This is the live stream and the replay in one place. The same player switches to the recording the moment we end the session, so this link is safe to bookmark and share. Chat and questions happen on the YouTube watch page.
Attending live? Read this first.
This is not an install guide and we are not building a site on camera. It is the whole story of how our site got rebuilt by telling an AI what we wanted in plain English and approving the result, including the roughly $1,500 in AI usage it cost us and the four lessons that mean yours will cost a small fraction of that.
You do not need to take notes. Every sentence worth copying, every tool we name, and the slides themselves are further down this page. Keep the stream open and drop your questions in the YouTube chat. We hold the last part of the hour for them.
Watching the replay later? Same page, same resources. Start with the seven acts below if you want the short version before you press play.
The hour, in seven acts.
Follow along live, or use it as the summary afterward. Each act is one idea you can take and run with.
The hostage problem
Your brand lives in three places you do not control: your broker’s website, your CRM’s template site, and your social profiles. All three are rented, and none of them leave with you. A site you own holds your value proposition and your story at an address you keep forever, and every link you ever publish points back to it.
In plain English: a web address you own is called a domain. It costs about one client coffee per year. And the new skill is not web design. It is saying what you want and judging what comes back, exactly like you already do with lenders, photographers and stagers. The AI is the contractor. You approve the work.
We did not start by building
Day one was an audit, not a page. Claude walked our existing site, our folders and our YouTube channel and wrote down what existed, what was broken and what was scattered. Ours turned out to be three unrelated websites stapled together. Yours might be simpler, but find out first.
Then we wrote the mission down, in order: get us hired, be the only home for everything we make, grow on its own. Yours might be one sentence. If you cannot write the mission, you are not ready to build.
Two documents did more than anything else: a brain doc that rides along in every AI conversation so you never re-explain your business, and a decision log, one running numbered list of every choice the moment it is made. The most expensive thing in our project was re-arguing decisions nobody had written down.
Round up your scattered stuff
Your content already exists. Your bio is in an old listing presentation, your testimonials are in text messages, your photos are in your camera roll, your sales record is in your CRM. Gather it and give each kind of truth one home the AI is told to trust.
Three homes: one spreadsheet (the content list), one folder (the files), one brand system (colors, type, logo). Teach it your brand once and every page since matches automatically. When the AI has a source of truth, it stops guessing.
The build loop
Claude proposes, in plain English, before anything is built. I approve, or ask for it differently. Claude builds, on the practice site, never the live one. We both look at the actual page like a visitor would. Nothing goes live without a yes. Repeat a few hundred times and you have a website.
Ask your host for a staging site by name; most include one. And the one rule I never broke: Claude explains what it is doing and why before how, and if I do not understand it, I do not approve it. Trust the page, not the paperwork. The check that matters costs nothing: open the page like a visitor and look at it.
The money part
About $1,500 in AI usage. Most of that was tuition, and you are getting the lessons free. We rebuilt a three-brand site with dozens of video pages, a podcast archive, a newsletter system with years of back issues, email automation and search optimization. A five-page agent site is a small fraction of this.
AI billing is metered like a great attorney. You pay for everything that passes through the conversation, in and out. The thinking and the writing are cheap. The courier duty, carrying files, images and page content back and forth through the chat, is expensive. Every lesson is one flavor of the same idea: stop paying attorney rates for courier work.
Our single most expensive mistake was asking the AI to move one photo. Dragging it in myself took twenty seconds and cost nothing. Media uploads are a human job.
Typos, photo swaps, phone numbers: do them yourself in the dashboard. Ask Claude once which edits are safe to make by hand, and keep the list.
The brain doc and the decision log are the cheapest line items in the project. Every fact the AI has to re-read or re-argue gets billed again. Memory is cheaper than repetition.
Claude wrote a small script. I paste one line into Terminal and pages move to the site essentially free. Then we chained it: a design tool draws the page, Claude Code translates it on my computer, Terminal delivers it. Page content stopped flowing through the chat at all.
Life after launch
Minutes per week, not weekends. New content gets its page as a routine step. Someone asks for a resource and it is delivered automatically, while you sleep, and they join the newsletter in the same motion. A weekly scoreboard tells us what is working. Every resource, testimonial and guide now lives at an address we own, and those links never die, because nobody can take the address away.
Your version
You need less than you think. Five pages is a complete agent site: Home (who you are and how to reach you), About (your story, in your words), What I Do (your value proposition, plainly), Proof (testimonials, results, sales), Contact (one button, everywhere). Everything else is optional forever.
The five steps and what it should cost you are in the next two sections.
The five steps.
Your own name if you can get it. Roughly $20 a year.
It is what we use, and what Claude can connect to directly. Ask for staging by name.
Before a single page gets built. Starter prompts are on this page.
Propose, approve, verify. Practice site first. Nothing goes live without a yes.
Your own images, your own ten-second edits.
What it should cost you.
The reason ours was high is the reason yours will not be: you are starting with the lessons we bought. Current plan prices change, so check the tool links below rather than this page.
The sentences that kept us in control.
You are allowed to say all of these to an AI, every time. They are how you stay in charge of a thing you could not build yourself.
Explain that like I'm not a web developer. Tell me what you're doing and why before you tell me how.
Which edits on this site are safe for me to make by hand in the WordPress dashboard, and which ones should I always ask you to do? Give me the list so I can keep it.
When someone Googles me, they find my page, and it tells them what I do and how to reach me.
Before we build anything, audit what I already have. Walk my current website, the folders I share with you, and my YouTube channel, and write down three lists: what exists (every page, video and file carrying my name), what is broken (dead links, dead ends, pages nobody can find), and what is scattered (the same fact living in more than one place). Do not propose fixes yet.
Create a one-page brain doc for my website project that you will read at the start of every conversation. Sections: who is involved and their roles; the rules (build on staging only, nothing goes live without my yes, explain why before how); the mission in order; what has been decided, as a numbered decision log; and what the site must never break. Ask me the questions you need answered to fill it in.
Our original slide deck, as presented.
The exact deck we present from, with the speaker notes left in. Thirty-three slides in PowerPoint format. Open it in PowerPoint, Keynote or Google Slides.
- The five copy-and-paste sentences above
- Every tool we named, with links below
- Claude Design, the tool that draws the page 7-minute video
- Teach Claude Your Brand approve a look once
- The finished site itself you are on it
The tools, with links.
Everything we use to run the site, in the order you will meet it. Some of these are affiliate links; they cost you nothing extra and a couple of them get you a discount.
Some links are affiliate links. We may earn a commission at no cost to you. Prices quoted in the session are rough and current as of September 2026; check each tool for today’s plans.
Everything from today lives here. New builds land most weeks.
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If this moved too fast
This session assumed you have used Claude at least a little. If you have not, start at the bottom of the ladder and come back. Seven short videos, in order, from plain conversation to Claude drawing your pages. Wondering whether any of this needs Claude specifically? Read our ChatGPT or Claude field note.
Questions
The ones we hear most, answered short. Tap a question to open it. Anything not here, drop in the YouTube chat during the live and we will take it on air.
Is this a live build? Will you show me which buttons to click?
No. It is the whole story of how our site got rebuilt: the decisions, the sequence, the mistakes and the bill. Button positions change every month; the thinking does not. The click-by-click pieces live in the build guides linked from this page.
Do I need to know how to code, or how websites work?
No. Merrill still does not, sort of. The skill is saying what you want in plain English and judging what comes back, which you already do with lenders, photographers and stagers. The AI is the contractor. You approve the work.
Will it really cost me $1,500?
It should not. Ours covered a full rebuild of a three-brand site with dozens of video pages, a podcast archive and a newsletter system, and most of the money went to mistakes we now know how to avoid. A five-page agent site that follows the four lessons should cost a small fraction of that, plus a domain, hosting and a Claude plan.
Where do I get the slides?
Right on this page, in the dark section above the tools. It is the exact deck we present from, speaker notes included, as a PowerPoint file you can open in Keynote or Google Slides.
I missed the live session. Is the replay the same?
Yes. The player at the top of this page becomes the recording as soon as the live stream ends, and everything else on the page stays the same. Live attendees got to ask questions in the chat; the answers are in the recording.
Can you just build mine?
That is what an AI Session is. A working session with Kristi or Merrill ends with a system running, not a list of notes. Details are below.