Real Estate Content That Wins Isn’t About You
I’ve been thinking a lot about social media lately, not because it’s new—it’s not—but because real estate companies keep missing the mark. It’s 2025, and most brands treat platforms like LinkedIn or Instagram as a stage for self-congratulation. Award posts with polished trophies, champagne flutes at a gala, another “We’re thrilled to announce” milestone with […]
AI and Real Estate: When Everyone Is Impressive, No One Is
The flood of AI-generated content is drowning us, and it’s not just a nuisance—it’s a crisis of meaning. A few months ago, I was scrolling through LinkedIn, as one does, and stopped on a post: a jaw-dropping rendering of a high-rise penthouse, all sleek glass, impossible vistas, furniture that seemed to defy gravity in its […]
Real Estate AI Tools Must Be Boring to Be Good
The real estate world is caught in a tug-of-war over AI, and it’s not about whether it works—it’s about what it’s for. On one side, proptech companies are racing to jam AI into every corner of their offerings, desperate to stay relevant in a market that fetishizes the next big thing. They’re pitching generative tools […]
If you pitch me one more AI tool, I’m leaving the meeting.
I’ve been thinking a lot about AI lately, not because it’s new or exciting—it’s neither anymore—but because of something a developer said to me recently. We were in a meeting, pitching tools for real estate, and he cut us off mid-sentence: “If you pitch me one more AI tool, I’m leaving the meeting.” He wasn’t […]
Your Sales Center Isn’t the Funnel — It’s the Finish Line
This essay was born from a real demo with a real developer company based in New York. I don’t write these to sell. I write them because demos reveal what people actually believe — not the pitch deck version, but the quiet, habitual truths. The things said casually, as if they’ve always been true. That’s […]
Trust Starts with Atmosphere
There’s a peculiar truth in real estate that often goes unnoticed: trust begins not with facts and figures, but with the intangible quality of atmosphere. For those of us accustomed to the tactile experience of property transactions, this may sound counterintuitive, almost heretical. After all, isn’t it the granite countertops and square footage that close […]
What Buyers See When You Think They See a Floor Plan
A floor plan, to a property developer, is a blueprint—a precise schematic capturing spatial relationships and dimensions, a map of what is and what will be. Yet, to the untrained eye of a prospective homebuyer, it’s akin to a puzzle without a picture; a two-dimensional series of lines and symbols that somehow need to transform […]
The $500,000 Decision Made on a Postcard
Imagine deciding on a $500,000 purchase from nothing more than a postcard. Seems implausible, doesn’t it? And yet, in real estate, this isn’t too far from reality. We entrust our homes, our very few stable anchors in an unpredictable world, to fragmented glimpses offered by floor plans and hastily arranged renderings. This tale of decision-making […]
Why Buyers Need More Than Certainty
Why Buyers Need More Than Certainty In the world of business, certainty is often hailed as the holy grail—a steadfast beacon guiding decisions in the tumultuous seas of commerce. We prize it for its apparent solidity, its role as an anchor in the storm. But what if this reverence for certainty is, in fact, a […]
What the Brain Ignores, the Body Feels
Strange truths often hide in plain sight, like the overlooked reality that while our minds might meticulously compute square footage, plot lines, and asset appreciation, our bodies engage in a different kind of arithmetic. In the realm of property buying, what the brain ignores, the body feels. This peculiar dance between cerebral calculations and corporeal […]
