JPAR's Tiffani Marroquin explores using AI, ChatGPT for success

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On this week’s episode of the RealTrending podcast, host Tracey Velt sits down with Tiffani Marroquin, head of progress and innovation for JPAR Actual Property. They focus on the utility of synthetic intelligence (AI) for the actual property business, in addition to JPAR’s options designed to reinforce agent and brokerage efficiency.

This dialog has been edited for size and readability. To kick issues off, Marroquin explores her early involvement with synthetic intelligence.

Marroquin: It goes again to rising up as a millennial throughout a time the place there’s main technological developments, and seeing each of my dad and mom waking up earlier than dawn, taking that lengthy commute to work after which getting house late at evening. I at all times simply thought there needs to be a greater manner. And initially, it led me into actual property.

Velt: Let’s speak about the way you’re leveraging AI and machine studying to reinforce the expertise of JPAR and its associates.

Marroquin: I hosted a workshop the place I wish to name it, “creating the second enterprise mind,” which is a information base that has been enter into ChatGPT, and also you’re creating your individual customized GPT for your online business. And that can be utilized for therefore many alternative issues. It helps if you happen to’re not nice with prompting the AI. Because it already has numerous your online business info, it’s going to know what precisely you’re wanting.

One other factor that we’ve additionally finished — which additionally helps our brokers, not simply our associates — is that we’ve taken a character profile and turned it right into a quiz with AI. Matched with our inner expertise, assets and coaching, it tells brokers which coaching route they need to take primarily based on their character kind.

One other one is the power to tug transcripts from previous coaching or YouTube and switch it into both a information base, a distinct coaching or social media content material.

Velt: How have expertise and innovation actually formed your technique for scaling the enterprise?

Marroquin: I don’t suppose it’s actually about doing extra. It’s about doing issues smarter. The secret's really going via an evaluation of your online business and discovering the place AI and automation can present strategic assist. It’s like having a digital co-pilot that understands your online business’s DNA, giving professionals time to construct relationships, create worth or extra.

Velt: What are you seeing as essentially the most environment friendly or impactful ways in which brokers can use AI of their companies?

Marroquin: It’s actually extra than simply writing an inventory presentation. So, if you happen to’re a dealer and also you wish to put collectively info to your brokers, it’s in all probability somewhat higher if you happen to take the transcripts. Let’s say you’re a top-producing agent and you've got numerous shoppers. Slightly than getting into and looking the MLS your self, and having to tug out these names after which e-mail shoppers, you possibly can really automate that course of and use AI. They'll really carry out information scraping off the MLS, match that with their shoppers’ wants and even ship the emails from a draft.

To finish the dialog, Marroquin explores industrywide modifications in AI and expertise use in 2024. She urges actual property firms to embrace the change and think about AI as a collaborative companion, not a risk.

Marroquin: I believe it’s actually the hyper-personalization that you would be able to get from using various kinds of AI. It’s thrilling as a result of actually each month, day by day, there’s one thing new popping out. There’s so many alternative instruments. It’s going to get to the place you gained’t be capable to inform the distinction.