That is where conversational marketing arrives. It’s not about screaming louder. It is about listening better and to the scale. Think of real-time chat flows that qualify buyers, AI assistants who know exactly what questions they should ask, and intelligent routing that get highly prospects for the right people, and fast.
Everyone is ‘generating leads’. Few identify the intention.
Most brokers do not have a lead problem. They have a filter problem.
You no longer need leads. In real time you have to know who just browsing and who is ready to move. This applies to buyers, sellers and yes, even agents who consider a switch to your broker.
Conversational Marketing solves this by doing what your best recruiter or Isa would do if they had unlimited bandwidth: ask smart questions, listen well and trade quickly.
Train ai to talk as your best closer
The magic happens when you train AI models to replicate the instincts of your top producer. You have conversations in the past, you learn it that answers it and you call workflows in that “intention”, not an interest.
Let’s say that a potential seller talks to your site assistant. Instead of asking “How can I help?”, Your AI will open with:
“Do you want to sell in the next 30, 60 or 90 days?”
That is not a question. That is a qualification. And as soon as someone selects ‘next 30’, your system warns the right person to jump in (people or automation) with the next best step.
This is not a science fiction. It’s what the smart marketers don’t tell anyone …
User cases: Beyond Lead Gen
- Recruitment: ask agents what their biggest challenge is with their current brokerage. If they say ‘lack of support’, you know how to respond and when to call.
- Retention: Use conversational AI to pulsate your current agents. Identify escape risks before they spook.
- References: Customer satisfaction surveys in Intent-driven dialogues that come to the surface of new mention or investors.
You focus on converting, not haunting
This is not just about saving time. It is about optimizing attention. Your team can only talk to people who now signal. Everything else? There is automation for that.
The future is from brokers who listen
In real estate, attention is everything. If you can build systems that listen to scale, you win. It’s not about volume. It is about speed and identifying who is ready to move and to get there first.
Conversational marketing, powered by Smart AI, is how we do that. And if you are not yet moving in this direction, your competition is.
Aaron Pierson is the founder of Magnetiqai and CEO of Pierson Ventures.
This column does not necessarily reflect the opinion of the editorial department of Housingwire and the owners.
To contact the editor who is responsible for this piece: [email protected].
