AI in real estate: You can't outsource everything

AI in real estate: You can't outsource everything
Photo by Priscilla Du Preez / Unsplash

There is a place for delegation in real estate.

In fact, delegating is critical if you want to free up your time to focus on high-value activities. But lately, I'm seeing a move towards a different kind of outsourcing.

Companies believe you can outsource your prospecting and your client management. I've seen recruitment adverts touting AI-managed pipelines and database management:

"How does an internal communications team, to take all your client nurturing calls/text/emails off your hands sound? We call it our concierge service..."*

*Script from an actual recruitment ad touting 'revolutionary AI for prospecting and nurturing your clients', sent to a salesperson I coach.

Hold on a minute...

Are you really going to let an artificial intelligence program, likely written by people who have never sold real estate, handle the most important aspect of your business: your customer relationships?

Are you really going to let an AI service manage your prospecting?

That to me, is crazy talk.

In real estate, we are always looking for the silver bullet. We yearn to find that secret weapon which will bring in all the listings. That's natural. It's part of our competitive drive to succeed in the unforgiving world of commission sales.

BUT! Delegating the actual job of building and managing relationships to a computer program is going way too far.

In a world that is so focused on technology, it's the high-touch, old-school marketing that will stand out the most.

Most of the potential sellers in your marketplace are not on TikTok. Go and see them in person. Pick up the phone and call. Talk to them about shared interests that have nothing to do with real estate.

Show them you care about your connection by doing them the courtesy of reaching out to them personally.

AI is not the answer. YOU are the answer.

Guides to help you build better connections...

A better way to think about prospecting
When you talk about prospecting, it’s easy to feel like you are pushing something on people that they don’t actually want. It makes me think of door-knocking and cold-calling. This year, rather than thinking you need a prospecting plan, reframe it as a ‘connection’ plan.
The only silver bullet in real estate sales
If you want to grow your income and/or free up your time, leverage everything you do to achieve maximum benefit.
How to reconnect with your database
The key to unlocking a real estate business with consistent commission income is to build a machine that produces a steady stream of listing opportunities. That machine is your database combined with a regular communication strategy.