In 2025, I published one giant ChatGPT prompt that promised to help someone become the “top name” in their niche.
I would not write that article the same way today.
I use AI regularly in my own marketing, and the biggest lesson for me has been surprisingly simple: the best results rarely come from finding one perfect prompt.
They usually come from giving ChatGPT real context, asking it to solve one specific problem, reading the answer critically and then pushing back.
ChatGPT can help a Realtor find the angle.
Why Generic Realtor Content Fails
Most Realtors do not have a content shortage.
They have a sameness problem.
Another market update. Another “Just Listed.” Another photo beside a sold sign. Another caption about helping families find their dream home.
None of those things is automatically wrong.
The problem starts when nothing in the content explains why this Realtor sees the market differently, understands a specific buyer better or approaches a listing in a more thoughtful way.
More point of view does.
That is where I think ChatGPT becomes useful.
Not as the Realtor's personality.
As a tool for pulling more clarity out of the personality, experience and knowledge that are already there.
The Problem With the “Perfect Prompt” Mentality
The old version of this article tried to do everything at once.
Map the market. Define the audience. Find the positioning. Create editorial pillars. Generate hooks. Build Reels. Write carousels. Produce a complete brand strategy.
It sounded efficient.
But there is a problem with that approach.
If the first assumption is weak, ChatGPT can build fifty beautifully organized ideas on top of a bad foundation.
That is how I use the prompts below.
Three Rules Before You Use Any of These Prompts
Do not ask ChatGPT to market a Realtor it knows nothing about. Give it your market, audience, experience, specialties and actual business goal.
Positioning, bio writing, Reel planning and lead follow-up are different problems. I would not try to solve all of them in the same first prompt.
If the response sounds like every Realtor on Instagram, say exactly that. Ask what is generic, what is assumed and what would make the answer more specific.
Replace the Brackets Before You Paste
Every prompt below includes information inside brackets such as:
Do not leave those generic.
The quality of the response depends heavily on the reality you give it.
Find Your Actual Positioning
I would use this before asking ChatGPT for captions, Reels or a content calendar.
Act as a positioning strategist for a real estate agent.
[CITY / AREA]
[EXPERIENCE]
[TARGET CLIENT][SPECIALTY: relocation / luxury / first-time buyers / investors / vacation homes / new construction / etc.]
My current strengths are:
- [STRENGTH 1]
- [STRENGTH 2]
- [STRENGTH 3]
[COMMON COMPETITOR MESSAGE]
Help me identify 3 possible positioning directions that are specific enough to differentiate me without making exaggerated claims.
For each direction, give me:
- The core positioning statement.
- The type of client it is most likely to attract.
- The proof I would need to make that positioning believable.
- The biggest weakness or risk in choosing that position.
Do not tell me I am “passionate,” “dedicated,” “trusted” or “different” unless you can explain exactly what makes the claim concrete.
I would not choose whichever option sounds most impressive.
Can I prove this when someone actually works with me?
Rewrite Your Instagram Bio Without Realtor Clichés
Once the positioning is clearer, the bio becomes much easier.
Help me rewrite my Instagram bio as a Realtor.
[POSITIONING]
[TARGET AUDIENCE]
[MARKET]
[CALL TO ACTION]
Write 5 bio options.
Requirements:
- Make it clear who I help.
- Make the geographic market obvious.
- Give the visitor a reason to keep reading my profile.
- Avoid vague phrases such as “making dreams come true.”
- Do not use fake urgency.
- Keep it natural enough that a real person would actually write it.
After the 5 versions, rank them from strongest to weakest and explain what each one communicates in the first five seconds.
Turn Real Client Questions Into Content
Some of the best content topics are already hiding inside conversations you have every week.
Turn the real questions I hear from sellers into useful social media content.
Here are 10 questions or objections I hear frequently:
- [QUESTION]
- [QUESTION]
- [QUESTION]
- [QUESTION]
- [QUESTION]
- [QUESTION]
- [QUESTION]
- [QUESTION]
- [QUESTION]
- [QUESTION]
For each one, tell me:
- What the seller is probably worried about underneath the question.
- Whether the best response should be a Reel, carousel, Story or static post.
- A human opening line.
- The practical takeaway I should give.
- A CTA that feels natural instead of salesy.
Do not invent statistics.
If a point requires current market data, flag it so I can verify the information before posting.
what people actually ask you
Create Three Reel Angles From One Listing
One property can produce several pieces of content without repeating the exact same message.
I am marketing a property and want three genuinely different Reel concepts.
[PROPERTY TYPE + CITY]
[FEATURES]
[BUYER]
[ON CAMERA / VOICEOVER / NO TALKING]
Create three concepts:
- A fast property-focused Reel.
- A Reel where I teach or explain something as the Realtor.
- A more creative or storytelling concept that still makes sense for this property.
For each concept, give me:
- The opening hook.
- The sequence of scenes.
- What I say or what appears as text.
- The final CTA.
- What makes this concept different from the other two.
visual shot list for each Reel
Separate the shot list into:
- Must-capture scenes or details.
- Supporting footage.
- Optional aerial footage.
Only recommend drone footage if it adds real context to the property, location or lifestyle.
Do not invent property features that are not in the information I provided.
Avoid generic lines such as “Welcome to your dream home.”
This is where content strategy starts affecting the shoot itself.
If the strongest Reel idea depends on the transition from the living area to the pool, I need to know that while I am filming—not after the editor receives the files.
The shot cannot.
From Listing Strategy to a Real Media Plan
A strong content angle is only useful if you have the footage and images to prove it.
Before asking AI to write the Reel, I would decide what the buyer actually needs to see.
ChatGPT can help decide the hook and sequence.
The production still needs a strong opening shot, vertical footage and enough supporting scenes to carry the edit.
AI can identify the angle.
Professional photos, detail images and video need to provide visual evidence for that angle.
ChatGPT can help identify what matters to the target buyer.
Drone can help when the aerial perspective genuinely explains water, acreage, amenities, community scale or location.
AI can help identify the questions buyers are likely to ask.
A Zillow 3D tour or floor plan can sometimes answer layout questions that even beautiful photographs cannot.
ChatGPT can help repurpose one listing into several content ideas.
That works much better when the original shoot includes enough photography, horizontal video, vertical footage, details and context to support those ideas.
Not every listing needs every service.
The media should match the property, buyer and story—not simply the size of the package.
Have a Listing Coming Up?
If you already know the property, target buyer and marketing angle, the next question is what media should actually be captured.
Plan Media for My Next Listing →Build a Carousel People Can Actually Follow
Do not ask for ten disconnected cards. Give the carousel an argument.
Create an Instagram carousel for Realtors around this topic:[TOPIC]
[AUDIENCE]
[MAIN POINT]
Structure it into 8 cards:
- Card 1: a specific hook that creates curiosity without clickbait.
- Cards 2–3: define the problem.
- Cards 4–6: explain the useful part.
- Card 7: give the reader one practical action.
- Card 8: natural CTA.
Write each card in concise spoken English.
Avoid marketing jargon.
After drafting it, review the carousel yourself and identify any card that repeats information or could be deleted without losing the argument.
A carousel also needs photographs that survive the crop.
I would rather keep one architectural image horizontal than destroy the composition just because portrait takes more space on Instagram.
Make a Listing Post Sound Less Like an MLS Description
MLS copy and Instagram copy do not have to do the same job.
Rewrite this property description for Instagram without turning it into exaggerated luxury copy.
Original property description:
[PASTE PROPERTY DESCRIPTION]
[AUDIENCE]
[YOUR OBSERVATION]
Available media assets:
[PROFESSIONAL PHOTOS / VERTICAL VIDEO / DRONE FOOTAGE / 3D TOUR / FLOOR PLAN]
Use only the assets I actually have.
If the strongest content angle cannot be supported visually by those assets, explain what should be photographed or filmed before I publish the post.
Give me three approaches:
- Property-first.
- Lifestyle-first.
- Realtor-expert perspective.
For each version:
- Keep the opening strong.
- Do not invent information not present in my description.
- Do not call everything “stunning,” “breathtaking” or “one-of-a-kind.”
- Keep the tone conversational.
- End with a specific CTA.
Once the photos or Reel are ready, do not destroy a professional file before publishing it.
how Realtors can post photos and Reels on Instagram without unnecessary quality loss
What This Looks Like in the Real World
This is where I think an article about AI needs to stop talking about AI for a minute.
The property still makes the final decision.
On a waterfront property I photographed in Groveland, the useful drone angle was not “let's get some drone photos because drone looks premium.”
house and his boat in the same photograph.
From the ground, I could photograph the house. I could photograph the dock. I could photograph the boat.
I could not create that relationship in one clean frame.
That is exactly the type of situation where the media decision comes from the story—not from the service menu.
I have also photographed a professionally staged model home where the story was primarily the interior design, layout and builder presentation.
For that project, photography, the 3D experience and floor plan made more sense than adding drone just because I could.
more media is not automatically better media.
Find What Is Generic About Your Content
This is one of the prompts I would use most often.
Act as a critical editor, not a supportive marketing assistant.
Below are my last 10 Instagram captions:
[PASTE CAPTIONS]
Analyze them for:
- Repeated phrases.
- Generic Realtor language.
- Claims anyone in my market could make.
- Content that sounds more like a brochure than a person.
- Places where my own point of view is missing.
- CTAs that feel forced.
Then show me the 5 biggest patterns that make my content less distinctive.
For each pattern, rewrite one example in a more human and specific way.
Do not compliment the content unless the compliment helps explain what should be preserved.
I consider the paragraph too generic.
The same test works for Realtors.
Create Content for a Specific Client, Not “Everyone”
This forces the message to become much more precise.
Help me create content for one specific type of real estate client.
[EXAMPLE: family relocating from New York to Winter Garden]
[CONTEXT]
[YOUR EXPERIENCE / SERVICE]
Create 10 content topics that would reduce uncertainty for this person before they contact a Realtor.
For each topic, explain:
- The question the person is trying to answer.
- Why that question matters to them.
- The best content format.
- What I should show rather than merely say.
Avoid broad topics such as “5 reasons to move to Florida” unless you make the angle specific enough to be genuinely useful.
Create a Weekly Content Plan You Can Actually Produce
A content strategy is useless if executing it becomes another full-time job.
Create a realistic weekly Instagram plan for me as a Realtor.
[TIME AVAILABLE]
I currently have:
- [NUMBER] active listings.
- [NUMBER] upcoming shoots or property visits.
- [NUMBER] days per week I am willing to appear on camera.
[GOAL]
Build a 7-day plan that uses the material I already have before suggesting new production.
For every post, show:
- The purpose.
- The format.
- What asset I need.
- Estimated preparation effort: low, medium or high.
- The CTA.
Do not optimize for posting every day if fewer, stronger posts would make more sense.
Do not let ChatGPT create a second full-time job called “content creation.”
The plan has to fit the business you actually run.
Make ChatGPT Argue Against Its Own Strategy
I would use this before committing to a major positioning or content direction.
Below is the marketing strategy you just recommended to me.
[PASTE STRATEGY]
Now stop defending it.
Act as a skeptical real estate marketing consultant and identify:
- The 5 weakest assumptions in this strategy.
- Anything based on generic marketing advice rather than my actual situation.
- What would require current data before I should believe it.
- What would take more time or money than the strategy acknowledges.
- Which part is most likely to fail because Realtors simply will not execute it consistently.
Then rebuild the strategy using only the parts that survive the critique.
The point is to make your thinking harder to fool.
Build a Media Brief Before the Shoot
This is the prompt I would use when the strategy needs to become an actual photography or video plan.
It does not replace the photographer's judgment on location.
It gives the media team useful context before the first camera comes out of the bag.
Act as a real estate listing marketing strategist.
[CITY / NEIGHBORHOOD]
[TYPE]
[BUYER]
[FEATURES]
[PRIORITIES]
[TIME]
[REELS / CAROUSELS / LISTING VIDEO / STORIES / ADS / MLS]
Create a media brief that helps a professional real estate photographer and videographer understand what needs to be shown.
Organize the response into:
- The single strongest marketing angle for the listing.
- Five must-capture scenes or details.
- A 30–45 second vertical Reel story.
- Whether drone footage, a 3D tour or a floor plan would add genuine value, and why.
- Three pieces of content the Realtor could publish after the shoot.
- Facts or claims I must verify before posting.
Do not recommend every media product automatically.
If a service does not add meaningful value to this property, say so.
Do not invent features.
Do not make the property sound luxurious unless the details support that description.
Already Have the Property Address?
Bring the listing, buyer and marketing objective. We can help determine which media actually supports the story.
Plan Media for My Next Listing →What I Would Not Ask ChatGPT to Decide for Me
There are areas where I would use AI to organize my thinking, but I would not blindly accept its answer.
- What your local real estate market is doing right now without current data
- What a specific property is worth
- Legal or contractual interpretation
- Whether a factual claim about a listing is accurate
- What differentiates you when you have not provided evidence
- Which marketing strategy is “working” simply because the explanation sounds persuasive
AI can structure the question.
You still have to supply reality.
The Best Prompt May Be Your Second Message
This is probably the biggest change from how I thought about ChatGPT when I wrote the original version of this article.
I used to put enormous effort into making one giant prompt.
Today I am much more likely to write a clear first request, read the answer and then respond:
That conversation often improves the answer more than adding another 500 words to the original prompt.
Choosing Media Is Another Decision AI Should Not Oversimplify
One thing I do not want these prompts to teach is that every Realtor needs every media product for every listing.
That is not how I work.
A property may need professional photography and a floor plan.
Another may benefit from drone because the lake, land or community context matters.
Another may be ideal for cinematic movement through the home.
And another may benefit much more from a Zillow 3D tour because a remote buyer needs to investigate the layout.
The same principle applies to aerial media.
when drone photography genuinely adds value—and when it may only add cost
What Changed From My Original Version
I removed the promise that one prompt can make someone the “top name” in a niche.
I removed the idea that generating more content automatically creates better marketing.
And I stopped treating ChatGPT like a machine that should complete the entire strategy before the human has evaluated step one.
“Do my marketing for me.”
“Help me think through this marketing decision with more structure.”
Two More Guides That Work With This One
Frequently Asked Questions
Can Realtors use ChatGPT to create Instagram content?
Yes. It can help organize ideas, develop angles, draft content and critique existing material. I would still review every output for accuracy, voice and whether it actually fits your business.
Should I use one giant ChatGPT prompt for my entire marketing strategy?
You can, but I generally prefer breaking a complex strategy into smaller decisions. That makes it easier to catch weak assumptions before they affect everything that comes afterward.
Why does ChatGPT sometimes write generic Realtor content?
Often because the request itself contains generic information. Market, audience, experience, opinion and business context give the model much more useful material to work with.
Should I publish ChatGPT's first answer?
I would not make that the default. Read it like an editor. Challenge clichés, verify facts and ask for another version when the voice does not sound like you.
Can ChatGPT tell me what is happening in my local real estate market?
Use caution. Market conditions change. If an answer depends on current inventory, prices, rates, regulations or local statistics, verify those facts with current reliable sources before publishing.
Does ChatGPT replace professional real estate photography or video?
No. ChatGPT can help you decide what to say, which audience matters and which marketing angle is worth testing. Professional real estate media gives that message visual evidence by showing the actual light, layout, scale, architecture, outdoor spaces and location context of the property.
How should I use ChatGPT before a real estate media shoot?
Use it to clarify the target buyer, the strongest story, the questions the listing needs to answer and the content you want to publish afterward. Then share that thinking with your media team so the shoot supports the marketing plan.
Which media should I choose for my next listing?
The answer depends on the property, buyer and story that needs to be shown. Professional photography is usually the visual foundation. Video, drone, Zillow 3D tours and floor plans should be selected when they make the property easier to understand or give the marketing something meaningful that photography alone cannot show.
Will these prompts make me stand out automatically?
No. A prompt can help clarify positioning and communication. The differentiation still has to come from your real expertise, market knowledge, client experience, point of view and execution.
Good Content Still Needs Something Worth Showing.
ChatGPT can help a Realtor find the angle, organize the message and build the content plan.
My job is to create the photography, video, drone media, Reels, Zillow 3D tours and floor plans that give that plan something real to work with.
Gustavo Sousa
Gustavo Sousa is a professional real estate photographer, videographer and FAA Part 107 Certified Remote Pilot based in Winter Garden, Florida.
A professional photographer since 2012, he works with Realtors, residential listings, vacation homes, builders and real estate media projects throughout Orlando and Central Florida.
References
OpenAI — Prompt Engineering Best Practices for ChatGPT
Official OpenAI guidance on clarity, specificity, context and iterative refinement
OpenAI — How Do I Create a Good Prompt for an AI Model?
Official OpenAI guidance on clear requests, context and breaking complex tasks into smaller steps
