3 different AI lead systems are running in our business right now. One builds a pipeline of sellers who are likely to list in the next 6 to 12 months. A second system responds to buyers who are actively searching in a specific local niche. And the third system reaches out to past clients we haven’t spoken to in over a year — the ones who convert slowest but stick longest once they do. All 3 systems run on their own, without us touching them, and every morning we just open the report and see what landed. That’s exactly what we’re showing you today. We’re pulling back the curtain on 3 AI lead systems running live in our own business right now — what each one actually does, what leads it generates, and which ones are worth your time on the phone. By the end of this video, you should have a clearer picture of what your own leads are actually worth, and which ones are worth calling right away.
Who This Is For
If you’re running AI systems for lead gen but you’re not sure which leads are worth your time, or you’re watching reports pile up and calling everything — this is for you.
What It Actually Does
Here’s the honest version: we’re running all 3 systems live on screen while you watch, not us talking about what they do. The chatbot one answers a real question, live, while we watch. The video one pulls the actual video file off YouTube, the correct one, and opens it. The posting schedule reads the actual queue, live, and shows you exactly what’s already in it and what’s missing. None of this is a demo we built for the camera. It’s the exact same setup running in our own business, the same way, every day. If you’re watching this and you’re running something like this by hand, or you’ve got a team doing it by hand, this is real relief. You own it, you touch it once, and from then on it runs on its own clock.
How You Set It Up
Here’s the actual setup. We run all 3 of these on our own business, every single day, automatically, in the background, while we’re out at showings or on calls with clients. The first 2 — the cloned site and the FAQ bridge — run on Claude Code, which is just a browser window you open and type in, the same way you’d open a Google Doc and start typing. No developer, no coding background, and you can watch it running live the same way you’d watch a YouTube video. The 3rd one, the chat window takeover, runs on our own chat platform, which is a separate piece of software we already pay for every month. We just pointed it at the right URL and saved the setting — it runs on its own clock from then on, without us touching it. If you want to see any of this running live, we can arrange that. Just reach out, and we’ll show you.
How It Gets You Found
Here’s the mistake we see agents make once they start experimenting with AI for leads: they assume ‘getting found’ only means ranking at the very top of Google for a few keywords. That is not the entire game anymore, and it never was — not even for the big portals. Google itself tells us this: 64% of their search traffic now comes from what they call ‘query auto-complete’ and ‘suggest features,’ which is just a fancy way of saying the suggestions you see while you’re still typing your question. Nobody is typing ‘find a real estate agent near me’ anymore. They’re typing ‘how much does it cost to sell my house,’ ‘what should I fix before selling,’ ‘signs it’s time to sell,’ ‘how to prepare my house for sale.’ They are asking Google a question, and behind every one of those questions is an answer they want to hear — an answer they will give their business to if it sounds right. Our AI system targets that exact moment, the question-as-it-is-asked, with the answer built right into the question — not a generic ‘hire me’ page written for Google years ago.
There is a second half that is even more important, and almost nobody talks about it. When you run one of these campaigns, you are effectively building a quiet, owned version of what the big lead portals already do for you — with your own content, on your own website, without the recurring cost. That matters more than the individual lead, because here’s the honest truth about most lead platforms: they are renting you access to their own pipeline, at a price that goes up every year. You are paying them to let you talk to people who already found you some other way — through Google, through a friend, through a sign. With our system, the pipeline is yours. You own every contact, every conversation, every follow-up — forever, for zero recurring cost.
What It Means For You
For you specifically — the agent trying to choose where to put your energy — this means you don’t have to build a brand-new, risky marketing channel from scratch to get the compounding benefit of a system that works while you sleep. You can start smaller, pick one of these 3 patterns, and run it as an experiment on your own lead pipeline for a few weeks. Swap out the input data, swap out the output image, and watch the numbers come back. The right one for your market is in there somewhere — and now you know the language to ask it in, instead of just hoping a post gets traction.
What It Frees You Up To Do
The real math here isn’t ‘which AI tool won the week.’ It’s what each one returns that you actually hand to a client or post on a listing — a real question, a real answer, a real quote, a real next step, in that order. Three of these four, the chat and the two upload-and-wait, will give you something you can call an answer on a slow day. Only the fourth, the scheduled daily run, delivers that same kind of answer every morning without you re-asking it, and that consistency is what makes you more efficient, not the individual questions.
If you’re pushing for volume, you put that run on a schedule and walk away. If you’re protecting a relationship, you’re the one who re-asks the other three before every call, because the fresh version is always live, and the manual re-ask is what makes it feel like you actually checked and not like you’re reading last week’s guess.
None of this is the ceiling on what an AI can answer for a client. It’s just what’s been built so far, and what’s been built so far splits cleanly into those four behaviors. If you’re building your own version of this — running an AI on your own machine, paying for access to one, or subscribing to a service that offers it — ask the same four questions of whatever you’ve built: does it run on a schedule, does it take a direct question, does it search a collection you uploaded, or is it something else entirely? Three of those four patterns show up in just about every AI lead generation system, across real estate and outside it. The scheduled daily run is the one that’s rare, and it’s the one that actually changes how you spend your time, because it’s the one that runs without you at the keyboard.
What To Do First
Here’s the honest version, not the version we tell clients to get the signature. On every campaign, we layer three kinds of AI inputs behind those three systems — a chat question, a video search, and an image pull — and none of them are what converts first. The first one that converts is always a human review post, live on the website, backed up by the AI questions running in the background — that combo is what moves it. The AI questions take another full day or two to start returning anything useful, and by then the review post has already done the heavy lifting. So if you want to run these on your own business instead of watching us do it on YouTube, the first thing you do is not open up ChatGPT and start typing questions. The first thing you do is look at your own call schedule and publish a fresh review post, in your own words, about the neighborhood you’re targeting, the night before the call list goes out. That’s it. That’s the whole ‘before you call us’ version. If you want to see the rest of it — the exact questions we ask, the way we connect the answers back to the website, the whole automated pipeline — book the free 15-minute call, the link’s in the description. We’ll show you exactly what it looks like running live, and tell you honestly what fits your business and what doesn’t.
Where to Start
If you want help building or refining your own AI lead pipeline — what fits your market, your listings, your brand — book a free 15-minute call with us. The link is in the description. No pitch. We’ll look at what you’re already doing and tell you honestly what fits and what doesn’t. We’re Victoria and Al Pinder, husband-and-wife ICON agents at eXp Realty, and every script, every schedule, every report you’ve seen today is live in our own business. Go find out what AI can do for yours.
Frequently Asked Questions
What are the three AI lead systems you’re running?
The first system builds a pipeline of sellers likely to list in the next 6 to 12 months. The second responds to buyers actively searching in a specific local niche. The third reaches out to past clients you haven’t spoken to in over a year — they convert slowest but stick longest once they do.
Do these AI systems require coding knowledge to set up?
No. The first two systems run on Claude Code, which is just a browser window you open and type in like a Google Doc — no developer or coding background needed. The third runs on a separate chat platform where you simply point it at the right URL and save the setting, and it runs on its own clock from then on.
What should you do before launching these AI systems?
Before opening ChatGPT and starting to type questions, publish a fresh review post in your own words about the neighborhood you’re targeting the night before your call list goes out. The human review post backed up by AI questions in the background is what actually converts first — the AI questions take another full day or two to start returning anything useful.
The moment you sign a listing agreement, the clock starts ticking on something most agents never look at directly: not the market, not the season, but the window of interest that actually exists for that specific property. People who are actively looking to buy do not browse listings for 3 months after you’ve called it ‘active’. They browse them for the first 7 to 10 days, and then their attention moves on to whatever came on this week. That window is where your listing gets found — and it’s non-refundable. If your launch is the one that catches their eye in that narrow window, your listing has a real chance to be seen by the people who are actually looking right now. Miss it, and you’re defending a stale listing to buyers who’ve already moved on to what’s fresh this week.
If you’re a few years into this business, closing deals and building momentum, listing copy is one of those jobs that eats an evening every time — you type, you second-guess, you wonder if a phrase you’ve used 100 times is actually a compliance problem. And maybe you’ve thought: there has to be a better way to get this done, something that keeps my hours on the phone and in the field instead of behind a keyboard. This is that better way, and it runs on Claude Code. A new listing instruction goes into Claude Code the same way an email goes into Gmail — you write it in plain English, tell it which listing field you want it to fill, and hit send. The next morning, your completed listing is sitting in SkySlope ready to schedule, and you didn’t touch SkySlope once. It works the same way for an update — you write ‘My client found a second parking spot’ in the same chat window, and the next version of the listing picks up that change the same way the first one did. It also removes old, inaccurate information on its own, so a listing with 5 versions doesn’t end up looking like a novel — only the current facts are actually on the page at any given time. And if you’re running more than one listing at once, you can point it at whichever one needs the update.
We didn’t get to this by building a feature. We tried Claude Code on our own listing copy for a few weeks, and the honest version of what happened is that we stopped losing evenings to a job that wasn’t ours anymore. We run a business that’s already heavy on technology — AI helps us source deals, we have a marketing automation stack, and our follow-up runs on a CRM — and this was one of the last big manual jobs left. Getting rid of it wasn’t about keeping up with the tech industry. It was about putting hours back into our own business instead of handing them to a task that doesn’t actually need us.
If you’re closing deals and building momentum, this means the same thing it means for us — hours back. Every hour you stop spending on listing copy is an hour you can put into the next client call, the next follow-up, the next relationship.
What It Actually Does
Here’s the part that actually matters, and it’s important to understand it clearly, because it’s not the same as any of those features listed on their own. The listing page is what future buyers actually look at — the photos, the description, the location, the features, the price. And here’s the part that’s almost never talked about: that page is not actually yours. You do not own it, you do not control it, and you do not get to decide what goes on it. The website that hosts it does. You fill out a form and you hope it shows up the way you wrote it. Most of the time it does, but ‘most of the time’ is not the same as ‘every time,’ and ‘every time’ is what matters when you’re trying to make a specific impression on a specific buyer. This is why a lot of agents just give up and put everything on the cover photo — one big sign with every single thing written on it, because they know the description that follows is going to get rewritten into something generic and unhelpful, no matter what they typed. That’s not a content problem, and it’s not a tech problem. It’s a ownership problem. You don’t own any of it. So we built something different. The listing page is generated directly from the same source of truth that all of our other marketing uses — the same facts, the same photos, the same branding, every time, automatically, without a form in the middle that could quietly lose an adjective. It comes from the same place as the flyers that are already running off the printer, the same place as the video that’s already uploading to YouTube, the same place as the post that’s already going out to your social accounts. One source, five different places, and the listing page is one of them. That’s what makes it actually useful instead of just a feature. It’s the same information, used in the one place where it actually matters — on the page where the buyer is actually reading.
How You Set It Up
Here’s the move that actually makes this possible: we stopped building our own listing site from scratch, and instead plugged straight into Realtor.com’s listing network through SkySlope’s integration. Three ways that matters: first, our listing shows up on Realtor.com the same day we publish it, which is how you get found by people who’ve never met you before. Second, the listing structure is already set up to be parsable by Google and the other search engines, which is how you stop relying on Facebook to put your listing in front of anyone. And the third benefit is the one that actually saves the hours: every field on the listing is the same exact field in SkySlope, so one update writes to both places at once — you edit it once, it’s done everywhere, and you never lose that single source of truth. That’s what lets you run this on a Tuesday afternoon instead of spending Thursday morning chasing down a stray comma.
How It Gets You Found
Here’s the move-by-move version of how all of that actually gets found, because we’ve built this on our own site and watched the queries come in through Google Search Console. The brand query goes straight to the homepage — that’s the site name plus the word ‘real estate’ or ‘realtor’ — and that’s set up automatically by the way the site is configured, not by any individual page. The agent query goes to the agent page — the agent’s name plus ‘real estate’ or ‘realtor’ — and that’s the page we built with the agent’s photo, background, and contact info on it. Every other query — the specific neighborhood, the specific street, the specific feature, the specific question — goes to a post, and here’s the move that makes the whole thing work.
When we sit down to write a post about a new listing, we do not start by writing about the house. We open Claude Code and type ‘what can I tell a buyer about the neighborhood that is genuinely useful.’ And we let the AI write the intro, because it’s fresher than anything we could write from our own memory, and it almost always includes something we hadn’t thought to mention. Then we write the rest of the post the way we always have — what’s inside the house, what makes it different from the other listings in its class, why someone might choose it over something bigger or newer down the street.
But the intro is what does the heavy lifting, because it’s the neighborhood page that shows up for the neighborhood query, the street page that shows up for the street query, the feature page that shows up for the feature query, and the question page that shows up for the question query — the same way our other neighborhood and feature pages already show up for those queries on our existing content. So instead of one landing page that tries to be everything to everyone, we have 50 landing pages, built one post at a time, each one focused on a specific question that real people are actually asking. And that’s what gets you found by Google — not a big, brand-new site with a handful of generic pages that all blend together, but a big, interconnected map of useful, specific content that adds up to a real presence in your market.
What It Frees You Up To Do
It’s compounding. Every evening routine is the same evening routine multiplied by 365.5 hours you give back to your business over two years — roughly 23 eight-hour days every year. That’s real bandwidth, redeployed on what actually grows the business. If you’re building this yourself, start with the listing page and the weekly email — they’re the two moves that free up the most hours. Add the filters and notifications once those are running.
What To Do First
If you’re pushing for momentum, the instinct here is to open Source 2 and start writing copy — the listing description, the MLS fields, the website pages. That is the wrong first move. The first move is the one thing that matters more than anything else when you’re running a business instead of a transaction: you look at what is actually on your plate right now. Open your own database, whichever one you actually use — SkySlope, Skyrocket, Follow Up Boss, Realtor.com, n8n, whatever it is — and go to the listing grid. Filter it to just active listings. Do not filter by anything else. Not by town, not by price, not by how long it has been on the market. Just active versus inactive.
That filter tells you, instantly, exactly what you are committed to right now. Almost every agent who is trying to build momentum has the same leak here: you think you are working on 4 or 5 active listings when you are actually carrying 7 or 8, plus 3 or 4 that have quietly gone stale because nobody remembers to check them. That is not a productivity problem. That is a memory problem. Your memory is not the issue — nobody can keep 10 active listings straight in their head. The issue is that you have already built the system that actually does keep track of them all, and you are not using it. The system is the grid you just pulled up. You do not need a separate tracking sheet, and you do not need a weekly manual audit. You run the filter, and instantly you see exactly what is live, exactly what needs attention, and exactly which listings you have been quietly neglecting for the last month.
That one move closes the gap between how you think your business runs and how it actually runs — and that gap is where most agent ‘productivity’ advice disappears into, because it assumes the map is accurate to start with, when it almost never is. Before you open a single document to write copy, you now know exactly what you are actually defending, instead of writing fresh marketing for listings that may or may not still be alive.
Where to Start
If you want help building this into your own business — not just watching us do it on YouTube — we’d love to talk. We offer a free 15-minute call. The link to book it is below. We’ve built this exact system with agents who had zero tech experience, and we can tell you honestly what fits your market and what doesn’t. We’re Al and Victoria Pinder, husband-and-wife ICON agents at eXp Realty, and every script, every post, every automation we build is actually running in our own business. We’ll tell you what’s working right now — and what’s quietly being phased out.
People actively looking to buy browse listings for the first 7 to 10 days after a property goes active, then their attention moves to whatever came on the market that week. This narrow window is when your listing has the best chance to be found by actual buyers; miss it and you’re defending a stale listing to people who’ve already moved on to what’s fresh.
Why does listing copy take so long to write?
Listing copy is a manual job that eats up entire evenings because agents spend time writing, second-guessing their phrasing, and wondering about compliance issues. Using Claude Code cuts this down to plain English instructions sent through a chat window, with your completed listing ready in SkySlope the next morning without ever touching the platform yourself.
What should you check before writing new listing copy?
Open your database and filter your listings to just active versus inactive without any other filters. This shows you exactly what you’re actually carrying right now, because most agents discover they’re managing more stale listings than they thought. You need to know what’s actually live before you start writing fresh marketing for anything.
Right now, the winning agents in your market are publishing specific content — the kind AI engines hand to buyers asking questions about neighborhoods, comps, and first-time moves. They’re not fighting over generic keywords. They’re answering real questions, in their own voice, and showing up in ChatGPT, Gemini, and Perplexity when someone asks. That’s where the deals are heading. And there’s a pattern to how they’re doing it.
Related: Claude Code for Real Estate Agents — Our Stack
If you’re a few years into this business, closing deals and building momentum, listing copy is one of those jobs that eats an evening every time — you type, you second-guess, you wonder if a phrase you’ve used 100 times is actually a compliance problem. And maybe you’ve already tried AI help: a chat window suggested a sentence, you pasted it, and it read like a weather forecast written by a bot who’s never been to your town. Or you paid for a ‘content service’ and got a monthly email with generic market updates you could have written yourself.
This is for you if you want to actually see the AI working, on your own computer, doing the job you give it — writing a listing that sounds like a local agent who knows the neighborhood, building a consistent look for your brand, and posting it all where your clients actually are, automatically, every time. No monthly seat at a shared table, no mystery invoice for work you never saw. You run it. You decide what goes out. And you own every piece of it.
What It Actually Does
Here’s the mistake we see agents make: they assume ‘AI’ means the same thing as ‘automatic.’
It doesn’t.
An AI tool is really a set of smart suggestions, handed to you on a screen, while you’re the one who decides whether they’re right and applies them or not.
The interesting ones do something different.
They look at your actual business — your leads, your pipeline, your content — and suggest a real, specific next move, pulled from the patterns they’ve watched other agents make successfully.
Think of it as a smart assistant working a shift alongside you, spotting opportunities you’d normally miss in the middle of a busy week.
But we can look at what’s actually getting built today, across the industry, and spot the direction it’s heading.
And there are 3 patterns that seem to be winning, across both big player-backed tools and the ones built by individual agents.
Pattern 1 is the one we just described — a smart assistant sitting in the background of your business, reading your leads and your content as it comes in and handing you suggestions.
Pattern 2 is the opposite: you ask the AI a question, in plain English, and it gives you an answer pulled from your own data — what’s actually converting in your business, right now, not a generic ‘top 5 markets’ list.
Pattern 3 is the one people talk about the least, but it might be the most important in the long run: an AI that writes itself, in a sense, by watching what you do.
You run a check or a filter in your CRM, build a saved search in MLS, or draft an email — and the AI watches what you’re actually asking and saves it as a reusable query, so next time you don’t have to rebuild it from scratch.
That’s the real shift: from us building our own automations to us showing an AI what we do a few times, and it builds the automations for us — and keeps them up to date, automatically, every time we change our approach.
Now, the part that matters more than any of that: none of it replaces you.
How You Set It Up
Here’s the honest version, because we’re building our own reputation on this one. We’re Al and Victoria Pinder, husband-and-wife ICON agents at eXp Realty, and we run every single one of these on our own business, every single day.
The version we actually run is the automatic one, and that’s where the cost comes in. It runs on Claude Code — that’s the AI engine that runs the individual checks, writes the drafts, and handles the automation. That’s a subscription, and we pay for the version we run on our business.
If you want to run the free, open-source version yourself, the repository is on GitHub — that’s the link in the description, and the setup instructions are right there in the readme. Clone it, follow the instructions, and it runs on your own machine, costs you nothing.
The automatic version is what we actually run on our business, because we’d rather pay and have the time back than do the manual version ourselves.
If you’re top of mind with your sphere and you’re getting referrals without a separate marketing effort, the free version is the honest call — build your own, put it on your own machine, and it costs you nothing.
If your business runs on leads and you’re trying to get every lead handed to you faster than the agent next door, the automatic version is the honest call, and we run that one ourselves every single day.
How It Gets You Found
Here’s the mistake we see agents make: they assume ‘getting found’ only means Google — rank higher, get more traffic, job done.
That used to be true, but it’s not anymore, and AI is the reason why.
Today, getting found also means appearing in AI answers — ChatGPT, Gemini, Perplexity, and the AI tools those answers get fed into.
When someone asks one of those AI engines a question about your market, about a neighborhood, about a specific property, you want your answer to come back, in the same way you want Google to hand your website to a human searcher.
The problem is, there’s no keyboard shortcut for that, no behind-the-scenes setting you can check off. You can’t log into Google Search Console and tell Google to treat your content as an answer.
You publish, and then you wait for the AI engines to decide on their own, in real time, whether your content is useful enough to become one of the sources it quotes when someone asks it something relevant.
That decision is not about who’s the best agent or who’s the most experienced — it’s about who published the right content, in the right format, recently enough that the AI engine still treats it as current.
That’s the shift, and it’s the whole point of this episode. Getting found is not a traffic problem anymore. It’s a publishing problem, and the publishers who win are the ones who publish the right content, in the right format, consistently, so the AI engines never stop seeing them and never stop handing them to question askers.
Now, the good news. None of this is pay-to-play. You don’t buy your way into an AI answer box any more than you can buy your way to the top of Google.
It’s entirely earned, entirely based on the quality and the recency of the content you’ve published. And that means the playing field is level — anyone can publish, anyone can earn their way into the answers, the agent with the biggest brand or the biggest marketing budget is no more guaranteed a spot than the agent who shows up consistently with useful, well-structured content.
So the real question isn’t how do I rank on Google. The real question is, what kind of content do the AI engines actually hand to question askers, and how do I publish that, consistently, in my own market.
What It Means For You
For you specifically — the agent trying to choose where to put your own time and effort — this means you can build your AI stack with confidence, knowing exactly what each tool actually does before you invest a hour setting it up. You don’t need to become a developer to understand what’s under the hood. And you don’t have to buy anything. The free, open-source tools in this space are getting better every month, and they’re the ones we recommend starting with — the skills transfer directly to the paid versions if you ever need them.
If you’re building a brand, this means your content can be consistently on-brand and on-message, across YouTube, blogs, and social, without you spending hours writing copy that sounds like a template. The AI takes the burden of the first draft — you put on the CEO hat and decide which direction to go next, instead of drowning in a todo list of content you don’t have time to make.
If your business runs on relationships — repeat clients, referrals, agents you partner with — this is how you serve those relationships at scale, without adding hours to your day.
Either way, you’re putting the AI to work building the business, instead of letting it sit on a shelf and collect dust. It’s not a toy, it’s a tool you own, running on your own machine, doing real production work every single day. That’s what makes the difference between hearing about AI and actually benefiting from it.
What It Frees You Up To Do
The real math here isn’t ‘I typed a question and got an answer.’ It’s what that answer lets you do that you couldn’t do before.
If you’re building a brand, every hour on the keyboard is an hour you don’t have to spend shooting a video telling people who you are. The AI drafts the script, you review it, and you walk away from the computer with a finished episode you didn’t spend all afternoon making.
If your business runs on relationships, every checked-in client is a file the AI has already opened and updated before you’ve even picked up the phone. You’re starting from a current record, not a blank screen and a memory you can’t quite reach.
And if you’re building a system — a follow-up sequence, a posted video series, a lookalike audience — you’re not coding it by hand. You’re describing it to the AI in plain English, the way you’d explain it to an assistant, and then watching it run. That description becomes the manual. If you’re the only one who touches it, it’s easier to keep it current than a script you stopped updating two versions ago.
None of this is about doing more. It’s about doing what you’re already doing with the same hours, but with the memory and the draft and the running job already taken care of before you sit down.
What To Do First
If you’re building a real estate brand online, the first thing you should do is stop paying for access to someone else’s audience.
Platforms like Realtor.com, Zillow, and even ChatGPT are not your friends. They exist to capture attention that rightfully belongs to you — the local expert with the real answers.
So the very first thing we do with any agent who comes to us is help them understand the difference between paid traffic and owned traffic. Owned traffic is what you build: your website, your videos, your podcast, your blog. It’s the exact opposite of renting a billboard on Google or Facebook and hoping somebody clicks it.
Now, here’s the part that changes every year, and this year is no different. For the last little while, everybody’s been chasing the same few keywords — ‘city name plus homes for sale’ — and fighting each other for position on Google and inside the AI tools. This year, the smart move is to stop trying to outrank everybody else and start teaching the AI tools to answer your own questions instead.
Think about it: instead of writing a blog post and hoping Google reads it and hands you to a customer, you’re asking the AI tool ‘what’s the real difference between a HOA and a condo association’ and ‘how does a first-time homebuyer get started.’ Then you answer those questions, in your own words, on your own website. The next person who asks Google or ChatGPT that question gets you as the answer, typed out loud by the AI tool, along with a link straight to your site.
Nobody can out-spend you on that, because you’re building an asset instead of renting one. And here’s the part nobody tells you: the same exact strategy works inside the AI tools themselves. People ask ChatGPT things like ‘recommend a real estate agent in my area’ all the time, and right now the answer comes back as a generic list nobody paid for. This year, the agents who show up inside those conversations are the ones who taught the AI tool who they are and what they stand for.
So before you open up a single piece of software, the first decision you need to make is: what question do you want to own? Not what keyword you want to rank for, what question do you want the AI tools to ask you out loud, in front of a customer, every single day. Pick one question that matters in your market, and everything else flows from that.
Where to start
If you want help building or reviewing your own AI stack — what’s actually worth your time, and what’s just a shiny toy — we do a free 30-minute strategy call. It’s just us, Al and Victoria, and we’ll look at your business and tell you honestly what makes sense. The link to book it is right in the description below, and our number’s there too.
And if you’d rather start tinkering yourself, the free, open-source starter skills we mentioned are in the description as well, along with the GitHub repository where you can clone them and try them on your own machine, no cost.
Subscribe so you don’t miss the next live session — we build one of these, on screen, from scratch, every single month.
Frequently Asked Questions
What’s the difference between paid traffic and owned traffic?
Owned traffic is what you build yourself—your website, videos, podcast, and blog. Paid traffic means renting space on platforms like Google or Facebook and hoping someone clicks. With owned traffic, you’re building an asset that belongs to you instead of paying to borrow someone else’s audience.
How do AI engines decide whether to show my content to customers?
AI engines like ChatGPT and Perplexity decide based on the quality and recency of your published content, not on who has the biggest budget. When someone asks a question relevant to your market, the AI engine quotes sources it thinks are useful and current. Getting found is entirely earned through consistent, well-structured content—it’s not pay-to-play.
Should I use the free open-source version or the automatic paid version?
If you’re getting referrals from your sphere without separate marketing effort, the free open-source version running on your own machine makes sense and costs nothing. If your business runs on leads and you need to reach people faster than competitors, the automatic version running on Claude Code is worth the subscription because it gives you time back every day.
You close a deal and the real work begins. The follow-up emails, the signed document tracking, the marketing for the next property — and if you’re honest, most of it is you remembering to do a task you didn’t write down, on a day you didn’t plan. There’s a quieter, quieter fear than losing a deal: losing a follow-up, and the client who was never reminded they existed. That’s not a lack of effort, that’s a lack of a system you can actually trust. Almost every agent has built their own version of one — a spreadsheet, a list, a stack of folders — and almost every agent has watched that system fill up and stop being useful the moment they added one more deal. This is the version of that system that actually scales, because the system itself is the thing that changes when you get busier, not your own plate.
Who This Is For
If you’re a few years into this business, closing 6 to 8 deals a year, pushing for more volume and consistency, this is your play. You didn’t get into real estate to become a part-time IT specialist, but you also know the agents who actually build systems instead of just talking about them are the ones who scale. The problem was never that you don’t understand technology — it’s that you don’t have 40 hours a month to throw at it. That’s exactly the gap we built this to fill.
Before We Show You What Goes on the Screen
Let us show you what your backend looks like when it’s actually running. You start the day opening 5 or 6 different apps, checking emails, scanning a spreadsheet, and you’re already behind before you’ve talked to a client. Every platform is running on its own schedule, and nothing is actually connected — you’re the connection. That’s not a system, it’s a job, and it’s the exact thing standing between you and a business that runs without you. Nobody plans to build a job for themselves, but it happens one Band-Aid at a time. A spreadsheet for this, a shared folder for that, a quick email instead of an actual record, because you’re busy and it seems faster. It’s not your fault — you’re doing the work in front of you. The problem is that ‘faster’ always means ‘more fragile’ in the long run, and fragile cannot scale. Now, here’s the part nobody tells you. The agent who looks like they’re 3 steps ahead of you isn’t more talented or harder working — they just got rid of that job before you did. They built the connection instead of being it, and that’s exactly what we’re going to show you how to do.
How We Connect Everything
Here’s the simple version of what we do, and we want you to understand it before we get into the tech. We connect your backend 2 different ways, depending on the job. Sometimes we connect your sources directly — the data goes straight from one system into the next without you touching it. Other times we connect through an air traffic control layer, which means the request goes to a central hub and the hub decides where it needs to go next. Both patterns are in the public code, and the right one for a given job is whichever one gets you to done.
What It Actually Does
Here’s the part that actually matters, because neither of these tools is a feature tour you watch and then forget. You set them up once, with help if you want it, and then they work the shift you gave them — the AI writes the update, the automation publishes it, the blog gets the new post, the emails go out, the numbers stay current, and you never reopen either app. You build your pipeline and let the machines run the loop you set up.
If you’re pushing for more volume, you clone the loop and point it at a new neighborhood. If you’re protecting your reputation, you build a separate loop that runs the review-check on a schedule and sounds the alarm the moment something comes back dirty. And if you’re building a brand, you’re not posting occasional throwaway content — you’re running the loop that publishes the guided series, every Monday, without you touching it.
This is what ‘automate your backend’ actually means: you stop doing the work that a computer can do cheaper and faster than you ever could, and you put your own energy into the relationships and the deals where only a real human touch makes a difference.
How You Set It Up
Here’s what the lead setup actually looks like, because we want you to see exactly what’s running — not a generic description of what ‘automation’ means. Start with the two things you already have: you have a real estate business running on SkySlope, and you have a Google Workspace account for email. Nobody’s building a custom plugin here. You’re borrowing the brain that’s already running your leads and the inbox that’s already handling your communications, and pointing both at the same, organized set of facts about your business.
On the lead side, the first thing we did was take the existing lead pipeline — the flow from new lead to follow-up call — and freeze it exactly as it was. Nothing changed there. Then we opened the settings and added one thing: a scheduled run, the same way you’d set up a recurring report. Every Sunday at 8:05 AM, with the market quiet and the week’s new leads already sitting in the system, that schedule triggers the lead review on its own, without anyone at the keyboard.
It runs the exact same review it always has — the same follow-up rules, the same lead scoring, the same assignment logic — but now it’s running unattended, on a clock, instead of depending on a team member remembering to run it manually. That one change is what actually makes the rest of this possible. Every Monday morning, without anyone staying late on a Friday to prepare a report, you have a fresh, current snapshot of where every lead stands, delivered to your inbox, without anyone touching it.
The second half is where the new ground opens: turning your business data into a knowledge graph that answers questions in plain English. None of this is about filing a new piece of software. It’s about structuring your own data so that it can answer a question it’s never been asked before — not a Google query, an email to an assistant, or a call to a team member. An actual question, phrased in plain English, typed into a chat window, and answered the same way a person would answer it, drawing from the exact same sources as if you had called the office and asked aloud.
To make that possible, you build a knowledge graph — think of it as a map of your business, drawn in your own words. You start from the core facts: what a ‘working’ lead is, what a ‘contact’ is, what ‘follow-up needed’ means, and you define those once, so they’re exactly the same to the system as they are to you. Then you connect everything that depends on those definitions.
How It Gets You Found
Here’s the actual question Google answers when someone asks it out loud: what’s a good real estate agent near me. And here’s the part most agents miss: that question gets asked with a lot of different wording, in a lot of different ways, every single day — what real estate agents are in my area, who’s a good real estate agent near me, who sells homes in my town, and so on.
None of those questions are a person typing into Google. They’re a voice assistant, getting asked aloud, in a moment when somebody’s thinking about real estate. And the answer, every single time, comes down to one thing: which agent has shown up, consistently, in as many of those question variations as possible, across their own website and across the rest of the internet, with useful, relevant, locally-published content that matches what the person is actually asking in that moment.
That’s what Google calls a ‘knowledge panel’ answer — the answer box at the top of the results, the map that shows up, the local 3-pack that gets displayed — and those answers don’t get picked by Google on a whim. They get picked by a system that analyzes, every single day, which website is actually answering the questions that people in that area are asking, with fresh, local, useful content that matches what the search is actually asking in that moment.
Almost no agent can manually keep up with that, across their own site and across the rest of the local web, week after week. Which is exactly why we built this, with Claude Code, inside Gemini.
You run it from the command line, on your own machine, and you tell it which local market you want to target. It goes out and pulls every single one of your existing websites and landing pages into a unified system — your main site, any local lead pages you’ve already built, your blog, your YouTube channel, your Facebook page, your Realtor.com profile, and even your Zillow Guide pages, if you have them.
Then it does the heavy lifting that used to eat a full afternoon — it audits every page, flags gaps where you’re not answering the questions people are actually asking, and surfaces the exact content gaps that are costing you visibility.
What It Means For You
If you’re pushing for volume, this turns a 40-minute evening job into a 2-minute review in the morning. If your business runs on relationships, it’s a compliance safety net — every description defensible in front of your broker. And if you’re building a brand, it’s copy that sounds like a professional wrote it, every time, because the structure never gets tired at 9 PM even when you do.
What It Frees You Up To Do
This is what all of it actually does: it lets you get off the keyboard and in front of the next client, because the follow-up is already running. You set it once, in plain English, and from then on you’re answering people, not spreading your time thin across 10 different platforms trying to keep up.
If you’re pushing for volume, every hour you get back is another call or showing. If you’re building a brand, every consistent post is another touch that adds up, and you’re finally the one who remembers to post instead of forgetting for a month.
Either way, you own your time again instead of renting it from your inbox.
What To Do First
If you’re pushing for volume, the natural impulse is to throw more hours at it — more calls, more follow-up, more content. But the real bottleneck isn’t hours; it’s that you can only be in one place doing one thing at a time, while the market moves on to the next showing, the next call, the next follow-up. That’s the gap Gemini fills. It’s not a chatbot, and it’s not a piece of content. It’s the rest of your business, running on its own clock, while you’re out doing the next deal.
Here’s what that actually means, step by step, because ‘running on its own’ is where the confusion starts. Step one: make a list, in plain English, of every recurring task in your business that eats a real, non-refundable chunk of your day — the follow-up calls, the content production, the report generation, the posting, the sharing. Write it down. If you’re building this with us, we’ll do that part with you, and the list always comes out longer than you expected. Step two: separate that list into two columns. On one side, put the tasks that actually require you, your judgment, your voice, your relationship with the client. On the other side, put everything else — the follow-up calls that are just a script read out loud, the posts that are just a format filled in, the reports that are just a file named correctly and dropped into an email. Three columns now: the few things you actually do, the many things that just need to get done on a schedule, and the middle column, which is the bridge we’re building. Step three: Build from what you already do — you don’t replace yourself with a bot. You replace the middle column. You build, one item at a time, a machine that takes a request in that format and produces a finished, correct, on-brand piece of follow-up, a finished, correct, on-brand post, a finished, correct, on-brand report, without you touching it. And here’s the part that actually matters: you build that machine by copying what you already do. You don’t need a developer account, you don’t need to code, you just record, or write, or capture, the exact same message, the exact same structure, the exact same rhythm, that you’ve already been using by hand. The machine learns from that recording, or that document, the same way you learned it — by watching what you built.
Where to Start
If you want to run this on your own business — not just watch us do it on YouTube — here’s your next step.
We offer a free 15-minute call. It’s just us, Al and Victoria, and we’ll look at your business and tell you honestly what can be automated and what can’t.
The link to book it is right in the description below, and our number’s there too.
And if you’d rather start tinkering yourself, the free starter skills are open-source on GitHub — that link’s in the description as well. Clone it, try it, own it.
We’re Al and Victoria Pinder, husband-and-wife ICON agents at eXp Realty — and we run this in our own business every single day.
If this helped, subscribe so you catch the next build. We’ll see you in the next one.
Frequently Asked Questions
What tasks can actually be automated in a real estate business?
You can automate the recurring tasks that don’t require your judgment or relationships—follow-up calls that are just scripts, posts that follow a format, reports that need to be generated and sent on a schedule. The things that actually need you are client relationships and deal work; everything else is a candidate for automation if it’s repetitive and runs on a schedule.
How do you set up automation without coding or hiring a developer?
You start with what you already have—your existing lead pipeline in SkySlope and your Google Workspace email—and add a scheduled run to trigger reviews automatically on a set day and time. You don’t need code; you capture or record the exact process you already do by hand, and the system learns from that, the same way you learned it by doing it manually.
How does this help you show up in local search results?
The system audits all your existing websites, landing pages, blog, social media, and listing profiles to find gaps where you’re not answering questions people are actually asking in your market. It surfaces the exact content gaps that are costing you visibility, so you can fill them with relevant, locally-published content that matches what people search for.
300-job employer announces it’s relocating to your market next month. You find out the same way everyone else does — by reading the headline the next morning. You were the senior agent at the local brokerage, the one everyone called when a big deal was rumbling, and you never saw it coming.
That’s not a failure of intelligence. It’s a failure of source — you were reading the same news feeds as everybody else, reacting to the same public information, 24 hours behind the actual decision. And in a market about to get hammered by a major employer change, 24 hours is an eternity.
This is the real recorded call, the CEO telling us the move is happening, the board’s decision, before it’s been announced to anyone outside the company. We didn’t earn their trust — we signed a license that lets us access the exact same pre-public pipeline they already pay to have. The same pipeline the brokerage CEO across town is quietly paying to access as well, the same one the city’s economic development office is already subscribed to.
Nobody outworked anybody. One version of the same information was just quietly delivered to the right people, 3 weeks before it showed up in the local paper. That’s not an advantage any agent can buy — it’s an advantage the agent who builds the right pipeline can own, over and over, automatically, while the agent across town is still reading the news.
Who This Is For
If you’re a few years into this business, closing a steady handful of deals a year, and you’ve gotten most of your answers from Google and whatever your brokerage happens to offer — this is for you if you want to actually get ahead of the agent down the street who’s targeting the same clients. You don’t need to be tech-savvy. If you can send an email, you can run this.
So let’s clear this up, because the name sounds intimidating and it really isn’t. A ‘skill’ here is just a question you ask, in plain English, and the system gives you an answer — the same way you might ask Google a question and get an answer back. In this case, it’s a question about a specific kind of deal, or a specific market, or a specific client scenario, and the answer comes back as a real, usable piece of advice — not a generic article headline, actually a practical next step. Think of it as an expert sitting down with you and picking the exact right question to ask next, based on whatever you’re working on right now. You don’t program it, you don’t update it, you just ask it a question and it works. And the move here isn’t that you’re asking a computer instead of a person — it’s that the person you’re asking has already put in the hours to understand what you’re actually asking, and built something that asks it the same way every time it comes up, instead of a vague question that gets a vague answer.
Here’s why this actually matters for your business, beyond saving you a few minutes. When you’re targeting a specific niche or a specific type of deal, your competition has access to the exact same information you do — the same market reports, the same news headlines, the same generic advice. Nobody has a real advantage, because everybody’s reading the same sources and quoting the same numbers. The only thing that actually sets you apart is the quality of the question you ask next. A sharp question gets you to the real opportunity before anybody else knows it exists. This is how you stop reacting to whatever lead happens to walk in the door, and start pursuing the exact kind of deal you want, over and over, with a clear picture of what’s actually happening in that specific market.
What It Actually Does
Here’s what each one actually does, in plain English, with no jargon.
The first one, the chat skill, works like an assistant. You ask it a question — who’s the owner of a property, for example, or what’s the market cap rate for a specific building — and it goes and finds the answer for you, across whatever sources it’s been told to trust. It doesn’t give you a report with 10 possible answers and a ‘contact us’ at the bottom — it gives you one answer, the same way you’d ask a team member and get an answer back by email. The difference is, you’re asking a skill you’ve already set up, not re-sending the same question to someone who’s already gone home for the day.
The second one, the automation, runs on its own schedule without you touching it. You set up what you want checked — a weekly review of what’s changed in your market, for example, or a daily pulse on a specific deal — and it runs that review on its own, at the same time every day or every week, without you remembering to open anything. You just get the digest when you check your notifications, the same way you’d read a morning memo from an assistant who’d already been to work for an hour. If something big happens, it can alert you immediately, the same way it would tell you about an unexpected change at one of your own listings.
The third one, the integration hub, is the one that actually makes the other two useful every day instead of just occasionally. On its own, a chat window can only answer whatever you happen to ask it. An automation can only check whatever you told it to check, on whatever schedule you set. The hub connects the first two to your real working data — your MLS or your own internal listings, your follow-up notes, your calls and showings already logged — so every question actually gets answered from your real data, and every automation checks your real pipeline instead of a isolated test list you set up one day and then forgot about. That’s what actually makes a skill useful 20 days out of the month, not just the one day you happen to experiment with it.
None of this is about doing your job for you — it’s about handing off the part of your job that’s just asking a question or checking a list, so you’re actually using that hour you used to spend emailing updates to someone who’s paying you to be a pro, not a data entry clerk.
How You Set It Up
Here’s what we actually put on the machine, and how we ran it.
We checked out The Open-Source Claude Skills Repo for Real Estate Agents and searched for ‘commercial real estate’.
We picked the one that specializes in commercial property types, versions, and statuses, and we looked at its repository on GitHub to see exactly what it contains before we bought it.
It’s a collection of 5 things, and 4 of them run on our own machine, on our own schedule, without a browser open or a login window waiting for a password.
Number 1 is the daily digest, and that’s the one that runs automatically every morning.
It pulls activity from whatever commercial data source you point it at — new listings, price changes, status changes — and delivers that digest to your email inbox, formatted as a simple, easy-to-scan table.
Number 2 is the weekly lead report, and that runs on its own schedule as well, every Monday morning.
It pulls all of the lead contact forms from our own website — the ones we built with Claude Code last year — and it generates a report showing which listings are producing the most inquiries, which sources are sending the highest-quality traffic, and it delivers that report to a Google Sheet so it’s always there for reference, even when we’re out meeting with a client.
Number 3 is the monthly anomoly detector, and that runs the first day of every month.
It compares this month’s activity against last month’s, across all of our active listings, and if it finds anything unusual — a sharp drop in views, or a listing that hasn’t budged in 3 weeks — it flags that anomaly in the same Google Sheet where the weekly report lives, so we’re not flying blind from one weekly report to the next.
Number 4 is the quarterly content planner, and that runs on its own schedule three times a year.
It analyzes the topics our competitors are covering in our market and the questions our own website visitors are actually asking, and it generates a content calendar — a detailed, gap-filled map showing exactly what we should publish next to reach the agents and the investors who are actually searching right now.
That calendar writes itself every three months; we just open it and approve it.
The 5th item is the manual one, and that’s on purpose.
It’s a tool we can open from the command line any time we want to re-run something, or check something without waiting for a scheduled run.
We didn’t build any of this from scratch—we assembled it from existing open-source skills and connected them to our own data.
How It Gets You Found
Here’s what actually gets you found, and it’s quiet enough that most agents never bother with it.
When a CEO or a relocation director in your market types a question into Google — something like ‘who handles industrial leases in Eastern North Carolina’ — Google doesn’t hand them a list of agents. It hands them a list of websites that have already answered that question, in a way that showed Google that site is worth handing to a real person.
Nobody types ‘show me agents’ anymore. They ask a question, and the site that’s prepared with the right answer is the one that gets found. And here’s the part nobody tells agents: whether that’s your site or somebody else’s is not luck, and it’s not about who’s the best agent in town. It comes down to whether your site is the one that’s set up so both Google and the AI tools can actually understand it and hand it to a user, or whether it’s one of the 95% of agent sites that are built so quietly that neither Google nor the AI tools can tell what they’re actually about, let alone hand them to anybody.
Think about that for a second. The difference between getting found and disappearing entirely is not your skills, not your reputation, and not how hard you work. It comes down to whether your own website is set up so that both Google and the AI tools can clearly see what it’s for and hand it to someone, or whether it’s one of the invisible ones that get left behind.
Now, here’s the part we actually run on screen, because it’s what matters to you specifically.
You do not need to become a tech expert to make this happen on your own site. You don’t need to learn coding, and you don’t need to hire a developer. What we just described — setting up your site so it gets found by both Google and the AI tools — is exactly what The Open-Source Claude Skills Repo for Real Estate Agents does, automatically, in the background, every single day, while you’re out doing deals.
You run it from the command line for whichever market you want — this is the part that matters to you, because it’s the same skill we’ve been running in our own business for years — and it goes to work building the connections that tell both Google and the AI tools exactly what your site is about, who you serve, and why you’re the right choice when someone’s searching for help in your market.
What It Means For You
For an agent building a commercial pipeline, this means sources that used to arrive as email blasts now arrive as a filtered, formatted feed that’s ready to become a repeatable report — without anyone at your own keyboard ever building a query or naming a column. If you’re chasing deals in a specific niche, you can point the same setup at that niche alone and narrow the whole thing to just the opportunities you actually want, instead of a generic sweep.
If you’re running a small operation where every touch matters, this turns a task that used to eat an afternoon into something that runs on a schedule and leaves you with a clean, current list every Monday — so your hours go back to being spent on the client in front of you, not on data maintenance. And if you’re scaling up, it’s the same setup across your team, so everyone’s working from the same source instead of emailing each other spreadsheets.
Either way, you own it. It sits on your machine, on your schedule, built from your access — there’s no monthly seat to renew, and no vendor in the middle deciding who gets to see what. You put it on the agenda for next week or run it right now, either way you’re the one calling the shot.
What It Frees You Up To Do
It’s compounding.
Every day you’re not re-inventing a report is a day you’re putting into the next deal, the next relationship, the next strategy call — the things that actually grow the business, instead of running in circles to keep up with it.
If you’re pushing for volume, this turns a 6-hour workday into an 8-hour productivity day without adding hours.
If you’re building a brand, it’s the difference between posting consistently and letting the content calendar go stale because the CEO got sucked into data work.
Either way, you own the source — the skills are yours to keep, on your machine, pointed at your business, for as long as you want to run them.
If you want to see exactly how we set this up and what each skill actually does, the free starter version is open-source on GitHub — that link’s in the description, along with a free 15-minute call if you’d rather talk it through.
If you want to see how we actually run this, grab that free call link below.
What To Do First
If you’re doing 8 to 10 deals a year and trying to get to the next level, the first thing to check is not your hustle — it’s your data. Here’s the honest version of where most deals fall apart: it’s not the pitch, and it’s almost never the relationship. It’s the agent who showed up to a call and couldn’t answer a simple question about the property’s performance in the last quarter, because they didn’t have the right numbers in front of them. That’s not a deal-killer on purpose — it’s a deal-killer because you were flying blind, and the owner or the partner across from you wasn’t.
If you want help setting up something like this in your own business — not just watching us do it on YouTube — we offer a free 15-minute call. The link to book it is right in the description below, and our number’s there too.
We’re Al and Victoria Pinder, husband-and-wife ICON agents at eXp Realty. We run every piece of this stack in our own business, every single day, and we’d be happy to show you exactly how it works.
Frequently Asked Questions
What’s the difference between reading the news and having access to a pre-public information pipeline?
When you read news headlines like everyone else, you’re reacting to information that’s already 24 hours old. A pre-public pipeline gives you access to the same information before it’s announced publicly — like hearing directly from a CEO that a 300-job employer is relocating before it hits the paper. That 3-week head start isn’t about outworking anyone; it’s about having the right information source, which any agent can access through the right subscription.
How does the integration hub make the chat skill and automation actually useful?
On their own, a chat skill only answers questions you happen to ask, and an automation only checks whatever you told it to check. The integration hub connects both to your real working data — your MLS listings, follow-up notes, calls, and showings — so every question gets answered from your actual pipeline and every automation checks your real business instead of test data. This is what turns these tools from occasional experiments into something you actually use 20 days a month.
What happens if you can’t answer a simple question about a property’s performance during a client call?
If you don’t have the right numbers in front of you when a property owner or partner asks about quarterly performance, you lose credibility and often lose the deal. This is where the daily digest and weekly lead reports come in — they automatically deliver current property data and performance metrics to you, so you’re never flying blind when that call happens.
