Most AI real estate copy these days reads the same because whichever tool you’re using (ChatGPT, Claude, etc.) knows nothing about who’s talking.
Which is why we’re excited to launch our new tool: Brand Voice Architect! It documents how your business sounds so AI can write like you, and it’s free to use.
Brand Voice Architect interviews you about your business, then builds a one-page Brand Voice Blueprint from your answers and your own writing. It also checks every draft against the writing rules our content team uses on client sites.
Before: the blog post any AI tool would write
Here’s the opening of a blog post about Kittredge Harbor, a made-up town on the Maine coast, written by an AI tool with no voice to work from. It came back titled “Discover Kittredge Harbor, Maine’s Hidden Gem.”
Nestled in the heart of Maine’s stunning coastline, Kittredge Harbor is a vibrant community that truly has it all. Whether you’re a first-time buyer or a seasoned investor, this charming town boasts something for everyone, from waterfront cottages to spacious family homes. It’s not just a place to live — it’s a lifestyle. In today’s competitive market, homes here move fast, so look no further! Perfect for young families, Kittredge Harbor offers top-rated schools, a bustling downtown, and endless opportunities to elevate your coastal living.
It reads fine at first glance. If you swap in any other town’s name, it reads just as well–which is the giveaway. Here’s what our writing rules flagged:
- “Nestled in the heart of” and “vibrant community”: staple phrases AI loves using when writing about communities.
- “Whether you’re a first-time buyer or a seasoned investor”: talks about the reader and says nothing about the town.
- “It’s not just a place to live, it’s a lifestyle”: a stock line AI tools reach for constantly.
- “Perfect for young families”: describes who belongs there, which is a Fair Housing risk.
- “Top-rated schools”: a claim nobody checked.
After: the same blog post in the brokerage’s voice
With the brokerage’s Brand Voice Blueprint loaded and our writing rules applied, the same request came back titled “Getting to Know Kittredge Harbor,” with this opening:
Kittredge Harbor is a working harbor town on the Maine coast, home to about 4,000 people year-round. The lobster co-op still unloads at the town pier most mornings, and Front Street runs three blocks from the pier up to the library. Most of the homes are capes and shingled cottages built before 1950, with a few newer houses on Spruce Hill. If you’re hoping for something near the water, tell us what you’re after, and we’ll call you when it comes up.
Every sentence now says something you could check on a visit. The lobster co-op and the capes built before 1950 do the work the adjectives were trying to do, and the post closes with a clear next step for the reader.
How Brand Voice Architect works
- Request a free access code. We’ll email you the link and your code.
- Answer a short guided interview about who you serve and how you want to sound, including what you’d never want to sound like.
- Share samples of your own writing, like your About page or a listing you’re proud of.
- Review a plain-language draft and correct anything that’s off.
- Download your Brand Voice Blueprint, a one-page file written for AI tools to follow.
Your blueprint also points to the writing rules our content team works from. They cover AI writing patterns, Fair Housing language, hallucination prevention, and local language guidelines.
A blueprint is a writing aid. Final review of anything you publish stays with you.
Use it in any AI tool
Your blueprint is yours to keep. Paste it into ChatGPT, Claude, Gemini, or whatever AI tool your team writes with, and every draft starts out sounding like you.
Save it in the tool’s custom instructions or project files so you don’t have to paste it every time, and share it with anyone who writes for your business.
Included with Union Street Media websites
If you have a website with us, we’ll load your blueprint into your website’s back end. Content Genie then writes your blog posts from your blueprint and follows the same rules our team of content experts uses. We’re starting with blog posts first, and we’re adding more areas of your site soon. We keep those rules current as search and AI change, and Content Genie picks up every update.
When you finish the interview, your blueprint goes to our Customer Success team too, and they’ll add it to your site.
Get your free Brand Voice Blueprint
Brand Voice Architect is free to use. Request your access code, and we’ll send you the link.
