By now you’ve heard that AI can assist in writing listing descriptions, emails, and social media posts. But generating text-based content isn’t the only way to leverage AI for your real estate business. There are many powerful ways to use AI to do things faster and easier while getting better results than you could achieve without an assist from technology.
Pump Up Your Marketing
Showcasing your professionalism and expertise is how you establish trust. Treat AI like your own marketing agency to take your promotions, advertising, and branding to the next level.
Watch out!
You must comply with TREC Rule 535.155 and Texas Occupations Code Section 1101.652(b)(23), state and federal fair housing laws, and the NAR Code of Ethics in relation to all advertising and fair housing laws. You also need to verify that you are in compliance with brokerage policies and procedures, as use of these tools could subject your brokerage to potential liability.
Headshots
Sure, you could go to a professional studio and have your business photo taken. Or you can upload a selfie or existing photo to an AI headshot generator like Insta Headshots, Canva, or Aragon to get similar results—saving time and money. The generator can enhance your appearance, update your outfit, improve lighting, and change the backdrop.
Branding
ChatGPT, Gemini, or Perplexity can assist you in brainstorming. Want to refresh your company branding? Ask AI to update or create a style guide of colors, fonts, and visual elements. The more specific you are about your business identity, the better the output. Fine-tune your prompts to include your desired tone, target audience, niche, and business goals.
Design
Graphic tools like Canva, Adobe Express, and Midjourney make image creation easy. Copy your new branding specs into the prompt to create a business logo or upload an existing image to develop marketing materials like brochures, flyers, slide presentations, and social media assets.
Videos
Not comfortable in front of the camera? No problem. Tools like Runway and Adobe Firefly make videos from text prompts, scripts, or images. With Synthesia, human-like avatars speak the script you provide. You can choose from different voices, languages, images, backgrounds, and themes.
Podcasts
Want a great way to establish your real estate expertise and increase your online visibility? Text-to-speech tools like NotebookLM, ElevenLabs, and Speechify will turn your blog or other existing content into a podcast—complete with realistic-sounding voices.
TREAD CAREFULLY
Keep in mind that AI sometimes hallucinates, producing inaccurate or misleading results. Always examine your AI-created content for factual errors, fabricated content, and images that look off or don’t match reality. AI may also provide you with content that has been previously copyrighted or created by another person, so it’s wise to verify that the work product does not belong to someone else. Using copyrighted material for AI training can lead to legal disputes as well. Content created by AI is not able to be copyrighted, so if you are looking to copyright materials, you will need to create the work on your own.
In addition, be mindful of what you share when using AI tools because there is no way to protect that data. For instance, if you are sharing confidential information in an AI tool, that information can be utilized by someone else later through the same AI tool. Disclosing that information could subject you to potential liability.
Transform Your Operational Duties
A large part of your business success comes from networking, referrals, and closing sales. However, you have plenty of other stuff to do. Are you being as efficient as you can be? Hand over your routine tasks to AI and free up valuable time.
Watch out!
It’s in your best interest to verify that these tools are accurate in their performance. If something is missed or an error made, you will be responsible for it. You need to check with your errors and omissions insurance to verify that you would be covered in the event you are using these tools and an error is made. In addition, your client is trusting you to verify information for tenant screening and ensuring contracts and other documents are completed properly, so it’s always a good idea to verify that the AI tools are finding everything that you are expected to handle.
Note Taking
Automatically transcribe your virtual meetings. Otter, Fellow, and Fireflies.ai will record, summarize, add comments, highlight key points, and assign action items. Make it easier to follow up with your client or team member by integrating the tool with your calendar, task manager, or CRM tool.
Document Analysis
Need an extra set of eyes? Claude, ChatGPT, and Grok can scan documents and contracts for errors, like missing signatures or blank fields. You can also use these tools to pull out key details and quickly summarize data to improve decision-making.
Tenant Screening
Help yoUr clients rent out a listing fast—and safely. As a member of Texas REALTORS®, you have access to discounts on the AI-based tenant screening service Smartmove. Assess tenant reliability by evaluating rental history, credit scores, background checks, and more.
Training
Optimize your onboarding process. Add your training manuals, HR documents, FAQs, and other resources into a chatbot tool such as Chatling or BaristaGPT to help answer any questions new agents have. For auditory learners, use NotebookLM to turn your company’s resources into a podcast-like audio file.
Feeling overwhelmed by the many ways to integrate AI into your business?
Start small, experiment, and regularly evaluate the performance. Here are five questions to ask yourself to identify where to focus first:
- What is your top problem you are trying to solve (for example, better outreach, customer experience, efficiency)?
- What tasks take up the most time and resources?
- Which part of your business could benefit from automation?
- How much training will you and/or your employees need to utilize the AI tool?
- While some AI tools are free, others have pricing plans based on the features offered. What is your budget for AI tools?
Enhance Customer Experience
AI doesn’t sleep. That means it’s available 24 hours a day to respond to a lead. AI tools can also translate most languages, ensuring that no matter where a prospective client is from, they can receive immediate, personalized assistance.
Watch out!
When utilizing these tools, be sure that you are complying with TREC Rules, the Texas Occupations Code, and the NAR Code of Ethics regarding communications and advertising.
Customer Service
Get assistance in qualifying a lead. Use chatbots to engage with website visitors. Tools like Tidio, Collect.chat, and Askavenue can schedule appointments and answer questions about your property listings.
Appointment Scheduling
You have likely scheduled a property showing via text and then manually added it to your calendar. But have you ever forgotten to add an appointment to your calendar? Calendly, Clara Labs, and Google Assistant will automatically sync an appointment from text, email, or a chat program into your calendar.
Follow Up
Nurturing your leads and keeping in touch with clients is a great way to strengthen your relationship. But it takes time. Many CRM tools, such as Wise Agent, Realvolve, and HubSpot offer AI features to automate personalized emails.