How to use Open AI’s Sora video generation app in your real estate business

Today I’m teaching a webinar on Sora for Realtors, so I figured… why not write this blog too

I’m getting ready to teach a live webinar with the fabulous Kyle Draper of the Serene team in the LA market this afternoon. The webinar is about one of the most misunderstood new AI tools in our industry: Sora. The questions have been nonstop. Is it worth learning? Should agents care? Does it even look real? And can it actually move the needle in a real estate business?

Since I’m teaching this session today, I decided to turn the core of that content into a blog. My goal is simple: help agents understand what Sora actually is, what it is not, and where it fits inside a modern real estate business.

This is the conversation we’ll be having live, so consider this your recap if you missed it.

The Landscape Realtors Are Walking Into

Agents keep hearing that Sora is “the next big thing,” but most haven’t seen a practical explanation of where it belongs in their work. Many are curious, a few are intimidated, and almost all are unsure how to integrate video AI into a weekly workflow. You can choose to use it or decide to leave it, but it is evident that some Realtors are using AI-generated video to stay top of mind with their sphere of influence and create fast and entertaining content that can be pumped out en masse.

The Real Goal: Sora Is About Brand, Not Listing Videos

One of the main points I’ll be making today is that Sora is not a listing-video generator. It can produce beautiful visuals, but it struggles with architectural continuity and accuracy. That makes it a poor fit for anything that requires precision. IE: you really can't use it to market your listings, at least not in a way where you are trying to show the actual listing itself in your visuals,

Where Sora shines is in personality-driven marketing.

It gives agents a way to show who they are, tell stories, spark conversations, and create attention around their brand at scale. Sora turns your ideas into short, compelling narratives that get people to stop scrolling and pay attention.

What Sora Makes Possible in a Real Estate Business

Here are the strategic areas we focus on in the webinar:

Story-Driven Marketing

Sora excels at creating small moments that help your audience understand your voice, your perspective, and your humor. The best performing real estate content right now is personality content. Sora fuels that, fast. So, tell stories. Tell the story of your crazy listing appointment or your 12-hour day showing houses in the car where you peed behind a bush and ate fast food for breakfast, lunch, and dinner. Funny stories seem to work the best. You have to remember why people go to social media. They typically don't go to social media to learn, they go to be entertained. They want to see the behind-the-scenes of your lifestyle as a real estate agent. And they, kinda like all of us, want to be entertained.

“Come With Me” Brand Building

Whether it’s showing your day, telling a behind-the-scenes story, or walking through a challenge you solved for a buyer or seller, Sora gives you a new visual way to spark trust. Trust is what drives leads.

Collaboration and Cameos

You can bring your own avatar into a Sora video. You can use someone else’s avatar with their permission. You can collaborate, educate, joke, or co-host content in a way that feels bigger than what a single agent can easily produce alone.

Reality Check: What Doesn’t Work

Sora still struggles with precision. It has a hard time keeping spaces consistent, maintaining architectural logic, and reproducing small details accurately. You can upload reference images, including your logo, but Sora often invents or approximates anything highly specific. This is why it usually gets logos wrong or can’t produce an exact aerial view of a real property. Trying to force Sora to nail these details will lead to repeated regenerations and frustration. The best approach is to avoid hyper-specific visuals and focus on broader storytelling concepts where small inaccuracies don’t matter.

What Happens When Agents Use Tools Like Sora Consistently

This is where things start to change:

• You show up online consistently, even on weeks when you don’t have time to film.
• The content you’ve been meaning to create finally gets produced instead of sitting on your to-do list.
• You let clients see the behind-the-scenes of your work, which strengthens trust and connection.
• You stay top-of-mind with past clients and your sphere because your content sparks conversations.
• You create a steady flow of relatable, personality-driven content that leads to more referrals.

Sora helps with the issue of inconsistent marketing. It replaces the weeks where nothing gets posted because you didn’t have time to shoot video. And it replaces the guesswork around what to make next.

Want the Actual Workflows? That’s What RAIN Is Built For

If you’re ready to go beyond using AI for listing photos and start integrating it into how you attract and nurture clients, join RAIN: Real Estate’s A.I. Network. Inside, you’ll get access to the exact workflows and tools that produce leads colapse time and make AI profitable for agents. Join RAIN here.

If you’re just starting to explore, connect with other agents learning to implement AI step-by-step inside our free Facebook group: Join the community.