There’s been no shortage of hype about artificial intelligence lately – but cut through the noise and you’ll find AI has something incredibly practical to offer estate agents: the power to understand our customers better and faster than ever before.
We know that first impressions count, so imagine walking into a potential seller’s home already knowing how best to build rapport, what kind of language to use, and what their motivations might be. This kind of technology is available right now, so why aren’t more agents using it?
Tools like Humantic AI are leading the way. By tapping into publicly available data – such as LinkedIn profiles – these platforms build DISC personality profiles that reveal how best to interact with someone (DISC relates to Dominance, Influence, Steadiness and Conscientiousness).
This enables you to tailor your message to the client, rather than pitching the same way to everyone. For sellers who have a public profile, you can establish if they are a detail-oriented professor who wants the small print or a high-energy sales director who wants big numbers and bold ideas. You can narrow down your pitch to focus on facts and data, or big-picture outcomes and emotional triggers, depending on the individual’s personality type.
As estate agents, we’ve always taken pride in being able to “read the room.” Well, it seems AI can now read it before we even step inside! Humantic calls it ‘buyer-first selling’ and says the top salespeople win far more of their pitches this way.
That’s because AI allows us to stop guessing. Instead of relying on gut feeling – a handshake, a hunch, or how someone answers the door – these AI tools can show you exactly what kind of personality you’re dealing with, in just seconds.
Of course, the power of AI doesn’t stop there. Across the industry, we’re seeing smart technology reshape how we interact with buyers and sellers alike.
Take predictive analytics. These tools crunch enormous volumes of data to spot patterns and predict future behaviour. That might mean identifying someone who’s likely to list their home soon – perhaps because they’ve just changed jobs or are browsing particular property types online. This level of insight allows agents to get ahead of the curve, offering help before a homeowner even picks up the phone.
Meanwhile, lead qualification platforms are using AI to analyse online behaviours to score how likely a lead is to convert, so agents can focus their time and energy where it’s most likely to pay off.
And then there’s the smart automation working quietly in the background – AI-driven systems that learn what buyers are looking for and serve up personalised property recommendations based on their previous searches, saved listings, and click behaviour. It’s more relevant content, less spam, and a much better customer experience.
Chatbots, too, have gone from gimmicky to game-changing. These 24/7 digital assistants don’t just answer questions – they gather data. Every enquiry logged, every viewing booked, every price range specified adds to the profile of the customer, helping agents tailor their approach in real-time.
Even content creation is getting an AI upgrade. Listing descriptions, social media captions, and local market updates can now be auto-generated with data-backed, tailored messaging that speaks to the right audience in the right tone.
And the next evolution? AI that not only understands you but also understands your recipient. Imagine AI that rewrites your sales email not in your style – but in the style your client will respond best to, so not just smart tools, but empathetic ones too.
AI is giving agents better tools – smarter insights, faster responses, and more targeted communication to help us build stronger relationships with our clients.
The old model of estate agency relied heavily on instinct, experience, and intuition. Those qualities still matter enormously. But now, they can be backed by hard data and intelligent technology.
AI won’t replace great agents. But great agents who use AI? They’ll wipe the floor with those who don’t.
Paul Smith is chairman and founder of Spicerhaart
