AI can feel intimidating, but you don’t need to be “techy” to use it well. Think of AI like a super-powered assistant: great at polishing, organizing, brainstorming, and saving time—but it still needs your judgment.
Below are practical do’s and don’ts for real estate agents, with examples you can use immediately.
A simple rule of thumb
Use AI to support your work, not replace your responsibility. If it would be risky to delegate to an intern without supervision, don’t delegate it to AI without supervision either.
DO: Use AI to improve tone, clarity, and professionalism
AI is excellent at taking your message and making it more readable, warm, or concise.
Example (good use):
You wrote a quick response to a lead, but it sounds blunt.
Prompt to try:
“Rewrite this text to sound friendly, confident, and professional. Keep it under 80 words and keep my meaning the same:
[paste your draft]”
Why it works: You provide the facts. AI improves delivery.
DO: Use AI to brainstorm content (without losing your voice)
Need fresh ideas for Instagram, newsletters, or open house posts? AI can generate options fast.
Example (good use):
“Give me 12 social post ideas for first-time homebuyers in December in Colorado. Include hooks and a short caption.”
Then you pick the ones that sound like you and adjust details.
DO: Use AI to create first drafts—then make them yours
AI can draft a listing description framework, a neighborhood spotlight outline, or a video script. Your job is to:
-
verify every detail
-
add local insight
-
keep it compliant and accurate
Example (good use): Listing description assist
Prompt:
“Write three listing description options for a 3-bed, 2-bath home with a renovated kitchen, large backyard, and walkable access to parks. Tone: modern, warm, not cheesy. Avoid exaggerations.”
Important: If the home doesn’t have something (views, new roof, “perfect for entertaining”), don’t let AI invent it.
DO: Use AI to summarize and organize information you already have
AI is great at turning messy notes into clean follow-ups.
Example (good use): After a showing
Prompt:
“Summarize these buyer showing notes into: (1) top likes, (2) concerns, (3) next-step questions to ask them. Notes: [paste]”
DO: Use AI to role-play and practice conversations
This is an underrated one. You can practice objection handling without pressure.
Example prompts:
-
“Role-play a seller who thinks they can get 15% more than comps. I’ll respond as the agent—push back realistically.”
-
“Give me 5 ways to respond when a buyer asks, ‘Should we offer under asking?’ with pros/cons and questions to clarify.”
DON’T: Use AI to write entire messages you copy/paste without review
Your clients can tell when something sounds generic—and tone matters in real estate.
Instead: Use AI to draft, then edit so it sounds like you, matches the relationship, and reflects the real context.
Safe workflow:
-
you write bullets
-
AI turns bullets into a draft
-
you personalize and send
DON’T: Paste client private info into public AI tools
Avoid entering anything you wouldn’t want exposed:
-
phone numbers, emails, addresses (unless already public and you’re allowed to share)
-
financial details (pre-approval amounts, debts, pay stubs)
-
contract terms, negotiation strategy, inspection details
-
anything confidential from your brokerage, team, or client
Safer approach: anonymize it.
“Buyer is approved for X range” → “Buyer has a pre-approval in the mid-range for this market.”
DON’T: Let AI “guess” facts (it will sound confident even when wrong)
AI can accidentally invent:
-
HOA fees, school boundaries, zoning details
-
renovation dates, permits, roof age
-
local regulations or market stats
-
MLS remarks that don’t match the listing
Rule: If it’s a fact, verify it. If you can’t verify it, don’t say it.
DON’T: Use AI for legal advice or to generate contract language
AI can help you create a checklist of questions to ask your broker or attorney—but it shouldn’t write legal clauses, disclosures, or interpret legal risk.
Better use:
“List questions I should ask my broker about this inspection issue so I don’t miss anything.”
DON’T: Use AI in ways that could create Fair Housing risk
Marketing and client communications must avoid language that could be seen as discriminatory or as “steering.”
Avoid phrasing like:
-
“perfect for families” / “great for young professionals”
-
references to religion, ethnicity, or protected classes
-
implying who “belongs” in a neighborhood
Better: focus on property features and lifestyle-neutral benefits:
-
“playground nearby,” “close to parks,” “quiet street,” “near public transit,” etc.
DON’T: Use AI-generated images that misrepresent the property
Avoid anything that could be misleading:
-
adding views that don’t exist
-
digitally staging in a way that changes structure or features
-
“improving” condition beyond reality
If you use virtual staging tools, follow your brokerage/MLS guidance and label appropriately.
Copy/paste prompt pack for agents
1) Tone adjustment
“Make this message warmer and more confident, without changing the meaning: [text]”
2) Shorten
“Cut this down by 40% while keeping the key points: [text]”
3) Follow-up message
“Write a friendly follow-up after an open house. Ask if they want disclosures and offer private showings. Keep it under 90 words.”
4) Objection handling practice
“Role-play a hesitant seller worried about pricing. Challenge me with realistic pushback.”
5) Listing description options
“Write 3 listing description versions: (A) luxury, (B) family-neutral lifestyle, (C) minimalist/modern. Facts: [bullets]. Don’t add features.”
Closing thought
Used well, AI helps you communicate faster, market smarter, and stay consistent without losing the human touch that makes clients trust you. Keep AI in the role of assistant, keep yourself in the role of advisor, and you’ll get the benefits without the risks.
