Give These 4 AI Strategies for Realtors a Shot

Miami-based Jorge L. Guerra Jr., president and CEO of Real Estate Sales Force (RESF), believes AI apps have the potential to revolutionize the real estate industry.

“I had a client with a high-end property who wanted an agent committed to producing luxurious content,” he says. “This property was designed for an international audience. Historically, most agents shoot video and add beautiful audio to engage the audience, but I saw something powerful in putting a little storyline there. I’m Cuban with a Cuban accent, though, and I didn’t think it would resonate with my audience.”

Using an AI voice generator called Murf AI that supports more than 20 languages and offers more than 120 realistic text-to-speech voices, he can create a video listing and type in what he wants his AI voice to say.

“I can get a beautiful British, European, Spanish or perfect [American] English accent,” he says. “When I get a listing and we shoot a video, it’s great to put that cherry on top and wow my clients. This software allows me to turnkey it, so for this high-end listing I used a James Bond 007-type of accent. My client actually thought I hired a voiceover expert to lay this over the video, but it was just a piece of software that let me pick my accent. Your imagination is as far as it can go.”

Jorge Guerra

Here are other ways he uses AI tools:

Watch and summarize videos

Guerra also uses AI technology to help him stay up on the latest video content. He explains that at the height of the NAR lawsuits he wanted to keep informed on things but didn’t have time to watch everything.

“It seems like there were about a thousand videos,” he says.

To handle this, he uploaded videos into a chatbot integrated with a ChatGPT plug-in. “They would summarize everything into easier-to-manage segments for me,” he explains.

Note-taking tool

Guerra is also a fan of Otter.ai, a speech-to-text service that integrates with other platforms to provide real-time transcription and note-taking.

“Otter.ai connects with my Zoom and takes notes for me,” he says. This feature makes it easier for him to review content, share notes and keep records of discussions.

It’s especially useful, he says, for busy real estate professionals who need to manage a lot of information and ensure they won’t miss crucial details during important virtual meetings.

Recap conversations

The Productive app is another tech tool that Guerra regularly uses. “What Productive does is listen to your phone calls and gives you a summary of what was discussed,” he says.

Available on both iPhone and Android, the app listens but doesn’t record (to remain legal) phone calls and automatically generates summaries of key points. Then it interprets what has been said and creates calendar events or to-do lists for the user.

“If I’m talking to someone and say, ‘Hey, let’s meet Tuesday at 3 p.m. for lunch,’ it adds it to my calendar. If I say, ‘I need snacks, water and desserts for my open house,’ it will create a to-do list on my phone. How much does it cost? Priceless is the answer I tell everybody.”

Looking forward

Guerra anticipates a future where typing an address into a chatbot provides in-depth research.

“The future in Jorge’s world will enable us to use AI to gather history on numerous data points from across the internet,” he says. “It will put it together in a way that laymen can easily read and understand, from property size to neighborhood, market trajectory and move-in readiness, which is currently fragmented and scattered. AI will streamline this into a narrative that simplifies property sales for us real estate agents. Then we can tell it to create a marketing campaign. It will function like a musical instrument that lets us make a song to win the hearts of our audience.”

The real estate industry is just scratching the surface of what can be done with generative AI. By exploring some of the tools above, you can streamline your business.