CRANBERRY TOWNSHIP, Pennsylvania – Coldwell Banker agent Georgie Smigel used to spend hours digging through spreadsheets and old inquiry lists trying to figure out who might be interested in a new listing.
Now she simply asks her artificial intelligence software who is looking for a $250,000 house in a given pittsburgh neighborhood or suburb.
“And it pops out all these people’s names and emails,” she said.”We invite them to look at our listings and go to our open houses.”
Ms. Smigel said a real estate coach told her a year ago to “start small” with AI – use it to write ads, clean up listing descriptions and other small tasks.
But with help from her two tech-savvy sons, she whent further. She has trained her AI tools to power a big portion of her business, from mining prospects to drafting marketing materials and staying in touch with clients.
the payoff has been real.The team Ms. Smigel leads is on track to hit the $100 million mark in sales this year, about $10 million more than in 2024 – and she credits AI for helping her get there.
Across the contry, real estate agents are weaving AI into almost every aspect of the job, and the technology is reshaping the industry faster than many expected.
The use of AI in real estate has evolved into a broad range of tools that that can automate marketing,analyze buyer behaviour,generate ads and social media posts,and even draft agreements that once required an attorney.
Agents doing their own marketing are finding they can cut certain professional services from their budgets.
“We don’t need our graphic designer anymore, which is unfortunate,” Ms. Smigel said. “We can put an ad into AI, ask it to make a special size, ask it to look like this, give a theme, and AI spits it out for us.”
Sweeping changes
Big brokerages embraced AI early and haven’t looked back.
Howard Hanna Real estate, the Pittsburgh region’s largest real estate company, has been using AI in one form or another for years, said Dennis Cestra Jr., president of the company’s Pennsylvania market.
“We updated the search function on our website a year ago with enhanced AI capabilities,” he said. “also, we’ll be rolling out here fairly quickly for our agents true automation when it comes to marketing.”
It seems that every brokerage,property manager and agent is either building or buying th
AI is Transforming How Real Estate Agents Find Buyers and Determine Optimal Pricing
Real estate agents are increasingly leveraging artificial intelligence (AI) to streamline the home-buying process,moving away from conventional methods of gauging buyer interest and towards a more proactive,data-driven approach.This shift focuses on identifying potential buyers before listing a property and understanding the price points they’re already considering, ultimately aiming for quicker sales and more satisfied clients.
traditionally, agents woudl begin by asking prospective buyers about their desired location, features, and budget. However, a new strategy, as highlighted by real estate professional Mr.Cestra,involves using AI to proactively search for homes that align with potential buyer preferences before even contacting them. https://www.nar.realtor/ (National Association of Realtors – provides industry insights and trends) This “flattening of the process” allows agents to present buyers with properties they are already likely to be interested in, saving time and increasing the chances of a successful match.
Ms. Smigel, a real estate agent utilizing AI tools, emphasizes the technology’s ability to precisely connect her with the right buyers.Every interaction with a potential client – including stated price ranges, preferred neighborhoods, and school district requirements – is fed into an AI-powered database. This allows the AI to instantly match these preferences with new listings, eliminating the need for guesswork. https://www.zillow.com/research/ (Zillow Research – provides data and insights on housing markets)
This data-driven approach allows agents to better understand what price a prospective buyer is likely interested in, based on their previously expressed preferences and market analysis. Instead of initiating the conversation with open-ended questions about budget,agents can present properties within a range the buyer has already indicated,leading to more productive discussions and faster offers.
the use of AI extends beyond lead generation and price prediction. Ms. Smigel even utilizes AI for creative endeavors, composing personalized birthday songs for her network, demonstrating the versatility of the technology.
the benefits of this AI-driven approach include:
* Increased Efficiency: Agents spend less time searching for potential matches and more time closing deals.
* Improved Buyer Experience: Buyers are presented with relevant properties that align with their needs and preferences.
* More Accurate Pricing: AI-powered analysis helps determine optimal listing prices based on buyer demand and market conditions.
* Stronger client Relationships: Proactive and personalized service builds trust and loyalty.
As AI continues to evolve, its role in the real estate industry is expected to grow, further transforming how agents connect with buyers and navigate the complexities of the housing market.