We were just looking for a house

MakelAI was built by two Dutch marketers who work with AI every day. One is technical, the other writes. During our own house hunt we spotted something we could not ignore any longer.

It started with scrolling

When you are looking for a house, you read hundreds of listings. And after a week or two it strikes you: they all read the same. Charmingly situated. Spacious living room. Located in a child-friendly neighbourhood. You scroll past without anything sticking.

That is odd, because every house is different. We stood in properties where we saw straight away why someone would want to live there, and then read an advert with none of that feeling in it.

It was not the agents

That was our first thought, and it was wrong. We started talking to estate agents and the picture flipped. They know exactly what makes a house special. They have been there, walked around, watched the light fall.

The problem is the evening after. At half past seven you are behind your laptop on your fourth text that week, hunting for another word for charming. Not because you cannot write, but because you would rather spend that time on viewings.

Who we are

Two Dutch people in marketing, surrounded by AI all day. One is a technical specialist and builds. The other writes web copy and has a weakness for a good sentence.

That combination turned out to be exactly what this asks for. A language model let loose on a property writes smoothly, and cheerfully invents a fireplace along the way. You need someone who knows how such a model works, and someone who spots when a text says nothing at all.

What we believe

Your name goes under that text, so you have the last word. MakelAI never fills gaps with something that merely sounds plausible. What you do not tick does not go in.

And it has to be quick. A tool that takes half an hour to operate is not a tool. Photos in, a few ticks, your own eye on it, done.

Where we are heading

MakelAI started with property texts, but it does not stop there. We are working towards a place where everything about one property comes together: your recordings, your photos, your texts, your social posts, the reactions from viewers after a viewing.

What is finished and what is coming, we keep on the MakelAI roadmap. If you would rather see what already works, look at how it works in three steps. Missing something? Email us. A good deal of what MakelAI does today was suggested by agents who dropped us a line.

Who builds it

MakelAI is built by Silver Apperloo and Lars Stam. We both come from marketing and content, and we work with AI every day. Lars sits on the technical side and builds the product. Silver writes, and knows why one property description gets read to the end and another does not. Those two things have to meet, or you end up with a tool that works but says nothing, or copy that reads beautifully and is not true.

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