1. STRATEGIC PLANNING. Use AI to gather data and insights on market trends, customer behavior, and campaign performance. However, let the creative strategy—storytelling, brand messaging, and customer experience—be guided by human insight. AI can provide the map, but humans chart the course. 2. CONTENT CREATION. AI can assist in content creation by generating ideas, outlines, or even draft posts. Yet, the final content should always pass through a human filter. Personal stories, professional insights, and nuanced takes on market trends add depth and authenticity that AI cannot replicate. Remember, content that connects on a personal level is far more likely to engage and convert. 3. CUSTOMER INTERACTION. Automate initial responses to inquiries or engage users with chatbots to provide instant service around the clock. Ensure that a human is available, however, to take over complex queries or step in when personal advice is sought. The goal is to blend efficiency with empathy: AI handles volume, and humans handle value. 4. ETHICAL CONSIDERATIONS AND BIAS MITIGATION. AI algorithms can unintentionally perpetuate the biases present in their training data, leading to unfair targeting or exclusion. Regularly review and adjust AI models with human oversight to ensure ethical marketing practices that respect diversity and inclusivity. 5. CONTINUOUS LEARNING AND ADAPTATION. Use AI tools to analyze the effectiveness of marketing campaigns, but rely on human judgment to interpret data in context
and adapt strategies accordingly. AI excels in identifying patterns, but humans excel in understanding the nuances behind those patterns. THE PATH FORWARD As real estate professionals navigate the digital age, the synergy between AI and human expertise is emerging as a cornerstone of effective marketing. This balanced approach recognizes AI as a powerful tool in the marketer’s arsenal but not a replacement for the human element that lies at the heart of real estate transactions. Personal relationships, nuanced understanding, ethical considerations, and creative storytelling remain the domain of humans. In your marketing journey, view AI as a collaborator—a digital ally that enhances your capabilities, not a crutch that diminishes the value of human effort. By leveraging AI intelligently and ethically, while preserving the personal touch that defines the real estate industry, professionals can achieve a competitive edge in a crowded market.
responsibilities to technology but about harmonizing the strengths of AI with the irreplaceable insights, creativity, and empathy of human beings. As we look to the future, this collaborative approach will pave the way for innovative marketing strategies that respect and enhance the human experience, driving success in the dynamic world of real estate. •
SKYLER WILSON
Skyler Wilson is an entrepreneur obsessed with video production and marketing. It started with making YouTube videos in middle school, then interning at a marketing firm and church, mastering editing and live production. Wilson founded video production and marketing company Shift Z in 2022 and Retro Current Marketing in 2023, targeting music artists and real estate pros.
He offers a fresh perspective, blending creativity, leadership, and processes. Wilson has a degree in marketing from the University of Georgia.
The integration of AI in real estate marketing is not about relegating
thinkrealty.com | 69
Made with FlippingBook Online newsletter