Am I using AI? I am experimenting but not building my business around it. I use Claude for checking spelling and grammar in listing descriptions and marketing copy. I research market trends by feeding in local data. But I have not gone near the fully automated CRM workflows or autonomous systems that PropTech companies are selling. I am not comfortable handing off clients to a bot. Clients want to know they are working with a real person. Overusing AI seems like a good way to kill trust. What sounds like hype? Most of it. Every vendor seems to be selling something AI-powered. A lot of what is being shipped is just an existing product with a chatbot included. When a company markets their product as a replacement for the agent relationship rather than support, that is a red flag and an oversell. Do I worry about being replaced? Not by AI. I think AI will push some agents who are already thinking of leaving the industry, but 75% of agents already quit in the first five years. The ones doing a few deals a year with no real system or value proposition are at risk. Technology is speeding up what the market already does. For agents that are good at the relationship side, AI will be an advantage. It helps with research and makes communication more professional, but agents still need judgment, local knowledge, and the ability to connect with people. What changes have I noticed? I have had clients tell me they found my name after asking ChatGPT or Gemini for local recommendations. It's effectively replacing the long-tail keyword search, letting customers find agents based on specific style and expertise. Buyers are also showing up to initial meetings with more information because they are using AI to research neighborhoods and schools. That empowers the consumer and makes it more important that the agent has a deep understanding. On the listing side, I am seeing agents use clearly AI-generated descriptions. Some of it is professional. Other pieces read like they were written by a machine. Consumer-facing copy is important to write yourself because consumers can tell. Is AI moving faster than I can keep up with? Yes. I am intentionally moving slow on automation because I have seen how quickly a bad tech implementation can burn a client relationship. I follow the Inman coverage, but I am not chasing every new product. The basics of real estate are not changing. AI is just speeding up some of the process. Erik Leland Real Estate Broker, Realty First LelandNW.com
Hi Nick, I'm a solo broker in Bellingham, WA who pivoted into being a Realtor after a decade in SaaS and was awarded Whatcom County Rookie of the Year after building a platform that helped quickly establish my success. Re: your question, you're about to hear a lot of, "I use ChatGPT for business planning, listing descriptions and social media posts." I think agents are currently thinking about AI as "another platform to manage" - something that will be accelerating their current efforts, and something akin to paid ads. They're thinking about it in the same way they're thinking about how they manage Google SEO, social media and PPC... just a more sophisticated version. The thing is, AI is a categorical pivot for the industry and will be displacing incumbents, decentralizing entrenched platforms, and allowing agents to own their lead funnels vs renting them from the behemoths. I see a cambrian explosion of local alternatives to the traditional software systems that are currently being paid for via subscription. I also believe the core of what makes a great real estate agent won't be changing: deep local insights and connections; relationships and access to a community will continue to be the backbone of the industry. Would love to connect via call: (360) 812-2080.
Global Real Estate Advisor, Associate Broker at Sotheby's International Realty
Answered 16 days ago
I use Claude every day. It helps me manage my CRM, refine comps, focus language, and much more. I say "it helps" deliberately. It is not (yet) a one-click artificial genius that some people seem to imagine it is, and it still requires a lot of back and forth. It basically acts as a very capable and intelligent entry-level assistant. Lately I have found that it feels more like an early-career assistant who might have an equivalent of 2-3 years industry experience, which is remarkable since it has gotten that much better in the span of about 4 months. There are some days I am shocked at its capabilities. There are other days where I am only irritated with its quirks. I have zero anxiety that AI will replace me. With big decisions, people fundamentally want to deal with other humans. I do however think that agents who do not meaningfully incorporate AI into their business will eventually be forced out of the industry by sheer competitive pressure. How can someone compete with a broker that has more relevant experience plus a supercomputer tuned specifically to their knowledge, workflow, and nuance? Separately, one change in the industry I have noticed is unedited, copy and paste, AI-generated text on Instagram, LinkedIn, and property descriptions. Em-dashes (which used to be a very functional and graceful tool), robotic syntax, and sometimes emojis. It drives me nuts. It's debasing. There is an art to language and communication, and especially so in luxury real estate.
Hey there- Happy to help answer questions. I know AI is integral to growing and maintaining our business. I use AI on a daily basis to create content, manage email inbox, and create daily list of tasks to keep on track. I toggled through using both ChatGPT and Claude all day long. What I find to be conflicting is information pulled from Perplexity. The data often times needs to be fact checked. I recently was approached by a start up that would help me manage calls from online inquires and set up showing times. I tried it, but truthfully it wasn't for me. As agents, we get sold on how to generate leads, help workflow and daily im called on by some way an app can help me with my business. Its true that the buzz of AI is here to stay, and agents need to be fluent and embrace all the technology to compete and stay relevant. I will say however that old school tactics of a phone call to a client and the power of a simple handwritten note still go a long way. I recently met Robert Reffkin at small private event hosted by office, and I sent him a handwritten note. A week later, he emailed me personally and thanked me for the card. That personal connection is not done through AI. I think some agents get lost in using AI to connect with their leads and their clients, but for me personally, I'm using AI to be more efficient, and help with creative direction, but I will always continue to use old school tactics for connection.. If you have any further questions, feel free to connect @cynthiaMattizaRealtor, or cynthia.mattiza@KuperSir.com
Yes, we do! Have to go with the times! We mostly use AI to get our website optimized, but we're looking into several agentic options for appointment setting and other administrative things.
I use AI on a daily basis, just not in the manner you'd expect. Our development team uses AI to refine the code base for our exam prep tool, we use AI for SEO as the search engines continue to evolve, and on the client side, I use AI to save hours of prospecting time as I'm able to determine exactly what the buyer/seller needs before I dial the phone. You hear about AI replacing the agent, right? Well, according to the data from RPR in February, 82% of agents are using AI, mostly for writing listing descriptions and social media content. Makes sense, right? The idea of AI agents that are closing deals, though? Well, I haven't seen anyone buy that just yet. No, AI isn't replacing me anytime soon, especially in South Florida, as the buyer wants real negotiations, real-time reading of the room during an inspection, etc. AI allows me to focus on these situations. I think the biggest change in the AI world this year is the gap between early adopters and the rest of the industry. While productivity gains are real, with some brokerages reporting as much as a 40% increase, the gap between the early adopters and the rest of the industry is growing. It's moving quickly, I know, but with just 15 minutes a day, I'm happy to keep up as I focus on tools that solve the issues I'm facing now, as opposed to the latest shiny new thing just released.
Yes, I currently use AI in my Real Estate business. I keep hearing that Realtors are going to be replaced by AI and that AI will change the future of the industry. I don't have anxiety over being replaced by AI simply because there is intrinsic value in working with a real person that AI cannot replace at this time. That said, I'm sure there will be some buyers and sellers who go it alone and rely on AI to make their next move but it won't be the lion's share of the industry. The biggest change I've seen in the last year due to AI is that I've noticed some agents social media presence have taken a big step up in content generation. I can spot when some agents are leaning on AI but the good ones are harder to notice but I presume they are using it in some aspects. I think AI as a whole is moving much faster than anyone anticipated but within the real estate space I don't feel like I'm falling behind. I use AI in the following ways: -Content generation. I try not to let AI write my content from scratch but I like to use it for proof reading and content structuring. This content is used on the MLS, social media, and emails to my clients. I also use it for creative thinking and business planning. -Photo Editing. I like to post on Instagram but the formatting doesn't always match what the photographer provided so almost all of my posts of homes include a photo that has been stretched or filled to fit better within instagrams formatting. -Chat Bot. I'm newer to this but my website uses an AI chatbot that helps with lead nurturing. Thank you for the chance to respond to your question. FYI I did not use AI to respond to this :) I'm always available for a phone call if needed. Thank! Alex Hubler Realtor 612-202-3575 westmetroliving.com
Q1: Internal operations. AI has given us the ability to create our own software. CRM's have always been a struggle for my team. They have some features we love, some we hate, and some we wish the CRM offered. It's a compromise. We've built our own lead-tracking system, SOP's and checklists for managing our content with AI. Content on our website & YouTube channel are the #1 driver of business to our team, so using AI through the content production process has been a major unlock. AI is like our marketing assistant. It helps give us a list of dozens of topics, ideas, social media concepts, and we'll choose 3-4 we want to focus on every month. Q2: Mostly that it will eliminate the need for real estate agents & loan officers. I think there is a fundamental misunderstanding of how AI works. We use AI frequently, but there are problems. It gets things wrong, it makes up statements & facts, it misses things. We treat AI like an assistant that needs to be fact-checked, reviewed, and held accountable... Not like a fully-functioning executive member of our team. Q3: No. Real estate transactions are full of bumps in the road. Our job is 50% real estate expert & negotiator, 50% therapist who keeps our clients grounded and calm. Each transaction is emotionally-charged in its own way. The human relationship makes a big difference for our clients. I see a future where AI offers some guidance and a way of buying a house that is AI-enhanced, but I think there will always be a place for human realtors in the process. Would you use AI to represent you in a court of law? I wouldn't. I feel the same way about real estate. Q4: Lots of AI-generated listing descriptions that read like AI wrote it and nobody fact-checked it. We've noticed dozens of listings across brokerages that have a very similar tone & style of writing. Inaccuracies in the marketing of HOA's, neighborhood amenities, taxes & CID information that has been presented incorrectly. When I see em dashes riddled through the description, my instinct tells me AI wrote the whole thing. Q5: AI is overwhelming. I try to take things one day at a time. I listen to coaching calls and watch training videos on AI. I always look for 1-2 actionable items I can do today, rather than the 10-20 things I could start doing differently over the next 12 months. AI constantly updates, and every time I feel like I've just gotten used to ChatGPT 5.0, it updates with a new version of the AI that does things subtly differently.
I run several businesses: a brokerage, a property management company, a title company, a real estate school, and a non-profit, so falling behind on technology isn't an option I can afford. We've integrated AI into everything from agent training workflows to how we communicate with clients throughout a transaction. The hype that makes me roll my eyes? The idea that an AI chatbot can replace the listing consultation. Walking through a house with a homeowner, earning their trust, understanding why they're selling; that's not a script. No large language model replicates that. What has genuinely changed in residential real estate this past year is the speed of information. Buyers come to the table more informed. They've already used AI tools to research neighborhoods, estimate home values, and identify red flags in listings. That actually raises the bar for agents, because now the value isn't in what you know; it's in what you do with that knowledge on behalf of your client. Does the speed of AI innovation stress me out? Some days, yes. Barbara Corcoran taught me that the best entrepreneurs don't wait until they're ready; they figure it out as they go. I apply that same energy here. We test, we adapt, we keep moving. The families we serve through Pepine Gives, those working to stabilize their housing situation, deserve agents who are sharp, efficient, and ahead of the curve. AI helps me be that. But the heart is what keeps me in this work.
I mostly use AI for lead gen, running numbers on properties, and writing listing descriptions. It definitely helps me sort through data faster, but honestly, it's not the miracle everyone claims. Tech moves so fast here. If I don't keep up, I feel like I'm falling behind or just getting lost in the noise. If you have any questions, feel free to reach out to my personal email
You're asking how AI is actually being used in real-world service businesses like real estate, and while I'm in waste hauling, I see a lot of parallels with how agents are adapting. I've started using AI tools to handle customer inquiries, recommend dumpster sizes based on project details, and streamline scheduling—similar to how agents use it for listing descriptions or lead follow-ups. What I hear a lot sounds like hype around "fully automated transactions," but in practice, customers still want a human to guide them through decisions, especially when money and logistics are involved. I don't worry about AI replacing me because most of my value comes from understanding messy, real-life situations—like helping a contractor who underestimated debris or a homeowner overwhelmed mid-renovation. AI doesn't handle nuance or emotion well yet. Over the past year, I've noticed customers expect faster responses and more accurate recommendations, which AI helps with behind the scenes. The pace is fast, but I've found you don't need to master every tool—just pick a few that actually save time and improve service, and build from there.
I flip houses and use AI to sort through leads and check comparable sales. It helps with marketing too. Honestly, most vendor hype about magic results is just noise. We didn't get rich overnight, but the tools actually helped us follow up faster and spot better deals over the last few months. If you have any questions, feel free to reach out to my personal email
I've sold real estate in Vancouver for 20 years. I use AI for pricing and organizing emails, but it can't replace a good conversation with a client. Some agents worry AI will take our jobs, but I find people still want a person they trust. It hasn't been some massive shift. It just helps me reply faster or catch details I might miss when things get busy. If you have any questions, feel free to reach out to my personal email
AI has taken over the grunt work at my job, mostly sorting leads and crunching numbers. The new CRM tools save me time on paperwork, but they fall apart during the messy parts of a negotiation. The software handles data fine, but it can't read a room. I'm not worried about getting replaced. Honestly, this tech just means I get to spend more time actually talking to people instead of staring at spreadsheets. If you have any questions, feel free to reach out to my personal email
AI has been beneficial in terms of operations by helping increase communication, organize workflows and draft materials especially early in the process. The great thing about being more efficient, is that when time is saved (and there is more than one transaction going on) saving time is not as important because, time is now irrelevant. I believe that AI cannot fully replace the customer relationship aspect of our profession. Not only have the clients we work with been through a lot - either dealing with aspects of financial stress, relocating, or significant life changes - all are going through something significant and cannot be dealt with only through automating tasks. I have seen many clients come in with much more information than in prior years, often due to their use of AI tools, creating a different dynamic and resulting in much less time spent on basic education and much more time working with them on making decisions. To me, AI is not moving too quickly for me to keep up. On the contrary, it is helping us add a new layer to our current processes. However, the main aspects of what we do i.e., listening, building trust & helping people move forward, have not changed.
AI is everywhere right now. I use it to run comps and find sellers, but it isn't replacing me. Clients still call me when things get tricky because they want advice from someone they know. The software handles the data, but it can't tell you what a neighborhood is actually like on a Tuesday afternoon. It is a useful tool, but it is not the whole solution. If you have any questions, feel free to reach out to my personal email
AI is absolutely part of how I run Pepine Realty, and I'm not shy about it. We use it for marketing copy, drafting client communications, analyzing market data faster than any human could, and even screening leads. It has genuinely saved my team hours every week. That said, a lot of what I hear from PropTech vendors sounds like a sales pitch dressed up as a revolution. Automated valuations, for example, still miss badly in nuanced markets. Gainesville is not a cookie-cutter market, and no algorithm understands why one neighborhood outperforms another the way a local agent does. Do I worry AI will replace me? Honestly, no. Real estate is one of the most emotional, high-stakes decisions a person makes. When a family is relocating, going through a divorce, or buying their first home, they want a human being who actually cares. That is something I have built my entire business around, including through Pepine Gives, where we support at-risk families. You cannot automate empathy. What I do notice is that clients come in more informed now, which means agents have to show up sharper. AI raised the floor for everyone, but the ceiling still belongs to the people willing to do the relationship work.
In my opinion, whether people believe it or not, AI is already part of the workflow process, even though it is not as drastic as most people would have believed based on the press that is being published. AI is primarily used to assist with the organization of the client's transaction flow, development of business patterns, and the determination of which opportunities are most beneficial. In short, AI is a filtering tool. Instead of looking through every piece of data, AI helps the agent focus on data they need to use to make a good decision. The major hype associated with AI is directly attributable to the potential of AI to automate everything. The reality is that there are many aspects to real estate that are too subjective to automate. Decisions in real estate are primarily based on the subjective opinions of humans which, by definition, are not as easily quantifiable in nature as objective decisions. The other significant change that I have seen over the last year has been that decisions made through data will significantly increase from an earlier degree of data knowledge. AI has allowed for faster identification of various data trends and attributes but has not replaced the decision-making process. I do not believe that AI will replace agents. AI will simply compress time originally lost due to lack of efficiency. Agents and investors who create systems around AI will be able to operate at a much faster and consistent pace. Agents and investors who don't embrace AI will feel that they are moving at a much slower pace than the rest of their colleagues. Therefore, the real question you should answer is, should you implement AI as part of your process?
The fear that AI will replace agents comes up at every industry event I've been to lately, and it's usually the agents who haven't tried it yet asking the question. Over the past year I've used AI mainly for two things: writing property descriptions from feature lists and pulling together market data before client consultations. What used to take me 45 minutes takes about 10 now. What sounds like hype to me? The idea that AI can handle the relational side of this business. I had a Cherry Hills Village transaction last year where the deal almost fell apart three days before closing over a non-monetary dispute between the buyers and sellers. Reading the room, calling the right person, finding a solution both sides could live with -- that's not something a chatbot does. What I've actually noticed changing is how sharp buyers are when they walk into showings. They've done AI-assisted research that would have taken days five years ago, and they challenge our numbers. That's made me prepare harder, which is probably good. Falling behind? Not yet, but I'm paying attention. The agents who will struggle aren't the ones who can't keep up with AI. They're the ones who flat-out refuse to touch it.
Honestly, I am using AI and it has been useful. I use it for drafting property descriptions, writing client communications, and organizing market data faster than I ever could manually. It saves me real time on the administrative side so I can focus on what actually matters: sitting across from a family and helping them make one of the biggest financial decisions of their lives. As for the hype, I hear a lot of noise about AI "predicting" the perfect home or automating negotiations. That's overblown. Real estate is deeply personal. A house isn't just square footage and a zip code. There's emotion, timing, neighborhood nuance, and relationship trust built over decades. No algorithm has 27 years of Lansing relationships. Do I worry AI will replace me? Honestly, no. I've watched this industry absorb the internet, Zillow, and iBuyers. Each wave changed how we work, but it didn't eliminate the need for a trusted advisor who actually knows the local market. The agents who got replaced weren't replaced by technology. They were replaced because they stopped adapting. AI is moving fast, sure. But I've been moving fast in this market for 27 years. I'm not slowing down now.