Tech of a Life 6 - How is AI Transforming the Estate Agent Profession

Discussing the evolving role of AI in the PropTech landscape, Simon Whale, MD and Founder of Kerfuffle, explores its increasing adoption among Estate Agents. Highlighting how AI-driven automation is revolutionising efficiency, particularly in marketing and lettings, Simon shares insights on the opportunities and challenges it presents, as well as addressing common misconceptions, the balance between human and AI-driven interactions, and the ethical considerations surrounding AI implementation.

What role does AI play in agency workflows now?

AI and automation’s impact on Estate Agents’ daily lives has evolved rapidly. AI is now being integrated into workflows in ways that genuinely improve efficiency. Previously, automation was more about simple tasks, but now AI is delivering smarter solutions. We’re starting to see tangible benefits, though I think we’re still at the early stages of what AI can do for the residential property industry. For agencies, marketing has seen the most widespread AI adoption. Agents are using AI-powered tools to enhance their marketing strategies, making them more competitive in a crowded marketplace.

Do you think early adopters of AI will have a significant advantage?

Absolutely. Nathan Emerson from Propertymark put it perfectly: “AI isn’t going to take your job, but an agent using AI effectively will.” Those who embrace AI strategically will have an edge. AI enables agents to work smarter, not harder – providing a more personalised service at scale, operating 24/7, and handling tasks that previously required significant human input. Done right, AI can make an agency feel even more personal to clients, rather than less.

What are the misconceptions about AI in the property industry?

One of the biggest misconceptions is that AI will replace Estate Agents entirely. The reality is that AI is a tool to enhance productivity. For example, AI-powered tools can help agents generate reports, write property descriptions, and respond to emails faster – taking away the monotonous tasks that take up agent’s time and freeing them up to do what they do best.

What are the biggest opportunities for Estate Agents over the next 12-24 months?

Automation and AI-driven reporting will be game changers. Right now, CRM systems require a lot of manual effort to generate reports. AI will allow agents to pull insights instantly using natural language processing. Imagine asking, “How many listings did we have last month?” or

“How many leads converted from each of the portals?” and getting instant answers. This kind of instant access to data was once only available to large corporate firms with dedicated data teams, but AI will democratise it.

Another major development will be AI-generated video content. We’re not far from agents being able to create high-quality property videos with AI in minutes. Outbound AI-driven phone calls are another frontier – while still in its early days, this could revolutionise lead generation and client communication. However, all of these advancements must be supported by people checking and modifying AI outputs to avoid raising ethical concerns, particularly around transparency and accountability.

Are there any risks associated with the use of AI in Estate Agency?

The biggest risk is improper implementation. If an AI system generates incorrect information, it could damage an agency’s reputation. Businesses must have safeguards in place – whether that’s ensuring a human reviews AI-generated responses or having a contingency plan if automation fails.

There’s also the question of ethics. As AI advances, we must ask: Just because technology can do something, should we do it? For instance, AI-driven outbound calls could be highly effective, but they could also lead to spam-like tactics. Companies need to think carefully about responsible AI use.

However, AI is here to stay, and those who embrace it will thrive. The key is to use it as a tool to enhance, not replace, human expertise. Thoughtful implementation, with the right balance of automation and oversight, will help agents work more efficiently and provide a better service to their clients. The next few years will bring even more advancements, and those who stay ahead of the curve will reap the rewards.