It wasn’t that way back that probably the most urgent tech choice in an property company was whether or not to spend extra with Rightmove or dabble in some Fb adverts. Then got here the increase in social media content material, automation instruments, CRMs and all the remaining.
However now there’s one thing greater occurring, and it’s not simply one other piece of propTech. It’s AI. And whereas it’s not altering the business in a single day, it’s already altering how property brokers work… and the way shoppers make choices.
In the meanwhile, most brokers utilizing AI are doing so in comparatively easy methods. Writing property descriptions, producing content material for social media, creating just a few template letters or follow-up emails. All helpful. All time-saving.
However that’s simply scratching the floor.
As a result of what’s coming subsequent received’t simply have an effect on how brokers run their companies. It’s going to change how owners and consumers interact with the shifting course of altogether.
We’re already beginning to see individuals asking AI questions like, “Is that this home price what they’re asking?” or “What different properties close by might I evaluate this to?” However extra importantly: “Which property agent ought to I select to promote my residence?”
And that’s the place the sport actually begins to shift.
These instruments received’t simply assist brokers streamline their admin. They’ll assist the general public make selections, about worth, about timing, and about who to belief. If a vendor asks an AI instrument which agent to make use of of their city, the response will likely be formed by knowledge: opinions, native visibility, on-line content material, and status.
Meaning what was a model query turns into a tech one. Are you seen sufficient? Are your previous outcomes simple to seek out? Is your digital presence sturdy sufficient that AI will even think about you price mentioning?
Proper now, many brokers are experimenting with AI to hurry issues up. Writing itemizing copy quicker. Prepping blogs or newsletters extra persistently. Automating bits of follow-up in order that they don’t fall by way of the cracks. All of which is completely wise.
However to actually get the profit, you should assume greater.
Used correctly, AI turns into a time-saver and a multiplier. It helps you repurpose what you already know, your market perception, your consumer tales, your knowledgeable recommendation, and get that in entrance of extra individuals, extra usually. And that’s what builds belief.
The advantages are clear: higher effectivity, extra consistency, and a method to scale a few of your output with out burning out.
However there are additionally downsides.
Rely too closely on AI and your messaging turns into generic. Overdo the automation and also you danger sounding like a bot, quite than an area knowledgeable who genuinely understands the market. Plus, there’s all the time a hazard of turning into so tool-dependent that you just cease doing the issues that make your company private and human, as a result of that’s what actually wins directions.
Trying forward, the development is evident.
AI is shifting past back-office duties. It’s turning into one thing your shoppers will use themselves. They’ll ask which property brokers carry out finest domestically. They’ll use it to cross-reference Rightmove listings. They’ll search for perception, not simply info.
Which implies the very best brokers received’t simply be those utilizing AI. They’ll be those who perceive the way it’s getting used by the general public, and easy methods to present up in the correct method, in the correct locations, with the correct message.
As a result of within the not-too-distant future, it received’t simply be the home-owner making the choice. It’ll be the home-owner asking AI… and AI influencing sellers on who to belief with their most precious asset.
Chris Webb is the founding father of The Property Agent Consultancy.
Finish-of-year property company convention returns for 2025
