What Every CRE Broker Should Know About AI in 2025
If you’ve spent any time on LinkedIn or X recently, you’d know that OpenAI recently dropped a new image generation feature for ChatGPT. And, of course, the internet lost its mind.
The quality is shockingly good, realistic, cinematic, and borderline unsettling.
But why does this matter for you as a CRE broker?
Well, whenever these big leaps happen in AI, it’s a fresh reminder of how fast this technology is evolving. So when AI is back in the spotlight, here’s the question every commercial real estate broker naturally starts asking:
If AI will be able to write LOIs, analyze markets, build decks, and create hyper-personalized outreach… what’s stopping it from doing your job?
Great question. Now, I don’t believe AI is going to replace brokers anytime soon. If it did, Massimo Group would need to redirect its coaching focus from commercial real estate brokers.
But I do believe brokers who know how to use AI will replace those who don’t, especially when it comes to prospecting.
Because let’s be honest:
Prospecting is one of the most repetitive, time-consuming, and misunderstood parts of the business.
You know what I mean:
- Endless cold calls
- Mundane follow-ups
- CRM busywork
- Writing outreach emails from scratch
If you could just make it easier, you’d do it more often, and at a much higher volume.
That’s where AI comes in.
The brokers who get coached by us are using AI to:
- Write better prospecting scripts and emails
- Generate custom outreach based on property type, avatar, or stage of the pipeline
- Create entire call cadences in minutes, not hours
- Use prompt libraries to personalize outreach at scale
But here’s the kicker:
Most brokers are still using AI incorrectly, especially for prospecting.
They open ChatGPT and type something like “write me a cold call script.” They give it a try, quickly realize it doesn’t work, and then say “using AI doesn’t work for my business.”
Why?
Because AI isn’t a plug-and-play tool. It needs to be trained, just like your assistant, or your junior broker would.
When you train it right, it becomes a force multiplier.
But you have to start somewhere. So here’s your first step.
How to Get Better Results when Prospecting With ChatGPT (Without Complex Prompts)
The biggest mistake new users make with AI is thinking it will “just know” what you want.
Here’s the truth: ChatGPT is powerful, but only if you know how to guide it.
Below are 4 simple principles that will instantly improve your results, especially if you’re using it for prospecting, emails, or cold call prep:
1. Be Clear
Don’t be vague. Be specific about what you want it to do. Instead of saying:
“Help with outreach,”
Try:
“Write a follow-up email to a property owner in Austin who I cold called 2 days ago. Keep it short and friendly.”
The more context you give, the better the response.
2. Add Context
ChatGPT only sees what you type, so tell it what it needs to know:
“Act as a commercial real estate broker with 15 years of experience. I specialize in medical office sales. Give me 3 subject lines for a prospecting email.”
This sets the tone, voice, and perspective.
3. Ask for a Format
Want bullet points? A list? A script? Say so. For example:
“Give me a bullet point list of reasons an owner should consider selling their office building in 2025.”
You’ll get a tighter, easier-to-use response.
4. Assign a Role
AI responds better when it knows who it’s supposed to be. Try:
“You are my prospecting assistant. Give me a call script for a skeptical property owner in Chicago.”
This gives it direction and purpose.
But even after doing this, don’t forget…
AI won’t make you rich.
Yes, use AI to prep, automate, and streamline your work. But don’t hide behind it. Because no matter how advanced the tools get…
- AI won’t pick up the phone
- AI won’t earn trust
- AI won’t secure the exclusive
Only you can do that.
And in a noisy, automation-filled world, doing the thing, making the call, having the conversation, showing up, is exactly what makes you stand out.
2025 belongs to the brokers who act, not the ones waiting for the perfect prompt or the next shiny tool. Use AI to accelerate your outreach. Use AI to enhance your calls.
But make the damn call.
The future doesn’t belong to robots. It belongs to the humans who know how to use them well.
If you want to learn how the top CRE brokers are using AI specifically to make prospecting easier, faster, and cheaper, join me for the CRE Broker Prospecting Playbook.
The virtual workshop starts on Thursday, April 24th. Our last live workshop in February sold out in the first week (and it had twice the capacity).
👉 Click here to learn more and secure your spot
Only 100 spots are available.
