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AI tools now let real estate agents create hyper-local market newsletters, blogs, and podcasts in minutes—without writing or speaking a word.
Part 2 of 3 of the 60 Minutes to Autopilot Series. Based on a conversation featuring Jason Pantana, Barry Jenkins, Gabe Cordova, and Juefeng Ge.
In the second installment of insights from the Ylopo and AI Marketing Academy webinar, Jason Pantana, alongside Ylopo's leadership team, showed agents how to use AI for creating hyper-local, data-driven marketing content at scale.
The local data goldmine
Ylopo users already have these tools for generating and nurturing leads. But there's something missing that Jason kept coming back to during the webinar.
This idea of becoming a consistent source of local market intelligence. The source people think of first.
Jason asked the group a simple question:
"What's the number one question people ask you?" The answer, obviously, is "How's the market?"
It's not really about answering that question. It's about answering it with enough specificity and consistency that you become the person people think of when they wonder about the market.
Actual data, actual insights, the kind of stuff that makes someone go, "Huh, they really know this." Not just "pretty good" or "it's picking up."
Why email still dominates (surprising data)
That kind of consistency requires a channel people actually check reliably. Jason shared some research that probably challenges what most agents assume about marketing channels.
Social media gets all the buzz, sure. But email? Email is still king:
4.6 billion monthly worldwide users (compared to 3.27 billion on Facebook)
People check email 15-20 times per day (vs. 5-8 times for TikTok)
99% of people check email every single day
58% check email first thing in the morning before any other app
Average engagement time: 9 seconds per email (vs. 3 seconds for Instagram reels)
Jason put it this way:
"Email is a privilege. You get nine seconds of captive attention with every email on average. That, my friends, is a moment to have influence and build your brand."
For Ylopo users who are already using automated campaigns through Ylopo, this reinforces the decision to invest in this capability. However, it also implies that every email must truly add value.
The template trap (and how to avoid it)
The natural instinct when you realize this is to find some way to make your emails look more professional. A lot of email marketing platforms lean on drag-and-drop templates.
Jason called this "the trap of templates."
He told this story about being on the yearbook squadron in high school. They gave him a template and said, "Make a collage."
So he dropped things into the template and it looked terrible. Why? Because he's not a designer.
Most people aren't.
His solution is using AI to create custom-designed, branded HTML emails that actually look professional without needing any design skills.Sounds complicated, but it's not really.
The Claude email builder strategy
Jason walked through exactly how this works. He used Claude (Anthropic's AI platform) to create market update newsletters.
The process itself is surprisingly straightforward:
You export MLS data for whatever area you're targeting
Expired listings, canceled, withdrawn, closed homes, whatever
Then you use Jason's custom prompt in Claude
The AI analyzes the data and asks you strategic questions
From there, Claude generates a complete HTML email with professional charts and graphs, data-driven insights, custom messaging based on your target audience
Your brand colors, fonts, and logo all in place
Jason demonstrated this live.
"I didn't write a word of this. I didn't design a pixel of this. I didn't analyze any of the calculations," he said. "It was one thing: my prompt in Claude and my MLS data."
The resulting email can be copied directly into Mailchimp, Constant Contact, or Ylopo's email system. Just copy, paste, send.
Hyper-local is the new black
As soon as you appreciate how easily you can create these emails, the next logical step is deciding what to write them about.
Rather than producing a single generic market report covering your entire service area, you can create localized market reports for individual neighborhoods, price tiers or property types.It seems obvious, but few agents are taking advantage of this strategy.
Jason challenged the group:
"What would happen if you said, 'I'm going to create market update media for my geographic farm, for a specific price tier in my local marketplace, for a certain kind of home like mid-century modern homes'?"
You could do:
Franklin 37064 site-built homes
The Brentwood luxury market over a million dollars
Nashville condos under $300K
Homes near specific schools
Properties with specific features
The list goes on.
"Your ability to query the MLS, get the data, and have AI build the hyper-specific materials," Jason said. He paused. "It's a game-changer right now."
This dovetails with Ylopo's dynamic remarketing capabilities.
While Ylopo's DARE (Dynamic Ads for Real Estate) shows prospects properties based on their search behavior, your hyper-local content establishes you as the neighborhood expert.
Two different angles, same outcome: you become the person they think of when they're ready to move.
From email to blog: Doubling your impact
When you develop this system for emails, you quickly begin to notice that you're working with essentially the same building blocks for creating other formats.
The same MLS data and AI-based methodology that you apply to create emails is similarly applied to blogs.
And recall from Part 1: these blogs are referenced by AI platforms when making recommendations of local agents.
A well-written blog post on "Choosing the Right Realtor in Franklin Tennessee" could result in ChatGPT referencing you as a recommended agent to potential customers.
You created something worthy of reference.
The podcast revolution (without speaking a word)
The blogs handle written content, emails get you direct access to inboxes. But there's a third format that's been harder to crack for most agents: audio.
Jason showed how to create a market update podcast using AI without ever recording your own voice. No microphone, no editing, nothing.
The two-step process:
Step 1: ChatGPT writes your script
Using Jason's custom prompt, ChatGPT:
Analyzes your MLS data
Creates a natural-sounding script (with "umms" and "ahhs")
Includes SSML tags (Speech Synthesis Markup Language) to define emphasis, tone, pauses, pacing and emotional inflection
Step 2: 11 Labs clones your voice
You record voice samples to 11 Labs (AI voice generator) and it learns to sound just like you. You then take the script and 11 Labs generates a podcast episode in your voice.
Perfectly delivered, natural pauses, conversational tone.
Jason demonstrated this live during the webinar. He played a sample about the Franklin TN housing market that was generated entirely through AI but sounded authentic and human.
"This is officially at the halfway mark of the year," the AI voice began. "So let's talk about what's really happening in the Franklin housing market. Now, I'm not going to sugarcoat this. We're in a season of mixed signals..."
The knowledge = listings connection
All these tactics (the emails, blogs, podcasts) are impressive from a technology standpoint. But Jason kept circling back to why any of this matters.
He cited National Association of Realtors research showing that the attribute sellers found most beneficial when choosing an agent was knowledge. Not personality, not commission rates.
Knowledge.
"They gave me options. They were a knowledge broker. They seemed like they knew what they were doing," Jason explained. "Your ability to demonstrate your competence of the marketplace is putting on display why every seller should hire you."
For Ylopo users, this creates something worth paying attention to. Ylopo's AI² handles the heavy lifting of lead follow-up.
Your content establishes you as the market expert. The result?
Sellers choose you because you clearly know the market better than your competitors. It's just being the person who actually knows what's happening.
The "done with you" philosophy
Though there's something Jason kept emphasizing about how to think about these tools.
These AI tools represent "done with you marketing, not done for you marketing."
There's a difference.
"You got to start thinking about AI as being this teammate, a collaborator in your business to help you make your marketing an extension of you," he explained. "Not just checking the box with generic vanilla fluff that every other realtor sends to their clients."
This aligns with how Ylopo approaches things. Providing powerful tools that amplify an agent's unique value proposition rather than replacing their personal touch.
Because at the end of the day, people still want to work with people. They just want to work with people who seem like they know what they're talking about.
Implementing the strategies for Ylopo users
With that mindset in place, the practical implementation of these strategies is relatively straightforward. Jason outlined a simple roadmap for incorporating these strategies into your current Ylopo workflow:
Week 1: Set up your AI tools (ChatGPT Plus, Claude, 11 Labs)
Week 2: Create your first market update email using MLS data
Week 3: Write and publish your first AI optimized blog post
Week 4: Start publishing your monthly podcast series
Repeat monthly using different neighborhoods, price points or property types you serve
The financial investment is low.
Jason's prompts are available at no charge (available in the AI Marketing Academy), and the AI tools cost less than $50/month combined.
When compared to what most agents spend on ineffective advertising, this is virtually zero.
The return on investment
The ROI is substantial. Jason stated,
"We are living through a blip in which reviews matter much less than they once did. This is a gold rush moment, and the bullet train has not left the station yet."
Coming up in Part 3: "The Zillow-ChatGPT Integration & Video Intelligence: Winning the Future of Real Estate"
Aaron Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and a serial technologist and entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies where technology and real estate meet. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes.