WEBVTT
00:00:00.800 --> 00:00:04.559
Newer agents are using AI to close the gap.
00:00:04.799 --> 00:00:08.960
And yet most experienced agents don't even realize that the gap is closing.
00:00:09.119 --> 00:00:11.039
That's where we start today.
00:00:15.359 --> 00:00:17.519
Welcome to the Creative Authority Podcast.
00:00:17.600 --> 00:00:18.640
I'm Matt Goldman.
00:00:18.719 --> 00:00:34.799
I am a real estate agent with 12 years of experience, and I've used AI extensively in my business over the last three years, but I've also used it to build my business twice over different markets, and I've learned a lot in doing that, and now I'm very interested in helping you learn that same thing.
00:00:35.280 --> 00:00:40.880
Let's start like we're speaking to an experienced real estate agent.
00:00:41.119 --> 00:00:52.479
You've been in the real estate industry for five, eight, ten years, and you probably have assumed, at least somewhere in the back of your mind, that experience buys you something.
00:00:52.960 --> 00:01:02.320
That time that you've put in creates like a distance between you and the agent who just got their license six months ago.
00:01:02.399 --> 00:01:05.280
And for a long time that was true.
00:01:05.519 --> 00:01:09.920
That gap was volume, touch points, output.
00:01:10.079 --> 00:01:14.159
The experienced agent has systems, right?
00:01:14.319 --> 00:01:24.799
You have relationships, you have a database, you have a rhythm, you have lived experience that creates information that translates into content that you can put out into the world.
00:01:25.040 --> 00:01:33.359
While a newer agent is still figuring out how to write an email that doesn't sound desperate and commission hungry.
00:01:34.319 --> 00:01:37.120
That gap is gone.
00:01:37.920 --> 00:01:40.560
It's not shrinking, it's gone.
00:01:41.040 --> 00:01:50.239
A first year agent with a good prompt library and a$20 Chat GPT subscription can now outproduce a veteran on raw content alone.
00:01:50.799 --> 00:01:53.519
Not eventually, now, this week.
00:01:53.760 --> 00:01:59.280
So the question isn't whether it's happening, the question is what are you going to do about it?
00:01:59.519 --> 00:02:04.159
Here's what I want you to understand about this because I think that most people are misreading it.
00:02:04.480 --> 00:02:08.240
The threat isn't in newer agents posting mode.
00:02:08.479 --> 00:02:15.360
The threat is that the volume that used to indicate expertise doesn't anymore.
00:02:15.520 --> 00:02:29.039
When a prospect saw an agent consistently in their feed twice a week, every week for two years, they made an unconscious assumption that this person knows what they're doing, and volume felt like authority.
00:02:29.199 --> 00:02:33.120
It felt like an evidence that person had authority.
00:02:33.520 --> 00:02:49.280
Which means if your strategy right now is to post more often, you're fighting the wrong battle, you're playing the wrong game on the wrong field with the wrong ball, like you're competing on the one variable that everyone now has access to with AI.
00:02:49.840 --> 00:02:55.039
An experienced real estate agent's advantage was never volume, it was judgment.
00:02:55.280 --> 00:03:02.240
It was the opinion formed from watching the same market cycle through multiple seasons.
00:03:02.400 --> 00:03:14.080
It was a specific way that you see a negotiation or you see a seller's hesitation or when a neighborhood is about to shift without anyone else talking about it.
00:03:14.400 --> 00:03:21.759
That's not something a newer agent can share or replicate with a$20 ChatGPT subscription.
00:03:22.000 --> 00:03:23.520
Here's the catch.
00:03:23.919 --> 00:03:27.919
It's also not something that shows up automatically in your content.
00:03:28.400 --> 00:03:30.479
You have to put it there on purpose.
00:03:30.719 --> 00:03:32.879
I want you to imagine something with me here.
00:03:33.120 --> 00:03:36.560
You have a nine-year agent, and we're going to call her Maria.
00:03:37.199 --> 00:03:46.319
She starts noticing that a colleague who joined the office a year ago, Kelsey, we'll call her, suddenly is getting more social media traction.
00:03:46.400 --> 00:03:49.120
She's getting more engagement on those platforms.
00:03:49.360 --> 00:03:56.479
More likes and more comments and more shares, and she's posting five times a week, and Maria is posting twice still.
00:03:56.639 --> 00:04:03.280
The obvious read on this from Maria is that she needs to post more, and that's the wrong read.
00:04:03.919 --> 00:04:06.400
What Maria does instead.
00:04:20.079 --> 00:04:22.959
So she stops writing about the market in general.
00:04:23.040 --> 00:04:41.120
She stops making content about market updates and just solds, and she actually starts talking about what she has observed over the last nine years, the patterns that she has repeated, the mistakes that she's seen buyers make in every different environment of this market.
00:04:41.680 --> 00:04:47.759
And the thing that she tells sellers in the first meeting that most agents would never bring up.
00:04:48.000 --> 00:04:49.680
And this is her superpower.
00:04:49.759 --> 00:04:51.600
She has nine years of experience.
00:04:51.759 --> 00:04:56.319
She has also created a reputation for herself where she will ask a client, like, How did you hear from me?
00:04:56.480 --> 00:04:59.759
And that client will say, Oh, you worked with my friend.
00:04:59.920 --> 00:05:02.480
They told me to call you and do whatever you say.
00:05:02.800 --> 00:05:07.680
And that type of authority, AI cannot do.
00:05:08.079 --> 00:05:18.560
AI cannot replicate that type of reputation, and those are the things that she realized that she needed to be showing to the world and putting in her marketing context.
00:05:18.879 --> 00:05:25.360
So she started doing that, and within 60 days, her inbound DMs more than doubled.
00:05:25.519 --> 00:05:30.079
These are from warm leads, people who just saw her on the Insta internet, Instant.
00:05:30.720 --> 00:05:51.120
And her follower count like grew more slowly than Kelsey's, the newer agent in her office, but the quality of the conversations that she was having was significantly more impactful for her business than a number of views or a number of likes.
00:05:51.839 --> 00:06:01.519
People are reaching out already, trusting her before she's even had a conversation with them in real life because of the content she's putting out is so authentic.
00:06:01.680 --> 00:06:03.199
And this is what authority does.
00:06:03.360 --> 00:06:05.680
It scales differently than volume.
00:06:06.240 --> 00:06:08.399
So here is the honest question about this.
00:06:08.560 --> 00:06:18.560
If a first year agent took your last five posts and published them without changing a word, would anyone notice it wasn't them?
00:06:18.639 --> 00:06:21.600
So I'm gonna say that again, because man, that's important.
00:06:21.839 --> 00:06:22.959
Think about this.
00:06:23.360 --> 00:06:30.160
If a first year agent, brand new agent to the business, not even first year, but two weeks, they have a ChatGPT subscription.
00:06:30.399 --> 00:06:32.720
They're putting in the same prompts that you're putting in.
00:06:32.959 --> 00:06:50.480
If they can post the same thing that you posted like for the last five times, and all they did was change the name and the picture, but the content was all the same, would anybody notice that it wasn't you who posted it?
00:06:50.800 --> 00:06:58.720
And if the answer is no, if nothing you've published recently can only have come from you, that's not a content problem.
00:06:59.120 --> 00:07:00.800
That's an authority problem.
00:07:01.439 --> 00:07:06.720
And posting more or showing up being top of mind won't fix it.
00:07:06.959 --> 00:07:15.920
What fixes it is getting specific about what you actually believe, not what the market is doing, not what rates are doing, not top five tips for buyers.
00:07:16.160 --> 00:07:17.439
What do you think?
00:07:17.920 --> 00:07:22.319
What do you what have you seen that changed how you work?
00:07:22.480 --> 00:07:27.120
Where do you disagree with the conventional wisdom in the marketplace right now?
00:07:27.279 --> 00:07:31.360
That's the content that can't get commoditized.
00:07:31.680 --> 00:07:34.000
So here's what I want you to actually do this week.
00:07:34.160 --> 00:07:38.160
We're gonna take three things, and none of them will take more than an hour.
00:07:38.240 --> 00:07:40.800
And if it takes an hour, that's actually a long time.
00:07:41.120 --> 00:07:46.399
First, I want you to stop measuring your content output by quantity.
00:07:46.639 --> 00:08:01.600
And I want you to start asking how much of your actual judgment shows up in each piece, whether that's a mailer, whether that is an Instagram post or a Facebook post, or whether that's an email to your sphere.
00:08:01.920 --> 00:08:07.040
I want you to measure how much of you is in there, what your opinion is in there.
00:08:07.120 --> 00:08:09.519
That's the only number that matters right now.
00:08:09.759 --> 00:08:22.720
Then I want you to identify one belief that you hold about real estate in your specific market that most agents don't share or wouldn't say out loud or don't know.
00:08:23.680 --> 00:08:25.040
Most importantly, don't know.
00:08:25.120 --> 00:08:28.560
And I want you to build one piece of content around that this week.
00:08:28.720 --> 00:08:29.519
Just one.
00:08:29.920 --> 00:08:34.080
Again, this could be a mailer to a neighborhood.
00:08:34.240 --> 00:08:36.000
This could be an email to your sphere.
00:08:36.159 --> 00:08:38.080
This could be a social media post.
00:08:38.320 --> 00:08:43.360
This could be a LinkedIn post or an Instagram reel script.
00:08:43.600 --> 00:08:49.200
Just say something that is yours and use AI to help create it.
00:08:49.679 --> 00:08:54.320
I can help you build your AI in a way that helps you create these things.
00:08:54.559 --> 00:09:02.240
But even if you don't, just make something real that only you could do and see what happens.
00:09:02.799 --> 00:09:15.840
Third thing, I want you to go back and read your last five posts and count the number of times your specific opinion, your experience, your actual take on something appears.
00:09:16.240 --> 00:09:19.440
If the answer is zero, you found the problem.
00:09:19.840 --> 00:09:21.360
Now you know where to start.
00:09:21.600 --> 00:09:24.320
That's why you're not getting anywhere in your marketing.
00:09:24.879 --> 00:09:30.080
The agents who are going to win in an AI saturated market are not the ones who post the most.
00:09:30.159 --> 00:09:43.120
They're the ones who figured out that AI works best when it's been trained to carry something real, when it's a foundation that actually knows what your business is and the architecture of your language.
00:09:43.600 --> 00:09:54.240
Your point of view, built over years of sitting across from clients in some of the most significant financial decisions of their lives, that's real.
00:09:54.639 --> 00:09:57.679
Put it in the work on purpose every time.
00:09:57.840 --> 00:10:00.559
That's what creative authority is all about.
00:10:01.039 --> 00:10:02.799
I'll see you next week.
00:00:00.800 --> 00:00:04.559
Newer agents are using AI to close the gap.
00:00:04.799 --> 00:00:08.960
And yet most experienced agents don't even realize that the gap is closing.
00:00:09.119 --> 00:00:11.039
That's where we start today.
00:00:15.359 --> 00:00:17.519
Welcome to the Creative Authority Podcast.
00:00:17.600 --> 00:00:18.640
I'm Matt Goldman.
00:00:18.719 --> 00:00:34.799
I am a real estate agent with 12 years of experience, and I've used AI extensively in my business over the last three years, but I've also used it to build my business twice over different markets, and I've learned a lot in doing that, and now I'm very interested in helping you learn that same thing.
00:00:35.280 --> 00:00:40.880
Let's start like we're speaking to an experienced real estate agent.
00:00:41.119 --> 00:00:52.479
You've been in the real estate industry for five, eight, ten years, and you probably have assumed, at least somewhere in the back of your mind, that experience buys you something.
00:00:52.960 --> 00:01:02.320
That time that you've put in creates like a distance between you and the agent who just got their license six months ago.
00:01:02.399 --> 00:01:05.280
And for a long time that was true.
00:01:05.519 --> 00:01:09.920
That gap was volume, touch points, output.
00:01:10.079 --> 00:01:14.159
The experienced agent has systems, right?
00:01:14.319 --> 00:01:24.799
You have relationships, you have a database, you have a rhythm, you have lived experience that creates information that translates into content that you can put out into the world.
00:01:25.040 --> 00:01:33.359
While a newer agent is still figuring out how to write an email that doesn't sound desperate and commission hungry.
00:01:34.319 --> 00:01:37.120
That gap is gone.
00:01:37.920 --> 00:01:40.560
It's not shrinking, it's gone.
00:01:41.040 --> 00:01:50.239
A first year agent with a good prompt library and a$20 Chat GPT subscription can now outproduce a veteran on raw content alone.
00:01:50.799 --> 00:01:53.519
Not eventually, now, this week.
00:01:53.760 --> 00:01:59.280
So the question isn't whether it's happening, the question is what are you going to do about it?
00:01:59.519 --> 00:02:04.159
Here's what I want you to understand about this because I think that most people are misreading it.
00:02:04.480 --> 00:02:08.240
The threat isn't in newer agents posting mode.
00:02:08.479 --> 00:02:15.360
The threat is that the volume that used to indicate expertise doesn't anymore.
00:02:15.520 --> 00:02:29.039
When a prospect saw an agent consistently in their feed twice a week, every week for two years, they made an unconscious assumption that this person knows what they're doing, and volume felt like authority.
00:02:29.199 --> 00:02:33.120
It felt like an evidence that person had authority.
00:02:33.520 --> 00:02:49.280
Which means if your strategy right now is to post more often, you're fighting the wrong battle, you're playing the wrong game on the wrong field with the wrong ball, like you're competing on the one variable that everyone now has access to with AI.
00:02:49.840 --> 00:02:55.039
An experienced real estate agent's advantage was never volume, it was judgment.
00:02:55.280 --> 00:03:02.240
It was the opinion formed from watching the same market cycle through multiple seasons.
00:03:02.400 --> 00:03:14.080
It was a specific way that you see a negotiation or you see a seller's hesitation or when a neighborhood is about to shift without anyone else talking about it.
00:03:14.400 --> 00:03:21.759
That's not something a newer agent can share or replicate with a$20 ChatGPT subscription.
00:03:22.000 --> 00:03:23.520
Here's the catch.
00:03:23.919 --> 00:03:27.919
It's also not something that shows up automatically in your content.
00:03:28.400 --> 00:03:30.479
You have to put it there on purpose.
00:03:30.719 --> 00:03:32.879
I want you to imagine something with me here.
00:03:33.120 --> 00:03:36.560
You have a nine-year agent, and we're going to call her Maria.
00:03:37.199 --> 00:03:46.319
She starts noticing that a colleague who joined the office a year ago, Kelsey, we'll call her, suddenly is getting more social media traction.
00:03:46.400 --> 00:03:49.120
She's getting more engagement on those platforms.
00:03:49.360 --> 00:03:56.479
More likes and more comments and more shares, and she's posting five times a week, and Maria is posting twice still.
00:03:56.639 --> 00:04:03.280
The obvious read on this from Maria is that she needs to post more, and that's the wrong read.
00:04:03.919 --> 00:04:06.400
What Maria does instead.
00:04:20.079 --> 00:04:22.959
So she stops writing about the market in general.
00:04:23.040 --> 00:04:41.120
She stops making content about market updates and just solds, and she actually starts talking about what she has observed over the last nine years, the patterns that she has repeated, the mistakes that she's seen buyers make in every different environment of this market.
00:04:41.680 --> 00:04:47.759
And the thing that she tells sellers in the first meeting that most agents would never bring up.
00:04:48.000 --> 00:04:49.680
And this is her superpower.
00:04:49.759 --> 00:04:51.600
She has nine years of experience.
00:04:51.759 --> 00:04:56.319
She has also created a reputation for herself where she will ask a client, like, How did you hear from me?
00:04:56.480 --> 00:04:59.759
And that client will say, Oh, you worked with my friend.
00:04:59.920 --> 00:05:02.480
They told me to call you and do whatever you say.
00:05:02.800 --> 00:05:07.680
And that type of authority, AI cannot do.
00:05:08.079 --> 00:05:18.560
AI cannot replicate that type of reputation, and those are the things that she realized that she needed to be showing to the world and putting in her marketing context.
00:05:18.879 --> 00:05:25.360
So she started doing that, and within 60 days, her inbound DMs more than doubled.
00:05:25.519 --> 00:05:30.079
These are from warm leads, people who just saw her on the Insta internet, Instant.
00:05:30.720 --> 00:05:51.120
And her follower count like grew more slowly than Kelsey's, the newer agent in her office, but the quality of the conversations that she was having was significantly more impactful for her business than a number of views or a number of likes.
00:05:51.839 --> 00:06:01.519
People are reaching out already, trusting her before she's even had a conversation with them in real life because of the content she's putting out is so authentic.
00:06:01.680 --> 00:06:03.199
And this is what authority does.
00:06:03.360 --> 00:06:05.680
It scales differently than volume.
00:06:06.240 --> 00:06:08.399
So here is the honest question about this.
00:06:08.560 --> 00:06:18.560
If a first year agent took your last five posts and published them without changing a word, would anyone notice it wasn't them?
00:06:18.639 --> 00:06:21.600
So I'm gonna say that again, because man, that's important.
00:06:21.839 --> 00:06:22.959
Think about this.
00:06:23.360 --> 00:06:30.160
If a first year agent, brand new agent to the business, not even first year, but two weeks, they have a ChatGPT subscription.
00:06:30.399 --> 00:06:32.720
They're putting in the same prompts that you're putting in.
00:06:32.959 --> 00:06:50.480
If they can post the same thing that you posted like for the last five times, and all they did was change the name and the picture, but the content was all the same, would anybody notice that it wasn't you who posted it?
00:06:50.800 --> 00:06:58.720
And if the answer is no, if nothing you've published recently can only have come from you, that's not a content problem.
00:06:59.120 --> 00:07:00.800
That's an authority problem.
00:07:01.439 --> 00:07:06.720
And posting more or showing up being top of mind won't fix it.
00:07:06.959 --> 00:07:15.920
What fixes it is getting specific about what you actually believe, not what the market is doing, not what rates are doing, not top five tips for buyers.
00:07:16.160 --> 00:07:17.439
What do you think?
00:07:17.920 --> 00:07:22.319
What do you what have you seen that changed how you work?
00:07:22.480 --> 00:07:27.120
Where do you disagree with the conventional wisdom in the marketplace right now?
00:07:27.279 --> 00:07:31.360
That's the content that can't get commoditized.
00:07:31.680 --> 00:07:34.000
So here's what I want you to actually do this week.
00:07:34.160 --> 00:07:38.160
We're gonna take three things, and none of them will take more than an hour.
00:07:38.240 --> 00:07:40.800
And if it takes an hour, that's actually a long time.
00:07:41.120 --> 00:07:46.399
First, I want you to stop measuring your content output by quantity.
00:07:46.639 --> 00:08:01.600
And I want you to start asking how much of your actual judgment shows up in each piece, whether that's a mailer, whether that is an Instagram post or a Facebook post, or whether that's an email to your sphere.
00:08:01.920 --> 00:08:07.040
I want you to measure how much of you is in there, what your opinion is in there.
00:08:07.120 --> 00:08:09.519
That's the only number that matters right now.
00:08:09.759 --> 00:08:22.720
Then I want you to identify one belief that you hold about real estate in your specific market that most agents don't share or wouldn't say out loud or don't know.
00:08:23.680 --> 00:08:25.040
Most importantly, don't know.
00:08:25.120 --> 00:08:28.560
And I want you to build one piece of content around that this week.
00:08:28.720 --> 00:08:29.519
Just one.
00:08:29.920 --> 00:08:34.080
Again, this could be a mailer to a neighborhood.
00:08:34.240 --> 00:08:36.000
This could be an email to your sphere.
00:08:36.159 --> 00:08:38.080
This could be a social media post.
00:08:38.320 --> 00:08:43.360
This could be a LinkedIn post or an Instagram reel script.
00:08:43.600 --> 00:08:49.200
Just say something that is yours and use AI to help create it.
00:08:49.679 --> 00:08:54.320
I can help you build your AI in a way that helps you create these things.
00:08:54.559 --> 00:09:02.240
But even if you don't, just make something real that only you could do and see what happens.
00:09:02.799 --> 00:09:15.840
Third thing, I want you to go back and read your last five posts and count the number of times your specific opinion, your experience, your actual take on something appears.
00:09:16.240 --> 00:09:19.440
If the answer is zero, you found the problem.
00:09:19.840 --> 00:09:21.360
Now you know where to start.
00:09:21.600 --> 00:09:24.320
That's why you're not getting anywhere in your marketing.
00:09:24.879 --> 00:09:30.080
The agents who are going to win in an AI saturated market are not the ones who post the most.
00:09:30.159 --> 00:09:43.120
They're the ones who figured out that AI works best when it's been trained to carry something real, when it's a foundation that actually knows what your business is and the architecture of your language.
00:09:43.600 --> 00:09:54.240
Your point of view, built over years of sitting across from clients in some of the most significant financial decisions of their lives, that's real.
00:09:54.639 --> 00:09:57.679
Put it in the work on purpose every time.
00:09:57.840 --> 00:10:00.559
That's what creative authority is all about.
00:10:01.039 --> 00:10:02.799
I'll see you next week.
