Artificial intelligence (AI) is changing the way real estate professionals approach marketing, communication and client engagement.
In a recent episode of Real Estate Real Talk, Matthew Rathbun, CRS, explained that AI works best when paired with human insight and intentionality. From creating long-term client nurture plans to simplifying content creation, AI tools can help agents save time and improve consistency.
Rathbun emphasized that technology should support—not replace—the human side of real estate. He also encouraged agents to focus on understanding their audience, refining their brand voice and learning how to properly prompt AI tools for stronger, more personalized results.
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