AI and CRE Marketing


How AI-Focused Marketing Will Change Everything for Commercial Real Estate

February 13, 2024

Imagine if Siri or Alexa could help your marketing be more agile, help you think outside the box, and provide nuanced conversations with campaigns

In 2024, Artificial Intelligence (AI) will do this and more. And it certainly is more than just a tech trend; it’s a vital part of marketing moving forward, offering long-term solutions to meet marketing challenges. In industries like real estate, the built environment, or ACE (Architecture, Construction, and Engineering), AI provides pivotal insights, guiding businesses to craft innovative marketing strategies that can personalize communications for specific audiences.

Think of AI as not just another tool – but a collaborative marketing partner. 

AI can provide efficient analytics and insights, offering a new lens to view customer journeys, digital advertising, and more. Regardless of the size of your marketing team, efficiency is the ultimate goal we all aim for. We are constantly looking for ways to enhance our processes, streamline our strategies, and enhance our results.

Download the Radiant AI Guide for B2B Marketers and learn more

AI isn’t about replacing our own creativity; it’s about enhancing it. When combined with human creativity, AI’s precision creates a synergy that breathes new life into every marketing strategy, unlocking fresh opportunities for success in the ever-evolving commercial real estate sector.

AI-Focused Marketing Will Shape New Insights into Reaching Customers Effectively

Commercial real estate (CRE) has mostly been driven by sales with marketing-specific property features. If the need is there, they will respond. But the world has changed dramatically, with more insights now available on customers’ specific needs through in-depth research using AI. In addition, AI’s integration into CRE marketing revolutionizes how CRE marketers engage with and understand their audience segments. Tools like Jasper, Grammarly, and WRITER are reshaping content creation, allowing marketers to tailor brand-specific messages with unprecedented precision​​. 

“With all generative AI applications, the key for real estate owners and users will be to create the right prompts to connect insights across essential elements such as human experience, real estate performance, and sustainability to learn and address new opportunities,” says Albert Ovidi, Chief Operating Officer, Markets, Asia Pacific, JLL.

One of the most significant advantages of Generative AI in CRE marketing is its ability to personalize content for a target audience. With advanced algorithms, AI can analyze vast amounts of data to create customized messages that resonate with specific demographics or individuals.

Enhancing The Customer Journey With Personalized AI Marketing

Understanding the customer journey on websites is crucial in CRE. AI tools can now analyze website interactions, providing insights into customer behavior and preferences. This data is invaluable for shaping targeted marketing campaigns and enhancing user experience. 

AI-driven analytics in CRM systems like Hubspot, Microsoft Dynamics 365, or SharpSpring enable marketers to segment audiences more effectively and predict customer needs more accurately, driving personalized marketing efforts.

Streamlining CRM and Data-Driven Marketing Analytics

One of the most significant advantages of using AI-driven marketing strategies in commercial real estate is its ability to analyze large amounts of data. With the help of machine learning algorithms, AI can quickly process vast databases and extract valuable insights that would have taken humans much longer to discover. This saves time and allows businesses to make informed decisions based on accurate and comprehensive data.

Example: Taiyo.AI is a technology startup that launched from Berkeley SkyDeck in 2020. Their AI platform revolutionizes how infrastructure data is managed and utilized for the built environment. The platform can conduct complex analyses of global infrastructure information, transforming how businesses and governments comprehend and act on diverse data sets. Read more about how Radiant crafted a marketing strategy and a new website to showcase its platform.

Also, AI features like ChatGPT’s ‘Ask Your PDF’ Plugin make extracting data from documents easier, enhancing information management efficiency by quickly summarizing key topics from 20+ page PDFs in seconds.

AI is Revolutionizing Email & Digital Advertising

AI is making communication more personalized and effective in email marketing and digital advertising. Most email marketing platforms, such as Constant Contact’s Sharpspring, can create customized marketing emails and social media ad content, helping boost engagement rates. AI platforms like Voicebooking, and Resemble AI offer unique voiceover capabilities for digital ads, adding a new dimension to marketing content​​.

RadiantThinking:

We created a free downloadable guide with insights from key experts to help B2B marketers navigate the marketing opportunities and uncertainty with AI (download the free AI PDF here). Here are some ideas to get you started:

  1. Identify Goals: Before diving into AI implementation (or any marketing campaign), it’s crucial to identify clear goals and objectives for using AI in your marketing strategy. This will help guide the selection and implementation of AI tools and software.
  2. Assess Resources: AI requires both human skills and technological resources to be successful. Evaluate your current team’s capabilities and any additional resources or training that may be necessary for utilizing AI effectively.
  3. Understand Customer Personas: AI can assist in understanding your customers’ needs through targeted queries and follow-up on specific interests. This information can be used to create highly targeted campaigns that reach the right individuals and businesses with personalized offers. 
  4. Partner with Experts: Working with a trusted marketing agency, like Radiant, can provide valuable expertise and support in implementing AI in your marketing strategy. Finding an agency team that understands the complexities of AI can help you navigate through its various applications for your specific industry.
  5. Start Small: It’s best to start small and test the waters before fully integrating AI into your marketing strategy. Choose a specific use case and measure its effectiveness before scaling up.
  6. Learn and Adapt: Be open to learning from your AI implementation and making necessary adjustments for continuous improvement. This technology constantly evolves, and staying updated on new developments can help businesses stay ahead of the curve.

Navigating the AI Marketing Landscape

As we delve deeper into the benefits of AI in CRE marketing, the potential for innovation and efficiency is boundless. Marketers equipped with AI tools are set to lead the charge in this new era, crafting compelling narratives and strategies that resonate in a digitally driven marketplace.

Discover more, download the Radiant AI Guide for B2B Marketers here

Radiant can help you explore, test, and see what’s possible.

RadiantBrands is a strategy-driven branding and digital marketing agency. Located in the heart of innovation — the San Francisco Bay Area — we have the expertise and tools to help you navigate through today’s complex business landscape. 

We offer the best of both worlds: innovative branding and marketing approaches and deep expertise combined with data-driven insights powered by AI. We don’t see these as separate; they are complementary forces that elevate your brand to new heights.