AI is reshaping industries across the board and estate agency is no exception.
From instant property listings to automated marketing copy, artificial intelligence is being hailed as a game-changer.
But according to property consultant and industry trainer Toby Martin (main picture), many agents are getting it completely wrong – and it’s costing them their brand identity.
Rather than rejecting AI, Martin argues that agents must learn how to use it properly – as an assistant, not a replacement.
BASIC AND UNINSPIRED
He says: “Too many agents are using AI in the most basic and uninspired ways. I see it all the time – blog posts, website copy and marketing materials that are bland, lifeless, and riddled with American spellings and robotic corporate speak.
“The result? Every agency ends up sounding the same. And in an industry built on trust and personal service, that’s a dangerous place to be.”
RETHINKING AI
Martin adds: “AI should enhance your voice, not erase it. The key is training AI to understand your agency’s brand, tone of voice, and audience.
“Most agents don’t realise that platforms like ChatGPT can be customised to align with their specific messaging, values, and customer avatars.”
FREE WEBINAR
To help estate agents harness AI effectively, Martin is hosting a free webinar, ‘AI for Estate Agents’, on Wednesday 26 February at 3pm.
Attendees will learn how to customise AI so that it sounds like your agency – not a corporate chatbot.
They will also learn how about writing AI-assisted social media posts, marketing copy, and client communications that stand out as well as teaching AI about your company’s values, service model and customer personas.
And essential prompts and worksheets to make AI work for your business, not against it will also be covered too.
Martin says: “This isn’t another AI hype session. It’s a practical, no-nonsense guide to using AI the right way – so your marketing stands out rather than blends into the noise.”
