JPAR's Tiffani Marroquin explores using AI for success, ChatGPT
This week's host Tracey Velt sits down with Tiffani Marroquin, head of growth and innovation. . They discuss the benefits of artificial intelligence (AI) for the industry, as well as JPAR solutions designed to enhance agent and broker performance.
This conversation has been edited for length and clarity. Explores his early involvement with Marroquin to get the job done.
Marroghin: It goes back to growing up as a millennial in a time of great technological advancements and seeing both of my parents wake up before sunrise, drive the long way to work, and then get home late at night. I always thought there had to be a better way. And first it took me to real estate.
velvet: Let's talk about how you can use AI and machine learning to enhance the experience of JPAR and its affiliates.
Marroghin: I did a workshop on what I like to call “creating a second business brain” which is a knowledge base built into ChatGPT and you create your own custom GPT for your business. And it can be used for many different things. It helps if you're not good at addressing AI. Since you already have a lot of business data, it will know exactly what you want.
Another thing that we're doing—which not only helps our affiliates, but our agents as well—is we're taking a personality profile and turning it into a test with AI. Aligned with our in-house technology, resources and training, it tells agents which training route to choose based on their personality type.
Another is the ability to pull from past training or transcripts YouTube or turn it into a knowledge base, a different training or social media content.
velvet: How has technology and innovation really shaped your strategy to scale the business?
Marroghin: I don't think it's really about doing more. It's about doing things smarter. The key is to actually go through an assessment of your business and figure out where AI and automation can provide strategic support. It's like having a digital co-pilot who understands the DNA of your business, giving professionals time to build relationships, create value or more.
velvet: What do you see as the most efficient or effective ways agents can use AI in their business?
Marroghin: It's certainly more than just writing a listing submission. So if you're a broker and want to collect data for your agents, you're probably a little better off taking the transcripts. Let's say you are a top agent and you have a lot of clients. Instead of having to go into the MLS yourself and search and pull up those names and then email clients, you can actually automate that process and use AI. They can virtually remove information from the MLS, tailor it to their client's needs, and even send an email without a draft.
To wrap up the conversation, Marroquin explores industry-wide changes in the use of artificial intelligence and technology in 2024. He urges real estate companies to embrace change and view AI as a collaborative partner rather than a threat.
Marroghin: I think it's really the hyper-personalization you can get by using different types of AI. It's exciting because there's literally something new coming out every month, every day. There are many different tools. It will get to the point where you won't be able to tell the difference.
