If you’re still using ChatGPT like a glorified thesaurus, it’s time to level up.
On last week’s Walk Thru podcast, The Broke Agent (aka, BAM co-founder Eric Simon) and Jason Cassity broke down exactly how real estate agents can turn ChatGPT into a personalized content assistant that actually sounds like you.
We’re talking about custom GPTs—your own AI assistant trained to know your voice, style, brand, and even your DISC profile.
And once it’s set up, it can brainstorm with you, roleplay with you, and crank out content that feels tailor-made (because it is).
As Jason put it,
“If you use a custom GPT like this, you will stand out from the crowd.”
Read on to find out why. Then make some time to enjoy the full episode:
What Most Agents Are Doing with AI (And Why It’s Not Enough)
For a lot of agents, ChatGPT is still just a content shortcut. According to The Broke Agent, he’s using it for:
- Brainstorming ideas for posts
- Rewriting existing blogs in his voice
- Turning BAM blog posts into five-slide Instagram carousels
“One of my favorite things to do is actually copy-paste blog posts that we’re using on BAM and turn them into carousel content.”
If you’re not leveraging AI this way, you’re probably spending way more time than you need to on content that converts.
But as few agents realize, these hacks are just the beginning.
Jason Cassity takes it to the next level with a custom GPT that knows him inside and out. And yeah…it’s every bit as cool (and borderline scary) as it sounds.
What’s a Custom GPT—and Why Should You Care?
With a paid ChatGPT account (just $20/month for ChatGPT Plus), you can create a custom GPT, which is a version of ChatGPT that draws from a knowledge base you upload.
It’s like onboarding your own AI marketing assistant.
Here’s what Jason included in his:
- His DISC profile (so the GPT knows how he communicates)
- His full bio, social links, and content samples
- Summaries of favorite books like Stories That Stick and The Conversion Code
- A listing prep playbook from his team’s workflow
In Jason’s words:
“It’s sourcing Conversion Code, it’s sourcing Stories That Stick, it’s sourcing my DISC profile, it’s sourcing my social media… It’s a much more custom answer.”
This means every time Jason asks a question, whether it’s about content strategy, listing prep, or how to approach a lead, his custom GPT gives him answers based on his personality, his voice, and his process.
How to Build Your Own Custom GPT (Step-by-Step)
Here’s a simplified breakdown of how to create your own real estate GPT, using Jason’s setup as a model:
Step 1: Upgrade to ChatGPT Plus
It’s $20/month (worth every penny) and gives you access to custom GPTs and voice mode.
Step 2: Go to “My GPTs” and Click “Create”
Find this in the top right corner of your ChatGPT dashboard.
Step 3: Fill Out the Configure Tab
- Name your GPT (e.g., “Agent Cassity GPT”).
- Upload a profile picture.
- Add instructions about who you are:
- “You are a real estate agent based in [City]. You’ve been licensed for [X years], you run a small team, and you specialize in [area/type of client].”
Step 4: Upload Your Knowledge Base
Add files like:
- A Word doc with your bio and social links
- A PDF of your DISC profile
- Book summaries of content you love
- Listing presentation materials
Step 5: Add Sample Instructions (like Jason’s)
“This GPT consults with Jason Cassity, a forward-thinking real estate agent in metro San Diego… They have 26,000 followers on Instagram and rising, and are a father and a husband… Their bio is attached as a Word doc in this knowledge base.”
Feel free to tweak and customize the above for your own voice and personality.
Step 6: Talk to It Like It’s on Your Team
Ask things like:
- “What should I do today to generate leads based on my DISC profile?”
- “Write me a listing description that avoids sounding like ChatGPT.”
- “Give me a carousel post idea using Stories That Stick as a framework.”
- “How should I approach this listing appointment based on what you know about me?”
Step 7: Add to It Over Time
The more you feed your GPT, the better it gets. Add more files, update your instructions, and refine your prompts.
“You don’t have to add all these books and everything at the beginning. You could just say, ‘Here’s my Instagram profile, here’s a few things about me,’ and then build it over time.”
Bonus Use Case: Team Access
If you’re a team leader, your custom GPT can become the first place your agents go with questions.
For example, they can ask “Jason GPT” questions like—
- “What should I say to this client who’s ghosting me?”
- “How do I respond to this inspection request?”
- “What’s a good hook for this listing video?”
This is a huge benefit to your team, especially when they can’t consult you in person, as The Broke Agent pointed out:
“You could give your team access to it so if they can’t reach you, they could ask that Jason that question.”
For you, it also means fewer text or voice messages to respond to during the day. Show your team how to use your custom GPT, and they’ll not only have an easy-access tool to reference when they have questions, but they’ll also, in using it, help the GPT continually grow in its understanding of how your team works.
Final Thoughts for Real Estate Content Creators
If you’re still relying on generic prompts and one-size-fits-all content, you’re missing out. A custom GPT allows you to:
- Create on-brand content faster
- Improve your follow-up and messaging
- Train your team more efficiently
And most importantly, it helps you show up online in a way that sounds like you.
As Jason said:
“If you’re just going in raw and talking to ChatGPT and it doesn’t know any information about you, it’s going to just source it as if you’re any kind of random human.”
Your audience wants to see evidence that you’re investing yourself in your content. This is one way to do that that won’t cost you hours a day.
BAMx members already have 24/7 access to our real estate ChatGPT prompt library, plus new AI prompt packs added to BAMx and shared weekly in our content drop.
Not a member yet? Join now for a free 7-day trial.
