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Somethings in Marketing are Good & Bad at the Same Time!!

By
Real Estate Technology with http://www.medicalandspaconsulting.com

I recently was asked to review a new marketing program for a major real estate firm. They wanted me to review the effectiveness and comment on whether it is a sound policy.  I asked others on my staff and outside of my team to comment as well. 

The results were pretty much 50/50 so the program is good and bad....seems like a Schrodinger scenario (my profile background photo). 😀

The program utilizes AI to determine the accent/dialect of callers and then instantaneously, the AI agents adopt the same accent to make the caller feel more comfortable (assuming it works and it does). 

Soooo, is this a valuable tool or ??? The constructive comments opposed to it felt that it was demeaning and manipulative (or worse).  Some felt that it was prejudicial. 

The positive comments were such that anything to improve communication is good.  

My comments were to try and and utilize surveys to determine reaction.

Incidentally, the software is really cool!!!

Posted by

Paddy Deighan JD PhD

Comments(5)

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Nick Vandekar, 610-203-4543
Realty ONE Group Advocates 484-237-2055 - Downingtown, PA
Selling the Main Line & Chester County

Interesting, I wonder how customers will feel about this. I do know from personal experience, I hate dealing with a machine, whatever accent it speaks in and prefer to deal with a live person.

Aug 22, 2025 12:30 PM
Paddy Deighan MBA JD PhD

I agree with you, Nick...the AI chat agents are the most annoying to me so I raise my voice and they connect me to a REAL person!!

Aug 22, 2025 12:37 PM
Dennis Neal
Exp Realty of Southern California, Inc. - Big Bear Lake, CA
Your Home Sold in 21 Days or We Sell It For Free

Hi, Paddy. I always enjoy your thought provoking posts. This raises a fascinating ethical dilemma. While mirroring accents can potentially build rapport, the practice is often seen as manipulative. Many experts argue that transparency is key to building trust with AI, as opposed to using a deceptive strategy that may create backlash and privacy concerns.

Aug 22, 2025 02:35 PM
Paddy Deighan MBA JD PhD

Dennis, it seems that we are confronted with such issues every day....

Aug 22, 2025 06:32 PM
Kathy Streib
Cypress, TX
Retired Home Stager/Redesign

HI Paddy- I do not like talking to a bot, AI or whatever. I will hang up and/or continue shouting Representative into the phone!!!!   As a consumer, if I walked up to a retail counter and the clerk took one look at me and began speaking in Chinese, I'd laugh, be insulted and walk away. (mainly because I don't speak Chinese)

Aug 22, 2025 04:33 PM
Paddy Deighan MBA JD PhD

That is so funny Kathy....my friend Adam Castro always has people speak to him in Spanish and he does not speak a word of it!!

Aug 22, 2025 06:32 PM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Paddy - consequences, intended and otherwise, continue to exist.  It seems to me that will not disappear with the continuing expansion of artificial intelligence.  

Aug 23, 2025 03:22 AM
Carol Williams
Although I'm retired, I enjoy sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Author, Golfer, Traveler, Retired, Wenatchee, WA

Hi Paddy,
I don't like speaking to AI agents. That goes for the chats, too.  I do find the adoptive language fascinating, though. 

Aug 23, 2025 04:10 AM