Avoiding a sea of sameness': Small real estate teams talk AI

"We have automated emails going out, drip campaigns, he said. But agents have to know the scheduling of that drip campaign. If they have a conversation with someone today, [they had] better make sure an email doesn't go out tomorrow saying, Hey, haven't talked to you forever.' Franco founded the five-member Michael J. Franco Group in 2013 and joined Compass in 2019. He's using AI for a range of marketing content, but never as a complete human replacement."

"Funk warned that too many agents are letting AI do all the talking creating formulaic copy that's easy to spot. I don't know if you scroll around on Zillow or anything, but there's a sea of sameness in the listings, he said. Agents will throw something in ChatGPT, and they will immediately push it. It goes from ChatGPT to print. Over time, you start noticing that. Not every home should start out with Welcome to 123 Banana Street.' You start seeing that pattern."

"The solution, he said, is to train AI to reflect authentic, human communication methods unique to a particular team or team member. You have to train it and you can't just open up ChatGPT and say, Write me a listing remark,' Funk said. It'll do it, but it's not going to do it right for you. And it needs to know who you are and how you talk."

Automated emails and drip campaigns require careful scheduling and monitoring to avoid sending inconsistent follow-ups immediately after a live conversation. AI can generate a wide range of marketing content, including listing descriptions, postcards, brochures, flyers, and newsletters, but should not replace human oversight. Overreliance on generic AI output produces formulaic, recognizable listings that create a sea of sameness and risk damaging credibility. Effective use of AI demands training models to reflect authentic, team- or individual-specific communication styles. Clear boundaries must be maintained between AI-generated content and human interaction, and some clients may assume messages are AI-written.

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