Artificial Intelligence in Real Estate can be a Double-edged Sword

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RAP Success Systems, a lead conversion technology company, uses its platform to help real estate agents capitalize on the advantages of artificial intelligence or machine learning.

In a recent interview on CNBC, Salesforce co-founder Marc Benioff said, “AI has tremendous opportunity, but technology is never good or bad, it’s what we do with the technology that matters.”

That point hits home with real estate agents who want to use advanced technology to stay ahead of the curve in their local markets. For leading real estate agents, the use of artificial intelligence to help simplify and build efficiencies into marketing efforts has become a standard operating procedure. So, it makes sense that some agents may wonder whether there are any drawbacks inherent in this new way of doing business.

What Role Do Real Estate Technology Companies Play

RAP Success Systems (RAPSS), a real estate technology company in upstate New York, recently added AI technology to its portfolio of lead conversion services offered to real estate agents. That is great news for agents because they can use these new services to predict, which leads in their database are most likely to move in the next few months. Agents know where to focus their time and resources by using the “likely-to-move” lead scores provided by RAPSS’, Real Database Pro platform The best news for agents comes from knowing which homeowners are planning a move before their competition knows--giving agents using AI a huge competitive advantage. Agents having better insights about their leads is great for homeowners, too, as they will get the support they need to be successful earlier in their buying or selling process.

Those points are some of the good things that artificial intelligence services can bring to the real estate marketplace for agents as well as consumers. Some agents may worry that some forms of AI technology, like chat bots, may depersonalize the interaction with contacts and leads. That fear is understandable if you consider earlier versions of the technology that may have seemed robotic and, therefore, easier for consumers to know they weren’t speaking to a human being. But today, the software has become so sophisticated that chat bot communications not only sound natural, but their timeliness and precision can make a positive first impression. Imagine every lead who contacts you via Facebook getting a timely and accurate response whenever they engage 24/7. Even better, the AI technology gets you the lead’s contact information so you can follow up with a live phone call when you become available. RAP Success Systems makes these advanced Facebook chat bot tools available to agents on their platform.

Does Artificial Intelligence in Real Estate Cut Both Ways?

So, as we face the inevitability of artificial intelligence becoming a fully integrated part of our world, we can embrace many of the benefits that come along with that advancement. There is no doubt that we should continue to keep our guard up in an increasingly digital marketplace. But, as reported in a recent issue of The Journal of Communication Studies, “All communication is a test of a machine's ability to exhibit intelligent behavior equivalent to, or indistinguishable from, that of a human. Learning more about communicating with machines teaches us more about communicating with other people.”

About RAP Success Systems

RAP Success Systems builds powerful, simple and easy-to-use platforms to help real estate agents and brokers convert more leads and generate more revenue. The company’s mission is to combine innovative solutions and modern technology to help real estate agents and brokers achieve their goals.
More information about Real Database Pro is available at

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Monica Monte
RAP Success Systems
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