In this week’s episode of the RealTrending podcast, host Tracey Velt interviews Tiffani Marroquin, the head of growth and innovation at JPAR Real Estate. They delve into the role of artificial intelligence (AI) in the real estate industry and how JPAR is utilizing AI to boost agent and brokerage performance.
This edited conversation begins with Marroquin reflecting on her early exposure to AI.
Marroquin: Growing up during a time of rapid technological advancements as a millennial, I witnessed my parents’ long work hours and commutes. This inspired me to seek out a better way, leading me to real estate.
Velt: Let’s discuss how AI and machine learning are being leveraged to improve the JPAR experience.
Marroquin: We’ve developed a custom knowledge base using ChatGPT, creating a “second business brain” for JPAR. This AI tool streamlines various processes and provides personalized recommendations based on user inputs.
Additionally, we’ve implemented a personality quiz powered by AI to guide agents in selecting the most suitable training route. We also utilize AI to transform training transcripts and YouTube content into valuable resources for our team.
Velt: How has technology influenced your business scaling strategy?
Marroquin: Our focus is on working smarter, not harder. By identifying areas where AI and automation can provide strategic support, we empower professionals to focus on relationship-building and value creation.
Velt: What are the key ways agents can effectively integrate AI into their operations?
Marroquin: AI offers more than just streamlining tasks like listing presentations. Agents can automate processes such as client communication, data scraping, and personalized client interactions, enhancing efficiency and productivity.
Marroquin concludes the discussion by emphasizing the importance of embracing AI and technological advancements in the real estate industry, highlighting the potential for hyper-personalization and continuous innovation.
Marroquin: The evolving landscape of AI offers endless possibilities for hyper-personalization and innovation in the real estate industry. Embracing AI as a collaborative partner rather than a threat is crucial for staying ahead in this dynamic field.
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