Artificial Intelligence vs. The Algorithm of the Human Heart

A.I. marketing specifically to the Real Estate Finance sector relies on finding targets left behind in the Digital Universe.  A.I. sends your marketing message to appropriate users sometimes modifying on the fly the message to fit the specific attributes of the target user.

Being a long-time marketing believer in the need to find your client I went for A.I. Marketing. What I got back was less than I expected, a very minimal response. What I mostly got were email responses from companies asking how I like their site.

I been a proponent of the “Old School” marking philosophy not just because I am old but because it works.  Telling college friends and family you need referrals is a start to the “Trusted” network. That’s people with a heartbeat who care about your will-being.  From there its attending events associated with your Industry, joining social groups with similar interests, and being proactive to opportunities.

My personal example is the “Bingo Marketing Effect”, a success so great that it avalanches into a lot of business. It was early on in my career as a real estate bridge loan provider when I started this technique.  I was making swing loans on large estates to professionals who found a house but have not yet sold theirs.  I had put the word out to what I called “My Old Boy Network” that I was looking for referrals.  What resulted was an old friend from High School introducing me to several managers of his estate sale offices and he told them, “this is the guy you’re going to do business with”….Bingo Marking.

I am not saying that A.I. will not find a way to make itself more valuable because it most certainly will. But can you wait? Can you be effective in A.I. Marketing’s massive pool that

duplicates your message to all its potential takers. The most successful marketing people are those who offer a good product, back it up with exceptional service, and ask for, “More Please”.

What makes more sense, a lead generated with no human contact to call or a referral given to you by someone you know and recommend to you.  I hear often I don’t have time to build a human network. I say you will have nothing but time when your job description is replaced by a program that collects internet leads.

Back to marketing, I am Paul Horvitz of Dominion Corporation, a maker of real estate loans for the healthcare Industry and commercial markets nationwide and also bridge loans, a product that we were the pioneers of.