Custom GPTs are quietly taking over real estate — here’s how to build one

In the late 1990s, Barbara Corcoran made a bold bet on emerging technology. She spent thousands — a small fortune at the time — filming video tours of her brokerage’s listings to create a library of VHS tapes for buyers. While other brokerages were still lugging around binders stuffed with listing photos in plastic sleeves, The Corcoran Group was on the cutting edge of technology — or so they thought.

The fact that some younger Realtors might need to Google — sorry, ask ChatGPT — what a VHS tape even is, sums up our industry’s relationship with AI. A few early adopters are thriving, but too many are still watching from the sidelines, waiting another six months for today’s AI to become tomorrow’s VHS tape.

Rajeev Sajja, SVP of Digital Marketing and Innovation at Berkshire Hathaway HomeServices (BHHS), has an AI strategy that will help your business grow today: custom GPTs. We recently sat down with Sajja to learn how powerful custom GPTs are for Realtors, and his (surprisingly easy) step-by-step workflow any agent can use to build one.

Meet your new hyper-intelligent real estate assistant

Custom GPTs are personalized versions of ChatGPT that you can build using OpenAI’s tools. Think of them as AI-powered employees trained on your brand voice, internal procedures, lead scripts, fair housing laws or anything else you would use to train a human employee. Here’s Sajja:

“A custom GPT gets that specific task to the finish line faster because it has all the inherent knowledge. It’s almost like having a trained assistant that’s only good at listing descriptions versus a generic assistant that’s good at a lot of things.”

What custom GPTs are good at in 2025

While this will probably change in the next 15 minutes, as of today, Sajja thinks custom GPTs are ideal for automating the mundane, data-heavy tasks that keep you from the personal, creative work that made you want to become a Realtor in the first place.

Here are a few use cases for custom GPTs that work astonishingly well today:

• Listing descriptions
• “Hand-painted” pictures of your listing you can frame for a closing gift
• Market updates
• Improving listing presentations
• Social media captions
• Analyzing competitors’ ads and marketing materials
• Creating PPC ads
• New agent training
• Writing blog posts
• Roleplaying scripts and objection handlers

Want to see just how powerful a custom GPT can be? If you’re a ChatGPT Plus subscriber, check out Sajja’s REAIF Listing Appointment Wizard.

What custom GPTs still struggle with (for now)

As amazing as they are, Custom GPTs have some limitations. For now, at least, they cannot log in to your CRM or any third-party real estate software. To do this, you’ll need to build an AI agent, which is still a relatively complicated process — for now.

ChatGPT almost works for virtual staging, but it’s not quite there yet. It makes too many bizarre mistakes. Trying to explain how the laws of physics apply to couches in your follow-up prompt to fix them is beyond frustrating.

Collov AI makes it easy. Starting at just 22 cents per image, its proprietary AI lets you declutter and virtually stage your listing (or any listing) with just a few clicks. No physics degree required. 

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Building your first custom GPT: Rajeev Sajja’s 4P + R.I.S.E framework

Ready to build your first custom GPT? Head over to Openai.com and sign up for a ChatGPT Plus account. Once you’re signed up, click on “GPTs” then “Create” to write your instructions (prompt) and upload your training data.

Pro Tip

A custom GPT is only as good as the instructions and training data you give it. Provide it with a 50-page PDF script book and detailed instructions on how you want it to respond, and it will perform well. Give it vague instructions, and you’ll get vague results.

Luckily, Sajja has an easy-to-use framework for writing your custom GPT prompts: 4P and R.I.S.E.

The 4P framework is a general approach to writing any prompt for AI. It helps you remember to format your prompts so ChatGPT understands them and reminds you to always check over and polish your results to give it your voice.

The R.I.S.E. framework is what you’ll need to know to build your custom GPT. Here’s a quick breakdown of each step to create a custom GPT that writes listing descriptions.