Marc-Antoine Juaneda of CoreLogic and Boris Geheniau of Fundament All Media shared insights on how actual property professionals can greatest leverage AI throughout Inman Join New York on Wednesday.
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The rise of synthetic intelligence has raised large questions concerning the security, effectivity and ease of use of the know-how — even because it reshapes the true property {industry}, panelists talking at Inman Join New York stated Wednesday.
CoreLogic Director of Product Administration Marc-Antoine Juaneda and Fundament All Media Director Boris Geheniau agreed throughout an ICNY panel that the important thing to integrating the know-how is by experimenting with completely different instruments and ignoring what moderator Craig Rowe, an Inman know-how critic, described as “fluff.”
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“I can understand the skepticism with new technology, but I think with AI, you can look at it like it’s a camera on a new flagship smartphone,” Geheniau informed an viewers of actual property professionals. “If you just use the basics, you can make really good pictures, but if you get into the capabilities of AI, you can make even better pages with it. It’s just a matter of taking a first step in the experiment and building from there.”
Boris Geheniau
Geheniau informed an viewers of actual property professionals that quickly, brokers will be capable of supply prompts equivalent to, “Give me the 20 people most likely to buy today and 15 people most likely to sell today.” The know-how will pull from a number of databases and refine the outcomes based mostly on an agent’s personal expertise, he stated.
One of many key discussions on Wednesday was understanding the variations in AI know-how: Giant language fashions (LLMs) and generative AI.
Geheniau described generative AI as a “big chest of tools,” that features “audio, text images and videos,” whereas LLMs like GPT, focus particularly on textual content. He stated that LLMs are like a “hyper intelligent pen, and it can write words. The really interesting part is the words you write with a pen really belong to you, and it elaborates on what you you’re able to do.”
Understanding these instruments permits brokers to make use of them strategically to enhance advertising and shopper engagement if accomplished the suitable approach.
Rowe famous that most of the actual property pitches that he receives as an Inman reporter have lacked depth, and contained quite a lot of AI “fluff.” Total, the pitches are “not compelling,” Rowe stated.
Craig Rowe
The lesson right here: AI supplies outcomes based mostly on what it’s given, so brokers must-fine tune it to fulfill their particular wants.
Juaneda’s recommendation is to focus much less on the “fluff” and extra on the troublesome elements of selling equivalent to focusing on the suitable viewers successfully.
“Instead of blasting the full neighborhood or subdivision or zip code, just target the homeowners that have a high or very high score” he stated. “You’re reducing costs, and you’re just making sure that you’re reaching a captive audience.”
Geheniau added, “If you don’t give enough detail, you’ll end up in the basement of search results and that’s where the interest of people will come from.”
Juaneda additionally shared a research on OneHome.com a number of months in the past, which confirmed that listings with photograph captions noticed 200 p.c extra engagement, digital excursions elevated engagement by 37 p.c and detailed descriptions saved consumers’ consideration for a mean of 4 further minutes.
Marc-Antoine Juaneda
“Make sure your listings are high quality, highly detailed,” earlier than utilizing LLMs to market itemizing,” he stated.
Whereas some actual property professionals stay hesitant about studying AI, Juaneda shared a private story about convincing his child boomer dad and mom that know-how wasn’t only a passing pattern. Now, they use Fb greater than him.
Geheniau added that his 80-year-old father, additionally a former skeptic, now makes use of ChatGPT day by day, calling the know-how his new “AI buddy.”
“If he can do it, anyone can,” Geheniau stated.
E-mail Richelle Hammiel
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