Unleash the Power of Artificial Intelligence for Your Property Marketing
If 2023 has been a year of anything, it’s artificial intelligence. Human history hasn’t seen a rise in popularity this profound since New Kids on the Block hit the road for the “Hangin’ Tough” tour.
Just as Aug. 29, 1997 was immortalized in the film “The Terminator” as the day computers become self-aware and decide to take out humanity, Nov. 30, 2022 will forever mark the day when artificial intelligence, or AI, began to reshape business as we know it. That’s when ChatGPT, a large language learning model-based chatbot developed by OpenAI, became available to the public. What’s happened since has been more dramatic than even Hollywood could imagine.
Not even a year later, a third of the companies in the annual McKinsey Global Survey say that their organizations are using generative AI tools regularly in at least one business function. In fact, according to Forbes, the market for AI products and services is projected to reach a staggering $407 billion by 2027.
The rush of enthusiasm to capitalize on AI-based products and services has been compared to the early growth of the internet, as businesses in every industry race to unveil innovative AI-based solutions to help their customers save time and deliver better results.
For the real estate and building industries, AI is already emerging as a game changer, offering numerous possibilities to automate routine marketing functions, improve response times, and better connect with prospects.
Here are some of the best ways that those entrusted with the marketing of homes and properties can use this emerging class of marketing tools to make everything more AI-some.
Let AI Talk to Your Prospects and Residents
One of the best applications for AI is handling repetitive tasks. Chatbot platforms such as Drift® use conversational AI to qualify prospects, respond to routine inquiries, and even schedule appointments. Just a few years ago, chatbots required massive databases of possible responses and significant setup to have relevant conversations with prospects. Now, AI-based analysis of millions of conversations has made it possible for chatbots like Drift to give incredibly realistic and helpful responses with minimal training. The end result is more productive community managers and sales agents, who can spend less time fielding basic inquiries and more time working with the most qualified prospects.
Let AI Help You Become a Better Content Creator
If you’ve ever struggled with writing a blog post or a listing description, AI is here to help. Tools like ChatGPT can be great for overcoming writer’s block by coming up with potential ideas, outlining topics, or turning a few bullet points into a short paragraph. A word of caution: AI writing tools can be decidedly generic, and not entirely original. Because these models learned by analyzing existing content, you should only use generated text as a starting point for your own writing and carefully fact-check any references. More robust content creation tools, like Jasper®, promise to avoid such limitations by combining multiple AI-models and learning your brand voice through analysis of your own previously written content and documents. Tools like Jasper are also better suited to create content for a greater range of use cases, such as blog posts, personalized emails, or ad headlines.
Let AI Decorate Your Model Homes
Nothing shows prospective buyers the potential of a home like one that has been professionally staged and decorated. According to a survey by the National Association of Realtors®, 82 percent of sellers reported that staged homes sold faster and at higher. Unfortunately, few marketing budgets allow for furnishing and decorating every home in inventory. That’s where AI staging tools like Virtual Staging AI come in. Virtual Staging AI overlays professional furnishings and décor into the photos of empty rooms you upload. While virtual staging services have been around for some time, AI has decreased turnaround and costs, making the staging of every home a virtual no-brainer.
Let AI Put You in the Video Business
A survey by Livestream found that 80 percent of consumers would rather watch a video than read a blog post. When you combine that with research by KISSmetrics that concluded that calls to action get 380 percent more clicks when placed in videos, there’s a strong case to be made for using videos in your marketing. Yet creating and editing videos can be incredibly time-consuming and require specialized software. Enter AI tools like Pictory, which promise to automate video production by helping you write scripts and turn your text or existing visuals into professional video content. Just upload video footage or photos and Pictory will help you edit it into videos that can be used on your website, social media, or email marketing.
Let AI Help You Become More Social
If you can’t envision what it would be like to turn over your social media accounts to AI, fortunately, there’s Buffer. This popular social media management platform offers a suite of tools to grow an engaged audience, determine what and when to publish, and automate your workload while keeping you in control. Buffer’s AI assistant helps to come up with ideas for social posts, repurpose content across multiple social networks and even translate social posts into other languages. The key phrase here is assistant. While it won’t fully run your social media accounts, it will help you improve your social media content and save you precious time in the process.
In just shy of a year since the public launch of ChatGPT, AI-driven tools have already shown the right stuff to become a transformative force for marketers. From enhancing customer interactions and lowering response times, to creating more relevant content, and increasing efficiency, AI promises to unlock new capabilities step-by-step in the ever-evolving field of marketing.
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