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How to Make Your Real Estate Content Stand Out When Everyone is Using AI

By Mihaela Lica Butler | September 27, 2023

Artificial intelligence (AI) is a game-changer in various industries, including real estate. AI refers to the ability of machines to simulate human intelligence and perform tasks that typically require human acumen. In the real estate industry context, AI can analyze data, automate processes, and provide personalized experiences to clients. In the following, we will discuss a few tips to make your real estate content stand out when you use AI-powered content generation tools.

Real estate professionals should care about AI because it presents numerous opportunities to enhance their marketing efforts and stay ahead of the competition. By leveraging AI, real estate professionals can:

  • Improve Efficiency: AI can automate repetitive tasks, allowing professionals to allocate their time and resources more effectively. Tasks such as lead scoring, marketing automation, and data analysis can be streamlined with AI-powered tools, freeing up valuable time to focus on other strategic activities.
  • Enhance Personalization: AI can analyze user behavior, preferences, and historical data to provide personalized recommendations to clients, enabling real estate professionals to tailor their marketing plans and better meet the specific needs and preferences of their clients, resulting in more targeted and effective campaigns.
  • Optimize Decision-making: AI-powered predictive analytics can analyze real estate market trends and patterns, providing valuable insights to inform decision-making. By harnessing AI's ability to process vast amounts of data, real estate professionals can make data-driven decisions, stay ahead of market shifts, and position themselves strategically.
AI-generated content

Standing Out in a Sea of AI-Generated Content

As AI-generated content is becoming more widespread, authenticity and personalization are paramount. You can establish trust and connection with your audience by infusing your real estate content with a genuine voice and personal touch:

  • Craft a Unique Perspective: Provide your audience with fresh insights and perspectives that are distinctively yours. Share your experiences, stories, and observations to create a unique narrative that resonates with your audience.
  • Humanize Your Content: Incorporate personal anecdotes, testimonials, and interviews to bring a human element into your real estate content. This human touch adds authenticity and fosters a sense of relatability for your readers.
  • Tailor Content to Your Target Audience: Understand your target audience's preferences and pain points. By customizing your content to address their needs, you can demonstrate that you genuinely understand and value their interests.

Leveraging Unique Property Features

Another effective way to stand out in a sea of AI-generated content is to highlight the unique features of your listings. By showcasing what sets these properties apart, you can capture the attention of potential buyers:

  • Highlight Distinctive Architectural Elements: Draw attention to particular architectural elements or design features that make the property one-of-a-kind. Whether it's a charming bay window or a stunning rooftop terrace, focus on what makes the property visually appealing and exceptional.
  • Showcase Special Amenities: If the property offers unique amenities such as a state-of-the-art gym, a spacious backyard, or a luxurious wine cellar, highlight these features. Potential buyers are often looking for standout amenities that enhance their lifestyle.
  • Feature Remarkable Location Benefits: If the property enjoys a desirable location, emphasize the benefits of that neighborhood. Whether it's proximity to schools, parks, or vibrant entertainment districts, showcase how the property's position adds value and convenience.

Showcasing Local Expertise and Insights

To set your real estate content apart from AI-generated content, demonstrate your expertise in the local market to establish yourself as a trusted source:

  • Share Local Market Trends and Statistics: Stay up-to-date with the latest trends and statistics in the local real estate market. Share this information with your audience to demonstrate your knowledge and provide valuable insights that AI-generated content might lack.
  • Provide Tips for Local Buyers and Sellers: Offer practical tips and advice tailored specifically to buyers and sellers in your local market. By addressing their concerns and providing valuable guidance, you position yourself as an expert who understands the intricacies of the area.

Engaging with Interactive and Immersive Content

Leverage interactive and immersive content formats to keep your audience engaged and elevate the user experience:

  • Virtual Tours and 360-Degree Videos: Allow potential buyers to explore properties through virtual tours and 360-degree videos. This interactive format enables them to experience the property firsthand and envision themselves in it.
  • Interactive Infographics and Maps: Create interactive infographics and maps that showcase essential data and information about the local market. This format lets your audience interact with the content and explore the most relevant data.
  • User-Generated Content and Social Media Engagement: Encourage your audience to share their experiences, property photos, and testimonials on social media platforms. Engage with their content and create a community around your real estate brand.

Staying Ahead in the AI Era

As AI continues to shape the real estate industry and impact digital marketing strategies, staying ahead of the curve is crucial for realtors and brokers:

  1. Engage in Continuous Learning: Dedicate time to understanding AI technologies, their applications, and how they impact the real estate industry. Stay informed by reading industry publications, attending webinars, and participating in online forums.
  2. Follow Industry Thought Leaders: Identify and follow experts and thought leaders in the AI and real estate space. Their insights and analysis can provide valuable guidance on adopting AI technologies strategically.
  3. Monitor AI Innovations: Monitor the latest AI tools and platforms specifically designed for real estate professionals. Stay informed about the capabilities and potential benefits they offer and any potential challenges they present.
  4. Network and Collaborate: Attend conferences, seminars, and workshops on AI in real estate. Engage with industry peers, share knowledge, and explore collaborative opportunities to leverage AI for mutual growth.

Continuously Improving and Evolving Content Strategy

With AI becoming increasingly prevalent in content creation and SEO, real estate professionals must improve and evolve their content strategies to stand out continuously:

  1. Understand Your Target Audience: Research your target audience's preferences, pain points, and search behaviors thoroughly.
  2. Offer Unique and High-Quality Content: Create original, informative, and engaging content that differentiates you from competitors. Create in-depth articles, guides, videos, and other forms of content that address common real estate questions and provide valuable insights.
  3. Utilize AI-Powered Tools: Embrace AI-powered tools that can enhance your content creation process. These tools can help you generate data-driven content ideas, optimize your content for search engines, and analyze user behavior to improve engagement.
  4. Optimize for Voice Search: Voice assistants like Siri and Alexa are already very popular, so optimize content for voice searches. When conducting voice searches, use natural language phrases and long-tail keywords that align with how people speak.
  5. Leverage Video Content: Video content can capture users' attention more effectively than traditional text-based content. Incorporate video tours, property showcases, and educational videos to engage your customers visually.
  6. Monitor and Analyze Performance: Regularly track your content's performance using analytics tools. Make data-driven decisions to refine and improve your content strategy by identifying trends and understanding what resonates with your audience.

To make your real estate content shine, consider these strategies:

  1. Leverage your expertise: While AI can provide recommendations and insights, it cannot replicate the personalized touch and knowledge you bring as a real estate professional. 
  2. Focus on quality visuals: AI may excel at analyzing images, but your creative eye can truly capture the essence of a property. Invest in high-quality photography and videos to showcase your listings in the best possible light. Additionally, consider incorporating virtual tours or interactive 3D models to provide an immersive experience for potential buyers.
  3. Craft compelling narratives: AI-generated content can lack the human touch and emotional appeal that resonates with audiences. Use storytelling techniques to create engaging listings, highlighting unique features, neighborhood attractions, and the lifestyle that comes with owning a particular property. Connect with your audience emotionally by tapping into their aspirations and desires.
  4. Provide personalized experiences: While AI can offer customized recommendations, you can take it further by tailoring your interactions with potential buyers. Respond to inquiries promptly, address their specific needs and preferences, and offer personalized advice and guidance throughout the buying process. Building genuine connections and providing exceptional customer service will set you apart from competitors.
  5. Optimize for local SEO: While AI can analyze vast amounts of data, it may not have the local knowledge and context you possess. Optimize your website and online listings for local SEO by including location-specific keywords, creating localized content, and obtaining backlinks from reputable local sources.
AI programs.
Image by Gerd Altmann from Pixabay

AI-powered Content Tools 

Realtors can significantly benefit from AI-powered content tools that help them create, optimize, and distribute engaging content. These tools leverage artificial intelligence to streamline the content creation process, enhance search engine optimization (SEO), and improve overall marketing efforts.

  1. Grammarly is an AI-based tool that helps realtors improve their writing. It can identify and correct grammar, spelling, and punctuation errors in real-time, ensuring your content is error-free and professional. This tool also provides suggestions to enhance clarity and conciseness, making your content more engaging and effective.
  2. MarketMuse analyzes your content and provides recommendations for relevant keywords, topics, and semantic variations to include in your articles or blog posts. By optimizing your content, you will gain a higher level of visibility and attract more potential customers.
  3. BuzzSumo allows realtors to find trending topics and popular content in their industry. Realtors can gain insights into what types of content resonate with their target audience by identifying the most shared and engaging content. 
  4. WordLift AI-powered SEO uses natural language processing and machine learning algorithms to analyze the content on your website and automatically generate relevant internal links and structured data. By organizing and enriching your content, WordLift improves your website's discoverability and helps search engines better understand your real estate offerings.
  5. Phrasee helps realtors optimize their email marketing campaigns. This tool uses natural language generation algorithms to generate subject lines, email copy, and CTAs that are more likely to engage and convert recipients. By leveraging AI to create more compelling and personalized email content, realtors can increase their open rates, click-through rates, and, ultimately, their chances of closing deals.
  6. Crayon is an AI-powered competitive intelligence platform that realtors can use to monitor their competitors' online activities. It provides real-time insights into your competitors' content strategies, allowing you to stay informed about their latest offerings, promotions, and marketing tactics.
  7. Hemingway Editor highlights complex sentences, passive voice, and other readability issues, making it easier for realtors to simplify their language and communicate their message effectively. 

These AI content tools can be valuable assets for realtors looking to enhance their online presence and attract more potential buyers. From improving writing skills to optimizing SEO, these tools can help realtors create high-quality, engaging content that drives traffic, engagement, and successful real estate transactions.

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Mihaela Lica Butler is senior partner at Pamil Visions PR. She is a widely cited authority on public relations issues, with an experience of over 25 years in online PR, marketing, and SEO.She covers startups, online marketing, social media, SEO, and other topics of interest for Realty Biz News.
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