As an estate agency trainer, I’ve been concerned that Artificial Intelligence could threaten not only my own business, but the very existence of our industry as we know it.
Estate agency is clearly standing at a crossroads. While AI promises to revolutionise how we operate, many agents remain sceptical about embracing technology that might replace the human touch that defines both great customer service, and an agency’s distinctive personality.
But what if AI could actually make agents better, rather than replacing them?
This concept was raised by Seth Ward, founder of YEAA (Your Estate Agency Automator), and I had the opportunity to have an enlightening conversation with him, in which he debunks a number of common myths about AI in estate agency. In fact, he revealed how the most successful tech-enabled agencies are using human-first automation to transform their operations, as well as their results.
“But surely, isn’t “human-first automation” an oxymoron?”, I asked.
“The secret is about keeping humans in the loop, not getting rid of them,” Ward explained. “The opportunity with AI is to remove the most repetitive, time-consuming, and frankly unenjoyable tasks that agents are often not very good at. This actually frees up time to do the high-value stuff that agents do best – speaking to people; advising, guiding, encouraging, supporting and persuading.”
This isn’t about replacing estate agents with robots. It’s about creating what Ward calls “the equivalent of a highly skilled, experienced, well-trained, loyal and hard-working PA that knows exactly when they can help – and when they probably shouldn’t.”
This sounds great, but with the proliferation of AI tools flooding the market, I asked Seth if they were sophisticated enough yet? I told him that estate agents would take exception to their clients thinking they were talking to a robot “PA”, which is the opposite of the personal service many estate agents promise.
“That can be a problem with generic AI Solutions,” he said. “Many of these are just plugging basic prompts into ChatGPT and the other basic LLMs, which are not fine-tuned for a particular agency. I can pretty much always recognise when content or conversation has been produced by AI.
“The difference lies in customisation. Successful AI implementation requires solutions that reflect your agency’s unique tone of voice, processes, background, and brand personality – those distinctive qualities that make clients choose you over your competitors.”
Whilst this sounds good in principle, many estate agents will wonder what it looks like in practice. So I asked “What’s the nitty gritty of where, and how, AI can offer the game change it promises?”
Having worked with some major industry players, such as Green and Co in Birmingham, Seth clearly understands the problems faced by estate agents, and was clear on five areas that can be significantly improved through AI.
- Out-of-Hours Lead Capture and Qualification
The Problem: The majority of property enquiries (especially those via text, email, portal, social media DMs, Whatsapp, or live chat) happen between 6-10 PM and weekends, when most estate agents are closed. Yet statistics show that someone who doesn’t get a response within the first hour is seven times less likely to convert.
The AI Solution: Intelligent systems can handle enquiries 24/7, providing instant responses to factual questions while escalating complex queries to human agents with full context.
Ward describes the transformation: “Imagine walking into your office on Monday morning to find that your AI assistant has instantly responded to eleven weekend enquiries, properly qualified three new buyers, booked appointments for four property viewings, and provided you with detailed summaries of each interaction.”
- Post-Appraisal Follow-Up
The Problem: The first 48-72 hours after an appraisal are critical, but agencies often lose momentum in their follow-up communications. After 2-3 months, prospects forget which agent is which.
The AI Solution: Automated nurture sequences that maintain consistent communication with different cadences for different prospect types – from highly motivated vendors to those just exploring the possibilities.
“The key is finding the right pace of communication as well as what you actually say.” Ward notes. “It’s not about continuously asking the seller if they are ready to move yet. That can alienate them. But when your AI system automatically sends market updates, similar property alerts, and area-specific insights that demonstrate your expertise, you are kept top-of-mind until such time as their time comes to sell. No pressure – just influence.”
- Vendor Retention
The Problem: Between 20-30% of sellers switch agents before they sell, with communication breakdown cited as the number one reason. The agent appears to have lost interest.
The AI Solution: Automated weekly reports showing search activity, enquiry levels, and market conditions for each property, plus intelligent flagging when properties need personal attention.
Ward explains: “When your AI system intelligently connects your CRM system, your portals, and other local information data feeds, it can then automate the creation of branded, customized reports that go out regularly. And if there is no activity on a property, the system flags it as “at risk” for immediate human intervention”.
- Buyer/Tenant Qualification
The Problem: 70-80% of enquiries are either unqualified or turn out to be time-wasters. The average agent spends 3-4 hours on initial buyer interaction and viewings before discovering the lead isn’t either serious or able.
The AI Solution: Comprehensive qualification processes that can operate across any channel – phone, chat, social media, or property portals, using natural, human-like conversation.
“It almost doesn’t matter which channel they come through,” Ward says. “The AI can handle that in a really natural and human-like way, as long as it’s trained properly and understands which questions to answer itself, and which to pass over to a human.”
I asked if AI phone interaction is really as natural as you would hope and Seth invited me to call one of YEAA’s clients out of hours. “You’d never know the difference unless you were deliberately trying to trip them up!”
- Speed-to-Lead
The Problem: Agents are busy, and post-MA reports take time to create. Initial seller excitement fades, and competitors gain the advantage.
The AI Solution: Instant communication systems provide immediate acknowledgment and maintain engagement while preparing detailed follow-up materials.
“Instant communication is impressive, and gives sellers confidence in your professionalism,” Ward explains. “It becomes a halo effect. You’re not just meeting expectations; you’re surpassing them with flair.”
The Future is Conversational
Looking ahead, Ward revealed that even more sophisticated capabilities are in development: “We’re working on systems where you can just chat to your software and get things done. Verbally. You can even have video calls with your AI assistant.
“Picture starting your Monday morning by asking your AI assistant: “What are the biggest priorities? Who should I be talking to?” and receiving intelligent recommendations about urgent communications, appointment opportunities, and vendor updates – all handled or prepared while you were away.”
Warning: It’s a Journey – Not a Revolution
Ward is keen to emphasise that the key to successful AI implementation lies in taking a measured approach:
- Start with pain points: Identify your biggest time-wasters and communication gaps
- Choose one area: Begin with out-of-hours enquiries or post-appraisal follow-up
- Customize thoroughly: Ensure the AI reflects your brand voice and processes
- Train your team: Help staff understand how AI enhances rather than replaces their role
- Scale gradually: Add new capabilities as you see results and build confidence
The Bottom Line
In summary, it seems that the competitive advantage of AI-enabled agencies is real. “It’s not just about efficiency,” Ward suggests, “It wows clients as well – and not just because the agent is communicating – the client is also saying, ‘Wow, they’ve got a really good system in place.’”
Those agencies who delay implementing a sophisticated AI-driven human-first philosophy risk being left behind by competitors who can respond faster, communicate more consistently, and provide impressive round-the-clock customer service.
Richard Rawlings is an estate agency trainer and business consultant https://Rawlings.info
Seth Ward is CEO of YEAA! (Your Estate Agency Automator) https://YEAA.co
