Small real estate teams talk ai

“We have automated e -mails that go out, campaigns are dripping,” he said. “But agents must know the planning of that drop campaign. If they have a conversation with someone today, [they had] It is better to make sure that an e -mail does not go out tomorrow and says, “Hey, have you not spoken forever.” ‘

Franco founded the five members Michael J. Franco Group in 2013 and joined Compass in 2019.

He uses AI for a series of marketing content, but never as a complete human replacement.

“I continue to insist on more (use of AI) when making content, mainly for marketing,” he said. “It can be anything [from a] Relevant and striking list description for every type of marketing material; Content for postcards, content for brochures and flyers and content for newsletters. “

Fight against the ‘Sea of ​​Sameness’

Funk warned that too many agents AI have all the talk done – making formula copy that is easy to recognize.

“I don’t know if you browse Zillow or something, but there is a sea of ​​equality in the offers,” he said. “Agents will throw something in chatgpt, and they will push it immediately. It goes from chatgpt to printing. After a while you start to notice that. Not every house has to start with ‘Welcome to 123 Banana Street’. You start seeing that pattern.”

As soon as AI patterns become recognizable, Funk said, this can quickly damage the credibility.

“We are all new in all this AI content, but as soon as you recognize it, you can’t do it unseen,” he said.

The solution, he said, is to train AI to reflect authentic, human communication methods that are unique to a certain team or team member.

“You have to train it and you can’t just open chatgpt and say,” write me a listing comment, “Funk said.” It will do it, but it’s not going to do well for you. And it must know who you are and how you talk. “

Efficiency in balance with relationships

Both leaders set hard boundaries about where AI ends and human interaction starts.

Funk said he recently had to confirm that communication was not written by AI.

“I am something like:” No, it’s me, “he said about text messages, some customers assumed they were written AI.” Because you don’t want to break that trust. It takes an eternity to achieve that and it takes a while to break it. “

Franco said that the key is not going too far with AI in client demand.

“I don’t replace any form of personal interactions, except for answers,” he said. “We will also comment on that, using AI for e -mail reactions and text reactions, but only for a first reaction, not for involving a customer or potential customer behind it.

“We are small. We don’t do much online lead things, so the company is in the first place referral and people we meet directly or through someone. We don’t replace AI for real, personal interactions at every level.”

Funk acknowledged that the current increase in AI products can be overwhelming.

“With brokers we have always talked about shiny objects, and there has always been a program to help you do this,” he said. “Now, with AI, everything is a glossy object and everyone has a brand new solution and they all sound really good.”

Ai Wish List

If Funk could design the perfect AI tool, he said it would bring a revolution in house searches – they base them entirely on text prompts instead of a series of checked or uncontrolled boxes.

‘People say:’ Hey, I want to live in Orlando. “Orlando is a big place,” he said. “Well, where do you work? What do you like to do at the weekend? Are you a Disney fan? Do you like concerts or the Theater? Farmers Markets? Do you want country?”

Franco hopes to reduce outsourcing.

“I still have outsourcing a lot of print production,” said Franco. “I have a videographer. If we can take some things like this in-house, then we can start using some of the video editing tools, and that will save us a lot of time and effort. We do not trust another person to extinguish the content or wait for the content to come back to us to bring it out.”

All in all, the real estate sector must continue to run a fine line of AI pruitment and not leave human authenticity that the object that causes customer confidence and long-term relationships are also shiny.