What AI is doing to your real estate listings, and how to fix it

Immogo — Selling well starts with writing well

More and more sellers are using ChatGPT or a similar tool to write their listing. The result is often worse than what they would have written themselves. Here is why. And how to do better.

Every week I see listings pass through my Facebook groups that are clearly AI-generated. They are immediately recognisable: cascades of emojis, a superlative in every sentence, lyrical descriptions of evenings by the fireplace, and at the end, almost without fail, the instruction "Do not wait, visit today!"

The problem is not AI itself. The problem is that a general-purpose AI, without precise instructions, produces text optimised to sound convincing anbd to please the seller, not to be useful to a buyer. When there is not enough useful information, the AI-bot fills the space with manufactured emotions and hollow formulas, precisely because it has learned that this style is common in property listings. It is basically reproducing real estate blurp.

The result, especially in my group with hundreds of listings to scroll through: after the fifth listing that asks you to imagine living in this beautifull abode and promises unforgettable evenings in the flower-filled garden, a glass of excellent French wine within reach, buyers disengage and only read the figures in bold.

A typical example

I composed the text on the left from two real listings submitted to my group. The geographical names have been changed to protect the anonymity of the authors, whose intentions were entirely honorable.

AI can do better — if you tell it how

The problem is not artificial intelligence: it is the absence of precise instructions. An AI without guidelines produces statistically average text, which means a combination of the worst practices in property listings, but more fluently written down.

A properly guided AI, however, with precise editorial rules, concrete examples and a structured interview process, can produce listings that are significantly better than what most sellers would be able to write on their own.

That is exactly what we have built with the Immogo listing generator: Immobot. It applies the rules described in this article, asks the seller the right questions, and restructures existing text by removing the cliches and emojis.