8 Ways to Leverage the Magic of AI for Real Estate Marketing

The world of artificial intelligence (AI) may sound like something out of a science-fiction novel, but you are probably engaging with AI on a daily basis and not even realizing it (hello, Alexa!). And, although AI may seem like a new phenomenon, it was actually developed in 1956 and has evolved ever since to be the learning, planning, problem-solving tool it is today.

Imagine This Scenario:

You are an agent in Miami, Florida specializing in first-time home-buyers. A prospect creates a property search profile on your website, providing general criteria details and price point. Your website provides a set of search results based on their data, which continues to be refined as they engage with those results. Your website's chatbot pops up and invites the prospect to connect with you directly, and invites them to attend an upcoming open house for one of the properties that fits their search criteria. Your prospect continues to receive relevant, timely emails and SMS based on their registration for your upcoming open house, as well as other helpful information related to the first-time home buying process such as links to budget calculators, finance options and local lenders. All of this communication is delivered to your prospect in either English or Spanish, depending on their preferred language. Your prospect is highly engaged with the fact that YOU are delivering valuable resources every step of the way, while YOU aren't lifting a finger to deliver this value. THIS IS THE MAGIC OF AI, AND IT'S AVAILABLE TODAY.

In the world of business, AI has a wide range of uses that help manage and streamline the day-to-day, and busy real estate professionals that understand how to leverage this powerful tool basically have the advantage of a free personal assistant at their disposal. Although marketing is just ONE of the ways to take advantage of AI, it can save busy agents tons of time and energy in delivering time-sensitive outreach, such as our scenario above.

At Constant Contact, we've taken AI marketing to the next level with our soon-to-be-released, multi-level marketing Campaign Builder, and following are eight unique ways that busy real estate agents can enlist this tool as their personal marketing assistant. Move over, Alexa!

1. Delivering Personalized Communication

As consumers, we've all experienced the frustration of engaging with AI chatbots and marketing communication that lead us down rabbit holes without delivering the results we want. Using Constant Contact's pre-built and/or customizable automation workflows, it's easy to build personalized user journeys that deliver marketing messaging based on user actions and behaviors. In a business that requires immediate attention to inbound leads, the ability to send an email or text message ASAP (regardless of your availability) can be the key to securing the opportunity to continue the conversation.

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2. Keeping People Informed

With the recent spotlight on commission lawsuits, it's more important than ever to position yourself as the expert educator in your market. The Constant Contact AI marketing assistant will help you write meaningful email newsletters, social media content and text messaging speaking to current topics. An integration with Canva helps search, suggest and select appropriate imagery to accompany your communication. And, behavior-based AI learning will continue to streamline your ongoing marketing by understanding your desired tone of voice, color schemes, desired layout and more. Whether or not you fancy yourself a good copywriter, your AI marketing assistant will provide you with amazing suggestions that only require you to customize and/or edit to your desired outcome, which is a HUGE time-saver in developing marketing messaging!

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3. Promoting an Upcoming Event

Whether it's an upcoming open house, continuing education classes at your brokerage, conferences, client events, or webinars, Constant Contact's new Campaign Builder will provide an intelligent campaign workflow for promotion via email, SMS, landers, event registration management, and social media. Here's how simple it is:

1. Select "Run an upcoming event" from your guided options inside of the Campaign Builder.
2. Input a handful of details related to the event, including date, time and description.
3. Allow the Campaign Builder to generate your pre- AND post-event marketing campaign framework. This will typically include four weeks of pre-event marketing, management of the actual event day, and your post-event outreach. Your plan will include email, SMS, website landers / event registration, and social media (with pay-per-click advertising coming in the near future).
4. Customize the marketing workflow as desired, leveraging the AI tools to hone copy, images and more.
5. Sit back and let Constant Contact's AI run your entire campaign.

In the past, real estate agents would need to hire a marketer to build out this type of detailed workflow, but not anymore!

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4. Showcasing a Partner Product / Service

Real estate agents have an entire network of professional products and services that bring value to past, present and future clients. Constant Contact offers a great way to create and deliver communication around this network. You can create individual or multi-level marketing campaigns, inputting a handful of details and allowing your AI marketing assistant to suggest snappy subject lines, witty or serious copy, and call-to-actions that are 100% trackable. Imagine how much value you could provide your lending partners by providing them a list of consumers that clicked through to their websites from your marketing campaign!

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5. Promoting a New Listing

Ensure you have happy sellers by offering digital marketing services as part of your listing presentation. Have a list of 20 potential buyers looking for a three bedroom, two bath in Los Olivos? Leverage your AI marketing assistant to create a set of marketing drips to that specific audience promoting that hot new listing, and don't forget to send it to your partner network AND past clients who may have referrals for you. Constant Contact's smart analytics will let you know who's engaging, who's forwarding and provide insight into who's registering for that upcoming open house. And your AI marketing workflow will automatically move people into personalized touchpoints once they've actively engaged with your key call-to-actions.

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Create your free Constant Contact account today and start promoting!

6. Requesting Referrals and/or Reviews

We always intend to ask for that referral or kind review, but with such a busy day-to-day, it's easy to forget or allow too much time to pass. What if all you had to do was assign that happy customer to a contact list that would automatically launch an outreach campaign asking for those kind words, prompting your customer to your Google Reviews? All you need to do is build out that initial campaign workflow (leaning on your AI marketing assistant for copywriting and workflow suggestions), and then each time you assign a customer to that contact list, the campaign will automatically launch and run on your behalf. It couldn't be easier to ensure that you are capturing all of the positive reviews you deserve.

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7. Increasing Site Traffic

You've invested in that gorgeous website. It's full of lead capture forms (courtesy of Constant Contact) and helpful resources. Searching listings and creating an account has never been easier for your consumers. Now it's time to promote, promote, promote to all of your prospects, partners and past clients. You guessed it! Constant Contact's AI Campaign Builder will assist you in building out a multi-level, long-term marketing campaign designed to drive awareness and traffic to your website. All you need to do is provide some general information, a handful of screenshots of your website, and provide guidance on the "tone" of voice you want to use, or allow your AI marketing assistant to make suggestions to help you each step of the way. The more traffic to your website, the more leads!

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8. Providing Multi-language Translation

Over 53 million U.S. citizens speak Spanish as their primary language, with 9.2 million in home ownership roles. More and more real estate agents service multilingual communities and need to deliver marketing and communication in English and Spanish, as an example. Now you can save time by allowing your Constant Contact AI marketing assistant to automatically translate all of your communication for you in ANY language, running simultaneous campaigns based on language specifications within your contact lists. No more busy work for YOU having to create separate campaigns, your AI assistant will happily do that busy work for you!

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Put your AI marketing assistant to work and save valuable time.

As you've been reading this article, the world of AI continues to evolve at lightning speed! AI bots are continuing to learn, solve problems and deliver more personalized interaction by the second. What's important to remember is that we shouldn't think of AI as a replacement for human intelligence and ingenuity, but rather as a supportive tool that will help analyze and develop courses of action based on best possible outcomes.

At Constant Contact, we've developed marketing AI that makes it easier than ever to create, deliver and understand comprehensive marketing outreach with YOU — our customer — in mind. Once you've experienced our AI marketing assistant and Campaign Builder, you'll never spend hours of time struggling over how to promote your business again.

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