Take 5
With Kevin Hawkins
TRT: 3m 50s
Video Transcription


Kevin Hawkins directly addresses camera: Most of you have heard of artificial intelligence and ChatGPT. You've probably even experimented with it. And, some may wonder, how can this confusing technology help me?
I'm Kevin Hawkins, president of WAV Group's Public Relations and Communications division. Let's take five minutes to talk about how artificial intelligence, or AI, particularly in the form of ChatGPT, can be a real game-changer for your real estate business.  
Embracing AI can be both a blessing and a curse. On the positive side, AI can save you time, enhance organization, generate fresh ideas and polish your content to make it even more compelling.
However, as with any technology, there are downsides. AI is not infallible; it can produce inaccurate information or generate content that lacks credibility. So, you must approach AI with caution, understanding its limitations and validating its output to ensure it aligns with your principles and reputation.
To leverage AI effectively in public relations and marketing, learn how to provide AI with the proper directions, inputs and ideas to help it better understand your goals and create content that aligns with your values. For example, you can teach ChatGPT to write in your style. You simply tell ChatGPT in your prompt – the instructions you give it – that you want it to learn your writing style and provide a few examples. Then, tell ChatGPT that once it has learned your writing style, tell you to STOP giving it your writing examples. ChatCPT is a quick learner and you probably will only have to give it two examples before it has learned how to mimic your writing style.
So, let's dive into some actionable ways agents can harness the power of ChatGPT to boost their PR efforts and elevate their marketing game.
Need help with blog topics, press release angles or compelling news hooks? ChatGPT can help. Feed it relevant information about your target audience, local market trends or real estate data and it will provide fresh and innovative ideas. The key is to give it current local data from your MLS or other reliable and current source. This will ensure you are getting the most up-to-date information. Otherwise, ChatGPT may pull from outdated sources, and you know the housing market changes quickly.
Next, ChatGPT can help you write engaging subject lines for your emails, ensuring your messages stand out in recipients' inboxes. It can analyze your target audience and provide you with suggestions that resonate with them, ultimately improving your open rates and engagement.
Whether you're addressing first-time homebuyers or real estate investors, AI can help you tailor your content to speak their language. Analyzing your input and audience preferences can provide you with content that appeals directly to each target group.
The key is the better you describe what you need and provide specific information and details, the better output you will receive from ChatGPT.
AI-generated content can be a great starting point for property descriptions, but ensuring it complies with fair housing laws and avoids potentially controversial language is crucial. Use ChatGPT to generate drafts and refine and verify the information before using it. Never, ever cut and paste.
Finally, ChatGPT can be your secret weapon for understanding what journalists might be most responsive to. By researching journalists' past work and preferences, you can ask ChatGPT for recommendations on approaching them and pitching your ideas effectively.
Incorporating AI like ChatGPT into your real estate marketing arsenal can revolutionize how you engage with your audience, generate fresh ideas, and streamline your content creation process. Embrace AI, use it responsibly, and always verify its output to ensure it aligns with your values and professional standards.