Why Prompts Matter

Great prompts unlock better, faster results from AI. In real estate—where every listing, lead, and conversation is unique—clear, specific instructions mean fewer rewrites, less time “fixing” copy, and more time prospecting. A well-shaped prompt tells the AI what matters most: your suburb nuances, your brand voice, and the exact outcome you need (e.g., a vendor update email vs. a social caption). It also reduces compliance risks by steering the AI toward accurate facts, correct pricing language, and Australian spelling/legislation cues. In short: better prompts = better content = better business.

Start With the Outcome

• Tell the AI exactly what you want delivered.
• “Write a 150-word auction recap email to my vendor” beats “Write something about the auction.”
• Include format: email, SMS, social caption, checklist, script.

Add the Who, What, Where
Context is king. Specify:

• Who: first-home buyers, downsizers, a specific vendor.
• What: three-bedroom waterfront listing, price reduction, market update.
• Where: suburb, city, state—local nuances matter in Australia/NZ.
• When: open-home times, campaign week number, settlement dates.

Show Your Voice & Brand

State the tone and brand personality:

• “Premium but warm, like a trusted advisor.”
• “Concise, no slang, Australian spelling.”
  Provide an example paragraph if you have one.

Structure the Response

• Ask for headings, bullet points, or numbered steps.
• “Use H2 headings and a bullet list of key benefits.”
• “Finish with a clear call-to-action to book an appraisal.”

Feed It Data, Not Just Wishes

AI can only work with what you give it—so feed it facts, not fluff. The more specific your inputs, the less it has to “guess,” and the closer the output will be to ready-to-send.

• Property specifics: Address, suburb, bedrooms/bathrooms/parking, land or internal size, key features (pool, northerly aspect, heritage facade), strata/body corp fees, rental appraisal.

• Campaign details: Auction/private treaty, guide/price range (or “price on request”), auction date/time/location, open-home times, days on market so far, enquiry numbers, inspection feedback themes.

• Comparative data: Recent local sales (price + date), median values, clearance rates, vacancy rates—whatever supports your message.

• Audience & purpose: Who’s reading (downsizers, FHBs, landlords), why they care (low maintenance, yield, school zone), and what action you want (book an appraisal, RSVP to auction, download a report).

• Your offer & fees: Commission structure, marketing package inclusions, staging offer, finance partners—so the AI doesn’t invent incentives.

• Brand voice/tone rules: “Premium but approachable,” “no slang,” Australian spelling, required disclaimers. Add a sample paragraph if you have a gold-standard example.

• Formatting & length: “200 words, 3 bullet points, H2 headings, end with CTA link to booking page.”

• Non-negotiables & exclusions: “Do not mention price,” “avoid promising returns,” “must reference privacy policy.”

• Links & assets: URLs, QR codes, brochure PDFs, Matterport tours—paste them in so the AI places them correctly.

• Anything unusual: Tenant still in place, development potential (STCA), flood zone history—flag it so the copy stays compliant and transparent.

Give the machine the puzzle pieces, and it will build you the picture you actually need.

Quality Check Before You Hit Send

• Verify every fact, not just the “big ones.” Double-check street numbers, suburb spellings, bedroom/bath counts, land size, strata/BC fees, recent sale prices, auction dates, settlement periods, and any performance stats (DOM, enquiry numbers).

• Cross-check against your CRM and contracts. Ensure the details match what’s in your listing authority, agency agreement, or contract of sale—especially pricing language and inclusions/exclusions.

• Stay inside state legislation and industry codes. Confirm your wording complies with local underquoting/price-disclosure rules, privacy laws, anti-discrimination guidelines, and advertising standards (NSW, QLD, VIC etc. each have nuances).

• Use approved brand language and tone. Make sure disclaimers, taglines, and logos are correct, and the tone aligns with your brand style guide (e.g., “premium but warm,” Australian spelling, no slang if that’s your policy).

• Remove “AI guesses.” Scan for invented stats, quotes, or amenities the AI may have hallucinated. If you didn’t provide the data, assume it could be wrong.

• Check links, CTAs, and formatting. Test every hyperlink, phone number, booking link, and QR code. Confirm the email subject/preview text makes sense and that bullet points/headings render cleanly.

• Protect personal information. Don’t publish vendor/buyer names, phone numbers, or private feedback without written consent.

• Add necessary disclaimers. If you reference yields, finance, or legal timelines, include “general information only—seek independent advice” wording where appropriate.

• Final proofread aloud. A quick read-through catches awkward phrasing and ensures the message feels human, empathetic, and on-brand before it lands in a client’s inbox.

• Save winning prompts as templates for next time.

Prompt Template You Can Reuse

“Act as a [role, e.g., ‘senior real estate copywriter’]. Create a [format] about [topic]. Audience: [who]. Location: [suburb/state]. Tone: [tone]. Include: [bullet list of inclusions]. Word count: [range]. End with [CTA]. Use Australian spelling.”

Craft better prompts, and you’ll craft better business results—consistently.