Blog
Notes on marketing and AI
I break down the parts of a marketing system: numbers, tools, mistakes. All from real projects in real estate and AI products.
Gamma review: an AI presentation tool that takes you from outline to a solid proposal draft
Sales proposals, client reports, media plan defenses, project decks – a marketer builds slides every week, and most of that time goes into layout, not substance. Gamma cuts the path from outline to a decent draft down to 10–15 minutes. Here is what the service actually does, what it costs and where its limits are.
Read · 10 min
NotebookLM for marketers: a review of the AI that answers only from your documents
The main problem with AI and factual work is hallucinations. NotebookLM answers strictly from the sources you upload and shows where every fact came from. Here is how to turn it into the knowledge base of a marketing project.
Read · 9 min
n8n for marketers: a hands-on review of the automation and AI agent builder
n8n has become the default answer to the question of where to build automations and AI agents without a developer team. I review the tool through a marketer's eyes: what you can actually build, what it costs, and what learning curve to expect.
Read · 10 min
HeyGen review: AI avatar video generator – features, pricing, and who it is for
Video production with a film crew is the most expensive link in any content pipeline. HeyGen covers talking-head formats without a camera or a studio. I break down what the service actually does, where it fits in marketing, and where an avatar cannot replace a real shoot.
Read · 9 min
SceneNote review: a free video review and approval tool with timecoded comments
Notes like "cut the logo at 0:37" get lost in chat threads, the editor pieces them together from five conversations, and sign-off on a single video drags on for a week. SceneNote solves exactly this problem, free and with no registration for reviewers. Here is what the tool can do and where its boundaries are.
Read · 8 min
AI adoption in business: why most companies fail and how to join the one percent
Everyone bought AI – only a few got results. What separates the one percent of companies from the rest: the order of adoption matters more than budgets and models.
Read · 5 min
Microtargeting with AI: finding clients within a three-kilometer radius
Microtargeting used to be a luxury reserved for big brands: producing campaigns for every small segment cost too much. AI removed that constraint. I break down the mechanics with examples from local business and real estate.
Read · 6 min
AI tools for marketers: how to build a working stack and get out of prompt chaos
In most teams AI means chaos: everyone has their own ChatGPT, their own prompts, and zero combined effect. How to move from playing with AI to a system that saves days of work.
Read · 5 min
AI agents in marketing: what they are, how they differ from chatbots, and how to deploy one
"AI agent" is the most overused term of the year. A no-hype breakdown: what an agent can actually do, where it already replaces a human operator in marketing, and how to launch your first agent in a month.
Read · 6 min
AI in real estate marketing: 7 tasks you can hand over today
Seven specific tasks in a developer's marketing that AI already does better and cheaper than people – and three you should not hand over yet.
Read · 6 min
Marketing a residential development: which channels work in 2026 and how to combine them
A breakdown of lead generation channels for a new-build project: what brings volume, what brings ready-to-buy leads, and what lowers the cost of every lead at once. With budget benchmarks.
Read · 6 min
Real estate marketing: how to build a system that sells homes, not clicks
Why a real estate developer can have expensive ads and an empty sales office. The full structure of real estate marketing: from project positioning to deal-level analytics.
Read · 7 min
What is systematic marketing: definition, principles, and how it differs from marketing by bursts
Why marketing is a lottery for some companies and a predictable flow of leads for others. I break down what a marketing system consists of and how to tell you don't have one.
Read · 6 min