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The integration of Zillow with ChatGPT has created both panic and unprecedented opportunity for real estate agents who understand how to optimize their listings for AI-powered search.
Part 3 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 final part of this series covering the Ylopo and AI Marketing Academy webinar, Jason Pantana (joined by Ylopo's Barry Jenkins, Gabe Cordova, and Jeff Ge) tackled what's probably the biggest news in real estate technology right now:
Zillow's integration with ChatGPT, and what it means if you're using platforms like Ylopo to market your listings.
The Zillow-ChatGPT bombshell
About two weeks before the webinar, Zillow made history.
They became the first and only platform in real estate with a native app inside ChatGPT.When users search for homes now, ChatGPT displays Zillow listings directly within the conversation. Just sits there, right in the chat.
Jason showed everyone exactly what this looks like.
He typed "I'm looking for a large open kitchen, four-bedroom in 37064" and immediately, Zillow listings appeared in an interactive app within the chat.
Right there. No extra steps, no clicking through to another site.
The agent panic (and why it's misplaced)
The reaction from agents was immediate. Mostly negative, too.
Jason displayed an AI-generated image showing agents in full panic mode, which he said pretty much captured the sentiment flooding his DMs and social media. People were freaking out.
"Agents were like, 'Oh, we're out of business. This is the end of agents as we know it. Zillow's done it. The final nail in the coffin. We're done,'" Jason recounted. "That is completely wrong thinking. Completely wrong."
Barry Jenkins from Ylopo agreed, saying how the resisting changes like these rarely go anywhere. it's adapting to it that really matters.
Why this is just evolution, not revolution
Adapting isn't even the right word, actually. We've been through this before.
When home search first came out online some twenty years ago, consumers went from having no ability to search for homes to complete ability. Total freedom to browse everything.
And yet, buyer agents thrived. They didn't disappear.
They adapted.
That's the lesson, really.
Your value as an agent was never about knowing which homes are for sale.That's not your value proposition, never has been. The Zillow-ChatGPT integration just makes home search more convenient.
Which, if you think about it, is actually an opportunity.
"We can use that," Jason emphasized. "It's just glorified, evolved home search."The hidden limitations (that create your opportunity)
Using it means understanding what it actually does, though.
Just like AI can't read reviews (which Jason discussed in Part 1), ChatGPT's Zillow integration has significant limitations.
Most consumers don't know about them, either. They're searching and thinking they're getting everything, but they're not.
What ChatGPT can see
Basic property data
Bedrooms, bathrooms, price, square footage
Public listing remarks from the MLS
Property address and basic location info
That's about it, though.
What it can't see
Photos or virtual tours
Photo captions
Agent or broker information
Realtor-only remarks
Disclosures, 3D tours, videos
Open house information
Recent price changes
"AI is simply reporting on what it does have," Jason explained. "It's not disclosing what it doesn't have. The consumer moves on believing they're getting everything when they're not."
That gap is where you come in.
The listing remarks revolution
You come in through the one thing ChatGPT can actually see.
Since it can only access your public listing remarks, those remarks become your primary tool for getting discovered in AI search.Your main way in.
The problem? Most agents write listing remarks like this: "Step into an abode that will make you feel the presence of splendor..."
"AI is like, 'I don't think anybody searched for that,'" Jason quipped. Everyone laughed, because it's true.
Nobody's typing "presence of splendor" into ChatGPT.
The keyword optimization strategy
What they are typing is more practical. Jason unveiled a custom prompt he uses that is designed to help agents write listing remarks that match actual search behavior.
His prompt help AI analyze your listing across multiple dimensions:
Distance to schools, shopping, entertainment
Coffee shops, restaurants, parks, trails
Architectural style, views, outdoor living spaces
Historic details, recent renovations, smart home tech
Walkability, nearby attractions
The AI then writes listing remarks that are rich in keywords, but still within your MLS character limits to maximize discoverability.
For instance, instead of describing your property in a generic fashion, you may use something such as "Close walking distance to Starbucks, near Frothy Monkey coffee shop, backs to greenway trails, excellent rated school district, sunset mountain views."
Applicable items people actually search for.
Real-world test results (shocking)
Jason demonstrated this with live searches during the webinar.
He typed "Show me homes in Franklin that mention Frothy Monkey" and got zero results. Nothing.
He tried "Show me homes in Brentwood near a Starbucks" and got one listing. Just one.
Then "Show me homes in Brentwood with an escape hatch" and got one listing, which had already sold.
The shocking part? Out of thousands of listings in these markets, only one or two mentioned these specific features. Despite many properties actually having them.
"Are you kidding me?" Jason asked. "Why? Because it's in the public remarks."
If you're using Ylopo, this represents a massive competitive advantage.
While your competitors write flowery, generic descriptions, you can write keyword-optimized remarks that get your listings discovered by AI-powered searches.You're showing up where they're not.
Turning this into a marketable moment
Showing up isn't just about your current listings, though. Jason showed Ylopo users how to turn this entire situation into a marketing campaign that generates listing appointments.
Real appointments, not just likes on social media.
He provided a second prompt that creates an HTML email. The email explains what happened with Zillow being in ChatGPT now.
It covers what the limitation is (AI can only see listing remarks) and what you're doing about it (keyword-optimizing every listing).
The email includes your branding and ends with a statement:
"That's why every word in my listing descriptions is written with intent. The right keywords and context will help your home surface more often in AI-powered searches. Homes only sell when buyers see them. I make sure yours does."
You're not selling anything weird or complicated, just explaining reality and how you're adapting to it.
The results are already coming in
Jason shared that AI Marketing Academy members are already sending these emails.
They're getting listing appointments from prospective sellers. Frustrated sellers whose agents aren't adapting are reaching out.
Buyers are specifically mentioning they found listings through ChatGPT searches.
"This is a marketable moment for you to show sellers in your local community that you are ahead," Jason emphasized. "With great power comes great responsibility in terms of your own personal ethics. But there's never been a more impressionable moment for your own search visibility online than right now."
Video intelligence: the future of listing marketing
Being ahead on search visibility is one thing. Jason then showed how that same thinking applies to how you present listings visually.
In the final segment, he introduced AI-generated video for listing marketing. This feels like where things are headed.
He demonstrated a tool called Veo (owned by Google) that can create property videos through AI prompts.
Instead of creating videos from scratch, Jason showed a reverse-engineering approach that's pretty creative.
The staging video technique
Reverse-engineering because instead of showing an empty room and imagining it staged (which many AI tools do), Jason's approach starts with your beautifully staged property. Then uses AI to "remove" all furnishings.
Then it dramatically rebuilds the room as you staged it.
And the result is a beautiful video that shows off your staging skills and marketing abilities to potential sellers. You are showing them what you did, not what could be done.
Jason played an example from AI Marketing Academy member Felicia Lewis in San Diego. The video showed a living room, everything disappeared, then everything returned.
It perfectly demonstrated the agent's attention to detail, the care taken with staging.
"Some listings get shown. This one gets remembered," the video's text overlay said. "Step inside and you'll see why. Every room styled to draw you in, every detail designed to feel like home. This isn't staging for show. It's staging that makes you want to stay."
The best part?
"This was free," Jason emphasized. "About a minute later, I got this."
The video serves multiple purposes
It showcases the listing in a memorable way and demonstrates your marketing sophistication to sellers
Differentiates you from agents using traditional photography
Works perfectly as a social media ad too
If you're already running sophisticated Facebook ad campaigns through Ylopo's DARE technology, these AI-generated videos provide another level of creative differentiation.
The complete Ylopo-AI ecosystem
That differentiation works because it's not isolated. By the end of the webinar, the synergy between Ylopo's platform and AI marketing tools became pretty clear.
The ecosystem components
Lead generation through Ylopo's Dynamic Ads and Google LSA campaigns driving traffic
Ylopo's AI² handling automated follow-up around the clock
AI tools creating hyper-local market content at scale
Keyword-rich bios and content getting you recommended by ChatGPT
AI-generated videos and optimized descriptions showcasing your properties
Each piece makes the other pieces work better. The result is a complete marketing ecosystem where every component amplifies the others.
The bullet train is leaving the station
Right now matters because the timing won't stay this favorable. Jason opened the webinar with a metaphor that he returned to at the close.
"AI is like a bullet train. Everyone's boarding the bullet train. You can either get on board and fly into the future, or you're going to be left waiting for the next train."
The agents who will dominate in 2025 and beyond are those who combine Ylopo's sophisticated marketing infrastructure with AI-powered content creation, search optimization, and listing marketing. Using both, not just one or the other.
"This could be a catalyst moment in terms of your marketing going so far beyond your competitors that you become the beacon to attract listings and buyers and opportunities."
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.