[T]echnology: Build the Thing They Download
[E]ducation: Pepsi and Coke
[C]oaching: Three Ways to Build It
[H]ow To: Talk To Grok Bot
[T]echnology: Build the Thing They Download
Your sellers can ask AI what their home is worth. So can your buyers. So can the agent down the street.
So how do you stand out when everyone has the same tools? ⚒️
Your inputs. The questions your clients keep asking you, your market's numbers, your process. A generic answer doesn't have any of that... you do.
That's the whole idea behind the free guide I built for you this week. How I Build My Own Lead Magnets With AI.
Quick backstory. I built a guide for brokers on running a team of AI agents. Gina, the AI chief of staff I rehired, is the one who told me to build it and handed it to my marketing agent. Other agents built it and checked it. This one was built the same way. I picked the audience, cut what wasn't true, and approved the final.
The guide walks you through the same process for your buyers and sellers. Pick one reader and one problem. Feed AI what only you have. Outline first, then draft in your voice. A simple page with two fields, three follow-up emails, and a post or two where your people already are. There's a prompt you can paste straight into whatever AI app you use, a worked example, and a rules page... fair housing, no made-up stats, your broker sees it first.
Now picture the listing appointment. A seller asks why they should list with you. You say...
"If I can build something like the guide you just downloaded... imagine what I can do to market your home."
That's not a slide about technology. That's proof. 🪄
Start with one. Pull the last few questions clients asked you this month and pick the one you answer most. Seller asking what to fix before they list? That's your guide.
AI does the work. Nothing goes out until you say yes.
Grab the guide here. And when you build yours, hit reply and tell me what it was. I read these.
P.S. The video above, the guide…all created by Grokbot 🤯
[E]ducation: Pepsi and Coke
Most agents will scroll right past this one. I get it. It's industry noise, and you just want to sell three more houses before the end of the year.
But here's what Daniel Bertelson said that stuck with me. When four companies that would cut each other's throats any other day of the week decide to work together... something big is going on. 💥
Those four companies, including Real REMAX Group, just launched Open Real Estate. And let's be honest, this is a political move.
On one side you've got the biggest brokerage in the country, pushing private listings and fighting MLSs over who owns the data. On the other side, four companies saying... collectively, we're bigger. Daniel called it Pepsi and Coke.
He's seen this before. Daniel is a 24-year REMAX broker in Madison, Wisconsin and a former MLS president, and about ten years ago he was part of the Broker Public Portal, a similar idea that ran out of money. What killed it wasn't the vision. It was the data. One MLS says "creek," another says "Creek," and the systems can't talk to each other. In 2026, that problem should be all but gone.
So what is it? It's not another Zillow. It's a layer in the middle. You enter a listing once, and it flows to your MLS, the portals and everyone else. It's free for brokerages to join, and it's not live yet.
Why should you care? Exposure. Every other industry on earth pays for more eyeballs, because more eyeballs means more money. 💰 Your sellers deserve the same.
Different rules in different MLSs can cost your clients, too. I had an agent who couldn't offer a seller a coming soon listing, while the agent across the table could... just because they belonged to a different MLS. Last year we fixed that. I happened to be chairing our MLS committee that year... and that's the point. These rules get made by the people who show up.
The fight isn't over who has the data anymore. It's over what they get to do with it.
Daniel's advice is simple. Pay attention to your local MLS right now. Talk to your board members. 💬 Get involved. This is one of those times.
Watch our full conversation on Agent After Hours above.
[C]oaching: Three Ways to Build It
Ask ten top agents how they built their business and you'll get ten different answers.
That's the point. What works for the agent down the street might not fit your personality, your market or your schedule. The fastest way to find what fits you is to hear how other agents actually did it... what worked, what didn't, and what they'd do again.
So we're doing it live. 🎥
On Thursday, January 14, I'm hosting Agent After Hours Live: Rockstar Women in Real Estate. It's a live podcast taping upstairs at Dayton REALTORS, 4 to 6 p.m. Three agents. Three different ways to build it. No script.
Katie Slone is ten years in and leads a seven-person team in Dayton built around one motto... "Alone we are strong, but together we are a pride." Her sellers get free staging, photos, drone and video. Ask her how she makes those numbers work.
Morgan Means was a top five producer in her entire company one year into the business. She learned it from the admin desk and was shooting home tour videos before most agents were doing video at all. Now she has more than 50,000 followers on social media.
Rachele Pence went from selling Scentsy to selling houses. In January she set a goal of two houses a month. By July she had nine pending. Her take... "It's never just about the house. It's about the people, their stories."
Then the mic opens up, and you get to ask them anything. 🎤
Same lesson as the MLS story above. The good stuff happens when you show up and get in the room.
The best coaching you get this year might come from an agent in your own market.
It's free for agents, and there are 120 seats. If you're anywhere in Dayton, Cincinnati, Northern Kentucky or Southeastern Indiana, save your seat here. And bring the question you've been wanting to ask.
[H]ow To: Talk To Grok Bot
As someone who grew up with the internet and Google readily available, there hasn't been too much about AI that has really blown my mind. That is, until this past month. ⬇️⬇️
I recently started playing around with Grok Bot, and what really blew my mind about it, compared to other AI softwares I've used, is how incredibly user-friendly it is. That's part of the reason I think ChatGPT has stuck around while others haven't: its ease of use. Most average people aren't going to use more than one AI tool. AI can be overwhelming for most people because there's just so much happening all at once, all the time. ChatGPT isn't the best AI software by any means, but it has stuck around because it's simple.
Grok has that simplicity and then some. Its image generation is unmatched, to the point that even I don't think I'll be able to tell if something is AI-generated. It can create videos, photos, write captions, and do just about everything else. 🤯 That's also what I like so much about it. It does all of these things well, so I don't have to jump between different apps to get something done. I was pretty impressed with its video capabilities, too. It still doesn't quite cut it when it comes to creating videos that are catchy enough to keep people watching. You have to have a hook in the first three seconds, or people will scroll on. AI still can't quite nail what that hook should be in long-form video content. But the editing is very impressive.
So, how do you talk to it to get the best results? My technique is to ask for everything I need all at once. I don't want to have a conversation and waste time. I want to enter a prompt, work on something else, come back when it's done, and keep trucking along.
Tyler recently asked me to put together some materials for an event we're hosting in January. I don't want to keep talking to this thing (no offense, Grok). I want one and done. So, I put everything into one big paragraph... ⬇️⬇️
"I would like to host a real estate event featuring the top three real estate agents in the Dayton MLS. Please give me three affordable locations to host this event and three dates and times that will generate the highest turnout (pay attention to the upcoming holidays; we'll likely want to do this after New Year's). Give me a summary of what you think each of these agents' niches and talking points would be. I would also like a story-sized graphic (1080 × 1920) featuring their photos, names, location, and Agent After Hours' branding colors. Use this website as a reference for the branding colors: https://www.agentafterhours.com. I would also like a social media post for Facebook and Instagram promoting the event as a whole, along with individual posts for each person you choose to be on the panel. Lastly, please give me a banner-sized graphic (1920 × 1080). I want all the graphics to have a consistent style and use the branding colors from the Agent After Hours website. They should feel unique and personable rather than looking AI-generated."
Details are so important. If you want something done right the first time, you have to take your time and build out your prompt. Be specific. What colors do you want? How do you want it to feel? What details are you missing?
You don't want a long conversation with AI. Just like with a staff member, you want the job done right the first time, or you train it to get it right the first time moving forward. This isn't like Google, where you can be a bit more vague and choose which link to click that best suits you. With AI, you have to be extremely specific. Tell it EXACTLY what you want, word for word.
If your brokerage isn't providing you with the AI tools you need to save time, generate leads, and grow your business, let's change that.
-Ty Morton + Abby G