We\u2019ve all experienced take-it-or-leave-it tech: Systems and platforms that some real estate agents swear by and other agents ignore. Maybe it makes you more productive (if you use it consistently), but it\u2019s no real loss if you don\u2019t.<\/p>\n
That\u2019s not the case with artificial intelligence<\/a>. As the consumers you\u2019re working with increasingly adopt AI in their own professional lives, it\u2019s accelerating their expectations. They know how workflows can improve with AI integrations, so \u201cI don\u2019t use AI\u201d is increasingly becoming a liability.<\/p>\n I recently talked with James Harris<\/a>,<\/em> principal at Beverly Hills-based boutique brokerage Carolwood Estates and former cast member of Bravo\u2019s Million Dollar Listing, about why AI won\u2019t level the playing field in real estate \u2014 it will widen the gap between average and elite agents, separating those who use technology to sharpen their professional edge from those who fall behind.<\/p>\n According to Harris, the rise of real estate AI<\/a> and the vast amount of content available online and on social media means that generic real estate content no longer moves the needle. Real estate professionals must \u201cgive the consumer something they can\u2019t get themselves.\u201d<\/p>\n \u201cWe\u2019re in such a big world of tech and AI and 80% of our consumers<\/a> are using AI every day,\u201d Harris said. \u201cThey\u2019re three steps ahead of us, so you\u2019ve got to be five steps ahead of them.\u201d<\/p>\n The question to ask yourself? \u201cWhat can I deliver to a client that they can\u2019t get themselves?\u201d he said. That\u2019s what makes you irreplaceable and ensures that clients need you.<\/p>\n For most agents, that comes down to in-depth market knowledge, dialed in comps and specialty tech tools<\/a> that offer value-added insights clients simply can\u2019t find on Zillow<\/strong> or from Google<\/strong>.<\/p>\n It also means tailored listing and buyer presentations that include specifics that differentiate your vision for the transaction. His new AI operating system tool, Breezy<\/strong>, combines with UnderBuilt<\/strong>, a proprietary data platform that identifies untapped development opportunities, to ensure that every presentation stands out from the competition.<\/p>\n With integrated branding and marketing collateral, agents can generate a property-specific custom report that would have previously taken hours or days to research and design.<\/p>\n One of the biggest mistakes Harris identifies is that agents too often use AI for the \u201cbusy work\u201d that\u2019s based in communication and relationship-building. \u201cDo you let it write the email and look like a machine?\u201d he asks, instead of letting it do more of the behind-the-scenes busy work.<\/p>\nAI\u2019s first use isn\u2019t lead gen; it\u2019s competence<\/h2>\n
Human vs. machine should be strategic<\/strong><\/h2>\n