Inside Real Estate – 19 February 2025: AI in Real Estate – the Risks & the Rewards

While we all keep a close eye on RBA and the interest rate cuts we’re anticipating throughout 2025 (starting with yesterday’s decision to cut by 0.25%), the other hot topic infiltrating our industry is AI.

AI tools, including ChatGPT, are reshaping the real estate industry. From automating admin tasks to generating property descriptions in seconds, as an industry many of us have embraced this time saving technology with open arms – myself included.

I’d even say that the quality of the content output is noticeably better today vs 6 months ago, however this isn’t just due to AI ‘getting smarter’, it’s also largely driven by us humans gaining a better understanding of the best way to use AI for quality results.

That said, no AI is ever going to completely replace the human touch we need to succeed. The truth is all technology should be enhancing, not replacing our expertise. Real estate is built on human connection – understanding a client’s unique needs, negotiating with nuance and providing insights that AI simply can’t replicate.

The key is using AI responsibly. We can leverage tools like ChatGPT and other AI-powered platforms for efficiency, but we should always ensure our voice, personality and local knowledge shine through.

Some of the common mistakes related to AI use right now include:

Treating AI like a magic want – Expecting perfect, polished content with very little input will leave you disappointed. Many people can spot if AI has written a blog or LinkedIn post, and so can the digital platform algorithms.
- Solution: Learn the specific prompts needed to give you something that is 80% done and ensure that everything you generate via AI is closely reviewed by a human.
Over-reliance on AI-generated content – While AI can assist with efficiency, relying too much on it can quickly strip away authenticity.
- Solution: Always review and personalise AI-generated content to ensure accuracy, nuance and that it reflects your own unique voice and expertise.
Losing the personal touch – AI generated content often lacks originality and can get things wrong. Clients value genuine interactions and human insight.
- Solution: Use AI to handle repetitive tasks but ensure your communications remain warm, accurate and engaging.
Delivering generic messaging – AI content can often sound formulaic, making agents blend in rather than stand out.
- Solution: Inject your own expertise, local knowledge, and storytelling into AI-assisted content. In a market where trust and relationships drive sales, an over-reliance on automation can erode credibility and make agents indistinguishable from one another.
Not taking the time to fine-tune – ChatGPT needs onboarding, training and fine tuning on the voice you want it to use, your tone and your brand.
- Solution: AI platforms perform best when guided with precise inputs. Use clear and detailed prompts, include examples of your preferred style and refine any initial responses to align with what you’re looking for.

To truly maximise AI’s potential, agents must strike the right balance between automation and authenticity.

In my latest podcast we delve into how you can train ChatGPT to add true efficiency to your operations – and not as a substitute for genuine expertise.

AI isn’t going anywhere, but leaders must determine how to use it responsibly. The most successful professionals will be those who embrace AI as a tool while maintaining a human-centred approach. Blending content efficiency with human authenticity and personalised service is vital to standing out in a competitive market.

Until next time,
Stay connected.