What is the future of real estate agents?

As AI progresses at a rapid pace, the real estate agents who succeed are not the ones who know the most, but those who know how to combine technology with something it cannot replace: human judgement and connection.

“Will my job be relevant in five years?” “Am I replaceable?” These are questions people have asked across industries for years, but as artificial intelligence (AI) has advanced at a rapid pace, what was once a passing thought has become a genuine concern, including for those working in real estate.

So, what does the future of the real estate agent look like? We posed this question to the REMAX network to find out.

“AI is no longer a future prediction or something we only see in movies; it has become an integral part of both our professional and personal lives. The opportunity now is learning how to work alongside it and use it to our advantage,” explains Adrian Goslett, CEO and regional director of REMAX Southern Africa.

Goslett notes that technology has already changed the way real estate agents operate and, importantly, where they add value. In the past, simply having access to property and market information gave agents an advantage. Today, that information is readily available to almost anyone with internet.

“Agents are no longer the gatekeepers of information. Buyers and sellers have access to property portals, market, AI tools and endless online resources. Information has become a commodity. Judgement has become the differentiator,” says Carla Visagie, broker manager at REMAX Independent Properties (Lorraine).

“Our value is no longer in simply having information; it’s in interpreting that information, providing context, solving problems and helping clients make confident decisions,” she explains.

While AI may be able to take over some of the tasks traditionally handled by agents, it also creates an opportunity for them to spend more time where they add the greatest value. By streamlining tedious administration and assisting with everyday communication, technology can free up time and allow agents to focus on relationships, negotiating deals, solving problems and guiding clients through important decisions.

This has become increasingly important as client expectations continue to evolve. Feedback from agents suggests that today’s clients expect faster responses, easier access to information, greater transparency, stronger market expertise and a more convenient digital experience, alongside the personal guidance they have always relied on.

Nadia Aucamp, broker/owner and legal liaison for REMAX All Stars believes that automation could help agents meet these expectations without adding even more to their workload.

“An automated system that sends monthly email campaigns to an agent’s database is invaluable. It ensures consistent communication without requiring additional time from the agent, helping to strengthen client relationships and maintain brand awareness,” she says.

Visagie takes this idea a step further, noting that AI could help respond to initial enquiries after hours, answer common questions, qualify buyers and even schedule appointments, until the agent is available to personally take over.

“The goal isn’t to replace me; it’s to ensure that no enquiry goes cold or ends up with another agent simply because I wasn’t immediately available,” she says.

But if technology can make agents faster, more informed and more efficient, what will separate one agent from another? The answer may be surprisingly human.

Research conducted among our agents found that the qualities separating top performers from average agents were dominated by professional excellence, consistency and discipline, relationships and emotional intelligence, and mindset and drive.

“The qualities that make agents exceptional are overwhelmingly human. AI can amplify these strengths, but it can’t replace them,” say Goslett. “The future agent will not need to compete with technology but rather to learn how to use it to become a better advisor, a better communicator and provide a better experience for their clients.”

Issued by Kesia Cloete