Inman Connect New York is live this week! Experience the heartbeat of the real estate industry firsthand, or join us from anywhere in the world. The future of real estate is now open. Get your virtual ticket here.
The rise of AI has made it easier than ever to create large amounts of marketing content, but the level of background noise is rising, leaving brokers and agents with the long-term ability to stand out from the crowd. Having a strategy has become essential.
Rather than adding to the noise, real estate professionals can take full advantage of modern marketing technology tools by identifying niche markets, building brands, and building lifelong relationships with customers.
These were some takeaways from “martech” (marketing technology) thought leaders at Real Estate Connect New York on Tuesday.
Shayan Hamidi
“Martech is where marketing and technology come together, where you can leverage technology to power your marketing, get better data, better information, create better content, retargeting, and more. ” said Shayan Hamidi, Founder and CEO of Rechat. “Before you touch a tool, understand where you can bring value on paper and then start thinking about what tools can increase that. Please make sure it is the system.”
Rechat is an end-to-end sales and marketing solution that provides brokers and agents with a single point solution for lead nurturing, brand building, and sales support.
When it comes to marketing, lead generation and brand building are “low-hanging fruit,” says Hamidi. But success in real estate “depends on how clearly you are able to articulate and communicate your values and what makes you truly great.”
“Is the sheer volume of marketing content sent through technology tools, portal apps, and agent-created social media content making it harder for agents to reach their clients?” Craig Lowe, Technology Critic at Inman he asked.
Hamidi and Dalit Jaggi, co-founder and chief operating officer of Revive Real Estate, which helps sellers and agents strategically conduct pre-sale renovations, agreed. .
“It’s noisy for us, it’s noisy for your customers, it’s just noise everywhere,” Jaggi said.
“There's a lot of noise, and it's about to get even worse with AI,” Hamidi agreed. “The content costs less to create. It's called content-free content.”
According to Hamidi and Jaggi, the way to be heard is not by giving general advice, but by developing areas of expertise and building long-term relationships.
Dalip Jaggi
“I think there is a huge opportunity for real estate agents to specialize in a niche and be known for something special in real estate transactions,” Jaggi said. “If you're like, 'I help people buy second homes,' or 'I'm a real estate agent on a team that specializes in renovations.' It’s more memorable and easier to recognize.”
“If all you're doing is reinventing what's out there, if you're talking about the same thing as everyone else about interest rates and what's going on in the industry, that's just noise,” Hamidi said. also agreed. “It's all about specializing. And it's all about focusing on a specific niche: the type of demographic you want to serve, the type of real estate you want to specialize in, the type of services you want to provide.”
The rise of AI and other changes in the industry means “it's really important for real estate agents to start thinking of themselves as consultants for life,” Hamidi said. “And in order to do that, you have to be part of that journey with them all the way. So we're always thinking of ways to add value, whether it's in the market or not. .”
Jaggi said many agents are using Revive Vision AI, a new tool that uses real estate photos to assess a home's current value and potential for renovation, to reach out to past clients and help buyers or sellers. He said he is discussing how his options have changed.
“The more you engage in the conversation, the more you can have this…consultant-like approach,” Jaggi said. “Now we're creating inventory that might not have existed before. That's my biggest message. At this point, we're creating inventory that might not have existed before. It may not be important to ask: “How can I access my current Rolodex and manufacture inventory?”
Hamidi, a former broker himself, agrees: “One of the big problems in the industry is that we're all reactionaries.” Taking a step back, he doesn't see many people who have a three-year or five-year plan when it comes to their brokerage or their business. ”
“I don't think this is a transactional business,” Hamidi said of the need for long-term planning and building long-term relationships. “I think this is a business that you're going to be in for the rest of your life, and you're going to be a consultant for the rest of your life. And you need to show that today. Maybe interest rates will go down and the market will get hot again. When that happens, you'll tell them I want to be the person who contacts you.”
Email Matt Carter
