The trust arbitrage: A playbook for AI marketing in real estate
 | Jessica Kerrigan VP of Strategic Marketing Cecilian Partners |
Overview
The AI hype cycle has a cost – and in real estate, that cost is measured in trust. Jessica argues that for marketing leaders navigating today’s AI landscape, the real competitive advantage isn’t a flashy announcement; it’s an honest one. Drawing on her experience marketing at the intersection of proptech and homebuilding, she’ll share a practical framework for how to surface genuine AI value, translate it for non-technical audiences, and turn credibility into a competitive advantage.
Session Notes
Key takeaway
DeKay said AI marketing in real estate needs to be built on proof, not hype. In a market where credibility is hard to earn, she said companies that can clearly explain what their AI solves — and show that it works — will have an advantage.
What leaders need to know:
- AI claims create expectations. DeKay said every public AI claim is a promise to customers, and it either builds trust or damages it.
- Silence isn’t neutral. She said staying quiet while competitors shape the AI narrative can read as hesitation, even when companies are trying to be careful.
- Trust is a competitive advantage. DeKay framed credibility as a strategic asset in a market where many companies are making louder, broader AI announcements.
- Start with the customer problem. DeKay said the first question in AI marketing should be what pain point the technology actually solves — before deciding whether it should be promoted.
- Prove the work. She said AI capabilities need measurable results, feedback loops and accountability, not just polished messaging.
- Make the value easy to explain. DeKay said if a nontechnical customer can’t describe why the AI matters, the message is likely too focused on the technology and not enough on the benefit.
HousingWire perspective
For real estate and mortgage leaders, the opportunity is to talk about AI in a way that is specific, verifiable and tied to real customer value. The companies that win will not be the ones making the biggest AI claims — they will be the ones whose products and experiences prove those claims over time.
Presentation Materials
The trust arbitrage: A playbook for AI marketing in real estate
Download the full presentation from the session including charts, data visualizations, and key takeaways.
