MHN Executive Council: When NOT to Use AI
The human touch is still important in the leasing process.
Artificial intelligence has a lot of uses in multifamily—for example, chatbots can help prospective residents get information about the community. However, there are a lot of areas where the human touch is still important. The MHN Executive Council shares where they don’t use AI.
Checking In
While we have incorporated AI into various aspects of our leasing and management processes, we are finding residents still favor face-to-face interactions for some touchpoints. With this in mind, we often choose not to use AI for some aspects of the leasing process that can easily be done face-to-face, such as property tours, lease discussions and answering new resident questions. This often extends to tasks like regular check-ins with residents, lease renewals, communications around major maintenance issues, announcements around major property upgrades/changes, and initial contact with resident referrals. Internally, we sometimes use AI for tasks involving hiring new employees, staff reviews and training, but staff also appreciate the personal touch of face-to-face communication for strengthening relationships. —Diana Pittro, Executive Vice President, RMK Management
Get Smart
This is a timely question! There is a lot of talk about using AI to provide sales and service in our business. However, we are social animals, and nothing can replace the “human” touch. AI can help automate many tasks once correct input is provided. However, AI is still “dumb” and requires direction to be helpful. The adage garbage-in, garbage-out is still prevalent. Programming AI into our daily tasks, such as reporting using volumes of data (lease abstracts), writing (market reports), or making calculations (anything in Excel), has been a boon to my property management, advisory and expert witness practice. —K David Meit, Principal, Oculus Realty
The Write Stuff
AI can’t and never should replace written client communication. I can spot an AI-generated message or letter immediately. It’s formulaic, stilted and lacks human character. An introduction is followed by two or three key phrases that have been pulled from our website or something I’ve previously published, followed by a closing statement. It feels and reads like it’s machine-made because it is.
Our ancestral brains have evolved to recognize and respond to beauty in all its forms. Like any piece of art or beautiful thing, great writing consists of words that have been choreographed for highest impact. Authentic, human-generated client communication reflects professional insights and personality. Done well, the words evoke a visceral response—the kind of response that builds client connectivity, not detracts from it. —Mary Cook, President, Mary Cook Associates
Personal Connection
While I rely on AI for many tasks and appreciate its efficiency, there are still areas where the human touch is irreplaceable. I won’t use AI for deeply personal conversations or decisions that require emotional intelligence, empathy and nuance. Building meaningful relationships with my team, clients and loved ones is something that technology can’t replicate. I also wouldn’t rely solely on AI for creative visioning, as human intuition and creativity are key to shaping the bigger picture in ways AI may not yet grasp. —Jonathan Treble, Founder & CEO, WithMe Inc.
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
