Updated 20 September 2026: first published on Elite Agent in April 2025. The article has been refreshed as an AI basics guide to planning a useful client download and a clear sign-up process.
You have spent time on a useful social post. People like it, perhaps share it, and then scroll on. If you want to keep the conversation going, make the next step as useful and clear as the post itself.
For a real estate agency, that might be a practical download and an invitation to receive relevant emails. A social-media like is not agreement to join your mailing list, and a download should not silently become a subscription to unrelated marketing.
If you are starting with AI in real estate, begin with the resource itself: one useful page that answers a real client question. A free download offered to attract enquiries or subscribers is often called a lead magnet.
This AI basics for real estate exercise uses an approved AI chat tool to organise your own expertise into a simple outline. It is a small first step towards a complete journey: social post, useful download, sign-up page, delivery and any ongoing emails the person chooses to receive.
What could I offer that people would find useful?
Start with something clients ask repeatedly. A seller might need a list of property details to gather before an appraisal. A buyer might want a worksheet for recording questions after an inspection.
Choose one practical outcome. A short resource that helps someone prepare for a conversation can be more manageable to produce and check than an ebook promising to explain the entire property market.
Supply the information the draft needs. Do not ask AI to invent local sales data, a valuation or claims about your agency’s experience.
How do I use AI to plan my first lead magnet?
Start a new chat in a tool your agency approves, such as ChatGPT or Claude where permitted. Copy this prompt, replace the brackets and paste your checked notes. Remove client names and confidential information. If you do not have the facts needed to answer the question yet, gather them before drafting.
Help me plan a one-page resource for real estate clients.
Intended reader: [E.G. A SELLER PREPARING FOR AN APPRAISAL]
The question they need help with: [QUESTION]
What they should be able to do afterwards: [PRACTICAL OUTCOME]
My checked advice and agency process: [NOTES]
Relevant sources and dates: [DETAILS]
Suggest one plain-language title and an outline with up to five sections. Use only the supplied advice. For each section, show the point it will cover and any information I still need to provide.
Then suggest a short social post describing the resource accurately. Label it as a draft to use only after the resource is finished and checked.
Do not invent market data, testimonials, sales results, legal requirements or agency services. Do not promise a sale price or guaranteed enquiries. Ask me to approve the outline before drafting the resource. Use Australian English.What should I do with the AI answer?
Check that each suggested section answers the reader’s question and uses advice you can support. Fill the gaps yourself or ask the appropriate colleague. Then ask the AI to draft the page from the approved outline and your completed notes.
Read the finished draft as if a client were going to use it today. Check the steps, names, figures and links. The resource should be useful enough to stand on its own; its job is to help someone, not to hide a sales pitch inside a download.
Once the resource is ready, compare the social post, sign-up page and delivery email. They should all describe the same download and explain any ongoing emails consistently.
Make the social post and resource agree
Tell people what they will get and who it is for. The download should deliver what the post promises.
Illustrative post: “Preparing for an appraisal? Our free Seller Preparation Checklist helps you gather the property details and questions you want to discuss. Download it here: [LINK].”
Use that wording only once you have created and checked the resource. It promises a preparation aid, not a price estimate or a sale result.
Original supporting video: Jo Mooney of Mooney & Co.
Does downloading a resource mean someone has subscribed?
A landing page should answer three questions before someone submits the form:
- What am I receiving?
- How will it reach me?
- Am I also choosing to receive ongoing emails, and what will those contain?
Collect only the information you need for that purpose. Keep the resource request and any ongoing subscription understandable. Avoid wording that hides marketing permission inside an unrelated download request.
For marketing emails, obtain appropriate consent, identify the sending business and make unsubscribing easy. Keep a record of express consent. ACMA’s guidance explains these requirements; sending a marketing email to ask for permission does not solve missing consent.
Test it yourself before promoting it
Open the page on a phone, submit a test entry through the intended path and confirm the resource arrives. Check the links and what the welcome message says. If there is an ongoing subscription, test the unsubscribe process too.
Have someone else try the journey without coaching. If they cannot tell what they signed up for, revise it before you send more people there.
Then measure the steps separately: visits to the sign-up page, completed sign-ups, successful delivery and useful replies or conversations. Use consistent definitions and a clear reporting period. A like, a download, an email subscriber and a client enquiry are different outcomes.
There is no universal return to promise here. The useful question is whether the resource helps the intended reader and gives those who want it a clear way to stay in touch.
For help creating the download itself, use my free two-prompt lead-magnet workflow. To decide which questions deserve a resource, start with a content strategy built around client questions.
The original version first appeared in Samantha McLean’s AI Powered Agents newsletter. Read the refreshed resource-building tutorial on AI Powered Real Estate by Samantha McLean, now on Substack.