On this week’s episode of the RealTrending podcast, host Tracey Velt sits down with Tiffani Marroquin, head of development and innovation for JPAR Actual Property. They focus on the utility of synthetic intelligence (AI) for the actual property trade, in addition to JPAR’s options designed to boost agent and brokerage efficiency.
This dialog has been edited for size and readability. To kick issues off, Marroquin explores her early involvement with synthetic intelligence.
Marroquin: It goes again to rising up as a millennial throughout a time the place there’s main technological developments, and seeing each of my dad and mom waking up earlier than dawn, taking that lengthy commute to work after which getting house late at evening. I all the time simply thought there must be a greater approach. And initially, it led me into actual property.
Velt: Let’s speak about the way you’re leveraging AI and machine studying to boost the expertise of JPAR and its associates.
Marroquin: I hosted a workshop the place I prefer to name it, “creating the second enterprise mind,” which is a information base that has been enter into ChatGPT, and also you’re creating your personal customized GPT for your small business. And that can be utilized for therefore many alternative issues. It helps for those who’re not nice with prompting the AI. Because it already has loads of your small business data, it’s going to know what precisely you’re wanting.
One other factor that we’ve additionally completed — which additionally helps our brokers, not simply our associates — is that we’ve taken a character profile and turned it right into a quiz with AI. Matched with our inner expertise, sources and coaching, it tells brokers which coaching route they need to take based mostly on their character sort.
One other one is the power to tug transcripts from previous coaching or YouTube and switch it into both a information base, a unique coaching or social media content material.
Velt: How have expertise and innovation actually formed your technique for scaling the enterprise?
Marroquin: I don’t suppose it’s actually about doing extra. It’s about doing issues smarter. The secret is truly going by way of an evaluation of your small business and discovering the place AI and automation can present strategic help. It’s like having a digital co-pilot that understands your small business’s DNA, giving professionals time to construct relationships, create worth or extra.
Velt: What are you seeing as probably the most environment friendly or impactful ways in which brokers can use AI of their companies?
Marroquin: It’s definitely extra than simply writing a list presentation. So, for those who’re a dealer and also you need to put collectively data on your brokers, it’s most likely somewhat higher for those who take the transcripts. Let’s say you’re a top-producing agent and you’ve got loads of purchasers. Slightly than stepping into and looking out the MLS your self, and having to tug out these names after which electronic mail purchasers, you’ll be able to truly automate that course of and use AI. They will truly carry out knowledge scraping off the MLS, match that with their purchasers’ wants and even ship the emails from a draft.
To finish the dialog, Marroquin explores industrywide adjustments in AI and expertise use in 2024. She urges actual property corporations to embrace the change and think about AI as a collaborative companion, not a risk.
Marroquin: I believe it’s actually the hyper-personalization which you could get from using several types of AI. It’s thrilling as a result of actually each month, every single day, there’s one thing new popping out. There’s so many alternative instruments. It’s going to get to the place you gained’t be capable to inform the distinction.
