Increase your close rate with AI personalization

This issue of Pillow Talk, our weekly newsletter, went out by email on September 24, 2026. Get the next one.Editor's note, October 2026: This issue describes Blanket as it was when it was sent. Product names, packages and features have changed since, and some work differently today. By default, every message the AI drafts waits for your team's approval before it sends.

Hey friend,

Welcome to the 55th weekly edition of Pillow Talk! This is where I share my unfiltered thoughts on life, business, and property management.

This week, we’re talking about AI personalization.

Use AI personalization to increase your close rate

Better personalization is the single greatest thing many PMs can do to increase their close rate. I can say this because AI personalization has only just recently become available, so anyone already investing in it has a leg up. Odds are your competitor is not using AI to create a more personalized property management sales experience.

Personalization has been found to reduce customer acquisition costs by 50% and lift revenue by 5-15%. It’s fairly intuitive how. Tailored proposals and communications make clients feel valued and increase credibility, making your business a safer choice.

Personalization is also quickly becoming the baseline consumer expectation. Mckinsey found in 2021 that 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when it doesn’t happen. A 2024 IBM report found that 3 in 5 consumers want to interact with AI when they shop. These numbers are certainly much higher today.

This means that not only will boilerplate scripts and slow, non-segmented plays soon stop working, but they’ll actually frustrate and turn prospects away. Bottom line, the wider consumer experience has become so personalized that owners are bound to expect the same from their property manager.

Sales personalization before & after AI

With the right AI tools, it’s now affordable to personalize every interaction with prospective owner clients without increasing headcount.

Before, if you wanted that level of personalization, you’d probably need twice the number of BDMs. Most firms find a middle ground with templates, automated sequences, and scripts. AI personalization is more dynamic than that. Lead scores include social media, websites, and other web signals, not just what they submitted on your form. Outreach and followup can be personalized to each owner, using their property, their market, and the info the AI collected for you. Follow-ups pause or speed up based on the owner’s response. All without increased headcount.

It’s no longer science fiction or an over-promise. If you have a strong understanding of AI models and access to premium data, you can build an AI sales agent that can identify qualified owners -> contact them -> dynamically work leads over SMS and email -> book meetings -> and generate owner-specific pre-call briefs for your BDM. If allowed, the agent can run an outbound workflow like this without any human input. All you have to do is show up to the meetings. Even better, if allowed, it can also complete the entire workflow, from lead to signed PMA.

4 ways to use AI personalization today

Here are 4 ways to use AI personalization in your property management business today:

1. AI-generated content. Infographics are way better than blocks of text or an excel sheet. But creating them on a per-owner basis wasn’t possible until generative AI. Now your team can create personalized content for every lead.
2. Persona-based plays. Every owner is different, but we can break them up into at least 3 different personas. Selling to accidental landlords is different from selling to intentional investors. AI can determine which persona an owner is, and then run plays unique to that persona’s needs.
3. Signal-based plays. AI can also run plays according to different signals it monitors like “price sensitive,” “wants to sell,” “hot intent,” and others.
4. Personalized plans. AI asks owners what goals they have during discovery and uses that info to create personalized rental estimate, rent vs. sell analyses, or multi-year investment plans that will help them reach their goals.

The AI Sales Agent that personalizes everything

We built Super BDM to help property managers close more doors at half the BDM hours.

Check out these superpowers:

• Personalized Inbound. Every inquiry that hits your website, your ads, or your referral partners gets answered, enriched, qualified, and booked before your competitor picks up the phone.
• Intelligent Outbound. Super BDM matches owners to addresses, builds the list, and works it. Outbound stops being the thing nobody has time for.
• Come Prepared. Super BDM handles objections, generates white-labeled reports, generates pre-call briefs for your team, and reads every conversation so your team knows exactly where each deal stands and what moves it forward.

Book a demo

The Roundup

Content worth the click

• PM software must adapt or die
• The PM API Report Card
• How far property management has moved along the maturity curve
• When tenants use AI against you

Lastly, RIP to the OG

RIP to sleeping cartoon me. He served us well as a newsletter banner, but things change and people move on. He’ll be missed 🫶

Good night 😴

Lior Abramovich
Co-founder, CEO