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How Real Estate Agents Can Use AI to Scale Their Marketing, Build a Stronger Brand, and Stay Relevant · Know Like Trust for Real Estate

0:00
[SPEAKER_02]: It's in your back pocket any time you want it.
0:03
[SPEAKER_02]: I say to my team, my marketing team, I say to my CEO, I say to the other employees, I say to anybody who will listen, that you should immerse yourself in the latest tools that will allow you to get 10x of your output that you would normally get 1x just doing it yourself.
0:23
[SPEAKER_00]: Hey everyone, my guest today is someone I've known and respected for a very long time.
0:28
[SPEAKER_00]: He's an influencer and a leader in our industry, as well as a brilliant marketer.
0:33
[SPEAKER_00]: He's also an author.
0:34
[SPEAKER_00]: Seth Price is with us today, and Seth has been under the radar for the last few years.
0:39
[SPEAKER_00]: He'll hear him speak about that in our chat, and it's so good to have him back.
0:43
[SPEAKER_00]: After years working in prop tech in leadership roles and marketing and product marketing,
0:53
[SPEAKER_00]: state.
0:54
[SPEAKER_00]: Seth is on a mission to empower businesses and marketing teams to navigate the AI revolution with confidence by showing them how to demystify AI, maximize resources, and achieve results.
1:06
[SPEAKER_00]: In our chat, we talked about AI as a tool for real estate and Seth shared his favorite AI tools, which not just chat GPT, there's some really good ones he shared, and he told us exactly how to use them.
1:18
[SPEAKER_00]: He also gave us his predictions for AI, so take
1:25
[SPEAKER_00]: Seth, thank you so much for being with us today.
1:28
[SPEAKER_00]: I'm like, over the moon excited to chat with you because, well, like we talked about a couple months ago, it's been a long time since you've been on the scene and I've always been a big fan.
1:40
[SPEAKER_02]: Thank you very much.
1:41
[SPEAKER_02]: Thank you, excited to be here.
1:42
[SPEAKER_00]: Yeah.
1:43
[SPEAKER_00]: So, back in the day, you wrote a great book called The Road to Recognition.
1:49
[SPEAKER_00]: Yep.
1:50
[SPEAKER_00]: All about personal branding.
1:51
[SPEAKER_00]: You and I have this shared passion around personal branding.
1:55
[SPEAKER_00]: I'm interested to know how your view of personal branding has evolved since you wrote the book and since the dawn of AI.
2:03
[SPEAKER_02]: Yeah, it's interesting because I spent the latter part of the last two and a half years focused on implementing AI, process automation, using AI as a writing tool, video, all of the things.
2:20
[SPEAKER_02]: And what dawned on me during that process is that the only differentiator that we have is brand.
2:28
[SPEAKER_02]: And so if you think about what's going to happen like I'm assuming most of the audience is using chatchipiti or Claude or Proplexity or whatever tool that's an intermediary between Google our traditional search and discovery.
2:44
[SPEAKER_02]: And if you order a pizza basically whoever's controlling Proplexity or chatchipiti is going to serve you whatever serves them best.
2:56
[SPEAKER_02]: Which means that if you are a pizza shop owner, you're sort of screwed unless you have a brand and when people are asking for something, they ask for Christine's pizza.
3:09
[SPEAKER_02]: That's right.
3:10
[SPEAKER_02]: Otherwise, like, how do you get discovered?
3:13
[SPEAKER_02]: And so I am more of a proponent of personal brand than ever before.
3:18
[SPEAKER_02]: I think it needs to be a little bit more strategic and the time is now.
3:23
[SPEAKER_02]: Like, there's no before I,
3:27
[SPEAKER_02]: people would have successful businesses and I would say, you know what, you don't need to do a personal brand because your business is doing great.
3:33
[SPEAKER_02]: But if you look out two, three, four, five years, there's really a cataclysmic change that is about to happen that we're seeing happening today, month by month by month, and if someone is looking to grow their business in any way
3:53
[SPEAKER_02]: We have to be in the market, and we have to be building reputation at scale.
3:58
[SPEAKER_00]: So...
4:00
[SPEAKER_00]: Oh my god, I love this because this is what we do, right?
4:03
[SPEAKER_00]: So there's more opportunities what you're saying.
4:05
[SPEAKER_00]: But so you said something you said, it needs to be more strategic.
4:09
[SPEAKER_00]: Can you expand on that?
4:10
[SPEAKER_00]: What does that mean when you say it needs to be more strategic?
4:12
[SPEAKER_00]: Like I'm a real estate agent, right?
4:15
[SPEAKER_00]: I'm doing, you know, let's say I'm doing $30 million a year and I want to take it to the next level.
4:21
[SPEAKER_00]: So what does that mean I need to be more strategic about my personal brand?
4:27
[SPEAKER_02]: It needs to be taken as if it's
4:30
[SPEAKER_02]: part and parcel of the job as opposed to a bolt-on that you will get to when you have the time and when things aren't distracting you.
4:42
[SPEAKER_02]: And so what I mean by that is let's say you're not an individual agent but we are a team you and I and we decide we want to grow our team in a new market.
4:54
[SPEAKER_02]: We would divide and conquer.
4:56
[SPEAKER_02]: We would allocate a certain amount of our resources and that includes money and time to making sure we can build awareness and we can create a mechanism that doesn't stop when we go to sleep, right?
5:11
[SPEAKER_02]: Because that's the challenge when you're an individual agent is your spinning plates.
5:17
[SPEAKER_02]: to events, you're calling people, you're emailing people, and the moment you take a break, all of that stops.
5:27
[SPEAKER_02]: And because social has changed so much from our social graph, like who we know would see our stuff to the algorithmic graph, in transgraphed, meaning that if you who are putting out content,
5:41
[SPEAKER_02]: And you don't have the mechanism to do that at scale with consistency, it's really hard to grow.
5:48
[SPEAKER_02]: And what we need to do is we need to not just spin a few plates to get a little attention, we need it to amplify.
5:57
[SPEAKER_02]: So there's a compounding effect on the awareness that we're generating.
6:03
[SPEAKER_00]: And how do we do that?
6:05
[SPEAKER_00]: Like, how do we spin the plates at scale?
6:07
[SPEAKER_02]: Yeah, I mean, so if I were stepping in and you said, hey Seth, I need your help.
6:13
[SPEAKER_02]: I want to figure out how to do the 30 million in transactions that I do every year, but I want to double that and I want to figure out how to invest wisely.
6:23
[SPEAKER_02]: And so some of the basic things are setting up some systems that you can nurture people.
6:29
[SPEAKER_02]: that are in your sphere.
6:30
[SPEAKER_02]: I mean, the sphere of influence is still so powerful for new business and existing business and converting, because people already know you.
6:41
[SPEAKER_02]: And so, I would focus on setting up the infrastructure,
6:45
[SPEAKER_02]: identifying who those people are, making sure you have a good CRM, making sure you have a good nurture tool to be able to send them information, whether that be listings or housing value or any of those things that keep them tethered to you in some way, shape or form, so when they are ready to raise their hand.
7:05
[SPEAKER_02]: you were the first person that they think of.
7:07
[SPEAKER_02]: That would be step one on the content side.
7:10
[SPEAKER_02]: I would do some of the things that you're doing right now, which is you have this podcast, which is a way to create content.
7:17
[SPEAKER_02]: on a regular basis to provide value to an audience.
7:21
[SPEAKER_02]: And then you can take that value and you can what I call atomize it.
7:25
[SPEAKER_02]: You can turn it into social posts.
7:27
[SPEAKER_02]: You can turn it into blog posts.
7:29
[SPEAKER_02]: You can do round-ups of all of this podcast interview.
7:32
[SPEAKER_02]: You can do transcripts.
7:34
[SPEAKER_02]: I mean, the world is your oyster when you're thinking about, how do I build my brand as a business?
7:43
[SPEAKER_02]: Not just my brand is, oh, I need to have a brand
7:47
[SPEAKER_02]: Yeah, or logo, or logo, it's that part is just the surface of it.
7:54
[SPEAKER_02]: The mechanism is the important part.
7:59
[SPEAKER_00]: And so what is AI's role in that right now?
8:03
[SPEAKER_02]: Yeah, and it's just a tool.
8:05
[SPEAKER_02]: I mean, AI is amazing.
8:06
[SPEAKER_02]: It's like
8:07
[SPEAKER_02]: I think of, you remember when we first got searched or first got our iPhones and there were definitely some early adopters to the iPhone and all of a sudden you could do things traveling around that you would normally have to plug in your desktop computer because most people had desktop and they didn't have MacBooks or what have you.
8:29
[SPEAKER_02]: and you would have to be seated in a place to talk to a customer, to look up a transaction, to do some research, to search on the MLS because they weren't mobile-friendly, like all of those things.
8:41
[SPEAKER_02]: AI is the same, just going 100 times faster.
8:45
[SPEAKER_01]: Yeah.
8:46
[SPEAKER_02]: So it's a tool.
8:47
[SPEAKER_02]: If you are a right, you need to communicate in words, hey, it's a fantastic tool to help hone, come up with ideas, refine, you know, correct the grammar and the spelling, like all of those things, it's in your back pocket anytime you want it.
9:04
[SPEAKER_02]: And so I say,
9:06
[SPEAKER_02]: I say to my team, my marketing team, I say to my CEO, I say to the other employees, I say to anybody who will listen that you should immerse yourself in the latest tools that will allow you to get 10x of your output that you would normally get 1x just doing it yourself.
9:26
[SPEAKER_00]: The one important, so important, so are you saying that an agent who isn't
9:32
[SPEAKER_00]: using Chachi PT or some AI tool or who's just dabbling in it, are they going to be left behind?
9:40
[SPEAKER_00]: Like this is kind of like the dawn of the internet, right?
9:43
[SPEAKER_00]: Like AI is like the biggest thing since the internet.
9:46
[SPEAKER_00]: And there were so many agents that were afraid of the internet, right?
9:49
[SPEAKER_00]: Because it all suddenly information that they held close was now available to everybody.
9:55
[SPEAKER_00]: What do you say to the agent who is afraid of this change?
10:00
[SPEAKER_00]: or overwhelmed by it.
10:02
[SPEAKER_02]: Yeah, I mean, it's the same fear that existed and does exist for people with social, right?
10:07
[SPEAKER_02]: If we think about social, okay, we've all spent money on paid advertising, whether it's banner ads, whether it's SEO with Google, whether it's amplification on meta with Instagram and Facebook.
10:30
[SPEAKER_02]: Social is this thing.
10:32
[SPEAKER_02]: That is free.
10:34
[SPEAKER_02]: And yet, if you look at a thousand agents or let's say you look at a hundred agents, one, maybe taking it seriously and putting out content on a regular basis.
10:48
[SPEAKER_02]: And yet, it's free.
11:00
[SPEAKER_02]: Most of them have been built social following at scale that are unimaginable.
11:07
[SPEAKER_02]: And like if you go into TikTok and you just search for real estate, search for real estate in your area, search for real estate in your state.
11:14
[SPEAKER_02]: You will find somebody who has made the commitment.
11:18
[SPEAKER_02]: and built this unfair playing ground for themselves because they get so much attention for so little effort.
11:26
[SPEAKER_02]: And I'm not saying it's easy because you have to build the infrastructure.
11:30
[SPEAKER_02]: You have to do it consistently.
11:31
[SPEAKER_02]: So to answer your question directly, will people get left behind?
11:35
[SPEAKER_02]: Yeah, some will.
11:36
[SPEAKER_02]: But that doesn't mean, and I want to be very clear about it.
11:40
[SPEAKER_02]: So it doesn't mean that someone can't have a great business doing it the way that they've always done it.
11:45
[SPEAKER_02]: And the caveat to me would be, do you have a great business?
11:49
[SPEAKER_02]: Are you on the precipice of having a great business with the plan that you've got?
11:53
[SPEAKER_02]: And if the answer is yes, pay carry on.
11:56
[SPEAKER_02]: If you don't have what you want, this is a path.
12:01
[SPEAKER_02]: And this is a path that the world over is showing evidence that it works.
12:08
[SPEAKER_02]: And it is happening so quickly that if you don't pay attention to it,
12:14
[SPEAKER_02]: You risk missing out.
12:16
[SPEAKER_02]: And so it's not binary, meaning that if you don't do it, you can't have some success.
12:23
[SPEAKER_02]: But I would say, hey, all roads are leaning towards AI is going to transform our future in ways we cannot imagine.
12:32
[SPEAKER_00]: Yeah.
12:34
[SPEAKER_02]: Let's play.
12:35
[SPEAKER_00]: I know, I know, and I think it's, you can't break it, right?
12:39
[SPEAKER_00]: It's kind of goes back to, you can't break it.
12:41
[SPEAKER_00]: So go in there and just kind of play around.
12:42
[SPEAKER_00]: It is free.
12:43
[SPEAKER_00]: There is a paid version, but it is free.
12:45
[SPEAKER_00]: And just go in there and play.
12:48
[SPEAKER_00]: I'm curious, like, from your perspective, what do you see the future of AI as it relates to our industry?
12:58
[SPEAKER_00]: Like, what's it going to, how's it going to play in the future?
13:03
[SPEAKER_02]: um, I think we're going to have a different type of agent in addition to humans.
13:09
[SPEAKER_02]: Humans are really, really valuable.
13:11
[SPEAKER_02]: We relate to humans.
13:12
[SPEAKER_02]: That's why brand is so important.
13:14
[SPEAKER_02]: That's why we're we're deciding between two restaurants that look really nice side by side.
13:19
[SPEAKER_02]: If someone we know,
13:22
[SPEAKER_02]: says that restaurant is great, the one on the right, you go to that one.
13:26
[SPEAKER_02]: And so there'll always be a place for a consigli area guide as someone who is knowledgeable, trustworthy, and can help you navigate the world.
13:39
[SPEAKER_02]: Now, at the same time, there will be these new things called agents where you can ask your phone, be a chatchipy-t or pick a platform of choice.
13:48
[SPEAKER_02]: Hey, I'm looking for X and it really needs to have sunlight in the morning coming through the front windows.
13:58
[SPEAKER_02]: It needs to be in an area that I don't have to worry about flood insurance.
14:03
[SPEAKER_02]: Like all of the things that you care about as a consumer,
14:07
[SPEAKER_02]: you will get the answers to those questions.
14:10
[SPEAKER_02]: I mean, that's just a reality.
14:12
[SPEAKER_02]: I don't know, like, for me, okay, so I'm an avid gardener, love gardening.
14:18
[SPEAKER_02]: I live on six acres, lots of landscaping.
14:20
[SPEAKER_02]: I've got beautiful trails.
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[SPEAKER_02]: I've built over the last five years.
14:24
[SPEAKER_02]: We have a garden, like a vegetable herb garden.
14:27
[SPEAKER_02]: And I did a prompt on chat, GPT.
14:31
[SPEAKER_02]: And by the way, I pay the $20.
14:34
[SPEAKER_02]: And I would suggest to anyone listening to this.
14:38
[SPEAKER_02]: Pay the $20.
14:39
[SPEAKER_02]: If all three, it's $60 a month.
14:43
[SPEAKER_02]: You need to get the best education possible more than they could teach you in a class on how to use this stuff.
14:48
[SPEAKER_02]: So I'll just put that aside.
14:50
[SPEAKER_02]: So what it is, I wrote a note which is a very long prompt.
14:55
[SPEAKER_02]: It needs a great chat GPT and I said, I've got eight, five by five garden beds.
15:08
[SPEAKER_02]: I tend to plant and I list it all the things that I plant.
15:12
[SPEAKER_02]: Please put together a bed by bed planting guide by time for the things that I would plant by seed so selling and the things that I would either want to start inside or buy starts.
15:27
[SPEAKER_02]: It not only did that, it gave me a shopping list and drawings for each one for what I would plant in it.
15:35
[SPEAKER_02]: I did that on a flight way back home this past weekend.
15:41
[SPEAKER_02]: I don't know, I mean, it's a tool.
15:44
[SPEAKER_00]: It's amazing.
15:44
[SPEAKER_02]: It's an amazing hammer.
15:46
[SPEAKER_02]: Like,
15:47
[SPEAKER_00]: It really is.
15:48
[SPEAKER_02]: The hammer nail, you need a hammer.
15:49
[SPEAKER_02]: This is an amazing tool.
15:51
[SPEAKER_02]: And so I say to people, yeah, just use it like you would an assistant.
15:55
[SPEAKER_02]: That's with you all the time and you just have connections.
15:58
[SPEAKER_02]: Sometimes you're even your human assistant is wrong.
16:01
[SPEAKER_02]: Sometimes it's wrong.
16:02
[SPEAKER_02]: That's okay.
16:03
[SPEAKER_02]: People make mistakes.
16:04
[SPEAKER_02]: The machines make mistakes.
16:06
[SPEAKER_02]: But that doesn't mean you shouldn't use them.
16:08
[SPEAKER_00]: Yeah.
16:09
[SPEAKER_00]: Oh my god, it's so amazing.
16:12
[SPEAKER_00]: Um, I love that.
16:13
[SPEAKER_00]: I love that.
16:14
[SPEAKER_00]: How you used it for your gardening.
16:16
[SPEAKER_00]: Um, let's switch and talk about real scout.
16:18
[SPEAKER_00]: You have reasonably become the chief marketing officer at Real Scout, which is a favorite platform of mine.
16:24
[SPEAKER_00]: Uh, and can you tell us what AI features are you integrating at Real Scout right now?
16:31
[SPEAKER_02]: That's a really good question.
16:33
[SPEAKER_02]: Um, well,
16:34
[SPEAKER_02]: Let me tell you a little bit of story of why I joined Real Scout, and so I've worked in the Probtech space, so, Proverty Technology space for over 10 years.
16:45
[SPEAKER_02]: I've been a consultant to other companies that are not necessarily in Probtech, but are in technology.
16:52
[SPEAKER_02]: And the reason I chose Real Scout was, were two things.
16:57
[SPEAKER_02]: What was an amazing team?
16:58
[SPEAKER_02]: So I,
17:00
[SPEAKER_02]: Like everyone, I need to feel good about going to work with the people that I work with, so that's thing one.
17:06
[SPEAKER_02]: Number two.
17:08
[SPEAKER_02]: It's one of the few pieces of software that actually works when you're not using it.
17:15
[SPEAKER_02]: And so if you think about a website, you set up the website, it's really beautiful, great.
17:20
[SPEAKER_02]: It's static, it does not do anything for you.
17:24
[SPEAKER_02]: And so what I'd really liked about real scale and you can search for reviews.
17:29
[SPEAKER_02]: I mean,
17:30
[SPEAKER_02]: people that use it are fanatical fans.
17:34
[SPEAKER_02]: So to me that was part of my decision-making process is actually get value from the tool that is being provided.
17:42
[SPEAKER_02]: And so what real scout does in essence, it's it's a nurturing tool regardless of the CRM you choose to use.
17:50
[SPEAKER_02]: you know, whether it's K-B-Core, now bull trail, or whether it's follow-up boss, or clothes, or whatever it is that you're using, you connect it to real scout, and then you decide what groups you want to nurture, and that's either with listing alerts or with home valuations, and it has such an amazing search experience for the consumer, because you know if you've
18:17
[SPEAKER_02]: you know, ever send a consumer a link to a property, they get frustrated and then they go to someplace else where the experience is better.
18:26
[SPEAKER_02]: And so this combines all of that for the consumer and the the rate in which
18:33
[SPEAKER_02]: the agents that set it up, or the teams that set it up, or the brokerages that set it up, get responses for listings, for showings, for property searches, and we send back to whoever sets it up, all of the signals.
18:49
[SPEAKER_02]: So every time an agent does, every time a consumer does something, you get a notification in your CRM to either, hey, you should text them, you should call them, you should playbook, and the more sophisticated you get,
19:03
[SPEAKER_02]: the better you can convert utilizing the tool.
19:06
[SPEAKER_02]: So that's it what we do.
19:07
[SPEAKER_02]: To answer your question directly, a lot of our AI used used to be called machine learning.
19:13
[SPEAKER_02]: And so that's in our search.
19:14
[SPEAKER_02]: And so the idea is that we're trying to match.
19:18
[SPEAKER_02]: with whatever information we have about the consumer that you've connected to real scale, we're trying to match properties that they might be interested in and we're trying to use every signal that they give us how they scroll what they click on to update that experience for them so it's as close to what they want and they have a higher propensity for communicating with you the agent.
19:42
[SPEAKER_02]: So that's how we use AI.
19:44
[SPEAKER_02]: There's lots of stuff in the background.
19:46
[SPEAKER_02]: It's mostly called machine learning because that's how it works.
19:50
[SPEAKER_02]: It's like figuring out how to take random bits of information and actually give a consumer a listing that might have great light because you can do these really fantastic searches within Real Scout and you can save them and then get that information in a really beautiful seamless way on your mobile device or your desktop.
20:10
[SPEAKER_00]: Yeah, and I will attest the experience for the consumer is extraordinary.
20:15
[SPEAKER_00]: I mean, it's, and it's, like you say, it's tethered to the agent.
20:19
[SPEAKER_00]: So it's, it's, it's, it's branded to the agent.
20:22
[SPEAKER_02]: And I mean, I think that this is a credit to the team that they focused.
20:28
[SPEAKER_02]: on the customer experience, more than anything.
20:31
[SPEAKER_02]: I mean, that was the thing, they were like, how can we create an amazing experience for the customer?
20:36
[SPEAKER_02]: Yeah.
20:36
[SPEAKER_02]: They're not an all-in-one system, which is why we integrate with so many different other tools is we want to be exceptional at what we do.
20:45
[SPEAKER_01]: Yes.
20:46
[SPEAKER_02]: And we're best in class.
20:47
[SPEAKER_02]: And so if you have a whole, they call it a tech stack.
20:51
[SPEAKER_02]: Hey, you want to use this website and this CRM,
20:55
[SPEAKER_02]: and you know you need to nurture your contacts.
20:57
[SPEAKER_02]: Yeah.
20:58
[SPEAKER_02]: It's just emailing them once a month with what's happening in your neighborhood is not sufficient.
21:04
[SPEAKER_02]: You need something that is beautiful.
21:06
[SPEAKER_02]: And unfortunately, the MLS is just, they haven't been able to progress to allow their members to have that experience.
21:15
[SPEAKER_02]: So we do that for them.
21:16
[SPEAKER_02]: And we work very closely with the MLS that's across the US.
21:20
[SPEAKER_00]: It's great.
21:22
[SPEAKER_00]: And what's on the horizon in terms of AI for real scout?
21:28
[SPEAKER_02]: Well, I'll tell you what's on the horizon that's not necessarily AI, and then I'll talk about some ideas for AI.
21:34
[SPEAKER_00]: OK.
21:35
[SPEAKER_02]: So right now there's this whole, I don't know whether it's a kerfuffle or debate about exclusives or office list and list of the demo listing.
21:44
[SPEAKER_02]: So we have been doing that secretly, not secretly, but not promoting it since 2018.
21:53
[SPEAKER_02]: our first major brokerage that we did it with was Howard Hanna and we rolled out their find it first.
22:00
[SPEAKER_02]: And so we have a pretty extensive platform for office listings that allows you to
22:07
[SPEAKER_02]: If, for whatever reason, the homeowner decides they're not ready to be public, but you want to get that in office agents within the brokerage get to see it first until they're ready to be public about it, we have an amazing platform for that.
22:22
[SPEAKER_02]: So that's that thing.
22:24
[SPEAKER_02]: I'd say the AI component comes in a lot of different ways.
22:27
[SPEAKER_02]: It's making it easier for the agent to set up searches, so that's a thing that we've been
22:36
[SPEAKER_02]: What we don't want to do is roll out features that have a false positive meaning that they don't work 100% of the time and they create a negative experience for the consumer because that erodes trust.
22:52
[SPEAKER_02]: And we need to make sure that everything we do.
22:56
[SPEAKER_02]: Like you can't, I don't know if you've ever done a chat GBT prompt and you've gotten something that is just like, well, that doesn't make any sense.
23:04
[SPEAKER_00]: Exactly.
23:04
[SPEAKER_00]: Yes.
23:05
[SPEAKER_02]: We can't have that.
23:06
[SPEAKER_02]: And you've got it in, in men, there have been some tools that have been rolled out maybe prematurely.
23:12
[SPEAKER_02]: So I think we are developing, but we are testing so rigorously to make sure that whatever we roll out,
23:20
[SPEAKER_02]: is just supporting the experience of that relationship between the consumer and the agent that decides to use real scale.
23:29
[SPEAKER_00]: That's awesome.
23:30
[SPEAKER_02]: Yeah, it's really, I mean for me as a marketer,
23:34
[SPEAKER_02]: I mean, you want to market something you believe in and something that works and something that you don't have to elicit testimonials from the customer, the customer literally week it calls every week from like, oh my god, I got a new listing appointment today and I just connected real scout like that type of relationship.
23:54
[SPEAKER_01]: Yeah.
23:55
[SPEAKER_02]: That's like that's a dream for marketer because you know.
23:58
[UNKNOWN]: Yeah.
23:59
[SPEAKER_02]: convincing.
24:00
[SPEAKER_02]: You're just making it easier to discover.
24:03
[SPEAKER_00]: Yeah.
24:03
[SPEAKER_00]: Yeah.
24:03
[SPEAKER_00]: You're proving your worth.
24:05
[SPEAKER_02]: Exactly.
24:07
[SPEAKER_00]: What AI tools?
24:11
[SPEAKER_00]: What are your favorite top three favorite AI tools?
24:14
[SPEAKER_00]: It's as it relates to personal branding and yeah.
24:17
[SPEAKER_02]: So I use them for different things.
24:19
[SPEAKER_02]: So I'll do the ones that people know.
24:21
[SPEAKER_02]: If you are writing anything,
24:23
[SPEAKER_02]: Clawed at the moment seems to have the best models for writing.
24:29
[SPEAKER_02]: I use the Clawed Pro.
24:30
[SPEAKER_02]: I'll explain some basic ways to do it.
24:33
[SPEAKER_02]: You probably want to use projects which is a feature within Clawed.
24:38
[SPEAKER_02]: They also have it in chatchipt, but think of it like a a closed folder that you can add context to what you're going to write.
24:48
[SPEAKER_02]: So as an example,
24:49
[SPEAKER_02]: Let's say you're going to write my wife's an acupuncturist and we do a lot of writing.
24:56
[SPEAKER_02]: I help her with writing.
24:58
[SPEAKER_02]: She's had a blog for 15 years and so let's say we wanted to write a new blog post.
25:04
[SPEAKER_02]: I have a project where I've uploaded every blog post she ever wrote.
25:08
[SPEAKER_02]: into that project.
25:09
[SPEAKER_02]: So that's the context.
25:11
[SPEAKER_02]: It understands who she is.
25:13
[SPEAKER_02]: We also created a document together about who our her ideal customer avatar is and who it isn't.
25:22
[SPEAKER_02]: So who are we writing for?
25:23
[SPEAKER_02]: What's important when we are writing to communicate to him?
25:27
[SPEAKER_02]: We've also uploaded a style guide.
25:31
[SPEAKER_02]: What words do we like to use?
25:32
[SPEAKER_02]: We don't want them to complicated.
25:34
[SPEAKER_02]: We don't want to un-overcomplicate things.
25:36
[SPEAKER_02]: We want to talk like she's talking to a friend.
25:39
[SPEAKER_02]: Yes.
25:39
[SPEAKER_02]: That's the thing we do.
25:41
[SPEAKER_02]: And then within that project, we will do a prompt based upon some information that she has put together.
25:48
[SPEAKER_02]: So it could be she's handwritten a document or
25:52
[SPEAKER_02]: This is her favorite, she will transcribe voice notes.
25:57
[SPEAKER_02]: So she'll just talk into her phone for a minute, two minutes, five minutes, about a topic.
26:03
[SPEAKER_02]: She'll send me the transcript.
26:05
[SPEAKER_02]: We add it as the prompt for this new thing and it will write it.
26:09
[SPEAKER_02]: So writing, cloud is the best tool that I have found.
26:14
[SPEAKER_02]: And if you Google that, hey, what's the best writing tool?
26:16
[SPEAKER_02]: It will come up over and over and over again, as a great writing tool.
26:20
[SPEAKER_02]: Now, I use chatchBT for deep research items.
26:25
[SPEAKER_02]: So as an example,
26:28
[SPEAKER_02]: We don't use a social scheduler for our social posts, but I want to.
26:34
[SPEAKER_02]: And so I asked chat, T-P-T to do deep research.
26:38
[SPEAKER_02]: I told them the team size, the platforms we're looking to use, the format, the content that we're looking to do, that we need approvals, like all the stuff that's part of my criteria for choosing this piece of software.
26:52
[SPEAKER_02]: And then I asked Chenchy BT to do a full summary of the pros and cons, how it connects.
27:00
[SPEAKER_02]: It's pricing comparative to another product, and it gave me the most detailed overview of how to think about this product, and also where it's weaknesses in the way that I want to use it.
27:13
[SPEAKER_02]: So then before even logging on to the software,
27:18
[SPEAKER_02]: I can decide whether this is for me and our team is actually going to talk about this probably tomorrow.
27:25
[SPEAKER_02]: But we'll have a document.
27:27
[SPEAKER_02]: We did not have to spend our time putting together that document while spending our time deciding whether this is appropriate for us.
27:35
[SPEAKER_01]: Yes.
27:36
[SPEAKER_02]: Chad Chibiti is great for that.
27:38
[SPEAKER_02]: I use Proplexity like Google.
27:41
[SPEAKER_02]: So an example, I might, when I'm traveling, I'm like, hey, I just went to Atlanta this past weekend for a family event.
27:49
[SPEAKER_02]: And I was looking for a Persian restaurant.
27:52
[SPEAKER_02]: This is a huge Persian population there.
27:54
[SPEAKER_02]: And I basically said, hey, I'm going to be in this area, I told it the area.
27:59
[SPEAKER_02]: And I said, I'm looking for the best Persian restaurant with the highest reviews.
28:04
[SPEAKER_02]: And I don't want to go more than 15 minutes from the hotel where I'm staying.
28:10
[SPEAKER_02]: and it put together an itinerary for me of places that I could go.
28:16
[SPEAKER_02]: God.
28:17
[SPEAKER_02]: So that's how I use those three.
28:19
[SPEAKER_02]: I'm also used notebook LM, the Gemini platform, which is also very good.
28:24
[SPEAKER_02]: It does projects in a different way.
28:27
[SPEAKER_02]: I'll say that I find that it's writing is a little cold in my opinion.
28:34
[SPEAKER_02]: It's a little too wordy for me, so I don't use it as a creative writer, but it is excellent for research.
28:41
[SPEAKER_02]: So that's
28:43
[SPEAKER_02]: personal branding, those are the tools that I would say are fantastic.
28:46
[SPEAKER_02]: I'll say one last thing, imagery is getting there.
28:49
[SPEAKER_01]: Yes.
28:51
[SPEAKER_02]: It's getting there.
28:52
[SPEAKER_02]: The challenges trying to have any of the AI tools create human imagery.
29:00
[SPEAKER_02]: It just looks weird.
29:02
[SPEAKER_02]: If you use it for homes.
29:05
[SPEAKER_02]: Be careful because it will use like European architecture in your image and you're like it's sort of looks like where I live, but there's something wrong there and so I would say don't use it yet.
29:18
[SPEAKER_02]: it's not great for imagery.
29:20
[SPEAKER_02]: It's great for diagrams and things like that because you don't you're not pretending that it's a really great image of you Christine with a beach behind you.
29:29
[SPEAKER_02]: Right.
29:30
[SPEAKER_02]: You don't want to be presented.
29:31
[SPEAKER_02]: You don't want to have anyone think that you're trying to pull someone something over on them and so I would say avoid the imagery for now.
29:40
[UNKNOWN]: Okay.
29:40
[SPEAKER_00]: Great.
29:40
[SPEAKER_00]: It is getting better, though, I agree.
29:42
[SPEAKER_00]: He's getting better.
29:43
[SPEAKER_02]: I love it, but I'm not willing to publish anything with any of the image.
29:47
[SPEAKER_00]: I totally agree.
29:48
[SPEAKER_00]: Yeah.
29:50
[SPEAKER_00]: Okay.
29:51
[SPEAKER_00]: Let's do a little rapid fire.
29:52
[SPEAKER_02]: Yeah, please.
29:53
[SPEAKER_00]: One AI myth you're tired of hearing.
29:58
[SPEAKER_02]: I'd say the biggest one is that it doesn't work and that it's fake.
30:05
[SPEAKER_02]: And I get that a lot with from executives.
30:09
[SPEAKER_02]: Like, hey, we don't want AI helping to write things, because I'm a better writer, and I know what's right.
30:20
[SPEAKER_02]: And my answer to that is, okay, if you hired an executive assistant,
30:25
[SPEAKER_02]: to help you write a press release or pick a thing that's really important to you.
30:30
[SPEAKER_02]: When you review it and provide feedback, AIs the same way.
30:35
[SPEAKER_02]: You review it.
30:36
[SPEAKER_02]: You read it like your executive assistant wrote it and you're like, no, we're not sending this email.
30:42
[SPEAKER_02]: I'd like to change these things, change them.
30:46
[UNKNOWN]: Yeah.
30:46
[SPEAKER_02]: And then you can also reprompt again.
30:48
[SPEAKER_02]: You can go, hey, I didn't like this, reprompt it.
30:50
[SPEAKER_02]: I didn't like this, reprompt it.
30:52
[SPEAKER_02]: Oh, I love this, this style.
30:54
[SPEAKER_02]: Like you're, you're training a tool, just like you would train someone who works with you.
30:59
[SPEAKER_02]: So that's one of the biggest myths that I'd say, I'm tired of.
31:04
[SPEAKER_00]: Yeah, and I think that's fear, fear coming in, you know?
31:07
[SPEAKER_02]: And we all live with fear.
31:09
[SPEAKER_00]: And we don't, you know, people don't like change.
31:12
[SPEAKER_00]: The most underrated personal branding move and agent can make.
31:18
[SPEAKER_02]: Um, I would say, even though there it might be sold or banned, I would say picking a platform that has
31:28
[SPEAKER_02]: the highest possibility of going viral and committing to it even though it seems like your customer base may not be on it.
31:35
[SPEAKER_02]: So an example would be, if I were directing people today, I would say post on TikTok and post on LinkedIn.
31:44
[SPEAKER_02]: Because right now, both of those platforms, you don't know if what you post tomorrow is going to have 200 views or 200,000 views.
31:55
[SPEAKER_02]: Yeah, we can't tell.
31:56
[SPEAKER_02]: And the same thing is happening on LinkedIn.
31:58
[SPEAKER_00]: Yes, it is.
31:59
[SPEAKER_02]: It's necessarily happening on Instagram.
32:01
[SPEAKER_02]: It's not, well, there's a little more going on on Facebook right now because it's trying to revitalize itself.
32:07
[SPEAKER_02]: But it would say picking a platform that seems
32:14
[SPEAKER_02]: and diving head in, that is an underrated tactic.
32:18
[SPEAKER_02]: And because if you think back, the folks who started, whenever these platforms came, the folks who started early basically have an unfair advantage because the platform is going, well, we need to make someone's successful.
32:31
[SPEAKER_02]: You only once hear, let's promote your stuff.
32:36
[SPEAKER_02]: That's a tactic that has worked time and time again.
32:40
[SPEAKER_00]: Most exciting AI experiment you've tried recently.
32:44
[SPEAKER_00]: Is it the gardening?
32:46
[SPEAKER_02]: But that one's fun.
32:48
[SPEAKER_00]: It's important.
32:49
[SPEAKER_02]: I'd say in a more complicated one, I do a lot with what I call process automation, which is Imagine, so let's go back to the blog post thing.
33:01
[SPEAKER_02]: Imagine you have this project, but you've set everything up.
33:07
[SPEAKER_02]: What you want first is you wanted to give you an outline.
33:10
[SPEAKER_02]: and then you want to review that outline and give it back.
33:12
[SPEAKER_02]: And then you want to create the post and then you want to review that and give it back.
33:16
[SPEAKER_02]: But then you want to create a social post on that and you want to review that and give it back.
33:20
[SPEAKER_02]: So what I've been playing with is stitching those together.
33:23
[SPEAKER_02]: So they are a workflow and it presents me my next thing to review without me who reprompt it.
33:31
[SPEAKER_02]: And so that's very complicated.
33:32
[SPEAKER_02]: I wouldn't suggest an individual trying to do that yet, but that's sort of what an agent is.
33:39
[SPEAKER_02]: can connect tasks with resources, so what have you, and instructions.
33:48
[SPEAKER_02]: and those instructions change over the course of what you're trying to do with it.
33:53
[SPEAKER_02]: And so that to me is super exciting.
33:56
[SPEAKER_02]: I think it's sort of the future.
33:57
[SPEAKER_02]: I mean, some software companies are packaging that as a thing that they're offering.
34:03
[SPEAKER_02]: Yeah.
34:04
[SPEAKER_02]: In a year, you'll be able to stitch those things together yourself without too much trouble.
34:09
[SPEAKER_00]: Oh yeah, it's amazing.
34:10
[SPEAKER_02]: Yeah, very exciting.
34:12
[SPEAKER_00]: Your go-to productivity app doesn't need to be AI.
34:16
[SPEAKER_02]: Yeah, so I use a to-do app that I love.
34:21
[SPEAKER_02]: It's called to-do-est.
34:24
[SPEAKER_02]: Okay.
34:24
[SPEAKER_02]: I live and die by it.
34:26
[SPEAKER_02]: It's where I put regardless of what we're doing at work.
34:29
[SPEAKER_02]: It's where I put my priorities.
34:32
[SPEAKER_02]: in this.
34:34
[SPEAKER_02]: It's can be collaborative so you could have a team.
34:37
[SPEAKER_02]: I have it with my wife, but we separate things, but there are things that we need to work on together.
34:44
[SPEAKER_02]: I find it amazing.
34:45
[SPEAKER_02]: It's just a great tool.
34:46
[SPEAKER_02]: There are other ones out there, but I think it's the number one rated to do app on the app store.
34:52
[SPEAKER_02]: I've used it for a very long time before that I used Omnifocus, which is
34:59
[SPEAKER_02]: GT, they do getting things done from a decade ago.
35:04
[SPEAKER_02]: Well, that's based upon that.
35:06
[SPEAKER_02]: It was it became a little cumbersome.
35:10
[SPEAKER_02]: This one is just super streamlined.
35:11
[SPEAKER_02]: I love it.
35:12
[SPEAKER_00]: Awesome.
35:13
[SPEAKER_00]: As we begin to wrap up, what are three things you would like to leave our community with today?
35:18
[SPEAKER_02]: Yeah, I mean, fear is
35:22
[SPEAKER_02]: Just the thing we live with, right?
35:24
[SPEAKER_02]: The world is and has always been a place of much tumult.
35:32
[SPEAKER_02]: So you may look at the current state of the world and go, oh my God, it's going to hell on a hand basket.
35:38
[SPEAKER_02]: But that's always been the case.
35:40
[SPEAKER_02]: If you like reading history, you can see that over thousands of years, we've had all kinds of change and conflict and things that you would not agree with, no matter what your perspective is, there's been things like that.
35:56
[SPEAKER_02]: And I'd say finding a way
36:00
[SPEAKER_02]: to calm yourself so you can carry on in a day-to-day basis is number one.
36:05
[SPEAKER_02]: So whatever that is, whether that's meditation or walking or relaxation, like whatever you do to get peace and center yourself so you can wake up the next day and move forward, that'd be thing number two.
36:18
[SPEAKER_02]: I think number one.
36:18
[SPEAKER_02]: Thing number two, I find that setting goals
36:22
[SPEAKER_02]: Manifesting is really powerful.
36:25
[SPEAKER_02]: There's a lot of new science that supports that the synapses change.
36:31
[SPEAKER_02]: When you focus on what you want to happen as opposed to focusing on what you fear might happen.
36:38
[SPEAKER_00]: Yes.
36:39
[SPEAKER_02]: Does that make sense?
36:41
[SPEAKER_00]: Oh, yeah.
36:42
[SPEAKER_02]: And then lastly, within that, which is related to number two, is you really want to utilize the tools around you.
36:51
[SPEAKER_02]: to help what you want to manifest come to fruition.
36:55
[SPEAKER_00]: Yes.
36:56
[SPEAKER_02]: There's this idea that you can manifest.
37:00
[SPEAKER_02]: without actually doing the work.
37:02
[SPEAKER_02]: I don't believe in that.
37:02
[SPEAKER_02]: I believe that hard work is necessary.
37:04
[SPEAKER_02]: Now sometimes it can be easier.
37:06
[SPEAKER_02]: It can also be fun, like all of those things, but you gotta put in the work.
37:10
[SPEAKER_02]: You gotta tilt the soil.
37:12
[SPEAKER_02]: You gotta do all of the stuff to nurture your dreams to make that happen.
37:17
[SPEAKER_02]: So those are the top three things.
37:19
[SPEAKER_00]: I love that.
37:20
[SPEAKER_00]: You have to do all of the things to nurture your dreams.
37:23
[SPEAKER_02]: If you do, you do, you have to.
37:24
[SPEAKER_00]: So important.
37:26
[SPEAKER_00]: I love that.
37:27
[SPEAKER_00]: All right, so finish the sentence.
37:29
[SPEAKER_02]: Yes.
37:30
[SPEAKER_02]: No like trust is the thing that I live by and to me, it's the most important thing and I've come in waves over this.
37:44
[SPEAKER_02]: I four kids.
37:46
[SPEAKER_02]: And oftentimes, they need to make hard decisions.
37:50
[SPEAKER_02]: And the thing that I always tell them is that your word is everything.
37:58
[SPEAKER_02]: In a world where everything you see on social could be manufactured,
38:03
[SPEAKER_02]: Your friends might do something bad towards you or lie towards you.
38:07
[SPEAKER_02]: Your family may not treat you the way you want.
38:09
[SPEAKER_02]: Like all of those things happen.
38:10
[SPEAKER_02]: But your word is the only thing that you can control.
38:14
[SPEAKER_02]: Yeah.
38:15
[SPEAKER_02]: To me, no like trust is just about being true to yourself.
38:21
[SPEAKER_02]: And arbitrarily deciding that your word means something.
38:24
[SPEAKER_02]: And then living that as the truth.
38:28
[SPEAKER_00]: I love it.
38:29
[SPEAKER_00]: Seth, where can people find you?
38:31
[SPEAKER_02]: Well, right now, I think the best place is to find me on LinkedIn.
38:36
[SPEAKER_02]: I have before taking this job, I took sort of social hiatus for quite a few years, which was really magical.
38:45
[SPEAKER_02]: I'm in the process of easing back into creating content.
38:49
[SPEAKER_02]: I had created the brand that I wanted, I had created the business that I wanted, and it still serves me, but now I have a new purpose because I think people need to
38:59
[SPEAKER_02]: I think there's something I can help teach people and so I'm excited to be back on and and certainly you can find us at realscout.com like that's what you is to find what we do.
39:09
[SPEAKER_00]: Well, we're so happy that you're back and you're creating content and I watch you.
39:14
[SPEAKER_00]: I'm LinkedIn all the time.
39:15
[SPEAKER_00]: You
39:17
[SPEAKER_00]: You really post very thoughtful, challenging things that really make you think.
39:25
[SPEAKER_00]: And so I really love that.
39:28
[SPEAKER_00]: I really love that.
39:29
[SPEAKER_00]: Yeah.
39:31
[SPEAKER_00]: Um, thank you so much for being here.
39:33
[SPEAKER_00]: And thank you all for joining us.
39:36
[SPEAKER_00]: If you are watching us on YouTube, make sure to click that subscribe.
39:40
[SPEAKER_00]: But so you can know anytime we have a new podcast being published, um, if you're listening to us on Apple Spotify or wherever you listen to your podcast, make sure to click that five stars or leave us a review that really helps us so much.
39:55
[SPEAKER_00]: And until next time, I hope you all have a really wonderful day.
39:58
[SPEAKER_00]: Thanks again, everyone.
39:59
[SPEAKER_00]: Ciao.
40:03
[SPEAKER_00]: Hey everyone, thanks so much for tuning in.
40:05
[SPEAKER_00]: I highly encourage you to follow Seth on LinkedIn, and you can learn more about realscout at realscout.com.
40:11
[SPEAKER_00]: And if you want to make sure you never miss another episode of the No Like Trust for Real Estate podcast, you can sign up for our weekly newsletter, The Sunbeam.
40:18
[SPEAKER_00]: Go to postembeamcreative.com and sign up.
40:21
[SPEAKER_00]: Or if you're interested in working with me, I'd love to hear from you.
40:23
[SPEAKER_00]: Email me at Christine at postembeamcreative.com.
40:27
[SPEAKER_00]: Thanks again for tuning in, and I'll see you next time.