Is Your Real Estate Agent Using AI? Here's What You Should Know.

Let’s cut to the chase: AI isn’t just for self-driving cars and creepy chatbots anymore. It’s in real estate now. And some agents are already using it to write your property’s ad, create “virtual furniture,” or answer buyer questions without lifting a finger.

Sounds slick, right? Sometimes it is. Other times, it’s a mess.

The Real Estate Authority (REA) has just released a warning shot: if agents are using AI to do their jobs, they’re still fully responsible for everything that comes out of it—accurate or not. And sellers? You need to know what you’re signing up for.

What is AI in real estate?

We're talking about tools like ChatGPT and other “generative AI” systems that can write listing descriptions, answer emails, or even generate images of your home. Some agents are using it to save time and streamline processes. Nothing wrong with that—if it’s done properly.

But…

The Problem?

AI tools sometimes:

• Make things up (yep, literally invent facts)

• Use outdated or generic info

• Miss the tone or uniqueness of your property

• Leave you legally exposed if something's wrong
  

And most importantly: buyers are getting savvier. They can tell when something’s been copy-pasted or AI-drafted. It doesn’t exactly scream “bespoke service.”

What sellers should ask their agent:

1. Are you using AI tools in my campaign? If so, how?

2. Who checks the AI-generated content before it goes live?

3. How do you make sure the property description and imagery are accurate and tailored to my home—not just generic fluff?

4. What’s your process for compliance and disclosure if AI is involved?

   
   

Why it matters

You’re not just hiring someone to chuck your listing online. You’re hiring someone to represent you. If they’re outsourcing half the work to a robot without checking it thoroughly, that’s not “efficient”—that’s risky.

If your agent is using AI the right way—as a support tool backed by real experience and careful editing—great. That can speed things up and improve quality.

But if they’re using it to cut corners and you’re seeing weird phrasing, American spelling, or claims that don’t match your house... it's time to ask questions.

Our take?

We use AI—but we don’t hand over the wheel. Every word, every photo, every answer to a buyer’s question? Reviewed. Edited. Humanised. That’s what you’re paying for.

AI should help agents do better—not disappear on the job.

Want a real estate campaign that's modern and careful? One where you actually know what’s going out under your name?

We’re right here. When it’s your biggest asset on the line, you deserve more than a robot in disguise. Get the real deal with us.