AI in Real Estate: Understanding Large Language Models (LLMs)

Artificial Intelligence may sound intimidating. But here’s the secret: you don’t need to be a tech expert to use it. In fact, the Keller Williams AI Playbook* makes it clear:

“It’s been built specifically so that everyone can use it. If you can talk, type, or use a camera, you can use AI.”

What Is a Large Language Model?

At its core, a Large Language Model (LLM) is simply an advanced text engine. It doesn’t “think.” Instead, it predicts patterns in language based on your input.

As the Playbook explains:

“LLMs are incredibly complex code strands… They don’t ‘think.’ They predict based on the words and context used in your prompts.”

That’s it. You provide the input, AI provides the output.

Why LLMs Matter in Real Estate

LLMs free up hours of your time so you can focus on clients. The Playbook boils it down to two buckets:

“We can think about AI in two buckets: generate leads and get stuff done.”

For now, we’re focusing on “getting stuff done.” That means:

• Generating listing descriptions.

• Creating newsletters.

• Drafting client scripts.

• Simplifying housing market data.

Real-Life Examples

Here’s how you could use an LLM today:

• Social Media Posts: “Write three Instagram captions about home staging tips.”

• Client Education: “Summarize today’s mortgage news in plain English.”

• Content Creation: “Draft a blog about the benefits of buying vs. renting in [your city].”

The Playbook says it best:

“Your job? Give it a well-designed prompt that triggers a consistent and desired response.”

Final Thoughts

Large Language Models may sound complicated but using them doesn’t have to be. With just a few sentences, you can unlock tools that save you time, simplify your work, and keep your focus where it belongs; on your clients.

In the next blog, we’ll explore how to choose the right AI tool for your real estate business.

Want more tips and strategies? 🎥 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.