Realtor Creates AI Tool to Make Your Listings Shine
In a quest to make her property listings stand out from the ChatGPT crowd, one Realtor® built her own AI tool —and is saving 30-40 hours a week on writing social media posts and listings.
Real estate centers on relationships. Or at least it should. Yet, during the past several years, the profession has increasingly emphasized the creation of content.
The amount required can seem never-ending, says Orlando-based Realtor®, Anne-Marie Wurzel, Mainframe Real Estate. During her 21 years in the business, she’s found herself spending more and more time writing everything from newsletters and property descriptions to social media captions.
“These days, you must be on social media, not just Facebook or Instagram, but all platforms and all the time,” she explains. “And, since each platform has a different culture and audience, you need to come up with different captions for each one. People are watching how we promote our listings, how we write about them, how we present them. It can be daunting to do all these things and do them well. Social media marketing is a full-time job.”
To expedite copy creation, she considered using common AI tools, but didn’t want her messaging to sound generic. “Have you noticed how so many property descriptions are basically the same now?” she says.
Determined to avoid that outcome, Wurzel—a former advertising copywriter—decided to build a real estate content creation app.
She teamed up with an expert in prompt engineering and a real estate coach. The tool they created, Furthre, which leverages AI’s efficiency, without compromising copy quality and voice.
Furthre is easy to navigate. Users simply select the type of content they need to create (like social media captions) and fill out and submit a quick form.
Wurzel, both a cofounder and regular user, relies on Furthre to generate several types of content:
- Social media captions: “You can choose from 25 different tones and six personalities,” she says. Then the app produces text tailored to each platform. Wurzel posts on Instagram (her go-to), plus TikTok, Pinterest, Facebook, LinkedIn, YouTube and YouTube Shorts.
- Newsletter content: Wurzel estimates she spends about 2-1/2 hours less time on each newsletter she writes than in the past.
- Property descriptions: Wurzel saves about 30 minutes per property description.
- Negotiation scripts: The app generates the basis for offers and counters. “I use Furthre in contentious transactions, to help me remain level-headed in written communications,” she explains. “It’s great for new agents or agents on large teams who need ideas for presenting and countering offers,” she says, “perhaps when their team leader is busy.”
- Editing: The app also polishes Wurzel’s drafts so they’re ready for publication.
“Furthre has been a game changer for me,” Wurzel says. She estimates she saves 30-40 hours each week on writing—time she can now devote to her clients and family.
Dina Cheney is a Connecticut-based freelance writer.