Not long ago, finding the right buyer for a new listing meant hours in spreadsheets and old inquiry lists. A January 2026 Hartford Courant story described a Coldwell Banker agent who now simply asks her AI software which of her contacts are looking for a home at a given price in a given area (Hartford Courant). The change is not only speed; it is a shift in how agents organize their follow-up, research and marketing. This is a summary of what recent reporting describes, plus my own view of the guardrails.
How widespread it is
NBC Miami reported in March 2026 that in a February survey of 225 real estate professionals, 82% said they were using AI in their business (NBC Miami). That is one survey, but it matches what I see: AI use is now common rather than experimental.
How agents are using it
Working an existing database
Inman reported in April 2026 that Lofty launched a tool that monitors contacts already in an agent’s CRM, looks for signals associated with selling, enriches records with homeowner data, and sends personalized updates based on factors such as estimated value and equity (Inman, “Lofty Launches”). HouseWhisper launched tools that start conversations with dormant contacts and route the responsive ones to human agents (Inman, “HouseWhisper”).
A caution from my side: automated outreach is still outreach. Texts and calls are subject to the federal Telephone Consumer Protection Act and Florida’s telemarketing law, and an AI tool does not change whether you have the consent you need. Check consent and do-not-call status before any system contacts anyone on your behalf.
Market research
NBC Miami described a Broward County agent who uploads monthly market data to Google’s Gemini and asks it to summarize days on market and months of supply for single-family homes, to see where conditions favor buyers or sellers (NBC Miami). He has also given it transcripts of his past videos so it can draft in his voice (NBC Miami). AI summaries are a starting point; check the figures against the source data before you share them with a client, and attribute and date any market statistic you publish.
Marketing
Agents use AI to draft listing descriptions, blog posts, email campaigns, video scripts and social captions, and some use it for design work that used to need a graphic designer (Hartford Courant). Anything AI drafts for advertising still has to meet the advertising rules: the brokerage name, no misleading claims, and no language that describes who a home or area is suited for. AI writing tools often reach for phrases that describe an area by the kind of household it suits or by school quality, so read every draft for fair housing problems before it goes out.
Interactive listings
NAR reported in June 2026 on Infinityy, a startup from NAR’s Second Century Ventures REACH program, which turns listing pages into an interactive experience where buyers can ask questions about a property, view the surroundings through Google Street View and connect with an agent by text, voice or video; it can answer in more than 75 languages (National Association of Realtors). An AI that answers buyers’ questions about a neighborhood is publishing statements on your behalf, so it needs the same fair housing guardrails as anything else you advertise.
What AI should not do
The Hartford Courant story mentions a property manager who used ChatGPT to draft sales agreements rather than pay an attorney (Hartford Courant). I would not recommend that. In Florida transactions, agents should use the forms their brokerage approves, and drafting or modifying contract terms beyond filling in blanks can cross into the practice of law. When a client needs legal advice, the right answer is a Florida attorney.
The bigger picture
Lofty’s Andrew Wild described the industry moving toward “agentic AI,” where systems “don’t just assist agents, but actively drive outcomes,” and HouseWhisper’s CEO Luis Poggi put it bluntly: “Immediacy wins in real estate” (Inman, “Lofty Launches”; Inman, “HouseWhisper”). The Broward agent NBC Miami spoke with said AI is not going to replace agents, but “it’s more so going to help people who can use it in the right ways” (NBC Miami).
I agree with that. In my practice, AI is a tool for research, drafts and organization. The judgment, the client relationship and the compliance responsibility stay with the licensee. You can read more about how I work on my FAQ page.