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MILLION Luxury rolls out AI across brokerage marketing and operations
The Miami-based ultra-luxury brokerage says AI is intended to boost productivity and improve CRM and lead follow-up while keeping agents central to client service.
Miami-based ultra-luxury brokerage MILLION Luxury is deploying artificial intelligence across marketing, CRM, lead qualification, and internal operations to increase productivity per agent, HousingWire reports. CEO Andrés Muñoz said the company is using AI to amplify agent expertise and client service rather than replace agents.
Muñoz tied the push to what he views as industry pressure from consolidation over the past 18 months, arguing that specialization can help independent brokerages keep competing with mega firms. He said MILLION focuses on serving the ultra-luxury segment in South Florida, where it targets properties above $1 million.
According to HousingWire, Muñoz said the brokerage is incorporating AI as an operating layer across the firm as the technology has developed. He added that MILLION does not aim to become a rental company or mass-market or national brokerage across categories, saying that focus allows it to go deeper.
HousingWire also notes that Muñoz founded MILLION in 2015 and brought a background in technology, web development, and digital marketing to the business, with an early emphasis on using digital distribution and better information to improve how buyers discover properties and how agents serve clients.