Inman Connect New York Day 1 delivers with the hottest news in AI today.
On Day 1, real estate and marketing experts took to the stage to talk to agents and marketers about that most valuable of assets: time – maximizing it to progress your career goals by getting to know and use AI, growing your following with authenticity on social media, using data to boost that presence, and learning how to stand out from the highly competitive real estate crowd.
One of the best ways Chicago real estate agent Carrie McCormick knows how to do that is to be in two places at one time. Did you know that this Christie’s International Real Estate Masters Circle member, with a billion dollars in sales, has created her digital twin? This lifelike version of herself can lead clients through virtual showrooms of Chicago’s most exclusive properties – walking the talk, so to speak, and in her own voice. How does it work? A simple click on a website link, but more on that later.
Share the real you
Merriam-Webster, the oldest dictionary publisher in the US, made “authentic” its word of the year for 2023. It came up often in presentations by Inman’s invited guests, individually and in panel discussions.
If you want to build trust with your customers and attract new clients, you must allow them to get to know the real you. Take a new selfie, advised Giselle Ugarte – and post it!
The charismatic TV host/ ad exec turned coach, speaker, and entrepreneur encouraged delegates to be real on camera.
Video is increasingly the best tool for online engagement – or at least share your voice in image captions. Whatever you write next to static visuals that allow viewers to get a sense of who you are must also sound like you as opposed to something that might have been generated by AI. Those interactions must also provide context, making sense to somebody who has no idea who you are.
“Put the social back in social media,” she said. Engage with others’ posts. Check-in on people so that they will check in on you. Simply racking up the likes doesn’t cut it.
The future of real estate
Unsurprisingly, AI was a hot topic, with several speakers sharing what they use and test and what works and what doesn’t. Carrie Soave, the AI-powered realtor, AI expert and consultant, rates ChatGPT because it “powers all AI tools”.
Top tips for tech-savvy realtors – and those jumping on the bandwagon – include learning about prompt engineering, feeding data to train the AI tool you’re using to work in your favor, discovering AI-powered video, SEO-driven captions apps, and finding marketing solutions that augment creativity and/or analytics that add value to your client interactions.
Take the long view
Front-runners of innovation Shayan Hamidi, Rechat CEO, and Dalip Jaggi of Revive Vision AI dived into data security and AI advancements in a panel discussion moderated by Inman’s Craig Rowe. Looking for advice on navigating the real estate market that is “healthy but not active” with “prices staying high”, the panel considered using tools like newsletters as one communication channel and evergreen blogs as another.
Jaggi discussed inverting the marketing funnel and prioritizing awareness and consideration before conversion. The takeaway from their discussion was to nurture past clients, see where you can add value today, and worry less about immediate conversion. In other words, take the long view.
Many of the presenters on Day 1 will agree that the best way to be memorable and recognizable is to be known for something special in the real estate transaction. Finding ways to create demand and desire so that clients want nothing more than to buy that house you are showing – from you – is a differentiator. Tech allows you to do that.
