your stop it.
• 3:25
  SPEAKER_00: Okay.
• 3:26
  SPEAKER_00: And look, I've I've made this mistake in in the beginning when Chat GPT and Claude were fairly new.
• 3:31
  SPEAKER_00: I didn't understand that there are certain phrases, certain ways, certain formats that just scream AI that are not natural, that humans don't use in natural conversation.
• 3:44
  SPEAKER_00: But AI does.
• 3:45
  SPEAKER_00: And you know, it takes a little while before you recognize those things.
• 3:48
  SPEAKER_00: And so that's that's what I want to shine some light on today, is to help you identify the things that you need to strip out or reword or change, or even better, instruct your Claude or your chat to never use those formats and phrases again.
• 4:05
  SPEAKER_00: Not this, not that, just this, or the word clarity.
• 4:09
  SPEAKER_00: Uh it's we don't talk like that.
• 4:13
  SPEAKER_00: And it whenever I see that formatting now, it's just it's just bad.
• 4:17
  SPEAKER_00: Um look, you've got to know your shit first.
• 4:24
  SPEAKER_00: When AI first came on the scene a few years ago, it seems like it was just yesterday, but when when chat first came on the scene and then Claude, I believe, completely overtook Chat GPT with its ability to write, uh, it it made us super lazy.
• 4:38
  SPEAKER_00: And we thought, cool, I can do so much more now.
• 4:41
  SPEAKER_00: I'm just gonna let AI write it and then I'll post it.
• 4:45
  SPEAKER_00: So in the beginning, I I can understand if you just copied and pasted.
• 4:49
  SPEAKER_00: Because I did too.
• 4:50
  SPEAKER_00: I did too.
• 4:51
  SPEAKER_00: But then you're like, wait a minute, I want to make sure that I'm not just posting something.
• 4:55
  SPEAKER_00: I want to make sure that I'm posting the right thing, that it's actually like meaningful and worded in an impactful way, in a natural way.
• 5:03
  SPEAKER_00: And so you've got to know your shit first.
• 5:05
  SPEAKER_00: If you can't write decent content without AI, uh, you won't be able to tell when AI gives you garbage.
• 5:12
  SPEAKER_00: You have to be able to know if it's crap so you can strip out the crap or reword it and teach it.
• 5:19
  SPEAKER_00: I did a podcast, I don't know, a month or two ago about how to teach AI to speak like you.
• 5:26
  SPEAKER_00: And here's the process, okay?
• 5:28
  SPEAKER_00: Because I'm I'm gonna dive into it.
• 5:29
  SPEAKER_00: I have a bunch of bullet points that are super important for you to know, but I'm gonna just get I'm gonna get tactical for a second.
• 5:34
  SPEAKER_00: To train your AI to speak like you and to speak less like AI, and to train it to have your personality and not a generic personality, you have to take what it gives you, then reword it, rephrase it, delete shit, move stuff around, like completely redo it, and say, feed it back to it and say, here's my edited version.
• 5:54
  SPEAKER_00: Paste the edited version, and then right underneath, say, notice the differences, use this to learn from and update your understanding of my voice and personality.
• 6:04
  SPEAKER_00: I use that over and over and over and over.
• 6:08
  SPEAKER_00: You need to get to the point where you know how to write, you know how to write a script, you know how to write a caption, you know how to write an email.
• 6:15
  SPEAKER_00: Well.
• 6:15
  SPEAKER_00: And then you use Claude and AI to refine it, to give you more ideas, to help you make it more concise, for example.
• 6:23
  SPEAKER_00: AI needs to be your collaboration partner.
• 6:28
  SPEAKER_00: It needs to be like your a super smart copywriting assistant, a super a super smart um content creator that you're collaborating with to write and create.
• 6:40
  SPEAKER_00: But where most people screw up is you just outsource it.
• 6:43
  SPEAKER_00: You're like, yeah, okay, you write it.
• 6:45
  SPEAKER_00: Well, if you don't know how to do that yourself, you're gonna hire that in your business.
• 6:50
  SPEAKER_00: If you don't know how to do a certain job and you just hire someone to do it, you're gonna hire B and C players because you don't know what good looks like.
• 6:57
  SPEAKER_00: You don't know how to do it yourself.
• 6:58
  SPEAKER_00: This is the problem with agents who get into real estate and they're like, I'm just gonna start a team from day one, which you can do.
• 7:05
  SPEAKER_00: I'm not saying you can't.
• 7:06
  SPEAKER_00: I'm not even saying you shouldn't.
• 7:07
  SPEAKER_00: The danger, the downside that you have to overcome with that is if you don't know how to do certain processes or certain things, you don't know what a good agent looks like.
• 7:17
  SPEAKER_00: If you're hiring a transaction coordinator, if you don't know how to do the paperwork and if you don't know what you want done, how you need it done, then you're just hoping that somebody knows what they're doing.
• 7:28
  SPEAKER_00: You don't know what good looks like.
• 7:30
  SPEAKER_00: So, same with this.
• 7:31
  SPEAKER_00: If you aren't a decent content creator, if you have not taken the time and put in the effort to be a decent content creator, AI is just gonna give you garbage and you'll have no idea.
• 7:41
  SPEAKER_00: You'll have no way to know that it's feeding you garbage.
• 7:44
  SPEAKER_00: And it will.
• 7:44
  SPEAKER_00: Okay, it will.
• 7:45
  SPEAKER_00: It takes a lot of training, like for days and days and days, weeks of just taking what it gives you, rewording it, rephrasing it, feeding it back, saying, here's my edits, learn from it, notice the differences, notice how I say things, notice I eliminated this.
• 7:59
  SPEAKER_00: I've started telling it in my instructions at the account level, no more of this, not this, not that, just this format, that syntax or whatever it's called.
• 8:10
  SPEAKER_00: Like, don't do that.
• 8:11
  SPEAKER_00: Like, stop writing like AI.
• 8:14
  SPEAKER_00: Understand how I write, understand how I talk, because I give it all my podcast transcripts as well to learn from.
• 8:20
  SPEAKER_00: If you're doing videos, get the transcripts and just feed it and say, here's another one, here's another one, here's another one.
• 8:27
  SPEAKER_00: Analyze it, learn my personality, learn the way that I speak, learn how I talk.
• 8:32
  SPEAKER_00: And it will.
• 8:33
  SPEAKER_00: It just takes time.
• 8:34
  SPEAKER_00: Because AI doesn't know your voice right out of the box.
• 8:37
  SPEAKER_00: You have to teach it.
• 8:38
  SPEAKER_00: It because out of the box it writes like a robot.
• 8:42
  SPEAKER_00: It takes look, it takes prompting, it takes training, it takes repetition.
• 8:47
  SPEAKER_00: Excuse me, before it sounds even remotely human, before it sounds even remotely natural, okay, let alone you.
• 8:54
  SPEAKER_00: Right.
• 8:54
  SPEAKER_00: So generic AI phrases are a credibility killer because we can all notice them now.
• 9:01
  SPEAKER_00: You can all notice them.
• 9:03
  SPEAKER_00: Your audience, excuse me, your audience can spot that the generic AI phrases instantly.
• 9:10
  SPEAKER_00: So when they do, they stop trusting you and they stop watching.
• 9:13
  SPEAKER_00: And like I told you about some of my friends, I just stopped opening their emails because I know it's just gonna be garbage.
• 9:19
  SPEAKER_00: It's gonna tell me something about clarity, how it's not this, not that.
• 9:23
  SPEAKER_00: It's just clarity.
• 9:25
  SPEAKER_00: And it just goes right out the other ear.
• 9:28
  SPEAKER_00: None of us have a need for that.
• 9:31
  SPEAKER_00: AI is a crutch versus AI as a collaborator.
• 9:34
  SPEAKER_00: Okay.
• 9:34
  SPEAKER_00: The the agents winning with AI already know how to create good content.
• 9:39
  SPEAKER_00: You've put in the work to do it, and it takes time, it takes practice.
• 9:43
  SPEAKER_00: But then you use AI to go faster and to get sharper, but not to do the thinking and the writing for you.
• 9:50
  SPEAKER_00: You need to be the one directing the AI, not just outsourcing it and saying, Here, you do this.
• 9:55
  SPEAKER_00: If you look, I built a whole course, the clients from social course.
• 9:59
  SPEAKER_00: Like, go watch some videos, take a course.
• 10:01
  SPEAKER_00: If you want to take mine, it's it's a few hundred bucks, like it's cheap.
• 10:04
  SPEAKER_00: But it's the whole formula on how to create great content, how to write hooks, how to how to reach the right people, how to convert them into actual clients.
• 10:12
  SPEAKER_00: That whole system, massive agentsociety.com slash course, like I said, it's on I kept it super inexpensive.
• 10:19
  SPEAKER_00: It's only a few hundred bucks.
• 10:21
  SPEAKER_00: That'll teach you how to be a great content creator.
• 10:23
  SPEAKER_00: And then you can use that expertise to then pull your Claude or your chat in as a collaborator so that you can do more together.
• 10:32
  SPEAKER_00: That is the key.
• 10:33
  SPEAKER_00: The right way to use it is you start with your own ideas, you uh you have your own angles, your own opinions, and then you use Claude, you use chat to, or Gemini, whatever, to refine and tighten and improve what you already have.
• 10:48
  SPEAKER_00: But most of you are doing it the other way around.
• 10:51
  SPEAKER_00: You're saying, hey, write an article on this, write a caption about this, and it gives you something, and it doesn't sound like you, and it's generic, and then people don't even read it.
• 11:00
  SPEAKER_00: They're just like, ah, garbage.
• 11:01
  SPEAKER_00: I'm telling you, your followers are starting to tune out, your readers are starting to not read, it is becoming a problem.
• 11:08
  SPEAKER_00: And it and for people who know what AI looks and sounds like, it is a huge credibility killer.
• 11:14
  SPEAKER_00: And I don't want that for you.
• 11:17
  SPEAKER_00: So if when you skip that foundation of knowing how to do good content and skip straight to hear AI write this and just unknowingly posting content, it will hurt your reach.
• 11:26
  SPEAKER_00: It will kill your engagement and it will chip away at your credibility over time.
• 11:32
  SPEAKER_00: I mean, I w I wish I had something different for you.
• 11:35
  SPEAKER_00: I I don't.
• 11:36
  SPEAKER_00: Um I I don't know what to tell you.
• 11:39
  SPEAKER_00: AI is not gonna save your content.
• 11:40
  SPEAKER_00: This is what I said to open the show.
• 11:42
  SPEAKER_00: AI is not gonna save your content.
• 11:43
  SPEAKER_00: If you don't already know how to create content that connects, grabs attention, and sounds like a real human being, AI is just gonna help you produce bad content faster.
• 11:52
  SPEAKER_00: So I'd encourage you, if it's not my course, go on YouTube or take like learn how to be a great content creator.
• 11:59
  SPEAKER_00: I made the course, you can just do it fast.
• 12:01
  SPEAKER_00: Like by this weekend, you could be up to speed and know what to do and eliminate hours and hours of trial and error.
• 12:07
  SPEAKER_00: MassiveAgen Society.com slash course, grab it.
• 12:11
  SPEAKER_00: If you haven't yet, go grab it.
• 12:13
  SPEAKER_00: I I made it for you.
• 12:14
  SPEAKER_00: And then you can use AI to double, triple, quadruple how good you are and how productive and how much content you put out there.
• 12:25
  SPEAKER_00: But you have to teach it over time.
• 12:27
  SPEAKER_00: So just want to plant that with you.
• 12:30
  SPEAKER_00: I know I'm stepping on toes here.
• 12:31
  SPEAKER_00: I know a lot of you are creating the generic slop because in the beginning, I'm like, oh, this is cool.
• 12:37
  SPEAKER_00: Let me post this.
• 12:38
  SPEAKER_00: And then once I actually started to read, see, here's the key.
• 12:42
  SPEAKER_00: I actually started to read it with a critical mind.
• 12:45
  SPEAKER_00: I'm like, that sounds weird.
• 12:46
  SPEAKER_00: I don't like the way that's worded.
• 12:47
  SPEAKER_00: Well, that's stupid.
• 12:48
  SPEAKER_00: Well, let's remove this completely.
• 12:50
  SPEAKER_00: That's unnecessary.
• 12:51
  SPEAKER_00: This is redundant.
• 12:51
  SPEAKER_00: And pretty soon I'm like, wait, this is garbage.
• 12:54
  SPEAKER_00: So I had to teach it how to make good shit.
• 12:57
  SPEAKER_00: My shit.
• 12:59
  SPEAKER_00: So take transcripts from podcasts, transcripts from videos, scripts you've written, emails you've written that you yourself have written, not just other ones that AI has helped you, and feed it into a project within Claude and train it on your voice and your personality.
• 13:14
  SPEAKER_00: And then every time you need to do another script, say, here's my thoughts, here's what I want to do, I want to make sure to hit this point and that point.
• 13:21
  SPEAKER_00: Help me refine these ideas.
• 13:23
  SPEAKER_00: So that's what I did with this episode.
• 13:24
  SPEAKER_00: I went in, I turned on my mic within Claude, and I just spoke to it.
• 13:29
  SPEAKER_00: I brain dumped all my thoughts for this episode.
• 13:32
  SPEAKER_00: And then I said, let me find the exact prompt.
• 13:36
  SPEAKER_00: So I said, this week I'm doing the podcast about the concept of using AI to blah, blah, blah.
• 13:40
  SPEAKER_00: Braindumped.
• 13:41
  SPEAKER_00: At the very end, I said, help me refine these ideas into a small list of bullet points as concise as possible.
• 13:46
  SPEAKER_00: And it did.
• 13:47
  SPEAKER_00: It gave me one, two, seven bullet points that are actually pretty good.
• 13:51
  SPEAKER_00: So then now I'm just going through, it's reminding me what I want to, what I want to uh what I want to talk about.
• 13:58
  SPEAKER_00: Then I go through and give my own words and my own my own thoughts to it.
• 14:01
  SPEAKER_00: So it has helped me organize and refine my ideas in a way where I can still deliver them in a completely real, authentic way.
• 14:10
  SPEAKER_00: AI did not write this script.
• 14:12
  SPEAKER_00: It wrote the basic short outline of certain points to hit.
• 14:18
  SPEAKER_00: And then I'm just I'm just rapping on those.
• 14:21
  SPEAKER_00: I hope this was helpful.
• 14:22
  SPEAKER_00: I hope this was a wake-up call because I see a lot of you putting out stuff that you'd be better off not putting out.
• 14:31
  SPEAKER_00: I'm sorry, but you're better off not putting it out.
• 14:34
  SPEAKER_00: And I don't like that for you.
• 14:36
  SPEAKER_00: Okay, I don't like that for you at all.
• 14:37
  SPEAKER_00: What I would love to see is that you make the investment of your time and your energy to learn how to be a good content creator and then use AI to help pour gas on the great content.
• 14:51
  SPEAKER_00: That is the path.
• 14:52
  SPEAKER_00: That is where AI shines.
• 14:53
  SPEAKER_00: That is what it's for.
• 14:55
  SPEAKER_00: And the creators, the agents and the content creators who are really winning right now are the ones who are doing just that.
• 15:03
  SPEAKER_00: Thank you so much for listening.
• 15:04
  SPEAKER_00: Share this episode with another agent or a team leader or your broker or anyone that needs to hear this message.
• 15:10
  SPEAKER_00: Share this with them.
• 15:11
  SPEAKER_00: Help me grow the audience for this podcast.
• 15:14
  SPEAKER_00: And I will keep coming back.
• 15:15
  SPEAKER_00: I will keep coming back every single week with a new episode.
• 15:18
  SPEAKER_00: We're at episode 441.
• 15:20
  SPEAKER_00: Do you realize how crazy it is?
• 15:22
  SPEAKER_00: That I'm having a little uh I'm having a moment.
• 15:25
  SPEAKER_00: 441 straight weeks of a podcast every Thursday morning.
• 15:31
  SPEAKER_00: That's pretty wild.
• 15:32
  SPEAKER_00: I'm proud as shit of that because I'm stubborn, and you better believe there's times where I don't want to do it.
• 15:37
  SPEAKER_00: Like, even the last month or two, to be honest, I've considered like, at what point do I stop doing the podcast?
• 15:43
  SPEAKER_00: Like, it's got to end at some point.
• 15:44
  SPEAKER_00: Is it now?
• 15:45
  SPEAKER_00: The answer is no, it's not.
• 15:52
  SPEAKER_00: But the consistency has been absolutely magical.
• 15:54
  SPEAKER_00: I will make the commitment to keep coming back if you will not keep this a secret.
• 15:59
  SPEAKER_00: Promise me that if you enjoy these episodes, that you will not keep it to yourself.
• 16:04
  SPEAKER_00: Share it with other agents.
• 16:06
  SPEAKER_00: Help me to reach new people in our industry who need this messaging.
• 16:09
  SPEAKER_00: Help me help you help others.
• 16:13
  SPEAKER_00: And I'll keep coming back with an episode every single week.
• 16:15
  SPEAKER_00: Thank you so much.
• 16:16
  SPEAKER_00: Make sure that you are following me on Instagram at Massive Agent.
• 16:20
  SPEAKER_00: If you are not, I put my best stuff out there.
• 16:22
  SPEAKER_00: Like I think the podcast is pretty good, but I put my best stuff out there on Instagram every single day.
• 16:27
  SPEAKER_00: A lot of the programs that I do, the offerings, the trainings, I like I don't even talk about it on the podcast.
• 16:34
  SPEAKER_00: I go to Instagram and my email list and YouTube.
• 16:38
  SPEAKER_00: Make sure you're subscribed to the Massive Agent YouTube channel, doing some really good, highly tactical stuff on YouTube.
• 16:43
  SPEAKER_00: If you haven't yet, go over to the Massive Agent YouTube channel and subscribe.
• 16:47
  SPEAKER_00: I appreciate you.
• 16:48
  SPEAKER_00: I'll be back next week.
• 16:49
  SPEAKER_00: And you're going to invite a guest.
• 16:51
  SPEAKER_00: You promised.
• 16:52
  SPEAKER_00: I'll see you next week.