AI writing has a tell, and your LPs, brokers, and tenants have already learned to spot it. That's a problem when your firm's brand depends on sounding like a specific set of people rather than a language model with a real estate vocabulary.
This is a build session, not a lecture. Brad builds a Claude skill file live, working from a real firm's writing, then walks through the same process with attendees so everyone leaves the session with their own skill file already tested, not a set of notes to implement later.
You'll leave with a working voice skill file running against your firm's actual content types: LinkedIn posts, LP updates, deal memos, whatever you write most.
Over the past decade he has co-founded General Assembly, a pioneer in education and career transformation specializing in today’s most on-demand skills, as well as Common, a multifamily operating company focused on innovative housing typologies like coliving.
Contact the host →You'll learn how to
- Build a Claude skill file live during the session, not from a template you fill in later
- Break your own writing down into codable elements: vocabulary, rhythm, tone
- Write instructions specific enough that Claude actually follows them
- Test your skill file in real time against your firm's actual content: LinkedIn posts, LP updates, deal memos
- Catch and fix the moments where output still reads as generic AI, on the spot
- Leave with a maintenance process so the skill file gets sharper with use instead of going stale
What the workshop covers
Why AI Writing Sounds Like AI
The specific patterns readers and LPs have learned to recognize:
- Common tells: hedge words, uniform sentence rhythm, generic openers
- Why this matters more for firms whose brand depends on a distinct voice
- The gap between writing that's fine and writing that's yours
Live Build: Deconstructing a Voice
Brad builds a skill file from scratch, working from real writing samples:
- Pulling real examples and separating vocabulary, rhythm, and tone into distinct elements
- Deciding what's core voice versus personal quirk that doesn't need to travel
- Attendees do the same with their own writing in parallel
Live Build: Writing the Skill File
Structuring the file for real, durable impact on output:
- Writing instructions Claude actually follows instead of politely ignoring
- Balancing consistency with flexibility, so you're not just trading one robotic voice for another
- Attendees build their own file alongside Brad's, step by step
Testing Against Real Content
Getting it built is step one. Getting it to hold up is step two:
- Running the skill file live against LinkedIn posts, LP updates, and deal memos
- Diagnosing where it breaks down and adjusting on the spot
- Setting up a feedback loop so it improves every time it's used
Format & access
One live session
90 minutes, live on Zoom, hands-on: bring a laptop and your own writing samples.
Recorded for everyone
The full recording is sent to every registrant, whether or not you attend live.
Materials
Participants leave with their own working skill file, plus a voice-audit worksheet used during the session.
Frequently asked questions
Who is this workshop for?
Anyone at a real estate firm responsible for written communication under the firm's name: IR, marketing, capital raisers, and principals writing their own LP updates.
Do I need to already use Claude?
No. The session covers skill files from the ground up and you'll build one live regardless of starting experience.
Should I bring anything?
Yes. Bring a laptop with Claude access and a few samples of your own writing (LinkedIn posts, LP updates, whatever you write most) to build your skill file against.
I can't make this time, will a recording be available?
Yes, though the live build is the core value here. All registered attendees get the recording, whether or not you attend live.
Hear from our alumni
"Brad and Paul opened my eyes to how real estate deals get put together, where incentives lie, and how we might create business cases for proptech and climate tech. Great stuff!"
"A perfect introduction to the most important real estate concepts, distilled down in the perfect way to absorb and retain. Paul and Brad clearly thought a lot about how to actually educate, not just data-dump the group."
"Excellent course that guides you through a fictional case study with detailed explanation of every single step for all personas at every stage of a real estate deal. I highly recommend enrolling."
"Huge thank you for an amazing five weeks. The 'Selling into Real Estate Owners' course content is a goldmine for anyone building or selling in PropTech, and the weekly cohort discussions are a rare chance to learn directly from peers."
"A collection of engaging and collaborative sessions on how to launch and structure a venture into real estate. Paul and Brad put on a great class with an even better collection of participants."
As featured in
Building an Authentic AI Voice (Skill Files)
Live on Wednesday, October 7, 12-1:30pm Eastern Time. $199.
Register for this workshopRecordings are sent to all registered attendees, whether or not you attend live.