So, we're in 2023, and if you're in real estate, you can't afford to ignore new tech trends anymore. And the big player right now? AI. Here are 5 ways to use AI to generate real estate leads.
1. AI-Enhanced Listing Descriptions
Utilize AI tools such as ChatGPT to transform basic property features into more intriguing descriptions. Stand out with unique and well-crafted listings.
Let's take a real MLS listing and enhance its description using ChatGPT.
Before:
Lake Front Beauty on Cul-De-Sac with Large Screened In Patio & Convertible 3rd Bedroom / Den(Just Needs a Closet) New Metal RoofFreshly Painted Inside & OutsideNewer ACNew Water HeaterTile & Vinyl Flooring A Rated SchoolsGolf Cart Included in Sale This Pampered Country Club Home is Ready for New Owners -** Mandatory Membership is Required** Quick Closing is Ok and Easy to Show
After:
Nestled on a tranquil lakefront cul-de-sac, this stunning home boasts a large, inviting screened-in patio ideal for leisurely afternoons. Step inside to discover vinyl and tile flooring that leads you through freshly painted interiors. The versatile layout offers a convertible 3rd bedroom or den – it's ready for customization, only needing a closet. Modern comforts aren't amiss – benefit from a new metal roof, a recently updated AC, and a brand-new water heater. Located within the bounds of A-rated schools, this gem is perfect for families. As a bonus, a golf cart is included in the sale, offering a delightful way to explore the neighborhood. As part of a well-maintained country club community, a membership is mandatory. This cherished residence is eagerly awaiting its next homeowners. Quick closings are welcome, and showings are a breeze. Come, envision your future here.
Why It's Better:
Flow & Structure: The improved description follows a logical flow, moving from the property's exterior to its interior features, then amenities, and finally to community details.Descriptive Language: Words like "tranquil," "inviting," and "stunning" evoke more emotion and paint a clearer picture for potential buyers.
Clarification: The original listing had unclear info about the "Convertible 3rd Bedroom / Den.
Redundancy Elimination: The original had repetitive mentions of certain features like the "Large Screened In Patio." The revised version mentions features once but in a more engaging manner.
Engaging Call to Action: The ending of the revised description invites potential buyers to envision themselves in the home, creating a more personal connection.
Overall Readability: The improved description is easier to read and understand, ensuring potential buyers can quickly grasp the property's highlights.
This enhanced description helps capture the essence of the property while making it appealing and relatable to potential buyers. It paints a vivid picture of the home and its surroundings, making it stand out amongst other non-optimized listings.
2. Real Estate Scripts
Using AI writing applications like ChatGPT for creating real estate scripts is a significant time-saver for busy real estate agents. Not only does it eliminate the hours spent drafting and refining, but it also offers an endless amount of hyper-customized scripts for a variety of scenarios such as cold calling, social media outreach, and specific buyer or seller interactions. The ability to quickly generate content that aligns with an agent's objective allows for more time spent on actual client interactions and deal-making.
How AI Writing Applications Can Help in Scripting:
Versatility: AI can generate scripts for a variety of scenarios - from cold calls to buyer interactions.
Personalization: By feeding specific details about a property or a target audience into the AI, scripts can be highly personalized.
Efficiency: Instead of starting from scratch or hiring a copywriter, agents can get instant scripts with a few prompts.
Testing: Agents can generate multiple versions of a script and test which one works best in real-world scenarios.
Real Estate Door Knocking Script:
Intro: "Hi, my name is [Agent Name] with [Agency Name]. I hope I'm not interrupting anything. I'm in the neighborhood because we just listed a home nearby and thought you might be curious about current market trends in our area. Are you considering making a move or just interested in the value of your home?"
Follow-up: "I understand if now's not a good time. Would you like me to leave some information about recent sales in the area? It's always useful to know, whether you're thinking of selling now or in the future."
Wholesale Real Estate Script:
Intro: "Hello, I'm [Your Name] and I work with local investors to find properties with potential. We noticed your property at [Address] and believe it has great potential. Are you considering selling it anytime soon?"
Follow-up: "I understand if you haven't thought about it. We specialize in quick, cash offers, ensuring a hassle-free process for homeowners. If you ever think of selling, or just want an estimate of its value in the current market, I'd be happy to chat."
These scripts are just starting points. Using AI tools, agents can refine them further based on their personal style, the specific locality, and the unique needs of their potential clients. The key is to make the interaction genuine, respectful, and beneficial for both parties.
3. Using AI as a Real Estate Social Media Marketing Assistant
AI writing tools, have changed how real estate agents use social media marketing. Before, agents normally hired social media "gurus" or companies to manage their online content, from planning posts to writing captions and researching keywords and hashtags.
Now, using AI, this work is more straightforward. With tools like ChatGPT, you no longer need a team to create content.
Draft a Content Calendar: Plan your posts ahead of time. You can create a detailed weekly or monthly content calendar complete with post ideas and fully written descriptions.
Keyword and Hashtag Research: Analyze current trends and optimize your posts for maximum visibility. With ChatGPT, you can easily research which keywords and hashtags are ideal for a specific type of post, eliminating the guesswork.
Example A.I. Written Instagram Caption:
"Discover waterfront luxury in #FortLauderdale! This modern masterpiece on the Intercoastal Waterway boasts sleek design and its very own boat dock. 🛥️ Dive into sophistication while enjoying direct water access. Perfect for boat enthusiasts and lovers of contemporary design. #WaterfrontLuxury #ModernHomeGoals #BoatLife"
Explanation:
#FortLauderdale: Location-specific, targeting users interested in properties within Fort Lauderdale.
#WaterfrontLuxury: Highlights the premium waterfront feature of the property.
#ModernHomeGoals: Emphasizes the modern architectural style and appeals to those looking for contemporary design.
#BoatLife: Engages users who are interested in boating and showcases the unique boat dock feature of the property.
4. A.I. Powered Email Marketing
AI writing tools are very useful for real estate agents creating emails to get leads. These tools can produce content quickly, tailored to specific needs and guidelines. This is how they can be beneficial:
Personalized Property Suggestions:
By inputting a lead's preferences (e.g., location, budget, property type), AI writing tools can craft personalized emails highlighting properties that match their criteria, making the communication more relevant.
Dynamic Newsletters:
Agents can instruct AI to create monthly or weekly newsletters. By feeding in recent listings, market trends, or any other updates, the AI can generate engaging newsletters without the agent having to write them from scratch.
Educational Content:
Agents can ask AI to create content explaining complex real estate concepts, like mortgage types, the buying process, or market dynamics, in layman's terms for potential buyers or sellers.
A/B Testing:
Agents can ask the AI to generate multiple versions of an email (different headlines, body content, calls to action). This aids in testing which content resonates most with the target audience.
Localized Content Creation:
By providing data about a specific locality or neighborhood, AI can create content that highlights the benefits, features, or attractions of that area, making the emails more tailored.
Introducing Mailchimp's Email Content Generator
Recently, Intuit Mailchimp, a global leader in email marketing, launched the Email Content Generator. This generative AI tool is specifically designed to revolutionize the way marketers, including real estate agents, communicate. Built on cutting-edge GPT AI technology, the tool allows for the crafting of marketing email campaigns tailored to industry needs, marketing intent, and brand voice. For real estate agents, this means more personalized, relevant, and effective email campaigns.
5. Data Analysis and Manipulation
You can now use ChatGPT's new data analysis capabilities to grasp market trends, pinpoint high-potential areas, and provide tailored services to clients.
This allows you to stand out in a competitive market by showcasing your deep understanding of local real estate trends and offering personalized insights.
Example:
Imagine using ChatGPT to identify a rising neighborhood trend. The AI tool analyzes public real estate data, detects that homes in a specific district are selling faster and at higher prices, and even projects this trend to continue. Armed with this information, you target homeowners in that area, offering insights into their property's value and potential.
Steps to Achieve This:
- Data Acquisition: Use ChatGPT to source public real estate datasets. Direct it to repositories offering city or county property records, databases like Zillow, or the U.S. Census Bureau's housing data.
- Data Analysis: With ChatGPT, cleanse and preprocess the data. Generate insights like neighborhood price trends or inventory levels. Use these findings to identify high-value areas or untapped markets.
- Lead Generation: Create targeted marketing campaigns using the data. For instance, if a neighborhood's home values are rising, inform homeowners there about their property's potential worth.
Why It's Better:
Precision vs. Human Error: While humans can be prone to errors, especially with repetitive tasks or large datasets, AI operates with a level of precision that's hard to match. ChatGPT can process vast amounts of data quickly and accurately.
Efficiency vs. Time Consumption: What might take a human hours or even days, ChatGPT's code interpreter can achieve in mere minutes. This efficiency can be a game-changer in the fast-paced real estate market.
Engagement vs. Limitations: Offering data-backed insights can make your services more appealing to potential clients. While a human might struggle with processing large datasets or generating insights on the fly, ChatGPT can provide instant, data-driven responses to queries, setting you apart from competitors.
Learning Curve vs. Immediate Utility: Traditional data analysis requires knowledge of programming languages and analytical tools, presenting a steep learning curve. In contrast, with ChatGPT, even those unfamiliar with coding can immediately begin analyzing data and generating insights.
Final Thoughts:
AI can make work faster and improve results, but it doesn't replace human effort.
To get the best out of AI, you need to know what to ask it and how to use the information it gives. It's not just about getting tasks done; it's about making our work better.
But remember, AI is only one way to get leads in real estate. Another way is using video marketing. I've written a guide on how agents can use video, especially on YouTube, to get more business. You can check out the guide here.
In real estate, it's good to try new things. AI is one of these new tools that can help. Use it well, and it can make a big difference.
