Selecting the right real estate tech tool for you and your business can feel daunting, but it's within your power to determine the best ways to make innovations work for you. Two real estate pros, whose businesses are on the cutting edge, discuss how embracing technology improves their operational efficiency and supports customer service tailored to their clients. Listen to "Drive With NAR."

"Luxury" doesn't mean the same thing to every buyer. Perhaps it is the location, amenities, architectural design, exclusivity or sustainability offered by a particular home or community that makes it appealing. The concept of luxury is vast, which means agents need to understand the variety to be able to serve clients successfully.

AI helps Instagram target ads, moderate content, provide customer assistance and otherwise enhance its user experience. Other benefits the technology provides include personalized content and opportunities for creativity with options like filters.

Nike is dividing its brand storytelling and brand design division into two separate teams and moved Enrico Balleri to the position of vice president and creative director of global brand voice. "Elevating him to this new job suggests that Nike is embracing its creative mavericks and focusing on the crucial role of brand storytelling again," write Brittaney Kiefer and Rebecca Stewart.

Pets are having a growing influence on U.S. consumers' home decor choices, with 80% of people surveyed saying they factor in aesthetics when buying accessories for their pets and many adding they would shell out up to $500, according to Redecor. The concept of "pet-sthetics" is becoming mainstream, and experts like Aino Heinasuo from Redecor and Jennifer Kovacs from Petco emphasize the trend of "barkitecture," where pet products are designed to match home interiors.

High-end gyms are redefining the fitness experience by offering members amenities that go beyond exercise to include spaces for socializing and work, to encourage longer visits, boost surrounding retail and offer commercial real estate developers value as anchor tenants. Life Time's Penn 1 club in New York City offers amenities like pickleball courts, a bar and recovery zones, while VITAL Climbing's Brooklyn location features a rooftop rock wall and lounge areas.

ResVR uses virtual reality to create immersive home tours that allow buyers to customize features before construction. The company recently secured $1.7 million in funding and aims to expand its offerings to include home exteriors and condo buildings.

Despite big changes ahead, NAR's president, Kevin Sears, is confident that members will adapt.

A Cincinnati home renovated by a nonprofit and an economic development group was later found on Airbnb, drawing criticism for alleged inside dealings when the owner, who paid below market rates, said that the listing was a mistake and that the home is her primary residence.

The lower-than-expected job growth in July, with employers adding just 114,000 jobs, has sparked fears of an impending recession. The unemployment rate climbed to 4.3%, and wage growth decelerated, indicating potential challenges for consumer spending.