Episode 16: Are Realtor’s Accidentally Destroying Their Own Value with AI?

Chris Cook (00:08):
Johnder, welcome to Mind Your Real Estate Business. How you doing today, bud?

Johnder Perez (00:12):
Good. Thank you. Thank you for having me, Chris.

Chris Cook (00:14):
Of course, yes. As we were just laughing before, we were going to talk about UFOs, so I don’t think we’re going to do that.

Johnder Perez (00:22):
I wouldn’t rule out the possibility still, so I mean, I’m up for

Chris Cook (00:25):
It. I think that though, I mean, what precipitated this conversation was we were talking about NVIDIA, we were talking about AI, we were talking about how this stuff all kind of fits together with real estate specifically. And I know that you’ve done a lot of preliminary and beyond research on AI and how that fits into real estate. I think this is one of the big questions that’s really out there is I think there’s a lot of people really pushing. If you don’t have AI in your business, you’re going to get left behind. And at the same time, we are still a heavily based professional business that requires belly to belly interactions. What’s your take on where AI has come in the business and where it’s taking us? It’s a big question to start, I guess, but

Johnder Perez (01:25):
Let’s start with that. It’s a great question. So I no means want to position myself as an expert. I do lead up our technology and on some of our initiatives, I consider myself a lifelong learner. So just like many of you, AI, there’s just so much coming out on a daily basis. And you got to think of whether some of it is for business and marketing purposes, valuations of companies, they just got to churn out something just to maintain the relevance of their projects. But narrowing it down to what you said, Chris, is how do we use it in our real estate business? So I’ll start with a simple answer and then we can dig deeper into that. This might sound like a very super basic analogy, but let’s say I’ve got a hammer and so I’ve got this tool. What do I do with this tool?

(02:10):
 I start looking for things to hammer. So I may not necessarily have a project in mind, but all of a sudden I’m looking for, what can I do with this? Is there a nail there? Is there something here that needs to be fixed? And so for some, this is what AI is. It’s like, I’ve got AI, I’ve got this tool, now what do I do with it? And so what you end up experiencing in those kinds of situation is you don’t really have a challenge or a problem that you’re trying to solve. Rather, you’ve got a tool and now you’re looking for things you can do with this tool, which in some cases it’s great because you do find that nail in the wall that you needed to hammer all this time, but some of the times you don’t find that nail and then you start punching holes into a wall for no reason.

(02:52):
 And so that analogy, basically the way I look at it is, yeah, you’ve got, I can list hundreds of different AI tools. Are you using it to solve a bona fide problem or are you just using it because you saw somebody utilizing it, you have no clue what you really want to do with it, and you’re just fixing things that maybe weren’t problems to begin with. And so I think what we’ve got to really discuss is what should a realtor’s approach be to utilizing AI? Should it be finding the problem or challenge that they want to fix first or getting to know a tool and then looking for ways to use that to fix problems they may or may not have?

Chris Cook (03:33):
And I guess, I mean, the other thing that I’ve come up against, and I see it all the time, is where I think AI is being used in applications that aren’t helping their business. It’s actually having the opposite effect and it’s taking the personality out of the game. And I think this is something that we have to be really wary of is if we use it in the wrong application and it dehumanizes the part that shouldn’t be. And I find it really actually, to be honest with you, I find AI to be quite a labyrinth. I find it really quite confusing. And I get pulled back all the time by my admin at Olga where she’s like, “Not AI. Stop using that term AI interchangeably with automations or systems.” There’s a difference between an automation and a system and AI. They are not the same thing.

Johnder Perez (04:39):
Yeah. Well, this is the buzzword of the day. AI has been around, if you read the history of it, and by all means, I’m not the encyclopedia of AI history either, but ever since what, 50, 67, there’s always been AI. Siri in a sense was early forms of AI, but they didn’t really use AI as the buzzword. Again, going back to the idea that this is a marketable term, there’s a lot of businesses with stakes, like high stakes in this. NVIDIA needs to sell GPUs for AI processing. They’re building massive data centres, which apparently the power supply isn’t sufficient to even get these things online. So it would be fair to say that it’s the buzzword of the day. And you know what this is like is once you have this buzzword, everybody wants to throw everything. All of a sudden, automations are AI, systems are AI, checklists are AI.

(05:28):
 And what it really is, you’ve got to look at the different kinds of AI. The most popular model being large language models, which is effectively, it’s word based. And then you get into the coding based AI agents that do code for you based on prompts.

(05:44):
 And I think for a realtor, in order for this not to become elaborate, you’ve got to start with what’s the problem. I’ll give you a case use that’s pretty legitimate. So a realtor doesn’t have a listing presentation. And some realtors have said, I quote Mike Malley all the time for this, is that one of the reasons why a realtor doesn’t want a prospect is because they knock on a door and all of a sudden somebody actually wants to list a house with them, they have no presentation to give. And so they lack that confidence to prospect because they might actually get a listing. And so let’s say you’re a realtor and here’s where AI is useful in a sense. You have no idea, you have no listing presentation, which if you were at RE/MAX Hallmark, you wouldn’t have a problem with that. But anyway, that’s a different story.

(06:30):
 You have a situation where you need a listing presentation, maybe you go to ChatGPT or any of the other LLMs that accept a prompt and because they’re text based, you put in a prompt, “Hey, can you please help me create a real estate listing presentation for whatever scenario?” Then it generates what it feels should be in a listing presentation. Now, mind you, I’m paraphrasing a lot of this stuff. A lot of this is super simplified. So as a professional realtor, you should use this merely as a starting point, but let’s say I wanted to, within 10 minutes, come up with one, this is where AI can help you in terms of speeding up your time with a useful tool. So now you’ve got this prompt, you’ve got what it spat out at you, then you can utilize something like one of my favourite preferred presentations is Gamma, Gamma.app.

(07:26):
 So Gamma.app, what it does is it takes that textual based output and it can actually generate within less than a minute a full on visual presentation of what you’ve put into it. So there’s an example of two tools, right? ChatGPT, Grok, Gemini, whatever you want to use, Anthropic, Claude. You put it into something like a Gamma.app, and now you can generate an entire listing presentation. Maybe you hop onto Canva. Canva, you go into it and you type in a prompt for graphics. Mind you, Gamma.app also has graphics. So as a realtor, all of a sudden, within 10 minutes, you’ve gone from not having a listing presentation to having a listing presentation. Now, is it the best one? I don’t know. Did it get you that listing? But it’s certainly a starting point and it helps speed up what you don’t have. Maybe you have something that you can actually work with.

(08:23):
 And I can go on and on with practical applications, Chris.

Chris Cook (08:28):
Yeah. And I think that these are all things that probably get underutilized by a lot of agents where they’re not getting the most out of it. And so as you were talking, I was just taking a couple of notes and I was thinking specifically about the listing presentation as an example. And through my last year of working on the leadership team at RE/MAX, Hallmark, and also with this podcast and talking to different agents that are very successful, one of the things that I’ve come to realize is that the effect of AI is that information has gone to zero. The value of that information has gone to zero. Anybody can put together a listing presentation. Actually, somebody that maybe has zero real estate experience, but has a lot of tech experience could probably put a better one together than me. Where I think that this is really important is to say, okay, you can have this kick butt listing presentation that AI generates for you, but because if the value of information’s gone to zero, what has replaced information?

(09:53):
 And that is the consultant, the ability to consult, to go in and talk to somebody on a human level. And there’s a couple agents that I’m thinking of specifically and they show up with nothing. Everything is in their heads. They know what every house smells like in that neighbourhood.

Johnder Perez (10:18):
Yeah,

Chris Cook (10:18):
There you go. And that’s something that AI can’t replicate. So when you sit in front of a seller and they say, “How much is my house worth?” And you go, “It’s worth 1.7.” And they go, “I think it’s worth 1.8.” And you say, “Well, actually three houses sold on this street exactly the same as yours in the last month, and I was in them. I actually listed two of them.” How do you compete against that with something that AI created for you to walk in with? Maybe instead of building confidence with AI, you could build confidence with experience and actually going. And experience doesn’t mean that you necessarily listed those houses, but did you go in them? And I know we’re talking about AI, but I think one of the things that I really want to stress is AI isn’t going to replace your experience.

(11:11):
 Let’s start with that as a base is that AI is a tool. Like you said, it’s a hammer. I love that you used the word, that they used the tool and it’s a hammer because I always got accused of having two tools in my toolbox, a hammer and a bigger hammer. I’ve never been a big tool sort of guy.

(11:34):
 But I think while I’m saying how important the consultant part of our business is, being able to augment it with the right sized hammer.

Johnder Perez (11:44):
Right. Well, it’s the human element, so I’m glad you brought that up because I don’t want to turn this into an AI bashing episode. I mean, I love the tools and what it’s used for, but you’ve got to put it into context. So exactly what Chris said, this means that today, any realtor with either zero to X number of years experience can do the same things with AI just by prompting it. Mind you, they have to prompt it properly, but I’ll give you another example. So there’s this tool called HeyGen, and there’s several of these tools that can clone it. This is real me, by the way, but if I feed this into something like a HeyGen or even just my image, like a headshot, I can all of a sudden create a clone of me that’s like an AI based clone, and then I can just go to ChatGPT and say, “Hey, can you make me a market update script?” And then from that output, copy and paste it into, HeyGen, HeyGen creates a video of the AI me talking.

(12:35):
 I don’t even have to shoot anymore. But here’s a question, Chris, and for everybody listening and watching this, like when everybody has the capacity to do that, what becomes all of a sudden novel or authentic is the actual human content. So we’re reaching a point where if everybody’s churning out AI content and I’m a human being, who do I want to start watching? And there’s Sora, for example, I don’t know if any of you are on Sora, the actual social network, which is like the TikTok of AI, the AI of TikTok, whatever you want to say it is. And all you’ve got to do there is generate content by prompting. So I can put in a one liner and it’ll generate that content for me with zero effort except for the poor GPUs that I have to churn this stuff out. And so I started watching this and of course you go down that rabbit hole and I’m like, “What am I actually getting out of this?

(13:29):
 ” And are the resources that AI’s capacity has really being put to something that’s going to benefit humanity or is it purely an entertainment factor? So if you’re a realtor and you’re tempted to turn yourself into an AI caricature and you’re just feeding it scripts, well, guess what? Everybody can now do that as well. So what you’re doing is not going to be unique, but then you’re going to be, let’s say you’re posting this on your social media, Instagram, Facebook, LinkedIn, YouTube, wherever, even on TikTok, then every realtor is thinking like you, putting out that same content, all of a sudden it’s just AI talking. As a human being, what’s going to become awesome for me is if I see an actual person walking into a house or talking about how to fix their house up in order to get it ready for sale, talking about the benefits of staging, maybe talking about a deal that they had issues with.

(14:23):
 And so Chris, to your point about that, the stories of real life authentic experience become more valuable than AI churned generic content that any LLM can produce and any video avatar AI platform can make. And so again, I’m not ruling out the use of AI. It could help you. For example, if I want to create a market update and I created my own script and I say, “Hey, maybe clean this up for me. Maybe make the sound a little bit less serious, more funny, if that’s you, if that’s your personality.” Maybe you have language barriers, which is understandable. English was not my first language either. Maybe you put it in there and say, “Hey, can you correct my grammar for me, but still make it sound like me? ” So there’s certain uses which I find within the acceptable range, but it’s up to realtors here or anybody using AI for anything to determine at what point does the use become no longer authentic me, especially since you are a brand that you’re selling in real estate.

Chris Cook (15:20):
So here’s a question for you because I’ve seen what ChatGPT has done for me over the last year of really using it at a more consistent sort of level. And so I’ve got the memory turned on, which I think everybody should have the memory turned on. And what I’ve noticed is if I’m stuck on something, if I need a bump, I can go in there and I can say using my vocabulary, using the way that I speak, and it’s able to actually replicate that pretty well. Would you be able to do that, do you think, on the video level as well, is to say I want a video that’s … If I’ve got a library of real videos and I say, okay, now that you know me and you know who I am and how I act, I’m going to start supplementing these videos maybe three out of 10.

Johnder Perez (16:18):
Right. That’s very interesting because I feel the technology is already there and you’re effectively asking my mannerisms, like the way I move my hand and the way I am versus if I put myself right now on video, it’ll do the generic, yeah, I twist my head a little bit. And I think it probably requires a bit more power to learn every single visual pattern, but I don’t think it’s impossible right now. In fact, I think some of these platforms like HeyGen, which is H E Y G E N, HeyGen, I think a lot of these platforms do have the capacity of doing this right now because if you’re looking at some creators are turning prompts into Hollywood level stuff with specifics of how the actor or actress should look or turn or how they twitch their eye or move their mouth or whatever it is. So you could probably train … Again, I’ll have to look this up because it’s the first time I heard of this being asked, but I don’t think it’s out of the realm of possibility.

(17:23):
 In fact, I think the technology exists. You probably just have to give it enough videos to learn.

(17:31):
 There’s an app called ElevenLabs. And again, the spelling of these things are just too funny. I think Eleven is E L E V E N labs, just look it up, but that’s what I started playing around with to clone my voice. And it’s very eerie because sometimes you could put my real voice against that and it got to a point where it’s almost hard to tell. If you don’t speak with me enough, you wouldn’t know which one was me. But then you’ve also got people using this for bad things. Imagine you’re scamming somebody, you’re pretending to be somebody who you’re not really, your mom or relative picks up the phone and they have no idea that it’s actually you. And some of these voice apps, they’re almost real … I mean, many of them are actually real time now that there’s no lag between you talk to them and they talk back with you.

(18:19):
 In fact, some customer service stuff is being run this way. So Chris, whatever you think of is either already a possibility or close to being a possibility. I mean, talk about coding. I have no development and coding experience. I’ve coded a couple of apps. Now, do I tap myself on the back and say, “Hey, yes, I’m Bill Gates now?” I don’t think so

(18:41):
 Because I published these apps, somebody hacks into them, well, all of a sudden that proved completely useless, but did it help me understand app development and appreciate what developers do more when I can see how it’s being built? 100%. Right.

Chris Cook (19:00):
The reason why I asked that and why I put it the way that I did is because I think that there are tools, there are AI based tools that you can use to supplement what you’re doing and strengthen who you are. Two of them, which I’m not sure if I’ve ever shared these ones with you in particular, but they’re real basic sort of AI tools that are available online for free. These are web based applications. The first one that I ever started using was, it’s an application called Hemingway App or the Hemingway Editor. Not anybody that doesn’t know who Ernest Hemingway is, he’s the reason why all our books aren’t written in Shakespearean language. He writes the way we talk. His prose were, he was the first person to do that. And what was so great about Hemingway was he was a journalist first and then he was an author, but he never lost his journalism roots.

(20:08):
 And so when you read one of his books, they are simplistic, so simplistic. And this application helps simplify your writing so that it’s readable by somebody that maybe is just waking up in the morning, a.k.a. a newspaper or something like that. And what it does is it doesn’t simplify the topic, it simplifies how it’s read. So I use this to stop writing like I’m writing a university essay

Johnder Perez (20:41):
Because

Chris Cook (20:42):
So many people do. If I want to get my information consumed, whether it’s on social media or it’s on an email or whatever, this is an application that is sort of entry level AI. And I would suggest you go in there Hemingway Editor and just copy whatever it is you were going to put, put it in there and watch all the red and yellow show up. And it’ll tell you this is extremely difficult to read. And when I started using this, all of a sudden my open rate went way up.

Johnder Perez (21:16):
Yeah. And I’ve noticed because I read your email, so I know

Chris Cook (21:20):
Yes, I do send them to you.

(21:21):
 And then the other thing that I use, which is an amazing tool, and I think a lot of people will plug in, they’re like, “Create a headline for my email that’s got a good hook or whatever.” And ChatGPT will produce that for you, but it’s not you. And it doesn’t actually have all of the different elements that are really essential for high open rate. So there’s another piece, another AI tool that I use called CoSchedule Headline Editor. And what this does is I go in and I actually write the headline. And so I would go into Headline Editor and I would say, “Johnder and Chris have most amazing conversation about real estate in 2025.” And it’ll tell me, okay, that’s a headline score of 57, and I know I’ve got to get it up to 70, and it starts telling me where the weaknesses are and how to actually fix them.

(22:24):
 So over time, the more I use the Headline Editor, the better I am at actually writing headlines, I start to understand what grabs the consumer’s attention, what will make them open this. So I’m actually becoming better as a person, as a realtor, as an author. I’m becoming better at my job instead of just relying on ChatGPT to do it for me.

Johnder Perez (22:52):
Exactly. Yeah. And I think that’s a key, this thing, funny you mentioned Ernest Hemingway because one of my high school book reports was on The Old Man and the Sea.

Chris Cook (23:01):
Yes.

Johnder Perez (23:01):
And the teacher warned us, my English teacher warned us or warned me specifically because I picked that book. I was like, “It might be a short book, but I have high expectations as to how you’re going to analyze this. ” And it’s true because despite the length of that specific book, exactly to what Chris writes is what Chris said is that even if you’re a university educated, even got a master’s degree or whatever it is, you’ve got to remember that your content is for consumption and you’ve got to understand that everybody’s got different reading levels, but it’s also about simplicity. Everybody’s drowning in noise right now and you want to make some Shakespearean language explanation of how you do your real estate processes and over complicate things. You got to remember that everybody reading your stuff is consuming energy and their own power and they’re going to get tired or they’re going to get frustrated.

(23:52):
 So that’s really interesting to point out. And anything that improves the way you do your business, I’m a fan of using ChatGPT for let’s say objection handling. You can use voice from any of these AI tools so you could start a prompt like, “You know what? I’m a real estate agent. Pretend you’re a client. I want us to practise objection handling.” Now, does that beat human interaction? Of course not. You could get a bunch of buddies. I can go on a Zoom with Chris or better yet face to face and we can have fun with this, but let’s say you wanted to spruce up your skills and you’ve got no other option for that live interaction at that point, or you want to just go for hours on this, of course you’ve got an AI buddy who can help you out with that. So I guess the main point is that there’s a ton of these tools, a ton of users, but don’t just grab a hammer and start banging on everything.

(24:45):
 Figure out a problem first and then pick a tool that’ll help you. And if you don’t know what the tool is or how to use it, you can even go to the AI and ask it stuff. So even for systems and automations, like I know Chris and his team are a big fan of tools such as Zapier and all these other fancy things.

(25:03):
 There’s AI agents, there’s MCPs, you can program a whole bunch of things to do stuff for you and you can ask AI to do it, but you also have to step back and ask, “What am I really accomplishing here? And is this really the goal of what will help my business?”

Chris Cook (25:21):
And I think this comes to a really great point. I think a lot of agents are in a really big hurry to offload responsibilities and tasks before they have a full grasp on how it actually is done. For example, a listing presentation, a listing presentation should be something that you can deliver by email, I think, before you actually meet with the client. And it’s not a listing presentation, it’s your process. That’s what this is. It’s your process. How are you going to take somebody from where they are to where they want to be safely? And then once you’ve delivered that, then you can do where the secret sauce is. And this AI will never fix this. You sit with them and understand why on earth do you want to sell your house? Tell me what has gone so wrong with this house that you got to sell it and move.

(26:30):
 And I don’t see AI actually doing that job anytime soon, but if you’re going to offload … You just mentioned my love of systems and automations. I first really understood what I want to deliver before I asked somebody to systemize and automate any of those things. Automations can be really dangerous because they’ll start delivering … It’ll just deliver. This is a soulless computer. It doesn’t care.

Johnder Perez (27:04):
That’s right.

Chris Cook (27:04):
I’ll share you with you in an example. So I had our first version of automations. Once a client came into our ecosystem and it followed the logical steps, the offer goes in, it gets uploaded in our program. We had a conditional period for five days. Most people, at the end of the five days, there’s a notice of fulfilment that the deal firms up. Well, in this particular case, the deal didn’t firm up and we had to do a mutual release. And about an hour after the mutual release was signed, an email went to the client that said, “Congratulations on your new purchase.”

Johnder Perez (27:50):
Oh, boy.

Chris Cook (27:52):
So you’ve got to understand really what it is your business is before you start throwing automations in. Otherwise, it’s going to make you look really foolish. And I think this is why a lot of people are afraid and rightfully so to take their hands off the controls. But this is why I think before you start going in and looking at which size hammer you want for AI, you should have a really good idea of how your business runs, what’s important to you, what’s important to your clients, and find a way to start that’s small. For me, Hemingway Editor.

Johnder Perez (28:34):
Yes.

Chris Cook (28:34):
That’s where I started. I started with one thing, and then I started layering on different things to the point where my admin, like Olga, she was like, “Stop it. Stop it. This actually isn’t helping the business.”

Johnder Perez (28:51):
Yeah. And you got to ask exactly what you said, Chris, is what is the impact you’re making on the other human being? Now it’s humans versus AI is what we’re getting into because when things were getting crazy, I’m like, “Wow, this can really do a lot of this stuff.” And so I was tempted. I’m like, “How much of the stuff that I do on a daily basis that maybe I’d rather not spend as much time doing can I actually get this thing to do? ” To the point of thinking of, “Okay, why don’t I get all of my emails automatically responded to by AI as well?” But then you got to think of it. And mind you, all of these are possible things today. You could literally program your Outlook or Gmail to go into a process where it goes into the large language model, it reads the email, it composes an email to the point where it actually sends it out to you and you have no interaction with the email at all.

(29:39):
 And then all of a sudden I’m thinking, is this really what I want this to do? And what does the person on the other side think about that email when I send it to them to the point of like if some of you are … If you’re in real estate, you know what I’m talking about when you get client emails and emails from your broker, manager, from other agents and all that that, but let’s say you’re an office worker and you’re getting emails from your bosses, from suppliers, from contractors all day long, and you’re like, “You know what? I’d rather not do this. ” But then you realize, hey, I started to actually love replying to emails more after I played around with that experiment because I’m like, “You know what? The nuance of you as a human being, reading another human being’s email to you and then your brain thinking of what is this problem or challenge or what is this conversation going to be about and how do I respond?” You all of a sudden appreciate that more when you realize that there’s a tool out there that can make this all go away.

(30:36):
 And I know, Chris, you probably know there’s some people that are just straight up, “Here, reply to this email for me. ” And then you can sort of get and see whether that’s authentic to them or not really. And these days you can make an email using AI, you can make an email as long as you want, if you really want to get on somebody’s nerve, “Hey, turn this one sentence concept into a thousand words.” You can do that. You can also do the opposite. “Hey, this is a super complicated situation. I want you to simplify and summarize it. ” So one of my case uses in just the past week, there was a whole emails going back and forth. I mean, you know how our business runs, there’s a bit of a disagreement about something. So I went back and looked at emails from two, three years ago, I put them all into the AI and I said, and of course I’ve read and I understand the context, but I’m like, you know what, why don’t you summarize it, bring up the key points, bring up the timelines and just simplify it.

(31:32):
 Something like that is great. And of course I add my own bits and pieces to it, but I would never have been able to do that that quickly if I did it one by one. And we’re talking about like 20 emails from two, three years ago. So you choose what you want to do. If you want to replace yourself with AI, then your human authentic value all of a sudden just goes down. But I think it’s a human and AI alliance that we’re looking for is that what are these tools capable of helping us do faster, learn faster, do more things, but add that human cherry on top. You’ve still got to be there as a human being. Otherwise, what’s the point? The next level of machines Elon Musk puts out there might as well replace human beings.

Chris Cook (32:17):
And my theory on this has always been, I think as technology starts to really ramp up, I think we have really two choices, maybe three. One is that we live in a utopia. It’s probably not going to happen because the human condition is that we have to feel useful. We have to be doing something. So I don’t think the utopia thing is on the table. The other one is that we get completely taken over by machines. But I think what’s more likely is the third option, which is that merge, like the Borg. You’re a Star Trek fan, you watch that stuff? The

Johnder Perez (33:00):
Borg, yes.

Chris Cook (33:01):
The Borg, right? Where they

Johnder Perez (33:02):
We’re not far off from UFOs now.

Chris Cook (33:04):
Yeah. So they assimilate and they assimilate and become part of the machine. And this is where I think the real value is if we could imagine a world where there’s no malware where the human brain doesn’t get hacked or anything

Johnder Perez (33:20):
Like that.

Chris Cook (33:20):
Ideally. Ideally, yeah. So my hybrid right now is email drafts. So I actually have AI do a lot of my heavy lifting for … All of our client follow up is done by a pre written email that is triggered, but there’s other emails that are responded to by AI, all of my emails actually, but they get put into drafts. And so rather than sifting through my emails and then responding one by one, I go through the draft inbox. And so some of them I just delete.

Johnder Perez (34:00):
Makes sense. Yeah, that makes sense.

Chris Cook (34:01):
But other ones, I’m like, yep, that’s fine. Off it goes, if something deserves a personal response, then all I have to do is delete what AI did and rewrite it, but the email draft is there. So that’s my prompt for that. And then the other one that I love is my weekly emails that you receive. I drop those into ChatGPT and I say, turn this into a full length blog.

Johnder Perez (34:26):
Yes, brilliant.

Chris Cook (34:28):
Now I don’t have to write any of that stuff. And then the blog goes straight to our web guy and he uses that to boost our Google ranking profiles based on the blog. So I think there are things like, but it took me over a year to start figuring out how to use AI for just those two things to a place where I was like, yeah, I’m confident with this. I can let AI take over here.

Johnder Perez (35:00):
Yeah. Well, I mean, but what’s interesting with how you’re doing it is you still have that human touch because your emails, mind you, if you’re turning it into a blog, but that blog came from an original idea that came from you.

Chris Cook (35:12):
Right.

Johnder Perez (35:13):
And so realtors that have problem creating content, you’ve got to be at least in tune with your market to have an opinion of it. What do you feel about sales, inventory levels, interest rates, this and that? I mean

Chris Cook (35:28):
So full disclosure, my weekly email, if I’m stuck, I will go into ChatGPT and I’ll say, give me five relevant news articles that have been in the news in the last seven days that specifically target East York. And then it’ll give me five ideas and that may spawn a completely different idea. I use AI to bring up ideas

Johnder Perez (35:55):
Yeah, which is research. Yeah.

Chris Cook (35:57):
One of the best things you can do, and you mentioned it right at the beginning, case studies. Talk about something that happened in your business, talk about a problem that you solved, talk about a client experience, that stuff people, I think as we get more and more into the technological aspect of all business, don’t forget that not that long ago, we’re all sitting around a campfire telling stories.

Johnder Perez (36:28):
Exactly.

Chris Cook (36:29):
And social media, email, all these things, do not underestimate the potency of telling a story that is from the heart. It’s you, this happened to you, this is a real thing.That’s going to promote you and your business stronger than anything that ChatGPT can draft up for you. I think on that note, Johnder I want to say thank you for your insight into

Johnder Perez (36:59):
Absolutely.

Chris Cook (37:00):
… AI and some of the perils that do exist with it, I think we know this isn’t going anywhere. We’re going to be more and more inundated with technology and artificial intelligence. I think the takeaway is how do you keep the consultancy part of your business and embrace the AI into the parts of our businesses that really don’t need us?

Johnder Perez (37:31):
Right. Yeah. Yeah. And I think it’s the human interaction part. And again, we can go through automations and this and that all day long, but at the end of the day, I think we can reduce the concept to what kind of an impact do you want to make to another human being? How do you want to make them feel? And is AI part of that or are you part of that? That’s the biggest question.

Chris Cook (37:55):
Yeah. And I do think that the answer is like the Borg, it’s going to be both. I think we’re going to be some sort of combined version where our best version is the one where we combine the tech. Hopefully we don’t have implants. We’ll see. Time will tell. Awesome. I’m glad we got around to the sci fi here at the end.

Johnder Perez (38:17):
Absolutely. Hey, we’re not far off from UFOs. I mean, we still got to know.

Chris Cook (38:20):
We got some time to talk about UFOs and we can talk about Jensen and …

Johnder Perez (38:26):
And that’s for another episode.

Chris Cook (38:28):
We’ll save that. We’ll go to conspiracy theory. Nice. 2.0. Awesome. Thanks, Johnder. I appreciate you. Thank

Johnder Perez (38:34):
You, Chris, for having me. All right.