Prompt to Close: Edmund Bogen on Why AI Is Already Reshaping Real Estate
by Hayden Reno
May 2026
Artificial intelligence has quickly moved from an industry buzzword to an everyday business tool, and according to Douglas Elliman’s Edmund Bogen, agents who fail to adapt to it are falling behind faster than they realize.
Bogen, who recently released his new book Prompt to Close, has become one of real estate’s most outspoken voices on the practical use of AI in luxury real estate. Through his consulting platform, Bogen.ai, weekly masterminds and hands-on experimentation with tools like ChatGPT and Claude, he’s helping agents understand how AI can streamline workflows to improve efficiency and create entirely new ways of doing business.
According to Bogen, the most important conversation is about how agents can use this technology to their advantage.
“AI isn’t replacing relationships,” he says. “It’s extending your capabilities. The agents who learn how to integrate it into their existing workflow are going to have a significant advantage.”
During a recent conversation with Elliman Insider, Bogen discussed the inspiration behind Prompt to Close, as well as the tools he believes every agent should be using and why the human element of real estate remains more important than ever.
Q&A With Edmund Bogen:
What inspired you to write Prompt to Close?
“I kept seeing agents either intimidated by AI or misunderstanding what it actually does. You don’t need to be a software engineer to use these tools effectively. What people really need to learn is how to reverse engineer their current workflow and ask themselves, ‘How can I do this better and faster?’”
Bogen explains that much of the book focuses on helping agents integrate AI into tasks they already perform daily rather than reinventing their entire business.
“It’s not about replacing what works. It’s about enhancing it.”
What’s one AI workflow every real estate agent should implement immediately?
“For me, it’s the ‘CMA a Day’ workflow,” Bogen says.
Using Claude, Bogen has built a repeatable AI system that incorporates his branding, preferred visual style, local market comps and neighborhood information. By simply inputting an address, the system can quickly generate a polished comparative market analysis package that his team sends to potential sellers.
“We’re sending out personalized CMAs constantly now,” he says. “Even if we don’t get the listing, it creates conversations and keeps us top of mind.”
How quickly are agents falling behind if they aren’t using AI?
Bogen compares the current moment to the transition from horse-drawn transportation to automobiles.
“For a while, blacksmiths and mechanics coexisted,” he says. “What took 20 years back then is happening in two years now.”
According to Bogen, the advantage AI provides can especially help with preparation and organization.
“If another agent is using AI to organize timelines, process data and respond faster, and you’re not, eventually that gap becomes impossible to ignore.”
How important is the human side of real estate as AI becomes more advanced?
“Huge,” Bogen says emphatically. “Especially in luxury real estate.”
While AI can dramatically improve efficiency, he believes the trust built with in-person interactions remains irreplaceable.
Bogen says AI can take agents most of the way, but not all of it. “AI will take you 80 to 90 percent there,” he says. “But don’t give up on the last 10 to 20 percent.”
He also warns against relying blindly on AI-generated information.
“Always fact-check. Use multiple platforms. Don’t assume one answer is automatically correct.”
You talk a lot about ‘LLM stacking.’ What does that mean?
Bogen describes “LLM stacking” as using multiple AI platforms to verify and improve information.
“If ChatGPT writes something, I’ll often run it through Claude or Gemini to fact-check it or improve it,” he says. “You start comparing outputs and refining the work. That’s where the real value comes in.”
He used the same process while writing Prompt to Close, running chapters through several AI systems and refining them repeatedly based on feedback generated by the platforms themselves.
What role does content creation play in your AI strategy?
For Bogen, content remains one of the biggest opportunities for agents.
He records mastermind sessions, interviews and meetings then uses AI tools to transform long-form conversations into clips, articles, emails and social media content.
“One meeting can turn into weeks of usable content,” he says. “The key is understanding what resonates with your audience.”
He also believes AI allows agents to become far more targeted in their marketing efforts.
“You can ask AI what kind of content appeals to people in a specific neighborhood or demographic. That level of insight is incredibly powerful.”
What’s your biggest piece of advice for agents who are hesitant about AI?
“Start now,” Bogen says. “And pay for the tools.”
He recommends agents invest in paid versions of platforms like ChatGPT and Claude rather than relying solely on free versions.
“It’s $20 a month,” he says. “That’s two coffees in New York City. If you’re serious about your business, it’s one of the best investments you can make.”
More importantly, Bogen says agents need to approach AI with curiosity rather than fear.
“This is the greatest knowledge base we’ve ever had access to,” he says. “The agents who embrace it thoughtfully are going to operate at an entirely different level.”
In his own business, Bogen has also introduced “Dawn Foster,” an AI-powered virtual receptionist that can answer questions about his book and his business in real time.
Edmund Bogen can be reached through his virtual assistant at 561-933-8819 or through his email: edmund.bogen@elliman.com.
Sign up for Bogen's weekly Masterminds here: https://www.bogen.ai/edmunds-mastermind
Prompt to Close is available now on Amazon, which you can find here: https://www.amazon.com/Prompt-Close-Playbook-Estate-Professionals-ebook/dp/B0GV39J1YX
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