How Real Estate Agents Can Use AI to Close More Deals with Adam Gillespie

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Are you spending hours creating social media posts, writing market reports, and sending follow-up emails? What if I told you there's a way to cut that time in half—or more—while actually improving your results?

That's exactly what we're diving into in this episode of The Sherri Johnson Show with special guest Adam Gillespie, the inaugural winner of the Inman AI Award and founder of Apex Elite AI.

Adam is a top-producing real estate agent in the Denver metro area who has mastered the art of using artificial intelligence to scale his business, save time, and provide better service to his clients. And the best part? He's breaking it all down in terms that any agent can understand and implement.

Why AI Matters for Real Estate Agents Right Now

The real estate industry is changing fast. Agents who embrace AI tools now will have a massive competitive advantage over those who wait. According to Adam, "AI is absolutely going to change the entire fabric of how we do real estate."

But here's the problem: Most agents are either overwhelmed by the technology or using AI tools incorrectly. That's where this episode comes in.

Adam has spent years studying machine learning, AI ethics, and prompt engineering—and he's taking all that knowledge and making it practical for real estate professionals like you.

The Truth About ChatGPT vs Gemini for Real Estate

If you're like most agents, you've probably heard of ChatGPT. Maybe you've even tried it a few times. But did you know it's not actually the best AI tool for real estate?

According to Adam, "ChatGPT is like the Nike or Apple of the AI world—it's more popular just because of the way they market it. It's not actually the best. It's actually not even in the top five in my personal opinion."

Why Gemini Outperforms ChatGPT

Adam's number one recommendation? Google Gemini. Here's why Gemini is superior for real estate agents:

1. Larger Memory Capacity: ChatGPT has a 32,000 token context window, while Gemini has 1 million tokens. This means you can have significantly longer, more complex conversations without the AI "forgetting" earlier parts of your discussion.
2. Better Reasoning: Gemini's reasoning model is more advanced, giving you more human-like thought processing and better responses to complex prompts.
3. Latest Technology: With the recent release of Gemini 2.0 Flash and Gemini 3.0, this platform has been blowing away benchmark tests and is "probably the closest thing to AGI [Artificial General Intelligence] that we've seen yet."
4. Less Popular = Less Saturated: Since most real estate agents default to ChatGPT, using Gemini gives you an edge with less saturated, more unique content.

Understanding Large Language Models: AI for Beginners

If you're new to AI, you might be wondering: What exactly is a large language model? Adam breaks it down beautifully - a large language model (LLM) is essentially an advanced chatbot that combines three key technologies:

1. Natural Language Processing (NLP): This allows the AI to understand and respond in human-like language
2. Neural Network: Similar to the human brain, this assigns weights to possible responses and selects the most appropriate one
3. Transformer Technology: Developed by Google in 2015, this gives AI its "generative intelligent technology" and PhD-level thinking

Together, these create what we call a Generative Pre-trained Transformer—which is what the "GPT" in ChatGPT stands for.

The Game-Changing Strategy: CRM + AI Integration

Here's where AI really becomes powerful for real estate lead generation and pipeline management. Adam emphasizes that AI alone isn't the answer—it's the combination of AI with your CRM that creates magic.

How to Integrate AI with Your Real Estate CRM

1. Automated Lead Follow-Up: Set up AI-powered email sequences that respond to leads based on their behavior and interactions
2. Smart Content Delivery: Use AI to determine what content each lead needs based on where they are in the buying/selling journey
3. Personalized Communication: AI can analyze lead data and help you craft messages that resonate with each individual
4. Pipeline Management: AI can help prioritize leads and suggest next actions based on engagement levels

Adam's recommendation? Lofty CRM is his platform of choice because of its AI integration capabilities. The key is that your CRM becomes the hub where AI automates the busywork while you focus on high-value activities like meeting with clients, showing homes, and closing deals.

AI Content Creation That Actually Works

Let's get practical. Here are the specific ways Adam uses AI to create content for his real estate business:

1. Market Reports and CMAs

Instead of spending hours compiling market data, use AI to:

• Analyze market trends and statistics
• Create comparative market analyses
• Generate neighborhood reports
• Produce buyer and seller guides
• Develop pricing strategies

Pro Tip: Feed your MLS data into AI and ask it to create a comprehensive market report in your voice and style.

2. Social Media Content

Adam uses AI to create:

• Instagram captions and posts
• Facebook updates
• LinkedIn articles
• TikTok video scripts
• Twitter/X threads

Time Saved: What used to take 2-3 hours now takes 15-20 minutes.

3. Email Campaigns and Newsletters

AI can help you:

• Write engaging email subject lines
• Create valuable newsletter content
• Develop drip campaign sequences
• Personalize messages for different audience segments
• Generate follow-up emails that convert

4. Listing Descriptions

Create compelling property descriptions that:

• Highlight key features and benefits
• Use emotion-driving language
• Target the right buyer demographic
• Optimize for SEO and search visibility
• Stand out from generic MLS listings

5. Video Scripts

Generate scripts for:

• Property tour videos
• Market update videos
• Educational content for buyers/sellers
• Client testimonial questions
• Social media Reels and Shorts

The AI Cloning Strategy That Will Blow Your Mind

One of the most exciting revelations from this episode is Adam's discussion of AI voice cloning. Imagine creating a digital version of yourself that can:

• Respond to client inquiries 24/7
• Sound exactly like you
• Maintain your personality and communication style
• Handle initial client questions
• Qualify leads while you sleep

How AI Cloning Works

Using tools like ElevenLabs or other voice cloning platforms, you can:

1. Record 30-60 minutes of your voice
2. Train the AI to replicate your tone, cadence, and speaking style
3. Create an AI agent that can have conversations on your behalf
4. Integrate this with your CRM for automated responses

Important Note: Adam emphasizes that AI ethics are crucial. Always be transparent with clients that they're interacting with an AI assistant, and use this technology to enhance—not replace—human connection.

Mastering Prompt Engineering: How to Talk to AI

The quality of your AI results depends entirely on the quality of your prompts. Here's Adam's framework:

The Perfect Prompt Formula

1. Give AI a Role

• "You are an expert real estate marketing strategist..."
• "Act as a top-producing luxury real estate agent..."
• "You are a real estate copywriter specializing in high-end properties..."

2. Provide Context

• Share relevant information about your market
• Describe your target audience
• Include specific details about the property or situation

3. State Your Goal Clearly

• "Create a 7-email drip campaign for first-time homebuyers..."
• "Write a compelling listing description for a 4-bedroom colonial..."
• "Generate 30 days of social media content focused on..."

4. Specify Format and Tone

• "Write in a conversational, friendly tone..."
• "Keep it under 150 words..."
• "Include 3-5 bullet points..."

5. Include Examples (When Possible)

• Show AI samples of your previous work
• Provide examples of the style you want
• Share successful content from competitors

Research Your Clients with AI Before Every Appointment

Here's a game-changer that Adam shared: Use AI to research clients before listing appointments.

The Pre-Appointment Research Process

• Get Strategic Insights
  • "Based on this person's profile, what are they likely to value in a real estate agent?"
  • "What questions should I prepare for someone in this profession?"
  • "How should I position my services to appeal to this demographic?"
• Find Their Online Presence
  • Search social media profiles (LinkedIn, Facebook, Instagram)
  • Look for personal or professional websites
  • Find any public information about their work or interests
• Feed Information to AI
  • Copy relevant information into your AI tool
  • Ask AI to analyze their personality type
  • Request communication style recommendations
• Prepare Personalized Talking Points
  • Create custom presentation elements
  • Develop relevant case studies
  • Prepare specific market data for their needs

The Result: You walk into that appointment knowing exactly how to connect with the client, what matters to them, and how to position yourself as the perfect agent for their needs.

Business Planning and Goal Setting with AI

Don't limit AI to just marketing tasks. Adam uses it extensively for business strategy:

SWOT Analysis

Ask AI to help you perform a comprehensive SWOT analysis:

• Strengths: What are your competitive advantages?
• Weaknesses: Where do you need improvement?
• Opportunities: What market trends can you capitalize on?
• Threats: What challenges are on the horizon?

Goal Setting Framework

Use AI to:

• Set yearly revenue goals
• Break them down into monthly targets
• Create weekly action plans
• Generate daily task lists

The 90-Day Plan Strategy

I personally use AI for my 100-day attraction journal, and Adam's approach aligns perfectly with this. Ask AI:

• "Help me create a 90-day plan to generate $X in revenue"
• "What activities should I do each day to achieve these monthly goals?"
• "Create a tracking system to measure my progress"

The power is in the specificity—AI can break down seemingly impossible goals into daily, achievable actions.

AI Ethics in Real Estate: Using Technology Responsibly

Adam has certifications in AI ethics, and he stresses how important this is for real estate professionals.

Key Ethical Considerations

1. Transparency

• Always disclose when clients are interacting with AI
• Be honest about how you use AI in your business
• Don't mislead people about AI-generated content

2. Data Privacy

• Never input sensitive client information into public AI tools
• Use enterprise-level AI with proper security
• Follow all privacy laws and regulations

3. Accuracy

• Always fact-check AI-generated content
• Don't rely on AI for legal or financial advice
• Verify statistics and market data

4. Human Connection

• Use AI to enhance relationships, not replace them
• Keep the personal touch in your business
• Let AI handle tasks, not relationships

5. Fair Competition

• Don't use AI to spam or manipulate
• Create genuine value, not just more content
• Maintain professional standards

Final Thoughts: The Future of Real Estate is Here

AI isn't coming to real estate—it's already here. The agents who thrive in the next 5-10 years will be those who learn to use these tools effectively now. As Adam says, "I realized really quickly that this is going to absolutely change the entire fabric of how we do real estate."

But here's the good news: You don't need to be a tech genius to use AI. You just need to start. Begin with one simple use case—maybe social media content or email follow-ups—and build from there. The goal isn't to replace the human element of real estate. The goal is to free up your time so you can focus on what you do best: building relationships, understanding your clients' needs, and closing deals. AI handles the busywork. You handle the relationship-building. Together, you create a real estate business that generates consistent, predictable income month after month.

Ready to Take Your Real Estate Business to the Next Level?

If you're serious about implementing AI and other cutting-edge strategies in your real estate business, our coaching programs can help. We work with solo agents, team leaders, and brokers to create consistent monthly income, generate more leads, and close more deals—without the burnout. Sherri has helped thousands of agents double or triple their income using proven strategies like the Goldmine Pipeline™ system. Now, with AI integration, we're helping agents work smarter and achieve even bigger results.

Schedule your free 30-minute strategy call HERE or grab your free 7-day access to the Playbook HERE and start seeing results right away.

Our coaching programs start at just $49/month for the Sherri Johnson Academy, with 1:1 coaching available from $595-$995/month.

Remember: It takes five contacts to get a yes, but with the right strategy—and the right tools like AI—you can get there faster.

Let's turn your potential into profits.

About Adam

Adam Gillespie is a Denver-based realtor and AI/CRM coach, revolutionizing real estate operations with cutting-edge automation. Winner of the 2024 Inman AI Award, Adam is the founder of Agent Prompt University and Founder of Apex Elite AI, helping agents scale with AI-driven systems. As a speaker, coach, and tech strategist with The Wolfpack at eXp Realty, he empowers thousands of agents worldwide with smarter lead nurturing, client management, and AI-powered business strategies.

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