How Artificial Intelligence Is Changing Real Estate Marketing & Property Management

Emmet Morgan (00:00)

Right now we have a lot of marketing channels. And now we’re on LoopNet, I know we do Zillow for apartment buildings, we do Facebook Marketplace, we do Craigslist—pretty much anything that you can think of, we’re on that sort of level. But when it comes to really getting these leads,

our best case is to be calling these people that we’ve already formed relationships with within the last twenty years since we’ve started, and seeing if they’re interested in expanding their portfolio.

Joseph Crooms (02:04)

Hey everyone. Welcome to Investor Fuel Real Estate Pros Podcast. Today I am Joseph Crooms, I’m your host. Today I’m chatting with someone that’s new in the industry, I detect, but he’s a dynamic young man.

His name is Emmet Morgan. What a name, right? Love it. Emmet, he’s making some serious moves in the marketing field, but I’ll let him talk about that a little more. So right now I’m gonna let Emmet say hello to everyone.

Emmet Morgan (02:33)

Hey, how’s it going, everybody? My name is Emmet Morgan. I’m a marketing director over at Rosano Capital in Los Angeles, California. I am new to real estate and have been getting into the business for about the last couple of years. But it’s been great to kind of see what it’s like to be a marketing partner for such an advantageous capital firm that has so many different umbrellas and avenues that it can go down to.

But yeah, Joseph, thank you so much for having me.

Joseph Crooms (03:01)

All right. So you were talking about real estate. What are you interested in doing with real estate now that you sort of got your foot in the door?

Emmet Morgan (03:13)

Yeah, so right now I am a commercial real estate broker, so I am here to advertise any buildings or kind of in our—in our portfolio that we’re able to kind of get out into the public. So one thing about the kind of state of Los Angeles, and especially going through working on these—on these deals,

is finding somebody that is kind of reliable and, most importantly, respectful with—with your time as the company moves forward. I’ve had many, many deals go through, I’ve had many deals not go through, and I’ve learned a lot from what it’s like to kind of deal with people in this world of—of real estate, and especially commercial real estate. It’s been a difficult journey, but if it was easy,

everyone would be—would be doing it. So I’m glad I took the initiative a couple of years back and decided to be a broker. But also, I’m very, very happy to be on the marketing side, because it definitely, you wouldn’t think it would go hand in hand, but it definitely goes hand in hand when you think about selling such a—a needed and a big price tag, commercial properties, obviously, in the last year, it’s—

last twenty years have been struggling and going down. I’m sure we can talk about that a little bit later, but as a result of that, it’s become a very, very hungry fish tank. That’s the best way to put it. Okay.

Joseph Crooms (04:42)

Emmet, how long have you been in this particular job position that you’re holding now with them?

Emmet Morgan (04:48)

Yeah, I’ve been here for within the last year. It’s been a great opportunity. I—I’m originally from Chicago. I studied my double major in Wisconsin, so I’ve definitely come a long way, around two thousand miles, but it’s definitely worth it. I definitely encourage anyone to go out there and open up those doors and see how far you can get through.

Joseph Crooms (05:12)

So Emmet, what is—what is it that you want us to know about your company right now?

Emmet Morgan (06:06)

So, what I really want everyone to know about Rosano Property Management is that we’ve been in the business for the last 30 years. We’ve managed over a hundred properties here in Los Angeles and Southern California. We always go about our business with integrity, respect, and, most importantly, authenticity. That’s kind of our main way of doing business with—with people. It’s worked out really well so far.

We’ve gone through, you know, a recession, we’ve gone through COVID, and it really kind of tells our clients that we’re there thick and thin. That’s really the best way to do your business is to be relentless and always be trying to conquer the next—the next fire that’s being lit your way.

Joseph Crooms (06:59)

Emmet, you’re a young man, and so I know that you bring a unique perspective. Why do you think your company hired you?

Emmet Morgan (07:08)

I think my company hired me because I’ve always been a leader growing up. I started my own company. I’m very, very, very—I don’t back down easily. I would say not annoying, but like I said before, relentless. I definitely don’t stop. I always kind of go on to the next play.

I kind of get that from my—my history of playing sports in my youth. I played for the NCAA here as well. I also play for a semi—semi-professional league here in Los Angeles. So it’s about the concentration and really the dedication you have to what you want to accomplish. And something I always tell myself is that, you know, what’s—what’s for you won’t pass you,

and it’s definitely a great motto that I’ve taken out through life. It’s really helped me kind of, if something doesn’t go my way, it really helps me move forward and look on to the next thing. And that’s—that’s definitely the mentality that got me into a city that I’ve always wanted to live in, and passionate about something that I studied for for a long time. And I’m,

using my marketing skills from my—my own company I started in college, and using them to help other people, especially the owner here.

Joseph Crooms (08:23)

Okay. So before I ask you the next question, let me see. You were in base—who was in the baseball?

Emmet Morgan (08:29)

It was actually the other spring sport. I played lacrosse growing up. It was very popular in Chicago. So it was—it was—it was definitely very fun. So I met a lot of my friends growing up here as well.

Joseph Crooms (08:42)

What is the company, Emmet, that you started in college?

Emmet Morgan (08:46)

So I started a company called Claremore Media. It was—it was kind of inspired by the, you know, digital age kind of digressing and more transitioning into the AI age. There’s a lot of people that, you know, that didn’t go to college and didn’t get the education with multimedia and marketing that kind of start up agencies that don’t really help other people.

And I saw this as kind of like a problem, especially with AI making it so easy for anyone to, you know, start a company or, try to get results money-wise. But when it comes to profits, I didn’t really see a lot of these other companies or these other young men that really maybe didn’t have the,

the facilities to kind of see ahead a little bit in the future. I saw that, and I thought I could do a good job. So I started off. I talked to some of my professors, I had a lot of my capstone for ending my college career and graduating was kind of building up this company and seeing how—how, you know, how well it could perform in the real world. Like I said before,

I like to do all of my business honestly and authentically. That’s my motto. And, you know, it—there’s tons of reasons why I went into marketing, but the first reason was my best friend growing up, his family has a catering company. So they do, you know, graduations, they do weddings, and I started doing advertising for them.

I put together a plan. I would shoot for around one to three days within the year and then set up some brand awareness and advertising online to get them the high-ticket sales that they needed. And ever since then, I’ve just kind of kept progressing. I did studios, I did art studios, I went into the clothing brands,

fashion industry. But here I am, landed in the real estate industry, and I’m very grateful for that to happen. So it’s been—it’s been a long journey, but now that I’m kind of the director here of marketing, I can put all of this information that I’ve gathered throughout the years of me doing this and really try to see how I can help, without anybody

wasting their money on some person—the losses that got, unfortunately, have to fail and rebuild again. So that’s definitely one of my top priorities.

Joseph Crooms (11:16)

Let’s talk about your company now. What are some of the priorities that you notice that you think you can help the most? How have you positioned the company with your new marketing director position? What’s the priority first?

Emmet Morgan (11:33)

So our number one priority is to really refocus on these families with older people that are kind of at the end of their lives that don’t want to manage their property anymore. They don’t want to hear from the tenants, they don’t wanna really get into the nitty-gritty of why their tenants are taking up most of their—most of their day. So one example is I went into a store,

I—I love to make connections with people no matter where I am. And the owner of the store, she was a really, really kind lady. I ended up coming back, and her father was there and he owned a lot of properties and he was on the older side, around 70, 80 years old. And we were—we talked for a while, and he was saying that maybe his kids will do it,

but usually when they say that they want to hand it off to their kids, really the kids don’t really want to do the property management part of it. So they end up just hiring another property manager kind of company to take on that burden. So it’s kind of a win-win. They still get to pass on the ownership to their kids and their kids get to keep up with their own career and kind of reap the benefits of having

somebody else to do all the work they don’t want to.

Joseph Crooms (12:45)

Okay, so that’s the priority. What else have you done? What else do you have in your mind since you’ve been with the company? You can see what the problems are, you can see what the successes are. How are you going to make them come together?

Emmet Morgan (13:00)

Yeah, so one of the big problems that we have is just getting our portfolio out there. A lot of people—we do have a database where we call our recent clients or anyone that’s interested in buying in the area, and we definitely have been getting some leads that way, but there is a way to find these qualified leads without spending so much time or money on specific areas of the business,

and that is where kind of the new age of AI kind of comes in. And this is something I’ve talked to my mentor about, he’s teaching another—one of my professors, he’s even teaching another unit about AI marketing. And unfortunately, I’m not the biggest fan of AI, but the reality is if you—if you don’t use a tool that everybody else is using, you’re gonna be left in the dust.

So one strategy also is advertising on OpenAI for specifically property management. But there is a way to kind of reach these people that are using this new—this new search engine as their go-to way of finding out information, and it’s something we can’t look past.

Joseph Crooms (14:09)

We know that you—you’re dealing with AI. What’s your next real goal? What do you plan on scaling on next?

Emmet Morgan (14:16)

Our next real goal is gonna be our property management business. So we wanna try and find people, a good way to reach out to people and find qualified leads online without giving an arm and a leg to Google and having them kind of hold our hand through making a subpar advertisement at best.

Joseph Crooms (14:33)

What is your book about? Do you already have a property management business, or do—and do you have a construction business as well?

Emmet Morgan (14:41)

Yes, yes. So our company, Rosano Capital, they have kind of three main umbrella companies: that is the construction management, property management, and the brokerage.

Joseph Crooms (14:52)

Okay. So on the brokerage side, so you have investors looking for property. Is that true?

Emmet Morgan (14:57)

Yeah, we have investors looking for property. We also are selling properties here as well. We have a lot in the—in the Hollywood area with a great price. It’s just getting people to purchase or take a chance even on a property, ’cause that’s what real estate is. You’re gonna be taking chances on anything. You never know what’s the state of the world. It’s kind of like getting someone to jump into cold

water, so it’s definitely a difficult task. But like again, like I said, we like to do our business very authentically. So something like an offer that we are giving out is definitely gonna be the best offer on the market.

Joseph Crooms (15:44)

Emmet, are you marketing for all three businesses?

Emmet Morgan (16:29)

Just property management right now. Right now, our construction management company is definitely busy with our current properties right now. So there’s really no need for us to be doing a lot of construction management advertising. And then the brokerage side, we have

some agents that are, or assistants, that are definitely working the phones every day trying to find investors. But that’s kind of our next steps: to find definitely a better way to find qualified leads for these—these properties that we’re trying to sell and hold.

Joseph Crooms (17:03)

What are—what marketing channels are you currently using?

Emmet Morgan (17:06)

So,

right now we have a lot of marketing channels. And now we’re on LoopNet, I know we do Zillow for apartment buildings, we do Facebook Marketplace, we do Craigslist—pretty much anything that you can think of, we’re on that sort of level. But when it comes to really getting these leads,

our best case is to be calling these people that we’ve already formed relationships with within the last twenty years since we’ve started, and seeing if they’re interested in expanding their portfolio.

Joseph Crooms (17:41)

First of all, let me say this about you, Emmet.

You’re dynamic, you’re aggressive, and you’re progressive, in that order. And the information that you just shared—and share it with them.

Emmet Morgan (17:51)

Okay. Yeah, it was—it was really great to meet you, Joseph. I really appreciate you giving me the opportunity to come on here and kind of share my experiences so far in this—in this journey. But I’m very excited for the future and I’d love to see how we can—how we can work together.

Joseph Crooms (18:08)

Sounds good.