How one broker is using artificial intelligence to boost business

He quickly got ChatGPT to create video scripts, open house flyers

How one broker is using artificial intelligence to boost business

Whether you like it or not, artificial intelligence is here. For those fearful of something that still sounds ripped from the pages of science fiction, a recent mortgage industry presentation may have assuaged concerns.

Russell Petty (pictured), mortgage broker with Grow Mortgage, spoke to attendees at the recent FUSE conference staged by the Association of Independent Mortgage Experts (AIME) in Las Vegas. With a presentation titled “Unlock the door to the future of the mortgage industry with artificial intelligence,” he was essentially calling for a full embrace of AI technology. The cutting-edge technology, he argued, is an invaluable aid in the production of social media content – an otherwise laborious and time-consuming task yet an integral part of a successful mortgage shop.

Instead of explaining it, Petty stood at a lectern situated on the stage and inputted instructions into ChatGPT to produce a script for TikTok. ChatGPT – which stands for Chat Generative Pre-trained Transformer – is a large language model-based chatbot developed by OpenAI that was launched in November 2022.

ChatGPT does the heavy lifting without breaking a sweat

Prior to requesting the script, he dispensed with the technicalities of the process – including upgrading to the ChatGPT Plus version costing $20 a month, specifically the GPT-4 backed version.

“Three kinda sucks,” he said. “It’s good for some things, and it’s a little quicker. Four is really where you are going to want to do social media, any sort of graphic design, that kind of thing. So you want to have 4, it’s $20 a month and it has access to plugins.”

He asked of ChatGPT: “Please write a 200-word TikTok script with a hook retaining elements and a value add for number seven,” he said, sounding more like a movie scientist than a broker. “Now it’s going to write you a script for TikTok. It tells you that you want music behind it, a clip of a construction site, the retaining elements, your hook.”

Then, Petty began to read the resulting script from his technological alchemy: “Have you ever dreamed of building your own home, veterans?” the personal question read. “With a VA home, it’s possible. Let’s dive in.”

Petty gave an impromptu review of the finished product: “This is a better video than 99% of what I see put out,” he said. “This is how you use ChatGPT to generate all of your social media content.” 

He urged those in the crowd to proofread the result for full accuracy, but otherwise heaped praise on the process: “I’ve just showed you how to make infinite amounts of videos for your niche and infinite amounts of marketing material in about four minutes,” he said to measurable applause from those gathered.

ChatGPT makes open house flyers too

As if that weren’t impressive enough, Petty then asked ChatGPT to create three open house flyers. Before doing so, he asked those gathered if they were happy with their flyers, to which he received a collective groan – presumably a resounding ‘no’ – from the crowd.

Well, watch this, he inferred: “Please – I say please because I’m afraid of AI,” he joked, “make me three open house flyers for a mortgage broker and a realtor in Canva. Very simple prompt, Now you can see it’s using Canva with three open house flyer templates right out the gate.”

For illustrations, he urged the use of Canva – an online graphic design platform used to create social media graphics and presentations. The technology even provides a way of personalizing the AI-produced materials in line with specific branding needs, Petty noted.

“In Canva, one thing you can do is select your brand,” he said. “If you build it out on Canva, it will rebrand everything – your colors, your logo, your contact info. Everything for anything ChatGPT makes for you. It’s just over on the left-hand side,” he added helpfully.

After his brief but impactful presentation, he allowed for a bit of personal admiration of the technology-aided materials after the ChatGPT spit out the trio of open house templates. “Doesn’t that look nice,” he said.

Judging by the positive reaction from those gathered, it did. It appears AI is here to stay.

Want to make your inbox flourish with mortgage-focused news content? Get exclusive interviews, breaking news, industry events in your inbox, and always be the first to know by subscribing to our FREE daily newsletter.