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What skills will help real estate marketers survive the AI takeover?

(MARKETING) Quality marketers are constantly evolving, but getting your head around artificial intelligence can be a challenge – let’s boil it down to the most relevant skills you’ll need.

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AI and marketing

When Facebook and Twitter were born, a new era of social media was ushered in, opening the gates for new areas of expertise that hadn’t existed before. At first, we all grappled to establish the culture together, but fast forward a decade and it is literally a science with thousands of supporting technology companies.

So as Artificial Intelligence (AI) takes over marketing, doesn’t that mean it will replace marketers? If you can ask your smart speaker in your office what your engagement growth increase was for your Facebook Page, and ask for recommendations of growth, how do marketing professionals survive?

Marketers will survive the same way they did as social media was introduced – the practice will evolve and new niches will be born.

There are 7 skills marketers will need to adapt in order to evolve. None of these are done overnight, but quality professionals are constantly grooming their skills, so this won’t be stressful to the successful among us. And the truth is that it won’t be in our lifetime that AI can quite process the exact same way a human brain does, even with the advent of quantum computing, so let’s focus on AI’s weaknesses and where marketers can perform where artificial intelligence cannot.

1. Use the data your new AI buddies generate.

In the 70s, the infamous Ted Bundy murders yielded the first case that utilized computing. The lead investigator had heard about computers and asked a specialist to dig through all of their data points to find similarities – a task that was taking months for the investigative team. After inputting the data, within minutes, they had narrowed their list of suspects from several hundred to only 10.

We’re not dealing with murderers here in the marketing world (…right, guys?), but the theory that algorithms can speed up our existing jobs is a golden lesson. As more AI tools are added to the marketplace to enhance your job, experiment with them! Get to know them! And continue to seek them out to empower you.

Atomic Reach studies your content and finds ways to enhance what you’re delivering. CaliberMind augments B2B sales, Stackla hunts down user-generated content that matches your brand efforts, Nudge analyzes deal risk and measures user account health, and Market Brew digs up tons of data for your SEO strategy.

See? Independently, these all sound like amazing tools, but call them “AI tools” and people lose their minds. Please.

Your job as a marketer is to do what AI cannot. Together, you can automate, do segmentation and automation, beef up your analytics, but no machine can replicate your innate interest in your customers, your compassion, and your ability to understand human emotions and predict outcomes effectively (because you have a lot more practice at being a human than the lil’ robots do).

2. Take advantage of AI’s primary weakness.

As noted, you have emotions and processes that are extremely complex and cannot be understood by artificial intelligence yet. Use those.

How? Compile all of the data that AI offers and then strategize. Duh. AI can offer recommendations, but it cannot (yet) suggest an entire brand strategy. That’s where you come in.

And more importantly, it cannot explain or defend any such strategy. One of the core problems with AI is that if you ask Alexa a question, you cannot ask how it came up with that information or why. This trust problem is the primary reason marketers are in no danger of being replaced by technology.

3. Obsess over data.

AI tools are young and evolving, so right now is the time to start obsessing over data. What I mean by that is not to use every single AI tool to compile mountains of useless data, but to start studying the data you already have.

The problem with new tools is that marketers are naturally inquisitive, so we try them out and then forget they exist if they didn’t immediately prove to be a golden egg.

Knowing your current marketing data inside and out will help you to learn alongside AI. If you aren’t intimately familiar, you won’t know if the recommendations made through AI are useful, and you could end up going down the wrong path because something shiny told you to.

Obsess over data not by knowing every single customers’ names, but be ready to identify which data sets are relevant for the results you’re seeking. A data scientist friend of mine recently pointed out that if you flip a coin five times and it happens to land on tails every time, AI would analyze that data and predict with 100% certainty that the sixth flip will be tails, but you and I have life experience and know better.

Staying on top of your data, even when you’re utilizing artificial intelligence tools will keep you the most valuable asset, not the robots. #winning

4. Don’t run away from math (no wait, come back!)

One of the appeals of marketing is that math is hard and you don’t need it in a creative field. But if you want to stay ahead of the robots, you’ll have to focus on your math skills.

You don’t have to go back to school for data science, but if you can’t read the basic reports that these endless AI tools can create, you’re already behind. At least spend a few hours this month on some “Intro to Data Science” courses on Udemy or Coursera.

5. Content is God.

We’ve all said for years that content is king and that feeding the search engines was a top way to reach consumers. You’ve already refined your skills in creating appealing content, and you already know that it costs less than many traditional lead generating efforts and spending on content is way up.

Content can be blogging, video, audio, or social media posts. Artificial intelligence will step in to skyrocket those efforts, if only you accept that content was once king, but is now God. What is changing is how customized content can be. For example, some companies are using AI tools to create dozens of different Facebook ads for different demographics, which would have taken weeks of human effort to do in the past.

Because content is what feeds all of these new smart devices, feeding your brand content effectively and utilizing AI tools to augment your efforts will keep you more relevant than ever.

6. Get ahead of privacy problems

Consumers now understand what website cookies are, and know when they’ve opted in (or opted out) of an email newsletter, but to this point, humans have made the decisions of how these data choices are made. Our teams have continually edited Terms of Service (ToS), all done not just with liability in mind, but to offer consumers the protections that they want and have come to expect.

But AI today doesn’t have morals, and consumer comfort is not a factor unless humans program that into said AI devices. But it still isn’t a creature of ethics like humans are. Ethical challenges going forward will be something to stay ahead of as you tap into the AI world. Making sure that you know the ToS of any tool you’re using to mine data is critical so that you don’t put the company in a bad position by violating basic human trust.

The takeaway

You’re smart, so you already knew that the robots aren’t taking your job, rather augmenting it, but adding AI into your marketing mix to stay ahead comes with risk and a learning curve. But seeing artificial intelligence for what it really is – a tool – will keep your focus on the big picture and save your job.

Real Estate Marketing

7 signs that your website design is out of date

(MARKETING) Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past?

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Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past? Here are 7 things to consider about your design style:

1. Sans serif or not? With 4K in full effect, serif types are coming back into vogue. A serif typeface is one with small lines attached to the end of a letter.

Sans serif typefaces, those without those small lines, were introduced for readability on mobile devices which used to have much lower resolution.

2. Are you constantly changing colors to keep up with trends? Although the “best” color for marketing changes annually, it’s not really about what color you use. It’s about consistent design with color saturation.

3. Where do you work? Sitting at a desk waiting for inspiration is a thing of the past. Get out in the world and work on your tablet to enhance your ideas and take pictures to bring more elements into your design.

4. What’s your perspective? Look through your social media account and look for variety in your photos and posts. Find a new angle for photos and text to give more interesting content.

5. Are you using trends to brand your company? Coloring books have been the hot ticket item in 2016 and 2017, but the population has already moved on to the next thing, so why would you hop on an old trend and send out branded coloring books?

Use trends in marketing, but not for branding.

6. What’s your design style? Flat design is a trend that is going by the wayside. Get one step ahead by using elements to add depth to your site.

7. Do your templates look like templates? WordPress is great for small businesses, but when you use one of the templates without any customization, you look like you don’t know what you’re doing.

Spend a few dollars and get some help implementing your own images and graphics to fully adapt your site.

This assumes that your site has already been on the cutting edge. We’re still seeing a number of small businesses who don’t have much content about their business.

Having a website is vital in today’s economy, and even if you’re the only one in your community that provides your service or product, you cannot expect to stay on top by just having a minimal website.

Make it a part of your marketing strategy to update your site weekly and keep your customers engaged.

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Real Estate Marketing

Turning your blog posts into tweets: Marketing or distracting?

(MARKETING) Wordpress has unveiled a new feature to turn your blog posts into tweets. But just because you can’t doesn’t always mean you should.

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Blog post being written on laptop in front of colorful TV

If you’ve got both a WordPress blog and a Twitter account, it’s now easier than ever to share content between the two platforms. This week, WordPress introduced a new feature that allows you to turn entire blog posts in tweetstorms, with “just two extra clicks.” The question is, should you?

The tool will automatically break up your post into Twitter-sized chunks, and will do it’s best to start a new tweet at the end of, rather than mid-sentence. However, it will also let you see a preview of the tweetstorm before you publish so that you can make sure you agree with how the content has been broken up. Videos and images in the post will also be added to the Twitter thread. You can add an introduction, if necessary, and a link to the original post will be included at the end of the thread.

You’ll need to connect your Twitter account to your WordPress, if it isn’t already. The feature can also support multiple Twitter accounts so you can post in multiple places at once. However, the feature only works on new posts – you can’t go back and turn an old post into a Twitter thread.

The reverse process – turning tweets into blog posts – has already been available on WordPress for quite some time. When you embed a tweet into WordPress there is an “unroll” option that imports the full tweetstorm into your post.

While some bloggers have responded positively to this option, Twitter users seem less than thrilled that their feeds may now be flooded with lengthy tweetstorms.

One user, @theregos, sarcastically tweeted, “Can’t wait for food bloggers and their 87-tweet threads on a recipe.” Another, @elliottrains, said, “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.” Many people love Twitter precisely because its word count limit forces creators to be concise and feel that Twitter is no place for longform content.

Meanwhile, marketing experts question whether there’s much use in diverting traffic away from your site and onto Twitter, where you can’t as easily assess metrics or monetize your following. If you have an enthusiastic Twitter audience, it might be worth it, but otherwise you’re just giving more traffic to Twitter instead of to your own site. As one AG editor put it, site owners will be “cutting off their traffic nose to spite their marketing face.”

What do you think? Is this new feature more helpful or harmful?

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Real Estate Marketing

All brokers should require agents to shadow their clients for a day

(MARKETING) Knowing what your client wants is essential to make the sale and improving relations, and the best way to do that may be shadowing them.

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shadowing your clients

When it comes to moving, the phrase “the devil’s in the details” can take on a whole new meaning. Most people have adjusted to their current living situations in ways they might not even notice – and some of those aspects of their living space might be more crucial than they realize.

This could be anything from power outlet locations to kitchen cabinet sizes to a doorway free of steps. These small details can easily be lost during a hectic house hunt.

So, how can you, as a Realtor, keep track of details that the clients don’t even think to bring up? One potential solution is to shadow them for a day before offering housing options.

Okay, yes, at first glance “shadowing a client” sounds an awful lot like the awkward career shadowing we were put through in high school and college, but hear me out.

Spending an average day with your clients can give you better insight into how they operate and what they prioritize. Maybe they take more advantage of the kitchen bar than they’ve let on. Maybe they’re utilizing doorways to set up child barriers – something that might not work as well in a more open floor plan. Maybe their kids like to read in window nooks. Sure, a client might be able to live without things they’ve gotten used to, but think of how great it could be if they didn’t have to compromise.

Point is, with a cheerful attitude and a perceptive eye, you might be able to gain more insights into your clients.

Not only could shadowing help you understand how a client operates, though, it can help deepen your bonds with them. Getting to know each other can help establish a level of trust that could make the upcoming house-hunt easier on both of you. After all, it helps make it clear that you are looking out for your client.

Plus, creating good relationships with clients will make them more likely to use your services again – and recommend you to others!

Did you know that the National Association of Realtors (NAR) requires everyone on their staff (and we mean everyone) to shadow a Realtor for a day so they understand their members’ needs? If they take this meaningful step, why don’t you?!

Shadowing clients might seem unorthodox, but it could also be a great way to get to know individuals and their unique needs.

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