Reflections from an AI Marketing Session at the LMC Annual Conference
Recently I attended a marketing education session at the LMC Annual Conference in Chicago titled "How AI Is Making Standard Websites Outdated & How to Keep Up." The presentation was led by Brian McKeiver, co-owner of BizStream, and it focused on something many industries are grappling with right now: the rapid evolution of artificial intelligence and how it is reshaping the way people search for information online.
One of the most interesting points from the class was the idea of "position zero." Instead of scrolling through pages of search results, more people now ask AI tools questions directly and receive a summarized answer immediately. In fact, the session highlighted research suggesting that within the next couple of years, more people may interact with information through AI conversations than through traditional keyboard searches.
That shift naturally raises an important question for anyone in business today: If people are asking AI instead of searching websites, how do professionals stay visible and relevant?
It is an important question, and one worth thinking about carefully.
But the longer I reflected on the discussion, the clearer something became: while technology changes how information is delivered, the core role of a trusted advisor—especially in real estate—remains remarkably constant.
What Technology Can Do Well
Artificial intelligence is an impressive tool, particularly when it comes to organizing and processing large amounts of information.
Today's digital platforms can quickly provide:
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neighborhood statistics
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historical sales data
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school district information
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market trends
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property details
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listing visibility across multiple websites
For buyers and sellers, this access to information can be incredibly helpful. Someone relocating to Charleston can learn about communities, compare home prices, and begin forming ideas about where they might want to live—all before ever stepping into the area.
Technology also improves efficiency within the industry. Data can be analyzed more quickly, listings can be shared more broadly, and market insights can be accessed in seconds.
In many ways, these tools make it easier for clients to begin their research and for professionals to support them with accurate information.
But information alone does not equal understanding.
What Technology Cannot Replace
Buying or selling a home is rarely just a financial transaction.
It is often tied to significant moments in people's lives:
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a growing family
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a new job opportunity
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a relocation across the country
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retirement
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or the sale of a long-time family home
In those moments, clients are not simply searching for data. They are looking for clarity, perspective, and guidance.
Technology can present numbers, but it cannot sit across the table and listen carefully to what someone is truly worried about.
It cannot recognize the hesitation in a buyer's voice when a home feels almost right but not quite.
It cannot understand that sometimes the best advice is not to rush into a purchase—or that a seller may benefit from waiting for the right moment rather than listing immediately.
Experience allows a real estate professional to interpret the data in context: the rhythm of a neighborhood, how a community evolves over time, what buyers consistently value, and what sellers should realistically expect.
Those are insights that develop through years of working with people, not simply through analyzing numbers.
A Personal Philosophy About Real Estate
One of the themes that stayed with me after the session was a phrase often discussed in digital marketing: "human in the loop."
Even in an increasingly automated world, there remains a clear need for human judgment and perspective.
That idea closely reflects the philosophy I have tried to build my real estate career around.
My goal has never been simply to complete transactions. Instead, I focus on helping clients make decisions that they feel confident about long after closing day.
Sometimes that means encouraging a buyer to move forward with a property they love.
Other times it means having an honest conversation and suggesting they slow down, reconsider, or wait for a better opportunity.
The same is true for sellers. Pricing a home correctly, preparing it for the market, and navigating negotiations all involve more than formulas or algorithms. They require understanding the unique situation each client is facing.
Technology can support that process. It can help gather information, analyze trends, and communicate efficiently.
But thoughtful guidance still comes from listening carefully and applying experience to the circumstances in front of us.
The Charleston and Mount Pleasant Perspective
Living and working in the Charleston area adds another dimension to the conversation.
Real estate here is deeply connected to lifestyle.
Communities throughout the region—from Mount Pleasant to the historic peninsula and beyond—each have their own personality. Waterfront views, walkable neighborhoods, historic architecture, and access to the coast all influence how people experience living here.
A set of statistics might describe the average home price in a neighborhood, but it cannot fully capture what it feels like to watch the sunset over Shem Creek, stroll through Park Circle, or enjoy a quiet evening along the Charleston Harbor.
Understanding those experiences is part of what helps buyers find the right place to call home.
Local knowledge—knowing the rhythm of a community, the character of its neighborhoods, and the lifestyle it offers—remains one of the most valuable aspects of working with someone who truly lives and works in the area.
A Balanced View of the Future
Technology will continue to evolve, and artificial intelligence will undoubtedly play an increasing role in how people discover information.
That is not something to resist. It is something to understand and use thoughtfully.
At the same time, real estate remains one of the most personal decisions people make. Homes represent stability, memories, and the setting for many of life's most important moments.
While tools may change and new technologies may emerge, the responsibility of a real estate professional remains consistent.
It is to listen carefully, interpret information with experience, and help people navigate decisions that matter deeply to their lives.
In that sense, even in an AI-driven world, the role of a trusted advisor is not disappearing.
If anything, it may matter more than ever.Bonnie Wicks, licensed as Bonnie Jean Wicks Bertalot, is an Associate Broker with Carolina One Real Estate serving Mount Pleasant, Charleston, and surrounding Lowcountry communities.
