As artificial intelligence becomes ever more widely used in almost every sector, savvy real estate agents are harnessing the power of AI to aid in marketing homes.

“In order to be competitive, you have to use whatever technology you can to your advantage,” Haskell says. He has been making use of AI tools to help with writing both listing descriptions and more complex documents.

“You can basically write an addendum to a contract and tell ChatGPT to spell it out in a ‘lawyer-ly’ tone and it’s pretty incredible what it can do,” he says. “In terms of pricing strategy and algorithms to figure out pricing on a particular home I think it has some value, but there are a lot of variables that are hard to put your finger on and hard to feed into some sort of an AI system in order to truly calculate why a unique property is valuable.”

The use of AI to help in creating listings that stand out is widespread and set to grow. “If there’s one thing that kind of curses all of us in the real estate industry it’s coming up with something new and exciting every time we list a new luxury house or ultra-luxury home, and ChatGPT has been a great sounding board to get new and fresh ideas out there,” Bailey says.

He has also found AI technology useful when creating marketing visuals, too. “It’s very useful for cleaning up photos so you can get rid of unwanted signs, people, obstructions…to make things look a little more clean than they would be, because it’s hard to find that perfect day and that perfect shot all the time,” he says. “I’ve seen some people use AI for walkthroughs, like voiceovers. There’s not a ton of it in our market yet, but certainly I think that AI is going to definitely reshape our industry.”

AI is also simplifying the way agents work by allowing more efficient approaches to client communication, such as following up with potential buyers, Whitman says. “Companies reach out to me all the time and ask me for

case studies, so we’ll talk through hypothetical scenarios and they’re basically trying to build AI tools to remove some of the behind-thescenes work that we have to do,” he says. “Now that we’ve all started to see how good AI can be, I think it's exciting for us to know what's coming.”

Currently, all AI technology requires a measure of human oversight, agents agree, but it is set to become ever more integral as its capabilities expand. “As it starts to learn more about the algorithms and the searches and wealth mapping and finding the best type of buyers for those properties and marketing it to them precisely, it’s going to have a far larger impact over time,” Biryla says. “It’s just going to advance and make us more capable and allow us to serve our clients better."