By: RILEY KAMINER
AI is the new matchmaker reshaping real estate.
In the high-stakes world of home buying and selling, a new love interest is captivating the hearts of realtors and clients alike: Artificial Intelligence. Jimmy Burgess, the CEO of Berkshire Hathaway HomeServices Beach Properties of Florida, has seen tech trends light up the dance floor and fizzle out like a dud sparkler. But AI? It’s the dazzling disco ball transforming the real estate bash.
“It’s like the internet on steroids,” he said of the transformative potential of AI. While the internet was more about stacking up data like old love letters in the attic, AI is the ultimate matchmaker, setting up buyers with their dream homes faster than Cupid’s arrow.
Burgess and the team have already uncovered a slate of exciting use cases for AI tech. ChatGPT, in particular, has been a handy resource, helping the team optimize how they share property listings on social media.
Imagine a social media cupid that knows exactly who to target and what sweet nothings to whisper. That’s ChatGPT for Burgess’ team. The first property listing serenaded by ChatGPT’s lyrical prowess waltzed to an impressive 40,000 views – a leap from the usual 1,500. The charm hasn’t worn off; these optimized posts still attract a 20% higher audience than their non-optimized counterparts.
With AI, Burgess has turned mundane client updates into a soiree of efficiency. “Collating all the info about these sales trends used to take hours,” he said. “Now it just takes minutes.” Thanks to ChatGPT’s multitude of plugins and automation platforms like Zapier, his team sends post-sale reminders without requiring human meddling.
Burgess is also excited about how AI can make it easier for real estate professionals to create videos to market a property. With a dash of AI magic, sales videos serenade potential buyers in numerous languages, echoing the agent’s tone with the accuracy of a skilled impressionist. This isn’t just reaching out—it’s embracing new markets with open arms.
Of course, working with these next-generation platforms has also Of course, working with these next-generation platforms has also brought its fair share of challenges. “AI doesn’t necessarily have an understanding of important regulations like the Fair Housing Law and the Real Estate Settlement Procedures Act,” he noted. AI platforms can also have difficulty understanding what the user is trying to get out of it.
That’s why Burgess has developed a multi-step framework to sidestep these problems. It all starts with telling ChatGPT what he is looking for and what role it should take on. Giving ChatGPT the maximum amount of specific inputs typically then gives Burgess enough to fact-check and polish before publishing.
Miami entrepreneur Natalia Karayaneva is at the cutting edge of AI-powered real estate tech. As the founder and CEO of Propy, Karayaneva has developed a tool that lets buyers and sellers close on properties safely and efficiently online, 24/7.
“AI has quickly become a powerful tool in real estate,” Karayaneva commented. “Like any tool, you need to be skilled to get the best out of it, so only the most sophisticated agents will fully leverage this technology. The human touch cannot be fully replaced, and this is especially true in the luxury market. Agents can focus on finding a dream home for their clients and leave the rest to AI.”
Burgess echoes these sentiments, asserting that there will be a growing rift between agents that leverage AI and those that do not: “Those agents who lean in and use AI will see their business grow exponentially. The future is only limited by the creativity of agents to use it to better serve their clients.” So, slip on your dancing shoes—the AI revolution awaits!