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It wasn’t that long ago that the most pressing tech decision in an estate agency was whether to spend more with Rightmove or dabble in some Facebook ads. Then came the boom in social media content, automation tools, CRMs and all the rest.
But now there’s something bigger happening, and it’s not just another piece of propTech. It’s AI. And while it’s not changing the industry overnight, it is already changing how estate agents work… and how clients make decisions.
At the moment, most agents using AI are doing so in relatively simple ways. Writing property descriptions, generating content for social media, creating a few template letters or follow-up emails. All useful. All time-saving.
But that’s just scratching the surface.
Because what’s coming next won’t just affect how agents run their businesses. It will change how homeowners and buyers engage with the moving process altogether.
We’re already starting to see people asking AI questions like, “Is this house worth what they’re asking?” or “What other properties nearby could I compare this to?” But more importantly: “Which estate agent should I choose to sell my home?”
And that’s where the game really starts to shift.
These tools won’t just help agents streamline their admin. They’ll help the public make choices, about price, about timing, and about who to trust. If a seller asks an AI tool which agent to use in their town, the response will be shaped by data: reviews, local visibility, online content, and reputation.
That means what used to be a brand question becomes a tech one. Are you visible enough? Are your past results easy to find? Is your digital presence strong enough that AI will even consider you worth mentioning?
Right now, many agents are experimenting with AI to speed things up. Writing listing copy faster. Prepping blogs or newsletters more consistently. Automating bits of follow-up so they don’t fall through the cracks. All of which is perfectly sensible.
But to really get the benefit, you need to think bigger.
Used properly, AI becomes a time-saver and a multiplier. It helps you repurpose what you already know, your market insight, your client stories, your expert advice, and get that in front of more people, more often. And that’s what builds trust.
The benefits are clear: better efficiency, more consistency, and a way to scale some of your output without burning out.
But there are also downsides.
Rely too heavily on AI and your messaging becomes generic. Overdo the automation and you risk sounding like a bot, rather than a local expert who genuinely understands the market. Plus, there’s always a danger of becoming so tool-dependent that you stop doing the things that make your agency personal and human, because that’s what really wins instructions.
Looking ahead, the trend is clear.
AI is moving beyond back-office tasks. It’s becoming something your clients will use themselves. They’ll ask which estate agents perform best locally. They’ll use it to cross-reference Rightmove listings. They’ll look for insight, not just information.
Which means the best agents won’t just be the ones using AI. They’ll be the ones who understand how it’s being used by the public, and how to show up in the right way, in the right places, with the right message.
Because in the not-too-distant future, it won’t just be the homeowner making the decision. It’ll be the homeowner asking AI… and AI influencing sellers on who to trust with their most valuable asset.
Chris Webb is the founder of The Estate Agent Consultancy.
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