[T]echnology: CRMs Are Dead
[E]ducation: We Go Out To Eat
[C]oaching: Noise is a Choice
[H]ow To: Have The Best AI Workflow for YouTube
[T]echnology: CRMs Are Dead
I've talked about AI disruption, obviously, for a long time now, and I've specifically mentioned CRMs in the past, but this week I finally saw the future. ⬇️⬇️
I uploaded a screenshot of clients and prospects to Claude. I told it to generate a draft email for everyone that was a prospect and a slightly different email for all of the clients. If they were a no show to our appointment, you guessed it, another email.
5 minutes later, the emails are in my drafts. 📧
I took it a step further. I asked it to review my notes or transcripts from our calls (if by Google Meet), add everyone to a spreadsheet in Google Drive with a summary and to color code them by stage and action needed.This step was completely unnecessary, but like many of you, it’s how my brain works as it is accustomed to CRM views.
Then even further. Check any email correspondence we’ve had since they became a client or since our last meeting.
Rewrite the email drafts to include any context from our prior email conversations. 🖊️
Add check-ins to my calendar.
Next prompt: What else should we do to optimize client capture?
The list goes on and on of what this is capable of…the best part…isn’t that I own the data or that I can customize it however I want…the best part is that I never have to touch it again if I don’t want to. I can have Claude Cowork literally manage my faux CRM by looking at what it scheduled for me on my calendar (or, more likely, a CRM calendar I create) and sending emails per that schedule. Like an autonomous IFTTT.
It already knows how I write, and everything else about my business thanks to a ChatGPT export,, so the amount of context it can provide is absolutely insane.
What will you build with it? 🖊️
[E]ducation: We Go Out To Eat
Rob Hahn dropped another long one this week, and it's worth your time.
He's responding to a Reddit thread arguing the future of brokerage is small tech-team brokerages run by founders who can ship code on a Saturday. Hahn says they got the diagnosis right and the cure dead wrong.
The future isn't a small tech team selling software to agents.
The future is each agent having their own AI engineering team. The brokerage doesn't ship products to them. They ship products for themselves.
Read that twice. ⬆️⬆️
Then Hahn drops a line that should make every agent sit up. He's talking about a senior engineer at a major real estate tech company. Top CS program. 20+ years in. The kind of guy Big Tech recruits cold.
He doesn't code anymore. He just tells Claude what to code.
That's not 2027. That's now. ⌚
Here's where I'd push the argument a little further than Hahn does…
The skill isn't telling Claude what to code. The skill is knowing what to build, in what order, and why. Knowing that if you change THIS thing over here, it breaks THAT thing three steps downstream. Knowing which parts of a workflow are load-bearing and which are decoration.
That's not a prompt. That's reps.
I've been doing this for three years. I've broken things and figured out why. Yesterday on a Zoom with brokers, I walked them through building a content and recruiting machine using nothing but Claude… and we had a couple of things break LIVE. Real time. In front of everyone.
That's the part most agents won't do. ❌
Most agents don't want to watch something break and figure out why. They'd rather spend $50 a month on a tool that works every time.
Edit: I actually wrote the Tech section after this one, so I’m coming to back to add this.
Most agents are still just asking AI to write their email responses, not thinking through the workflows they could leverage…take a look above at my Claude CRM thought process.
It's the same reason we go out to eat instead of cooking at home.
That's a fine business decision. But it's also why the gap between the agents who started two years ago and the ones who'll start in 2027 isn't going to close just because the model gets smarter. The model getting smarter doesn't give you the reps. Only the reps give you the reps.
Hahn's right. Each agent is going to have their own AI dev team. But there's a real difference between HAVING one and knowing how to RUN one. 🧠 The agents running them today will be three product cycles ahead of the agents starting then.
The agents who explore AI for building their own tools will have something nobody can take from them… autonomy.
And the brokers who do it? They'll have a USP nobody else in their market can match. Not a recruiting pitch. A real, structural advantage.
So the question isn't whether you'll eventually have AI doing your work. You will. The question is whether you start breaking things now… or wait until 2027 to start breaking them. 🤷
The reason I started building ToryOS two years ago is because I read pieces like this back then and decided not to wait.
Don't wait, or maybe do wait…wait, did I just create noise? Both? Check out the coaching section below…
[C]oaching: Noise is a Choice
I’m not sure if you saw 😂 Real Brokerage acquired RE/MAX this week.
I had 76 messages by Monday at 8am.
It's noise. 📣
I'm not saying it isn't news. It's huge news, and frankly, I'm excited about it. Here's what I posted on Facebook:
I've not been purposefully avoiding Facebook today, I just haven't had a free moment between an insane amount of texts and calls.
It feels like people who understand the strength of RE/MAX and the momentum of Real are seeing what could happen when those two worlds finally come together.
The most recognized brand in real estate. A fast-growing, tech-powered brokerage model. Stronger systems. Younger energy. A deeper social media culture. More innovation. More opportunity.
This is exciting.
"Our brand is not changing." Direct quote from Real's CEO on the investor call: "the RE/MAX brand is not changing… we will operate RE/MAX and Real as distinct businesses under one platform."
But…
It created a wave of FUD. Fear. Uncertainty. Doubt. And ambulance chasers prey on FUD. By lunch, recruiters were in DMs and emails, using the announcement as a wedge to peel agents off.
That's the noise. 📣
You can get wrapped up in it. Spend hours debating people online. Read every hot take. Refresh the Facebook group. Argue in the comments. Never change a single mind.
Or you can go help that buyer who hasn't found the right place yet. Check in with your seller whose home has been sitting on the market a little longer than it would have last year. Make the call you've been putting off.
If you don't have any clients to call right now… maybe THAT'S where the focus needs to go. Not the news cycle.
Noise is a choice. Be more like Nimesh (image above)
[H]ow To: Get Your Content To Perform
I think the most important thing with AI is finding balance. You want to remain trustworthy and not come across as disingenuous by overusing AI. At the same time, you should use AI strategically to save time. Video content, in particular, can be a balancing act when it comes to AI. I still strongly believe that filming yourself, rather than using an AI-generated version of yourself, is the best approach.
This is especially true now that many social platforms are starting to label AI-generated content. Content labeled as AI typically doesn’t get pushed as much as original content. I’ve even started seeing clearly labeled AI-generated posts being flagged, and in many cases, they perform worse. More importantly, audiences, and especially potential clients, may view heavily AI-generated content as less trustworthy. (Yes I have seen Just Listed AI graphics labeled with AI) If you want to learn more click here.
So what should your workflow look like?
Step 1: Idea Generation 💭
Idea generation is a fantastic way to get started. Have ChatGPT and Claude analyze your YouTube channel and your competitors’ channels to create a list of video ideas you can make. YouTube actually has a built-in platform you can use for this under the Inspiration tab in YouTube Studio. But don’t stop there, go into Google Trends and analyze the list that ChatGPT and Claude created to narrow it down even further based on what’s trending. This is especially helpful because ChatGPT and Claude aren’t always great at analyzing what is truly trending in real time (and yes, real-time trends matter because social media moves that fast).
Step 2: Figure Out Your Keywords 🧠
Using TubeBuddy as an extension, identify which keywords are trending based on your video idea. With this information, you can create a strong description and video title centered around relevant, trending keywords.
Step 3: Film the Video 📹
I recommend filming yourself rather than using an AI-generated version. However, AI can be very helpful when it comes to planning what to say. To sound more like yourself, I suggest having AI generate an outline instead of a full script. If you feel a script works better for you, go for it, but keep in mind that people are getting better at recognizing ChatGPT and Claude’s writing style. Speaking naturally often comes across as more authentic.
Step 4: Edit the Video 💻
I’ll be honest, I still edit my own videos. However, I’ve been editing since I was 11, so I’m very fast. For those who aren’t as experienced, I recommend using Riverside. It’s a great tool for quickly editing videos and creating shorter clips for social media. If your video feels like it’s lacking B-roll footage, you can have Claude create a PowerPoint on your topic and use some of those slides as B-roll to enhance your content. I would avoid using AI-generated videos and images, there are plenty of free stock assets available, and using those reduces the risk of your content being flagged. I also recommend adding captions to your videos. You can easily do this in CapCut.
Step 5: Posting and Keywords 📱
This is where you’ll use the keywords you found with TubeBuddy. Include them in your description and video title. Take it a step further by adding timestamps to your videos. Not only do timestamps help viewers navigate your content, but they also add more keyword-rich context to your description.
At the end of the day, AI should enhance your content, not replace you. The creators who win will be the ones who use it as a tool while still showing up authentically. Find your balance, stay intentional, and focus on building real trust with your audience.
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-Ty Morton + Abby G