Selling AI to Agents Part 2: Scott Richard

Scott Richard isn’t selling AI like the rest of the industry. The broker-turned-tech-founder is allergic to hype.And after scratching his own itch, he’s built tools that are so useful, agents and brokers sell themselves.Scott’s playbook is all about authenticity, live demos, and getting insanely specific about who he’s talking to. Here’s how he’s actually getting agents’ attention in a market where everyone’s been pitched to death.Stop Trying to Convince Agents of Anything.Let your tool do the talking…and literally, the showing.Scott’s AI tool came from solving his own brokerage headaches, not from some mastermind funnel. So he ditches the sales pitch and offers a screenshare.“I just say, Let me show you. And I turn it on and let them test it, and they’re blown away... I’m not trying to sell you something. I’m actually trying to help the industry. And that’s a totally different approach to how this came about.Live screen-sharing demos…Raw, unscripted, no pitch deck…That’s how Scott gets people to lean forward.It makes agents and brokers feel like Scott isn’t selling them at all.He’s just sitting on the same side of the table, showing them what he’s built.And because value is so obvious, the sales process is basically: “Here’s the next step if you want it.”Your Content Isn’t Specific Enough for the AI Era.“People don’t quite realize...the amount of content that’s gonna get put out....From a real estate business standpoint, I’m [thinking], Okay, how do I USE it?How do I adopt it without losing the authenticity of the message? And I think the difference is using the tools to convey a message and be very specific on the message you’re conveying.” -As an example, Scott is baking personalization into his AI tool.“I think the future of where this is going…tools that can answer at your level. So when [users] ask a question, [AI tool] gives an answer at their level and it aligns to them.”His tool isn’t just “AI for real estate.” His AI tool answers compliance and business questions in the voice the user needs to hear:* For brand new agents, it “talks like a coach,” giving encouragement and clear action steps.* For managing brokers, it “talks like a risk consultant,” focusing on liability and policy.When AI can personalize to this degree, agents’ expectations are going to skyrocket. Generic marketing won’t cut it. The era of “just flood the zone with content” might be over.Apply Emerging Tech to Problems You Understand DEEPLY.Scott’s blueprint:* Relentless specificity in content, audience, and demos.* Relentless focus on the actual problem he solved for himself as a broker.When you ARE the target market, you know when you’ve built something truly useful.So useful that your sales process can basically be, “Here, let me show you…”Want to go deeper?Click to listen to the full conversation with Scott.Or search Real Estate Thought Leaders on Apple Podcasts and Spotify.Ask This:Where can I replace “Here’s why you should buy...” with “Here, let me show you?”Who am I actually talking to…and does my content speak to their level?Quick Links & ResourcesScott Richard’s website:AI-Powered Real EstateBig shoutout to Scott for sharing what he’s doing! I love the raw, authentic approach to sales, and the relentless drive to build something truly useful…not just profitable for himself. Make sure you connect with Scott if you’re not already!-MattAgency Founder & Author of MicroFamousPS Here are two ways I can serve you…90-Day Strategy Sprint - We’ll work together to make the critical decisions on your marketing and content strategy. Then we’ll translate those decisions into new rituals and habits, and get your entire team on board.Done-for-You Content Service - From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons-Ryhal, my content team has served many of your fellow real estate leaders. We turn conversations into newsletters, podcasts and videos, all with zero hassle. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com