AI in Real Estate: Choosing the Right AI Tool for Your Business

Now that you know what AI is and how it works, the next step is choosing the right tool. The Playbook calls this:

“Step 2: Pick Your LLM.”

Not all AI tools are the same. Some are great at writing, others at research, and a few are best for brainstorming. Here’s how the Keller Williams Playbook* breaks them down:

ChatGPT: The Jack of All Trades

Developed by OpenAI, ChatGPT is the most used AI in the world.

“Think of it as your easy-to-work-with team member with few weaknesses. It’s good at almost everything.”

This makes it a great starting point for agents.

Gemini: The Integrated Researcher

Powered by Google, Gemini thrives in research.

“It has an advantage of being connected to the Google ecosystem and the Web.”

If you live inside Gmail, Docs, and Sheets, this tool feels seamless.

Claude: The Polished Writer

Claude shines when it comes to writing.

“It excels with natural conversations and writing complex code. Think of Claude as your esteemed editor.”

For agents, it’s a great choice for long-form blogs, guides, or polished client resources.

Perplexity: The Answer Engine

Perplexity is designed to fact-check and cite sources.

“It is less of a creative writer and more of a direct answer engine that cites its sources while saving you time surfing the wrong websites.”

This makes it ideal for pulling accurate, up-to-date housing data.

Grok: The Edgy Brainstormer

Finally, there’s Grok.

“Designed to be more conversational, witty, and maybe even a bit controversial.”

If you want bold, trend-driven content for social media, Grok is a creative choice.

Free vs. Paid Plans

Every one of these tools has a free tier with usage limits. Premium plans (around $20/month) remove those caps. As the Playbook advises:

“If you hit the free limits often, upgrade the app that feels easiest to use.”

Final Thoughts

There’s no single “best” tool. The right one depends on your goals and workflow. But if you’re just starting out, ChatGPT is the easiest way in.

In the next blog, I’ll show you how to personalize your AI assistant with a Master Prompt so it always sounds like you.

Want more insights on AI and real estate? 🎥 Subscribe to my YouTube channel: Jenni Sells The Block.

These insights are adapted from the Keller Williams AI Playbook, available to licensed KW agents through KW Command.

*This AI Playbook was created and copyrighted ©2025 Keller Williams Realty, LLC. All rights reserved.