R
eal Estate Insiders Unfiltered podcast explores the people and forces shaping the industry. In this episode, HomeStack CEO Will Grewal shares advice for agents navigating a tech-dominated future. He emphasizes being bold when showcasing value props. The views expressed in the podcast belong solely to its creators and guests.

    Grewal's company, which builds personalized real estate apps, has "gone all in on AI." He believes agents should do the same, as it will level the playing field by commoditizing data and making it invisible. Agents who learn to use AI will replace those who don't, according to Grewal.

    AI can provide transparency around pricing and other factors, potentially boosting buyer confidence and liquidity. This could lead to more transactions. Grewal thinks agents must be bold in showcasing their value props and leaning into personalization. Provocative marketing and hyper-personalized messaging always win, he says.

    As AI becomes prevalent, information will shift from search to curation, with consumers receiving hyper-personalized content. A custom website is still necessary for developing trust and credibility, even if building one isn't as difficult or expensive as it used to be. Grewal suggests de-prioritizing website spend rather than replacing it altogether.