AI and Marketing in Real Estate

By William Thompson, NJ Realtors® Director of Technology

Artificial intelligence is a transformative force, rapidly reshaping how we live and work. It’s remarkable to witness the new products and features entering the landscape to help you market, engage, and navigate the real estate industry. Let’s explore a few AI-powered marketing tools capable of elevating your marketing presence, offering immersive virtual experiences and streamlining your workflow.

Generating Marketing Content

Creating marketing materials used to require specialized and expensive software or hiring a graphic designer. However, thanks to the latest tools, generating branded flyers and graphics is more accessible and efficient than ever before, all within your web browser. Tools such as Canva and Adobe Spark use AI to generate stunning graphics and visual content, allowing you to create eye-catching onesheets, social media posts, and email campaigns in minutes. These free or low-cost options give you access to thousands of fully customizable templates. Both platforms employ generative AI, allowing you to simply describe what you need and see the results within seconds.

When it comes to written content, AI writing assistants like OpenAI’s ChatGPT or Google’s Gemini can help you effortlessly craft compelling property descriptions and blog posts. These tools analyze text from millions of sources to generate natural-sounding descriptions, saving time and effort in the content creation process. Looking for ideas for your next email campaign? Try asking ChatGPT or Gemini for inspiration. For example, you could write, “Give me five topics for a blog post for my real estate email campaign, targeting sellers in New Jersey.” Within seconds, you’ll have relevant content ideas to increase engagement dramatically.

Video Marketing

With the increasing popularity of Instagram Reels and TikTok, we’re in the prime of short-form video marketing— and it’s here to stay. As with graphics, we’ve seen incredible advancements in the world of video generation and editing.

Consider online video editing platforms like Magisto and Lumen5, which make it easy for you to create professionallooking videos without the need for extensive editing skills. These tools use machine learning algorithms to analyze images and raw video footage to generate polished videos with an easy-to-use drag-and-drop interface. Take it a step further with BHuman, a tool which allows you to clone your voice and face to create marketing videos customized to each individual client. You can even set up automated campaigns to walk your clients through the home buying or selling process with a personalized video each step of the way.

Virtual Staging

Virtual staging has emerged as a cost-effective and efficient game-changer in the real estate industry, offering listing agents a powerful tool to enhance property presentations. Services like Virtual Staging AI digitally declutter and stage properties with virtual furniture and décor tailored to audience preferences. Agents can transform vacant or outdated properties into visually stunning showcases, allowing buyers to envision a property’s true potential. Virtual staging eliminates the need for physical staging, saving time and resources while elevating listings, attracting more potential buyers, and standing out in a competitive market.

Marketing Transparency

While the benefits of AI are undeniable, agents must exercise caution. Like any emerging technology, AI presents challenges and limitations. The sheer convenience of AI makes it easy to reach for, but you are ultimately responsible for the result and should avoid deceptive or misleading marketing. When it comes to generating/ modifying graphics or videos, I strongly advise you to be entirely transparent and detail exactly what has been changed so there is never a question as to what is real. Integrating AI into your marketing arsenal represents a significant opportunity to elevate your business and provide enhanced services to clients. By leveraging these innovations responsibly and thoughtfully, you can unlock new possibilities and thrive in this increasingly digital world.