How to Use Consumer AI Tools to Stand Out in Real Estate
Creative Challenge: Using Pomelli AI for Real Estate Marketing
Curiosity drove me to try Pomelli over the weekend—a tool marketed to consumer goods brands for AI-powered photoshoots and campaign creation.
As a real estate broker, I wanted to see if I could harness it to stand out and challenge the "boring" status quo in real estate marketing.
As I’ve shared many times, I’m a long-time disciple of the Dan Kennedy school of marketing… and I went through his “Magnetic Marketing” class. It was fascinating and the biggest lesson that was driven into me during that class was to always look across industries for ideas that are working and then figure out ways to apply those successful ideas to your business and your industry.
Why Try Pomelli?
The rapid evolution of AI in every industry is both exciting and daunting. I’ve heard a lot of doomsday predictions over the last few weeks, and for many, it’s apropos.
But for those who embrace change and invest time into investigating the rapidly expanding set of AI tools, the sky is the limit (but the window is closing… quickly). Dan Kennedy’s advice pushed me to test a product designed for e-commerce and apply it to real estate.
I saw Pomelli’s ad on X, highlighting its Photoshoot feature. Some of you received the following screenshot text from me:
I urged those to start playing with the tool to see what it could do. Who cares if it was geared and marketed towards the consumer goods industry? Its implicit promise is to eliminate the need for traditional photography for product marketing purposes. In the end, a home is a product… right? I wondered what it could do with a property listing. Would, or could, it create something interesting and unique for real estate?
Getting Started: Business DNA & Simplicity
Setup was pretty easy. Pomelli asks for your website, then builds a "Business DNA"—pulling your logo, colors, tagline, and values. Even non-tech-savvy agents could set this up.
The Business DNA process reveals how you present yourself online. For agents who haven’t defined their brand, this is a wake-up call: AI is coming for real estate, and you need to stand out.
Pomelli’s output for my Business DNA based on RyanTalksRealEstate.com
Campaigns & Photoshoot Experiments
An interesting feature of Pomelli is auto-generated Campaigns and the Photoshoot, which is the feature I saw on X that made me want to investigate.
Based on my blog posts, Pomelli generated campaign ideas that matched my areas of expertise—construction, analysis, and technical depth. The suggestions were pretty spot-on. Almost eerily so.
Then it was time to play around with Photoshoot. I uploaded a photo for an upcoming listing and used the default templates. Some templates produced odd or unusable results, but others removed snow and a trash bin, creating a clean, market-ready lead photo. The AI’s ability to seasonally adjust and enhance images was pretty impressive.
It turned this:
Into this:
Among other images… including this one that sparked my creativity:
This “architect’s techno” image inspired some new ideas for dynamic listing presentations—like animating the property onto different backgrounds.
Limitations & Lessons
Your online presence matters. Without a solid website and brand, AI tools like Pomelli have little to work with. Many templates are geared toward consumer goods, so results can be crazy… but don’t be afraid to play with it.
Not all outputs are usable. Some images were too altered for truth-in-advertising, but the process sparked some creative thinking. How can I push the envelope? How can I create something, or use a wild image, to make my client’s property stand out? How can I use some imagery in creative advertising that grabs an unfair share of attention? In the end, as a listing agent, isn’t that your job?
The power here is that, with the use of the right tools, you can appear much larger than you are. These tools can make you appear that you have a whole creative team behind you.
It also makes the large brokerages, full of fees for services, vulnerable. Why pay a steep split when you can create better content for next to nothing in an instant?
How to Try This Yourself
Sign up for Pomelli at https://googlelabs.com/pomelli and enter your website.
Review your generated Business DNA.
Explore campaign suggestions or go straight to the Photoshoot feature.
Upload a high-quality property photo.
Test different templates and formats (Story, Square, Feed).
Download the results and see what could work for your listings or branding.
The Challenge to Agents
Don’t let tradition or fear of the unknown hold you back. Try tools built for other industries. Just like Dan Kennedy taught me in “Magnetic Marketing”... look across industries for ideas that are working and learn how to apply them to your industry.
AI is rewriting the rules—those willing to experiment will lead the next era of real estate marketing. What’s the worst that can happen? You might just spark your next big idea.
What’s the most unconventional tool you’ve tried for your marketing? Send me your experiments—I’d love to feature creative standouts in a future newsletter!
Screenshots included above for reference. Ready to take the challenge? Share your experiments or reach out if you want to brainstorm new ways to stand out!
