Artificial Intelligence Can't Create Marketing Content

Real Estate Broker/Owner with Intero Real Estate CA BRE #01191946

The purpose of blogging is often lost on the agents who want the benefits of writing without the work. These agents are the ones who subscribe to services that automate posts to social media accounts and the like. I recently read a comment by an agent who suggested marketing content itself could be fully automated using artificial intelligence (AI).

Never gonna happen!




Dumb Smart Machines

Let's assume that the state of AI achieves the ability to actually write marketing content. Then assume you could tell that AI to write about something relevant to your business. In this twisted fantasy, I beg you to envision that the AI is smart enough to get the context of the content it's writing. That means the AI knows it should alter the content for Silicon Valley which is an entirely different market than, say, Nashua New Hampshire.

Now, the AI has written original content for your blog.

It's also useless.

Just as useless as the content you posted from a ghostwriter.

Why? Because it's not from you.


Connections Through Words

The point of a blog is to express yourself and connect with prospects or clients. It's not for everyone which is why a lot of great agents never do it. That's fine. Faking it is a waste of time.

Consumers can smell BS from a mile away. If you have someone (or AI) write a blog that the connects with consumers it's not going to be an honest representation of you. When the consumer calls wanting to hear from the person behind the article, they may not hear the same voice on the phone that was in the article.

When that happens, you run the risk of losing them. Plus, it's not your heart and sentiment in the article. It's just words, not personal. That's the point of the article in the first place, to represent you.


Skip the ghostwriter.

Give up on the AI fantasy.

Write from the heart and connection with your clients.



Re-Blogged 4 times:

Re-Blogged By Re-Blogged At
  1. Ginger Harper 07/13/2015 10:44 PM
  2. Elite Team 07/14/2015 01:42 AM
  3. John DL Arendsen 07/14/2015 04:25 AM
  4. Winston Heverly 10/17/2015 01:29 PM
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Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

I see Artificial Intelligence most hides in people of all places

Jul 13, 2015 11:50 PM #38
Bryan Robertson
Intero Real Estate - Los Altos, CA
Broker, Author, Speaker

Thanks for all the great comments - both pro and con (yes, I'm fine with disagreement)

Mr. Walton - Could not have said it any better :)

Jul 13, 2015 11:54 PM #39
Bryan Robertson
Intero Real Estate - Los Altos, CA
Broker, Author, Speaker

Marte Cliff - Ya know what, you're right, for some topics. For articles such as a area profile getting those ghostwritten is perfectly fine. I've done it. It's for the day-to-day, market insights, how to buy and sell in an area, etc that I think really need to be from the agents themselves.

Good comment :)

Jul 13, 2015 11:58 PM #40
Paul S. Henderson, CRS, REALTOR®,
RE/MAX Professionals. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

Bravo Bryan, at least if you use AI or a ghost writer pieces please (PLEASE) read and edit the material before you post it. I read one post, some years ago, where the author left (your name here) and (the city name here) through out the whole post and it got featured

Jul 14, 2015 12:11 AM #41
Erick Blackwelder
Cell: 703-677-1120 - Woodbridge, VA
Text or call Erick now at 703-677-1120.

I'd like to see AI try to write ads using emotional response marketing.



Jul 14, 2015 12:16 AM #42
Robert Smith
Preview Properties, PC - - Brighton, MI
SRES, Search for Homes Brighton-Howell-SE Michigan

Ghostwriters - no.

AI - maybe good for 'hits' and 'views' but not for conversions.

I agree with the above comments, which seem to be unanimous.  Do it yourself, show your value.

Jul 14, 2015 12:27 AM #43
Theresa Akin

I agree with Paul Henderson, if you're going to use a ghostwriter, you had better edit the ghost. Much could be missed and make absolutely no sense or worse and you would have no idea what they were writing about. That's how I feel about some of the political  speeches, past and present.

Jul 14, 2015 12:53 AM #44
Karen Fiddler, Broker/Owner
Karen Parsons-Fiddler, Broker 949-510-2395 - Mission Viejo, CA
Orange County & Lake Arrowhead, CA (949)510-2395

I'm not worried! No one can write the way I can and the insights from experience cannot be mimicked by a machine. 

Jul 14, 2015 01:31 AM #45
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

Thanks Bryan. I really do think there's a difference in the materials, and absolutely think AR is the wrong place for a ghost written post. I also agree with those who say you should read and edit material you buy. 

One of my clients had signed up for posts about short sales and he would send them to me for a re-write before posting them. Every now and then I'd write back and say "I don't think you want to use this - it's NOT your philosophy." Then he'd read it and agree.

Meanwhile, one day I decided to do a search for the first sentence in one of those posts. I found it on several individual blogs, and then was shocked to find more than a dozen copies of it right here on AR - and not one of them admitted that it was not their own content. 

Jul 14, 2015 01:48 AM #46
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Brian an IA writing blog post would be like a Zestimate!  Except probably not as popular.

Jul 14, 2015 02:10 AM #47
John Novak
Keller Williams Realty The Marketplace - Las Vegas, NV
Henderson, Las Vegas and Summerlin Real Estate

Completely agree. AI and ghostwriters will never beat an informed, on-the-ground local author for authentic local content. I've seen others try to use Wikipedia or CityData and fail miserably.

Jul 14, 2015 02:28 AM #48
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

I can't understand why anyone would want to have someone else write their posts for them. It wouldn't be YOU! It would be a surpise to them when and if they do make the call to talk to you.

Jul 14, 2015 02:50 AM #49
John DL Arendsen
TAG Real Estate Sales & Investments, ON THE LEVEL General Contractor, Crest Homes Factory Built Housing Developer - Leucadia, CA
TAG Real Estate Sales & Investments Coastal Living

Couldn't agree with you more and this comes from the husband of a used to be very successful ghost writer. If folks can't take the time to write and publish their own work they just shouldn't do it. It's tantamount to an NFL QB hiring someone to throw passes for him. 

Jul 14, 2015 04:23 AM #50
Lottie Kendall
Today | Sotheby's International Realty - San Carlos, CA
Serving San Mateo County and San Francisco

Everyone has a voice and viewpoint, write from the heart, let your voice be heard, let people get to know you.

Jul 14, 2015 04:43 AM #51
Kat Palmiotti
Grand Lux Realty, 914-419-0270, - Monroe, NY
The House Kat

If words are going to be written with my name attached to them, they are definitely going to be my own words. I don't understand ghost written blogs - they seem worthless to me.

Jul 14, 2015 09:23 PM #52
Laura Allen, Lake Tahoe - Truckee Real Estate for Sale
Coldwell Banker, Tahoe City, CA (530) 414-1260 - Tahoe City, CA
Tahoe Real Estate Agent Helping Buyers and Sellers

Bryan Robertson - There are three things that I have learned by blogging - first, there are not short-cuts, two, it takes time, effort, and tapping into what is inside your local knowledge base, and three, if you do the work, the business will come. Great post!

Jul 15, 2015 06:53 AM #53
Debe Maxwell, CRS | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Bryan Robertson - I have people tell me all the time to have someone handle my social media accounts for me.  To that I say exactly what you said - when the online folks call, you want them to talk to the person who actually WROTE the content that they've been drawn to!  They're not looking for anyone else, they're looking for YOU!   

Jul 15, 2015 02:10 PM #54
Kathleen Daniels
KD Realty - 408.972.1822 - San Jose, CA
San Jose Homes for Sale - Probate Broker

Bryan, I could not agree with you more on this topic.  People are connecting to what we write which reflects our personality.

Jul 16, 2015 07:02 AM #55
Winston Heverly
Winston Realty, Inc. - Atlantis, FL

Loved your read today, hope this becomes a beautiful & successful week.

Nov 05, 2015 12:18 PM #56
Mark Don McInnes, Sandpoint
Sandpoint, ID
North Idaho Real Estate - 208-255.6227

Good post and have to say I really enjoyed Paul Henderson's comment.  Mark

Jun 28, 2016 12:34 PM #57
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