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Automation has become a big part of real estate, with SMS sequences, email campaigns, and social media ads all helping agents stay in touch with their clients. These tools are effective, but only when they’re built on top of strong, personal relationships, writes Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.
Automation should support, not replace
It’s easy to fall into the trap of thinking automation will solve everything. The reality is that it works best as a complement, not a substitute. If someone has never met you, a generic text or email is unlikely to make an impact. But if you’ve already built trust through a conversation or a face-to-face meeting, that same automated follow-up becomes a useful reminder that strengthens the connection.
The role of face-to-face prospecting
Real estate will always be a people business. Speaking directly with buyers and sellers, understanding their needs, and showing that you care is what builds lasting relationships. Open homes, buyer callbacks, and client meetings create moments where agents can prove their value. Once that groundwork is laid, automation steps in to keep communication consistent and professional.
Blending personal touch with consistency
The most effective agents use automation to extend their personal touch. For example:
- A buyer who attends an open home gets a phone call, followed by an email with property details.
- A seller receives feedback in person, then a market update via an automated campaign.
- Past clients get check-in calls supported by newsletters that keep them up-to-date.
In each case, the technology reinforces the relationship rather than replaces it.
Automation saves time and keeps you visible, but it cannot replace human connection. Building trust and adding value in person should always come first. Once that foundation is in place, automated follow-ups become a powerful extension of your service, helping you scale your business without losing the personal touch that clients remember.
Adrian Bo is the CEO of Adrian Bo Real Estate Training & Auctions.
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