In this week’s episode of the RealTrending podcast, host Tracey Velt sits down with Tiffany Marroquin, head of growth and innovation. JPAR Real Estate. They discuss the use of artificial intelligence (AI) in the real estate industry, and JPAR solutions designed to improve agent and brokerage operations.
This discussion has been edited for length and clarity. To kick things off, Marroquin explores his early involvement with artificial intelligence.
Marroquin: It goes back to growing up as a millennial at a time when there was a lot of technological advancement, and seeing both of my parents get up before sunrise, take those long commutes and come home late at night. I always thought there had to be a better way. And initially, it led me to real estate.
Vel: Let’s talk about how you use AI and machine learning to improve the experience of JPAR and its subsidiaries.
Marroquin: I’m holding a workshop where I like to call it, “creating a second business brain,” which is the knowledge base embedded in ChatGPT, and you create your own custom GPT for your business. And that can be used for many different things. It’s helpful if you’re not good at informing AI. Since he already has a lot of knowledge of your business, he will know exactly what you are looking for.
Another thing we’ve done – which helps our agents, not just our agencies – is to take a personal profile and answer questions with AI. It’s matched with our in-house technology, resources and training, telling agents which training route to take based on their personality type.
Another is the ability to pull texts from previous training or YouTube and turn it into a knowledge base, unique training or social media content.
Vel: How has technology and innovation shaped your business growth strategy?
Marroquin: I don’t think it’s about doing more. It’s about doing things smart. The key is actually going through an audit of your business and finding out where AI and automation can provide strategic support. It’s like having a digital pilot who understands the DNA of your business, giving professionals time to build relationships, create value or more.
Vel: What do you see as the most effective or impactful ways agents can use AI in their businesses?
Marroquin: It’s definitely more than just writing a list presentation. So, if you are a seller and you want to consolidate the information of your agents, it is probably a little better if you take the documents. Let’s say you are a very productive agent and have many clients. Rather than going in and searching the MLS yourself, and having to pull those words out and email clients, you can automate that process and use AI. They can process data from the MLS, match that with their clients’ needs and send emails from the draft.
To round out the discussion, Marroquin examines industry-wide changes in AI and technology use in 2024. He urges real estate companies to embrace change and view AI as a collaborative partner, not a threat.
Marroquin: I think it’s the hyper-personalization that you can get by using different types of AI. It’s exciting because literally every month, every day, something new comes out. There are many different tools. It will get to the point where you won’t be able to tell the difference.
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