How to use Claude for real estate: prompts, workflows and Claude Code basics

Five workflows agents use every day

1. Listing remarks from facts

Prompt: "Write MLS public remarks for this Colorado listing. Use only these facts: [paste]. 900 characters maximum. Do not describe the people who should live here, schools, safety or neighborhood character. After the remarks, list any words that could raise a fair housing question and suggest a neutral replacement." Then read it against the listing sheet.

2. Follow-up texts that get replies

Prompt: "Write three text messages under 160 characters to a buyer named [first name] who looked at [address] in [city] two days ago and has not replied. No emojis, no links in the first text, no pressure. Each ends with one easy question. Sign nothing." In our own Follow Up Boss data from September 2025 to July 2026, leads that got three or more calls reached hot, warm or pending at 2.2 times the rate of leads that got zero to two calls. Claude writes the words. The calls still have to happen.

3. Market updates from your own numbers

Paste a table of monthly MLS numbers and ask for a 200-word update that states each number with its month, says what changed since last month and last year, makes no predictions, and ends with the source and date. Never let Claude invent a number. If it is not in your table, it is not in the update.

4. Explaining a pricing report to a seller

Paste your comparable sales and adjustments and ask Claude to explain, at a sixth-grade reading level, why the recommended price is what it is, naming the two strongest comparables by street. This is how our Smart Pricing Report's summary page starts. The agent edits it before the seller sees it.

5. Objection practice

Prompt: "Play a seller in [city] who says 'we want to wait until rates drop.' Stay in character and push back twice. When I say 'end', score my answers on empathy, facts and next step, and give me one better line." Our rule: no hints during the call. The coaching comes after.

Rules that do not change because Claude wrote it

• You are responsible for every word. License law treats an AI draft the same as one you typed.
• Fair housing applies. No descriptions of who should live somewhere, no school or crime claims, no "family-friendly".
• Brokerage name in advertising. In Colorado, Commission Rule 6.10 requires it, including with any team name. Put your full brokerage line in your project instructions so every draft includes it.
• No claims you cannot prove. Ban "best", "number one" and "top" in your instructions unless you have a named, dated source.
• Protect client data. No Social Security numbers, bank details or loan files. Follow your brokerage's AI policy.
• Check the facts. Claude can be wrong with confidence. Every number gets checked against its source.

Claude Code basics for agents

Claude Code is where Claude stops drafting and starts doing. It opens a folder on your computer, reads the files, proposes changes and asks for your approval before it edits a file or runs a command. Anthropic's documentation lists a one-line installer for Mac, Linux and Windows, and the desktop app includes Claude Code with a paid plan.

Three ideas cover most of what an agent needs:

1. Work in a folder. Point Claude Code at a copy of your website files, a folder of listing photos or a spreadsheet export. It works on what is in that folder.
2. Write a CLAUDE.md file. Anthropic describes CLAUDE.md as a markdown file in your project that Claude Code reads at the start of every session. Put your rules there: brokerage line, banned words, how titles are written, what never to change.
3. Approve before it changes anything. Ask for a list first. Approve the list. Then let it work.

Example prompt: "Read my sitemap at [URL]. List every page whose title tag does not contain the city name and the words 'real estate', and every page missing RealEstateAgent or FAQPage schema. Propose a fix for each, but change nothing until I approve the list."

We run our own sites this way: daily checks for missing pages, stale numbers and broken links, each change listed before it is made. Claude Code also runs scheduled tasks, so a check you approve once can run every morning.

Where the prompt pack fits

Our Prompt Pack: Claude Code for Your Website has the prompts we use to audit titles, schema and missing city pages, plus a starter CLAUDE.md with the brokerage-line and claim rules built in. It is $49 and downloads instantly. It can help you get Claude Code working on your site in an afternoon. You still approve every change.