Mastering AI for Real Estate and Marketing

Hey, it's Jeff Zimffer, host of the Bargage Marketing Radio podcast. If you're new here, thanks for checking us out. Hope you enjoy the content and episodes and whether you're new or you've been listening for a while. If you feel so compelled, you're getting value from these conversations. We sure would appreciate you leaving us a review. It helps us reach more people on the podcast networks. There's a link in the show notes here where it says, enjoying the podcast, leave us a review. I'd be grateful for that. By the way, when you leave me a review, then go over to Instagram and DM me. Instagram might link will be in the show notes as well, but it's my name, Jeff Zimffer. Just let me know that you left me a review and there'll be a special gift of appreciation in there for you. Okay, so before we get into my special guest this week, I've got to share another win of the week. Come idea from our members at my agent classes, our community of mortgage professionals around the country where we help them lead with an educational platform that makes them 15 mile famous, no co-calling, no chasing, they attract agents, they build a platform of content and education in their local market that helps move them from being seen as a solicitor and vendor to becoming a partner and appear. They're accelerating their conversations at scale, they're adding value, they're building trust with real estate agents at scale and they're getting referrals at scale as well. Here's an example, Liz Reese, longtime member, what's up Liz, Liz has 50 plus people registered for an upcoming online class she's doing called lead conversion, I forget the actual title of the class, but that's what it's about is helping agents with lead conversion. She's teaching it at a realtor association meeting tomorrow, which means most of the agents are people Liz does not know. Part of your success with getting agent referrals is it's like talking to the right agents and but also it's sometimes you're not talking to enough agents. Most people, most originators I talk to have their bus is almost empty, their bus of real estate agents is almost empty and they need to get more agents on the bus. How do you do that? Well, there's a hundred different ways. Frankly, I've tried them all, did them all in the originator and we have enough success stories, I have enough interviews with top producers to know that events in classes are the way to go if you want to scale your reach, add more value, build a personal brand that attacks versus chases and you get conversations at scale. Remember, conversations leads to contracts, that's right. This program and platform is not for everybody, if you're a mortgage originator and you've been in the business for at least three years, you're doing at least three or more loans per month on average, you're coachable, you're teachable, you're willing to do the work and follow a proven plan and participate in a community, this might be for you. You can learn more by going over to mortgagemarketing.pro, the schedule will call with me, we'll have a cool chill conversation, we'll see if we're fit for each other. If we are great, if we're not, that's great too, I'll still like you and I'll still send you a Christmas card, mortgagemarketing.pro go check it out. This week my special guest, becoming a fast fan and friends with my guest this week and it's all about AI and it's probably the best meaningful conversation I've had around AI in a while. That's because this gentleman knows what he's talking about, Jonathan Mast is an AI consultant and coach helping businesses and organizations leverage AI for growth. If you know anything about AI, right, whether it's GPT, Gemini, Claude, even a new one, you may not have heard of complexity, right, we're going to talk about perplexity. A lot of your success with AI using it is prompting, like training it, right, giving it proper instructions. Think of AI like your digital assistant, you need to train your assistant, right? Well, AI is no different than that and I've been spending some time with Jonathan in his private Facebook group, which by the way, he has over 175,000 members in this AI chat GPT prompts group. There's a link in the show notes. If you want to learn more, go check it out. I definitely encourage you to do so because he has shortened my learning curve, leveled up my knowledge and increased the quality of my output and using AI tools like nobody I've come across yet. And so he has my highest endorsement, I think, for cutting through the noise in the BS that exists out there about AI and actually giving you real meaningful, usable tactics, tools and strategies for you to start integrating this into the various aspects of your business which can really make an impact in so many different ways as you know. I think you'll hear more ideas when you listen to this episode of how really can you start using the various AI tools in your business to gain more efficiencies, more success, more sales, you know, all the above. So make sure you check out all the links we're going to Jonathan and the show notes. There's a link over to his link tree, which has a link to all his resources as well. So again, if you like this episode, please leave us a review per the link in the show notes. So let's get into this week's special guest. Let's do it. Jonathan, welcome to the show. Well, thank you for inviting me. I'm excited to be here, Jeff, and have a conversation. I am as well. And this is a very important and timely conversation. But before we get into it, what would you like to share with the listeners who may not know who Jonathan asked is, what do you want to tell him about what you do, all that? Well, nothing that exciting. I'm just another average guy, but I happen to be really passionate about AI. And part of that becomes, becomes because I've got ADD. And that means that I constantly get caught with bright shiny objects and we're going, oh, what's that? Oh, what's that? And AI lets me do things faster. And when I can do things faster, there's more that gets done between those squirrels that show up in my life. And that means I get a lot more done. And that makes me more productive and I can add more value. So all the way around, I just, I love it. And after having spent about 16 years in the digital marketing business, I decided that, well, I still do a lot of digital marketing with AI. What I really decided is I want to really help educate people because there's so many fear mongers out there about AI is evil. It's going to take our jobs. It's going to do this. Oh, my goodness. End of the world is coming. It's terminator all over. No, it's not. There's so much opportunity. And I'm really trying to be that positive voice talking about practical, simple things that we can all do, whether we're business owners, whether we're employees, or whether we're retired, or even students. I just finished a podcast earlier today talking to a bunch of teachers about how their students can be using that. So my goal is to help people figure out how easy AI is to use and how it can make our lives better. Okay. Thank you for that. I'm writing down a couple of notes, teachers and students. I want to come back to that because I have some questions to get your take on that. I'm looking at your LinkedIn bio and it says AI consultant and coach helping businesses and organizations leverage artificial intelligence for growth. How do you feel? I think you and I mentioned this before, perhaps. How does anybody become a AI consultant or coach or dare I say self-described expert? Because this face is like so new. So I just want to unpack this first because I know you see a lot of people selling stuff, courses, whatever, you know, I saw one. I saw one believe it or not was an AI certified real estate agent and I was like, what the hell is that? Right? So what's your general take at least early stages of this, you know, where this need, we need to get through this phase? Yeah. We're in the wild west right now and that means anybody can put a shingle out and say I'm an expert at AI stuff and it's hard in many cases to validate whether they are not. Here's the good news. The people that really are good at it, it's really easy to see what they're doing and you'll see they have tons of content out there. They've got Facebook groups like I have, they've got programs they're offering, whatever that makes sense. They've got tons of testimonials. If they're legit, they're going to be very easy to prove. If they're not legit and unfortunately I see a lot of that, you know, I've got a large Facebook group, Jeff, we've got about 175,000 entrepreneurs in there almost daily. I get somebody saying, I want to be an AI consultant, what prompts what I use to help me do that? I'm like, if you don't know how to prompt AI, you're not, you can't be a coach and consultant. So I mean, it happens all the time. It is, it is like any other discipline. If you want to be good at it, you need to immerse yourself in it. There are not really any credible certifications available at this moment that I'm aware of. There may be one I'm not. But we see two things. We see experts out there and I will be a self-proclaimed one, I guess. There are, I've friends that are also in peers that are great at it that are really good at what they do. We can all say we're certified. I've even taken some certification courses. They don't really mean anything because the certification bodies aren't, I'm not going to say they're bad, but they're not legit. It's not a university. It's not something. On the other hand, we've got the universities and stuff that are trying to do these certification courses, but with all due respect to higher education, it's a money grab. They aren't, they're teaching things that are already a year old. And in the field of AI, a year old is like when I was 18 and I'm 55 now. So you know, there, it's, it's, it's another generation away. But higher education isn't realizing that. So if I can go get something from an accredited institution, whatever I've learned is probably very hypothetical and very old. Okay. So it's, it's a tough spot to be in. If you want to be an expert, start prompting and immerse yourself in the technology. I've literally written tens of thousands of prompts. And that's why it's one of the things I do now for a living when people go, how do I get AI to do this? Well, here, let me show you because I've, I've failed as Thomas said is and said a whole lot of times. Yes. Yeah. I think that's a good description. And I was going to ask you what makes somebody great at AI. I think that's one aspect of it is, you know, prompt the hell. Like you said, tens of thousands of prompts is one. So, so that, and by the way, why does that, how does that help you get better at understanding AI? I'm going to say it's the same reason that let's say I'm in any position that involves communicating with coworkers. The first day on a job, that is the hardest thing to do because I don't know anybody. I don't know who they are. I don't know how to communicate with them well. I don't know what their buttons are. It's very difficult. But after I've been on a job for three years, I don't have to even think about it. It comes natural. I know who Jeff is. I know who everybody is. I know their buttons. I know who your wife is. I know anything that comes up, your family, whatever, I can do because I know it all. Yeah. And that's happened because we've communicated a lot over the last couple of years. And we can expedite that with AI because really when we talk about AI, what we're doing, they call it prompting, but it's really just communicating often compared to texting. If you've texted your family or friends or coworkers today, it's the same thing we do with AI. We communicate with it. But we need to practice that. Just like a public speaker, the first time you get up and do public speaking, maybe a better example is video. You and I both know and love a lot of people that do video marketing. That first video that you do, it sucks every time, not just for some of us, it sucks for all of us all the time, the first one. But if we do 100 of them, guess what? It's where a lot better and that's like anything. I just think we need to use it in our daily lives and that helps us become proficient at it. Do you like the description of AI? Let's just take, most of my time's been on chat, GPT and Gemini. And I know we're going to talk about some other ones that most people, including myself, aren't that familiar with. But are you comfortable with the term digital assistant for AI? Yeah. I am. Okay. I think that's a pretty good, pretty good description. Yeah, and it's like just the example you just gave of, you know, you're essentially having a relationship with AI. I think that's the first, perhaps, shift people need to consider is because they've been approaching it too much as in, you know, garbage and garbage, like I'm just going to give it a basic input. And I'm like, it's going to be wildly intelligent and know everything on, you know what I mean? Like that's, do you find that part of the biggest frustration, it's funny, I asked this in a presentation I did last week. And I'm like, you know, how many, 75 people in the room? How many people here use AI, right? Various hands. How many people are frustrated with the output? Very few hands, what up. And I'm like, I know you're all lying right now, okay? Exactly. Because isn't the place people need to start at is getting better at the prompting or conversation? Yeah. It's no different than, you know, if you're in a relationship with anybody, when I, when I first met my wife, that first date, you know, I put on a good facade that I thought I knew how to talk, but I didn't. We've now been married for 21, 22 years and we can communicate much, much better than we did 20 years ago when we met. And that's just because we've got more experience with it, you know, it's, it's nothing different. We, yes, we may have changed, but it's really about that experience and knowing how to do it and it's having that experience. Hmm. And I have to say, and we're going to link everything up in the show notes to your Facebook group, which is, I've learned, I've learned, I think, more in just a few weeks that I've been exposed to you and your Facebook group and the content that goes through there. Then I have in a year of using AI. So we're going to link that up. It's AI chat, GPT prompts for entrepreneurs. It's Facebook group. It's massive. It's awesome. I was already able to swipe a bunch of useful prompts that saved me tons of time. Awesome. So back to your point about, like, you know, how do you know somebody's good at it? Because you're prolific. And I think that's the word I think of with you is your prolific. That's a great one. Yeah. And you're also, you're sharing, like, you're not doing the, you know, remember what, what was it? AI PRM? Am I saying that right? Yeah. Yeah. I remember that plugin. Yeah. It's still there. I haven't used it in over a year. But yeah, as soon as they went to a paid model. Right. Not that I'm not paying. I pay for a lot of AI models. But I didn't find it had enough value for me to pay for and that's something we could talk about. So I'm not a big proponent of having these lists of prompts because by the time I find the prompt, I want to use and then change that prompt to fit what I wanted or realize it wasn't what I wanted. So go back and try to find another one. I could have just used a framework and I could have written a great prompt in 30 seconds. Mm hmm. And I'd rather do that. Yeah. That's the key thing we want to talk about because I know you're big on frameworks, right? I am. I am very big on those. And I want to let's start this in perhaps sequential order because most of the people listening to this have had probably a toe in the water experience with AI so far. Most of it's probably actually BT or Gemini maybe. I got a few outlier friends who are using Claude, you know, perplexity is one I only heard about for you. So I'm going to make a couple of notes here for myself. We'll definitely cover all of this. But let's say I'm so my audience is mortgage originators and some real estate agents. And of course they're trying to figure out how do I start using this to save time, have some efficiencies, be more consistent in my content output. Any low hanging fruit you want to go to first there. First and foremost in both of those you guys, everybody needs more customers. And the best way in my mind to get customers in either of those you have to build trust. I'm not hiring you as a real estate agent or as a loan and originator for me if I don't trust you. And so I need to trust you. The best way to do that is for you to create content that answers my questions. So if I'm a realtor, you I can go to Google and I can find 100 questions that every homeowner is asking about realtor about real estate sales. If I'm a loan originator, I can do the same exact things, not a big deal. Answer every one of those questions, do a short form video, do a social media post and let AI help you do that. If you're not comfortable on camera, you don't know what to write. No problem. So literally go to AI, we can train chat GPT using custom instructions about who you are, what your role is, what your name is, how to get a hold of you, all that. And we can say, you know, so one of the most important questions maybe as a real estate agent I get is, you know, should I stage my home or not stage my home? I don't know if that's the one or not. I'm just picking that up. Well, guess what? I can now go to chat GPT and say, I want to write an engaging and viral social media post about staging your home and the importance of it. And here are the three things that I want that I believe as a real estate agent and I want to express to my audience, go and it's going to go ahead and write it, depending on the date it has, it's going to write a good post, we're going to go back and forth a little bit. But in five minutes, I'm going to have an amazing social media post that I can say great. Now I also want to do a short form video, you know, like an Instagram reel or TikTok or something like that. Write me a voice only video script to the same topic, boom, 12 seconds later, I've got that voice script. Grab my phone, looking forward to where it is, there it is, grab my phone, upload that transcript to my phone. And now I hold my phone out in front of me and I go, if you ever wondered whether you need to be staging your home or not and I answer that question and I post that on social media, I post that on YouTube, I post that on TikTok, I post that everywhere that's available. And when you do that, you don't have to spend a penny. Because you do that once a day for 90 days, you will be so far ahead of your competition because nobody else is willing to give it that consistency. And the key is, you can use AI to do, don't use AI to create the video, you can, you do the video, but use AI to create the script, use AI to write the social media post. And now that's literally including recording the video, using something like cap cutter caption on my phone to edit it, post it and everything else, that's 20 minutes a day. If that generates you and makes you the best known real estate agent in your area after 90 days, would you invest 20 minutes a day for 90 days to do it? I would. Yeah. Okay, I love that. Let's go a little bit deeper. How about the common or frequent objection and I've seen this as well is, you know, it doesn't sound like me. It's using the same unlock, unleash, write-als, AI type, how do we not have it sound like a robot? I know this is, you know, probably another softball for you, but yeah, what's your answer to that? All right. Well, great question. And it's actually when I answered with the teachers because when I was talking to the teachers earlier today, like I mentioned, they're all like, but we can always tell on I'm like, you give me a topic and give me 20 minutes. I will write an essay that you can't tell was written by Chad GPT and they're like, how? And I'm like, I simply trained it and I know what things to ask it. And so you train the models and the easiest way to do it, Jeff, is just go out and go to a site called 16personalities.com, take their personality test. It's going to give you, it's a Myers-Briggs test. It's going to give you four letters at the end that you are such and such. I happen to be what's called an ENTP. Now when I have AI write for me, I just say right from the perspective of an ENTP or even simpler, I'm an ENTP at the end. It has libraries of information about what that personality type is. And based upon that, it will create content that reflects my tone and style. And it's just hugely, hugely valuable. There's a lot more we can dig into than that. But that's the simple, that'll give you 80% of the way there in 10 minutes. Just go take that test, use that code and it will now sound, your wife might know it's not you, but nobody else is going to know it's not you. How do you like that compared to, you know, back to training the GPT, such as uploading transcripts of previous content or things like that? That's better, the more time you can take, but I do both in conjunction. So, you know, if you've got like podcasts like this that we've got, if I take my transcript and I would upload that as a document and say, hey, here's Jonathan speaking, it will learn based upon that. But even there, I'm going to ask it to analyze that transcript, I'm to ask it to analyze that blog post, my social post, whatever I'm uploading so that it gets my tone and style. The other thing we can do is, you know, if you're out there and, you know, if you look behind me, I've got a bunch of books. If I pick one of those authors of those books and say, I want to write in their style, it will do so. And it will sound much less like AI as a result of that. The last part's really simple. You can't just copy and paste. You've got to proofread because it uses words like delve and other things like that. I can't even think of right now that despite our best efforts and even though I use some of those words, we don't want to use those who are writing content anymore because it's now become an AI flag. Right. Yeah. And it's becoming more apparent when people are just cutting and pasting AI content because you can see those same words repeated over and over again. Yeah. Unlocked. I mean, the two big ones I see is unlock, discover, you know, even though I know those are like copywriting 101 good words to use, which by the way, I'll keep, let's geek out here for a second. I've definitely done and used the author thing multiple times, like I've used, you know, the best copywriters, John Capel's David Oglevy, Gary Halbert, right, and I'm asking it to pull from that to give and give me different examples of headlines and copy on each of those. Absolutely. And then what I do is I say, okay, combine the best of all three, right, now to give me that output. So that's a cool little tip. Just this morning as a matter of fact, I was writing a script example, and I don't know if you know Phil M. Jones exactly what to say, if you heard of him. Yeah. Yeah. Yeah. Yeah. Yeah. So I asked it to use his style and tone in this script and overcoming an objection about this new buyer's broker agreement situation. Yeah. That's work. It's really amazing and not sounding like everybody else and actually like imagine, imagine like back in the day, right? What did we used to have to do? We had to go to like a Tom Hopkins seminar or read the book or whatever it was and we're like, we'll practice and learn the scripts. And now it's got this database of all this where you can, if it's in a written format, right? Now you're like, oh my God, I can get some of the best script writing, sales training, you know, all that stuff in a matter of moments. Pretty amazing. Oh, yeah. And again, I always tell people, if it's a book in your library, it probably knows everything in that book already. Now it's not going to regurgitate it to your page per page because it's been programmed not to do that. But if we're talking frameworks, which I'm big on and so I want to pick an author that's described to framework or something like that. All I have to do is reference the author and the framework and it knows what it is. I don't have to educate it on it. It'll now follow that because it understands what it is. Okay. So speaking of framework, let's tease the audience a little bit, frameworks, when it comes to getting the better output from GPT, what are some framework that you can provide? Well, I believe in a really simple one. It's four steps. I call it the perfect prompting framework because I'm humble, no, I'm just kidding. But it's super simple. The key is we need to treat AI much like Jeff, if you and I were going to be collaborating on a project. Yeah. I'd start by giving you relevant information about that project, right? So I'd give you background information. I would then also make sure that I told you what my question was. And most importantly, I'd probably say, hey, and by the way, Jeff, if you have any questions ask, what happens is most people go in and they go, I want to write a social media post I'm a realtor. Yeah. Or maybe I want to write a social media post about staging a home and that's all they write and they get it out and they go, well, that's not very good. I mean, that's just not that accurate. On the other hand, if they would start and say, you are an expert home staging consultant or real estate consultant or anything like that. And I want to write an engaging and viral social media post about the importance of staging a home when you're selling it. Notice I'm giving it much more information. Right. I'm a realtor in Grand Rapids, Michigan. And I want my audience to know the that I believe that staging a home will increase its value by X percent. Maybe I've got studies and I can say it's going to get you 7 percent more. Then please write that social media post for me. So we've done step one, which is tell it who it should be. Step two, give it the background a mission. Step three, your question. And then step four, which I think of the most important, oh, no, by the way, Jeff, before you write this, ask me any questions you have. And that last part is so critical because oftentimes we don't know what information we should give. If you and I are collaborating on a project, I don't necessarily know what you know and what you don't know. I don't know how much to give. I'd same with you at GPT, Claude Gemini. But if I say ask me any clarifying questions and I've forgotten, which by the way, I forget what to give it all the time. Now it just says, oh, by the way, Jonathan, in order to give you the best response, I need these three questions answered. I can choose to skip them and I'll get the social response or I can answer them and I'll get an amazing customized response exactly on what I want. So step one, tell it who it is, step two, give it background, step three, ask your question and step four, say, ask me any clarifying questions. That's it. I'll go this together in one prompt. You'll be amazed. Yeah. And then obviously review it for accuracy for telling the staff of your preference and then you may need to continue to massage it from there. Yeah. Although, I would say you will have to do far less of all of that if you ask it the right way because it'll get that much closer. But you're right. Carry on a conversation with it. If you don't like something, you and I are collaborating on a, let's say we're collaborating on an event and you write something up, I don't like. I'm going to say, jeez, Jeff, I'm not sure I'm a fan of that. Could we try this or could we try that? You might do the same to me. You might look at a graphic at his and go, I'm not sure if I like that blue. Could we put in maybe something more purple or green or whatever your favorite color is? Do that same thing with AI. Okay. I think this is a good trail we're going on here to utilize that prompting framework. And then I know kind of the next level, I guess, of this would be one of these two options, either custom instructions or custom GPTs so that you don't have to go wherever you want to go on either of those two. Well, Chan GPT has two great features, which is almost exclusive to which is custom instructions. And it basically allows me to upload and preload two key factors. One, what do I want Chan GPT to know about me? I wanted to know my name, I wanted to know my business, my phone number, my email address, what I do for a living, what I'm passionate about, by the way, my personality type, those are all things I put in what I wanted to know about me. Then how would I like it to respond? And so that I can then give it ideas of how I wanted to respond. One of the things I love to do is I'm not one for being very verbose and chat GPT has a tendency to use lots of adjectives and adverbs and to be very verbose and what it says. So I often tell it to do short and succinct or I use a phrase called Hemingway Rules. If you search that up, you'll find out something earnest Hemingway to develop and it was a style. We talked about frameworks. It's a style that basically is, say it as simply as possible. When you just put use Hemingway Rules, which I have in my custom instructions, now when it creates content instead of being super verbose, it gets to the point really fast and that works for my ADD and I like that. So you can fill those up. So that's custom instructions. The other one is a custom GPT and there are multiple platforms that support this essentially. Jeff, this is training the GPT on your information. So just before this call, I should got off the phone with my direct primary care provider, which is our health care provider. And they're what they call a DPC direct primary care. It's a little bit different in the way it works, but it's super awesome. And he says, how can I create a custom GPT for our staff so that they can use it? And I said, well, it's really easy. All we're going to do is we're going to take your marketing material, we're going to take the information from your website, we're going to take your vision, we're going to take your mission statement and we're going to upload all of those PDF documents into a custom GPT and we're going to tell chat GPT you need to first respond from that batch of information. And if you don't have the answer there, then use your information. So now when we're when they're writing maybe a social media post or maybe they're writing an SOP or maybe they're brainstorming because they happen to be opening up a new location, when they're doing that and they do that within that GPT, it already knows all about their practice. It knows all about the people that work there. And I should say, whatever you've uploaded to it, a great example for most businesses would be an employee manual. If we have employees and we have an employee manual, we all know that we've given it to them. They've signed the piece of paper that said they wrote it and understand it and we know that they didn't read it period. Why do we know? Because the first time a question comes up, they ask us instead of going to look at that employee manual, imagine if I took that document, all that whole binder and I uploaded it to chat GPT and now I gave a link to my employees and said, hey, before you ask me, would you do me a favor? Would you go to this GPT and just go ask how we handle our bereavement policy because it's in there? Would you ask me what we do when your third cousin's dog dies and when you want to know does that give you, does that qualify under bereavement? No, but you can find that out by searching in that custom GPT because it's going to reflect off that data that we uploaded. Yeah. Okay, how much do you have you created your own custom GPT's? Tons of them, probably hundreds by now. Some of them probably you use more than others because some of it was experimental, I assume. Oh, yeah, yeah, absolutely. Right. What would you say then would be, I mean, so you gave the employee handbook one, can we use a custom GPT back to our original example of creating social media content or different types of content? Yeah, no, in fact, I just, I've got a challenge coming up after this, this call today literally is about how to write a viral social media post and part of that includes I'm giving everybody that's participating in that my custom GPT, which is literally you type in. It's all trained with what does it take to create viral, worthy content? Having analyzed hundreds and hundreds and hundreds of viral posts and that, what are the characteristics they share? Kind of like you mentioned when uploading your own information, what are the characteristics you share? That's all been programmed in. And so now when it goes in, it automatically looks at that again, it's a framework to follow. My favorite word is on this podcast, at least, and it follows that and it creates that. So I can literally go in and type any topic I want. And it's going to create a viral, worthy, I don't say viral because we don't know if everything is going to go viral, but a viral, worthy post that, and again, I can do so. So in minutes, because it's already been pre-trained, it's like having an employee on my team that's always available that is really good at writing viral social media posts. And so whoever I want to do that, I go, hey, Jeff, can you write this for me? Because you're really good at writing social media posts. But they just reside in chat GPT and I can use them wherever I'm at. So these custom GPT, some people can choose to share them, right? And they become public, so to speak, if you have the link. Right. Yeah. There's probably, there's eight. I'm looking at my GPT right now. I've got about eight or so different ones in there, some of them from friends, some of them that I created. But one of the ones that I shared, and it's always, it's interesting to me. I guess it depends on what your knowledge or awareness level is. But back to that event I did last week. I showed them, this is the thread we've kind of been talking about, a friend of mine created this thing, Scott Shang, shout out to you, my man, phew, ay, ay, it's a simplified 9x content amplifier. And obviously you get what it does, but the description is, in this case, from a transcript, no, this could be podcast YouTube, whatever, this GPT writes two SEO optimized articles, social media posts, to Facebook, Instagram, tick.google, business LinkedIn, and an email to send to your database. Like I literally did that. And obviously you know the amazing, wow, factor with that. And some people were just like, holy shit, like I did not know it could do that. You still find, like, like, like, do you, that's not mine earth shattering anymore, is it? No, but I still get surprised. I mean things come up. I have dull moments all the time. I just worked with a pure mine, Jeff Hunter, brilliant, gay eye guy, and he was teaching me some of the things that he does, and I'm like, duh, I never thought of that. And it's like, that's brilliant. And thankfully I was able to do the same to him on a couple of things, but yeah, it still happens to me regularly that I'm learning things and going over things and going, man, I could have been doing that for the last three months and I never realized it. Yeah, I guess the more you dive into this thing, the more, if you approach it the right way, we've already given you kind of the framework and training it and all that kind of stuff editing the outputs. So once you get through that fundamentals there, then that's where it becomes really interesting because then the lights bulbs start to go on. I think of so many different use cases, right? Absolutely. The more you use it like anything else, you've ever noticed when you buy a car, you go to the dealership, you buy a car, you fall in love with it, and maybe in my case it's probably a dark gray or a silver car. You, man, I've never seen one so beautiful. And literally as you're driving that car home, the three miles to your house, you see four of them. Yeah. It's that same thing because all of a sudden you become more aware and you start seeing more opportunities to use that. And you know, I use it literally all day long. I'm using it. I can't tell you how many dozens or hundreds of prompts I do in a day because I use it to help me do all kinds of things from writing emails to brainstorming, to prepping for a podcast to whatever the case may be. What, what are some of the glaring limitations that currently exist that you think we will work through? I'm not sure we'll work through this one, but it's probably the biggest glaring limitation. And that's it. I mentioned Chatchy PT and other models have been trained on essentially every book and every library. If you think about it for a moment, there's books that disagree. There are authors that disagree in a written books. And it's been trained on all of those books, but nobody's told it which one to believe. So sometimes it will pull data from different sources. A good example, maybe not quite as dramatic, but if you ask it who wrote or who said this quote, a lot of times it gets confused and it may report one person, one time you try again at a report, another person, because it's been reported in different areas, different knowledge that it has at different people that it quotes, been attributed to different people. So that's a good example of how you need, that's why we need to verify. I use a tool you mentioned briefly called perplexity. It's an AI-based search engine to do all my validation because Chatchy PT caught in Gemini. They all have a knowledge cut off. Chatchy PT has cut off as we record this in August of 2024, was a year ago. It's August of 2023. So it doesn't know anything that's happened in the last year. Now it does have web access, so if you give it an article, it could read it. But it's not a search engine, so it's not going to go out and find that. Perplexity is a search engine. So if I ask it a question, it's going to go search the web for relevant information, and then it's going to use AI to summarize it. So unlike Google where I get 10 results and now I can spend an hour going down a rabbit hole chasing these different websites, perplexity is going to look at those 10 websites and it's going to summarize the data for me and say here's your answer based upon what we've got. And I can use that to validate stuff, and it works super, super well for it. Aren't there, I thought I used a plug-in in the past that actually you can connect GPT to go to the web in real time? You know that one? There is. So again, you can actually do it natively in GPT now. There used to be one called web pilot that's no longer exists because they've added it inside a chat GP directly. Two issues, one, again, it's not a search engine, so it's not just going to go out and search the web and find stuff for you, if I give it a blog post that I wrote, it'll go read that blog post, but it's not going to do lots of search. The other issue is that a lot of sites, especially early on, and these are a lot of the major sites, they blocked chat GPT from having access to them because they were worried it was going to use their site for training data. As a result, let's say I'm going to pick a magazine, I don't know if it's true, but let's say I'm using Time Magazine, chances are a chat GPT can't read anything from their website because they've blocked it. Perplexity, just being a search engine, they can read everything. And so they've been permitted access for those reasons because they're purely searched? I prefer to say they haven't been blocked access, I don't know if they've been permitted, but they haven't been blocked. Fair enough. So speaking of search, there's some buzz that AI is going to chip away at search. Google search, and you have any opinion on that? Of course, yes. I think it's going to change the way we search more than anything. All search is still going to be wildly important, but I think the key words are going to become less important. We're already seeing that, the key words are not that they're not important. If you're an SEO guy, don't scream at me, they're still important, but the best real order in Grand Rapids, Michigan, is now less important than it was a year ago because when Google or anybody else is looking at it from a search perspective, they as a real estate agent, they want to see that you're talking about lots and lots of things other than you just have one page on your website that says you're the best real estate agent in Grand Rapids. So they want to see blog posts and videos and social posts about staging and listing and commissions and all kinds of things that surround that. Here's the funny thing. Google is not going to necessarily rank your social media posts, but it came out last year in their Justice Department filings that they had to release that were somewhat redacted, but that they're actually indexing that information to define your credibility. In other words, if I just have a blog post and I'm putting stuff out there, it may not know who I am. But if it can validate with a YouTube channel and it can validate with a Facebook and LinkedIn profile and they see those ties coming together and the content being the similar. So as a real estate agent, everything I'm talking about is stuff that a real estate agent would talk about. Google then looks at it as do other search engines and go, wow, Jonathan's more credible because we've confirmed his expertise and his authority and we've done that more just off of one keyword blog post. Right. So if you use the term Google Authority, learn a lot about that when we're talking about Google business profiles and prominence and search and things like that, yes, the crawlers are looking for that. But do you think people just as a practice are going to start using these AI tools, perplexity you mentioned is a search agent and most people aren't aware of that. So let's just say, you know, there's some people talking about, oh, you know, using chat GPT for search and typing in people's names and see what comes up. You think that's going to increase that activity? Yeah. I mean, again, you can go to perplexity and do that. I think, you know, I don't think chat GPT just announced or open AI, their parent company just announced they're not coming up with search GPT, which is designed to compete with Google. So we're definitely going to see things. I think that, you know, there's a lot of people that go to chat GPT and ask it search-related questions, not realizing they're very limiting their responses, but it's just become very natural. And we like the way it responds to us. We like the fact that, you know, it gives us not just websites to go look at, but it actually gives us answers back and it saves us time. Yeah. So the race is on, man. Can you imagine what it's like inside these companies, just the discussions and the meetings of like, we've got to capture the market share now, right? Absolutely. 100%. 100%. Yeah. No, it's got to be very interesting to see the things they're talking about and to understand the things they're worried about. Yeah, I think, but to me, it's super exciting because as an entrepreneur, there's just so much opportunity and I can save so much time and I love that. Okay. Let's do this real quick. So people have heard a few different things. They've heard chat TBT. We've mentioned Gemini perplexity, which we've clarified as being search. You've also mentioned Claude. How does somebody decide, you know, my home base for using an AI tool? If you're just getting started, first of all, make it easy. Don't overcomplicate it. You do not need a bunch of different tools. Pick one, pick chat TBT, Claude or Gemini from Google. Pick one of them. Access to one of them, whatever one you have access to is perfectly fine. Do I have preferences? Yeah. But guess what? Whatever you have access to is fine. It's like going to the car dealership and I'm sure we're going to have different people that believe whether I should buy a four to Chevy or a Dodge. But at the end of the day, they're all going to take me down the road. They're going to take me to the store. They're going to take me to church. It's all going to work out just fine in the long run. No arguments, please. I know some of you disagree. But that's where we're at with the search engines. Are there preferences? Sure. There's people that prefer Claude. There's people that prefer Chad's TBT. There's people that prefer Gemini. But any one of them will work. Start learning how to prompt it and use one tool to start off with. You can say the same thing to all the tools. You don't need to prompt differently or communicate differently. But find one that you're comfortable with. You like the user interface. It works for you. Make sure it's available on mobile because you'll find you want to use it on your phone a lot. And then just start asking a question. Start using it to brainstorm to write that email that you go, man, I should take a few more minutes to write this and I want to take to write that social media post to wake up in the morning and go, oh, man, I just had things change up. Or maybe I'm a real one. I just had a brand new house at the market. How can I make this interesting? Imagine uploading the pictures that you just took of this new listing and asking Chad's TBT to help you write a description based on the pictures. You can do that literally right now. Wow. That is amazing stuff. Is the paid version of GPT worth it? Yes. Period. End of story. Okay. There's a couple of quotes I'm finding on your Instagram page right now. One of them is AI will change the world more than anything else in the history of mankind by Kai Fouli. It seems the fact that you posted that you are in some level of agreement with that. I probably wouldn't agree with it to the letter, but overall, yes. I think AI is, I compare it to, you know, we had the Industrial Revolution. We had the Internal Combustion Engine. We then had the Internet, or the PC, I missed the PC, then we had the Internet. This is going to be bigger than any of them, ultimately, by the time we're done. Where are we on that curve? I forget what it is. You know, the early adopters. Yeah. Yeah. Where are we? What I would call the bottom left side, we're just getting started. We've got so much longer to go. The last stat I saw said that less than 15% of the people have even used AI. And by the way, that was a study done in North America, so US and Canada. So we're not talking third world countries that don't have computers here, but less than 15% of the people have actually used AI. It is not too late by any means. I know I talked to somebody, then he goes, oh, I missed the way, so the way it was just building. We've got a long ways to go yet. You know, I'm trying to put this in the parallel, and we'll close out and share how people can connect with you. You know, I think of looking back to, you know, you and I follow similar people, Gary V. Hermosey, you've got the book, I go, and, you know, there was this time along the horizon of when these new platforms come out, like when Google ads first came out, and it was cheap Facebook ads when it was like everything gets saturated at some point, right? And I guess the way I'm looking at this right now, and you've had a hand in this by the way you should know, because you're the first person I found who provided real context around how to use AI intelligently, so hats off to you. Thank you. But I think we're at the similar stage as the early days, I know this sounds cheesier cliche or whatever, but you know, the early days of the internet, man, you know, and it's just like, we're there early. This is for the listener. Like if you're, if you're, I know me, I'm trying to build a personal brand online and YouTube and all this stuff, and it's crowded, and there's a lot of, so breaking through that wall of noise is hard. Well, I'm looking at this now from like it's early stages AI, and I want to jump on it to optimize my business, my pros, my life, like other income opportunities and things like that, because I think we're in that early stage phase. Do you agree? Yeah. I do. Absolutely. Yeah. I mean, Gary Vee talks about the one difference is he talks about new platforms, and if you get started early, you get that extra inertia, that kind of works, but we don't know what platforms are going to take off. It doesn't, in my mind matter, I'm very agnostic when it comes to those, but if you as an entrepreneur and a business person start using AI now, you're going to be that much further ahead of all of your competitors. Yeah. And when your competitor is a year from now, we're going, man, I guess I got to look at this AI stuff because it ain't going away. Now you can go, no, shit, I've been doing this for over a year, and I'm kicking your butt. Right. You're going to be that much further ahead. You know, last night I had a customer of mine, a consulting client call, he was trying to figure something out. She texted me. He's like, can you just help me do this prompt that I've been working on it for three hours? And I said, well, first, don't work on it for three hours, just text me. And literally in about less than 90 seconds, I don't, I was going to say 37, but I don't know, I was guessing. It's less than 90 seconds. So I had rewritten it for him. I'd sent it back, and he sent me a text back 30 minutes later, and you just saved me $2,500, whatever it was he was working on. Wow. That's awesome. That's how AI can work. I'm not special. I'm not any smarter than anybody else, Jeff, but I've written enough prompts that when it came time to show basically put your money on the line, I was able to turn that around again in less than 90 seconds. He'd spent three hours on it. He's probably a better businessman than I am. He's certainly more successful than I am, but I was able to help him because I had more experience in this area. And if you do that, you're going to be able to accelerate your business in the same way. And I don't, you don't have to be an AI expert. You can just be someone that's really proficient, leveraging AI to promote your business, to grow your business, and you will be ahead of most of your competition. 100%. And I do think that, you know, drafting somebody, right, to use that term, that's ahead of you who's got experience can help you, yeah, help you get results, which is why you, you come into mind here. I want to share with everybody how to, how to engage and follow you further. So you've got some resource. Thank you. First of all, you mentioned the Facebook group, we're going to put a link to all your stuff in the show notes. It's going to be a link tree. It is JonathanMass.com forward slash link tree. And that's J-O-N-A-T-H-A-N-M-A-S-T.com forward slash link tree. That's going to be all your key resources, you know, prompting guides. You've got an upcoming challenge. You've got these cool little things you do, these self-scribes, which are like, I was really geeking out on those for a minute. You got a mastermind, like, and you can actually, well, I don't want to abuse this, but for the people who are ready, you know, you have the ability to actually schedule calls with people too. Yep. So, yeah, I would advise everybody listening to it right now, at a minimum, click the link, get into his Facebook group, and then anything else you see relevant on this link tree. I think here's the key takeaway. Just like back to my little social media example, video content, is the thing I often do is this, Jonathan, when I'm talking to agents or whoever, I'm like, this mobile phone that I'm holding up, like, this is a new skill we needed to learn how to use posting, constantly, this AI, it's another new skill, and potentially has even bigger impact will help fuel this thing, actually. It will. And, again, your competition won't do it as fast as you, and if you win, you're that much further ahead. Absolutely. Absolutely. Awesome, man. I really appreciate you making the time for today. Everybody listening, you know what to do. Follow the links in the show notes, get into his group, ask questions, start to break stuff, get in there, bang stuff around, you know, GP, GPT, whoever, that AI assistant, right? She's not gonna complain. She won't ask for a raise, right? All that stuff. Just put it to work. Thank you. All of the above. Thank you, Jonathan. Appreciate it. Thank you, Jeff. All right, listeners. We'll see you on the next one. Thanks for tuning in. There's a link in here. Leave us a review. We'll see you soon. Bye for now.