The British challenger portal Residential People has launched its new AI product designed to help agents promote their brand as opposed to that of the portal. Named ‘Nurturing AI’, the new offering has been some 2 years in the making and will use machine learning to automate well-targeted marketing campaigns across multiple channels.
According to founder Christopher May (who we interviewed in August), property portals are only ever concerned about promoting their own brand rather than that of their customers despite agents citing the promotion of their own website and brand as a major goal.
“There has been a lot of press commentary on the fact that portals spend fortunes advertising their own brand, yet barely pay any attention to the agents who supply the properties. On average, agents spend around £2,000 per month on advertising via the major portals, and as an industry supplier, we feel we can slash some of these costs by over 75% with our new platform.”
With more and more agents with varying levels of technical know-how trying different marketing channels to bring in leads and fewer having store-front presence, May believes that his product can help make up for decreased footfall and make life easier for even the technically challenged.
“We have every reason to believe that nurturing AI will be a genuine game-changer to the sector, as it gives agents the power to operate in a space that was previously only feasible for the big corporates.”
Nurturing AI reportedly already has 500 agents signed up for demos with Residential People hiring business development managers to promote and sell their new product with plans to expand overseas in the next 12 months. Agents and marketing professionals will also be able to earn a commission acting as advocates and reselling Nurturing AI to other agents.