As AI is weaved into the fabric of various industries around the globe, real estate stands at a crossroads. Over the years, we’ve seen waves of new technology—social media, chatbots, online lead generation—each touted as the next game-changer. Now, AI has arrived, the latest bright and shiny object and it’s captured our industry’s attention.

It’s taking real estate by storm, dominating discussions in publications, on conference stages, and within companies eager to equip agents with more tech tools. But the key question remains: Is AI truly simplifying our business and helping us generate more deals, or is it just another distraction that places technology between people?

While AI can automate email replies and streamline interactions, potentially disrupting traditional business practices, it can also serve as a powerful ally when used for tasks like content editing and brainstorming. The challenge lies in leveraging AI effectively without allowing it to diminish the human connection that defines our profession.

The role of AI in real estate

AI holds transformative potential for real estate professionals. Tools that assist with brainstorming, idea generation, and marketing content creation can boost productivity and creativity. Automated data analysis tools can quickly identify market trends and investment opportunities, enabling Realtors to provide clients with more informed advice.

With the growing variety of AI-driven solutions, there is likely a tool available for almost any pain point you’re facing. The key is to explore your options and choose the right fit. When used strategically, AI can save time on labour-intensive tasks, freeing you to focus on the personal, relationship-driven aspects of your business.

The risks of over-reliance on AI

However, this technological evolution comes with caveats. As AI continues to advance, there is a real concern that it could one day automate the entire real estate transaction process, raising questions about the Realtor’s role and the justification for commission fees.

Sellers frequently ask, “How much commission do you charge, and would you consider lowering it?” Consumers always weigh price against value. If clients perceive that AI can handle tasks traditionally performed by Realtors, they may question whether paying for human expertise is necessary.

Think about your own consumer experiences—whether at a high-end restaurant, a luxury hotel, or a car dealership. The service you receive shapes your perception of value. Likewise, in real estate, the quality of service and the personal touch we provide influence whether clients return and refer others.

We’ve seen industries disrupted before—travel agencies and retail sectors, for instance. An over-reliance on AI could push real estate down the same path, leading clients to wonder, “Why should I pay for services a machine can perform?” The key is understanding when and how to use AI without letting it replace the human element.

How Realtors can use AI effectively

AI is great for:

• Brainstorming ideas
• Crafting emails, social media posts, video scripts, and marketing messages
• Automating internal processes
• Editing videos

But avoid using AI to:

• Do your thinking and final writing
• Communicate directly with clients
• Schedule your days
• Automate the entire transaction process

The human element in real estate

Real estate transactions are not just financial—they are deeply emotional. Buying or selling a home is one of the biggest decisions people make in their lives. The industry’s foundation has always been human connection, and those of us who have built our careers in real estate want to preserve that.

The art of the sale involves more than just logistics. It includes navigating client emotions, answering tough questions, and overcoming challenges. AI cannot replicate the subtleties of negotiation, the reassurance needed during setbacks, or the empathy required in high-stress situations. These factors reinforce why real estate will always need a human touch.

The challenges of AI integration

While AI’s potential is undeniable, its implementation presents challenges—especially for those who aren’t technologically inclined. Adopting AI tools requires an upfront time investment, and in some cases, that time might be better spent engaging directly with clients and growing your business through traditional methods.

However, in areas where AI can provide efficiency—such as video editing or automating repetitive tasks—it can be a worthwhile investment. For instance, if you record a long-form video, AI can help break it into shorter clips, add captions, and insert graphics, saving you time and money on editing.

That said, if your goal is to grow your business and maintain control, it’s crucial to remain actively involved rather than blindly delegating to AI. Your unique value lies in crafting personalized client experiences and proving why you stand out in a competitive industry.

The danger of widespread AI adoption is that it could make all Realtors appear the same, diminishing individual differentiation. If AI begins performing tasks that traditionally set Realtors apart, clients may struggle to see why they should choose one agent over another.

AI as a co-pilot, not the pilot

AI should be viewed as a co-pilot—a tool that enhances our capabilities without taking over the controls. I encourage you to explore AI tools while ensuring that you remain in the driver’s seat.

Action steps:

• Make a list of what you excel at, what you struggle with, what you enjoy in your business and what you dislike.
• Identify areas where AI could assist, such as content creation, refining your listing presentation, crafting marketing messages or editing videos.
• Schedule dedicated “AI exploration time” in your calendar to research tools while ensuring you continue focusing on the essential tasks that drive your business forward.
• If you’re new to AI, try a free tool like ChatGPT. Prompt it with: “Write a marketing email from me to my contact list, encouraging them to reach out if they want to buy or sell, or if they know someone who does.” Review the output, refine it with additional prompts and ensure the final message sounds like you.

Like any new tool, AI comes with a learning curve. Some Realtors will embrace it fully, while others will take a more cautious approach. Regardless, we must be strategic in how we integrate AI, using it to enhance—not replace—our irreplaceable human skills. 

As the industry evolves, maintaining this balance will be key to ensuring Realtors remain relevant and indispensable to homeowners for years to come.

David Greenspan

David Greenspan, CEO and founder of #MindShare101 is a nationally recognized keynote speaker, trainer and coach who helps sales professionals and businesses improve their sales and marketing efforts by
bridging the gap between online and offline marketing to achieve a higher ROI on every marketing dollar spent. His direct, raw, and real approach is designed to motivate you and give you the advice you need to know.
David’s goal is to help you build MindShare, creating a top-of-mind intuitive, instinctive reaction so when people think of the product or service you offer, they think of your name first, always putting you
in the right place at the right time to take your business to the next level.