Top 3 applications of Salesforce Einstein for real estate companies

Salesforce provides real estate companies with a full range of instruments for sales, marketing, and property management, as well as getting meaningful insights from business and customer data. To expand the capabilities of Salesforce CRM for real estate even more, Salesforce offers a Salesforce Einstein, a powerful set of AI instruments for generating prescriptive and predictive insights, as well as automation of routine tasks for managers, real estate agents, marketers, and customer support specialists.

In this article, we will explore how Salesforce Einstein’s capabilities can help real estate companies improve communication with both leads and customers, improve of efficiency of their marketing campaigns, and get better insights .

AI for sales and customer service

Personalized and live communication with customers is essential for closing deals in the real estate industry. However, real estate agents are very often snowed under dozens of active client dialogues and administrative tasks preventing them from answering leads and customers quickly and making their messages properly personalized. 

Real estate companies can use Salesforce Einstein Copilot, an AI assistant for Salesforce CRM, to streamline communication with existing and potential customers. Based on customer data stored in Salesforce, Einstein Copilot can automatically generate personalized response messages across Microsoft Outlook, Gmail, or LinkedIn, ensuring the style and the tone of voice are aligned with the corporate communication guidelines.

Einstein AI assistant can also be applied to provide both your agents and customers with answers to popular questions related to property buying and selling. Communicating with leads and customers, your agents can use Einstein Copilot assistant to quickly respond to customer requests. For example, a sales agent can ask an AI assistant about some property details or nuances related to the process of closing a deal to provide an answer the client in seconds. In the same way, your leads and clients may use a self-service version of AI assistant made available through customer portal to get answers to their inquiries. 

In addition, real estate agents can use Einstein Copilot to automatically generate call summaries, allowing agents to stay completely focused on communication with potential and current clients without the distraction of note-taking.

Using customer and property data in your CRM system, Salesforce Einstein Next Base Action can identify trends in your data and come up with actionable recommendations for sales agents, for instance, on the best time and method to follow up their leads or suggest properties to potential buyers or renters based on their preferences and previous interactions.

AI for real estate marketing

Real estate companies can implement Einstein AI into their Marketing Cloud solution to streamline the management of marketing campaigns and improve their efficiency.

• Efficient advertising starts with efficient planning and budgeting. Marketers can use predictive AI to reasonably allocate spend across multiple channels and get budget recommendations on future campaigns.
• Real estate marketers can use generative AI to facilitate automated segmentation of their clients based on such existing customer data as age, gender, income, or location.
• Generative AI, offered by Salesforce, can also assist marketers with content creation and optimization. For instance, a marketer can prepare content for an email campaign and use the AI tool to personalize this content for each of your customer groups.
• Salesforce’s AI solutions can help marketers monitor their campaigns, automatically informing them upon detecting even a minor drop in their performance, allowing marketers to immediately start fixing the issue before it escalates to a more serious decrease.
• Marketers can also use Salesforce AI not only to monitor their activities but also to gauge the effectiveness of their campaigns across multiple channels and get AI-driven insights on how to boost their efficacy and performance.

In addition, Salesforce Einstein offers automated lead and opportunity scoring features, helping both your marketers and sales agents work together more effectively. Based on the available data on your leads and deals in progress (opportunities), Einstein AI can evaluate each of them and highlight positive and negative factors that contributed to the score, like lead and customer characteristics and behavior. More accurate lead and opportunity scoring can help increase the effectiveness of sales activities, allowing real estate agents to focus on more valuable leads. Likewise, marketers can use lead and opportunity scoring to identify what drives engagement and conversions and tailor their campaigns accordingly. 

AI-powered CRM analytics

While Salesforce products offer plentiful analytics features to help real estate businesses get insights from their client's data, the integration of Einstein’s AI algorithms can significantly enhance the analytical capabilities of Salesforce Cloud solutions. 

For instance, Salesforce Einstein Discovery can perform predictive and prescriptive analysis of CRM data to predict possible business outcomes and provide recommendations on how to improve or change them. For example, a real estate company can use Einstein Discovery to automatically analyze current real estate market trends, as well as their existing sales levels and property value and get deeper insights into their current economic performance, predict revenue, and identify factors that can negatively or positevely influence this revenue. 

Real estate companies can also use Salesforce Einstein Prediction Builder to create custom prediction models for specific goals, like forseeing which existing leads are most likely to convert.

Conclusion

The Salesforce platform is a powerful set of tools that allows real estate companies to take full control over their customer relationships. Salesforce Einstein, generative and predictive AI, expands the capabilities of Salesforce solutions, allowing real estate agents to automate tasks and increase their efficiency, improve customer communication and experiences, as well as get data-driven insights to make better decisions.