In 2023, researchers at MIT and McMaster University used AI to detect a powerful antibiotic within hours—a task that would typically take scientists years. While this type of AI breakthrough is making waves in healthcare, Realtors are quietly experiencing a revolution of their own.
In 2025, I believe the biggest trend reshaping the industry will be AI-driven hyper-personalization, where AI copilots transform how agents interact with clients, market properties, and grow their businesses.
Why hyper-personalization matters in 2025
In a market where clients expect concierge-level service, offering generic listings or broad marketing campaigns is no longer enough. Buyers want personalized experiences that reflect their unique needs, whether they’re looking for luxury homes with private schools nearby or eco-friendly neighbourhoods with access to walking trails.
Hyper-personalization powered by AI changes the game by tailoring recommendations, outreach, and marketing efforts specifically to what a client values most—without requiring agents to spend hours on manual research. Companies like Mave, Hostaway and Carson Dunlop are at the forefront of this shift, with AI copilots becoming indispensable tools for real estate professionals.
Enhancing, not replacing, human expertise
This is the year when AI copilots will offer the biggest competitive advantage for agents. Think of them as digital assistants that handle the heavy lifting of data analysis and communication while allowing agents to focus on personal connections.
AI copilots excel at tasks like:
- Personalized listing recommendations: AI analyzes a client’s preferences and presents listings that align not only with their budget and location but also their lifestyles—such as proximity to their favourite coffee shops or gyms.
- Tailored marketing campaigns: Platforms like Mave generate customized emails, texts, and social media posts based on a client’s preferences and recent activities, ensuring every touchpoint feels relevant and valuable.
- Predictive engagement: By analyzing past interactions, AI copilots suggest the optimal time for agents to follow up, ensuring they never miss critical moments to nurture leads.
This shift to on-demand, client-specific service will help agents retain more clients and close deals faster by delivering exactly what their clients need when they need it.
What drives this trend? AI-generated contextual insights
Hyper-personalization hinges on AI’s ability to gather and interpret vast amounts of data from multiple sources—market trends, property details, client interactions, and even social media preferences. According to the 2024 Proptech in Canada report, various platforms are already using AI to extract insights that agents can act on, but 2025 and onward will see this evolve further with real-time recommendations.
For instance:
- AI copilots will provide neighbourhood-level insights, like upcoming infrastructure developments or new businesses opening, to help agents showcase future property value.
- Generative AI will compile personalized reports, showing clients how their preferences (like sustainability or luxury) align with market trends and available properties.
- Automated lead scoring will predict which potential buyers or renters are most likely to convert, allowing agents to prioritize high-intent leads.
Impact on the luxury market: The new standard of service
In luxury real estate, where clients demand exclusivity and bespoke service, hyper-personalization is becoming essential. One of the biggest drivers in this segment will be the use of lifestyle-based property matching. Agents will no longer just match clients to properties based on price and size but on amenities that reflect their lifestyles—private spas, proximity to Michelin-star restaurants or access to yacht clubs.
An agent using AI copilots can create highly personalized neighbourhood guides, highlighting the best schools, gyms, and even local events tailored to their clients. As platforms like Mave and other proptech leaders evolve, these guides will become interactive, updating in real-time as neighbourhoods develop.
Efficiency gains: Less admin, more relationship-building
A key benefit of hyper-personalization is the drastic reduction in time spent on administrative tasks. AI copilots will automate tasks like:
- drafting and sending personalized emails or follow-ups
- compiling market analyses for client presentations
- summarizing key details from legal documents or contracts
This will allow agents to spend more time on what truly matters—building trust and nurturing relationships. Companies like Jiffy and Building Stack are already showing how AI-powered admin automation can free up agents to focus on client-facing work, and this trend is only expected to grow.
Key technologies driving the 2025 revolution
- Generative AI for real-time recommendations: Generative AI tools will go beyond static reports, generating real-time advice on properties or market trends that agents can deliver during client meetings.
- Predictive analytics for lead management: AI copilots will help agents anticipate client needs before they’re even expressed, using predictive analytics to recommend follow-ups or suggest properties based on subtle changes in a client’s behaviour.
- Voice-activated interfaces: Imagine an agent asking their AI copilot mid-meeting, “What’s the nearest school with an AP program within this neighbourhood?” and receive an instant response without ever looking at their phone.
- Integrated smart contracts and digital transactions: AI copilots will streamline the contract and negotiation process, highlighting key terms, identifying risks, and automating follow-ups for approvals—all within one interface.
Challenges: Navigating data accuracy while maintaining the human element
While AI-powered hyper-personalization offers immense potential, it’s not without its challenges. One of the most significant hurdles real estate agents will face is ensuring the accuracy and reliability of the data-driving AI copilots.
AI systems rely on vast amounts of data pulled from CRM platforms, public records and client interactions. However, inaccurate, incomplete or outdated data can lead to incorrect recommendations, missed opportunities, or even damage to client trust. For example, if a system suggests properties based on outdated market data or client preferences, it could result in irrelevant or misleading recommendations.
Key challenges include:
- Incomplete CRM records: Many agents struggle with maintaining detailed, accurate client records. Without complete data, AI copilots can’t provide reliable or actionable insights. Raz Zohar, CEO of Mave, explains, “AI can’t predict that a client prefers a specific neighbourhood coffee shop if that information isn’t documented somewhere.”
- Outdated market data: Proptech platforms often aggregate data from multiple sources, but if this information isn’t regularly updated, agents may be making decisions based on market trends that are no longer relevant.
- Bias in data: AI systems are only as good as the data they’re trained on. If the underlying data reflects biases or excludes key demographics, it could limit the effectiveness of personalized recommendations and reinforce existing inequities in the housing market.
Agents will need to be proactive in auditing their data sources, ensuring CRM entries are regularly updated, and verifying that the insights they’re using align with real-world conditions. Companies like REACH Canada are already investing in companies that build tools to help agents clean and maintain their databases, but manual intervention will remain a crucial safeguard.
Balancing AI and human judgment
Another significant challenge involves maintaining the personal touch that your clients expect. While AI copilots can streamline tasks and suggest personalized outreach, the risk lies in over-relying on automation. Clients may feel disconnected if communications become too robotic or if recommendations miss key emotional or subjective factors.
The agents who thrive in this new landscape will be those who strike the right balance—leveraging AI copilots to handle data-heavy tasks while applying their own judgment, creativity and empathy to nurture relationships and close deals.
As the industry evolves, Realtors who embrace both the benefits and limitations of AI will be the ones who turn potential challenges into long-term opportunities.
The bottom line
My 2025 (obvious) prediction is that AI-powered hyper-personalization will be the defining trend separating high-performing agents from the rest of the pack. The real estate industry’s future won’t be about who can gather the most data—it will be about who can use that data to create meaningful, personalized experiences.
Zohar explains, “AI isn’t replacing real estate agents; it’s helping them do what they do best, but better. The agents who embrace these tools won’t just survive—they’ll thrive.”
Realtors who invest in understanding and adopting AI copilots and hyper-personalized tools now will position themselves as leaders in today’s competitive market. This isn’t just the future of real estate—it’s the reality agents need to prepare for today.
Natalka Falcomer is a lawyer, real estate broker and Certified Leasing Officer who started her real estate career in private equity. She created, hosted and co-produced a popular legal call-in show on Rogers TV and founded and recently sold Groundworks, a firm specializing in commercial leasing law. She is currently the Chief Real Estate Officer of Houseful.ca, leading the development and expansion of the company’s personalized home buying and selling experience for the Canadian market. She sits as an advisor on NAR REACH Canada and is the former multi-year board member of the Ontario Trillium Foundation.