Key Takeaways
- AI can streamline real estate tasks, but agents must learn to use it effectively.
- Marketers are encouraged to provide detailed inputs to AI tools for better results.
- Successful AI integration relies on experimentation and focusing on targeted outreach.
Insights from Inman Connect New York
At Inman Connect New York, experts Marc-Antoine Juaneda from CoreLogic and Boris Geheniau from Fundament All Media discussed the transformative potential of artificial intelligence (AI) in real estate. They acknowledged that while AI raises questions around safety and usability, its application can significantly benefit professionals in the industry.
Geheniau noted that AI tools can soon allow agents to generate lists such as “20 potential buyers” or “15 likely sellers,” efficiently sourcing data through multiple databases tailored to the agent’s past experiences. Furthermore, he emphasized that AI assists with routine tasks, including writing listings and automating communications, which can save time.
The panel emphasized different AI technologies, particularly large language models (LLMs) and generative AI. Geheniau compared LLMs to an “hyper intelligent pen,” capable of producing tailored content based on user input. He reiterated that effective use of these AI tools hinges on understanding their capabilities, especially in marketing and client engagement.
Craig Rowe, the panel moderator, expressed concern that many AI-driven pitches lack substance, often comprising mere “fluff.” He urged real estate professionals to refine their requests to ensure impactful results. Juaneda advised agents to concentrate on precision targeting rather than broad outreach, noting that engaging only homeowners with high interest scores can significantly reduce costs and enhance audience engagement.
Supporting this approach, Juaneda cited a study from OneHome.com, revealing that listings accompanied by detailed photo captions experienced 200 percent more engagement, and virtual tours boosted engagement by 37 percent. He stressed the importance of high-quality and meticulously detailed listings before employing LLMs for marketing efforts.
Despite initial skepticism towards technology, both experts shared personal anecdotes about their older family members successfully adapting to AI tools. Geheniau’s father, who once doubted AI’s relevance, now uses ChatGPT daily, illustrating that even those resistant to technology can embrace its advantages.
Ultimately, the discussion highlighted the necessity for real estate professionals to embrace AI through experimentation, focus on specific marketing strategies, and learn to navigate the nuances of this evolving technology.
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