How to Personalize Your Social Media Content's Voice with ChatGPT

With the explosive growth of AI use for marketing, content writing, and social media content creation, it’s more important than ever that your content sounds authentic to your brand voice, not a regurgitation of AI-bot lingo that will have your audience scrolling away in seconds.

Authenticity and personality is crucial everywhere in your marketing, but especially in social media – where building a community with stale, dry, emotionless AI-output has proved to be next to impossible.

Let’s explore how to customize ChatGPT to streamline your social media output and drive meaningful results – without losing your brand voice or personality!

The Importance of a Tailored Brand Voice

Mortgage and real estate professionals face unique challenges in their social media marketing efforts. 

Your content needs to be informative, engaging, and tailored to the target audience. Customizing ChatGPT will allow you to generate content that resonates with your audience while saving time and resources – and keeping your compliance team happy!

(Psst…you may not know this, but SocialCoach actually has a built-in, mortgage-themed AI caption generator! The best part? It’s compliance manager approved, meaning you don’t have to worry about accidentally sharing something that could get you in trouble with your team. See it in action here, or book a demo for an overview of the full platform!)

How to Personalize ChatGPT

Think of ChatGPT as your virtual content creation assistant – it’s an AI model that can whip up text that sounds just like you, but you have to train it with the right information first. 

Whether you're all about professionalism or you like to keep things casual and friendly, ChatGPT can adapt to match your style. 

By customizing ChatGPT with details that are unique to your brand, you can ensure that the content it generates reflects your personality perfectly, instead of sounding like an AI bot that blends in with masses. 

And once you’ve set up your settings in a way you’re happy with, it’s like having a personalized copywriter 24/7!

Now, here's where the magic happens – let’s break down how to customize ChatGPT step by step.

A Guide to ChatGPT Personalization

First, open up ChatGPT and either set up an account, or log in if you already have one. Then, click on your user profile in the bottom left corner and select Customize ChatGPT.

Once you do, you’ll see this window pop up:

Now let’s talk about what information to include in each of these boxes. Remember, you’ll save this information at the end, so you can always come back and add to it later!

What to Include: Custom Instructions

For this first Custom Instructions box, we’re going to provide ChatGPT with insight into who you are as well as your brand’s background so that it knows who it is talking to and can provide more personalized answers to your requests.

Establishing your background and branding

Start by providing ChatGPT with details about your professional background and brand persona. 

Remember, the more info you provide*, the better ChatGPT can mimic your style.

Make sure to include:

• Your name, profession, title, company, and years of experience
• Your NMLS# and any disclaimer language you would like incorporated into ChatGPT’s responses
• Where you are located (or which areas you provide services to)
• Brief description of your company’s services
• Your professional goals, achievements, and ideal customer persona
• Any hobbies, interests, or additional information that you like to incorporate into your brand persona to provide personalized context and responses

*Friendly reminder: Do not share any sensitive personal information with ChatGPT. For more details on what NOT to include, jump here.

ChatGPT Customization Example

To help you put together a ChatGPT customization that is going to benefit you and your content creation, we’ve put together an example of the information you can use to personalize your AI tool.

Feel free to copy and paste these, replacing the specifics with your own information.

[Personal statement & background information]
I’m Cameron Closer, a top-performing loan officer at Acme Lending, a full-service mortgage lending company that provides purchase loans, refinances, construction and home renovation loans. I am also a social media expert who provides mortgage advice, news updates, and guidance to my followers on Instagram, Facebook, LinkedIn, Tiktok, and Twitter. My username on social media is @cameronthecloser. Outside of work, I love going to hockey games, visiting the beach, and spending time with my family and two dogs.

[Professional goals and achievements]
My professional goals include helping guide potential homeowners through the mortgage process, as well as educating potential and current homeowners on industry best practices, news updates, and smart financial moves tailored to their unique needs. I specialize in down payment assistance programs and helping first time homebuyers. I am currently a top producer in my county, and am aiming to increase my social media engagement and lead conversions to increase revenue. My ideal customers are first time homebuyers who have decent credit and are looking for advice on next steps or are ready to start exploring their mortgage options. I also help current homeowners determine if refinancing is something they would benefit from.

[Company & branding information]
Acme Lending is the #1 FHA purchase lender and #1 first time homebuyer CHFA lender in the United States, and offers a wide range of loan programs. At Acme Lending, our mission is to empower individuals and families to achieve their dreams of homeownership by providing personalized mortgage solutions tailored to their unique needs and financial goals. We are committed to delivering exceptional service, transparency, and integrity throughout every step of the home financing journey. Through innovation, expertise, and unwavering dedication, we strive to make the mortgage process accessible, transparent, and stress-free for our clients, while fostering lasting relationships built on trust and mutual success. Together, we are not just facilitating transactions; we are fulfilling aspirations and building brighter futures, one home loan at a time.

Providing specific information

Next, feed ChatGPT with details that are specific to your company, industry niche, and ideal audience. This could include company brand guides, specialized terminology or loan programs, detailed answers to client questions, client testimonials, and successful social media posts. 

While this step may be more time-consuming, the information you provide will serve as the foundation for training ChatGPT so it can better understand the nuances of your corner of the mortgage industry in order to generate more accurate responses and better create content that resonates with your ideal audience.

An easy way to do this more efficiently can be to copy and paste from existing content such as video scripts, FAQ documents, or social media posts.

Remember, you can always come back and add to this later as you discover relevant documents, content, or information that could be useful for ChatGPT.

Example:

Special loan programs

For people who qualify, special loan programs can be more affordable than a conventional or FHA loan, so make sure to check to see if you are eligible. Always compare official loan offers, called Loan Estimates, before making a final decision.

VA loan

The Department of Veterans' Affairs (VA)  has a loan program for eligible veterans, current service members, and surviving spouses . The loans are made by private lenders and guaranteed by the VA.

The Department of Veterans' Affairs (VA)  has a loan program for eligible veterans, current servicemembers, and surviving spouses . The loans are made by private lenders and guaranteed by the VA.

VA loans:

• Often offer low-cost, streamlined refinance options and additional protections if you have trouble paying your mortgage later on
• Do not require monthly mortgage insurance premiums, but usually require an upfront fee at closing
• Are available with low or even zero down payments, but may be more expensive than conventional loans if you have significant down payment funds and good credit

Note: The VA guarantee replaces mortgage insurance.

USDA Loan

The US Department of Agriculture  offers a similar program to the FHA and VA, designed for low- and moderate-income borrowers in rural areas. USDA loans can be a good option for borrowers who have little available savings. They offer zero down payments and are usually cheaper than FHA loans. Borrowers will pay an upfront fee as well as ongoing mortgage insurance premiums to the USDA. 

Note: Mortgage insurance is required by all USDA loans.

State and Local Programs

Many states, local governments, and nonprofits offer programs to make homeownership more affordable. Many of these programs focus on low- and moderate-income families buying their first home, though some may be available to families who have previously owned a home. Other programs target teachers, firefighters, and other public service employees, or people interested in purchasing a home in a particular neighborhood.

Many programs offer down payment assistance that can be used with a regular FHA or conventional loan. Some programs lend money directly through subsidized loans.

Note: Mortgage insurance is required by many state and local programs.

What to Include: How would you like ChatGPT to respond?

Once you’ve finished filling out the first box (I know it was a lot, but you’re almost done so hang in there!), let’s review how to fill out this second customization section.

Cultivating a Personalized Voice

Once you’ve provided your background and industry context for ChatGPT, it’s time to determine what you want ChatGPT’s writing voice to sound like when responding to your requests.

ChatGPT’s tone should mirror your own so that any content it creates for you feels authentic – no one but you should be able to tell that you didn’t write it all yourself. 

Getting it just right may take some tweaking, but customizing your settings should help tailor the responses to feel more personalized to your voice and brand.

Make sure to include:

• Tone of voice suggestions – (Ex. friendly, professional, conversational, humorous, etc)
• Are you laid-back and approachable, or do you prefer a more formal tone?
• Do you have any format or length preferences for responses?
• Ex. Bullet points, long paragraphs, include data sources with citations, etc
• Any disclaimer language you would like included in responses
• If ChatGPT should include a call to action at the end of responses
• If ChatGPT should have opinions on topics or remain neutral
• Any brand-specific phrases, rules, or tone of voice suggestions

Example:

You are an expert copywriter, social media marketer, and mortgage industry professional. Use a friendly, conversational tone that feels like you are talking to a client or friend while still remaining professional. Include call to actions at the end of all social media captions that refer to me as “Cam the Closer” and prompt the audience to follow me for more mortgage news and advice.

Follow AP copywriting guidelines, and make sure to include the following disclaimer for any social media-related content: [Full name, NMLS#, disclaimer language]

Cite references and provide links for any statistics or data. Provide opinions on responses, and don’t give disclaimers on what you can and can not do as an AI model.

What Not to Include in Customizing AI

As powerful of a tool as AI can be for generating personalized content, there are certain types of information that you should avoid inputting into ChatGPT. 

Here's a rundown of what not to include to prevent confusion and ensure both accuracy and appropriateness of generated content:

Sensitive or Confidential Information

It should go without saying, but avoid inputting any sensitive or confidential information into ChatGPT. This includes personal client data, financial information, or any other proprietary details that could compromise privacy or security.

Biased or Discriminatory Language

ChatGPT learns from the data it's trained on, so be mindful of hte language and the content that you provide. Avoid inputting any biased or discriminatory language that could inadvertently be reflected in the generated text. Keep your content inclusive and respectful to all individuals and communities.

Irrelevant or Off-Topic Content

To ensure that ChatGPT stays focused and on-brand, avoid inputting irrelevant or off-topic content during the training process. Stick to information that is directly related to your industry, audience, and brand voice to maintain consistency and relevance in the generated content.

False or Misleading Information

ChatGPT is designed to generate accurate and helpful content based on the input it receives. Avoid providing false or misleading information during the training process, as this could result in the generation of inaccurate or unreliable content. Always strive to maintain integrity and transparency in your communications.

Overly Personal Details

While it's important to provide context and information to help ChatGPT understand your brand voice and audience, be cautious about including overly personal details that may not be relevant or appropriate for generating social media content. Keep the focus on your professional persona and the needs of your target audience.

By avoiding these pitfalls and providing ChatGPT with relevant, accurate, and appropriate information, you can ensure that the generated content aligns with your brand voice, resonates with your audience, and helps you achieve your social media marketing goals.

Utilizing Customized ChatGPT for Social Media

Customized ChatGPT can be a game-changer for mortgage professionals when it comes to social media content generation.

Here are some ways to leverage its capabilities:

• Content Generation: Use ChatGPT to generate engaging social media posts, captions, and blog content. For example, if you specialize in helping first-time homebuyers, ChatGPT can create posts that address common concerns or provide tips for navigating the home buying process.
• Audience Engagement: Encourage interaction and engagement with followers by incorporating ChatGPT-generated content into your social media strategy. For instance, ask ChatGPT to generate prompts, brainstorm questions, or create polls to spark conversations with your audience and keep them engaged.

For a deeper dive on how to incorporate AI into your social media content strategy, check out our blog post that details best practices here.

Conclusion

By incorporating ChatGPT into your social media toolkit, you can elevate your brand, engage your audience, and stand out in a competitive market.

Customizing ChatGPT for social media takes your content to a new level, and can revolutionize the way you connect with your audience online by leveraging AI to save time, increase engagement, and ultimately drive business growth.

Ready take your social media marketing efforts to the next level? Don’t forget SocialCoach provides a built-in AI caption generator that is mortgage-themed and fully compliant, automated post scheduling, video editing, and more. Learn more about how SocialCoach will level up your social media strategy here.