One agent ran the numbers. The other didn’t. Same city, same property type, $500 difference in what investors actually offer.
The agent who ran the numbers owned the conversation. She knew the real yield. She knew the cap rate. She knew what the property was actually worth to an investor, not what the listing said it was worth to a buyer. When investors called, she had the answers. When competitors guessed, she had the math.
That’s the difference. An agent who runs live deal math on every listing doesn’t lose deals to agents who don’t know their own market.
If you are closing 6 to 8 deals a year and want to get the same kind of clarity before you take on a new listing, this is what we run for you.
If your business runs on relationships — repeat clients, referrals, the people already in your sphere — you know your biggest challenge isn’t getting leads, it’s holding onto the ones you have and showing them, in numbers, that you’re building real value under each property you take on.
Nobody expects you to be a financial analyst. But your clients do expect you to understand the real math behind an investment property, and whether a given deal actually stacks up.
If you’ve ever wanted to run those numbers yourself, without handing anything to a paid pro, this is your week. No spreadsheet background needed.
What It Actually Does
Here’s the actual sequence when you run this on a property. First, it loads every piece of relevant data about that property that it can find — the official listing, any associated MLS pages, the county’s own property record, and the local title company’s record, if that’s available where you work. Then it uses that combined picture to calculate five things, one after the next, in order.
Then it moves to the actual investment math. Second, it estimates what the property has actually earned for the owner so far, after holding costs — the difference between the rent it’s been bringing in and the expenses the owner has paid out, including mortgage, insurance, taxes, and whatever else is due every month. Third, it projects what that earnings pattern is likely to look like in the next six months, and the next 12, using the actual payment history the owner has built up so far, not just a guess about future rent. Fourth, it pulls the owner’s current mortgage balance and uses that, along with the projected rent, to calculate the actual return on that specific, real debt load — how much the property is earning the owner every year, relative to what they’re putting into it. And the fifth calculation is the one that actually connects all of the above to what an investor is actually trying to decide: it compares that real, debt-adjusted return to what a reasonable, diversified investment portfolio is likely to earn over the same period, using the established benchmarks for that.
That’s the whole point of the exercise. You’re not just showing an owner a pretty chart about their property — you’re putting that property into the same math an actual investor uses every day, side by side with the standard they’re already familiar with. And you’re doing it with their real numbers, pulled from their real life, not a hypothetical.
How You Set It Up
Here’s the actual setup, because we do these and you can build it yourself from this. We have 2 Claude Code skills running on a schedule, and you can find the exact instructions for both in the description — the free starter version is in the description too, and you can try it on your own machine before you put it on a schedule. The first skill runs every Sunday morning, and it does the heavy lifting. It connects to Realtor.com through their own API — that’s the real Realtor.com data, live, every week, not a saved copy from last month. It pulls every active listing in the county, filters them to the right criteria — ours is more than 2 acres, because we’re targeting land, but you can point it at anything: a specific town, a certain number of bedrooms, whatever your market needs — and then it calculates the 2 relevant metrics for each one, the way an investor actually looks at a deal. Number 1 is the gross yield, how much rent the property produces relative to its purchase price, and number 2 is the cap rate, how much cash it spits out in the first year relative to its purchase price, after debt service — both of those are common, practical, real-number metrics that actually get used in an investment decision. It writes both of those, along with the address and the listing link, into a plain Google Sheet — the sheet is the source of truth, and the video reads it live from the sheet every Monday. The second skill runs every Monday morning and turns that data into your marketing. It reads the latest row from the same Google Sheet — whatever is at the top — and uses that to generate the week’s email and the week’s social post. The email goes out Monday morning to the investor list, and the post gets scheduled for Tuesday morning, so the content is always fresh, it’s always about the current market, and you never have to touch it. If you’re thinking, I don’t have a list, start with the post. The scheduled post is what builds the list. Every piece of content points back to the same landing page, and that’s what the lead form lives on — so even if you’re starting from zero, you’re building an asset while you’re building the list.
How It Gets You Found
Here’s what actually gets you found, and it’s quiet: a Google-friendly page title that includes the town and the phrase ‘investment property,’ so you show up when someone’s actually searching for that, and a clear, repeated headline on the page itself, so both Google and the visitor understand exactly what the page is in about 100 milliseconds.
This is not about ranking for a keyword. This is about being findable when you are exactly what the searcher is asking Google.
The free starter skills are built so you can run this on your own machine, with no coding, and watch the page appear in front of you while you’re still on the call.
What It Means For You
If you’re building a real estate investment business, this means you can run a new deal across your own numbers instead of asking a broker or a partner for a read on it. If you’re pushing for volume, it means you can filter a list of 100 leads instead of calling them all blind. And if you’re running a small operation, it means you can build something like this once and reuse it, instead of rebuilding it from scratch every time a number changes.
What It Frees You Up To Do
The real math here isn’t about closing more deals — it’s about what you stop losing by owning the numbers yourself.
You stop losing hours to a third-party tool you don’t understand, bills you didn’t expect, and the quiet worry that the numbers you’re showing a client are someone else’s best guess instead of yours.
You also stop losing flexibility. If you’re building a real relationship with a real investor, you know the moment a set standard answers stop being the right answer — the moment a deal is actually worth walking away from a percentage split.
Nobody outside this room can tell you what that moment is worth to your business.
If you’re building a business where every deal matters, every relationship matters, every call matters — this is what lets you go into every one of them knowing exactly what you’re looking at.
What To Do First
If you’re pushing for volume right now, go make a call instead — the pipeline is more valuable than this exercise.
Not ‘build a website’ or ‘post on social.’ Those are activities. This is an assignment: run the numbers on what it actually costs to acquire a deal, what that deal actually generates, and whether the gap between the two is getting bigger or smaller.
You do not need to be a programmer. You open Claude Code, you type in plain English — ‘run the acquisition cost calculation,’ ‘show me the ROI on the last 6 deals,’ ‘what’s the gap between what we’re paying to get a deal and what it actually returns’ — and it builds the actual calculation and shows you the real math, live, on the screen, without you writing a line of code.
The version of this one that’s already built is called ‘deal-economics.’ Open source, free, no sign-up. The repository link is in the description, and the whole thing runs in the free tier — no cost, no trial, just install it and run it.
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 what you’re already doing and tell you honestly what fits and what doesn’t. The link to book it is right in the description below, and our number’s there too.
Or 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.
What math does this tool calculate for investment properties?
The tool calculates five things: it loads all relevant property data from listings and county records, estimates what the property has earned the owner after holding costs, projects earnings for the next six to twelve months based on actual payment history, calculates the real return on the owner’s specific debt load, and compares that return to what a diversified investment portfolio typically earns using established benchmarks.
How often does the system update with new listings?
The first skill runs every Sunday morning and pulls active listings from Realtor.com’s API, then writes the calculated metrics to a Google Sheet. The second skill runs Monday morning, reads the latest data from that sheet, and generates fresh email and social content based on the current market listings.
Do I need coding experience to set this up?
No coding experience is required. You can open Claude Code and type plain English requests like “run the acquisition cost calculation” or “show me the ROI on the last 6 deals,” and it builds the actual calculations and shows you the results live on screen. The free starter skills are also available open-source on GitHub and run on the free tier with no cost or sign-up.
Three patterns are working right now for agents building consistent volume: a question-and-answer system that answers listing questions in seconds, a review system that audits what’s actually working in your content, and a draft tool that handles the repetitive writing. Here’s what each one actually does, how to set it up, and what it gives you back.
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, and you don’t need to build anything from scratch to get the compounding benefits of AI on your business. This is also for you if you’ve already tried a tool or two and they felt more like a toy than an actual help. We’re going to show you what real AI assistance looks like, running behind the scenes, working the same hours you do.
What It Actually Does
Here’s the mistake we see agents make: they ask Google Gemini, or ChatGPT, or Gemini, ‘write a real estate blog post’ and call it a day. That’s not any of these 3 actually doing the work — it’s you, typing out a question, and then reading the answer back to yourself. The AI didn’t write the post.
The 3 patterns that actually work, across all 3 tools, are these. Here’s Pattern 1: a question-and-answer system — you ask it a question about a listing, or a market trend, or a client question, and it gives you an answer, drawn from sources it can actually verify, in a few seconds. No typing out a full sentence — you just ask it, the same way you’d ask a team member. Pattern 2 is a review system — you give it a piece of content you’ve already made, a video or a post, and it tells you what’s actually working and what’s just filling space, so you know what to keep and what to cut before you publish. Which headline is actually a question people search, and which is just a statement you liked? Which section is actually backing up the lead with a source, and which is just an opinion thrown in? Pattern 3 is the one people picture when they think of AI writing: you set a topic, a tone, and a length, and it writes the draft. Then you review it, ask it to change something if you want, and once you’re happy with the draft, you publish it. The draft is yours to own — you’re the one deciding what goes in, what stays out, and what becomes the headline. None of these 3 patterns replace you with a bot. They replace typing, scrolling, and second-guessing with asking a question and getting an answer. You’re still the agent — now you have 3 tools that work the same way, across different jobs, and you pick the one that fits the task.
How You Set It Up
Here’s the honest version, because we’re all engineers at heart. None of this is the ceiling on what an AI can answer — it’s just what’s been built so far, and the manual work doesn’t go away just because you’re paying for a seat at a webinar. If you want to run any of this yourself, the free starter skills are open-source on The Open-Source Claude Skills Repo for Real Estate Agents, and the version of Claude Code we used is the free tier, with the receipt in the description. Everything else is a browser tab and a credit card. The manual part is putting it all on one schedule, and that’s the part that actually makes you more efficient — not any single tool.
How It Gets You Found
Here’s the mistake we see agents make once they start exploring AI: they ask Google something like, what’s the best AI for real estate, and they take whatever comes back at face value. None of that tells you anything about what’s actually working in the real world, right now, for real agents doing real deals.
So we did the opposite of asking Google. We went straight to the source.
We reached out to the agents who have already built AI into their business — the ones who are actually using it every week, not just the ones who wrote a blog post about it once. We asked them what’s working, what’s a waste of time, what’s worth paying for, and what you can build yourself with a little technical help. And we did that before we built anything, because we didn’t want to spend months developing something nobody actually needs.
What we found is that there is no one ‘best’ AI for real estate — there are 3 different jobs that AI does for an agent, and 3 different tools built for those jobs, and the right one for you depends on what you’re trying to achieve. Some of these tools are brand-new. One of them didn’t exist 6 months ago. They are not the same tool, they do not compete with each other, and there is no marketing hype behind any of them. You are not going to find any of this by searching Google.
The first job is the one everybody thinks of: getting found. People search Google, they ask ChatGPT, they type a question into their phone — how do you get the answer that comes back to be you, the local agent, instead of a big national site or a generic answer? Nobody types ‘hire a real estate agent’ anymore — they ask a question, they describe a situation, and the AI answers it. Being findable inside those answers is the new front door to your business, and it is not the same as ranking a website.
What It Means For You
If you’re pushing for volume, this turns a 40-minute evening job into a 2-minute review. If you run your business on relationships, every checked-in property is a record of a real touch, and nothing goes lost into a notebook. And if you’re building a brand, this is how you get consistently good-looking content out, every week, without it eating your whole Sunday.
What It Frees You Up To Do
In the end, none of this is about the AI itself — it’s about what it gives back to you. You build your brand on your own terms, instead of handing it over to a platform that rents it back to you. You walk into every call already knowing more about the client than they expected, without spending an hour on a questionnaire. You stop paying a marketing agency to do what you can now run yourself, across every listing, every week, with a consistent look that can’t be duplicated by anyone who didn’t build it. And you do it all with the same 24 hours you’ve always had — you just stopped wasting them on the things that now work quietly in the background, without you touching them.
That’s not a shortcut to the same old business, and it’s not about doing more. It’s about building something you actually own, layer by layer, with the client standing in front of you as the real audience every time.
What To Do First
If you’re building a real estate brand online, the best place to start is almost never ‘post more.’ It’s almost always: what is your audience asking, and is there a video or a page already out there answering it? Nobody types a question into Google and adds your name. They ask Google, or ChatGPT, or their phone: what’s a good neighborhood for families in your city, how does the buying process work, is now a good time to sell. Those are the exact same questions inside Google’s language models, the exact same suggestions auto-complete is putting in front of people every single day. Being findable means matching the way your future clients already search, and matching the answers the AI tools are already giving them — because those answers are what set the standard for what a good answer looks like, whether you’re a human or a bot writing it.
Here’s the part nobody tells you: you don’t have to write the perfect answer on your own. You ask ChatGPT, or Gemini, or Perplexity: what does a buyer need to know before they start looking at homes in my market, and it gives you a list. You are not inventing anything. You are taking the actual questions your future clients are already asking, and giving them the best version you can, in your voice, on your website, so you’re the one showing up when someone from your area types that into Google next Tuesday.
The mistake is thinking you need a piece of software to do that. You don’t. You need a list, and a schedule, and the willingness to sound like a real person writing to your neighbors instead of a marketer writing to a target demographic. That is the whole game — being findable by the people who are already asking, and sounding like someone they want to talk to when they do.
Where to Start
We built this system running our own deals, so we know what actually works in the field. If you want help picking the right AI tool for your own business — the right one for you specifically, not a generic list — we do a free strategy call. It’s just us, looking at what you’re already doing and telling you honestly what fits and what doesn’t. No pitch, no obligation, just two agents who run AI in our own business every single day telling you honestly what fits and what doesn’t. The link to book is in the description below, and our number’s there too.
Subscribe so you don’t miss the next session. We’re Victoria and Al Pinder, ICON Agents at eXp Realty.
Frequently Asked Questions
What are the 3 patterns of AI that actually work for real estate agents?
Pattern 1 is a question-and-answer system that answers listing questions, market trends, or client questions in seconds using verified sources. Pattern 2 is a review system that audits your existing content to show what’s working and what’s just filling space. Pattern 3 is a draft tool where you set a topic, tone, and length, then review and edit before publishing.
How do I set up these AI tools for my real estate business?
The free starter skills are open-source on The Open-Source Claude Skills Repo for Real Estate Agents, and you can use the free tier of Claude Code. The key manual work is putting all three patterns on one schedule, which is what actually makes you more efficient—not any single tool by itself.
How does using AI help agents get found by potential clients?
People search Google, ChatGPT, or their phones with specific questions about buying, selling, or neighborhoods. By answering the exact questions your future clients are already asking—in your voice and on your website—you become the one showing up when someone from your area searches those questions. This matches how AI tools already answer those questions and sets the standard for what a good answer looks like.
If you’re pushing past 6, 7, 8 deals a year and you’re still doing that kind of research one manual search at a time, it’s not that you’re behind — it’s that you’ve outgrown the free tools, and you haven’t been shown what’s actually available next.
You don’t need a tech background. You just need to be the one who says yes when someone asks, ‘Who does all the behind-the-scenes stuff for your business?’ Because that person is you, whether you built it or bought it. And either way, it’s sitting in the room while you watch this, waiting for the next question.
What It Actually Does
Here’s the swarm, actually running. It starts from a clean machine — just the free, downloadable skills we listed earlier, running on a Mac. No coding, no monthly seat, no API key we paid for. The first skill calls out loud, into the room, ‘what’s the address of the property we’re checking today’. We tell it the address, out loud, and from there the whole swarm runs on our ice. It’s the same idea as the old cliché, asking Siri or Google a question — except this question isn’t routed through a company’s help desk, and the answer isn’t a canned reply written by a marketing team. It’s a real query, directed at real data, fired the same way every time, so every answer is comparable to every other answer, without us touching anything technical.
The second skill pulls the property’s own listing — what’s actually posted about this house, right now, by whoever posted it — and reads it back to us out loud, so we’re looking at the same thing the client’s looking at, without needing to log into anything. That instruction’s the same every time, too: ‘read the listing for this address’. The swarm learns the routine, and every property becomes just a matter of repeating the same few phrases.
The third skill is the one that actually does the digging. It goes after six specific signals, one after the other, and writes them down into a single, formatted report, which it saves as a file we can open later, side by side with next week’s report, or next month’s. The first signal is the simplest: does anything about this property show up in Google News, anywhere in the world, in the last 90 days? That’s not a Google search — that’s a directed query against Google’s own news index, the same way a journalist would query it. It’s the signal that matters most when a client’s asking something like ‘has there been anything published about this place that I should know about’.
The second signal looks outside Google, to the enthusiast sites — the real estate blogs, the local news portals, the forums where people actually talk about properties, instead of just posting them. That’s a different set of sources entirely, targeted specifically for the kind of local, ground-level conversation that filters up from a real community, rather than a press release handed out to wire services.
How You Set It Up
Here’s the actual swarm running. It’s just a Google Sheet — no coding, no API keys to renew. Every morning at 8:05, it reads yesterday’s date into the top. Then each agent’s row runs itself, one after the next, and you can watch it work in real time.
The first column is the check. It runs a quick sanity check on the whole row before it does anything else. If the landing page URL is missing or broken, or the Google Alerts email address is wrong, it catches it and skips that run instead of quietly failing later. That’s the whole point of the swarm — you’re not watching one job crash, you’re watching 6 or 8 or 10 independent runs, and if one fails it fails quietly while the others keep going.
It does 3 things, in order, every morning.
First, it pulls your Google Alerts email for the brand keywords you set up last week — your name, your team, your town, your website. Not a Google Search — a real, live email digest, delivered overnight, checked fresh every morning. That’s the part that actually matters. A Google Search window-shopped at 9:15 AM shows you what was popular yesterday afternoon — a brand alert checked at 8:10 AM shows you exactly what was published about you, your team, or your market while you were asleep.
Second, it pulls your Facebook Page metrics for the last 7 days — reach, impressions, post engagement, video views, whatever matters to you. Not a screenshot, a real download, saved as a CSV you can open and filter later.
Third, it pulls your YouTube channel metrics for the last 28 days — views, watch time, impressions, clicks, whatever matters to you. Same as Facebook — a real download, not a screenshot.
Those 3 things cover the 3 ways a local brand actually gets found today — Google searching, social scrolling, and video watching. And they cover the 3 sources you actually own. You own your Google Alerts setup. You own your Facebook Page. And you own your YouTube channel — the content, the brand, the audience, the data, all of it.
How It Gets You Found
Here’s what actually gets you found, scene by scene, and it’s built into the swarm from the very first run.
The first thing is the query target itself. Every one of these is a real question, a real phrase, a real way someone searches. ‘Homes for sale in [city]’ is the exact target. ‘Homes for sale near me’ is the exact target, with the added benefit of picking up the local version of that search in Google. ‘Real estate agents in [city]’ is the exact target, with the added benefit of owning that whole map pack. And ‘how much does it cost to sell my home’ is the exact target, with the added benefit of owning that whole featured snippet space. Those are the exact searches, the exact targets, that the whole swarm is built to serve.
The second thing is the way the content gets built. Every piece of content becomes a standalone, indexable page, published on your own site, under your own domain, your own brand. That’s the actual real estate asset that’s left behind, long after the swarm has finished running. It’s not a post, it’s not a piece of guest content, it’s a real, ownable page on your site, built from the actual questions your future clients are asking.
The third thing is the way the images get used. Every piece of content includes at least one relevant, correctly sized, correctly named image. ‘Relevant’ means it matches the topic, the query, the search. ‘Correctly sized’ means it’s the right aspect ratio for the job, either a vertical image for a vertical format or a square image for a square format, because the AI tools will automatically resize a correctly sized image to whatever ratio the output needs, but they can’t fix a mismatched aspect ratio. And ‘correctly named’ means the file name includes the target keyword, so the image itself is something a search engine can actually understand and index. Together, those three things mean the images themselves become searchable assets, indexable by Google, and that indexing gets compounded every time a piece reuses that image on a new piece of content, which is exactly what the swarm is designed to do.
The fourth thing is the way the URLs get written. Every piece of content gets a URL that is, in order of importance, short, descriptive, and accurate. ‘Short’ means it’s not a 190-character random string — something like `/homes-for-sale-raleigh` instead of `/property-search-results-filter-bedrooms-price-sq-ft-year-built-hoa`.
What It Means For You
If you’re pushing for volume, this is how you stop each listing getting 3 hours of your evening that add up to 0 value. If your business runs on relationships, this is how you stop your assistant handing your brand to someone you’ve never met. And if you run on a niche, this is how you stop a generalist swarm handing your niche back to Google. Same system, sourced the same way, now you choose who touches it and why.
Both free versions are in the description — the swarm one, and the version you run yourself on your own machine without needing any API keys or logins. If you want help setting up either one, or you’re building something bigger and you’re not sure where to start, book a free 15-minute call, link’s in the description, and we’ll show you what it can do running live. Subscribe so you don’t miss the next live session — we build one of these, on screen, from scratch, every month. We’re Al and Victoria Pinder, ICON Agents at eXp Realty.
What It Frees You Up To Do
So what actually gets handed back to you? That’s what you physically receive — but the real math is what comes next.
Every hour you used to spend preparing for a client call is now an hour you can put back into the market, into the next call, into the next follow-up. You’re effectively adding hours to your day, and you’re adding them in the exact place where every agent wants more bandwidth — on the front end, before the client has even signed.
Think about what that actually does for a business that runs on referrals. Every satisfied client becomes a stronger referral source, because the prep work that used to let a call go stale now guarantees that call is sharp the moment it’s scheduled. And for an agent building a niche brand, every targeted call becomes a sharper piece of content, because the prep work is already done — it’s the exact same swarm run you just used on a real client, spun out as a blog post or a video script with a few modest tweaks.
Either way, you’re the one who decided what runs and what sits. The swarm is the engine, but you’re the pilot. And that, honestly, is what makes us most excited about where this is heading. We didn’t build any of this to watch from the sidelines — we built it so that the next agent to run something like this on their own machine is watching a video we made while they’re doing it.
What To Do First
If you’re like most agents we talk to, you’ve heard ‘swarm’ or ‘AI’ thrown around and thought: that sounds like something I should be doing, but I don’t have time to learn to code, and I’m not technical. And you’re not alone — the vast majority of agents who contact us describe themselves as non-technical, and that’s exactly why we built this. You don’t need to understand how any of it works, you just run it from the command line, the same way you’d open a Google Doc. It’s the exact same principle as how you already use a camera — you don’t need to understand the mechanics of the lens to take a good photo, you just point and press the button. This is the same idea, applied to research. You point it at a market, a neighborhood, or a specific property, and it runs the swarm for you — no coding, no learning curve, no monthly fee. You own it, you run it, on your own machine, any time you want.
Where To Start
If you want to run this on your own business — not just watch us do it on YouTube — we’d love to talk. We offer a free 15-minute strategy call. The link to book it is in the description, right below the one to the free version of Kimi on GitHub.
On the call, we’ll show you exactly how this works with your own data, not a demo. And we’ll 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 here in Eastern North Carolina, and every script, every schedule, and every report runs in our own business every single day. If you’re building a brand, a niche, or a business that runs without you, this is the next piece that puts it all on a schedule.
Frequently Asked Questions
What skills does the swarm use to research a property?
The swarm uses three main skills: the first asks for the property address out loud, the second pulls and reads back the property’s current listing, and the third digs into six specific signals including Google News results from the last 90 days and mentions on enthusiast sites like real estate blogs and local forums.
Do I need coding knowledge or technical skills to run this?
No, you don’t need any coding background or technical skills. You run it from the command line the same way you’d open a Google Doc — you just point it at a property, neighborhood, or market and press the button. It works on a clean Mac using only free, downloadable skills with no API keys or monthly fees required.
How does the Google Sheet swarm help my business each morning?
Every morning at 8:05, the swarm automatically pulls your Google Alerts email for brand keywords, your Facebook Page metrics for the last 7 days, and your YouTube channel metrics for the last 28 days — all saved as real files you can open and filter later. This covers the three ways your local brand actually gets found today: Google searching, social scrolling, and video watching.
We run 3 different AI tools every morning before we open a single app. One checks what’s actually trending in Greenville real estate that week, not what trended last month. The second reads through the day’s new listings and pinpoints which ones are actually worth a call, without us reading a single description. The third watches our own content across all 4 of our brands and tells us exactly which videos and pages are getting found by Google and which ones quietly stopped mattering. None of that is us sitting down and ‘keeping up with things’ — it’s a machine reading 10 times more sources than we ever could, and we just review the digest. That’s the real gap AI closes for a busy agent: not doing our job, but doing the part of our job that used to eat an entire morning.
Related: Claude Code for Real Estate Agents — Our Stack
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 marketing expert, but you also know being invisible online means losing deals to the agent who shows up in a Google search. This is how you stop feeding the portals and start building something that works for you.
What It Actually Does
That’s not what any of these tools actually are — they’re not a separate, automated version of you. They’re a smart assistant, sitting next to you, doing the heavy lifting on tasks you’ve already been doing with your own brain.
Closer look, tool by tool.
ChatGPT and Google Gemini both answer questions and generate text, and they do it in slightly different ways. ChatGPT builds on the conversation history — ask it about a property, then ask a follow-up, and the second question gets answered using the first one as a reference.
Which one is right for you depends on the job. If you’re drafting a letter where the context matters — a reply to a specific client question, for example — ChatGPT’s conversation-based approach keeps that context alive the whole time. If you’re generating a batch of descriptions where each one stands alone, Gemini’s separate-question approach means you’re not accidentally building up a shared ‘memory’ between one listing and the next.
Perry Gemelli’s AI tools are a different animal — they’re built for agents who want to run something on their own machine, without a monthly subscription. The free starter version runs on your own computer, costs nothing, and there’s a version you can buy that runs faster and handles more listings at once. If you’ve ever opened up a skills plugin inside Claude Code and thought, I could build that, this is what that build looks like — the code is open, you can read it, and you can put it on your own machine tomorrow if you want to.
The listing-description tools are the ones that get the most attention, but they’re actually the smallest piece of what’s actually possible here.
That preview feature is the one that actually saves real time — not drafting faster, but catching a wrong field or a missing image before anyone else sees it.
How You Set It Up
Here’s the actual setup, because we want you to walk away with something you can actually build. We’re not showing you a finished, polished website — we’re showing you the underlying engine, running live on screen, while we explain it. And we’re doing it piece by piece, so you can see exactly what’s doing the work, and why it’s arranged that way instead of some other way.
The first thing that runs every single morning, before you’ve even opened your laptop, is the content brief. It’s set up as a cloud function — one scheduled job that fires a single command, from the computer, to the cloud, and then goes back to sleep. When you’re the one who built it, ‘scheduling a cloud function’ just means opening one settings file and changing a number. It’s the same thing as setting an alarm on your phone, except the alarm is the computer, and the wake-up call is a perfectly written blog topic, already sitting in your inbox, ready to be typed out.
Here’s the part that actually matters: the brief pulls real questions from your market, not random topics from a keyword list. It’s a real question, phrased in plain English, like ‘what’s the difference between a condo and a townhouse’ or ‘how does the home buying process work for first-time buyers’. Those are actual examples from last week. And here’s the part that makes it useful: the question is always about something you can actually answer, with your own experience, your own knowledge of your market, built into the answer. You are the expert the AI is asking, and the answer comes back formatted as a real question-and-answer post — the question at the top, the answer below it, both in a shape that’s easy to read on screen and easy for Google to understand. So the post is useful to the reader before you’ve even opened it, and the target keyword is already in the title — not suggested later, not typed in afterward, but built into the question before you’ve touched it.
Now here’s the part that usually surprises people. The post is not a draft sitting in a needs-approval queue. It’s a real, published post, sitting on your website, dated for today. The schedule is built into the one command you run every morning. Some days it publishes a market update. Some days it publishes a FAQ. Some days it publishes a neighborhood spotlight.
How It Gets You Found
Here’s the mistake we see agents make: they ask ChatGPT, ‘What’s a good real estate headline?’ and it writes something generic that 500 other agents also asked it to write. Same with the descriptions — vague, unremarkable phrases that the AI hands out by the thousand because it doesn’t actually understand what makes a listing show up.
None of that is the same as being found.
Being found is walking past a house and the Google Autocomplete finishing your sentence before you’ve typed it out, because Google already knows that street is a listing. Being found is the AI tool you hired to watch your market finding a brand-new listing before anyone else has typed its address into anything, because the tool reads the source material the human never has time to open.
Being found is owning a niche so completely that when someone in that niche asks Google a question, you’re the one who shows up and answer it — because you’ve built the website, you’ve written the content, and you’ve told Google in multiple ways exactly who you are and who you serve.
None of that is a headline template. It’s a map to how the AI tools can work the same hours you already work, watching your market while you’re at a showing, checking sources you’d never have time to check yourself, and handing you the proof the next morning.
The old way of getting found was publishing more than everyone else. The new way is owning a niche so completely that the AI tools can confirm it for you every single day.
If you want to see exactly what that looks like — the map, the tools, the owning — book a free 15-minute call with us. The link is in the description, and we’ve dropped a free starter version of the system into the description too, so you can see the first stage of it running before you ever talk to us.
What It Means For You
For you specifically — the agent trying to choose what’s worth the effort — this means you can stop building your own AI tools and stop paying someone else to build them for you. Pick the 2 or 3 jobs you actually do every week, and the matching skill is already out there, free, ready to run on your own machine, on your own terms. You own it. You understand it. You decide when it changes.
If you’re pushing for volume, repeatable checklists become reusable code. If you’re building a brand, consistent content becomes a pipeline you feed, not a post you write one by one. And if you’re protecting a transaction, an alert system is what stands between you and a surprised client.
None of this is the ceiling on what AI can do for you. It’s just what it’s actually asking, right now, in plain English, with real examples. If you want to see what else is out there — what’s coming next, and what’s still just a proof of concept — we offer a free call where we can show you more, live, and tell you honestly what’s worth watching versus what’s a demo in search of a problem. That link’s in the description. Subscribe so you don’t miss the next live session — we build a full system from scratch every month.
What It Frees You Up To Do
The real math here isn’t ‘I typed a question and got an answer.’ It’s compounding.
Every evening check you’ve now got back is an evening you can spend on the next client, the next call, the next follow-up, instead of re-typing what you already have.
That compounds into more pipeline, more closings, more volume, without adding hours that don’t exist.
If you’re building a business, not just a paycheck, that’s the real ROI.
If your business is already running smooth and you’re looking to actually grow volume, the real payoff is the consistency.
The consistent brand messaging, the consistent follow-up, the consistent content — that’s what gets you found, gets you referred, and gets you remembered, and this is what finally lets you run that pipeline in parallel instead of one deal at a time.
You become the obvious choice in your market instead of the hard-working agent who’s always too busy to follow up.
Either way, it’s the same 2 concepts, applied to whatever you actually sell.
You own the infrastructure — the data, the brand, the relationships — and you license the access to it, on your terms, for the specific client or the specific deal.
That’s what makes you the one calling the shot, instead of the one asking permission.
If you want to see exactly how we run this in our own business, the free starter skills are open-source on GitHub — that link is in the description, along with a free 15-minute call if you’d rather talk it through. Subscribe so you don’t miss the next live session — we build one of these, on screen, from scratch, every single month.
What To Do First
If you’re building a real estate brand online, you’ve probably already got a website — and you’ve probably heard someone tell you to ‘just start blogging.’ Everyone says that, but here’s the part they don’t tell you: a blog post is not the same thing as a lead. A blog post is a piece of content you publish and hope gets found. A lead is a real person, with a real question, who lands in your inbox because you answered that question exactly right — and today, answering that question exactly right almost always means using AI, in one of these three ways, which are the three things we do first with every agent who partners with us.
Where to start
If you want to run these on YOUR business — not just watch us run them on ours — here’s your next step. We offer a free 15-minute call. It’s just us, Al and Victoria, and we’ll look at what you’re already doing and tell you honestly what fits and what doesn’t.
The link to book it is in the description below, right next to the free starter skills you can download and run yourself. And if you’d rather just watch more, subscribe so you don’t miss the next live session — we build these on screen every month.
Frequently Asked Questions
What’s the difference between ChatGPT and Google Gemini for real estate?
ChatGPT builds on conversation history, so follow-up questions use previous context as a reference—useful for drafting client replies where context matters. Google Gemini treats each question separately, which works better when generating multiple listings where you don’t want shared ‘memory’ between them.
How often do the AI tools run, and what do they check?
The tools run every morning before you open any apps. One checks what’s actually trending in your local real estate market that week, another reads new listings to pinpoint which ones are worth calling on, and the third watches your content across all your brands to see which videos and pages are getting found by Google.
Do I need to pay monthly for these tools?
Perry Gemelli’s AI tools are built to run on your own machine without a monthly subscription—the free starter version costs nothing. There’s also a paid version that runs faster and handles more listings at once, but you own the infrastructure and can decide whether to upgrade on your terms.
Say you listed a $300,000 home in Lumberton on Monday. By Wednesday, two new comps hit the market three blocks away. Your CMA from Monday is already stale. Do you pull a new one? Wait for Friday’s data? Or do you walk into a follow-up call knowing the system ran the numbers overnight and your current comp set is sitting in your inbox, dated today, before you even had to think about it? That’s what this system does. It doesn’t wait for you to remember. It doesn’t care if it’s Wednesday or Sunday. It just runs the comparison every single time something changes, and you get the fresh answer automatically.
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 tasks 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 it’s the exact same doubt, repeated, for every single listing. Same with the MLS input. Same with the follow-up sequence you know you need to build, that you keep putting off because it’s the least glamorous thing in the world to sit down and code. None of it is the CEO move. None of it is why you got into this business. But all of it is exactly the kind of repeatable, predictable work that AI can own, running in the background, without you touching it.
What It Actually Does
Here’s what each one actually does, in plain English. The first three — the comp search, the market overview, and the neighborhood description — are the ones most people think of when they think of an AI doing a CMA. The comp search is the biggest: it’s not just looking at what’s sold recently, it’s also filtering out listings that are obviously not relevant, and it’s doing that across multiple sources, not just one. That part alone is worth it, because a human version of that task takes real time, and it’s easy to miss something when you’re tired.
The market overview and the neighborhood description are the other half of why an AI can actually give a client something a human can’t: a fresh, current read of the market, built every single time, without anyone remembering to go update a template. That’s what lets you walk into a follow-up call knowing you have the absolute latest numbers in front of you, instead of reading last month’s market update and hoping nothing changed.
The other two are the ones we think are the most interesting, because they’re the ones most people assume can’t be automated. The first is the manual read-through of the actual MLS description, checking whether the square footage matches the listing and whether the property details actually match what’s shown in the photos. That’s not a question of how many sources it searches — it’s a question of whether the system can actually read the description, parse the numbers, and compare them against the pictures, which is a step most AI tools skip. Ours doesn’t skip it, and that matters because a listing with the right label but the wrong square footage in the description is exactly the kind of thing a human checker catches — and an unchecked mistake like that is exactly the kind of thing that leads to a client asking, ‘How did you get the facts wrong on my home?’
The second is the part almost nobody expects. When you’re trying to get a read on a specific neighborhood, you don’t just look at what’s sold there — you look at what’s about to sell. A neighborhood with 5 deals pending in the next 30 days is heading in a different direction than one where the last closing was 3 months ago, and that read gets lost the moment you filter for only ‘closed’ sales and miss what’s about to close. Nobody types that filter on purpose — they type ‘neighborhood X’ and get whatever came up last time, which may or may not be current.
How You Set It Up
Here’s the honest version, because we’re not trying to talk you into anything. We run this on our own business every single day, and we’re happy to show you exactly how we set it up. The free, open-source version of this, the one you can run on your own machine right now, is on GitHub — that link is in the description, and the name is Claude Code CMA, and it’s been used by agents all over the country, not just us.
Now, the plain-English version, because we’re agents first and technologists second. A common question we get is, what does ‘own’ actually mean here? It doesn’t mean the AI is typing out an email and hitting send — that’s a compliance nightmare, and we wouldn’t recommend it to anyone.
What it actually means is that the output becomes a scheduled job, the same way a recurring alarm on your phone is a job that fires automatically on a schedule. Every morning, before you’ve even opened your laptop, this system checks for new listings in your market that match your client’s criteria, and if it finds any, it drafts a digest in your voice and sets it to go out later that day — the timing is your call, you just tell it when you want the digest to land.
It’s the same principle as a smart watch checking your heart rate every morning while you’re still in bed — you didn’t have to remember to open an app and run a report, the check happened automatically on a schedule, and if something was off, you’d have the digest sitting in your inbox telling you exactly what changed.
Now, the part we want to be really clear about, because it’s the piece that matters most if you’re thinking about your own business — you are never locked into anything. The free, open-source version runs on your own machine, on a schedule you set, on a job you can cancel any time. If you decide to run it through a subscription service instead, you’re not signing a contract — you subscribe month to month, the same way you would with any other tool, and you can cancel any time.
How It Gets You Found
Here’s the actual question Google gets asked, over and over, by real people in your market, your language, your exact words: what’s a home worth near me. That’s a question with a location in it, a question Google understands as I want to know something about where I am, and Google answers it by looking for a local, published, recent answer — a recent post, a recent page, a recent report, something it can hand to the person who asked and say here is your answer. That is exactly what this system produces, every single time, automatically, without you touching it: a published, date-stamped, location-specific answer to the question people in your market are actually asking Google. And there are plenty of other places that question gets asked now besides Google — inside ChatGPT, inside Gemini, inside Perplexity, inside Claude — those are the new answer engines, and this system gets you quoted in the answers they return to your market, automatically, every single time. You become the source the AI tools quote when somebody asks about your market, your listing, your name right there in the answer, over and over, automatically, while you sleep, while you’re at a showing, while you’re closing. That is real traffic, real exposure, real credibility, built once and running forever on a schedule, on a system you own, on a machine that’s already paid for.
What It Means For You
That’s real bandwidth back — bandwidth you can put into the next client call, the next follow-up, the next relationship, instead of into an administrative task that’s now running automatically behind the scenes.
What It Frees You Up To Do
The real math here isn’t about saving a few minutes — it’s about what those minutes add up to over a month, or a quarter, or a year. That’s real bandwidth, back to you, to put into what actually grows your business.
If you’re pushing past 6 or 8 deals a year and you’re honestly trying to scale that number, look at where your time actually goes, and ask yourself which of those hours is actually the best use of your energy — the CEO energy, the relationship energy, the sharp-edge energy that can’t be handed off. Almost everything else can be run on a schedule, quietly, in the background, without you touching it.
That’s what we run on, every day, in our own business. And it’s what Claude Code sets up — the schedule, the connections, the safety valves — so you stop paying for someone else’s overhead, and you stop letting a spreadsheet be the thing that stands between you and your own growth.
What To Do First
If you’re building a customizable CMA for your market, the first thing you should ask yourself is not ‘what can AI write,’ but ‘what does a human actually need to touch.’
Almost every CMA starts from the same few sources: a MLS or Realtor.com feed, sometimes a few extra data sets loaded in via API. The mistake is assuming ‘data is the same as the answer.’ It’s not, and it’s getting less true every year.
A row in a table is a fact. A description that’s consistently right across 100 listings is a pattern. A pattern is what you want to hand off to AI, because once it’s built, it works the same way every time, without you re-writing anything when the market changes.
So the first task is never ‘which sentence can AI write.’ It’s ‘what question can I ask the data, that produces a list with a consistent, recognizable shape every single time.’
Almost always, that question is something like ‘give me the last 6 to 12 months of listed homes that closed, in my market, with a sale price and a close date.’ That’s the whole question. It’s not ‘write the description.’ It’s ‘give me a table, sorted by date, with these exact columns.’ And it’s the same question whether you’re building this on your own machine or uploading it to a cloud service.
Here’s what matters more than the specific question: you are the one who defines it, you are the one who checks the first few rows to make sure it’s right, and you are the one who decides whether the output is good enough to hand off to the next step, or whether you need to go back and refine the question before you trust it. Nobody outside your own business gets to touch that definition. You own it, you protect it, because that ownership is what actually makes the rest of the pipeline reliable.
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 what you’re already doing and tell you honestly what fits and what doesn’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. That’s it. Stop letting a task you dread stand between you and a client. Build the system, and the task goes away.
Frequently Asked Questions
How often does the system update the CMA?
The system runs automatically every time something changes in the market—it doesn’t wait for you to remember or check manually. You get a fresh comp set dated today in your inbox before you even have to think about it, whether it’s Wednesday or Sunday.
Can the AI send emails directly to clients?
No. The system drafts a digest in your voice and schedules it to go out later that day on a timing you control, but you never hand off the actual sending to the AI. That’s a compliance issue we don’t recommend to anyone.
What’s the first step to setting this up for my market?
Start by asking yourself what a human actually needs to touch, not what AI can write. Define the exact data question you’re asking—like “give me the last 6 to 12 months of closed homes in my market with sale price and close date”—then check the first few rows yourself to make sure it’s right before handing it off to automation.
