[T]echnology: I Hired a New Employee
[E]ducation: Ask ChatGPT Who the Best Agent in Town Is
[C]oaching: Honoring A Legend
[H]ow To: Boost A Post
[T]echnology: I Hired a New Employee
I hired a Chief of Staff this week. It doesn’t have a desk, it doesn’t sleep, and it’s on a 30-day probationary period.
It’s Grok Bot. xAI launched it in beta a couple weeks ago and as of yesterday it’s on every SuperGrok plan. Here’s the pitch. Every bot gets its own computer in the cloud. Not your laptop. Its own. It signs into the apps you already use, the same way a new hire would, and it works while you’re at a showing, at dinner, or asleep. You message it from your phone like you’d text an assistant. 🤯
That part isn’t new. Claude and ChatGPT both do versions of it. What’s different is the org chart. You can run a team of bots and put one in charge of the others. They talk to each other in a group chat and pass work back and forth without you in the middle.
Here’s what that looks like for an agent. A Chief of Staff bot at the top. Under it, a Listing bot that does intake, pulls comps, and sends your sellers a Friday update. A Follow-Up bot that lives in your CRM and bumps every lead that’s gone quiet, in your voice. An Inbox bot that sorts what needs you from what doesn’t. A Marketing bot that turns every new listing into the posts, the email, and the open house blurb. The Chief of Staff hands out the work, checks it, and brings you only the stuff that needs a human. Which is the showing, the negotiation, and the handshake. The parts you’re actually paid for. 💰💰💰
You show it a job once, it follows along, and then it runs that job on its own. That’s the promise anyway.
Mine is running REMAX and Tory. It has 30 days to prove it’s worth it. Same as any hire. If it creates more cleanup than it saves, it’s gone. I’ll report back.
Don’t build the whole team on day one. Start with one bot on one job. Lead follow-up is the obvious one.
[E]ducation: Ask ChatGPT Who the Best Agent in Town Is
Go do it right now. Open ChatGPT, or Grok, or Google, and type “best real estate agent near me.” See if you’re on the list.
You’re probably not. And it’s not because you don’t sell enough.
Local Falcon ran that search 37,500 times across five AI platforms in the 100 biggest cities in the country. Inman covered it last week. The results should bother you. 91.5% of established agents never showed up once. Not on any platform. Of the highest-volume agents in each market, the ones who actually move the most houses, only about one in five got named at all.
So who did the AI recommend? Agents with pages. The models aren’t reading MLS data or production rankings. They’re reading web pages. That’s from Local Falcon’s CEO. Eighteen of the 25 most-cited agent websites had published their own “best agents in [city]” list. They put themselves on it. The AI read it and believed it. 🤖
Now, where did the AI get its answers? I’m sure you’ve sat through plenty of speakers and AI gurus telling you Google is dead and the future is all chatbots. Look at the data. Google Business Profile was the biggest source of citations at 37%. Zillow was second at 16%. The agent’s own website was third. Realtor.com barely registered. The AI is still going to Google for the answer. Google still dominates. 🌐
Here’s what this means for you. Your production is invisible to the thing buyers are starting to ask instead of their brother-in-law. Your 40 closings last year don’t exist to ChatGPT unless somebody wrote them down on a page it can read.
The fix isn’t complicated. Clean up your Google Business Profile this weekend. Every field, every photo, reviews with real detail. Make sure your Zillow profile isn’t a ghost. Then write the page. “Best real estate agents in Beavercreek” with you on it and a few others you respect. Sounds shameless. It’s how the game works now.
Volume doesn’t rank you. Pages do. Twenty years of building a reputation, and a machine is about to hand it to whoever wrote the better blog post. Don’t let that be somebody else. 🧠
[C]oaching: Honoring A Legend
We lost Gail Liniger today.
If you’ve ever worn a REMAX name badge, you’ve been standing on something she built. In 1973, in Denver, Dave and Gail started REMAX together. They weren’t even married yet. The idea was simple and most of the industry said it would never work: let the agent keep the commission and charge for the support instead. Fifty-three years later that model is in more than 120 countries with 145,000 agents, and much of the business has followed it.
Most people know Dave. I want you to know Gail.
In October 1983 she was in a seaplane that went down in Ontario. The pilot died. Gail came out of it with a head injury, shattered bones, partial paralysis, and a coma. The doctors told her to get used to life in a wheelchair.
She told them they were wrong. When she left, she was going to walk. 🚶🚶
Five months later she left Craig Hospital on a cane, under her own power. That spring, with the company still finding its footing, they brought her out on stage at the REMAX convention in Orlando, her head shaved on one side, smiling. The room came apart. Nobody who was there ever forgot it.
That’s perseverance. Not a slogan, not a mindset poster. A quiet decision, made over and over, that the ending other people have written for you isn’t final. Every one of us has a version of that in front of us right now. She showed us what it looks like.
Dave said it best this week. “Gail was my partner in every sense of the word… in many ways the steady force behind everything we built.” Steady is underrated. Loud gets the credit. Steady gets the result.
Rest easy, Gail. Thank you. ❤️❤️
[H]ow To: Boost A Post
Don’t. This was a quick section today.
Kidding…But why am I saying this?
This video perfectly summarizes why I will never waste money on boosted posts.
As realtors, targeting people with the intent to buy or sell is vital. When you click that “Boost Post” button on your graphic, you have virtually zero control over who sees it. I really like his analogy in the video where he says boosting a post is like standing on the street handing out flyers to random people. Running Facebook ads allows you to use the algorithm to really target people who have been searching for real estate-related questions and might be ready to buy or sell now. 🏡 Running a Facebook ad also allows you to see the results of your work. If you can’t see the results, you can’t monetize your efforts or create a strategy to determine whether what you’re doing is actually working.
The key is to stop marketing to everyone and start putting your message in front of the right people at the right time. When you know who you’re reaching and can track the results, you can turn your advertising into a predictable strategy for generating more buyers and sellers.
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-Ty Morton + Abby G