Artificial intelligence (AI) has changed traditional real estate marketing by offering powerful tools to streamline tasks, analyze leads, and automate communications. However, these should not replace the human touch if you want to build strong client relationships and maintain trust.
Where AI Can Help
AI can handle many time-consuming tasks, freeing realtors to focus on client interactions and deal-making.
- Content Creation: Tools like ChatGPT, Jasper, and Copy.ai can draft social media posts, blog articles, and email newsletters in seconds, helping agents maintain a consistent online presence.
- Email and Message Automation: HubSpot, Mailchimp, and Follow Up Boss allow agents to automate email sequences and responses, keeping engagement with prospects and clients flowing.
- Lead Analysis and Prioritization: AI-driven CRM systems can analyze customer data, score leads, and identify the most promising prospects, allowing agents to focus on high-value opportunities.
- Chatbots and Virtual Assistants: AI chatbots instantly respond to common inquiries. This improves customer service.
- Market Analysis and Pricing Tools: AI algorithms assess market trends and property values better, helping agents provide data-driven insights to their clients.
Keeping Messages Personal Even When They’re Automated
Automation is a game-changer, but AI-generated messages must feel personal. Here’s how to do it:
- Customize Greetings and Sign-offs: Use AI tools to personalize messages. Instead of a generic “Hi there,” opt for “Hi [First Name], I saw you were interested in homes in [Neighborhood]—here’s a new listing I think you’ll love.”
- Segment Your Audience: AI can categorize leads based on behavior, preferences, and interactions so that you can craft messages tailored to each group.
- Add a Human Review Step: Before sending AI-generated emails or social posts, review and tweak them to match your voice and personality. Small edits can make a big difference in how warm and engaging your communication feels.
- Include Personal Notes: Even when using templates, add a sentence or two referencing a past conversation or the client’s specific needs to show genuine interest.
Avoiding the ‘Robotic’ Feel: Injecting Personality Into Your Content
AI can sometimes produce messages that sound generic or overly polished. To prevent this, follow these strategies:
- Use Conversational Language: Write as if speaking to a friend. Instead of “We provide exemplary real estate services,” try “I’d love to help you find a home that’s just right for you.”
- Share Personal Stories and Insights: AI can draft a framework, but your experiences and anecdotes make the content engaging. Share a short story about a recent client success or an interesting market trend.
- Incorporate Humor and Emotion: AI-generated copy can work better when infused with warmth, humor, or a personal touch. For example, instead of “This home is a great investment,” say “This house has the dream kitchen you’ve been pinning on Pinterest!”
- Mix AI Content With Real-Time Updates: Schedule AI-generated posts for consistency, but supplement them with live videos, behind-the-scenes glimpses, and spontaneous updates to keep your content fresh and relatable.
Real-Life Examples of Agents Using AI the Right Way
Many real estate professionals have successfully integrated AI into their marketing while maintaining a personal connection.
A social media pro might use AI to draft LinkedIn posts but add a personal comment or reflection before publishing. The email strategist will automate follow-up emails using AI but ensure every message contains a line referencing past conversations, making each client feel valued.
The AI-powered CRM users might leverage AI-driven CRM insights to prioritize high-intent leads. They also personalize calls and messages based on AI-generated client profiles. Meanwhile, the video innovators will use AI to analyze market trends and generate scripts for video content. They then record these in their voice, ensuring authenticity.
Bob Knakal, a prominent figure in New York’s commercial real estate market, founded BKREA, which leverages his extensive property data and AI to compete with larger firms. At 62, Knakal focuses on using AI to enhance market insights, streamline data processing, produce marketing materials, and manage client interactions efficiently with a small team of 15 employees. His meticulous data verification over the years allows him to utilize digital tools and traditional methods to communicate market details to clients, showcasing his commitment to innovation and adaptation within the competitive market.
Siddharth Taparia, the global Chief Marketing Officer of JLL, a Fortune 200 commercial real estate company, describes how AI has revolutionized their marketing and operational processes. JLL developed its proprietary large language model, JLL GPT, tailored for commercial real estate, allowing for secure internal use. Over 400 marketing employees at JLL have become AI innovators, using various AI tools daily. A significant example of AI’s impact is drafting a partnership memorandum, which traditionally took four to six weeks but was reduced to less than five hours with JLL GPT. AI facilitates 24-hour client interactions, enhancing service availability beyond the traditional eight-hour workday.
Keller Williams Realty has positioned itself as a technology company by launching KW Labs, a division devoted to building and testing technology created alongside its agents. According to Austin Business Journal, they introduced “Kelle,” an AI app referred to as Siri for real estate, used as a virtual assistant, and an agent-to-agent referral platform called “Referrals.”
Compass’s ‘Likely to Sell’ AI Tool
Compass, a real estate brokerage, offers a “Likely to Sell” AI tool that uses numerous public data points to forecast when sellers in an agent’s database might be most inclined to sell their homes. This information gives agents a more targeted way to identify seller leads, connect with past clients, and close deals.
Widespread AI Adoption Among Agents
A recent survey referenced on LouisianaFirstNews.com revealed that 87% of real estate brokerage leaders report their agents are actively using AI tools, a 7% increase in adoption from the previous year. They use AI to create property descriptions, digital marketing, client communications, and data analysis and automate administrative tasks, contributing to operational efficiency.
Striking the Perfect Balance
AI can help you work smarter, but your personality, experience, and genuine care for clients make a difference. Getting the balance right allows you to enjoy the best of both worlds—efficiency and authenticity.
