Agents who fail to recognise the value of AI tools in marketing could be shooting themselves in the foot when it comes to generating exposure, said a leading expert.
Speaking at the recent REB Innovation Summit in Sydney, Properti founder and CEO Craig Deveson said agents were missing a valuable opportunity to enhance their marketing with AI tools.
By automating the marketing process, Deveson said that agents could save up to six figures in costs while still maintaining a consistent brand image through automation tools.
“We’ve got estimates from some of our customers that have saved up to $100,000 a year in automation by following this process,” he said.
Despite using an automation tool, Deveson said agents could ensure their content felt fresh and unique, rather than clearly AI-generated.
Deveson said the biggest problem with how agents marketed themselves was inconsistency in delivery.
He said that while agents would “go ballistic” with their marketing for a few weeks to secure listings, it was the period of inactivity that was actually harming their branding in the long run.
“There is no point in them just jumping in in spring and not doing the hard work through winter.”
“It’s a long-term decision for a vendor to sell and choose an agent, so they need to see you and see you regularly.”
Deveson said it was important that agents not only had data of their market for their own benefit, but also had the ability to convey it to their clients and demonstrate that they were local experts.
”You’re not just picking up a stat and talking about it, you are actually showing your lived-in experience that vendors can see, and say ‘that’s the agent I want to select because they’re going to take me on the journey using more than just stats’.”
When it comes to analysing and understanding data, Deveson said that while AI could be incorporated to assist with the process, agents needed to understand how to use it to achieve the best results.
He said that too often, agencies looked at AI as a “silver bullet” to solve their problems, and weren’t using it to complement their own style.
“You’re making it be a critic and to become an addition to what you do.”
“You have your knowledge, your personality, your taste. AI can’t give you that.”
While AI could be great at finding and providing statistics and data, Deveson said it would not be the difference between getting a potential client over the line.
“At the end of the day, when you are having a chat with a potential vendor, you need to come across as a human who understands that local knowledge and who has used AI to be better prepared, but still provide your unique perspective.”
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