{"id":4504,"date":"2023-07-13T17:07:42","date_gmt":"2023-07-13T17:07:42","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2023\/07\/13\/q3-2023-brokerpulse-brokers-still-leery-about-using-ai-for-real-estate-marketing\/"},"modified":"2025-03-13T02:52:07","modified_gmt":"2025-03-13T02:52:07","slug":"q3-2023-brokerpulse-brokers-still-leery-about-using-ai-for-real-estate-marketing","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2023\/07\/13\/q3-2023-brokerpulse-brokers-still-leery-about-using-ai-for-real-estate-marketing\/","title":{"rendered":"Q3 2023 BrokerPulse: Brokers still leery about using AI for real estate marketing"},"content":{"rendered":"\n<div class=\"infogram-embed\" data-id=\"b2ec0656-5f38-4b8f-986c-e01ae331885e\" data-type=\"interactive\" data-title=\"Q3 2023 RT Broker Pulse\"><\/div><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script>\n\n\n\n<p>While real estate brokerage leaders are embracing artificial intelligence (AI), they are doing so cautiously, according to RealTrends Q3 2023 BrokerPulse survey. About one-fourth of respondents said that they are not interested in using it, or are actively staying away from AI, the majority are exploring ways to use it. &#8220;It&#8217;s a new thing in our industry, although I can see the merits given how other technology has helped,&#8221; said a California-based independent broker. <\/p>\n\n\n\n<p>A Colorado-based independent broker-owner shared similar sentiment, &#8220;It&#8217;s an interesting concept. We are trying to figure out uses and kicking it around.&#8221;<\/p>\n\n\n\n<p>However, those leaders who are implementing AI are using it for newsletters, blog posts, listing copy, business planning and other marketing content creation. &#8220;We are teaching agents what we have learned so far, but are currently only using it in property descriptions,&#8221; said a Realty ONE broker-owner. Overwhelmingly, they agreed that AI is a tool and will not replace the person.<\/p>\n\n\n\n<p><strong>RealTrends BrokerPulse<\/strong>\u00a0requests surveys from some 19,000+ real estate brokerage leaders around the nation on market trends and brokerage opportunities and challenges. Of the 118 completed surveys, 27% were from the Southeast, 25% from the Southwest, 21% from the Midwest, 16% from the Northeast and 10% from the Northwest. RealTrends BrokerPulse is a forward-looking, quarterly survey.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Housing market outlook<\/h2>\n\n\n\n<p><a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/lennox-scott-on-how-each-generation-of-leaders-innovates\/\" target=\"_blank\" rel=\"noreferrer noopener\">Real estate leaders<\/a>\u00a0surveyed for the\u00a0RealTrends Q3 2023 BrokerPulse\u00a0were much less pessimistic about today\u2019s housing market outlook in the third quarter. Only 14% said they were pessimistic, compared with 19% in the <a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/brokerpulse-q2-2023-threats-and-opportunity-in-the-housing-market\/\" target=\"_blank\" rel=\"noreferrer noopener\">Q2 2023 survey<\/a>. Some 41% were optimistic and 40% were neutral.<\/p>\n\n\n\n<p>In addition, 25% (down from 30%\u00a0last quarter) <a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/mid-year-housing-market-signals-for-the-rest-of-2023\/\" target=\"_blank\" rel=\"noreferrer noopener\">predicted the market<\/a>\u00a0would be down more than 5% this quarter. In the first quarter of 2023, a whopping 66% of those surveyed who felt the market would be down in the first quarter. In Q3 2023, some 50% (up from 39%) said the market would be flat, while 25% (down from 32%) thought the market would be up more than 5% in the third quarter.<\/p>\n\n\n\n<p>When it comes to home prices, 53% thought home prices would flat in the third quarter, while 35% predicted home prices will be up more than 5% and 13% predicted they would be down more than 5%.<\/p>\n\n\n\n<p>Some 25% (down from 48%) of respondents predict that interest rates will go up this quarter. The same percentage of respondents (25%) said they think rates will go down.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-productivity-motivation-and-regulation-are-key\">Productivity, motivation and regulation are key<\/h2>\n\n\n\n<p>Brokers continue to prioritize increasing\u00a0<a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/pinnacle-realty-advisors-ceo-on-brokerage-as-a-service-business-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">agent productivity<\/a>\u00a0and looking for ways to keep agents motivated as we move through this uncertain market.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2023\/07\/Screenshot-2023-07-13-at-1.01.19-PM.png\" alt=\"Screenshot-2023-07-13-at-1.01.19-PM\" class=\"wp-image-54700\"\/><\/figure>\n\n\n\n<p>Other challenges rounding out the top five were keeping reducing operational expenses, pressure on net and\/or gross margin and rising interest rates.<\/p>\n\n\n\n<p>Of course, as in all markets, recruiting and retaining agents are top mentions when asked about priorities.<\/p>\n\n\n\n<p><strong>RealTrends<\/strong>\u00a0also publishes\u00a0<a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/category\/agentpulse\/\" target=\"_blank\" rel=\"noreferrer noopener\">AgentPulse survey<\/a>\u00a0which will help brokerage leaders gauge what agents understand about the technology and marketing solutions they find important and offer agents a temperature of the market.\u00a0<\/p>\n\n\n\n<p><em>If you have questions about\u00a0<strong>BrokerPulse<\/strong>, email HWMedia&#8217;s Senior Director of Data and Content Tracey Velt at\u00a0<a href=\"mailto:tracey@hwmedia.com\" target=\"_blank\" rel=\"noreferrer noopener\">tracey@hwmedia.com<\/a>. Also, be sure to\u00a0<a href=\"https:\/\/preprod.realtrends.com\/blog\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">sign up for RealTrends Daily, a roundup of news, tips and strategies for success<\/a>.<\/em>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While real estate brokerage leaders are embracing artificial intelligence (AI), they are doing so cautiously, according to RealTrends Q3 2023 BrokerPulse survey. About one-fourth of respondents said that they are not interested in using it, or are actively staying away from AI, the majority are exploring ways to use it. &#8220;It&#8217;s a new thing in [&hellip;]<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[19],"class_list":["post-4504","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Q3 2023 BrokerPulse: Brokers still leery about using AI for real estate marketing - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"Real estate leaders\u00a0surveyed for the\u00a0RealTrends Q3 2023 BrokerPulse\u00a0were much less pessimistic about the 3rd quarter housing market outlook.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/preprod.realtrends.com\/blog\/2023\/07\/13\/q3-2023-brokerpulse-brokers-still-leery-about-using-ai-for-real-estate-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Q3 2023 BrokerPulse: Brokers still leery about using AI for real estate marketing\" \/>\n<meta property=\"og:description\" content=\"Real estate leaders\u00a0surveyed for the\u00a0RealTrends Q3 2023 BrokerPulse\u00a0were much less pessimistic about the 3rd quarter housing market outlook.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/preprod.realtrends.com\/blog\/2023\/07\/13\/q3-2023-brokerpulse-brokers-still-leery-about-using-ai-for-real-estate-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - 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