How AI can enhance but not replace real estate professionals

The real estate industry is no stranger to innovation, and artificial intelligence (AI) is one of the most powerful tools shaping its future. From predictive analytics that help identify market trends to tools that automatically curate listing descriptions in an instant, AI has the potential to significantly enhance the way agents and brokers do business.

However, according to Adrian Goslett, regional director and CEO of REMAX Southern Africa, while these technologies can increase efficiency and provide valuable insights, they cannot replace the human expertise, empathy, and trust that are central to real estate transactions. “Buying or selling a home is not just a financial decision. It’s an emotional journey that requires guidance, support, and local knowledge that only a real estate professional can deliver,” he explains.

Speaking first hand on how AI is impacting his own business, Grant Gavin, broker/owner of REMAX Panache, explains that Chat GPT has become a go-to resource for his agent’s day-to-day activities.

“With AI, salespeople who are willing to ask the right questions will ultimately find the answer within seconds. Whether its strategizing new lead generation techniques, critiquing social media strategies or writing a captivating listing description, it’s all available at the touch of a button,” he adds.

That being said, Gavin stresses that technologies and in particular, AI, are there to assist the salesperson in terms of improving efficiencies and productivity, so that the salesperson has more time to provide that human touch – which is ultimately the key to any real estate transaction.

“Sales are fundamentally about relationships and I don’t think that will ever change, nor can an AI replace that. The fundamentals in real estate don’t change, namely: relationship building; visibility and branding; market knowledge and authority; consistent prospecting; and the ability to generate repeat business. Technology can assist with all these aspects but can never fully replace the need for a human connection.”

For those who feel overwhelmed by new systems, particularly older generations for whom technology may not feel intuitive, Gavin reassures that the purpose of technology is not to complicate, but to simplify and automate tasks that were once done manually. For example, he explains that a CRM system replaces the need to keep scrolling back through your old handwritten notebook.

The fundamentals stay the same, but technology can be used to streamline the process. Technology changes the “how” not the “what.” If the technology feels over-whelming, Gavin encourages agents to “take a step back and just ensure that you are doing the fundamentals. But commit to learning something new, one small step at a time,” he states.

Training and mentorship play a huge role in this regard. “A large percentage of our most experienced agents did not grow up with the technology that is being used today, and it can be overwhelming. Office owners, managers, and trainers need to be proactive in ensuring that their training environment is catering for new technologies, as well as how to deal with the fears and limiting beliefs surrounding a resistance to change.”

Although AI and technology will never be able to replace agents, Gavin does warn that the agents who don’t embrace technology and AI, may, in the future, fall behind those agents that do.

“That is inevitable because the agents who are embracing technology will become more efficient and will take a higher market share as they will be able to scale the activities that drive the fundamentals of their success. For agents who are resistant to change, understand that you can still do the old school activities to ensure you stick to the fundamentals, but at some point, if you don’t adapt, you will be swimming against a stronger current of competition,” he warns.

Issued by: Kayla Ferguson