ChatGPT 5.0: The Good, Bad, & Bottom Line for Real Estate Agents 🔑

Last week OpenAI launched ChatGPT 5.0, and reactions have been split. Some are calling it a game-changer. Others think it’s overhyped.

The truth? Both sides have a point. The team is trying to satisfy a world of different customer types and some will always be upset with tradeoffs. The reality is if you’re still using AI mostly for quick listing copy, captions, or emails, you won’t feel that much of a difference but if you’ve been leaning on it for strategy, data, and unique workflows you could really unlock new possibilities.

Let’s break it down.

The Good 👍🏼

Built-in “mode switching”
5.0 can automatically decide when to be fast and conversational versus deep and analytical. This means you can ask a quick “What’s Williamsburg’s absorption rate now?” and then follow it with “Draft a 3-month email marketing plan for my new luxury listing”, all in one thread without switching models.

An upgrade to your Business Intelligence
The new context window is massive (reportedly up to 1 million tokens). You can feed it years of CRM history, old emails, and past transaction data, then ask it to spot patterns.

Easy persistent memory
You can “onboard” GPT once with your brand voice, preferred pricing strategy, and market focus — and it will remember across chats. No more re-uploading files every time.

The Bad 🤷🏼‍♂️

One model for everything
OpenAI merged all its models into one. While simpler, it removes the ability to choose between “fast” and “deep” versions. On Reddit and X there was a lot of pushback saying that this was all about saving OpenAI money. They argue 5.0 is less customizable, slower for quick jobs, and missing the unique strengths of older models. No doubt cost savings was part of the motivation but you can’t blame em when they’re burning through billions.

Higher cost for top features
It looks like they’ll continue to focus on the strategy of holding the best capabilities locked in higher-tier subscriptions.

Data privacy isn’t figured out
They said they’re working on it but you still have to do manual protection of your business data, CRM exports etc. You can still upload CRM data but you’ll need to delete it from your account and the model’s memory right after or find a way to scrub it before uploading. I’ll share a full deep dive on privacy best practices in an upcoming issue.

The Bottom Line (Why Should Real Estate Agents Care?)

For the vast majority of agents this model is better at everything that matters and it’s easier to not have to think about which model is right for which task. This release has upgraded the key components for agents marketing - comms, voice, visuals, do-it-for-you agents, deep research and more. The question is whether you’ll do the setup work on your side to truly unlock the potential of this model…or keep using it for the same surface-level tasks?

Real Estate Use Cases That Maximize 5.0

Instead of: Creating a separate luxury listing plan, detailed luxury marketing report, video script for Instagram, and a long-form post for LinkedIn in separate threads. Now: “I've uploaded the photos, floor plans, and video walkthrough for my new luxury listing. Create a full marketing package: a report on the market surrounding it, a script for a 60-second Reel, and a detailed LinkedIn post."

Instead of: Relying on past hunches and broad market data to pick your next farm. Now: "I've uploaded the last 5 years of local sales data and a full PDF of our city's new zoning plan. Analyze this data to predict which three neighborhoods will see the highest appreciation in the next 18 months, and draft a high-level strategic marketing plan for each.”

Instead of: Explaining complex transaction timelines and legal jargon to every new client. Now: "GPT-5, I've uploaded my client's signed offer sheet. Create a simple, single-page web app that generates a visual, step-by-step timeline of their transaction. The app should explain each milestone in plain English and highlight important deadlines."

What do you think of the 5.0 upgrade?

—Matt

Let’s Unlock 5.0 Together. Last Week to Enroll!

If reading this and thinking, “I should be doing more with AI” - this is your moment. This is the last week course until December 2025.

My AI Marketing System for Top Real Estate Agents course runs August 18–29.

• Build your own Agent Brain with persistent memory.

• Learn how to use CRM data to inform your pricing strategies, lead scoring, and neighborhood reports.

• Go beyond prompting to build a customized AI that leverages your data, voice and business experience.