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Mastering AI for Real Estate and Marketing · Mortgage Marketing Radio

0:00
Hey, it's Jeff Zimffer, host of the Bargage Marketing Radio podcast.
0:14
If you're new here, thanks for checking us out.
0:16
Hope you enjoy the content and episodes and whether you're new or you've been listening
0:21
for a while.
0:22
If you feel so compelled, you're getting value from these conversations.
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We sure would appreciate you leaving us a review.
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It helps us reach more people on the podcast networks.
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There's a link in the show notes here where it says, enjoying the podcast, leave us a review.
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I'd be grateful for that.
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By the way, when you leave me a review, then go over to Instagram and DM me.
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Instagram might link will be in the show notes as well, but it's my name, Jeff Zimffer.
0:45
Just let me know that you left me a review and there'll be a special gift of appreciation
0:49
in there for you.
0:51
Okay, so before we get into my special guest this week, I've got to share another win of
0:57
the week.
0:58
Come idea from our members at my agent classes, our community of mortgage professionals around
1:02
the country where we help them lead with an educational platform that makes them 15
1:08
mile famous, no co-calling, no chasing, they attract agents, they build a platform of
1:12
content and education in their local market that helps move them from being seen as a
1:16
solicitor and vendor to becoming a partner and appear.
1:19
They're accelerating their conversations at scale, they're adding value, they're building
1:24
trust with real estate agents at scale and they're getting referrals at scale as well.
1:29
Here's an example, Liz Reese, longtime member, what's up Liz, Liz has 50 plus people registered
1:34
for an upcoming online class she's doing called lead conversion, I forget the actual title
1:40
of the class, but that's what it's about is helping agents with lead conversion.
1:44
She's teaching it at a realtor association meeting tomorrow, which means most of the
1:48
agents are people Liz does not know.
1:53
Part of your success with getting agent referrals is it's like talking to the right agents
1:58
and but also it's sometimes you're not talking to enough agents.
2:02
Most people, most originators I talk to have their bus is almost empty, their bus of real
2:07
estate agents is almost empty and they need to get more agents on the bus.
2:12
How do you do that?
2:13
Well, there's a hundred different ways.
2:14
Frankly, I've tried them all, did them all in the originator and we have enough success
2:19
stories, I have enough interviews with top producers to know that events in classes
2:23
are the way to go if you want to scale your reach, add more value, build a personal
2:28
brand that attacks versus chases and you get conversations at scale.
2:32
Remember, conversations leads to contracts, that's right.
2:35
This program and platform is not for everybody, if you're a mortgage originator and you've
2:39
been in the business for at least three years, you're doing at least three or more loans
2:43
per month on average, you're coachable, you're teachable, you're willing to do the work
2:47
and follow a proven plan and participate in a community, this might be for you.
2:52
You can learn more by going over to mortgagemarketing.pro, the schedule will call with me, we'll
2:56
have a cool chill conversation, we'll see if we're fit for each other.
2:59
If we are great, if we're not, that's great too, I'll still like you and I'll still send
3:03
you a Christmas card, mortgagemarketing.pro go check it out.
3:08
This week my special guest, becoming a fast fan and friends with my guest this week and
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it's all about AI and it's probably the best meaningful conversation I've had around
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AI in a while.
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That's because this gentleman knows what he's talking about, Jonathan Mast is an AI consultant
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and coach helping businesses and organizations leverage AI for growth.
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If you know anything about AI, right, whether it's GPT, Gemini, Claude, even a new one,
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you may not have heard of complexity, right, we're going to talk about perplexity.
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A lot of your success with AI using it is prompting, like training it, right, giving it proper
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instructions.
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Think of AI like your digital assistant, you need to train your assistant, right?
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Well, AI is no different than that and I've been spending some time with Jonathan in his
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private Facebook group, which by the way, he has over 175,000 members in this AI chat
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GPT prompts group.
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There's a link in the show notes.
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If you want to learn more, go check it out.
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I definitely encourage you to do so because he has shortened my learning curve, leveled
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up my knowledge and increased the quality of my output and using AI tools like nobody
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I've come across yet.
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And so he has my highest endorsement, I think, for cutting through the noise in the BS that
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exists out there about AI and actually giving you real meaningful, usable tactics, tools
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and strategies for you to start integrating this into the various aspects of your business
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which can really make an impact in so many different ways as you know.
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I think you'll hear more ideas when you listen to this episode of how really can you start
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using the various AI tools in your business to gain more efficiencies, more success,
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more sales, you know, all the above.
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So make sure you check out all the links we're going to Jonathan and the show notes.
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There's a link over to his link tree, which has a link to all his resources as well.
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So again, if you like this episode, please leave us a review per the link in the show notes.
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So let's get into this week's special guest.
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Let's do it.
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Jonathan, welcome to the show.
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Well, thank you for inviting me.
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I'm excited to be here, Jeff, and have a conversation.
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I am as well.
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And this is a very important and timely conversation.
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But before we get into it, what would you like to share with the listeners who may not
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know who Jonathan asked is, what do you want to tell him about what you do, all that?
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Well, nothing that exciting.
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I'm just another average guy, but I happen to be really passionate about AI.
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And part of that becomes, becomes because I've got ADD.
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And that means that I constantly get caught with bright shiny objects and we're going,
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oh, what's that?
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Oh, what's that?
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And AI lets me do things faster.
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And when I can do things faster, there's more that gets done between those squirrels that
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show up in my life.
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And that means I get a lot more done.
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And that makes me more productive and I can add more value.
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So all the way around, I just, I love it.
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And after having spent about 16 years in the digital marketing business, I decided that,
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well, I still do a lot of digital marketing with AI.
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What I really decided is I want to really help educate people because there's so many
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fear mongers out there about AI is evil.
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It's going to take our jobs.
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It's going to do this.
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Oh, my goodness.
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End of the world is coming.
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It's terminator all over.
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No, it's not.
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There's so much opportunity.
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And I'm really trying to be that positive voice talking about practical, simple things that
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we can all do, whether we're business owners, whether we're employees, or whether we're
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retired, or even students.
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I just finished a podcast earlier today talking to a bunch of teachers about how their students
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can be using that.
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So my goal is to help people figure out how easy AI is to use and how it can make our
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lives better.
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Okay.
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Thank you for that.
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I'm writing down a couple of notes, teachers and students.
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I want to come back to that because I have some questions to get your take on that.
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I'm looking at your LinkedIn bio and it says AI consultant and coach helping businesses
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and organizations leverage artificial intelligence for growth.
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How do you feel?
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I think you and I mentioned this before, perhaps.
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How does anybody become a AI consultant or coach or dare I say self-described expert?
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Because this face is like so new.
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So I just want to unpack this first because I know you see a lot of people selling stuff,
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courses, whatever, you know, I saw one.
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I saw one believe it or not was an AI certified real estate agent and I was like, what the hell
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is that?
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Right?
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So what's your general take at least early stages of this, you know, where this need,
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we need to get through this phase?
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Yeah.
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We're in the wild west right now and that means anybody can put a shingle out and say
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I'm an expert at AI stuff and it's hard in many cases to validate whether they are not.
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Here's the good news.
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The people that really are good at it, it's really easy to see what they're doing and
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you'll see they have tons of content out there.
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They've got Facebook groups like I have, they've got programs they're offering, whatever
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that makes sense.
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They've got tons of testimonials.
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If they're legit, they're going to be very easy to prove.
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If they're not legit and unfortunately I see a lot of that, you know, I've got a large
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Facebook group, Jeff, we've got about 175,000 entrepreneurs in there almost daily.
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I get somebody saying, I want to be an AI consultant, what prompts what I use to help me
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do that?
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I'm like, if you don't know how to prompt AI, you're not, you can't be a coach and consultant.
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So I mean, it happens all the time.
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It is, it is like any other discipline.
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If you want to be good at it, you need to immerse yourself in it.
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There are not really any credible certifications available at this moment that I'm aware
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of.
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There may be one I'm not.
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But we see two things.
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We see experts out there and I will be a self-proclaimed one, I guess.
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There are, I've friends that are also in peers that are great at it that are really good
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at what they do.
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We can all say we're certified.
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I've even taken some certification courses.
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They don't really mean anything because the certification bodies aren't, I'm not going
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to say they're bad, but they're not legit.
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It's not a university.
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It's not something.
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On the other hand, we've got the universities and stuff that are trying to do these certification
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courses, but with all due respect to higher education, it's a money grab.
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They aren't, they're teaching things that are already a year old.
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And in the field of AI, a year old is like when I was 18 and I'm 55 now.
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So you know, there, it's, it's, it's another generation away.
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But higher education isn't realizing that.
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So if I can go get something from an accredited institution, whatever I've learned is probably
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very hypothetical and very old.
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Okay.
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So it's, it's a tough spot to be in.
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If you want to be an expert, start prompting and immerse yourself in the technology.
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I've literally written tens of thousands of prompts.
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And that's why it's one of the things I do now for a living when people go, how do I get
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AI to do this?
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Well, here, let me show you because I've, I've failed as Thomas said is and said a whole
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lot of times.
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Yes.
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Yeah.
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I think that's a good description.
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And I was going to ask you what makes somebody great at AI.
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I think that's one aspect of it is, you know, prompt the hell.
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Like you said, tens of thousands of prompts is one.
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So, so that, and by the way, why does that, how does that help you get better at understanding
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AI?
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I'm going to say it's the same reason that let's say I'm in any position that involves
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communicating with coworkers.
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The first day on a job, that is the hardest thing to do because I don't know anybody.
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I don't know who they are.
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I don't know how to communicate with them well.
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I don't know what their buttons are.
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It's very difficult.
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But after I've been on a job for three years, I don't have to even think about it.
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It comes natural.
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I know who Jeff is.
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I know who everybody is.
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I know their buttons.
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I know who your wife is.
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I know anything that comes up, your family, whatever, I can do because I know it all.
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Yeah.
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And that's happened because we've communicated a lot over the last couple of years.
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And we can expedite that with AI because really when we talk about AI, what we're doing,
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they call it prompting, but it's really just communicating often compared to texting.
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If you've texted your family or friends or coworkers today, it's the same thing we do
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with AI.
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We communicate with it.
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But we need to practice that.
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Just like a public speaker, the first time you get up and do public speaking, maybe a
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better example is video.
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You and I both know and love a lot of people that do video marketing.
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That first video that you do, it sucks every time, not just for some of us, it sucks for
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all of us all the time, the first one.
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But if we do 100 of them, guess what?
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It's where a lot better and that's like anything.
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I just think we need to use it in our daily lives and that helps us become proficient at
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it.
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Do you like the description of AI?
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Let's just take, most of my time's been on chat, GPT and Gemini.
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And I know we're going to talk about some other ones that most people, including myself,
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aren't that familiar with.
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But are you comfortable with the term digital assistant for AI?
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Yeah.
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I am.
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Okay.
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I think that's a pretty good, pretty good description.
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Yeah, and it's like just the example you just gave of, you know, you're essentially having
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a relationship with AI.
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I think that's the first, perhaps, shift people need to consider is because they've been
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approaching it too much as in, you know, garbage and garbage, like I'm just going to give
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it a basic input.
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And I'm like, it's going to be wildly intelligent and know everything on, you know what I mean?
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Like that's, do you find that part of the biggest frustration, it's funny, I asked this
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in a presentation I did last week.
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And I'm like, you know, how many, 75 people in the room?
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How many people here use AI, right?
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Various hands.
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How many people are frustrated with the output?
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Very few hands, what up.
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And I'm like, I know you're all lying right now, okay?
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Exactly.
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Because isn't the place people need to start at is getting better at the prompting or conversation?
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Yeah.
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It's no different than, you know, if you're in a relationship with anybody, when I,
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when I first met my wife, that first date, you know, I put on a good facade that I thought
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I knew how to talk, but I didn't.
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We've now been married for 21, 22 years and we can communicate much, much better than
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we did 20 years ago when we met.
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And that's just because we've got more experience with it, you know, it's, it's nothing different.
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We, yes, we may have changed, but it's really about that experience and knowing how to do
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it and it's having that experience.
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Hmm.
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And I have to say, and we're going to link everything up in the show notes to your Facebook
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group, which is, I've learned, I've learned, I think, more in just a few weeks that I've
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been exposed to you and your Facebook group and the content that goes through there.
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Then I have in a year of using AI.
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So we're going to link that up.
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It's AI chat, GPT prompts for entrepreneurs.
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It's Facebook group.
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It's massive.
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It's awesome.
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I was already able to swipe a bunch of useful prompts that saved me tons of time.
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Awesome.
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So back to your point about, like, you know, how do you know somebody's good at it?
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Because you're prolific.
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And I think that's the word I think of with you is your prolific.
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That's a great one.
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Yeah.
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And you're also, you're sharing, like, you're not doing the, you know, remember what, what
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was it?
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AI PRM?
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Am I saying that right?
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Yeah.
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Yeah.
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I remember that plugin.
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Yeah.
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It's still there.
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I haven't used it in over a year.
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But yeah, as soon as they went to a paid model.
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Right.
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Not that I'm not paying.
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I pay for a lot of AI models.
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But I didn't find it had enough value for me to pay for and that's something we could
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talk about.
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So I'm not a big proponent of having these lists of prompts because by the time I find
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the prompt, I want to use and then change that prompt to fit what I wanted or realize
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it wasn't what I wanted.
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So go back and try to find another one.
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I could have just used a framework and I could have written a great prompt in 30 seconds.
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Mm hmm.
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And I'd rather do that.
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Yeah.
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That's the key thing we want to talk about because I know you're big on frameworks, right?
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I am.
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I am very big on those.
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And I want to let's start this in perhaps sequential order because most of the people listening
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to this have had probably a toe in the water experience with AI so far.
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Most of it's probably actually BT or Gemini maybe.
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I got a few outlier friends who are using Claude, you know, perplexity is one I only heard
15:01
about for you.
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So I'm going to make a couple of notes here for myself.
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We'll definitely cover all of this.
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But let's say I'm so my audience is mortgage originators and some real estate agents.
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And of course they're trying to figure out how do I start using this to save time, have
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some efficiencies, be more consistent in my content output.
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Any low hanging fruit you want to go to first there.
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First and foremost in both of those you guys, everybody needs more customers.
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And the best way in my mind to get customers in either of those you have to build trust.
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I'm not hiring you as a real estate agent or as a loan and originator for me if I don't
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trust you.
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And so I need to trust you.
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The best way to do that is for you to create content that answers my questions.
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So if I'm a realtor, you I can go to Google and I can find 100 questions that every
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homeowner is asking about realtor about real estate sales.
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If I'm a loan originator, I can do the same exact things, not a big deal.
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Answer every one of those questions, do a short form video, do a social media post and
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let AI help you do that.
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If you're not comfortable on camera, you don't know what to write.
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No problem.
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So literally go to AI, we can train chat GPT using custom instructions about who you are,
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what your role is, what your name is, how to get a hold of you, all that.
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And we can say, you know, so one of the most important questions maybe as a real estate
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agent I get is, you know, should I stage my home or not stage my home?
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I don't know if that's the one or not.
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I'm just picking that up.
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Well, guess what?
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I can now go to chat GPT and say, I want to write an engaging and viral social media
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post about staging your home and the importance of it.
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And here are the three things that I want that I believe as a real estate agent and I
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want to express to my audience, go and it's going to go ahead and write it, depending
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on the date it has, it's going to write a good post, we're going to go back and forth
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a little bit.
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But in five minutes, I'm going to have an amazing social media post that I can say great.
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Now I also want to do a short form video, you know, like an Instagram reel or TikTok
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or something like that.
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Write me a voice only video script to the same topic, boom, 12 seconds later, I've got
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that voice script.
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Grab my phone, looking forward to where it is, there it is, grab my phone, upload that
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transcript to my phone.
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And now I hold my phone out in front of me and I go, if you ever wondered whether you need
17:13
to be staging your home or not and I answer that question and I post that on social media,
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I post that on YouTube, I post that on TikTok, I post that everywhere that's available.
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And when you do that, you don't have to spend a penny.
17:27
Because you do that once a day for 90 days, you will be so far ahead of your competition
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because nobody else is willing to give it that consistency.
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And the key is, you can use AI to do, don't use AI to create the video, you can, you
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do the video, but use AI to create the script, use AI to write the social media post.
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And now that's literally including recording the video, using something like cap cutter
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caption on my phone to edit it, post it and everything else, that's 20 minutes a day.
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If that generates you and makes you the best known real estate agent in your area after
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90 days, would you invest 20 minutes a day for 90 days to do it?
18:06
I would.
18:07
Yeah.
18:08
Okay, I love that.
18:10
Let's go a little bit deeper.
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How about the common or frequent objection and I've seen this as well is, you know, it
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doesn't sound like me.
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It's using the same unlock, unleash, write-als, AI type, how do we not have it sound like
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a robot?
18:30
I know this is, you know, probably another softball for you, but yeah, what's your answer
18:33
to that?
18:34
All right.
18:35
Well, great question.
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And it's actually when I answered with the teachers because when I was talking to the
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teachers earlier today, like I mentioned, they're all like, but we can always tell on
18:42
I'm like, you give me a topic and give me 20 minutes.
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I will write an essay that you can't tell was written by Chad GPT and they're like,
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how?
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And I'm like, I simply trained it and I know what things to ask it.
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And so you train the models and the easiest way to do it, Jeff, is just go out and go to
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a site called 16personalities.com, take their personality test.
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It's going to give you, it's a Myers-Briggs test.
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It's going to give you four letters at the end that you are such and such.
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I happen to be what's called an ENTP.
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Now when I have AI write for me, I just say right from the perspective of an ENTP or even
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simpler, I'm an ENTP at the end.
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It has libraries of information about what that personality type is.
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And based upon that, it will create content that reflects my tone and style.
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And it's just hugely, hugely valuable.
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There's a lot more we can dig into than that.
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But that's the simple, that'll give you 80% of the way there in 10 minutes.
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Just go take that test, use that code and it will now sound, your wife might know it's
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not you, but nobody else is going to know it's not you.
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How do you like that compared to, you know, back to training the GPT, such as uploading
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transcripts of previous content or things like that?
20:00
That's better, the more time you can take, but I do both in conjunction.
20:03
So, you know, if you've got like podcasts like this that we've got, if I take my transcript
20:08
and I would upload that as a document and say, hey, here's Jonathan speaking, it will
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learn based upon that.
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But even there, I'm going to ask it to analyze that transcript, I'm to ask it to analyze
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that blog post, my social post, whatever I'm uploading so that it gets my tone and style.
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The other thing we can do is, you know, if you're out there and, you know, if you look
20:29
behind me, I've got a bunch of books.
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If I pick one of those authors of those books and say, I want to write in their style, it
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will do so.
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And it will sound much less like AI as a result of that.
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The last part's really simple.
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You can't just copy and paste.
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You've got to proofread because it uses words like delve and other things like that.
20:49
I can't even think of right now that despite our best efforts and even though I use some
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of those words, we don't want to use those who are writing content anymore because it's
20:57
now become an AI flag.
20:58
Right.
20:59
Yeah.
21:00
And it's becoming more apparent when people are just cutting and pasting AI content because
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you can see those same words repeated over and over again.
21:07
Yeah.
21:08
Unlocked.
21:09
I mean, the two big ones I see is unlock, discover, you know, even though I know those are like
21:12
copywriting 101 good words to use, which by the way, I'll keep, let's geek out here
21:17
for a second.
21:18
I've definitely done and used the author thing multiple times, like I've used, you know,
21:24
the best copywriters, John Capel's David Oglevy, Gary Halbert, right, and I'm asking
21:28
it to pull from that to give and give me different examples of headlines and copy on each
21:32
of those.
21:33
Absolutely.
21:34
And then what I do is I say, okay, combine the best of all three, right, now to give
21:39
me that output.
21:40
So that's a cool little tip.
21:42
Just this morning as a matter of fact, I was writing a script example, and I don't know
21:47
if you know Phil M. Jones exactly what to say, if you heard of him.
21:50
Yeah.
21:51
Yeah.
21:52
Yeah.
21:53
Yeah.
21:54
Yeah.
21:55
So I asked it to use his style and tone in this script and overcoming an objection about
21:57
this new buyer's broker agreement situation.
22:00
Yeah.
22:01
That's work.
22:02
It's really amazing and not sounding like everybody else and actually like imagine, imagine
22:07
like back in the day, right?
22:08
What did we used to have to do?
22:09
We had to go to like a Tom Hopkins seminar or read the book or whatever it was and we're
22:14
like, we'll practice and learn the scripts.
22:16
And now it's got this database of all this where you can, if it's in a written format,
22:21
right?
22:22
Now you're like, oh my God, I can get some of the best script writing, sales training,
22:28
you know, all that stuff in a matter of moments.
22:30
Pretty amazing.
22:31
Oh, yeah.
22:32
And again, I always tell people, if it's a book in your library, it probably knows everything
22:38
in that book already.
22:39
Now it's not going to regurgitate it to your page per page because it's been programmed
22:42
not to do that.
22:43
But if we're talking frameworks, which I'm big on and so I want to pick an author that's
22:47
described to framework or something like that.
22:49
All I have to do is reference the author and the framework and it knows what it is.
22:52
I don't have to educate it on it.
22:54
It'll now follow that because it understands what it is.
22:57
Okay.
22:57
So speaking of framework, let's tease the audience a little bit, frameworks, when it comes
23:02
to getting the better output from GPT, what are some framework that you can provide?
23:09
Well, I believe in a really simple one.
23:12
It's four steps.
23:13
I call it the perfect prompting framework because I'm humble, no, I'm just kidding.
23:18
But it's super simple.
23:20
The key is we need to treat AI much like Jeff, if you and I were going to be collaborating
23:24
on a project.
23:25
Yeah.
23:26
I'd start by giving you relevant information about that project, right?
23:30
So I'd give you background information.
23:32
I would then also make sure that I told you what my question was.
23:37
And most importantly, I'd probably say, hey, and by the way, Jeff, if you have any questions
23:40
ask, what happens is most people go in and they go, I want to write a social media post
23:45
I'm a realtor.
23:46
Yeah.
23:47
Or maybe I want to write a social media post about staging a home and that's all they
23:50
write and they get it out and they go, well, that's not very good.
23:53
I mean, that's just not that accurate.
23:56
On the other hand, if they would start and say, you are an expert home staging consultant
24:03
or real estate consultant or anything like that.
24:06
And I want to write an engaging and viral social media post about the importance of staging
24:12
a home when you're selling it.
24:14
Notice I'm giving it much more information.
24:16
Right.
24:17
I'm a realtor in Grand Rapids, Michigan.
24:20
And I want my audience to know the that I believe that staging a home will increase its
24:24
value by X percent.
24:26
Maybe I've got studies and I can say it's going to get you 7 percent more.
24:31
Then please write that social media post for me.
24:33
So we've done step one, which is tell it who it should be.
24:36
Step two, give it the background a mission.
24:38
Step three, your question.
24:39
And then step four, which I think of the most important, oh, no, by the way, Jeff, before
24:42
you write this, ask me any questions you have.
24:46
And that last part is so critical because oftentimes we don't know what information we
24:51
should give.
24:52
If you and I are collaborating on a project, I don't necessarily know what you know and
24:54
what you don't know.
24:55
I don't know how much to give.
24:56
I'd same with you at GPT, Claude Gemini.
24:59
But if I say ask me any clarifying questions and I've forgotten, which by the way, I forget
25:04
what to give it all the time.
25:06
Now it just says, oh, by the way, Jonathan, in order to give you the best response, I need
25:09
these three questions answered.
25:10
I can choose to skip them and I'll get the social response or I can answer them and I'll
25:15
get an amazing customized response exactly on what I want.
25:19
So step one, tell it who it is, step two, give it background, step three, ask your question
25:24
and step four, say, ask me any clarifying questions.
25:27
That's it.
25:28
I'll go this together in one prompt.
25:30
You'll be amazed.
25:31
Yeah.
25:32
And then obviously review it for accuracy for telling the staff of your preference and
25:38
then you may need to continue to massage it from there.
25:41
Yeah.
25:42
Although, I would say you will have to do far less of all of that if you ask it the
25:47
right way because it'll get that much closer.
25:50
But you're right.
25:51
Carry on a conversation with it.
25:52
If you don't like something, you and I are collaborating on a, let's say we're collaborating
25:56
on an event and you write something up, I don't like.
25:58
I'm going to say, jeez, Jeff, I'm not sure I'm a fan of that.
26:00
Could we try this or could we try that?
26:02
You might do the same to me.
26:03
You might look at a graphic at his and go, I'm not sure if I like that blue.
26:06
Could we put in maybe something more purple or green or whatever your favorite color is?
26:10
Do that same thing with AI.
26:12
Okay.
26:13
I think this is a good trail we're going on here to utilize that prompting framework.
26:19
And then I know kind of the next level, I guess, of this would be one of these two options,
26:24
either custom instructions or custom GPTs so that you don't have to go wherever you want
26:31
to go on either of those two.
26:33
Well, Chan GPT has two great features, which is almost exclusive to which is custom instructions.
26:40
And it basically allows me to upload and preload two key factors.
26:45
One, what do I want Chan GPT to know about me?
26:47
I wanted to know my name, I wanted to know my business, my phone number, my email address,
26:52
what I do for a living, what I'm passionate about, by the way, my personality type, those
26:56
are all things I put in what I wanted to know about me.
26:58
Then how would I like it to respond?
27:02
And so that I can then give it ideas of how I wanted to respond.
27:05
One of the things I love to do is I'm not one for being very verbose and chat GPT has
27:10
a tendency to use lots of adjectives and adverbs and to be very verbose and what it says.
27:15
So I often tell it to do short and succinct or I use a phrase called Hemingway Rules.
27:21
If you search that up, you'll find out something earnest Hemingway to develop and it was
27:25
a style.
27:26
We talked about frameworks.
27:27
It's a style that basically is, say it as simply as possible.
27:32
When you just put use Hemingway Rules, which I have in my custom instructions, now when
27:37
it creates content instead of being super verbose, it gets to the point really fast and
27:42
that works for my ADD and I like that.
27:44
So you can fill those up.
27:46
So that's custom instructions.
27:48
The other one is a custom GPT and there are multiple platforms that support this essentially.
27:55
Jeff, this is training the GPT on your information.
27:58
So just before this call, I should got off the phone with my direct primary care provider,
28:03
which is our health care provider.
28:05
And they're what they call a DPC direct primary care.
28:07
It's a little bit different in the way it works, but it's super awesome.
28:10
And he says, how can I create a custom GPT for our staff so that they can use it?
28:15
And I said, well, it's really easy.
28:17
All we're going to do is we're going to take your marketing material, we're going to
28:19
take the information from your website, we're going to take your vision, we're going
28:22
to take your mission statement and we're going to upload all of those PDF documents into
28:28
a custom GPT and we're going to tell chat GPT you need to first respond from that batch
28:34
of information.
28:36
And if you don't have the answer there, then use your information.
28:39
So now when we're when they're writing maybe a social media post or maybe they're writing
28:43
an SOP or maybe they're brainstorming because they happen to be opening up a new location,
28:48
when they're doing that and they do that within that GPT, it already knows all about their
28:54
practice.
28:55
It knows all about the people that work there.
28:56
And I should say, whatever you've uploaded to it, a great example for most businesses
29:01
would be an employee manual.
29:03
If we have employees and we have an employee manual, we all know that we've given it to
29:06
them.
29:07
They've signed the piece of paper that said they wrote it and understand it and we
29:09
know that they didn't read it period.
29:13
Why do we know?
29:14
Because the first time a question comes up, they ask us instead of going to look at that
29:16
employee manual, imagine if I took that document, all that whole binder and I uploaded it
29:22
to chat GPT and now I gave a link to my employees and said, hey, before you ask me, would you
29:27
do me a favor?
29:28
Would you go to this GPT and just go ask how we handle our bereavement policy because
29:31
it's in there?
29:33
Would you ask me what we do when your third cousin's dog dies and when you want to know does
29:37
that give you, does that qualify under bereavement?
29:39
No, but you can find that out by searching in that custom GPT because it's going to reflect
29:44
off that data that we uploaded.
29:47
Yeah.
29:50
Okay, how much do you have you created your own custom GPT's?
29:54
Tons of them, probably hundreds by now.
29:58
Some of them probably you use more than others because some of it was experimental, I assume.
30:03
Oh, yeah, yeah, absolutely.
30:06
Right.
30:07
What would you say then would be, I mean, so you gave the employee handbook one, can
30:12
we use a custom GPT back to our original example of creating social media content or different
30:17
types of content?
30:18
Yeah, no, in fact, I just, I've got a challenge coming up after this, this call today literally
30:25
is about how to write a viral social media post and part of that includes I'm giving
30:29
everybody that's participating in that my custom GPT, which is literally you type in.
30:35
It's all trained with what does it take to create viral, worthy content?
30:41
Having analyzed hundreds and hundreds and hundreds of viral posts and that, what are
30:45
the characteristics they share?
30:46
Kind of like you mentioned when uploading your own information, what are the characteristics
30:50
you share?
30:51
That's all been programmed in.
30:52
And so now when it goes in, it automatically looks at that again, it's a framework to
30:56
follow.
30:57
My favorite word is on this podcast, at least, and it follows that and it creates that.
31:02
So I can literally go in and type any topic I want.
31:06
And it's going to create a viral, worthy, I don't say viral because we don't know if everything
31:10
is going to go viral, but a viral, worthy post that, and again, I can do so.
31:15
So in minutes, because it's already been pre-trained, it's like having an employee on my team
31:19
that's always available that is really good at writing viral social media posts.
31:23
And so whoever I want to do that, I go, hey, Jeff, can you write this for me?
31:26
Because you're really good at writing social media posts.
31:29
But they just reside in chat GPT and I can use them wherever I'm at.
31:32
So these custom GPT, some people can choose to share them, right?
31:35
And they become public, so to speak, if you have the link.
31:38
Right.
31:39
Yeah.
31:40
There's probably, there's eight.
31:41
I'm looking at my GPT right now.
31:42
I've got about eight or so different ones in there, some of them from friends, some of
31:45
them that I created.
31:46
But one of the ones that I shared, and it's always, it's interesting to me.
31:50
I guess it depends on what your knowledge or awareness level is.
31:53
But back to that event I did last week.
31:55
I showed them, this is the thread we've kind of been talking about, a friend of mine created
32:00
this thing, Scott Shang, shout out to you, my man, phew, ay, ay, it's a simplified 9x
32:06
content amplifier.
32:08
And obviously you get what it does, but the description is, in this case, from a transcript,
32:14
no, this could be podcast YouTube, whatever, this GPT writes two SEO optimized articles,
32:19
social media posts, to Facebook, Instagram, tick.google, business LinkedIn, and an email
32:23
to send to your database.
32:24
Like I literally did that.
32:26
And obviously you know the amazing, wow, factor with that.
32:30
And some people were just like, holy shit, like I did not know it could do that.
32:36
You still find, like, like, like, do you, that's not mine earth shattering anymore, is
32:41
it?
32:42
No, but I still get surprised.
32:45
I mean things come up.
32:46
I have dull moments all the time.
32:48
I just worked with a pure mine, Jeff Hunter, brilliant, gay eye guy, and he was teaching
32:55
me some of the things that he does, and I'm like, duh, I never thought of that.
33:02
And it's like, that's brilliant.
33:05
And thankfully I was able to do the same to him on a couple of things, but yeah, it still
33:08
happens to me regularly that I'm learning things and going over things and going, man,
33:12
I could have been doing that for the last three months and I never realized it.
33:16
Yeah, I guess the more you dive into this thing, the more, if you approach it the right
33:21
way, we've already given you kind of the framework and training it and all that kind of stuff
33:24
editing the outputs.
33:25
So once you get through that fundamentals there, then that's where it becomes really interesting
33:29
because then the lights bulbs start to go on.
33:32
I think of so many different use cases, right?
33:35
Absolutely.
33:36
The more you use it like anything else, you've ever noticed when you buy a car, you go
33:40
to the dealership, you buy a car, you fall in love with it, and maybe in my case it's
33:44
probably a dark gray or a silver car.
33:46
You, man, I've never seen one so beautiful.
33:49
And literally as you're driving that car home, the three miles to your house, you see four
33:53
of them.
33:54
Yeah.
33:55
It's that same thing because all of a sudden you become more aware and you start seeing
33:58
more opportunities to use that.
34:00
And you know, I use it literally all day long.
34:04
I'm using it.
34:05
I can't tell you how many dozens or hundreds of prompts I do in a day because I use it
34:09
to help me do all kinds of things from writing emails to brainstorming, to prepping for
34:13
a podcast to whatever the case may be.
34:16
What, what are some of the glaring limitations that currently exist that you think we will
34:22
work through?
34:25
I'm not sure we'll work through this one, but it's probably the biggest glaring limitation.
34:29
And that's it.
34:30
I mentioned Chatchy PT and other models have been trained on essentially every book and
34:33
every library.
34:35
If you think about it for a moment, there's books that disagree.
34:38
There are authors that disagree in a written books.
34:41
And it's been trained on all of those books, but nobody's told it which one to believe.
34:45
So sometimes it will pull data from different sources.
34:48
A good example, maybe not quite as dramatic, but if you ask it who wrote or who said this
34:54
quote, a lot of times it gets confused and it may report one person, one time you try
34:58
again at a report, another person, because it's been reported in different areas, different
35:03
knowledge that it has at different people that it quotes, been attributed to different
35:07
people.
35:08
So that's a good example of how you need, that's why we need to verify.
35:11
I use a tool you mentioned briefly called perplexity.
35:14
It's an AI-based search engine to do all my validation because Chatchy PT caught in
35:19
Gemini.
35:20
They all have a knowledge cut off.
35:21
Chatchy PT has cut off as we record this in August of 2024, was a year ago.
35:25
It's August of 2023.
35:27
So it doesn't know anything that's happened in the last year.
35:31
Now it does have web access, so if you give it an article, it could read it.
35:35
But it's not a search engine, so it's not going to go out and find that.
35:38
Perplexity is a search engine.
35:40
So if I ask it a question, it's going to go search the web for relevant information,
35:44
and then it's going to use AI to summarize it.
35:47
So unlike Google where I get 10 results and now I can spend an hour going down a rabbit
35:51
hole chasing these different websites, perplexity is going to look at those 10 websites and it's
35:56
going to summarize the data for me and say here's your answer based upon what we've got.
36:01
And I can use that to validate stuff, and it works super, super well for it.
36:06
Aren't there, I thought I used a plug-in in the past that actually you can connect GPT
36:11
to go to the web in real time?
36:13
You know that one?
36:14
There is.
36:15
So again, you can actually do it natively in GPT now.
36:18
There used to be one called web pilot that's no longer exists because they've added it
36:23
inside a chat GP directly.
36:26
Two issues, one, again, it's not a search engine, so it's not just going to go out and search
36:29
the web and find stuff for you, if I give it a blog post that I wrote, it'll go read
36:33
that blog post, but it's not going to do lots of search.
36:36
The other issue is that a lot of sites, especially early on, and these are a lot of the major
36:40
sites, they blocked chat GPT from having access to them because they were worried it was
36:44
going to use their site for training data.
36:47
As a result, let's say I'm going to pick a magazine, I don't know if it's true, but let's
36:50
say I'm using Time Magazine, chances are a chat GPT can't read anything from their website
36:56
because they've blocked it.
36:58
Perplexity, just being a search engine, they can read everything.
37:01
And so they've been permitted access for those reasons because they're purely searched?
37:06
I prefer to say they haven't been blocked access, I don't know if they've been permitted,
37:11
but they haven't been blocked.
37:12
Fair enough.
37:13
So speaking of search, there's some buzz that AI is going to chip away at search.
37:20
Google search, and you have any opinion on that?
37:24
Of course, yes.
37:27
I think it's going to change the way we search more than anything.
37:29
All search is still going to be wildly important, but I think the key words are going to become
37:34
less important.
37:35
We're already seeing that, the key words are not that they're not important.
37:37
If you're an SEO guy, don't scream at me, they're still important, but the best real
37:43
order in Grand Rapids, Michigan, is now less important than it was a year ago because
37:47
when Google or anybody else is looking at it from a search perspective, they as a real
37:52
estate agent, they want to see that you're talking about lots and lots of things other
37:57
than you just have one page on your website that says you're the best real estate agent
38:00
in Grand Rapids.
38:01
So they want to see blog posts and videos and social posts about staging and listing
38:06
and commissions and all kinds of things that surround that.
38:11
Here's the funny thing.
38:12
Google is not going to necessarily rank your social media posts, but it came out last
38:17
year in their Justice Department filings that they had to release that were somewhat redacted,
38:22
but that they're actually indexing that information to define your credibility.
38:27
In other words, if I just have a blog post and I'm putting stuff out there, it may not know
38:31
who I am.
38:32
But if it can validate with a YouTube channel and it can validate with a Facebook and
38:36
LinkedIn profile and they see those ties coming together and the content being the similar.
38:43
So as a real estate agent, everything I'm talking about is stuff that a real estate agent
38:48
would talk about.
38:49
Google then looks at it as do other search engines and go, wow, Jonathan's more credible because
38:54
we've confirmed his expertise and his authority and we've done that more just off of one keyword
39:01
blog post.
39:02
Right.
39:03
So if you use the term Google Authority, learn a lot about that when we're talking about
39:07
Google business profiles and prominence and search and things like that, yes, the
39:11
crawlers are looking for that.
39:13
But do you think people just as a practice are going to start using these AI tools, perplexity
39:21
you mentioned is a search agent and most people aren't aware of that.
39:24
So let's just say, you know, there's some people talking about, oh, you know, using chat
39:27
GPT for search and typing in people's names and see what comes up.
39:31
You think that's going to increase that activity?
39:34
Yeah.
39:35
I mean, again, you can go to perplexity and do that.
39:38
I think, you know, I don't think chat GPT just announced or open AI, their parent company
39:43
just announced they're not coming up with search GPT, which is designed to compete with
39:47
Google.
39:48
So we're definitely going to see things.
39:51
I think that, you know, there's a lot of people that go to chat GPT and ask it search-related
39:54
questions, not realizing they're very limiting their responses, but it's just become very
39:59
natural.
40:00
And we like the way it responds to us.
40:02
We like the fact that, you know, it gives us not just websites to go look at, but it
40:06
actually gives us answers back and it saves us time.
40:10
Yeah.
40:12
So the race is on, man.
40:15
Can you imagine what it's like inside these companies, just the discussions and the meetings
40:19
of like, we've got to capture the market share now, right?
40:24
Absolutely.
40:25
100%.
40:26
100%.
40:27
Yeah.
40:28
No, it's got to be very interesting to see the things they're talking about and to understand
40:34
the things they're worried about.
40:36
Yeah, I think, but to me, it's super exciting because as an entrepreneur, there's just so
40:40
much opportunity and I can save so much time and I love that.
40:45
Okay.
40:46
Let's do this real quick.
40:47
So people have heard a few different things.
40:49
They've heard chat TBT.
40:50
We've mentioned Gemini perplexity, which we've clarified as being search.
40:55
You've also mentioned Claude.
40:57
How does somebody decide, you know, my home base for using an AI tool?
41:03
If you're just getting started, first of all, make it easy.
41:05
Don't overcomplicate it.
41:07
You do not need a bunch of different tools.
41:09
Pick one, pick chat TBT, Claude or Gemini from Google.
41:14
Pick one of them.
41:15
Access to one of them, whatever one you have access to is perfectly fine.
41:19
Do I have preferences?
41:20
Yeah.
41:21
But guess what?
41:22
Whatever you have access to is fine.
41:23
It's like going to the car dealership and I'm sure we're going to have different people
41:26
that believe whether I should buy a four to Chevy or a Dodge.
41:29
But at the end of the day, they're all going to take me down the road.
41:31
They're going to take me to the store.
41:32
They're going to take me to church.
41:33
It's all going to work out just fine in the long run.
41:36
No arguments, please.
41:37
I know some of you disagree.
41:38
But that's where we're at with the search engines.
41:40
Are there preferences?
41:41
Sure.
41:42
There's people that prefer Claude.
41:43
There's people that prefer Chad's TBT.
41:45
There's people that prefer Gemini.
41:46
But any one of them will work.
41:48
Start learning how to prompt it and use one tool to start off with.
41:52
You can say the same thing to all the tools.
41:53
You don't need to prompt differently or communicate differently.
41:56
But find one that you're comfortable with.
41:58
You like the user interface.
41:59
It works for you.
42:00
Make sure it's available on mobile because you'll find you want to use it on your phone
42:03
a lot.
42:04
And then just start asking a question.
42:08
Start using it to brainstorm to write that email that you go, man, I should take a few
42:12
more minutes to write this and I want to take to write that social media post to wake
42:16
up in the morning and go, oh, man, I just had things change up.
42:19
Or maybe I'm a real one.
42:20
I just had a brand new house at the market.
42:22
How can I make this interesting?
42:25
Imagine uploading the pictures that you just took of this new listing and asking Chad's
42:29
TBT to help you write a description based on the pictures.
42:32
You can do that literally right now.
42:35
Wow.
42:36
That is amazing stuff.
42:38
Is the paid version of GPT worth it?
42:42
Yes.
42:43
Period.
42:44
End of story.
42:45
Okay.
42:46
There's a couple of quotes I'm finding on your Instagram page right now.
42:50
One of them is AI will change the world more than anything else in the history of mankind
42:54
by Kai Fouli.
42:57
It seems the fact that you posted that you are in some level of agreement with that.
43:03
I probably wouldn't agree with it to the letter, but overall, yes.
43:06
I think AI is, I compare it to, you know, we had the Industrial Revolution.
43:10
We had the Internal Combustion Engine.
43:12
We then had the Internet, or the PC, I missed the PC, then we had the Internet.
43:17
This is going to be bigger than any of them, ultimately, by the time we're done.
43:21
Where are we on that curve?
43:23
I forget what it is.
43:24
You know, the early adopters.
43:25
Yeah.
43:26
Yeah.
43:27
Where are we?
43:28
What I would call the bottom left side, we're just getting started.
43:32
We've got so much longer to go.
43:34
The last stat I saw said that less than 15% of the people have even used AI.
43:39
And by the way, that was a study done in North America, so US and Canada.
43:43
So we're not talking third world countries that don't have computers here, but less than
43:46
15% of the people have actually used AI.
43:51
It is not too late by any means.
43:52
I know I talked to somebody, then he goes, oh, I missed the way, so the way it was just
43:56
building.
43:57
We've got a long ways to go yet.
43:59
You know, I'm trying to put this in the parallel, and we'll close out and share how people
44:04
can connect with you.
44:06
You know, I think of looking back to, you know, you and I follow similar people, Gary
44:10
V. Hermosey, you've got the book, I go, and, you know, there was this time along the
44:16
horizon of when these new platforms come out, like when Google ads first came out, and
44:21
it was cheap Facebook ads when it was like everything gets saturated at some point,
44:27
right?
44:28
And I guess the way I'm looking at this right now, and you've had a hand in this by
44:31
the way you should know, because you're the first person I found who provided real context
44:37
around how to use AI intelligently, so hats off to you.
44:41
Thank you.
44:42
But I think we're at the similar stage as the early days, I know this sounds cheesier
44:47
cliche or whatever, but you know, the early days of the internet, man, you know, and it's
44:52
just like, we're there early.
44:53
This is for the listener.
44:54
Like if you're, if you're, I know me, I'm trying to build a personal brand online and
44:58
YouTube and all this stuff, and it's crowded, and there's a lot of, so breaking through
45:02
that wall of noise is hard.
45:03
Well, I'm looking at this now from like it's early stages AI, and I want to jump on it
45:10
to optimize my business, my pros, my life, like other income opportunities and things like
45:15
that, because I think we're in that early stage phase.
45:18
Do you agree?
45:19
Yeah.
45:20
I do.
45:21
Absolutely.
45:22
Yeah.
45:23
I mean, Gary Vee talks about the one difference is he talks about new platforms, and if
45:25
you get started early, you get that extra inertia, that kind of works, but we don't know what
45:30
platforms are going to take off.
45:32
It doesn't, in my mind matter, I'm very agnostic when it comes to those, but if you as an entrepreneur
45:36
and a business person start using AI now, you're going to be that much further ahead of
45:41
all of your competitors.
45:42
Yeah.
45:43
And when your competitor is a year from now, we're going, man, I guess I got to look at
45:46
this AI stuff because it ain't going away.
45:49
Now you can go, no, shit, I've been doing this for over a year, and I'm kicking your butt.
45:53
Right.
45:54
You're going to be that much further ahead.
45:56
You know, last night I had a customer of mine, a consulting client call, he was trying
45:59
to figure something out.
46:00
She texted me.
46:01
He's like, can you just help me do this prompt that I've been working on it for three hours?
46:04
And I said, well, first, don't work on it for three hours, just text me.
46:07
And literally in about less than 90 seconds, I don't, I was going to say 37, but I don't
46:13
know, I was guessing.
46:14
It's less than 90 seconds.
46:15
So I had rewritten it for him.
46:17
I'd sent it back, and he sent me a text back 30 minutes later, and you just saved me
46:21
$2,500, whatever it was he was working on.
46:23
Wow.
46:24
That's awesome.
46:25
That's how AI can work.
46:26
I'm not special.
46:27
I'm not any smarter than anybody else, Jeff, but I've written enough prompts that when
46:32
it came time to show basically put your money on the line, I was able to turn that around
46:37
again in less than 90 seconds.
46:39
He'd spent three hours on it.
46:41
He's probably a better businessman than I am.
46:44
He's certainly more successful than I am, but I was able to help him because I had more
46:48
experience in this area.
46:50
And if you do that, you're going to be able to accelerate your business in the same way.
46:54
And I don't, you don't have to be an AI expert.
46:56
You can just be someone that's really proficient, leveraging AI to promote your business,
47:00
to grow your business, and you will be ahead of most of your competition.
47:04
100%.
47:05
And I do think that, you know, drafting somebody, right, to use that term, that's ahead
47:10
of you who's got experience can help you, yeah, help you get results, which is why you,
47:15
you come into mind here.
47:16
I want to share with everybody how to, how to engage and follow you further.
47:19
So you've got some resource.
47:21
Thank you.
47:22
First of all, you mentioned the Facebook group, we're going to put a link to all your stuff
47:25
in the show notes.
47:26
It's going to be a link tree.
47:27
It is JonathanMass.com forward slash link tree.
47:31
And that's J-O-N-A-T-H-A-N-M-A-S-T.com forward slash link tree.
47:37
That's going to be all your key resources, you know, prompting guides.
47:42
You've got an upcoming challenge.
47:44
You've got these cool little things you do, these self-scribes, which are like, I was
47:47
really geeking out on those for a minute.
47:50
You got a mastermind, like, and you can actually, well, I don't want to abuse this, but for
47:54
the people who are ready, you know, you have the ability to actually schedule calls with
47:58
people too.
47:59
Yep.
48:00
So, yeah, I would advise everybody listening to it right now, at a minimum, click the link,
48:05
get into his Facebook group, and then anything else you see relevant on this link tree.
48:09
I think here's the key takeaway.
48:10
Just like back to my little social media example, video content, is the thing I often do
48:15
is this, Jonathan, when I'm talking to agents or whoever, I'm like, this mobile phone
48:18
that I'm holding up, like, this is a new skill we needed to learn how to use posting,
48:23
constantly, this AI, it's another new skill, and potentially has even bigger impact will
48:29
help fuel this thing, actually.
48:31
It will.
48:32
And, again, your competition won't do it as fast as you, and if you win, you're that
48:36
much further ahead.
48:37
Absolutely.
48:38
Absolutely.
48:39
Awesome, man.
48:40
I really appreciate you making the time for today.
48:42
Everybody listening, you know what to do.
48:43
Follow the links in the show notes, get into his group, ask questions, start to break
48:48
stuff, get in there, bang stuff around, you know, GP, GPT, whoever, that AI assistant,
48:54
right?
48:55
She's not gonna complain.
48:56
She won't ask for a raise, right?
48:57
All that stuff.
48:58
Just put it to work.
48:59
Thank you.
49:00
All of the above.
49:01
Thank you, Jonathan.
49:02
Appreciate it.
49:03
Thank you, Jeff.
49:04
All right, listeners.
49:05
We'll see you on the next one.
49:06
Thanks for tuning in.
49:07
There's a link in here.
49:08
Leave us a review.
49:09
We'll see you soon.
49:10
Bye for now.