Every Agent Is Using AI Now. Here’s Why Most Are Still Doing It Wrong.

I teach AI to real estate agents, and I can tell you exactly what I hear in the first ten minutes of every class. Someone raises their hand and says, “I use ChatGPT sometimes, but I can’t get it to do what I actually want.” Then every other agent in the room nods. That moment is why Katie and I keep showing up to teach this, because the gap between dabbling and having a real system is smaller than most agents think, and the difference it makes is enormous.

Nearly every agent in the country is using AI in some form right now. The question is no longer whether you should. The question is whether you’re using it well enough to actually make a difference in your business.

AI is only as good as what you ask it to do. Type “write me a listing description for a 3-bedroom home in Lakewood” and you’ll get something generic that sounds like every other listing on the MLS. Learn to prompt it correctly, with the right details, the right tone, the right structure, and you get something that sounds like you and actually sells the home. The agents who are winning right now have built a small library of prompts they use every single day. Listings, follow-up emails, social posts, market updates. What used to take an hour takes ten minutes, and that time goes straight back into relationships.

Here’s something that doesn’t get enough attention: Fair Housing compliance. AI pulls patterns from massive amounts of data, which means it can generate language that sounds polished and professional but includes phrasing that could be interpreted as steering or exclusion under the Fair Housing Act, with zero discriminatory intent on your part. The critical point is that you cannot blame the tool. Everything that goes out under your name is your responsibility, every listing description, every social caption, every email. AI is a powerful assistant. It is not a replacement for your professional judgment.

Come Learn This in Person, May 7th

Denver is a competitive market and it’s going to stay that way. The agents who build a genuine AI system, not just a occasional dabble, are going to have more time, better communication, sharper marketing, and stronger follow-up than the agents who don’t. The learning curve is not as steep as it sounds. You don’t need to be a tech person. You need about 90 minutes, a willingness to try something new, and a few solid prompts to start with.

From the Prompt Bar with Dirk & Katie

When Katie and I first started teaching AI to agents, I wasn’t sure how it would land. Real estate is a relationship business, and I didn’t want to help agents sound more like robots. What I’ve found is the opposite. When agents stop spending two hours on a listing description and start spending that time calling past clients, the relationships get better. The tool, used well, makes you more human, not less. That’s what I want for every agent in Denver. Not a shortcut. A system. I’ll see you May 7th.

— Dirk