Unlocking the Potential of AI in Mortgage Marketing
Balancing Automation & the Human Touch
By Erica LaCentra
Artificial intelligence (AI) is rapidly transforming the real estate and mortgage industries, revolutionizing tasks from routine data processing to customer service interactions.
However, while AI has found its place in various facets of these spaces, its integration into marketing strategies remains relatively unexplored although, that is quickly changing. As marketers in this space as well as other industries, begin to identify more uses for AI, this raises the crucial question, where can AI seamlessly complement marketing efforts, and where is the human touch irreplaceable?
The Future of Content Creation
As technology and artificial intelligence become more widely accepted in organizations, there is always the concern that tech may ultimately replace the individuals currently tasked with these job functions. With the idea of utilizing AI for content creation becoming more prevalent, content marketers may resist using AI in these areas for fear that their role will become obsolete. However, the potential benefits of AI in content creation cannot be overstated. AI has the capacity to enhance content quality, boost efficiency, and enable marketers to accomplish more, faster.
Artificial intelligence has the potential to shape the future of content creation. It can not only improve the quality of content and make marketers more efficient, but with the use of AI tools, marketers will simply be able to do more on the content front. For example, many notable organizations like The New York Times and Reuters have embraced using Natural Language Generation (NLG) tools, like Acrolinx, Article Forge, and QuillBot AI, which allows AI to “learn” from provided data.
As these AI tools process and learn the data sets and content that is provided, these tools can generate content that mirrors human-authored text. Marketers can leverage these tools for improved program descriptions, ad copy suggestions, and data reports, streamlining their content creation processes. Marketers simply need to provide the appropriate parameters and general guidelines for what they are looking for, and AI can assist with the rest.
AI in Social Media and Email Marketing
Another example of where AI tools could assist with marketing is by creating more personalized content for platforms like social media and email marketing. Think of the enormous amount of time that could be saved on efforts like daily social media post creation. Tools powered by artificial intelligence can analyze customer demographics, behaviors, and sentiments about your brand from real customers and ultimately craft more targeted content and messaging that resonates with the core audience.
Marketers will no longer need to pour over analytics to craft the perfect campaign. Plus, with machine learning, AI can continue to track what campaigns have been the most successful and adjust overtime to ensure your content is driving sales.
Finally, in the same vein as analyzing customer behaviors for application for social media marketing and email marketing, AI can assist with developing content to help organizations meet their SEO (search engine optimization) goals. AI tools for keyword research can help provide a better understanding of what your audience is searching for that ultimately brings them to your company’s website or your competitor’s website.
Tools like SEMrush facilitate effortless keyword research, helping marketers understand customer search trends and competitor rankings. Combining this data with AI tools like ChatGPT enables the creation of article topics that enhance visibility online and resonate with the target audience. Ultimately, when used properly, AI tools will allow marketers to reach their core customers with ease.
AI Can’t Do It All, Yet
While AI holds immense promise in content creation, it is not without its limitations. More often than not, AI generated content still requires human intervention as it can often miss the mark of what an organization may be driving at with its content. Full articles or blog posts may be nonsensical in places or go beyond the scope of what a company wants a piece to focus on.
This is because AI is currently unable to use reasoning like a human can, and it cannot create any original insights. It simply creates based on what its given and in a lot of cases, content may be incorrect or piecemealed in a way that does not make sense.
That being said, utilizing AI for content creation has tremendous value and its use will likely grow as advancements are made in technology. However, it is important for marketers to remember that as of right now, AI should be viewed as a tool to assist rather than replace human creativity in content creation.
The integration of AI into mortgage and real estate marketing is evolving rapidly, presenting both opportunities and challenges. As AI continues to advance, marketers must strike a balance between leveraging its capabilities for efficiency and preserving the irreplaceable human touch in content creation.
The journey towards maximizing AI’s potential in marketing is underway, promising a future
where automation and human creativity coexist harmoniously.
