EDITION 07
Read time: under 5 minutes
Welcome back.
The theme for this edition is AI.
Specifically, how to use AI to improve your conversion rates, an AI tool that we love for improving existing content, and something you need to decide on regarding your content and AI.
If you missed our previous editions (we have released six so far), you can check them out here.
Or, if you’re caught up, let’s jump right in.
Scroll down for one actionable tip, one handy tool, and one essential news story that will impact your lead generation efforts.
3 ChatGPT Prompts to Improve Your Conversion Rate
Let’s be clear before jumping into this edition’s tip…
If you’re using ChatGPT (or any AI tool) as your sole source of content generation, your content will fall flat.
In other words…
Any content you publish needs human input. A person, ideally you, should be heavily involved in the direction, editing, proofing, and polishing of all content you put out.
We know this can be overwhelming, especially when you have prospects to nurture, clients to respond to, and many other personal and professional tasks to take care of.
Fortunately, AI can play an incredibly powerful role in your content marketing strategy, saving you time to focus on the rest of your life.
One particular way we like to leverage generative AI tools like ChatGPT is to use it to identify the most opportune audience to target while creating some initial messaging with a higher chance of converting.
Use This Prompt Sequence for Copy That Converts
Head over to ChatGPT (this will also work in Gemini) and follow these prompt instructions:
Step 1: Enter the prompt: “Who is the ideal customer for my [insert property specifics]?
Example: Who is the ideal customer for my $5M single-family home listing located in Santa Monica, CA, with 4 beds and 4.5 bathrooms?
You will then receive a list of the ideal customer types for this property.
Step 2: Enter the prompt: “Out of the list you provided, which segment makes up the largest buyer group?”
Now that ChatGPT has given you your ideal customer type, you’ll want to adjust your messaging to appeal to this audience. So, proceed to the next step.
Step 3: Enter the prompt: “Please show me marketing messaging and copy that would appeal to this buyer type.”
You will then be given some ideas for headlines, body copy, and even some hooks to help convert your audience.
Step 4: Use this copy, or even some modified variations, within your ads, landing pages, website copy, email campaigns, etc., to appeal to this audience that’s more likely to convert.
Bonus Tip: Use this data to build and target custom audiences through Meta, LinkedIn, X, and Google that you can target with your newly acquired high-converting copy.
Go try it out!
And if you get stuck or need help getting started, reply to this email with HELP! and we’ll be happy to dive into it with you.
Find the Missing Pieces that Your Content Needs to Rank Better Organically
If you’re like us, you’re sick of “marketing experts” saying…
You need more content!
This couldn’t be further from reality, especially in your industry.
What you need is better content.
“Better” content is compelling, helpful, authoritative, and actionable. It makes your audience feel something. And even more important, it makes your audience do something.
Fortunately, AI can help. Unfortunately, most AI tools are not great at improving existing content for readers, UX, or for SEO.
Except one (so far). The tool we are liking and would recommend is…
Overview: RivalFlow is one the easiest AI tools we’ve come across to identify content improvement opportunities while giving the actual copy recommendations to improve your content.
Helpful Features:
No setup required: Start using RivalFlow without needing a developer, coding knowledge, or access to other tools and accounts.
Easy editing: AI-driven recommendations fit seamlessly into your content and are easy to edit without switching tools.
Remember, your real estate website is not the Wall Street Journal. Your focus should not be pumping out hundreds of articles daily to blanket the news cycle.
Instead, you should identify your website’s most important pages and posts and optimize them for better readability, SEO, and conversion.
You can spot these pages using your Google Analytics and/or Google Search Console accounts. Look for the URLs with some traction (i.e., getting some consistent traffic) and then use a tool like RivalFlow to improve them.
The smallest changes can bring more organic traffic and more leads.
What are your website’s most visited pages? How can you improve them?
Reply to this email if you need help identifying these pages, using RivalFlow, or getting another pair of eyes on them for optimization recommendations.
It’s Time to Decide What You Want to Do with Your Content
WordPress, the world’s most widely used content management system (CMS), recently announced that it will give users control over whether or not their content is shared with LLMs (large language models).
“We support this right regardless of geographic location, so we’re releasing an opt-out toggle and working with partners to ensure you have as much control as possible regarding what content is used.”
This announcement came immediately after Automattic CEO Matt Mullenweg said that WordPress.com would share its data and content with OpenAI to help train its AI models.
What does this mean for you?
As a consumer, the more data and content these large language models (ChatGPT, Gemini, Claude, Llama, etc) have, the more accurate, up-to-date, and helpful they will be. Therefore, when a massive website platform like WordPress says it will share its data with these AI tools, it’s great news for those of us utilizing generative AI in our professional and personal lives.
As a real estate professional, you need to decide if you will allow your content to be used to train these models. In most cases, you’ll likely need to opt-out (reactively) versus opting-in (proactively). This is how WordPress is handling this (at least for now).
To help you decide, here are the pros and cons of allowing your content to train AI…
Pros: Why you SHOULD opt-in
Your content could be used for top search engine results with attribution that would build your authority and drive traffic to your website
As these AI models get familiar with your content, they could provide you with valuable insights to improve it for lead generation
Your competitors (most likely a good percentage of them) will opt in so their content and brand could become more prominent in AI-generated results
Cons: Why You SHOULD NOT opt-in
Your content could be misused or misrepresented and could affect your credibility
Your content could be used in search results without any attribution (i.e., no intrinsic benefit to you)
Your content could be repurposed by your competitors
Still can’t decide?
Our take is this…
Unless you’re publishing content with some intellectual property that needs to be protected, we feel the pros outweigh the cons of sharing content with these AI tools.
Let’s be honest: these companies (Google, Microsoft, OpenAI, etc.) can and will use our data in some way or another, whether we opt in or not. This has been happening for years now with Google’s featured snippet results that answer questions with little to no attribution to the source websites.
We want to know what your thoughts are on this. Reply to this email and let us know if you will opt IN or OUT of content sharing.
What did you think of this week's email?
Thanks for reading.
See you next week.
The Real Estate Marketing Update Team @ imFORZA