Automated emails are a key tool in real estate marketing, but agents must be cautious about the timing of these emails. Michael J. Franco, founder of the five-member Michael J. Franco Group, emphasizes the importance of human touch alongside AI technology. He joined Compass in 2019 and has been utilizing AI for various marketing content creation, focusing on listings, marketing materials, and newsletters.
On the other hand, Funk warns against relying too heavily on AI-generated content, as it can lead to a “sea of sameness” in listings. Recognizable patterns can damage credibility over time. To combat this, it is essential to train AI to reflect authentic human communication unique to each team or team member.
Balancing efficiency with relationships
Both Franco and Funk stress the importance of maintaining a balance between AI efficiency and human interaction. While AI can be used for initial responses and basic communication tasks, they emphasize the irreplaceable value of personal interactions in building trust with clients.
As the real estate industry navigates the influx of AI products, it is crucial for agents to discern between valuable tools and mere distractions. Both leaders agree that AI should enhance, not replace, the authentic relationships that drive their businesses.
AI wish list
Funk envisions a future where AI revolutionizes home searches based on personalized text prompts rather than generic checkboxes. Franco aims to reduce outsourcing by bringing more content creation in-house, utilizing video editing tools to streamline the process.
In conclusion, the real estate industry must tread carefully in embracing AI advancements while preserving the human touch that fosters trust and lasting relationships with clients, regardless of how enticing new technologies may appear.