PHOTO: FILE
A Queenstown real estate agent has been forced to apologise after an AI-generated social media post linking property sales to the war in Iran triggered backlash — highlighting growing risks around AI use in real estate marketing.
💥 The Post That Sparked Controversy
The incident involved Donna Hewitt, founder of Connect Realty, who shared a now-deleted post celebrating recent sales success.
👉 The post referenced selling six properties in a month despite “global uncertainty”
But it was the AI-generated image that caused concern 👇
- Depicted the agent in military-style clothing
- Included a war-zone backdrop linked to the Iran conflict
- Featured slogans tying property sales to wartime themes
💥 The tone was widely seen as inappropriate given the real-world context
Donna Hewitt has apologised after sharing a since-deleted AI-generated social media post linking her Queenstown real
🧠 The Apology: “Embarrassed” and “Disconnected”
Following criticism, Hewitt quickly removed the post and issued an apology
She acknowledged:
- The content had caused “concern and upset”
- The connection to real conflict was “inappropriate and insensitive”
- She felt “incredibly embarrassed”
👉 She also admitted the post showed a disconnect from the real human impact of war
⚠️ The Bigger Issue: AI in Real Estate Marketing
This situation raises a growing concern across the industry 👇
💥 AI-generated content is being used more frequently in marketing
But:
- Context matters
- Sensitivity matters
- Judgment still matters
👉 When AI is used poorly, it can damage:
- Personal brand
- Company reputation
- Public trust
📉 Reputation Risk in a Tight Market
With competition high and listings harder to secure:
👉 Agents are pushing harder on marketing and visibility
But this case shows:
💥 Not all attention is good attention
🌍 Timing Matters More Than Ever
Linking marketing to global events — especially conflict — carries serious risk
👉 The Iran situation remains a real and ongoing crisis
Which means:
- Audiences are more sensitive
- Reactions are faster
- Mistakes spread quickly online
🧠 The Lesson for the Industry
This isn’t just about one agent
It’s a warning for everyone in real estate 👇
✔ Think before posting
✔ Review AI-generated content carefully
✔ Consider wider context and audience impact
👉 Technology doesn’t replace professional judgment
🔥 The Bottom Line
AI is powerful — but it’s not foolproof
👉 Used well, it can enhance marketing
👉 Used poorly, it can damage reputations overnight
And in today’s market…
💥 One post can undo years of trust