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Welcome to another episode of 
Golden Nuggets Tips & Tales 

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powered by Property Finder. 
The leading property platform 

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and number one property app in 
the region driving more leads 

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and transactions than any other 
platform. 

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This is where SuperAgents and 
smart home seekers meet even 

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smarter tech because behind 
every great listing and every 

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hot lead is technology that 
works harder so you don't have 

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to. 
I'm back with Jack Simpson, 

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sales director at Edwards and 
Towers, 96 % of his agents are 

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property finder super agents. 
Round of applause for that 

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achievement. 
Yeah, well done team. 

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It's them, not me. 
Now let's talk about technology 

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and AI because it's a hot topic 
right now. 

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There's been a few claims that 
AI is coming to replace real 

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estate agents. 
What's your thoughts on that? 

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AI ever replace the real estate 
agent? 

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um Look, let's be honest, an 
off-plan agent is pretty much a 

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financial planner. 
There isn't much real estate 

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about that. that's been my job 
over the last few years. um A 

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real estate agent where you go 
and show homes to people and we 

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discussed emotion and... the why
people are looking at properties

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and, you know, having that 
emotional attachment to that 

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client, it will always be there.
However, I am a huge fan of AI. 

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I don't think the machines are 
coming to take over just yet. 

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They might take over uh off plan
sales. 

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Yeah. 
I think with more and more 

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transparency in the market and 
as it matures, which Property 

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Finder's done extremely well is 
to provide tools, not only to 

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agents for them to inform their 
clients to make better 

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decisions, but when that then 
rolls out to clients, you can 

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see transactions on the listings
now of what was previously uh 

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sold or rented for, which is 
fantastic. 

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Just provides more visibility 
for clients. 

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And as that... evolution occurs 
where data points that were only

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for professionals become public.
I think the client will be able 

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to get right the way down the 
funnel, the sales funnel 

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themselves without employing an 
individual or a professional, 

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right up to the point where 
they're making a decision. 

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And that point they need to 
obviously interact with 

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potentially a human. 
Well, it could be a human on 

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behalf of the developer directly
rather than having an agent. 

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So yeah. you know, who knows 
what the future holds. 

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I think the efficiencies or the 
systems within a business, 

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that's going to be the, the, the
real, uh, the real impact for 

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AI. 
What's going to, what's going to

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happen there. 
So what's in, what's in your 

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toolkit? 
I mean, look, we've, we've, I've

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explored everything, right? 
Um, so I've explored the, the AI

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agent to call out. which sounds 
like me, which is crazy. it 

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sounds like a robot. 
No, it sounds like Jack, but 

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it's the language model that's 
not quite there yet and the 

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latency. 
So the language model you would 

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effectively tell it a script. 
So if somebody says this, then 

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you take the direction of this. 
And, but if someone, if the AI 

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agent calls up and says, Hello, 
this is Jack. 

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How are doing today? 
And the person goes, I'm 

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terrible. 
I've, you know, I've just lost 

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my cat or whatever it obscure 
thing is that somebody says a 

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human would be able to respond 
to that. 

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But the AI agent will just say, 
that's great. 

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I'm sorry to hear that. eh And 
have you, you know, have you 

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looked up the tree or whatever 
the, you know, it finds out 

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through the internet, but 
there's also a delay on that, 

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which is awkward. 
Yeah, it is. 

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And people will pick that up and
say, this is AI. 

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And I think the government here 
in Dubai in particular will um 

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have the ability to limit AI 
being able to reach people 

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because it's leaving people 
exposed. 

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And you don't want to be misled 
thinking you're speaking to Jack

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when actually you're speaking to
Jack's AI representative. you 

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hear all these horrendous 
stories of grandmothers in the 

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UK that are being targeted from,
all over the world, whether you 

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know, their bank accounts are 
ultimately empty because 

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somebody's acting as Amazon or, 
know, their internet provider or

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gas services, whatever. if 
people start then using AI to 

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do, to do harm to people, 
there's gonna, there's gonna be 

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some, um, restrictions and Dubai
will be the first to do that. 

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And I think, and I think it's 
really important that they get 

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that right because otherwise You
know AI agents regardless of 

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industry will be calling people 
all day every day every hour of 

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the day It's unlimited. 
So you dabbled in that and 

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decided to wait. 
Yeah. 

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And I looked at it a lot and I 
also looked at kind of sales 

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automations and funnels and 
where we can employ AI and where

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it's going to save time. 
But fundamentally when we do 

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transition and it's going to 
happen, we can't fight it. 

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It will happen. 
When we do transition, into that

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world, it's going to be really 
special that somebody is 

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actually dealing with an actual 
human being and somebody that 

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they can trust. 
So, I mean, you're probably 

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seeing it now on social media, 
some of the videos, it's really 

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difficult to differentiate AI 
and a normal human. one piece of

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advice that I would probably 
give, and that's what I'm 

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personally doing is, making sure
that I'm focusing a lot more 

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time and attention to my own 
personal brand of me online and 

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me giving real life case studies
of maybe some of the clients 

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that I'm working with and some 
of the properties that I've 

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helped them source and purchase 
and also have some testimonials 

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on there so that when this 
change or this shift does 

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happen, people can look and go, 
you know what? 

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That's a human and they've done 
the job and they... can advise 

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me correctly and I'm comfortable
in dealing with them because all

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I want to do is just try and 
find a human. 

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Yeah. 
You're building your personal 

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brand. 
Trying to. 

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Trying to. 
It's hard work, but yeah, when 

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you start in real estate, it's 
something that people advise you

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to do. 
And then when you look back and 

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you haven't done it, you kick 
yourself because as we know the 

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most experienced and Uh, most 
successful agents now are the 

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ones that are self-sufficient on
referral basis and lead 

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generation coming through their 
own trusted personal branded 

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pages. 
Um, but I'm trying and it just, 

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it was just one of those where 
throughout my real estate 

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career, was either helping 
clients, helping colleagues, 

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managing people, building 
systems, hiring people, you 

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know, that it just, it runs away
from your time. 

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Not dancing on Tik TOK. 
Not yet. 

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Actually, I was approached 
yesterday in a very unique way 

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that I actually responded to for
the first time. 

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And I'll give this as as a 
golden nugget to everyone 

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listening. get hundreds of 
messages on LinkedIn every week.

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Yeah. 
And, um, even to the point where

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it's, you know, I don't respond,
apologies. and then they keep 

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following up and then they 
typically end it with, did I say

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something wrong? 
And that really gets on my 

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nerves. when they say, I say, 
cause then they're trying to 

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take it like emotional. 
Yeah, but that's an automated 

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software system. 
Is it? 

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Yeah. 
I feel misled. 

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Okay. 
All right. 

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Well, it's annoying. 
I don't respond even to, I say 

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something You have plugins on 
LinkedIn and LinkedIn hasn't, 

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hasn't been able to stop it yet.
Okay. 

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I don't feel so bad for ghosting
them now. that was, was an 

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automated process and that's AI 
kind of. 

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But it's annoying. 
So, it's, it will get no 

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business out of me. 
Yeah. 

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But. someone did send me a voice
note on LinkedIn yesterday. 

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And of course I get voice notes 
all day long on WhatsApp and I'm

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used to that. 
But because it was out of 

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character for the LinkedIn 
platform, I was like, well, I'm 

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going to press play. 
And I played it and it was a 

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very lovely message, very 
professional. 

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And he was reassuring me that 
I'm sending you a voice note so 

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that you know I'm not AI. 
And I really appreciated that. 

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And guess what I did back? 
Sent him a voice note. 

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So it's kind of like, I, what 
was he selling? 

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He was actually selling. 
He hasn't responded yet, but he 

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was like, if you something to do
with podcasting SEO, um, yeah, 

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something like that. 
And I get tons of those in a 

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day. 
Like optimize your YouTube 

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channel. 
It's like my YouTube channel is 

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just doing fine. 
I like you real people. like you

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real humans. 
Like engage, do what you want, 

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but. 
It's not, you know, I don't want

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to, I don't want to hack the 
system. 

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Whoever's watching enjoys it and
whoever likes it shares it. 

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Um, but yeah, I just thought 
again, it's, it's dealing with 

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people, different behaviors on 
different platforms. 

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I wasn't expecting a voice note 
on LinkedIn. 

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It was refreshing and it was 
refreshing and I listened to it.

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So that's a little golden nugget
tip for you all. 

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Voice notes LinkedIn. 
Do a quick voice, but then also 

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it's got to feel authentic. 
So that's the thing. 

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Like people are trying to focus 
more on being sounding authentic

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rather than automated or 
scripted or, yeah. 

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So had he said, hi Silvia I'd 
like to tell you about our pro, 

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no, was just such a casual voice
note. 

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And I was like, you seem pretty 
cool. 

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Reply. 
And I replied, I don't, well, 

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he's not the same business. 
Everyone on LinkedIn is just 

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selling, selling, selling, 
right? 

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It's just like, Well, it's no 
different to real estate 

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industry. 
You feel like you're constantly 

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being sold to. 
Constantly. 

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So come at your clients, come at
your leads with a slightly more 

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refreshing approach. 
Yeah. 

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And that is the human element of
why. 

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And AI won't ever have that, I 
don't think. m Which is why 

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it's, you know, really important
now more than ever is to cement 

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your personal brand online. 
Yes, the systems that the 

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business will probably roll out,
which we're looking at 

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seriously. 
I mean, even like the listing 

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module that we use, um the text 
that we can just plug in chat, 

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GPT, and it's giving you a 
listing for two bed and the 

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address or whatever, and it's 
there. 

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It's probably better than... uh 
better in terms of grammar than 

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what I could ever write. 
And I'm a native English 

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speaker, terrible English at 
school, the way. 

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But yeah, so it's exciting. when
you look at the fundamentals of 

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a real estate business, there's 
photo, video, editing. 

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We have a library of stock 
images anyway, which you can 

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then rotate. can then, uh it's 
email campaigns, all the 

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creative, WhatsApp campaigns to 
some degree with chat bots built

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in. 
You've then got the call 

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systems. 
It's like, oh my God, this is 

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amazing. 
Right the way through as well to

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kind of like finance and 
payroll, HR, all of that can be 

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streamlined now. 
And it's great, but it's also 

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leaving people a little bit 
worried, which I understand. 

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I mean, if you're a taxi driver 
in the US, I'd be very worried. 

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Yeah, be worried, Tesla's going 
to turn on the self-driving next

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year. 
And if you're a taxi driver over

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there, that's the first major 
industry drivers that's going to

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be kind of, Oh my God, what do I
do? 

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I've driven all my life. 
And it's not just like taxis, 

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it's chauffeurs, it's logistics 
companies, big trucks driving 

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over the U S it's all going to 
be self-driving. 

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It's going to put a lot of 
people out of work. 

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So be prepared for it, but adapt
to it. 

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Don't be scared. 
And build your personal brand. 

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Build your personal brand. 
What tech can't you live 

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without? 
But technology for me, I 

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absolutely love it. think the 
systems that we've put in place 

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as a business now, predominantly
for visibility on the business 

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metrics on success of 
individuals inside the company 

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and their activity metrics for 
us as a leadership team is 

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super, super important. 
And, you know, we've got several

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systems that we're very proud of
that not many other businesses 

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have. 
And that was something that at 

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Edwards and Towers, we were 
taking a really old brand and 

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bringing it into today's modern 
age. 

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And, um, and it's worked really 
well. 

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00:13:42,813 --> 00:13:47,745
Um, but tech systems for me 
personally, I mean, the one 

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thing that a new agent has to 
have, and that's because they're

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building their own network is 
just a simple broadcast list on 

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WhatsApp, especially if they're 
a community specialist. 

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And I say this all the time to 
new agents is just have your own

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little list of people that you 
can. market to have saved your 

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number and can see how busy you 
are and what you're doing and 

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how you're adding value and 
sending information because I've

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still got broadcast lists now 
that I ping out a few messages 

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to and always something comes 
back and even if it's just, 

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Jack, nice to hear from you, you
know, it's those relationships 

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and you can nurture those 
relationships and still provide 

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value to people down the line 
for many years to come from just

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being on top of that contact 
list. great. 

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All right. 
Well, thank you very much for 

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that. 
Hope you enjoyed that episode. 

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And no, we don't think AI is 
going to replace real estate 

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agents, but get working on your 
personal brands and get ready 

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for the changes. 
Hope you enjoyed that. 

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Catch Jack's other episodes and 
while you're at it, binge the 

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whole season.