The Analog Industry is Exactly Where AI Can Make a Difference—The Behind-the-Scenes Story of How Real Estate Company Ballegs Achieved Operational Efficiency That 'Permeates the Front Lines'

Introduction: Don't Stop at Meeting Summaries. The Secret to 'AI That Works on the Front Lines' and Revolutionizes the Real Estate Industry

You often hear the term 'AI implementation,' but in the end, it never goes beyond a tool for creating meeting minutes...
Do you have such concerns?

The real estate industry, in particular, relies heavily on paper and phone calls, so many people likely feel that the hurdles to AI implementation are high.

However, there is a company that has overturned such conventional wisdom, integrated AI into practical work, and achieved remarkable results. That company is Ballegs Co., Ltd.

In this article, I, Nomura (Representative of Albe Co., Ltd.), will specially introduce a case study where I supported Ballegs in their AI implementation journey.
Even if you feel that 'AI seems difficult,' you will surely think, 'Maybe we can do it too!'

Why did AI take root in the analog real estate industry?

The real estate industry tends to lag behind in IT adoption. The current reality is that system implementation is often left to external contractors, making it difficult for a culture of developing and implementing AI in-house to take root.

However, Ballegs was different.

'Having an in-house IT department and driving AI implementation ourselves'

This structure is Ballegs' strength.
Furthermore, the representative himself is actively interested in new technologies and promotes AI utilization with a deep understanding of on-site processes.

It can be said that this enthusiasm from the top and the stance of involving the front lines were the keys to the success of their AI implementation.

Case Study: 'Don't Keep Customers Waiting.' Dramatic Efficiency in Email Response Tasks

The first task Ballegs tackled was responding to customer emails.

Conventional step emails and template sentences could not flexibly respond to the different situations and requests of each individual customer. Therefore, they took on the challenge of using generative AI to automatically generate 'human-like' responses that are close to the customer.

Key points of implementation:

• AI acquires the latest information in real time: Enabling proposals based on the most up-to-date information at all times.

• Personalized text generation tailored to the customer's situation: Realizing proposals that resonate with each individual's needs.

• Warm text that is not just a template: Building trust with customers without giving a mechanical impression.

Why didn't Ballegs 'fail' in their AI implementation?

The following factors can be considered as reasons why many companies stumble in AI implementation.

• Temperature gap between management and employees: Implementation is decided top-down, leaving the front lines behind.

• Difficulty of integrating into workflows after implementation: New tools do not fit into existing operations and end up not being used.

• Front-line burden and internal politics: Resistance from those who find learning new systems troublesome or want to protect existing vested interests.

Ballegs was able to overcome these barriers for the following two reasons.

1. Promotion team + strong commitment from the top: A dedicated team takes the lead, and the representative actively engages with AI, enabling swift decision-making.

2. A system for in-house implementation: By repeating development and improvement in-house rather than relying on outsourcing, both flexibility and speed are achieved.

What AI implementation changed: 'Time' and 'Quality of Work'

Because AI can now handle 'tasks without clear answers,' you can focus on what you should be doing.

The scope of AI utilization continues to expand, including real-time property proposals, automated meeting minutes, and operational support via AI agents.

To those considering AI utilization: Start with 'small success experiences'

If you are currently struggling with:

• Even if you introduce AI, you end up not being able to use it effectively

• It ends with meeting summaries and does not lead to solving front-line issues

• It is left to outsourcing and does not progress well

then start by creating a 'system for in-house implementation' and 'involvement from the top'.

Industries with many analog tasks, like the real estate industry, have the greatest room for transformation through AI. The case of Ballegs is the best proof of this.

Conclusion: AI is not a 'magic wand.' It only demonstrates its true value when it takes root in the front lines.

AI is not just a tool. It only demonstrates its true value once it permeates the culture of the workplace and every employee becomes able to use it.

If you are worried, thinking 'I want to streamline operations, but I don't know how...', this is your chance to root 'AI that works on the front lines' just like Ballegs did.

Introducing AI itself is not the goal. The true goal is to change operations and maximize the value you can provide to your customers.

For companies that want to promote AI utilization that takes root in the field, like the case of Balleggs.
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