What Real Estate Agents Need to Know About Using AI (the Smart Way)
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AI is everywhere right now.
You’ve probably used it to brainstorm listing descriptions, write email copy, or draft a response to that lead who ghosted you three times already. And when it works? It’s a time-saver. A creative spark. A pretty incredible tool.
But when it doesn’t?
It can say things you’d never say. Get facts completely wrong. Or worse—make you look careless, insensitive, or legally vulnerable.
If you’re a solo agent or team leader leaning into AI to move faster, scale smarter, or show up more consistently, this matters. Because AI isn’t just another tool in your tech stack. It’s a tool that mimics you—and that means the stakes are higher.
Let’s break down what agents need to know about using AI responsibly (and powerfully) in your day-to-day business.
AI Feels Smart. But It’s Not.
The most popular AI tools today are trained on massive amounts of online data. That includes expert insights—but also outdated advice, bias, misinformation, and everything in between.
Without strong guardrails, AI reflects the messiest parts of the internet… dressed up in polished, convincing language.
For real estate professionals, that’s a problem. Because some of the most sensitive parts of our business—pricing, client communication, marketing copy—can’t afford to be “close enough.”
Where AI Can Go Wrong in Real Estate
- Fair Housing and Listing Language
Even simple requests like “rewrite this description to make it pop” can lead to language that unintentionally violates compliance guidelines. - Scripts and Client Conversations
AI can’t read emotion. It doesn’t understand when a seller is nervous, when a buyer is grieving, or when someone just needs you to pause and listen. - Recruiting and Performance Feedback
Using AI to help with hiring, team reviews, or productivity analysis can reinforce bias—especially if you're relying on pre-trained models without oversight.
How Top Agents Are Using AI—With Caution
AI can absolutely make your business more efficient. But the difference between agents who use it well and those who get burned comes down to one thing: discernment.
[.cc-ambassador-tip][.cc-ambassador-headshot-dean][.cc-ambassador-tip-text]Curaytor Ambassador Dean Linnell, who leads a top-producing team in Whistler, uses a custom-trained GPT model to help speed up content creation:[.cc-ambassador-tip-text][.cc-ambassador-headshot-dean][.cc-ambassador-tip]
“We’ve trained the model on all our previous YouTube video scripts, so it’s already speaking our language. That helps us start closer to the finish line, which saves a ton of time and creative energy.”
Dean’s team uses AI to write daily Google Business Profile posts and assist with script drafting—but he doesn’t just hit publish. He personally edits everything before it goes live:
“Whistler’s market is so unique. AI gets me 50–60% of the way there, but it’s still my job to ensure the final product reflects the real-world experience buyers and sellers can expect here. The key is remembering that AI is a tool, not a voice.”
That distinction matters.
[.cc-ambassador-tip][.cc-ambassador-headshot-amit][.cc-ambassador-tip-text]Ambassador Amit Bhuta uses AI across his entire marketing operation—for brainstorming blog titles, writing thumbnails, even cleaning up podcast intros:[.cc-ambassador-tip-text][.cc-ambassador-headshot-amit][.cc-ambassador-tip]
“It’s like having the smartest person in the room helping me organize my thoughts. But when it’s something that needs empathy or depth? I slow way down. I rewrite parts myself, or I just let AI give me a jumping-off point.”
For both agents, the takeaway is the same: AI can make you faster—but it’s your voice, your knowledge, and your emotional intelligence that make your content meaningful.
“Just because it sounds good,” Amit adds, “doesn’t mean it feels right to the reader. There are so many emotions that take place during a transaction—and AI doesn’t understand those yet. That’s where your judgment comes in.”
[.cc-ambassador-tip][.cc-ambassador-headshot-damian][.cc-ambassador-tip-text]Curaytor Ambassador Damian Hall has also leaned into AI as a powerful content assistant—but with a clear system and strong guardrails in place:[.cc-ambassador-tip-text][.cc-ambassador-headshot-damian][.cc-ambassador-tip]
“We’ve incorporated AI as the smart marketing assistant in all aspects. I’ve trained it to know the style of our bi-weekly newsletter, which includes a hyper-local luxury market update, local real estate news, a restaurant recommendation, a featured listing, and a design feature. By Tuesday, it has everything queued up for me to review before it goes out on Friday. I polish it, then plug it into the newsletter.”
Damian also uses AI to draft entire listing marketing packages—from the initial social post to brochure copy, video headlines, and SEO-friendly YouTube descriptions:
“It’s already been a game-changer. The agent-focused models I’m using have literally become that marketing assistant—handling repeatable tasks on schedule so I can stay focused on higher-level work.”
But like Dean and Amit, he draws a firm line at final approval:
“I’m a firm believer in the 80/20 rule. AI can get you 80% there, but the other 20% has to be your own refinement and oversight. The stakes in this business are high—we’re dealing with people’s homes and their most valuable asset. That means double- and triple-checking everything before it goes out. Whether it’s written by AI, a VA, or me—I always make sure the tone, accuracy, and context are right.”
What Smart Agents and Team Leaders Do Instead
If you’re going to use AI in your business, here’s what it looks like to do it well:
1. Treat AI like an intern, not a partner.
Use it to brainstorm, summarize, or draft. But always review, revise, and make sure it reflects how you work and speak.
2. Ask better questions.
Don’t just say “What did it write?” Ask:
- “Would I say this to a client?”
- “Is this actually accurate in my market?”
- “Does this feel like me?”
3. Set clear rules—especially if you run a team.
If others on your team are experimenting with AI, define what “responsible use” means. Be clear about what needs human review—and what’s off-limits.
4. Keep AI in the loop—not in charge.
Let it support you on the backend. But pricing strategy? Client scripts? Hiring decisions? Those need your eyes, your voice, your experience.
Final Thought: Your Human Judgment Isn’t Optional—It’s the Whole Point
You don’t stand out because you know how to write a prompt. You stand out because you understand what people are really going through.
And that matters. Because buyers and sellers don’t remember whether your grammar was perfect. They remember how you made them feel when everything felt uncertain.
So yes—use AI to save time, spark ideas, and speed things up. But don’t ever skip the part where you add your voice, your values, and your lived experience.
That’s the part people trust.
Key Takeaways
- AI can speed up your content creation—but it still needs human judgment before anything goes live.
- Tools like ChatGPT are helpful for drafting, summarizing, and brainstorming, but they don’t understand nuance, emotion, or market-specific details.
- Real estate pros like Dean Linnell and Amit Bhuta use AI to support their workflows—but always edit and personalize the final output.
- The most successful agents don’t outsource their voice—they protect it.
- The goal isn’t to avoid AI. It’s to use it in a way that reflects how you actually show up for your clients.
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