Can Home Builders Use ChatGPT for Marketing?

Can Home Builders Use ChatGPT for Marketing?

Can home builders effectively use ChatGPT in marketing? To explore this topic, I signed up for ChatGPT and used it to write this blog post! It has some definite pros and cons for any marketing usage, but it is certainly fun to research and play with.

To write this article on how home builders can use ChatGPT for marketing homes and new home communities, I started by asking the AI a series of questions. You will see my questions in the bold headers below. Once I compiled all the answers, I pasted the entire article into Grammarly for a quick review.  The original version of this article scored pretty poorly, with only a 76% content performance score; Grammarly noted it was a bit unclear and bland on engagement, and the delivery was slightly off. Additionally, Grammarly included more than 150 suggestions for improvements. The document was 13% plagiarized and contained a cringe-worthy amount of passive voice. Of course, never settling for mediocrity in writing, I set out to improve the article. I’ll give details on the final score at the end.  For now, enjoy a quick 5:23-minute read!

What Is Chat GPT?

ChatGPT is a conversational AI (artificial intelligence) created by OpenAI. Trained on a wide range of internet text, ChatGPT generates responses to various inputs that are human-like, including questions and statements on a wide range of topics.

ChatGPT aims to provide a conversational AI for meaningful and informative discussions with people, helping users with various tasks and answering their questions. ChatGPt builds chatbots, voice assistants, and other conversational interfaces.

How Can Home Builders Use ChatGPT to Improve Marketing?

Chatbots: Builds other chatbots to engage prospective homebuyers and answer their real-time questions. The chatbots provide information about the homes, new home communities, and amenities, helping prospective homebuyers make informed decisions.

Lead Generation: Builds conversational forms to collect information from prospective homebuyers. The forms ask for contact information, preferences, budget, and other relevant information to follow up with the leads.

Customer Service: Provides 24/7 customer service to prospective homebuyers and happy homeowners, answering common questions and helping customers resolve issues, improving customer satisfaction and building brand loyalty.

Virtual Tours: Creates virtual tours of homes, allowing prospective homebuyers to explore the homes from the comfort of their own homes. The chatbots provide information and answer questions as the tour progresses.

Personalization: Personalizes the home buying experience by recommending homes and new home communities based on the preferences and budget of the prospective homebuyer. This improves the chances of a home builder making a sale and increases customer satisfaction.

ChatGPT is a valuable tool for home builders to improve marketing efforts by providing helpful and informative information to prospective homebuyers, building stronger relationships and increasing their chances of selling.

How can communicators and marketers use ChatGPT? 

Marketers and communicators can use ChatGPT in various ways to achieve their marketing and communication goals. You’ll notice that several of these are similar to how home builders can use the AI.

Chatbots: Builds chatbots to engage customers and answer real-time questions. This quick response improves customer service, reduces response times, and improves customer satisfaction.

Content Generation: Generates content, such as articles, blog posts and product descriptions, helping marketers and communicators save time and resources and improve the quality and consistency of their content. It is a good fit for a first draft of a blog on any subject matter that is easily searchable online — like this article. But don’t expect it to know the 2023 Colors of the Year or anything about your soon-to-be-open new home community. Of course, you can help it learn by providing it with background information. I’ll try that in my next post!

Lead Generation: Builds conversational forms to collect information from prospective customers, such as contact information, preferences, and other relevant information for follow-up and lead nurturing.

Personalization: Personalizes marketing messages, recommendations, and content, based on the preferences and behavior of the customer. This improves the chances of converting leads and customer satisfaction.

Customer Service: Provides 24/7 customer service, answering common questions and helping customers resolve issues.

Data Analysis: Analyzes customer data and generates insights, such as customer preferences, buying patterns, etc.

Overall, ChatGPT is a valuable tool for marketers and communicators to improve efforts by providing helpful and informative information to customers, generating content and insights, and personalizing the customer experience.

What are the Limitations of ChatGPT?

The most significant limitation of ChatGPT or any AI is that it doesn’t have a human touch or creativity. Here are some limitations of ChatGPT to consider:

Bias: Pulls its “knowledge” from a large dataset of information on the internet, which may contain biased information or perspectives. This results in ChatGPT generating biased or inaccurate responses.

Safety and Sensitivity: Occasionally generates inappropriate or harmful responses. These responses are certainly a concern when ChatGPT is utilized in customer-facing applications or sensitive domains, such as health or finance.

Lack of Contextual Awareness: Generates responses based on patterns in the training data but does not fully understand the context. This leads to irrelevant responses that do not fully address the user’s question.

Dependence on Data Quality: The quality and accuracy of responses relate to the quality and diversity of the training data. If the training data is limited, biased, or otherwise not representative of the real world, this can impact the quality of ChatGPT’s responses.

Natural Language Processing (NLP) Challenges: ChatGPT uses NLP techniques to generate responses, and these techniques still struggle with understanding complex language, sarcasm, and other nuances of human communication.

Computational Resources: Generating responses with ChatGPT requires significant computational resources, which are a limiting factor for some applications.

What about creativity? 

ChatGPT uses a type of artificial intelligence called deep learning, which allows it to generate text that appears to be written by a human. However, ChatGPT responses are based on training data patterns rather than a proper understanding of human interaction or creativity. While ChatGPT generates creative and human-like responses, it cannot truly understand creativity or human interaction.

Responses might be considered creative because they are new and unique, but creativity is limited by the patterns and themes it has learned. The reactions generated by ChatGPT are not the result of an intentional creative process but rather the impact of the model’s training and the patterns it has learned.

Regarding human interaction, ChatGPT generates human-like responses that are conversational. However, because it isn’t a sentient being, it does not understand context, emotions, or motivations. Rather than properly understanding human interaction, responses are generated on training data patterns and the input it receives.

How do I sign up for Chatgpt?

To get started, sign up for an API key from OpenAI, which requires filling out a short form. Once you have an API key, simply start using the API or integrating with third-party platforms and tools to build ChatGPT-powered applications.

What is the paid or professional model for ChatGPT?

The professional or paid version of ChatGPT is provided through the OpenAI API, a cloud-based platform that provides access to various machine learning models, including the GPT-3 language model that powers ChatGPT. Pricing varies with usage, the amount of data processed, and the level of access to the API and its capabilities.

The paid version of ChatGPT through the OpenAI API provides several advantages over the free version, including:

  • Access to advanced capabilities
  • Higher performance
  • Customization
  • Support and SLA

Overall, the paid version of ChatGPT through the OpenAI API provides a more sophisticated and flexible solution for businesses needing custom chatbots or conversational applications powered by the GPT-3 language model.

What does the paid version cost?

OpenAI API costs range from several hundred dollars per month for basic usage to several thousand dollars per month.

What are other AI programs similar to ChatGPT?

Several other AI programs are similar to ChatGPT and offer similar capabilities, including:

  1. Google Dialogflow: This platform enables developers to build conversational interfaces, such as chatbots and voice assistants, using natural language processing (NLP) and machine learning technologies.
  2. Microsoft Bot Framework: This is a set of tools and services that makes it easy to build, connect, test, and manage conversational bots.
  3. IBM Watson Assistant: This AI-powered conversational platform allows businesses to build and deploy chatbots and other conversational interfaces for their customers.
  4. Amazon Lex: This service builds conversational interfaces, such as chatbots and voice-powered applications, using NLP and machine learning technologies.
  5. Rasa: This open-source framework for building conversational AI provides a range of tools and services for building, training, and deploying conversational agents.

These AI programs are similar to ChatGPT in that they all offer the ability to build conversational interfaces using NLP and machine learning technologies. Each program’s specific capabilities, features, and performance vary, so it is best to evaluate your project’s particular needs and each platform’s features and capabilities to determine the best solution for your needs.

Can Home Builders Use ChatGPT for Marketing?

So, what do you think?  The rewritten version is pretty good, isn’t it? Home builders and developers will find many ways to use ChatGPT and AI to engage with homebuyers as the technology improves. The biggest challenge to writing this article is that OpenAI needs bigger servers. Almost every time I logged in to use ChatGPT is was at capacity. I resorted to using the site at 10 p.m. when there weren’t as many people on it.

ChatGPT certainly has advantages when it comes to researching topics like this one, which are well-represented on the internet. I’m not sure I’d use it to write a press release or a blog post – although I just did, didn’t I?

Final Score?

The final version of this article scored much better with Grammarly — a 99% content performance score. Grammarly notes it is very clear, very engaging, and the delivery is just right. This blog on home builders and ChatGPT is now 100% original, and the passive voice has been eliminated.

If you need help with content and marketing your home building or development company, we are here to help. Reach out to Denim Marketing at 770-383-3360 or contact us.

Want more information on home builder marketing? See our Top Marketing Tips for Home Builders in 2023.


  1. Dina says

    This is a great overview of something I hadn’t heard of until a few weeks ago! I set up my free account and will be trying it out.

Leave a Reply

Your email address will not be published. Required fields are marked *

Your browser is out-of-date!

Update your browser to view this website correctly.Update my browser now