AI Joins the Marketing Team

To position your brand most effectively online, you’ll need to find the right balance between AI-written content and human involvement.

Editorial Director Suzann D. Silverman
Suzann Silverman, Editorial Director

Like most other businesses, we’ve been experimenting with how to incorporate AI into our content generation processes. There are a lot of possibilities, but there’s also a lot to think about. How can we use it to increase productivity without sacrificing quality? How can it help us while not impacting our accuracy, our SEO rankings, our ability to retain our copyrights? It’s a double-edged sword, and we need to learn how to wield it safely and effectively.

It’s a challenge playing out at businesses around the world, and apartment communities are no different. Whether you’re a small team operating a few communities or a large company managing many properties around the country, automation can both improve efficiency and keep smaller details from slipping through the cracks.

Content creation is just one aspect, but with so much recent advancement in large language models, it’s an area with many applications. From listings to print collateral, website content to search engine marketing, AI can help ensure key elements are included, such as branding language or effective keyword strings. Even in more individualized content like responses to reviews or communication with a resident about a problem, it can be a failsafe, as Pillar Properties’ Diana Norbury pointed out for our new marketing booklet “51 Ways to Win: Quick Tips for Apartment Marketing Success,” sponsored by REACH by RentCafe (you can pick up a copy at the upcoming AIM or Apartmentalize conference).

However, as Norbury further noted, that’s just the template; human involvement is still necessary to ensure accuracy, a personal feel and a more direct response. It’s also essential to get your content highly ranked in web searches, as Robyn Friedman discusses in our May marketing article “The New Rules of SEO: ‘Déjà vu All Over Again.” With the proliferation of AI-written web content driven by enthusiasm for a new time-saving device, Google and other search engines have amped up their focus on quality.

Technically, it’s nothing new. “Google has always said that it wants us to create quality content,” Ellen Thompson, co-founder of Respage, told Friedman. “But it’s become easier to create content that is of low quality using AI.”

And that’s where the learning process comes in: As with any new tool, you need to employ it judiciously in order to benefit from its strengths while overcoming its weaknesses. This is a good time to focus on your team’s strengths. Remind them that achieving quality requires creativity, caring and kindness, as well as accuracy and attention to detail.

Read the May 2024 issue of Multi-Housing News.

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