Keeping the personal touch in AI marketing

Stacy Stahl knows how much time AI can save on marketing tasks, but she also knows the value of a handwritten note. The Key West broker sees a place for both, as long as customers can recognize her voice and find something useful in what she sends.

For Stahl, broker-owner of Realty ONE Group Destination, that means sharing neighborhood sales, answering customer questions and keeping readers connected to what’s happening in town.

“I think that old-school marketing is making a comeback because everyone is oversaturated,” Stahl said in a Florida Realtors Live interview at the 2026 Florida Realtors Convention & Trade Expo in August.

Stahl's monthly updates to owners in three condo buildings show how that approach can work: One recipient stopped by her office to say she had kept the information and planned to call Stahl when she was ready to sell.

Her newsletter includes:

• Community photos and upcoming events.
• Selected listings linking to her website.
• Market statistics explained in conversational language.
• Buying and selling information relevant to her neighborhood.

AI helps Stahl organize ideas and interpret MLS statistics, but she checks its work. She also recommends using actual customer questions to shape writing requests, giving AI something more specific than a generic request for buyer tips.

“Use it to write your newsletter and then go back and read it and put yourself back to it,” Stahl said.

Stahl wants customers to recognize her marketing by its look, tone and content, even before they see her logo. That takes time and consistency, she said.

Her challenge to agents is to choose one marketing activity they’ll commit to for 30 days. Whether it’s handwritten notes, a newsletter or neighborhood market updates, block time on the calendar and follow up with people who respond.

“Choose something that feels right to you,” she said.

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