In this episode of the Decode Podcast, we’re diving into the world of AI-powered content creation. It’s everywhere right now – from written content and SEO to AI-generated images and project management tools. But is AI revolutionising content marketing, or is it just another tool in our digital toolbox?
You’ll hear insights from Danielle, Frank and me. We all work at Hoole and have been using AI for content and visuals for the past couple of years; in fact, it’s baked into our creative processes.
We will share the pros and cons of AI as it stands today and what this means for your real estate marketing.
Here’s a summary:
Written content: Prompting vs. personality
- Prompting is everything: Getting quality content from AI relies on writing precise, well-considered prompts.
- Writer’s block: AI helps overcome blank-page syndrome and speeds up the initial drafting process.
- Still needs a human touch: AI-generated copy tends to sound generic or like a textbook. It often lacks originality, nuance, personality and emotional depth, especially brand voice.
- SEO and accuracy: AI can help with keyword insertion, but only if properly prompted. It can hallucinate facts, so human fact-checking is essential.
Visual content: Creative shortcut or brand risk?
- Enhancing, not replacing: AI helps extend images, change backgrounds, and generate variations for different channels. But it still struggles with realism (like fingers, limbs, and facial features).
- Brand consistency challenges: Colour accuracy and style can be inconsistent. AI tools often need manual intervention to keep visuals on brand.
- Entertainment vs. usability: Attempts to illustrate abstract concepts (like “dipping your toe into marketing”) can generate bizarre results, like arms with toes or people with multiple legs.
Marketing processes: Not a set-and-forget solution
- AI ≠ motivation: It won’t make you more disciplined or consistent. You still need to make time to create, edit, and publish.
- Too much of a good thing: AI often produces content that’s too long, corny or overdone, so less is more.
- Automation overload: Platforms like Meta have added auto-AI features that marketers often need to manually switch off to keep control over brand tone and messaging.
Trust and transparency
- Can reduce trust: Audiences are becoming more aware of AI-generated content. Obvious AI outputs can damage trust if not carefully edited.
- Real estate industry: AI-generated text and visuals can undermine perceived effort or authenticity, which matters in trust-based industries like real estate.
The future: Learning the new language of content
- Skillsets: AI won’t replace creative professionals—but it will change the skills they need.
- The future: Younger generations will likely become native users of AI tools, just as older generations adapted to the rise of Google.
- Creative careers: New roles (like “prompt engineers”) are already emerging.
Key takeaways
- Lacks creativity: AI is a powerful tool but not a complete replacement for human creativity.
- Lacks human element: It speeds up low-level tasks but still needs human oversight for quality, tone, and brand consistency.
- For real estate professionals: The goal is to stand out, not blend in, so relying solely on AI risks creating content that’s forgettable and not effective.
🎧 Listen now and learn how our expert team of creatives are using AI for content creation and real estate marketing. Apply our pro tips to your real estate business.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
