Achieving high quality estate agent content in the age of AI - thenegotiator.co.uk

If you want your estate agency content and blogs to resonate with your audience – and help you convert prospective landlords and vendors – quality is key.
Quality means well-written content that responds to your customers’ needs in a way that is accurate, carefully edited and compelling to read. But in an age of AI, when anyone can be a writer, having the edge means going much further.
We look at what it takes to create high quality content right now and how you can use AI tools to enhance rather than replace your output.
Quality content starts with understanding your customers, their needs, wants and deepest fears; ‘How long will it take to sell my house in the current market?’ ‘How do I keep my chain intact when I really need to move?’ ‘How do I find tenants who’ll pay their rent and look after the property?”.
It’s about responding to those concerns in a human-to-human fashion, using your understanding of the local market to write unique content. This involves sharing your experience, offering up relatable case studies and illustrations and bringing in data you have collated.
As more and more marketing teams embrace AI solutions, content developed by robots has flooded the internet. AI-generated content isn’t necessarily of the lowest quality.
Skilled marketers, who know how to write good prompts, take a strategic approach and check carefully for factual errors are getting the most from the platforms. But there is a risk of blandness. This is because robot-generated blogs lack the sparkle, emotion and authenticity of writing that draws on real human experience.
Why should they bother reading your AI generated content when they can just as easily talk direct to the platform?”
Look at it from the point of view of your customer. Most of them will be well-used to calling on the likes of ChatGPT to answer their queries. Why should they bother reading your AI generated content when they can just as easily talk direct to the platform?
In particular, AI content can lack quality if not carefully edited and fact checked. AI bots create blogs by trawling the internet for existing material. There is no guarantee that these sources are accurate or up-to-date.
It can be hard to achieve brand voice too – meaning your content sounds the same as everyone else’s output rather than uniquely yours.
An important driver for creating quality content is that it is much more likely to rank for search engines – and increasing on AI platforms themselves. AI-generated content can rank but is less likely to do so than blogs, which have been crafted by a human, who understands and is responding to user intent, drawing on their expertise and knowledge to do so.
In new guidance for rating pages for search, issued in September, Google is clear where it stands on quality. Poor quality pages which demonstrate minimal effort and originality and offer little that’s new are to be rated lowest by the search engine.
While Google says it doesn’t automatically penalise AI generated content, it recognises that this is more likely to be material rehashed from other sources rather than the added value content which it prizes.
Unique human content tends to get better engagement from audiences – because it is less likely to sound like something they’ve seen before.
If you’re following the rules about quality content it is likely to include personal experiences or views which bring emotional resonance or new perspectives. AI-generated content tends to lack the nuance and relatability and the authentic storytelling that comes from human creativity.
AI tools have a lot to offer content marketers but use of them must be balanced against the need for human input.
For example, you might decide to use AI to help you research ideas or different angles for a topic. It might help you repurpose your existing human-generated content in different ways. You could also use it to help you interrogate your competitors’ output, or to format, streamline and check your text.
The AI revolution is by no means slowing, and as a content marketer, you’d be foolish not to embrace it’s many benefits.
The perceived benefits of using AI tools need to be weighed against the risks to quality.”
When it comes to content generation, the perceived benefits of using AI tools – speed and cost – need to be weighed against the risks to quality. This means having a strategy that starts with your audience – your customers’ needs and wants and well-planned human to human content that responds to them.
Got a question? Need help with AI Optimisation? Visit https://artdivision.co.uk/
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