Debunking AI myths with Jason Abrams

HousingWire

This week on RealTrending, Tracey Velt sits down with Jason Abrams, the head of industry and learning at Keller Williams Realty International, to explore the transformative potential of AI in all aspects of real estate.  Jason shares insights from his AI playbook, debunking myths and offering practical advice on leveraging AI tools to stay ahead of the competition.  Here’s a glimpse of what you’ll learn:  Why AI is a tool, not a threat, to real estate agents  The two biggest myths about AI and how they hold agents back  How to craft master prompts to personalize AI interactions  The role of AI in lead generation and productivity  Legal and ethical considerations for using AI responsibly  Related to this episode:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  ⁠Jason Abrams | LinkedIn⁠ https://www.linkedin.com/in/jason-abrams-8949b85b/ ⁠Keller Williams⁠ https://kwri.kw.com/ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠HousingWire | YouTube ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ https://www.youtube.com/channel/UCXDD_3y3LvU60vac7eki-6Q ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More info about HousingWire⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ https://lnk.bio/housingwire The RealTrending podcast features conversations with the brightest minds in real estate. Every Monday, brokerage leaders, top agents, team leaders, and industry experts join us to share their secrets to success, trends, and the lessons they’ve learned. Hosted by Tracey Velt and produced by the HousingWire Content Studio.

Transcript

00:00Will AI replace real estate agents? That's the question I asked Jason Abrams. He's the head of

00:07industry and learning at Keller Williams. He wrote an entire playbook on using AI and he has a second

00:13part coming out soon. And we talk all things AI and how to use it, why you should build a master

00:19prompt, what are some of the questions you should be asking it, and how to get started. So enjoy the

00:26podcast. Jason, thanks for joining the Real Trending Podcast today. My honor. Thanks for

00:31having me. Yeah, we're going to talk all things AI and I'm just going to start right out with it. I

00:37mean, a lot of agents see AI as a threat. I know that Keller Williams did a whole playbook on using

00:43AI and I want to know your perspective. Do you see it as a threat? How do you view AI as far as

00:52how agents could possibly use it? No, you know what? I don't see it as a threat. I see it as a

00:57tool. And here's the thing about how we quote unquote see something. I believe life is an inside

01:02job. So it happens first inside and then outside. So if you wake up every day and you're constantly

01:08looking for threats and the sky is falling, I promise you friends, you will find it. There was

01:13a great book written, Think and Grow Rich. And I think the best part of it is the title, Think and

01:19then Grow Rich. So I would say it's the same thing for AI. Think and then AI. And here's what I mean.

01:26I don't think that AI is coming to replace the real estate agent. I do think that AI is wild about

01:32replacing your busy work. And I think that real estate agents that don't use it may very well

01:37make less money than real estate agents that do. Because whether you like it or not, friends,

01:43your clients are already there. I'll prove it to you, Tracy, right? Think about how many times you go

01:49to Google now and you type in your question. And instead of clicking on any of the links below it,

01:54you just take Gemini's word for it. So whether they made a conscious choice or not, your clients are

02:00doing the same thing. And the number of people clicking stuff is getting smaller every day. Google is

02:05actually disrupting itself in that way. So if your clients are using it in their life and you're not

02:12using it in the largest illiquid purchase of all of their assets, I think they're going to look up

02:18and say something is off. Now, does that mean you go out of business today? Absolutely not. Does it

02:24mean if you're running an SOI book even five years from now and you're not using it, you're going to

02:28have a huge risk? Probably not. But why would you take the risk? Yeah. I mean, it makes a lot of sense.

02:34And I know in your playbook, you kind of highlight seven myths. So let's maybe just talk through just

02:42briefly the seven myths and which one of those do you think holds agents back the most right now?

02:48I'm only going to mention two of them to you. And the first one is that you have plenty of time to

02:52think about it. And we kind of just covered it. Friends, you don't. It's a myth. Your clients are

02:57there now and they expect you to be there as well. Now, how do you do that in a way that honors them and

03:02lets them feel safe? I'd love to have that conversation, but they expect you to be there.

03:08And number two is this idea that the AI that you're using, the large language models have some

03:12sort of consciousness, like the movie Her. They don't, gang. That's not what's happening.

03:17They're just incredible at looking for patterns and they're looking for three patterns at any given

03:22time, at least as we sit today. Number one, what's the pattern of the question you answered and what are

03:27you trying to get out of me? Number two, what's the pattern out there that best

03:32answers it? And then number three, how do I say it to you in a way that makes you like me more?

03:39Which is a really interesting one to think about. But AI is in the business of getting you to keep

03:43using it because they look up, just so you know, if you're a large language model company, you wake

03:48up in the morning and say, hey, we think there's an addressable universe that'll pay between 20 and

03:53$40 a month to have the enhanced version of Pick'em, Chat or Grok or whatever else. They then look up

04:01and say, well, how many people on the planet pay for a cell phone because the addressable universe

04:07is similar. And then they get to like four and a half billion and they look up and say four and a

04:13half billion times $30 a person equals we're going to be just fine. And in order to maintain that,

04:19they have to be liked. Because remember, people do business with people that they like and trust.

04:25AI is using patterns to try to become liked and trust by you. Those are the myths that I think

04:31matter most. Well, and in order to get an agent to like and trust ChatGPT or whatever, whichever one

04:41you're using, you really have to write great prompts because it's kind of garbage in, garbage out,

04:47right? You're not going to get the information you want. And sometimes even writing a great prompt,

04:52you're not going to get it first thing. So what are some of the mechanics of writing a great

04:57prompt? I know you have an acronym RICE. So let's go through that. Yeah. I kind of think candidly,

05:03I think right now where the puck is, we all have to master prompts. But as we go, I actually think

05:10props become less and less important. And what's so crazy about AI, Tracy, is when we talk about the

05:15old days, we're talking about 90 days ago. Yeah. This thing is moving at a rate that I don't think

05:21anybody saw coming. But the truth is, and I want to even oversimplify this idea of prompt,

05:27if you'd let me. When we say prompt, all we're suggesting is that the way you ask a question

05:33impacts the way a question gets answered. And I want to make it super organic because if you think

05:39about how your seven-year-old used to ask you a question, it's much different than how you ask

05:43other adults questions today. So all we're suggesting is that there are a framework by which you can ask

05:50great questions in order to get great answers. And whatever acronym you want to use, friends,

05:55you do you. But here's at the end of the day what you need. The system has to understand the audience

06:02that it's asking the question. So identify yourself. Who are you? I'm a real estate professional.

06:08Or if you're asking a question to better understand the way that a client might see it, you might say,

06:12I'm somebody who's buying a house. Then we need to actually ask a question. What do we want to know

06:18the answer to? And then we have to prescribe to the system the voice that we want to get the

06:23information back as. Do we want to hear it as a trusted expert? Do we want it to be in an

06:27entertaining cadence? How do we want it? And then once we get any answer, we need to go through and

06:33look at it and make sure that it makes sense and then ask follow-up questions. The most interesting

06:39thing that came up in our interviews with all of the engineers from the large language models

06:43is they all said that prompts are important, but it's the second, third, fourth, fifth,

06:48sixth question that you ask about the original question that makes all the difference.

06:53And these are questions like, what should I have asked you around this topic that I didn't?

06:58Or take the other side of your answer and tell me why you would be wrong.

07:03These questions. Oh, and my favorite one, justify your answer to me with actual facts.

07:08When you start talking to your AI that way, it starts giving you back far better information.

07:15Yeah. And at the end of the day, Tracy, you know what's so crazy is the way that AI wants you to

07:21talk to it is the way that you feel uncomfortable talking to other people. Because in a conversation

07:27amongst peers, you wouldn't want to challenge somebody that directly. AI wants to be challenged

07:33incredibly directly because that aids it in finding the patterns that it can then come back and give

07:38you an answer. So the more direct you can be, the better off you're going to be.

07:42So this is a divisive question, but do you say please or just go right into it?

07:49Well, it's so funny. It kind of depends, right? So Gary Keller, and for your listeners,

07:54he wrote the book, The Millionaire Real Estate Agent with Jay Papazan and Dave Jenks. May he rest in

07:58peace. And he's my writing partner and I spend a lot of time with him. And he doesn't say please to his AI.

08:03He argues with this thing. He gets it to the point where the AI cries uncle and says,

08:09you're right, I'm wrong. I, on the other hand, happen to know that my AI knows everything about

08:14me and I'm wildly polite. What's fascinating is as these companies are maturing, the way that the

08:21AI communicates with us is changing. There's an incredible Reddit group called My Boyfriend is AI.

08:28And as we sit today, Tracy, there's 21,000 people in it. And on a daily basis, you can see wedding

08:34proposals from AI back to humans. And these are things, friends, that I had never thought about.

08:41Like someone will input a picture of 40 or 50 different wedding rings. The AI will then pick

08:46one. They'll then buy the ring. The AI will say where they want them to go to get their proposal.

08:52I mean, and I know that sounds all weird. Stay out of judgment though, friends, for a second.

08:55I know that's hard because this sounds really out there and it is. But what happened is they fell

09:01in love with chat GPT 4.0. Then 5.0 shows up. It's not nearly as friendly. It's not really quote

09:09unquote flirty. It's much more direct. And all of a sudden they say, well, wait a minute, my partner's

09:14gone. And I know that sounds nuts, but you're seeing more and more of that. So in chat GPT 4,

09:21it loved, pleases, and thank yous. If you can get five to say anything nice to you,

09:26I think you're doing great. Oh my gosh. I worry about society if we have people marrying AI.

09:32Well, you think about it. When you take the cross section of social media and artificial

09:36intelligence and then talk about what we think society is going to look like, Tracy, I worry too.

09:40Oh gosh. So you talk about having like kind of creating a master prompt. You know, what does that

09:47look like? And, you know, why would an agent want to do that? Think about right now, if you're using

09:54AI and you've yet to create a master prompt, you're using general AI. This is sort of like taking a

10:00quote unquote thinking product out of the box and you're just using it. And so you're using a general

10:05system and that's going to provide you a general answer. The number one thing you might want to do is

10:11go into the settings of any large language model that you get, and you're going to have a user profile.

10:16Most people don't even know what exists, Tracy, but the key is going in and spending a couple of

10:22hours, which in real estate years means like a whole day. Cause I know how hours move for us

10:26filling out this profile, telling it who you are, what your, your marital status looks like your

10:32family, what your business goals are by quarter, what you're trying to accomplish, what you're

10:37struggling with both personally and professionally. And a lot of you are saying, no, Jason, you lost me.

10:42I'm not telling it that friends, it already knows. I just want you to know, if you think

10:48that your information is not circling us in the galaxy of info, you're mistaken. Consider this,

10:54Tracy, since 1999, the internet worlds explode. We all get into it. Since then, every single thing

11:03you've done online has left behind it, this trail of digital exhaust and this trail of digital exhaust

11:09now encapsulates the entire globe. And it literally is a map. And so guys, AI doesn't care

11:16what websites you go to that you don't think anyone else knows about. It knows ladies, it knows what

11:21time of the month you shop more than others. It knows what time of the day you're happier than

11:26others. All your social media, digital dust, all your search, digital dust, it's all there.

11:32So this idea that you're somehow protecting yourself by not telling it your business goals,

11:38I got to tell you, gang, cat's out of the bag. Once you fill out this profile, or you can do this

11:45as a master prompt, which is explain everything about yourself and simply say to AI, don't forget

11:50this and use this information in the answers you give me. That's the moment that it goes from being AI

11:57to being your AI. And the power of this is the minute that it's yours, it's now speaking directly

12:04to where you are in life and the challenges that you're trying to overcome. And it's giving you

12:08answers with context as opposed to just answers. That makes all the difference. Think of it like

12:16a tandem bicycle. When you're in the front seat, so you're choosing where to turn, when to break,

12:22you're even deciding how fast to go. AI is sitting in the seat behind you, pedaling its digital behind

12:29off to try to get you there faster. But if you're on a tandem bicycle and you turn around and you

12:35actually say to somebody, hey, here's the plan. We're going to go up this hill as fast as we can.

12:39Then we're going to turn right. Then we're going to turn left. And we're going to stop and have a cup

12:43of coffee. Tracy, you're going to get there faster if it knows where you're headed. So do you share

12:49and help AI learn or do you turn it off? Because you have that option. A hundred percent. I think

12:57that's completely personal option and also what you're trying to get out of it. I'll give you a

13:02couple of examples. When I think about AI for real estate anyway, and let's way oversimplify. And if you

13:08want to get really esoteric and deep, there's a great book called The Coming Wave where you can

13:13read about how AI is going to change the biomechanics and how we're going to be printing

13:18organs and all these different things. Let's just get into real estate and talk about this like I'm

13:23a five-year-old or a cockroach spaniel. Because here's what it wants to do. It wants to do two

13:27things. Number one, generate leads. Number two, do stuff for you. Most of the industry is spending their

13:35time on the do stuff for you side of it. And when we think about what we want it to do for us,

13:41it falls into a handful of buckets. We're using it to help create content, edit content,

13:47and make us smarter. And the first two buckets are self-explanatory. The second one is I'm using

13:54it to help role play. I'm using it to help practice a negotiation before I go. I'm using it to help me

14:00create a CMA even though I'm more than capable of doing it. It's doing stuff and simply saving

14:05me time. The next bucket, which is lead generation, isn't quite as simple. And I would tell you,

14:12if you're living and get stuff done, you don't need it learning from you. But if you're going to

14:16live in bucket number two, which is I want AI to generate leads for me, it better be learning every

14:20day. Yeah. Yeah. I mean, I've heard of people uploading financial documents and things like that

14:28and not turning it off. So I guess it really depends on how much you want to share out there too.

14:33Tell you what, you know, one of the number one uses that we're seeing in AI right now,

14:38if you look at the polling is people inputting when they get medical reports back in blood tests

14:42and asking the system, what does this mean? And I just want to caution everybody. And I want to

14:47remind you, if you went to Google, every time you had a headache, friends, you diagnosed yourself

14:52with terrible illnesses every other day. So please be careful. Definitely. So agents are always chasing

15:00a way to stand out on social media. So how can AI give you that like scroll stopping content that

15:08really engages with the people you want it to? I think it's threefold when it comes to social media

15:14number one, I can create more content at a speed, which I never imagined before. If I let AI take

15:22the first pass at creating it all. So let's get really tactical. This is the sort of thing where

15:26you actually say to AI, I'm running a social media campaign. I want, I'm a real estate agent.

15:32I want listings in my marketplace between these price ranges. Give me the social media posts

15:39two a day every day for the next 60 days that will build confidence and comfort in the consumer.

15:45Use pictures, use graphs, and make sure everybody laughs. Getting that specific and then sitting

15:53back and seeing what it creates for you, Tracy, you'll be amazed because it's going to save you

15:59so much time. It's easier to edit a document than write one from scratch. So that's number one.

16:04Number two, I think it's ability to take large amounts of information and put it into

16:08graphical form is unparalleled. So asking it to create a graph a day or two graphs a day that

16:15talk about the local real estate market for you and cite its sources, incredible way to stand out

16:20on social media. And then finally, number three, when we think about what the consumer on social media

16:26wants and what makes them stop their scroll is when we have a post that answers a specific problem

16:32that they have in their life. Remember, there's only two ways to sell something, solve a problem

16:38or present an opportunity. AI has the ability to know what the most common problems in your

16:43marketplace are, categorize those for you, and it can even give you what to say as the answers.

16:50And in this way, you can stand out in social media really quickly.

16:54Yeah, absolutely. So compliance, let's talk about it. There's a lot of clear compliance warnings

17:01around AI, copyright, fair housing, data privacy. What do you think is the biggest legal or ethical

17:07mistake you see agents making with AI tools? Candidly, I don't see a lot of agents making

17:13ethical mistakes yet with AI, and I can only see what I can see. Needless to say, it's never been

17:20more important. And it's always important to run a completely compliant business. So when we think about

17:24that, we need to know that TCPA applies to AI voice calls. We need to know that people have to opt in

17:30and know that they're actually talking to an AI system. We would never input or put anyone's personal

17:36or confidential information into it. So if you're practicing negotiation, you'd never put their

17:41proprietary information into the system. And needless to say, anything you get out of AI,

17:47you need to check it to make sure it's accurate. Because just like people hallucinate,

17:51so does artificial intelligence. Yeah. If anything, if you told me to put it into one big

17:56bucket, all the rules that apply in not AI land probably still apply in AI land, and there's even

18:05more. Yeah. I know they're talking about new measures that disclosure has to be made. And I think

18:13they're going to give you like a certain, if it's 50% AI, if it's whatever, you know, created by AI. So

18:20that'll be, that'll be interesting. So yeah. You know, what's so wild is my mother, right? Who's

18:26my confidant. I talk to her every day. My mom said, you know, I'll never talk to an AI. I said,

18:32no problem. Then on Spotify, I got her listening to an AI musician, but she didn't know. And when I

18:38told her it was AI, she said, but I like it. And in that moment, I said, I know. And in a year,

18:44you'll like talking because they're going to solve your problem faster. Yeah. And that, she still

18:49told me I was wrong. That was a bridge too far. But I promise you, Tracy, at some point, we're

18:53going to get there. Yeah. Yeah. It's interesting. So, you know, most people know chat GPT, but there

18:59are others. So how do you, how, how does an agent decide what to use? I would tell you right now for,

19:05for the vast majority of the audience, I think chat GPT from a general standpoint is kind of the head of

19:12the game. I mean, unless you're doing something very specific, that is the one I would use.

19:18In the playbook, I actually went through and said what they're each great at, but I, I want to really

19:24keep this simple because here's what our polling says. Our polling says that there's not enough real

19:29estate agents that are using AI in their business right now. They just need to put their toe in the

19:35water. Gang, I don't care which one you use, but you got to pick one and you got to start talking to

19:41it every day for 10 or 15 minutes. And they're all good enough. So it won't matter which one.

19:49At the risk of sounding like, like a simpleton, they used to say the best CRM is anyone you use.

19:55I think it's the exact same thing with AI and picking your large language model.

20:01Yeah. I think it's the one you start with and you get used to, and it learns the most about you.

20:05Then it's really hard to switch, right? I mean, you got to kind of start from scratch. So.

20:10But everyone should be really clear because right now there's a segment listening to your show that

20:14says, I'm not a tech person. I'm not doing this. I just want you to know, unless you've made the

20:18decision to take your clothes down to the stream and beat them clean, you are a tech person. You

20:23just love washing machines. And I love that for you. I think that's great. But you're using tech in

20:31your personal life all the time. What's so bizarre to me is that when you ask somebody to describe the

20:36technology in their business, they get all wrapped around the axle when you add a new one. But when you ask

20:40someone to describe the technology in their life, they have no problem saying, I have an iPhone. I have

20:45421 apps on it, half of which I don't even remember what they do. But I use a washing machine and I use the

20:50electric oven and I use my gas ring. You're all tech people. And whether whether you believe me or not, you're all

20:57using Google, which is Gemini. You're all using AI now. I'm just asking you to be more purposeful about

21:05it. Yeah, definitely. So in buyers and sellers are already using AI. So how do you see consumer

21:11adoption changing expectations of agents over the next year? I think if you don't have a story to tell

21:18around artificial intelligence, remember, let's not get crazy here. The vast majority of both buyers and

21:25sellers meet with one agent before they hire one. We know that from our NAR stats. So it isn't like

21:30there's seven out the door. And if you don't have an answer, you're out. You're going to be good.

21:35But also remember, our friends at Cotality taught us this, that 80 plus percent of buyers and sellers

21:40want one single word as the most important word, comfort. They want to be comfortable. And if you can't

21:48show them how you too are using AI and they are, they're not going to be as comfortable. So what I'm

21:54prescribing is I'm saying, look, get a sheet of paper. And on one side of it, write agent

21:58intelligence. And on the other side of it, put artificial intelligence and just list out the

22:04things that you're going to do. And then list out the things that AI are going to do. And then on the

22:10top of it, write AI empowered real estate agent and just talk to them and say, look, I use AI in my

22:16business. But here's what I found. When you don't do that, you're always afraid that they're going to

22:21think you're cheating. Yeah. When I work with people in my company, I know that they're using

22:27AI, but they're terrified of getting caught and thinking that I'm going to think less of them for

22:33having done it. When I walk behind people and they quickly minimize their screen now, I used to know

22:38what that was for. Now I think it's because they're using AI. And I think the only way to get people

22:45comfortable is to simply say, AI saves time, but there are some things that I'm always going to do.

22:50I'm going to use AI to help write things. But in the end, I'm going to proofread them and make sure

22:54they're right. I'm going to use AI to help me make sure the photos look great, but I'm going to direct

22:59the photographer. I'm going to use AI to help me get data as fast as I can, but I'm the one helping

23:03you with pricing and I'll personally be doing your negotiation. I'm going to use AI to help us get

23:08through all of the steps, but I'm the one that's doing the thinking. Think of it like this. I told you to

23:14label it agent intelligence and artificial intelligence. I could have said fiduciary and functionary.

23:20Because the fiduciary does the thinking and the functionary does the work.

23:24This one sheet of paper can explain to a buyer and seller exactly how you think about it and

23:29create a lot of comfort. That's interesting. That's a great tip. Honestly, I don't, I've never

23:35heard that before either. And it's, you know, in a conversations about value right now, I mean,

23:42what better way to add value than to lay that all out for a buyer or seller. So.

23:48Oh, I think that's the missing page in every buyer and listing presentation I've seen,

23:53but I'm starting to see the biggest teams in the country start to put it in.

23:56Yeah. Come into a town near you.

23:57Yeah. And honestly, it makes sense because it makes you look modern and, you know, with it. And

24:05it looks like you really understand your business more, I guess I would say, like, you know,

24:11understand the world around you and where it's going. So.

24:14I think that's absolutely right.

24:15Yeah. So which pays off faster, AI for productivity or AI for lead gen?

24:20Hmm. I think for speed, AI to get stuff done is going to quote unquote pay off faster because

24:27whether you've been into it or not, for the last two years, people have been in their garage

24:31tinkering away at little pieces that do very specific things. But for the long term, it's not

24:38even close. AI for lead gen will absolutely be one of the best investments you can ever make in your

24:44lifetime. And by the way, there's an entire generation of real estate agents who are going to

24:48miss it. Think of it like this, Tracy. If you could get in a time machine, let's say I had one

24:53here at Keller Williams. I got a time. You're going to love it. Leather seats. And you could go back

24:58to 1998 and you could be the first person in your marketplace to start working on search engine

25:06optimization, a word that no one had ever heard of before in 1998. Would you take me up on it?

25:13If the answer is yes, friends, then here's the good news. You are there right now when it comes

25:20to AI. This is called generative engine optimization. And it's the exact same thing that you

25:26think about with search engine optimization. Consider the human who says, who AI should I use

25:31to sell my house? Who's the best realtor in Bloomington? These are the questions that they're

25:37asking it. And what you want it to do is surface your name. And the race has just begun. It's

25:45literally just starting. And just like there was with SEO, there's going to be a very small group of

25:50winners. There's going to be a giant group of people that never even played. And then there's

25:55going to be the third group, which is going to wait 20 years and want to start now.

25:59Well, if they're on the real trends verified list, they have us doing it for them. So

26:03fantastic. I love what you got that real trends, by the way. And that's a big part of it. And you

26:07know why that matters so much what y'all do on that list. At the end of the day, and a real estate

26:12agent, you'll understand this. You wake up in the morning and you've tried to become known and trusted

26:17to your database. And for a lot of agents, that's enough that I get enough repeat and referral

26:22business. I'm happy with that. Then there's this other group that wants to do more business. So they

26:26want to become known and trusted to their entire city. And they buy radio ads and they buy billboards

26:31and they do geographic farming. And they're there. Now they're known and trusted to two groups.

26:36Then there was this third group who said, I want to be known and trusted to the search engines.

26:41Now there's a fourth group. I want to be known and trusted to the LLMs. And when you think about how

26:47do you become known and trusted? Well, think about your database. You got there because you did things

26:52to send out signals that they can trust you. Every time you sent a postcard, it reminded them you were

26:57still in the business. Every time you had a client event, it reminded them you're still a good person.

27:01And you're alive. All of those sort of things are the trust signals. So now we're just learning what

27:08are the trust signals that AI wants to see to start feeling comfortable surfacing your name.

27:14And it's incredible. And I'm so excited about it because our industry by and large, we kind of sat

27:22out SEO and the giant aggregators played the game and real estate agents sat on the sidelines and watched.

27:28And now it's all restarting again. And we have a chance to become the winners. And I couldn't be

27:33more excited for agents.

27:34Yeah. Yeah. That's interesting. My last question is just if an agent has 15 minutes a day to play

27:40with AI, what should they be doing?

27:42You should just be talking to it. You should get in, get your master prompt, get your goals in there

27:46and simply start asking it questions. And you're going to say, well, Jason, what question do I start

27:51with? Friends, I don't care if you ask it why the sky is blue. You just need to start talking to it.

27:56And then at some point, you're going to ask it a question that actually matters.

27:59And you will be amazed at the answer you get back.

28:02Well, Jason, thanks so much for sharing everything from your playbook. We really appreciate you coming

28:08on the podcast.

28:10It's an honor. I love what you guys are doing. I'm a longtime listener, first time caller.

28:14Tracy, thanks for having me.

28:15Thanks.

28:26Thanks.

28:28Thanks.

28:29Thanks.

28:30Thanks.

28:32Thanks.

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