On this week’s episode of the RealTrending Podcast, host Tracy Belt speaks with Tiffany Marroquin, Head of Growth and Innovation. JPAR Real Estate. They will discuss the utility of artificial intelligence (AI) in the real estate industry and JPAR’s solutions designed to improve the performance of agents and brokers.
This conversation has been edited for length and clarity. To begin, Marroquin explores his early involvement with artificial intelligence.
Marroquin: It goes back to growing up as a Millennial in an era of great technological advances and watching my parents wake up before sunrise, take long commutes, and come home late at night. I always thought there had to be a better way. And in the beginning, that led me into real estate.
belt: Let’s talk about how we’re leveraging AI and machine learning to improve the experience at JPAR and its affiliates.
Marroquin: I hosted a workshop I like to call “Creating a Second Business Brain.” This is the knowledge base entered into ChatGPT and you will be creating your own custom GPT for your business. And it can be used for so many different things. Useful if you don’t like giving instructions to AI. It already includes a lot of business information so you know exactly what you want.
The other thing we’ve done, which is helpful for affiliates as well as agents, is we’ve taken a personality profile and used AI to turn it into a quiz. Matched with our internal technology, resources, and training, we tell agents which training route to take based on their personality type.
Another is the ability to retrieve transcripts from past trainings. YouTube Then turn it into a knowledge base, another training, or social media content.
belt: How has technology and innovation actually shaped your strategy for scaling your business?
Marroquin: I don’t think it’s really important to do more than that. It’s about doing things smarter. The key is to actually assess your business and discover where AI and automation can provide strategic support. It’s like having a digital co-pilot who understands the DNA of your business, giving your experts time to build relationships and create value.
belt: What do you think are the most efficient or impactful ways agents can use AI in business?
Marroquin: Certainly, there’s more to it than just creating a list presentation. So if you’re a broker and you want to compile information for your agents, it’s probably a little bit better to keep records. Let’s say you’re a top production agency and have a lot of clients. Instead of having to go into the MLS and search it yourself and pull those names and email them to your clients, you can actually automate that process and use AI. You can actually scrape data from the MLS, tailor it to your client’s needs, and even send emails from drafts.
To conclude the conversation, Marroquin reflects on industry-wide changes in AI and technology usage in 2024. She urges real estate companies to embrace this change and view AI as a collaborative partner rather than a threat.
Marroquin: I think that’s exactly what hyper-personalization can be achieved by leveraging various types of AI. It’s so exciting because there’s literally something new coming out every day, every month. There are various tools. You get to the point where you can’t tell the difference.
