Posting Smarter, Not Harder

Back in the day, I used to spend an inordinate amount of time crafting the perfect Facebook status (and to age myself even further, my AIM away message). How could I let everyone know about the fun trip I went on without it sounding like bragging (I was totally bragging)? How could I get attention about being upset while saying I didn’t want to talk about it? Which Blink-182 lyric expressed what I was feeling deep in my soul at that very moment?

It was a lot of work.

But now, really, who has the time?

Don’t get me wrong: I obviously still want the attention. (Isn’t that the whole point of social media?) But I no longer have the time or inclination to figure out the perfect thing to say. Enter: artificial intelligence! Between ChatGPT and AI features built into social media sites such as LinkedIn and Instagram, I can put in the general gist, get a good caption and move on with the other things I need to work on during the day.

And AI isn’t just useful for when I’m feeling angsty. Commercial real estate brokers, among others, are making great use of it for marketing on social media, as writer Greg Isaacson expressed in his article, “Brokers and Bots.” It makes that crucial aspect of their job easier, freeing up time for them to work directly with clients.

“Probably the strongest AI use case that exists today, and it’s practical and real and works well, is generative AI for developing marketing content,” David Franklin of Yardi told Isaacson.

Of course, it’s not as simple as typing a prompt and getting the perfect response that will boost your business. You have to train AI to write in your voice. And make sure it’s not saying the same exact thing other brokers have posted. And edit to make sure it sounds like a human wrote it, not a robot. But still, it’s much easier than poring over all the lyrics (in tiny, tiny fonts) in all your CDs.

Find out other ways AI can make your life easier in Isaacson’s article.

Read the June 2025 issue of CPE.