Have you heard about the new shiny piece of technology taking the world by storm?

It’s called ChatGPT.

In case you haven’t heard the buzz yet, here’s a quick overview:

What is ChatGPT?

chat GPTChatGPT is Artificial Intelligence (AI)-powered chatbot that’s been trained to respond like a human would. It can take a few words or sentences that you type in and use them to write a whole paragraph or even a whole story.

But that’s just scratching the surface.

You can “talk” to it as if you were talking to a person via chat, and the possibilities are endless.

AND it’s free – at least for now.

Since its launch on November 30, 2022, it has been used by over a million people to search for information and write anything from computer code to poetry or music. While it’s controversial, students have been using it to write essays and papers for school.

You might be thinking the same thing we are: can this AI write property management content?

How Does ChatGPT Work?

If you’re asking whether it can WRITE a property management blog, the answer is YES.

ChatGPT can write on almost any topic.


Using a technology called Natural Language Processing (NLP) and machine learning, ChatGPT can generate blog text pretty easily. It has read much of the internet up until 2021 as part of its training dataset, so it uses all that information to scrape together something that satisfies whatever prompt you give it.

Keep in mind that this tool has its limitations.

OpenAI, the developer of this tool, is upfront about what doesn’t work:

  • Sometimes, the chatbot can provide information that might sound plausible but is simply inaccurate.
  • It also sometimes spews out information that is biased or nonsensical.

Think of it this way – when you search for the term “property management” on Google, it generates about 2.1 billion results in half a second (2,130,000,000 results within 0.60 seconds as of Jan. 9). That’s over 2.1 billion pieces of content related to the term “property management.” Of the 2.1 billion pieces of content, would all of those contain 100% accurate and unbiased information?

Probably not.

So, if ChatGPT is referencing an imperfect dataset, it comes as no surprise that it could sometimes come up with information that is inaccurate or biased.

Here’s another thing to consider: If it can write blogs, will the blogs be unique or is there a possibility of content duplication?

To answer that question, I decided to ask the chatbot itself:

GPT (Generative Pretrained Transformer) is a machine learning model that is trained to generate human-like text. It is capable of generating original content given a prompt and enough data to learn from. However, it is important to note that while GPT can generate novel text, it is not capable of original thought or understanding the context and meaning of the words it generates. To generate original and unique blog content on property management with GPT, you would need to provide it with a prompt and a large dataset of examples of blog posts on the topic you want it to write about. You can then use this dataset to fine-tune the model and have it generate new blog posts on that topic. It's worth noting that the quality of the output will depend on the quality of the data the model was trained on and the prompt you give it. In order to generate high-quality, original content, it is important to use a diverse and representative training dataset and to carefully craft the prompt to guide the model's generation.

Will AI-Generated Content Help You Rank Higher on Google?

Now you might be thinking, what about using ChatGPT to write content not for humans but plainly for SEO? Isn’t ranking all about the keywords anyway?

That’s a really good question.

AI-generated content may not rank as well as content that has been written by a human, as search engines like Google use sophisticated algorithms to determine the relevance and quality of a webpage. The primary purpose of search engines is to return the most relevant and high-quality results to a user's query. And the quality of a webpage is determined by multiple factors such as the relevance of the content, the structure of the webpage, the user experience, the backlinks, and many other metrics. In theory, AI-generated content can be optimized to rank well on search engines, but it's important to remember that search engines use a wide range of signals to determine the relevance and quality of a webpage. So even if the AI-generated content is well-written and optimized for search engines, it may not perform as well as content that has been written by a human and reviewed by experts in the field. Additionally, many of the AI-generated content tend to be low-quality, duplicated or even unreadable, and search engines are able to detect such content and demote the ranking on their results. In summary, while it's possible for AI-generated content to rank well on search engines, it is not a guarantee and it's important to make sure that the content is of high quality and relevant to the user's search query.

Two factors affect output:

  1. The prompt or the input text that you provide is fully in your control.
  2. The dataset this technology was trained on is not in your control. We have no visibility on where the data is coming from or how the AI is trained.

There is no capability for original thought, and it’s possible to end up with duplicate content when using it to write blogs.

And as Google has said in the past, duplicate content is a no-no.

The text generated by ChatGPT could pass off as human, but it doesn’t necessarily write copy that leaps off the page or stands out. It will never be personalized to your specific property management company and its strengths and services.

There is more to SEO than the actual blog content you post online or the keywords you put in those blogs. In fact, Fourandhalf has covered this topic in our past blog posts. Feel free to check them out.

AI-generated content can HELP you?


But, can you simply rely on tools like this to succeed?


In fact, Google’s recent algorithm updates address the topic of AI-generated content in relation to search rankings. We’ll be releasing more on this subject soon, so stay tuned for that.

Will ChatGPT Replace Content Marketers?

It’s important to mention that as good as the responses sound, it is still a chatbot.

You still need to figure out the best prompts to give, you still need to spend time checking, rewriting, and then actually posting and sharing that piece of content online.

As a content marketer, I am not opposed to the development of AI technology such as ChatGPT. In fact, I used it to help me create this piece of content, as you can see.

I found though that although it’s a useful tool to help me with ideas, I couldn’t quite get the quality piece I wanted straight out of the chatbot. I still had to spend a lot of time rewriting, fact-checking, and adding to what it gave me.

At the end of the day, it’s not a magic bullet.

Just for fun, I wanted to see if ChatGPT thought it would replace marketers like our team here at Fourandhalf. Here’s what it said:

It is unlikely that language models such as GPT (Generative Pretrained Transformer) will fully replace content marketers in the near future. While GPT and other language models are capable of generating human-like text, they do not have the ability to understand the context or meaning of the words they generate. As a result, they are not able to fully replicate the creative and strategic thinking that is required to develop and execute a content marketing campaign. That being said, language models can be a useful tool for content marketers, helping them to generate ideas, create rough drafts, and save time on tasks such as editing and proofreading. However, it will still be important for content marketers to review and refine the output of these models to ensure that it is accurate, appropriate, and aligned with their overall marketing strategy.

This response came from the chatbot itself.

And if you’re in need of the creative and strategic thinking from an experienced marketing team, look no further than Fourandhalf Marketing Agency.

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