By Kevin Hawkins with Korey Hawkins | Vol. 3 Issue 4
REAL AI is a human-created weekly roundup of all things related to artificial intelligence in real estate and emerging AI innovations in other sectors likely to impact our industry. We post a new edition every Friday, and our free newsletter is delivered every Monday. Please subscribe here!
The state of AI in real estate marketing
As artificial intelligence reshapes real estate marketing, at the Inman Connect NY conference this week industry leaders are urging agents to experiment, integrate, and refine their AI use.
One standout panel, moderated by Craig Rowe of Inman, featured Boris Geheniau (Fundament All Media) and Marc-Antoine Juarez (CoreLogic), sharing key insights into AI’s transformative role in real estate marketing.
AI is table takes, not a fad
Geheniau addressed real estate agent skepticism by likening AI to a smartphone camera, saying, “If you just use the basics, you can take great photos. But if you explore its full capabilities, you can produce truly stunning images. AI in real estate marketing works the same way: start small and build from there.”
In a prior panel, OpenAI’s Ashton Summers demonstrated just that with its Sora AI video tool, showing how a still photo of a property’s outdoor basketball court can be turned into a video, complete with an AI-generated teenager walking on it and dribbling a basketball.
CoreLogic’s Juarez reinforced AI’s staying power, noting how previous tech innovations, like social media, became indispensable warning that real estate agents who ignore AI, risk falling behind.
AI for all
For agents still hesitant about AI, Geheniau shared a personal story about his 80-year-old father, whom he called, “a bit of a nutty professor – always asking ‘why’ and ‘how.’”
Geheniau introduced his dad to ChatGPT, and a few days later, he called his mother and asked, “‘How’s Dad?’ My mother said, ‘He’s talking to his new best friend.’ Turns out, my dad now has deep conversations with AI about things like the electric effect of thunderclouds. My mom is thrilled because now he has someone else to talk to!”
His point? If an 80-year-old can embrace AI, so can anyone.
Predictive analytics: an underrated advantage
One of the biggest missed opportunities in real estate marketing today? Take a look beyond ChatGPT to another branch of AI, predictive analytics, built into CoreLogic tech.
In explaining the value, Juarez said, “Instead of blasting marketing messages to an entire neighborhood, why not target homeowners with a high likelihood of selling? Predictive analytics reduces costs while improving conversion rates: this is where AI provides real value.”
Geheniau noted the recent announcement by one MLS to require floor plans with every listing, which can unlock new data that benefits agents.
“The data from floor plans can drive smarter listing presentations, enhance virtual tours, and fuel AI-driven marketing campaigns,” he said.
Responsible AI: privacy matters
“With AI’s expansion comes concerns over privacy and responsible use,” noted Juarez. “Agents need to know where their clients’ data is going and demand responsible AI practices from vendors,” he said.
Adapt or fall Behind
“It’s never too late to step on a train. But it’s more dangerous to step in front of one,” quipped Geheniau.
Juarez agreed: real estate agents who embrace AI today will lead tomorrow. Those who hesitate? They may be left behind. (-Kevin)
AI Agents for real estate agents
Also at Inman Connect New York this week, executives from OpenAI and Sidekick took the stage to discuss how AI agents are evolving from simple chatbots like ChatGPT to powerful tools that can automate tasks, analyze market data, and, eventually, revolutionize real estate workflows.
Speakers Michael Martin (Sidekick) and Ashton Summers (OpenAI) shared the latest AI advancements and practical applications for real estate agents.
AI is nearly ubiquitous among real estate agents
AI adoption in real estate is no longer a question of “if” but “how much.” Martin referenced a Delta Media study showing that 80% of agents already use generative AI tools like ChatGPT in some form.
“AI has taken the industry by storm,” he said. “And with new capabilities, it’s becoming an indispensable tool for agents who want to stay competitive.”
Transition from chatbots to intelligent AI Agents
Summers highlighted how AI is transitioning from basic chat-based models to agentic AI, also called AI Agents, which take multiple actions on behalf of the user.
“Think of it like having a super-smart intern who can pull data, summarize market insights, and even schedule meetings – without constant back-and-forth,” he explained.
Sidekick’s AI pitch
Martin showcased how Sidekick, built on OpenAI’s technology, integrates with MLS data and real estate workflows.
His verbal search example: “Show me the 10 newest leases in LA between $5,000-$10,000/month,” producing results in seconds.
Another use: market intelligence on demand. Real estate agents can ask Sidekick to analyze neighborhood trends and instantly generate rent vs. buy comparisons or churn out a custom mortgage amortization schedule.
Add in assistance in drafting personalized emails or creating summaries and reports, which all add up to saving agents hours. “These tools aren’t just answering questions: they’re taking real actions,” Martin said.
“AI is getting stronger every day,” Martin concluded. “The agents who experiment now will be the ones leading the industry tomorrow.”
The AI messages at Inman Connect are clear: AI isn’t replacing agents, it’s giving them a new superpower.
Editor’s Note: During the last day of Inman Connect, OpenAI released Operator, their first AI Agent, touting it can book your dinner reservations or automatically order your groceries for you. Only available, for now, to ChatGPT Pro ($200 a month) users. It is in its very early stages but kicks off 2025, what we call The Year of the AI Agent (or if you prefer, Agentic tech – Kevin).
AI Facts and Stats
- 33% of enterprise software applications will incorporate agentic AI by 2028 – Gartner
- There will be 116.8 million US generative AI users in 2025 – eMarketer
- 46% of marketing executives worldwide believe generative AI will significantly enhance real-time decision-making capabilities – Coleman Parkes Research
- 30% of Chief Marketing Officers worldwide say insight generation is their top use case for generative AI budget priorities – Boston Consulting Group
- 66% of customer service reps spend their time on non-customer-facing tasks – Salesforce
Source: eMarketer (-Korey)
AI Headlines
Ignore the fluff when using artificial intelligence, technologists advise | 1/22/25 Inman
Marc-Antoine Juaneda of CoreLogic and Boris Geheniau of Fundament All Media share their insights on how real estate professionals can best leverage AI.
The iPhone 16 is getting a neat Apple Intelligence upgrade with iOS 18.3 – here are 3 new tricks I’m excited about | 1/22/25 TechRadar
Apple’s Visual Intelligence: add a calendar event from a flyer, identify animals, even help manage allergies.
How the Biggest PropTech Companies are Integrating AI Into Their Products | 1/21/25 Propmodo
AI add-ons are on the rise for PropTech firms.
Navigating Trust Challenges with AI Disclosure | 1/17/25 PR News
A look at how to bridge the trust gap with AI disclosures.
Take a look inside the Inside AI-Transformer Homes that could push RVs to the curb | 1/21/25 New York Post
Check out what could be the tiny home of the future.
Announcing The Stargate Project | 1/21/25 OpenAI
Stargate will invest $500 billion over the next four years in building AI infrastructure using OpenAI.
Bonus:
Watch: World’s first human-like walking humanoid robot takes a stroll in China | 1/20/25 Interesting Engineering
Check out the video.
AI Quote of the Week
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