AI + REAL ESTATE | NATIONAL REALTOR EDITION
AI Is Everywhere in Real Estate. So Why Aren’t More Agents Seeing Results?
AI is showing up everywhere in real estate. Agents are using it to write listing descriptions, create social media content, draft emails and produce marketing materials in seconds.
And yet, a lot of agents are still wondering what it’s actually doing for their business.
According to the National Association of Realtors’ 2025 Technology Survey, 46% of respondents reported no noticeable impact on their business from AI.
That’s a pretty interesting number considering how much attention AI is getting.
I think part of the problem is that we’re measuring AI by how much work it helps us produce instead of what that work actually accomplishes.
More content doesn’t automatically mean more business.
An agent can publish five AI-generated posts a week and still have very little meaningful engagement.
They can send beautifully written emails to hundreds of contacts and never have a conversation.
They can automate follow-up without realizing that half the people in their database have moved, changed email addresses or haven’t heard from them in years.
AI makes it easier to do more. But doing more of something that wasn’t working particularly well to begin with deserves a second look.
Your database may be the missing piece.
Think about what AI could accomplish if it had better information to work with.
Imagine knowing which homeowners in your database purchased five or more years ago, which past clients have recently engaged with your emails, or which contacts have expressed interest in relocating.
Now imagine using AI to help you develop thoughtful outreach based on those actual relationships.
That’s where I see a much bigger opportunity.
Your CRM contains information that can make your marketing more relevant. The quality of that information matters enormously.
And for many Realtors®, maintaining that information has never been a priority.
AI is also changing how consumers find agents.
There’s another part of this conversation that deserves attention.
Consumers are increasingly able to ask AI-powered search tools for recommendations, neighborhood information and guidance about buying or selling real estate.
That makes your digital presence important in a different way.
Your website needs useful information that search engines and AI systems can understand. Your expertise should be evident through the questions you answer and the communities you serve.
This is where Answer Engine Optimization, or AEO, becomes relevant.
AEO focuses on making your content understandable, credible and useful for systems that generate direct answers.
It creates another opportunity for agents who are willing to share their actual knowledge instead of relying exclusively on generic marketing content.
So where should Realtors® focus?
I would start by looking at the work you’re already doing.
Is your database accurate enough to support meaningful outreach?
Are your newsletters generating conversations, or simply getting delivered?
Does your website answer the questions buyers and sellers are actually asking?
And when you use AI, can you identify a business outcome you’re trying to improve?
Those questions are worth answering before investing in another platform.
My perspective
I believe AI will become an increasingly valuable part of running a real estate business.
But I also believe the agents who benefit most will be the ones who understand their relationships and know how to use technology to strengthen them.
There’s an enormous amount of opportunity sitting in the information agents already have.
We should probably spend more time understanding it.
️ AnchorIt helps Realtors® make better use of their databases, build more intentional communication strategies and prepare their businesses for AI-driven discovery.
I’d love to hear what you’re experiencing with AI in your own business.
And if you’re ready to explore how your database, marketing and AI strategy could work better together, let’s schedule a conversation.
Have you noticed a measurable difference in your real estate business since introducing AI?
Would it help to have someone evaluate how effectively your existing database supports your marketing?
Ready to schedule an AnchorIt consultation and find out where your biggest opportunities may be?
Let’s Talk.
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Frequently Asked Questions
Should you wait for lower interest rates to buy a home?
Waiting for lower rates is a gamble. If rates drop, more buyers compete and prices often rise, which can erase the savings. Many buyers purchase when the monthly payment fits their budget and refinance later if rates fall.
Can I refinance if rates drop after I buy?
Yes. If rates fall meaningfully after you buy, you can often refinance to lower your monthly payment. This is why some buyers choose to buy the home now and adjust the rate later rather than waiting on the sidelines.