MarTech Interview with Kala Halbert, Director of Marketing, Prophia

Kala Halbert, Director of Marketing, Prophia discusses more on why automation is key to driving business goals in today’s market scenario:

 

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Welcome to this MarTech Series chat, Kala, tell us about yourself and your marketing journey through the years, we’d love to hear more about your role at Prophia…

My professional journey started over a decade ago, fueled by a passion for real estate ignited during my younger years through DIY projects and home renovation. After earning a business degree with a marketing focus, I began my career on the corporate side of residential real estate before transitioning to the commercial sector. Now, as the Director of Marketing at Prophia, I have the opportunity to combine my marketing expertise with my passion for real estate, contributing to the development of an AI-driven tech solution for the commercial real estate industry. This role allows me to make a meaningful impact on the growth of this dynamic asset class, and I couldn’t be more thrilled about the journey ahead.

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Take us through the recent trends in AI-powered tools for commercial real estate (what trends are you seeing in the industry), we’d also love to hear about Prophia and how the platform enables end users.

Prophia stands at the forefront of a novel trend cycle in the real estate industry. With the increasing adoption of data-driven decision-making, AI and data analytics have become not only accessible but also remarkably user-friendly. At Prophia, we witness this industry shift firsthand as the demand for AI-driven insights grows. Our platform equips CRE professionals with the power to identify potential opportunities, analyze portfolio trends, and optimize asset performance. Our proprietary technology empowers customers with invaluable gifts: time, trust, and insightful data, enabling them to make informed decisions and achieve transformative outcomes.

How is real estate today being impacted by new-age AI / martech systems and what thoughts do you have for the future of this space and the impact of these tools in this segment?

At Prophia, we’ve seen the landscape around CRE change tremendously—especially as more companies are adopting proptech and AI as positive features.

Right now, we’re seeing that the age of “trust-your-gut” networking strategy is being replaced by data-driven analytics and insights. While experience, market nuance, and industry knowledge will always be important, the companies that pair these characteristics with data strategy will rise to the top.

We’ve dubbed this the rise of the “Moneyball era” of commercial real estate.

Looking ahead, I believe AI will continue to play a pivotal role in shaping the real estate landscape, especially since we’re already seeing it streamline various aspects of the industry, such as enhanced customer experiences, optimized property management, and the introduction of innovative ways of property development and design.

How can real estate teams use these tools to improve their data-driven priorities and processes in a more streamlined manner?

Automation is key! By automating tasks that were once manual and time-consuming, professionals can free up valuable resources and focus on higher-value activities and strategic planning. Moreover, decouple headcount from portfolio growth. Prophia’s platform plays a pivotal role in this transformation, offering the game-changing benefit of teams working off one true source of data. With all teams aligned and informed by comprehensive information, decision-making becomes more precise, collaboration becomes seamless, and the potential for strategic planning and successful outcomes reaches new heights.

Can you talk about some of the most impressive AI tools or features for real estate you’ve been reading about from across the globe?

As one of the world’s largest asset classes, CRE holds a vast realm of possibilities for AI-driven solutions, catering to an endless array of needs within various specialties. One of our favorites is Placer.AI, a location intelligence and foot traffic insights platform. Another, aedifion, stands out with its building automation platform, offering real-time insights into energy use for more sustainable environments. And Zeitview utilizes drones to capture high-quality imagery, enhancing property maintenance and marketing efforts – just to name a few. With new companies emerging daily, we’re lucky to be fortified by over five years of engineering at Prophia and are poised to continue leading the charge as AI relates to CRE data.

If you had to share five thoughts about the state of AI and martech in the next decade, what would it be?

I’m excited to see advancements in our new AI-led frontier! If I had a chance to be an oracle, I’d share these five predictions:

• AI will become an integral part of real estate operations, transforming how properties are managed, marketed, and valued.
• Personalization will be key—AI-driven tools will enable tailored tenant experiences, from property search to tenant support.
• Data privacy and security will be paramount—As AI relies on vast amounts of data, safeguarding customer information will be crucial.
• AI-powered predictive analytics will be instrumental in identifying emerging trends and investment opportunities.
• The adoption of AI tools will level the playing field, benefiting both large corporations and smaller real estate firms, fostering healthy competition and innovation.

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