AI can crunch the data. YOU keep the relationships.
The more agents know about a home and its market, the easier it is to price it right and market it well.
Richard Prebish and his team built naplesluxuryhomes.com to do more than showcase luxury listings. The broker-associate with Campbell & Prebish at William Raveis Real Estate in Naples says the website is the centerpiece of a platform designed to “reflect the caliber of properties and clients” his team serves. “To do it right, we brought in RarefiedRE, a firm that specializes in helping high-performing real estate professionals build and manage sophisticated technology,” he says.
That investment has helped his team use AI to turn decades of property data and market insights into targeted outreach strategies that weren’t possible even a few years ago. Prebish says his team now has a proprietary database with information on nearly every home in Port Royal, including transaction history, architectural details, past improvements, photography and property-specific intelligence that, he says, doesn’t exist in the MLS.
Here are his tips for using better intelligence in your marketing:
1. Turn property knowledge into strategy.
“Each home in Port Royal is so unique that this depth of knowledge is reflected in our marketing,” Prebish says. “AI has finally given us the tools to leverage it for go-to-market strategies, pricing analysis and trend identification at a scale that is game changing for us.” The better agents know a home and its neighborhood, the more precisely they can price it, position it and explain its value to the right clients.
2. Reach out when there is a reason.
Staying in touch works best when the message is useful. His team uses AI-assisted tools to identify the right moment to reach out, such as when the market shifts, inventory changes or a recent sale that affects how a client’s home compares with others nearby. That allows the team to speak to clients and prospects about their specific home, neighborhood and market position. “The technology handles the intelligence; we handle the relationship,” he says.
3. Offer proprietary insight.
“What resonates most is timely, specific intelligence,” Prebish says. “A client doesn’t need another market overview.” Instead, his team uses its data to talk with clients about their specific property, comparable assets and emerging trends. That means giving clients information that helps them understand their own position, not just the overall market.
4. Tap into real community knowledge.
Real market knowledge also comes from living and working in the community. “I’ve watched the neighborhood evolve for two decades, and that’s not something you can manufacture in a brochure,” Prebish says. “Our marketing reflects that authenticity: We share genuine perspective on the market rather than talking points; and we let our track record speak for itself, rather than leaning on hyperbole.”
5. Focus on meaningful communication.
AI helps the team spend less time on production and logistics and more time talking with clients and prospects. “When a client hears from us, it’s because we have something meaningful to say,” Prebish says. The team is also careful not to chase clicks. “We focus on content that informs and positions rather than content that performs,” he says.