Which Marketing Tasks Should Stay Human-Driven in Real Estate?

As a real estate professional, you've probably considered artificial intelligence and its growing impact. You might be asking, "Which marketing tasks should stay human-driven?". It's an important question, particularly in a relationship-focused business like real estate.

AI is becoming a powerful tool in the marketing world. While we will cover, "Which marketing tasks should stay human-driven?", remember that the aim isn't to replace the agents, but rather find that the best combination for utilizing human interaction in support of new age technology.

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AI's Role in Modern Marketing

AI is revolutionizing many industries, and marketing stands to gain significantly. A recent McKinsey study highlighted that marketing, along with sales, will be most impacted.

AI tools can now handle time-consuming tasks for marketing professionals. Already, 86% of marketers find that AI saves them at least an hour daily, with 75% leveraging AI to minimize manual tasks.

AI excels in generating ideas and copy for various purposes, including social media. Many marketers are using specialized image and video generators in content creation.

Why Some Tasks Need a Human's Expertise

While AI can generate creative content, it struggles with the human touch. AI can not fully replace a true, emotional connection and grasp on subtle nuances, that are most relevant to human behavior. One may wonder, "Is marketing truly all about emotions?".

Decision-making, involving factors that can't be quantified, also benefits from human guidance. Emotional intelligence really helps with decision-making, too.

Emotional Intelligence (EQ) is a key factor that machines do not possess. EQ is a skill that helps humans navigate forming relationships or interacting with team members for optimal work output. When thinking through "Which marketing tasks should stay human-driven?", keep EQ in mind.

Where Humans Excel in Marketing

Real estate revolves around the human touch when it comes to clients hopes and fears when buying property. Often times, buying real estate becomes more emotional than thought. For many people, buying property represents the single, largest asset in their net worth that will also represent many years of work to support.

AI can analyze data, but it can't share a client's excitement when finding a great home. A human can connect with a client during an event or a discussion that just can't be matched by machines. This creates deeper relationships that data can't provide.

Building and Maintaining Relationships

Real estate is driven on trust and personal connections. Think about those relationships. A happy client generally shares the positive news with their friends and family.

AI can help manage customer relationship management (CRM) data. However, following-up with a personal phone call has a different meaning. Personal conversations and connections are very impactful.

Crafting Emotionally Resonant Messaging

AI can technically describe a property. But, it has no way to know how markets work.

Only a human can describe the cozy fireplace, or talk about the fireplace memories of past family get togethers with a great visual. Humans can also attach value to property listing features. Human involvement and emotional context add great value that is relevant for property sales.

The Strengths of AI: Making Marketers More Efficient

So if we feel the human connection is still very important, and only humans have a special capacity to understand client behaviors and needs...Then, why does anyone use AI at all? AI provides strong support. It can help do many routine, daily tasks.

AI can handle massive data sets quickly. It can provide insights and even share data trends, too. Marketing professionals could help customers then make better property decisions, as a result of those outputs.

Omnichannel customers shop also more – and spend more. With new, popular social channels forming, that has required greater adaptation by companies to learn the market shifts. The shift in various social channels increases the complexities in having real time data, but also represents opportunity.

Specific AI Applications in Real Estate Marketing

Consider these time-consuming, marketing tasks that AI tools can support. Tools marketers can find very useful.

AI tools like Adobe GenStudio for Performance Marketing are well-suited for various marketing needs. One marketing team even doubled digital output when using AI tools. Imagine the big picture impact that a team could have as a result.

"Which marketing tasks should stay human-driven?" in the Real Estate Context

Focus on building and maintaining client relationships. These are key, particularly in real estate.

While an AI chatbot can answer basic questions, complexities for more sensitive situations could need a person. Great customer service includes a proper response to show that a person has concern and understanding emotional cues.

Client Consultations and Negotiations

Imagine advising a young couple who is buying their first home. AI cannot feel their emotions.

Think of negotiations and complexities, too. The customer may need to decide between the best value offer and the best timeline offer.

Here are the points where discussions have great value:

• Understanding clients needs with empathy.

• Addressing their very personalized concerns and sharing ideas for solutions.

• Strategizing together to be most productive with time, for optimal outcomes.

Negotiations are not always perfect. Many factors matter that impact others not included on paper.

High-Touch Property Showings

Property tours and in-person engagement also have great value. Virtual tours have grown in recent times, but buyers generally still prefer stepping into a property.

An agent can answer customer questions and be sure to stay competitive. Human interaction provides great feedback that would otherwise not exist, too.

Community Engagement and Networking

Connecting face-to-face at events with colleagues and customers will drive successful outcomes. Also consider those who help charity events.

AI tools can provide general, public information but do not match human interaction. Networking, negotiating, and creating business relationships help with the general growth of the industry, too.

Hybrid Approach: Finding the Right Balance

The most practical way is to blend both AI and humans together. You may have wondered, "Which marketing tasks should stay human-driven?", and you may have considered the best use of AI. Generative AI could greatly help any marketing success for companies.

The American Marketing Association, along with Lightricks, shared data showing that almost 90% of marketers used Generative AI tools. Those same AI tools continue to evolve and provide even more capabilities. Lightricks, is even shifting how visuals are produced.

The data shared from that American Marketing Association study aligned with a recent Wharton study on GenAI usage. GenAI use increased from 37% (in 2023) to 73% (in 2024). Generative AI tools continue to make a greater impact for marketing professionals.

Delegate Routine Tasks to AI

Consider how general scheduling, market analysis, and general social media management could help you. You will have even more free time, when many of the more time intensive tasks get assigned to AI. Here are a few to consider:

• Automated Email Marketing: AI can help with email marketing campaigns that send routine data to a general target audience.

• Social Media Content Scheduling: Managing different campaigns could become cumbersome. AI has great benefit here.

• Chatbot Initial Response: For those questions that could be quickly answered without having any confidential context, this could work.

Focus Human Effort on Relationship Building

Utilize great skill with the clients and drive successful relationships. Follow-up consistently and be sure to stay competitive. Discuss events that require human presence.

Many great real estate professionals focus on having things stay human. They have learned how best to find that balance to drive successful outcomes. They realize having support, where AI could have impact in routine and repetitive work, only allows for them to stay, stay, and stay more relevant in the areas that matter most to their growth.

FAQs about Which marketing tasks should stay human-driven?

What are the basic human needs in marketing?

Basic human needs include showing great empathy and connecting well with customers. Understanding emotional needs are most important.

What is the 3-3-3 rule in marketing?

The "3-3-3 rule" in marketing does not appear to have real context.

What is human based marketing?

Human based marketing is having more personal context with all communications. Connecting emotionally has extreme relevance. Humans provide a more personal, unique value in discussions with other humans.

What are human to human marketing strategies?

Having meetings with actual humans and sharing useful feedback helps drive discussions. Public relations skills at community events help others know that you are personally committed and requires human follow-up.

Conclusion

Think again through, "Which marketing tasks should stay human-driven?". Find a good mix of AI and human efforts for your work style.

AI could easily handle the social media and the general property descriptions. But you, as the human, will continue having real impact with client relationships. That personal connection will continue making a big difference for marketing success, and it requires human attention.

AI is becoming a very powerful tool, for marketing professionals. People truly drive successful business. Finding a good mix of AI support and your core human engagement skills can help define future results.

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