The problem
Every new listing needs public remarks for the MLS, the brokerage site and the portals, and the words have to be accurate and stay within the Fair Housing Act. If a six-agent team in Denver takes about 10 new listings a month and each description takes an hour to write and rewrite, that's 10 hours a month, and one careless phrase such as 'perfect for a young family' is a fair housing problem for the agent.
What the AI does
Type the facts you've checked into ChatGPT, Claude or Gemini as bullet points (beds, baths, square footage from the measurement you rely on, lot size, year built, updates with dates, HOA, schools by name and distance) and ask for remarks in your house style, within the MLS character limit, describing the property and its features only. Leave out the seller's name, their schedule, whether the home is vacant and any access details. The assistant words only what you give it. The listing agent then checks every line against the facts, removes any claim that can't be backed up and any wording about who the home suits, and the seller approves the final text before it goes live.
A worked example
An illustrative example built from typical figures, not a named business.
A six-agent team in Denver takes about 10 new listings a month. The listing coordinator types the checked facts for each into an assistant, gets a first draft, and the listing agent edits it for accuracy and fair housing before the seller signs off.
Before
About 60 minutes to write and rewrite each of 10 listings: 10 hours a month
After
About 30 minutes to draft, check and edit each one: 5 hours a month
What it's worth
About $200£150€179A$289C$283 a month saved, against a cost of nothing to $20£15€18A$29C$28. That's 5 hours a month (30 minutes on each of 10 listings), worth $200£150€179A$289C$283 if the coordinator's time costs $40£30€36A$58C$57 an hour. The free plans of ChatGPT, Claude and Gemini can do this; a paid plan is about $20£15€18A$29C$28 a month for one person if you hit usage limits.
How to set it up
- Write the facts for each listing from your own checks and the seller's disclosures: measurements, updates with dates, HOA, utilities, schools by name and distance.
- Keep a short fair housing list beside you: no wording about race, color, religion, sex, disability, familial status or national origin, and no 'family-friendly', 'ideal for empty nesters', 'safe neighborhood' or 'walking distance to church'.
- Paste the bullet points into ChatGPT, Claude or Gemini and ask for remarks within your MLS character limit that describe only the property and its features.
- Check every sentence against the facts, and delete any feature, view, distance or adjective you can't back up.
- Have the seller approve the final text in writing, following your brokerage's listing forms, before it goes to the MLS.
What goes wrong
- An assistant can invent a feature, such as a renovated kitchen or a view, that isn't there. Misrepresentation is a license-law problem for the agent, so every claim is checked.
- Drafts can slip in wording about who the home suits. Under the Fair Housing Act that's the agent's risk, not the software's; describe the property, never the people.
- Keep seller names, showing schedules, vacancy and lockbox details out of consumer AI plans. Give the assistant the property facts only.
- MLS rules often limit what can go in public remarks (no contact details, no showing instructions). Check your MLS's rules as well as the character limit.