How to Make ChatGPT and Claude Recommend You as the Go-To Agent • Justin Black

Keeping It Real Podcast • Secrets Of Top 1% REALTORS ® • Interviews With Real Estate Brokers & Agents

Justin Black shares his proven strategy for leveraging AI tools like ChatGPT and Claude to position himself as a top-tier real estate agent

Key takeaways

• Creating question-based content (e.g., 'Can you 1031 exchange a Colorado vacation home?') helps AI models like ChatGPT and Claude recognize and recommend your website as an authoritative source.
• Using AI tools such as Claude for ideation, drafting, auditing, and even building entire websites can drastically reduce development time and cost while increasing content quality.

Main topics

• AI-optimized real estate websites
• Question-based content strategy for LLMs

Notable quotes

"I don't want to do anything surface level. I always want it to be deep and better than what's out there."

Conclusion

Justin Black demonstrates that real estate agents can harness AI not just for efficiency, but as a

Transcript preview

Speaker 2 (0:00) Right now, you're probably using AI to write your listing descriptions, and that's about where it starts and stops. Meanwhile, somebody in your market is using it to get recommended to sellers who have never heard of them. Today's guest did exactly that, and it's already brought him almost $5 million in listings. Stay tuned. Speaker 1 (0:18) This episode of Keeping It Real Speaker 2 (0:19) is brought to you by Real Geeks. How many homes are you going to sell this year? Do you have the right tools? Is your website turning soft leads into interested buyers? Are you spending money on leads that aren't converting? Well, Real Geeks is your solution. Find out why agents across the country choose Real Geeks as their technology partner. Real Geeks was created by an agent for agents. They pride themselves on delivering a sales and marketing solution so that you can easily generate more business. Their agent websites are fast and... for lead conversion with a smooth search experience for your visitors. Real Geeks also includes an easy-to-use agent CRM. So once a lead signs up on your website, you can track their interest and have great follow-up conversations. Real Geeks is loaded with a ton of marketing tools to nurture your leads and increase brand awareness. Visit realgeeks.com forward slash keepingitrealpod and find out why realtors come to Real Geeks to generate more business. Again, visit realgeeks.com forward slash keepingitrealpod. And now onto our show. Today's episode is brought to you by Corded.io. Are you looking for agents to join your brokerage or team? Now, as a real estate recruiter, I can tell you the answer is always yes, but most agents aren't looking to move right now. So how do you know who to contact? Well, what if I were to tell you there's a recruiting and retention tool powered by artificial intelligence that shows you exactly which agents in your local market. are looking to leave their brokerage right now, and which agents at your own firm are also looking to leave you. Now, I've been recruiting realtors for 15 years, and I've hired over 2,000 agents. I can tell you with no exaggeration, this is the tool I've been waiting for. Corded's AI looks for trends across dozens of variables for each agent in your market and shows you which agents they believe are likely to move. Not only does it do that, but Corded's AI went and visited my recruiting website and read everything I offer. So now when I'm recruiting, Corded's AI tells me exactly what to say based on that agent's needs and what my brokerage can offer. It even writes emails for me. I've never seen anything like it and I use it every single day. Now, if you are looking to grow your brokerage, Corded.io is the best tool out there. Visit Corded.io to schedule a demo. Again, that's Corded.io. And now, on to the show. Speaker 2 (3:04) Hello and welcome to another episode of Keeping It Real, the largest podcast made by real estate agents and for real estate agents. My name is DJ Paris. I'm your guide and host through the show. And today I am beyond excited to talk to our guest. He's an AI guy. I'm an AI guy. And we're going to tell you a little bit about AI that... more than you probably already know, this is not about rewriting your listing descriptions or getting social media post ideas. We're going to get into how to feed AI so that you show up in the search results. And we're going to talk about how. our guest is doing that and how he built his business at an insanely young age and he's still at a young age so our guest today is justin black he's Speaker 1 (3:47) a Speaker 2 (3:47) real estate advisor with liv sotheby's international realty he's based in breckinridge colorado so basically paradise uh he's focused on the luxury mountain market across summit county he got his start in colorado springs helping first time and front-range buyers i don't even know what front-range means we'll have to ask him and over the past decade has built a practice that now runs from about 1 million to 15 million per transaction with more than over, sorry, with more than 150 million in career sales and several record-setting deals. In 2026, he was named to the National Association of Realtors 30 Under 30, which is a very, very big deal. And he won the program's Web Choice Award with the most public votes of any finalist. The first Liv Sotheby's honoree and the only Coloradan in the class. He's also Real Trends Verified. He ranks in the top. 0.75 % of US agents. What sets his business apart is how he's engineered his online presence to get found and cited by AI, not just ranked by Google. And it's already turned AI into a multimillion dollar referral source, lead source rather for him. Everyone should follow him on Instagram. That's at jblack.re. We'll have a link to that in the show notes. And we have a special... gift for everyone. Justin has a special gift for you. Go to his website, justinblackre.com forward slash agents. He is going to share with you the exact framework he uses. You put in your name and email, and he's going to send you a no fluff guide on how to actually get ranked with the LLMs. Justin, welcome to the show. Speaker 1 (5:23) Hey, thanks so much for having me. I appreciate the intro. That was great. Speaker 2 (5:27) Yeah, well, I'm excited to talk to you. I live in AI. I'm trying to not build systems as much as I was because I could get lost in that. I imagine you've probably had that experience too, but I try to tweak my systems constantly in there. And I'm always so impressed with what AI is capable of and what it can do today and what it can't do today, but it'll be able to do in six months is always fascinating. I want to jump right in. So Before we started our team, we went through your website. And between the end of June and the beginning of August, you published something like 30 different pages. And we're not talking blog posts. We are talking questions. Things like, should I move to Breckenridge or Park City? Can you 1031 exchange a Colorado vacation home? Is ski in, ski out worth the premium? And this is not an accident. You did this intentionally. So tell us what you were actually building there. Speaker 1 (6:25) Yeah, I appreciate it. And just for a little context, I'm new to the whole website game, if you will, as far as that being a part of my business. And we'll get to, I'm sure, backstory later. But I was on a large team for about six years down in Colorado Springs. And I was kind of in a salesperson role, obviously still on a license and still an active broker. But I was almost just doing the plug and play on the transaction deals and building that team business rather than my own business. So I didn't really realize the true value and opportunity of having a website. It just wasn't talked about as much. The brokers that I chatted with about having a website that had websites, it was mostly just a platform to showcase their active listings and just to have some source of a little bit of credibility. And that was pretty much it. It wasn't really a lead magnet and a factor in that. I had chatted with a previous 30 under 30 out of Lake Tahoe. His name's Cole. And just loved his business. And it paralleled pretty nice with mine being, again, Lake Tahoe is similar to Breckenridge in the manner that high-end luxury markets, second, third, fourth, fifth homes. So I just kind of wanted to pick his brain on what he was doing and what was working for him. And he had told me that from his website, he sold $60 million worth of real estate in the past 12 months. Holy, Speaker 2 (7:48) that's amazing. Speaker 1 (7:49) So I was like, I should listen to this and maybe think about this website thing. Maybe it's a little bit undervalued in my business. So yeah, that was the start. And then again, we'll get into the practical tips on some of that as well. But I just kind of thought, let me just run with this and make this as valuable as I can. I don't want to do anything surface level. I always want it to be deep and better than what's out there. And I just thought. what is the resource that I can build that if someone's looking at this market, that it's just going to blow their mind and just give them everything that they need. What would I want if I was looking at this market? What questions do I have? And build everything from that place of value. And yeah, I mean, if I'm buying in a different market, I would hope that there's another website similar to mine because I don't know the other markets, but mine can teach you really quick the best parts of our market, what neighborhoods are best, the trends, STR regulations, you name it. Speaker 2 (8:43) I couldn't agree more. And I want to make a big point to our audience. I'm going to speak for Justin here, and he can correct me if I'm wrong. Justin doesn't even care if you don't visit the website because you're either searching with questions about the area that he works in or the area that our listeners, wherever you work, they're either searching for that on Google, which in which case they may find Justin's website because he's Google SEO optimized for those questions. But he doesn't even care if you don't do it there because you're doing it then on AI. And AI is searching Justin's website to find these answers. So you don't care if people visit the website or not. You just want AI to visit it, guaranteed. Speaker 1 (9:25) And it is. And that's the exciting part. And that's exactly kind of how this all worked in real time. Again, talked to Cole, decided I wanted to build the website. And at that point, my goal was to build. a valuable website that was SEO optimized and that would bring in and generate leads. And to this day, I mean, again, I started this Q1 into Q2 of this year and really seeing some good traction. But candidly, again, the approach was to get the website to produce leads. but then it's kind of paralleled and snowballed into, I haven't got leads from my website yet, but I'm getting all kinds of leads from AI that's using my website. So now I'm doubling down on that. Speaker 2 (10:04) I'm going to give you a next level future build idea that... you probably haven't thought of for your website. So your website's awesome. You're going Speaker 1 (10:13) to Speaker 2 (10:13) keep creating content. And yes, of course, people will find it. People are still searching on Google. Maybe in two years, we'll all just be talking to our phones. But right now, we're either talking to AI or we're going to Google. We're probably doing both. So people are landing on your website. Here's why you don't need to generate leads from your website necessarily. Here's what you should do. You heard it here first, everyone. Everyone else can do this as well. Look up remarketing pixels specifically, I would start with meta. So for meta, we're talking Facebook and Instagram predominantly. So what that is, is you can install a pixel, basically a cookie on the page. And whenever anybody hits that page, then when they hit their meta accounts, depending on, and then you, well, and then you would say to meta, okay. you know i probably don't want people well in justin's case he has people that live all over the world who buy second homes there so he would probably turn on the entire world but if you are super hyper local and people are really just in your area who would be clients you could tell meta hey if that person who hit my website is from my area start showing them this particular 15 second video ad and sort of behind the scenes. This is what happens. We all do this. We go to a website. We start seeing those ads everywhere. You could do this with Google if you want to, if you want to do Google ads, but meta is probably the easiest way. So Justin, you can install this pixel and then just tell meta if you have, I mean, again, I don't know if you do video ads or not or text ads, but you can do them. It is the cheapest marketing you can do because it's only going to show to people who have visited your website and then it will drip on them. So just a quick idea. of how to take it next level there. But great, great summary about your website. Let's Speaker 1 (11:56) go to one of the Speaker 2 (11:57) pages that you sort of talk, you've written these 30 plus pages in the last month, all specifically questions people might ask AI or Google. So when you think about, you know, these questions are all agents, you know, we just go. what do our clients ask us? That's an article. So once we have the list of articles, how do you structure the article itself? So like, how long do you make the article? Sort of how do you start it? How do you end it? Tell us sort of the process of the content itself. Speaker 1 (12:32) Yeah, no, I appreciate that. And kind of gathering the questions is certainly one of the first steps of this process. And for that, I kind of just looked at my daily practice. What questions am I getting on a weekly basis as I talk to buyers and sellers? Certainly start there. And then you can take it further, of course, and ask your AI software. If you were a savvy buyer seller looking in Breckenridge and you wanted to know more about this neighborhood or what are the top 10, 15 questions that you would have and that you would want answers. And then you do that and you run that across different AI softwares, different platforms. And then you're going to have. 50 or 100 questions. And certainly if that's not enough, there's websites out there called askthepublic.com. And you can type in luxury real estate in Breckenridge and it'll give you another 50 or 100. So it's really limitless. And it's just fun to find out, okay, wow, this is untapped and the sky's the limit here. But as far as writing the actual posts, again, I leverage AI a lot in my business. I'm usually in cloud, I would say at least. two to three to four hours a day but the majority of that is through co-work so it's kind of going on in the background while i'm doing other tasks and i'm managing which is fun but i'm very particular and try to be protective of what that ai produces so of course making it sound like me but not saying hey write these pages for me write these articles for me it's here's what here's the question here's my personal touch here's my boots on the ground expert knowledge What do you think on how we should take this angle? And then it just kind of walks me through that process. So I'm actually writing all of that content. It's not just AI generated content. It's AI assisted, of course. And that goes a long ways. Yeah. Speaker 2 (14:13) I agree. I have the same process myself where I still need to write it because it really does have to be my voice. And even though I've instructed Claude to speak in my voice and I have fed it. thousands of instances of my writing samples. I used to write a lot, so I just have a lot of samples. So it writes pretty well in my voice and I still have to really thoroughly edit and take things out, add things. And by the way, for everyone listening, if you want to learn, if you want to teach AI how to speak in your voice, I have a... a webinar that I can send you with the exact prompts that I use to permanently instruct AI. I'll put that in the show notes as well. So that way, you know, it can at least get a good first draft for you in your voice. I want to talk, let's go back in time to when you first started, because you started at a super young age. I think you were 19. Is that right? That Speaker 1 (15:07) is correct. Yep. 19. Speaker 2 (15:08) Amazing. And nobody's giving a... $2 million home to a 19 year old to sell. That is not happening. So joining a team probably made a ton of sense because you needed to learn things and it probably just helped with the, you know, hey, I'm a professional. I work with