What This Is
This is a strategy to help you create hyperlocal real estate market update emails using AI and your own MLS data.
Why does this matter? Because sellers hire the knowledge broker—the agent who shows up with insights, not just opinions. And a well-crafted market update email is one of the clearest ways to show you know your stuff.
But here’s the problem: most market reports are too broad. A citywide update or a generic monthly recap isn’t meaningful to most of your database.
What actually works? Getting specific:
- A snapshot of what’s happening in a certain neighborhood
- A report on listings over $1M in your area
- An update tailored to investors looking at duplexes
- A trend summary for homeowners who might want to downsize or move up
Those are the updates people pay attention to—but building them by hand every time is exhausting. With AI, you don’t have to. This system helps you generate high-impact, data-backed, hyperlocal market update email newsletters in a fraction of the time.
All you need is your MLS data and the right prompts.
How To Use It
You’ll be using either ChatGPT, Gemini, Grok or—my personal pick, Claude (your choice). Just follow these steps to generate your email.
STEP 1: Pull Your MLS Data
Start by exporting data from your MLS based on the audience/area you’re targeting.
- Use filters like price range, property type, or ZIP code.
- Include relevant columns like status (Closed, Expired, Withdrawn), list and close dates, price, and location.
- Export your results as a CSV or Excel file.
Smaller, focused datasets work best. Example searches might include:
“Detached homes between $600K–$900K in [Area] over the past 60 days”
“Expired listings over $1.2M in [ZIP] in the past quarter”
“Condos with 2+ beds in [Neighborhood] sold year-to-date”
STEP 2: Start with the Intake Prompt
Paste the Intake Prompt into your AI chat. It’ll walk you through a quick setup where you’ll enter:
- Your name or business name
- Market location
- Font and brand colors
- Your email signature details
- The primary goal of the email (e.g., influence potential sellers, attract move-up buyers, educate investors, etc.)
NOTE: Anywhere you see underscores in the prompt (like Your Business Name), just replace the text between the underscores with your own details.
**1. Business or Brand Name**
_The Taylor Group Real Estate_
This tells the AI how to structure the tone, layout, and purpose of your email.
Prompt
You’re about to generate a custom HTML email newsletter based on real estate market data provided in a spreadsheet.
Before beginning, collect the following inputs from the user:
—
### INTAKE QUESTIONS
**1. Business or Brand Name**
_Used for branding and footer elements._
**2. Agent or Sender Name**
_For use in the signature and any references throughout the email._
**3. Market Location**
_The geographic area this market update covers (e.g., “Franklin, Tennessee”)._
**4. Preferred Font(s)**
_List one or two fonts to be used in the design._
**5. Preferred Brand Colors**
_Provide color values or descriptions (e.g., “deep navy and soft gray”)._
**6. Email Signature Details**
_Include any additional contact information for the footer: phone number, email, website, license number, etc._
**7. Primary Goal of the Email**
_Describe the core purpose of the email. Who are you trying to influence, and what do you want them to think, feel, or do? (e.g., “Encourage homeowners to consider selling,” “Position myself as the go-to market expert,” etc.)_
—
After you’ve collected and confirmed this information, acknowledge it. Then, wait for the user to proceed with the next instruction and upload the accompanying spreadsheet.
STEP 3: Upload Your Spreadsheet
After completing the intake step, upload your MLS spreadsheet to the same chat. Now the AI has what it needs: your branding, your audience, and your local data.
STEP 4: Run the Execution Prompt
Paste in the Execution Prompt to submit with the your MLS data.
This will tell the AI to analyze the data, generate a personalized greeting, write a compelling insight based on the goal you specified, and build interactive visualizations. It will then return a clean block of HTML code that you can copy and paste directly into your email marketing platform (like Mailchimp, ActiveCampaign, or similar).
Prompt
You’ve collected intake information from the user, including business name, sender name, market location, brand preferences, and the goal of the email. Now, using that information and the attached spreadsheet, create a fully custom HTML email newsletter.
This email will serve as a Real Estate Market Update for the specified market area, based exclusively on the data in the spreadsheet.
Do not alter, fabricate, or infer any information beyond what is provided in the spreadsheet.
—
### REQUIREMENTS
*All instructions listed below must be followed.*
—
**Personalized Greeting**
– Add a personalized greeting at the top of the email using standard merge tag syntax (e.g., `{{FirstName}}`).
– If no name is available, default to a friendly salutation like “Friend” or “Homeowner.”
– Ensure the name is converted to proper case (e.g., “john” becomes “John”; avoid all caps).
**Data Integrity**
– Use only the data provided in the spreadsheet.
– Do not invent, infer, or hallucinate any additional information.
– You must infer all relevant market characteristics (e.g., property type, price range, sub-location) directly from the spreadsheet data, without introducing anything not present.
**Compelling Market Insight**
– Analyze the data to identify a single compelling insight aligned with the **primary goal** specified during intake.
– Write a 3–4 sentence paragraph that clearly communicates this insight to the target audience.
– Highlight a relevant, specific data point that would influence the intended behavior (e.g., considering a sale).
– The tone should be persuasive but strictly factual—avoid exaggeration or speculation.
**Offline Functionality**
– Ensure all infographic content—including charts, graphs, and imagery—renders properly in any modern web browser, even without an internet connection.
**Coding Standards**
– Write clean, semantic HTML with inline CSS styling only. Use table-based layouts and email-safe CSS properties. Avoid external stylesheets, <style> blocks, and modern CSS features unsupported by email clients like Outlook.
– The final product should be fully functional across major email clients.
**Expert Design**
– Apply professional design principles to ensure the layout is clean, visually engaging, and easy to read.
– Use the preferred fonts and brand colors specified during intake.
– Include clear section headers and concise supporting text to guide the reader through the content.
**Data Visualization**
– Create interactive charts and graphs that clearly display key trends and performance metrics using only the spreadsheet data.
– Do not infer or supplement with outside information.
– Keep the number of visual sections focused and digestible—typically 2 to 4 key visuals is appropriate for a single newsletter.
– The visualizations should help the intended audience quickly grasp what’s happening in the market and why it matters in the context of the stated goal.
—
Use the date range in the spreadsheet to generate a relevant and accurate title for the newsletter.
Ensure the final design reflects the branding and communication goal captured during intake.
STEP 5: Copy, Paste, and Send from Your Email Platform
Once the AI gives you the final HTML, copy the entire block of code and paste it into the HTML editor of your email platform (like Mailchimp, ActiveCampaign, etc.).
Before you send:
- Carefully review for accuracy—make sure the data, insights, and language reflect what’s actually in your spreadsheet
- Preview the email to check formatting, visuals, and mobile responsiveness
- Replace any placeholder merge tags (e.g., {{FirstName}}) with the correct format for your platform
- Confirm that links, buttons, brand colors, contact info, and CTAs are correct
- Send a test email to yourself
- Then send to your intended list
You don’t need to know code—just copy, paste, review, and send with confidence.
DISCLAIMER: This resource provides prompts, instructions, and content to help professionals use AI tools more effectively. Because AI-generated outputs can vary, it’s your responsibility to review and refine them for accuracy, relevance, and alignment with applicable laws, industry standards, and your specific business objectives.
