The AI Skill Only 2% of Agents Know 🧩

Last week I met with two different Compass mastermind groups equaling over 200 top producers across the country. I was there to talk AI, so before I met with them I hd surveys sent out to see where people were at. I compared the results to survey data I collected from the agents who took my spring class.

The numbers across all 3 groups were incredibly similar: ~88% use AI primarily for copywriting—listing descriptions and social media captions. 54% use it for brainstorming and 31% for meeting notes. But here's where it gets interesting: while 68% want to "learn cutting-edge tools" and 64% want to "maximize marketing ROI," less than 15% are even subscribed to ChatGPT Plus, only 8% use it for predictive analytics, and a jaw-dropping 2% use AI to determine their marketing strategy.

The gap is glaring: agents want advanced results but are stuck using AI like a fancy spell-checker.

This week we're skipping the latest shiny tools and focusing on the low-hanging fruit that 90% of agents are ignoring—strategies that could transform your business this quarter, not next year.

Beyond AI Copywriting

The Real Problem: The data tells the story - most agents treat AI like a writing assistant when it should be their business intelligence analyst. You're essentially hiring someone for $20 a month with a PhD in every subject on earth and asking them to proofread your emails, social media posts and listing descriptions.

The Cost: Time spent on manual tasks that AI could automate, missed opportunities from unanalyzed data, and the disadvantage of reactive vs. strategic decision-making.

The Solution: Stop asking "Can AI write this?" and start asking "How do I get the training I need so I can implement AI everyday to grow my business?"

4 Ways Into AI that 90% of Agents Are Missing

1. Your Business Intelligence Engine: Instead of manually reviewing your database quarterly…

   1. Try: "Analyze my last 300 email interactions. Who are my warmest leads that haven't been contacted in 30+ days? Draft personalized follow-ups for the top 5 based on our past conversations and key information from the market for their specific zip code."

   2. Why it works: Your email data contains CRM-esque patterns you can't see manually. AI spots the overlooked opportunities.Tell it to draft you the most compelling report using a combination of prompts and send that overlooked client an email while you’re out showing homes.

2. Your Strategic Marketing Partner: Instead of guessing what marketing content to create…

   1. Try: "Based on my closed deals data and current market conditions, what content themes would resonate most with my target buyers this month? Create a 4-week content calendar with specific topics."

   2. Why it works: Data-driven strategy vs. hope-based marketing. Your past successes predict future opportunities.

3. Your Business Customization System: Instead of getting generic advice from AI…

   1. Try: Upload your brand strategy, deal summaries, marketing budgets, and business workflows. Create a custom AI that knows your business, your voice, your expertise, and your goals.

   2. Why it works: Context changes everything for clients. Your AI assistant doesn’t know your expertise, deal history, or neighborhood acumen.

4. Your Client Intelligence Analyst: Instead of reactive client service…

   1. Try: "Based on this client's profile and our conversation history, what concerns will they likely have at each stage of the transaction? Draft proactive communication for each phase."

   2. Why it works: Prevents problems before they happen and positions you as the expert who anticipates needs.

The Missing Link: Business Context

Here's what separates the 2% who use AI strategically from the 88% stuck on copywriting: business context.

Most agents ask AI to write listing descriptions without sharing:

• Past successful deals and what made them work

• Their brand voice and messaging framework

• Their ideal client profiles and pain points

• Their competitive advantages and specializations

Do you feel like you’re creating generic output that sounds like every other agent? The solution is to feed your AI assistant your own business intelligence:

• Brand Strategy Documents - your positioning, voice, values

• Deal Analysis - what types of transactions you excel at

• Marketing Performance Data - what content actually converts

• Client Stories - patterns in your best relationships

5 Tasks For Next Week

Your todo list for next week is to stop treating AI like a writing tool and do these 5 things to create a business partner who knows you, your market, your clients, and your goals.

1. Export key CRM data, email histories and transaction records

2. Document your brand positioning and unique value propositions

3. Document your market intelligence and competitive analysis

4. Upload all of that business context to a custom AI project

5. RSVP to my free 30 minute conversation with Brian Knox on Thursday, August 7th where we talk about how he’s implementing these AI strategies to grow his business…

-Matt

P.S. My next cohort of "Mastering AI for Real Estate Agent Marketing" runs August 18-29. We'll be building exactly these kinds of business-specific AI systems. Five 90-minute sessions that will move you from copywriting to real business impact. Use code “AgentIntelligence10” for 10% off enrollment ✔️