AI can write your marketing copy, design your graphics and produce content in seconds. But does faster actually mean better?
In this episode of Real Estate Insiders Unfiltered, James Dwiggins and Keith Robinson sit down with Adam Taylor, founder of Splendor, a marketing and design agency, to explain why AI can get creative work 80 percent of the way there, but the final 20 percent still requires human judgment, authenticity and an understanding of what makes a brand different.
Taylor shares his unconventional journey from studying sculpture to building a successful design agency specializing in real estate. He explains why branding starts long before a consumer contacts an agent, how authenticity influences purchasing decisions and why understanding what makes your business different is essential.
They also explore the growing sameness of AI-generated marketing, the importance of mastering AI prompting and why human judgment remains critical to creating effective marketing materials.
Plus, Taylor shares a practical exercise every real estate agent can use to evaluate their online reputation and identify opportunities to improve their personal brand.
Highlights
With AI marketing for real estate agents becoming increasingly accessible, Taylor believes the opportunity isn’t simply to create more content. It’s to create better content that actually reflects your business.
In this episode, you’ll learn:
- Why AI-generated marketing often lacks originality
- How to build a real estate brand that stands out
- Why consumers form opinions before contacting an agent
- How better AI prompting improves marketing results
- How to audit your online presence and identify branding weaknesses
Taylor also shares how he built his agency from scratch, why persistence helped him survive difficult years and how specializing in real estate opened new opportunities.
For agents exploring AI marketing for real estate agents, his advice is straightforward: Use the technology, but don’t stop thinking critically about what it produces.
The future of AI marketing for real estate agents isn’t about eliminating the human element. It’s about using technology to accelerate the work while preserving the creativity, personality and expertise that make your brand recognizable.
Discover why the final 20 percent matters and how to approach AI marketing for real estate agents without sacrificing authenticity.
Connect with Adam on LinkedIn. Learn more about Splendor on LinkedIn, Instagram, Inc 5,000, and online at splendordesign.com.
Real Estate Insiders Unfiltered is now exclusively on Inman. Tune in for agent- and team-focused content on Mondays and leadership interviews on Wednesdays each week. Listen on Apple or Spotify.
James Dwiggins is the president of NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
Keith Robinson is the president of strategy at NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
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The views and opinions expressed on Real Estate Insiders Unfiltered are those of the hosts and guests in their personal capacities and do not necessarily reflect the views or positions of AGNT, Inc., eXp Realty, LLC, NextHome, Inc., or any of their respective affiliates, subsidiaries, officers, or directors.
