AI Best Practices

Start by clearly defining what makes up your brand voice. Consider things like:

• Tone (e.g., friendly, authoritative, casual, formal)
• Language style (e.g., simple, technical, conversational)
• Core values (e.g., trust, transparency, expertise)

You want to consistently refer to these elements when crafting prompts.

Example Prompt:
“Write a friendly and approachable email inviting clients to an open house event. Use a conversational tone, and emphasize our commitment to transparency and trustworthiness.”

 

When using AI programs, you need to be direct about the tone and style you want. You can even model the brand voice by including examples in your prompts. Use sample writing to create a brand voice and reference it in your prompts. 

Example Prompt:
“Generate a welcome message for a new member joining our REALTOR® association. Use a warm and professional tone like this: ‘We’re so excited to have you on board! Your success is our top priority, and we’re here to support you every step of the way.’”

By embedding the tone you want, ChatGPT will emulate the brand voice more effectively.

 

When you’re using AI across various communications (emails, newsletters, social media posts), it’s important to stick to the same brand voice in each type of content. You can achieve this by using templates or consistent instructions for each type of communication.

Example Prompt for Social Media Post:
“Create a social media post about our upcoming member event. Use a friendly, upbeat tone, keeping the message under 100 words. Make sure to sound welcoming and community-focused.”

This helps ensure that the AI aligns with the voice you’re trying to establish for each platform or communication style.

 

If the response from AI isn’t quite right, ask for revisions by giving more detailed feedback. Tell it where it deviated from your brand voice and guide it back.

Example Feedback:
“That response is too formal. Can you rewrite it with a more casual and friendly tone, like we’re having a personal conversation?”

 

Incorporate specific phrases, taglines, or terminology that are unique to your brand. This helps AI understand your brand’s identity better and mirrors the language your audience is used to hearing.

Example Prompt:
“Write a newsletter intro welcoming new members. Include our tagline ‘Your Success is Our Business,’ and keep the tone enthusiastic yet professional.”

Practical Example for REALTOR® Communications:

If you want to communicate a message about a new policy update to REALTOR® members, and your brand voice is friendly yet authoritative, your prompt might look like this:

Prompt:
“Write a friendly and informative message for our REALTOR® members about the upcoming policy change regarding client data protection. Keep the tone approachable, yet authoritative, and emphasize our commitment to helping members navigate these changes easily.”

When communicating with members or clients, avoid vague questions. For example, instead of asking AI to “write a letter,” specify what kind of letter, who it’s for, and the tone you’re aiming for. Clear prompts lead to better and more tailored responses. Start "New Chat" for each topic so that you're not carrying forward information referenced in previous chats.

Example:

Instead of: “Write an email to a client.”

Try: “Write a friendly email to a client explaining the benefits of joining our organization, and mention upcoming events.”

Define the tone you want for the message—whether it’s professional, casual, or enthusiastic. This helps ensure your communication feels appropriate for your audience. You can also give AI an example of the kind of tone you’d like it to mimic.

Example:
“Write this in a warm, conversational tone, like you’re talking to a close colleague.”

 

Include any background information or specifics that could influence the response, such as the member’s relationship with the organization or the reason for the communication.

Example:
“Generate a response to a REALTOR® who has raised concerns about recent policy changes and wants reassurance on how it will impact their practice.”

 

Since AI-generated content can sometimes include errors or biases, it’s essential to verify any information that AI provides, particularly regarding legal or regulatory matters. Never rely solely on AI for legal advice or statements about regulations. Always have a human review of critical content before sending it out.

Best Practice:
Add this type of prompt: “Draft a letter explaining a new real estate regulation in Washington, but remind me to verify all legal information before sending.”

 

AI tools should support your communication, not replace your personal touch. Use AI for brainstorming ideas, polishing drafts, or providing starting points, but always ensure the final message reflects your own voice.

 

 

AI doesn’t always have up-to-date information, especially when it comes to rapidly changing regulations or market trends. Be mindful of these limits, and avoid over-relying on AI for real-time data or news.

 

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