[T]echnology: I Hired an AI Coworker. Here's What It Did in a Week.
[E]ducation: Who Does the MLS Actually Belong To?
[C]oaching: The Question That Wins the Listing
[H]ow To: Get Your Content To Perform
[T]echnology: I Hired an AI Coworker. Here's What It Did in a Week.
Quick preface this week… I'm going to name drop a lot in this issue. Not for clout, but because I get asked all the time how I keep up with everything. These are just a few of the people I follow.
Okay let's go.
I've been testing a tool called Viktor and holy sh*t.
It's not a chatbot. It's an autonomous AI coworker that lives inside your Slack workspace and actually does work. You message it like a coworker and it comes back with finished deliverables.
Not suggestions. Not outlines. Done work. ✅
I told it to make me a one-pager for ToryOS. Minutes later I had a designed PDF flyer with branding, colors, copy, and layout pulled directly from my website. No Canva. No designer. Done.
I said "make me a promo video." It rendered a 33 second motion graphics video from a Slack message.
After I saw it could actually create videos (and pretty well), I decided to really put it to the test…
I asked it to create a Google Street View walkthrough video. Two addresses in Logan, Ohio. It grabbed 63 Street View images along the route and stitched them into a video showing the walk. From a Slack message. ↓↓↓
I gave it a brief for a complete recruiting system and it came back with a 25 page PDF. Ad scripts, landing page copy, nurture sequences, objection handling… everything. I gave it corrections. It fixed them surgically. 🩺
Then it built two live landing pages. Not mockups. Functional web applications with real forms and a login-protected admin dashboard.
Both live.
I needed competitive intel for a sales call. It came back with a full breakdown of the competitor's product, where we overlap, where we're different, and links to every source. All in a few minutes.
OMG. 😱
Here's what makes it different from ChatGPT or Claude… it delivers finished files. PDFs, videos, live websites. It executes without hand-holding. It iterates like a real coworker. And it remembers everything. My brand voice, my product, my positioning. I never re-explain anything.
I'm not saying this replaces a full-time hire. But for the speed of execution on marketing, research, content, and building tools… nothing I've used comes close.
[E]ducation: Who Does the MLS Actually Belong To?
Rob Hahn dropped another one this week and it's worth your time. He's responding to a newer voice in real estate writing who's been arguing that MLS data should be wide open to the public. Every listing. Every price history. 💰 Every days-on-market stat. Because housing is essential, not a luxury.
And look… that sounds great on the surface. Who doesn't want transparency?
But Rob flips it in a way that made me stop scrolling. He asks the question nobody on the "open everything" side ever answers…
What about the seller? 🤔
Think about it. A seller puts everything out there. Square footage. Price history. Upgrades. Photos. Floorplans. They hand the world a complete file on their biggest asset. And the buyer provides… what exactly? Their name? Maybe?
The MLS requires literally nothing from the buyer side in terms of personal information. That's not a level playing field. That's a one way mirror.
And then there's this… Zillow gets 235 million unique visitors a month. There are only about 4 million home sales a year in the entire country.
So who are all those people?
They're not buyers. They're your college roommate looking up what your house is worth. Your neighbor seeing if you overpaid.
The "public" that supposedly needs all this data isn't mostly composed of actual consumers.
Rob's argument is that the MLS should go back to being what it was built to be… a tool for agents and brokers to help each other do better work. Not a free data feed for the entire internet. And if the other side wants it to be a public utility? Fine. But then treat it like one. Consumers pay for water.💧They pay for electricity. You want MLS data? Pay a metered rate. And the people who actually created that data should get a cut.
Here's the big picture… big brokerages are already pulling away to build their own platforms because they're tired of a system that's tilted against sellers. If the MLS doesn't evolve, it won't die in one dramatic moment. It'll just fracture into a dozen pieces while everyone argues about transparency.
This conversation matters because it's about your future. Whether you represent buyers or sellers, the rules are being rewritten right now.
Pay attention. 🔍︎
[C]oaching: The Question That Wins the Listing
You know what separates the agent who gets the listing from the one who gets ghosted? It's not the CMA. It's not the marketing plan. It's the questions they ask in the first five minutes.
Jimmy Mackin broke down a concept this week from sales trainer Jeremy Lee Miner that I think every agent at needs to hear. 👂
Most of us walk into a listing appointment and ask something like "Why do you want to sell your home?" Sounds reasonable. But here's the problem… the seller can feel where that question is going. Their guard goes up before you even get to your pitch.
Miner's move is to reshape the question… "What's caused you to feel like you might want to sell?"
Same topic. Completely different energy.
That version doesn't feel like an interrogation. It feels like a conversation. And when people feel safe, they tell you the real story. "We need more space" might mean a baby is on the way. "We're thinking about downsizing" might mean cash flow is tighter than they want to admit.
That's where the actual listing conversation begins.
This same principle applies to your content too. Jimmy pointed out that the best hooks don't try to make your market sound amazing… they make it sound real. Instead of "Living in Charlotte is amazing," try "The part of moving to Charlotte most buyers don't think about until they're here." One sells a fantasy. The other builds trust. 🤝
Read that again.
The best agents I know aren't the best explainers. They're the best listeners. And the best listeners ask the best questions.
So here's what I want you to do… rewrite your go to listing appointment opener using the "What's caused you to feel like…" framework. Practice it out loud before your next appointment. Then go look at your last 3 social posts. Did they sell the fantasy or build trust? Reframe one using the "unexpected part of moving to [your city]" angle. 📐
Watch Jeremy's breakdown starting at 12:35 in the video linked below. It's 10 minutes that will change how you run every seller conversation:
[H]ow To: Get Your Content To Perform
Nothing is more frustrating than taking the time to create and post content, only for it to never perform. When posting content, you can’t just throw it out there continuously and hope it somehow starts gaining traction.
Content that performs well usually relies on three key things…⬇️⬇️
The content has to be engaging. 📱
Really look at your content. Would someone care about what you are posting? What problems are they trying to solve, and what grabs their attention. Strong hooks and a clear value help keep people interested. The most effective content invites interaction—asking questions or encouraging responses.
Your captions and hashtags are important. 💬
The key is balance. If your hashtags are too broad, your content gets lost in a sea of posts. If they’re too niche, there may not be enough people searching or following them to make an impact. The goal is to find hashtags that are specific enough to target your ideal audience, but still active enough to give your content a chance to be discovered. You have to be very intentional especially now that Instagram only allows 5 hashtags per post.
Timing ⏰
Social media moves fast, and timing matters. Think about when people are actually scrolling—if you post when no one is online, your content can get lost in a sea of posts. The initial moments after you post are usually when platforms decide whether to push your content further. If you post a TikTok video when no one is on and it only gets 100 views with no interaction, the platform is less likely to promote it. Social platforms prioritize content that keeps people engaged, so videos that quickly gain interaction are more likely to be shown to a wider audience. I’ve seen great success posting right when people get off work and start checking their phones, around 5:30–6:00 PM.’
One of the most common mistakes I see from agents who post regularly but get no likes or engagement usually comes down to one of these three reasons. Starting to post is great, but you’ll get burnt out if you don’t see results fairly quickly. It takes work, effort, and time—something not everyone is willing to commit to.
But at the end of the day, this is a FREE source of marketing you can use to grow yourself and your business. If it were easy to succeed, everyone would be doing it.
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-Ty Morton + Abby G