AI for Real Estate Pros: Top Producers & Brokers Scale with AI

Full video transcript

So if you are in the real estate business, you run an agency, a brokerage, on a team, on the real estate side there’s a lot of marketing involved that goes into making the sale in real estate. I don’t know if a lot of people remember this or notice, but I used to be in the real estate business — it was my first real venture into entrepreneurship out of the corporate world, going pretty head first all the time into being a real estate agent, and consequently driving Uber at the same time just to make ends meet, learning the game.

I sold a handful of houses down in Central Texas, and, you know, it didn’t really stick. I was kind of burnt out, didn’t catch my interest — I wanted to make an online business somehow, and that’s what ended up taking most of my focus.

Now fast forward to today: I just finished up a workshop in Florida, Clearwater, with a handful of some of the top producing agents of the South, and we crushed it with AI with them. We were talking all about making follow-up flows, nurture leads, and sequences for your emails, and how to integrate AI into your business and your current existing process so you can capitalize on those leads.

If you have a bunch of generic emails going out across the board that every employee is sending, then a lot of your content will just naturally come across as more generic. What if there’s a better way? That’s what we’ve been doing with these in-person real estate workshop intensives — using AI to create content that’s more lifestyle-based, around living life and being inside of a community, being that go-to agent for your network.

Especially those leads that reached out at one point and are considering — if they’re not consistently getting content from you that’s valuable, you could fall off the radar very quickly, and you won’t be opening up the conversation to build that relationship, which can turn into a deal for yourself or a good referral. There’s a lot of room to grow here, because if the numbers are around two percent — the leads, the deals really happen in 98 percent of the time they’re getting left off the table because they don’t just convert right then. Some people do, they’re the one or two percent that are ready to buy, boom, there you go, you made a deal — but what about that other 98 percent? That’s what we’re helping agents, brokerages, and the marketing teams that run them capitalize on — this revolution we’re seeing in generative AI.

We’re going to be doing more directly in the real estate space now, really focusing in on that. I really like the in-person workshop format — it helps me make a lot more progress, we’re able to be a lot more productive, in my experience with these last few events. We also do virtual workshops like this, but for the in-person ones it’s a combination of multiple things because we’re developing curriculum specific to generative AI integration into agencies and marketing teams — a direct injection of a really powerful stack of tools. It’s different for every company because it depends on your workflow and where certain tools will fit in smoothly versus where some tools might just be overloading you.

So we’re going to be customizing a more general template — that kind of sounds like a double entendre, what’s a double entendre, we’re off track, back to the basics — we’re developing this curriculum so we can customize it easily, then customize it further to the business itself. If you have a marketing team, there’s a general onboarding and integration process for the baseline of tools we use, but we make it really simple so you’re not deep in a bunch of AI tools — you can be out there on the phone closing deals, being more productive and effective with your marketing efforts.

Part of the training is a tool called Jasper — training it on your brand voice and setting up the agents inside of this brand voice so that they have consistent styles of tone that the brand has engineered, which influences all the content you create on Jasper, that you’re producing essentially anywhere on the internet, via the Chrome extension — there’s a platform for project collaboration. From that content, you plug it into different tools like ChatGPT, directly GPT-4 chat, if we’re going to be replicating some content based on a really solid framework that we create, and a number of other tools, and we’re going to train your team on all of that.

Real estate agents in your brokerage, brokers in the brokerage, the managers running these teams, the marketing team side of things, your faculty and staff — communications people, anyone on your team producing content consistently in any form for themselves inside of your company — how can we use AI to help augment their skills, make them better at what they’re already doing? Not replacing them, but as you get more deals coming in, you’re going to need to put these pieces of the machine together, hire more people because your business is growing, freeing up bandwidth so you can allocate resources — human capital — and save on cash constraints, or otherwise get really good deals on the existing tools. If you have a big enough team as an enterprise or business plan on certain platforms, you can do a lot of customization, which I think is a really cool thing.

For a brokerage with, say, 500-plus agents, you’ve got a lot of employees to onboard — agents in the company onto the platform of workflow, educating them on how to use these tools, where they apply to your workflow, and how to collaborate effectively with your teammates, staying on brand voice consistently across all platforms. We integrate the training process there, come in and do live workshops and events, training people on site — usually two half days, or one or two full days, depending on the size of the team, and we can get a lot done with people onboarding through interactive stuff.

We cover how to use it inside of their sales process — producing newsletters more effectively, customizing for the local areas and states of your agents, so one person’s in X neighborhood, the other is in Y neighborhood, the other is in Z neighborhood, with different leads with different tastes and desires — one’s a family of four, another is a young couple in their 20s who just moved downtown — you’re going to have different emails going out to them if they’re really customized, and we can show you how to do that. What might have taken 10 times as long to compile and write, you can boil back down to: this is your brand voice, this is your neighborhood, this is your local area, this is who you serve, this is your buyer’s blueprint, this is your offer that’s going to help you close — everything included, your company information, the offers and listings you’re uploading to your database — you’ll have the information, you can pull it in from there, you never miss guiding clients, and you’re providing a better experience and service at the same time. Sounds like a no-brainer to me if you’re running a marketing team and want to use AI to streamline and scale your workflow.

So if you’re a broker in real estate, a marketing manager running a marketing team in the real estate space, and you can see the potential of the vision we’re painting here, I encourage you to reach out to me — hit our email, hey@theaiauthor.com, with the subject line “intensive,” and let us know a little bit about your team size and your company’s overall experience right now with AI — is it just exposure to ChatGPT, are you guys using it and other stuff, or are you not sure a bit, let us know what you guys are looking for and we’ll have a conversation. And otherwise, make sure you subscribe to us on our YouTube channel for more good stuff to come in the world of generative AI for creativity, innovation, and growth. Until next time, cheers.