In this week’s episode of the RealTrending podcast, host Tracey Velt sits down with Tiffani Marroquin, head of growth and innovation for JPAR Real Estate. They discuss the utility of artificial intelligence (AI) for the real estate industry, as well as JPAR’s solutions designed to enhance agent and brokerage performance.
This conversation has been edited for length and clarity. To kick things off, Marroquin explores her early involvement with artificial intelligence.
Marroquin: It goes back to growing up as a millennial during a time where there’s major technological advancements, and seeing both of my parents waking up before sunrise, taking that long commute to work and then getting home late at night. I always just thought there has to be a better way. And initially, it led me into real estate.
Velt: Let’s talk about how you’re leveraging AI and machine learning to enhance the experience of JPAR and its affiliates.
Marroquin: I hosted a workshop where I like to call it, “creating the second business brain,” which is a knowledge base that has been input into ChatGPT, and you’re creating your own custom GPT for your business. And that can be used for so many different things. It helps if you’re not great with prompting the AI. Since it already has a lot of your business information, it’s going to know what exactly you’re wanting.
Another thing that we’ve also done — which also helps our agents, not just our affiliates — is that we’ve taken a personality profile and turned it into a quiz with AI. Matched with our internal technology, resources and training, it tells agents which training route they should take based on their personality type.
Another one is the ability to pull transcripts from past training or YouTube and turn it into either a knowledge base, a different training or social media content.
Velt: How have technology and…