Why use AI for award submissions?

Key Benefits

• Faster start: Get off the starting block with speedy idea brainstorming, structure development, and initial drafting.
• Fresh perspectives: Uncover new angles and golden nuggets of information or campaign highlights that you may not have thought of.
• Editing assistance: Reduces pages of fluff and waffle with tight editing, or can turn bullt point lists into paragraphs of prose.

3 essential steps for winning AI-aided submissions

Judges need proof, not prose – and AI can’t fake the facts.”

1. Gather the goods first

Whether you’re entering Marketing Campaign of the Year or Community Champion, your Negotiator Award entry will be judged strictly on the five or six key criteria, most of which will need to be evidenced with supporting information.

While AI can assist in crafting narratives, the substance of your submission must be grounded in verifiable data, because judges prioritise factual evidence over eloquent prose.

Depending on which categories you are entering, property professionals may need to demonstrate your worthiness of the award win with financial information and sales reports, customer testimonials and reviews, certificates and qualifications, marketing and promotional materials, for example.

Gather all of this upfront and pull together key information that makes you stand out.

✅ What to prepare:

• Customer satisfaction stats (e.g. “Google Reviews average 4.9/5 from 300 reviews”)
• Performance data (e.g. “25% YOY increase in managed properties”)
• Testimonials (staff, clients, partners)
• Screenshots of results, website metrics, media features

Example – Community Champion of the Year

You supported three local schools with fundraising and resources, leading to local press coverage and a 15% uplift in vendor instructions in those postcodes? Show the impact. Upload media links and testimonial letters from headteachers.

💡 Top Tip:

Don’t know what to prepare? Explain to AI what kind of business you are, the industry you work in and what you are trying to achieve, along with the category criteria, and then ask it to give you some ideas about how you could demonstrate this with data and what you need to collect.

A good prompt = a good draft – if you put garbage in, you’ll get garbage out.”

2. Create a solid brief

Anyone that has been using AI for a while, though, will know that it is absolutely crucial to get the brief right in order to maximise the usefulness of the output.

In some case, you could find yourself spending more time editing an AI-generated submission than it would have taken you to do it yourself.

The more information you can provide, the better, but don’t waffle (more on that later).

✅ What to supply:

• The exact award category and criteria (copy from the awards site)
• A list of facts & achievements per judging point
• Preferred word count
• Tone/style (professional, engaging, concise), with example if you have one.

Example – Marketing Campaign of the Year

Asking AI to draft a 500-word submission with a one-paragraph brief as follows will only produce a very fluffy, long-winded and repetitive write-up.

“Write a 500-word submission for The Negotiator Awards. Category: Marketing Campaign of the Year. Focus on our Q3 2024 rebrand campaign. Highlights: 200k online impressions, 12% rise in inbound leads, campaign budget £5,000. Include strategy, execution, and result. Professional but vibrant tone.”

💡 Top Tip:

Using previous entries with updated facts can sometimes glean excellent results. Not a writer? You can also upload voice notes into many AI software.

No draft will be ready to submit – the human touch matters.”

3. Review and revise ruthlessly – The human touch still matters

Under no circumstances should you the copy and paste the AI output into the award submission entry box, or make do with the system’s suggestion: human oversight is imperative.

AI has a habit of misreading information or looking to unreliable sources for additional data.

Review, word for word, the entire copy, triple-checking facts and validating the information and ensuring you are happy with the structure and tone. Also check for grammatical accuracy, particularly English spelling. And then review again against the criteria – perhaps even using those as the sub-headings for the avoidance of doubt.

Without using an exact speed limit analogy here, remember that the word limit is exactly that too – a maximum threshold, not a target.

Avoid redundant and repetitive points made with excessively long and adjective-heavy sentences (a common characteristic of AI). Use clear and direct language and ensure every sentence adds value, and once again, directly addresses the award criteria.

If you feel confident you have presented a persuasive case in 250 words, that is fine!

👀 What to look out for:

• Spelling mistakes, grammatical errors and assumptions
• Repetition or fluff and too many adjectives
• Lack of facts to support a point
• Clear sub-headings that respond to each criteria in that question

💡 Top Tip:

AI might write: “We are passionate about our community.”

You should write: “Our weekly youth football sponsorship helped 60+ children stay active, with parents reporting increased well-being.”

AI might write: “Our estate agency consistently endeavours to provide unparalleled customer service that exceeds expectations.”

You should write: “We achieved a 98% customer satisfaction rate through exceptional service.”

❌ Avoid these common AI mistakes

🚫 Word count = Target
If it says 500 words MAX, don’t aim for 500. Aim for impact.

🚫 Don’t just say “We’re great.”
Show it. Prove it. Back it up.

🚫 Don’t rely on one draft
Edit it. Review it. Make it yours.

Download checklist

✅ Have you matched your answers to the judging criteria?
✅ Have you used AI to enhance – not replace – your insight and evidence?
✅ Have you uploaded all supporting documentation?
✅ Have you proofread and reviewed with a colleague?

🔗 Enter here

Estate and lettings agent, property professionals and industry suppliers – start your submission today at: The Negotiator Awards Entry Page

Property Management Company of the Year – AI Brief Example

Collect the following:

• Company’s history and the services that you offer – perhaps use the copy on the ‘About’ and ‘Services pages on your website.
• Information about your clients and the properties under your management – if you do not have annual internal reports, compile detailed notes on client types, such as small independent landlords to large-scale developers. Give a break down of the types of properties under management, from size and tenancy type to location, average yield and maybe even void periods.
• Systems and innovations and ratio of properties to managers – focus specifically on any new software and how this has positively impacted the running of your business; express why your ratio of managers to properties works or whether you have improved it to enhance service to clients and tenants.
• Staff recruitment, training, qualifications and development – you could use recent job adverts or job board reports to assist with this that give an insight into your offering as an employer, and back this up with data on your recruitment activity this year.
• Details of how your business has developed in the past 12 months (with supporting verifiable facts and figures) and supply evidence of customer satisfaction – this is where your sales reports will be crucial.

When all of this information has been gathered, in accordance with the criteria, you should compile it into a word document and upload it with your prompt for AI.

Prompt:
We are entering a property industry award for “Property Management Company of the Year”. The award category is open to any standalone residential property management company. The category covers property and landlord portfolio management (as distinct from block management).

I must provide up to 500-word responses to each of the questions below.

• Tell us about your company’s history and the services that you offer.
• Tell us about your clients and the properties under your management.
• Tell us about your systems and innovations and ratio of properties to managers.
• Tell us about staff recruitment, training, qualifications and development.
• Tell us how your business has developed in the past 12 months (with supporting verifiable facts and figures) and supply evidence of customer satisfaction.
• Tell us about anything else which you feel will help you to win this Award.

I have compiled several reports and notes into the attached word document under these sub-headings. For each question above, can you write me a detailed and informative response, ensuring your submission answers the requests using the information in the attachment. 

It does not have to meet the word limit, and the language should be engaging but concise.

It would be great, if, after each question, you could suggest some supporting evidence and documentation ideas.

In general, can you ensure that you focus on our history as an independent residential management firm established in 2012, managing over 3,000 units. Emphasise our strong client relationships (97% retention rate), use of a custom-built portal for tenants and landlords, and innovations in sustainability (smart meters and green audits introduced in 2024). Detail staff training initiatives (e.g. IRPM qualifications for all managers), and customer satisfaction levels (92% five-star feedback on Google). Use a professional, clear tone with sub-headings aligned to the category criteria.

Estate Agency of the Year – AI Brief Example

Collect the following:

• Your agency’s history and development to date – the facts. This will include information that shows that you meet the employee criteria, as well as coverage area. Information might be available on your About page, employee handbooks, internal brand guidelines and policies, for example.
• Detail how you have grown since launch or in recent years, with a focus on the last 12 months. Use information in reporting tools/sales reports, state relevant facts and figures highlight measurable success and summarise product launches or enhancements, acquisitions or partnership developments and recruitment.
• Use the services information included in your marketing collateral to highlight your range of services, even including those that may not have officially launched yet but are beyond the ‘idea’ stage.
  Include acquisitions, new services (e.g. Land & New Homes), customer journeys, and any structural changes. Highlight measurable success (e.g. market share increases, YOY sales growth, instruction-to-sale conversion rate).
• Use customer feedback from Google, Trustpilot, Feefo, or Net Promoter Scores (NPS). Select three powerful testimonials, and if you don’t have any detailed ones, go out and get some!
• You may also want to include how you recruit, train, mentor and retain talent. Note ARLA/NAEA memberships, CPD tracking, and career progression schemes.

Prompt:

We are entering a property industry award for “Estate Agency of the Year – Medium”, which is for estate agencies with between 16 and 100 full-time sales staff. The judges are looking for a cohesive, successful business, benefitting from economies of scale and efficiencies, that serves its clients well, while consistently building business and income streams and developing its staff through training while encouraging company loyalty and progression via clearly defined career paths.

I must provide up to 500-word responses to each of the questions below.

• Tell us about your agency’s history, coverage, current number of full-time or equivalent employees, development to date and about your company ethos and brand values.
• Tell us about your business model and how your business has grown in strength or profitability or efficiency over the past 12 months and support with evidence. Detail launches, acquisitions and staff development.
• Tell us about your range of services, e.g. Land & New Homes, mortgages, conveyancing etc.
• Tell us why your customers choose you – and supply three testimonials.
• Tell us about anything else which you feel will help you to win this Award.

I have compiled several reports and notes into the attached word document under these sub-headings. For each question above, can you write me a detailed and informative response, ensuring your submission answers the requests using the information in the attachment. 

It does not have to meet the word limit, and the language should be engaging but concise.

It would be great, if, after each question, you could suggest some supporting evidence and documentation ideas.

I have also included some additional information here to help you craft a unique and relevant submission.

We’ve operated since 2010, have 3 regional offices, 45 staff, and specialise in residential sales, new homes, and probate sales. Customer satisfaction sits at 95% on Google Reviews. We’ve grown instructions by 28% this year via our digital strategy and a new vendor concierge service. We use flat-fee listings, proactive CRM automations, and offer a 48-hour feedback policy for all viewings. Our culture prioritises transparency, growth, and staff development – with 82% internal promotion rate last year.

Supplier of the Year – Products & Services (Business) – AI Brief Example

Collect the following:

• How long have you been trading? What roles do your founders/leadership team bring from the property sector? Are you a PropTech innovator or operations partner? Take your company background and specialist credentials from any existing materials available.
• Detail your product(s), how they were developed and any innovations or unique elements. Explain its purpose, market fit, and how it helps agents, highlighting figures and data that demonstrates benefits like cost savings, efficiencies, or regulatory compliance. You may also want to include a development timeline, client onboarding improvements, or version upgrades (e.g. AI integration, API compatibility, automation).
• Provide five testimonials that show improved productivity, cost reduction, complaint resolution, or user satisfaction via surveys or platform analytics.
• If available, share your future products development roadmap and relevance to sector. Highlight your understanding of agency pain points and plans to solve them with new features or service expansions.

Prompt for AI:

We are submitting an award entry for “Supplier of the Year – Products and Services (Business)” at The Negotiator Awards. This category is for companies providing vital services to letting/sales agents – such as referencing, AML checks, utilities management, recruitment, call handling, or compliance support. We offer integrated digital tenant referencing to letting agents nationwide.

I must provide up to 500-word responses to each of the questions below.

• Tell us about your company, personnel and expertise and explain what makes you a specialist in the residential property sector.
• Tell us about your product(s) or service(s), their innovation and originality and explain how they came about, what they do and how they support the businesses of your clients. Provide evidence – facts/figures – to support this.
• Tell us about your clients and how you manage your client relationships and supply five testimonials from them.
• Tell us about your plans for the future development of your company and with regard to the agency sector.
• Tell us about anything else which you feel will help you to win this Award.

I have compiled several reports and notes into the attached word document under these sub-headings. For each question above, can you write me a detailed and informative response, ensuring your submission answers the requests using the information in the attachment. 

It does not have to meet the word limit, and the language should be engaging but concise.

It would be great, if, after each question, you could suggest some supporting evidence and documentation ideas.

I have also included some additional information here to help you craft a unique and relevant submission.

Write in a clear and factual tone. Use bullet points sparingly. For reference:

We launched in 2019 and now serve over 350 agencies. Our automated tenant referencing cuts admin time by 42%. We are compliant with GDPR and AML regulations, and integrate with CRMs like Reapit and Street. Feedback highlights our 24-hour support, accuracy, and transparent pricing. This year, we introduced biometric ID checks and SmartDocs for signed agreement verification.