Tech of a Life 6 - Using AI and Automation in your Branch

Neil Hope, Chief Transformation Officer, iamproperty

Estate Agents have long battled with increasing administrative burdens eating into valuable time that could be better spent engaging with sellers and standing out from the competition. Thankfully, AI and automation powered tech have emerged as the solution to winning back precious time. By automating lengthy admin tasks and producing bespoke content, these technologies are changing the way Estate Agents operate day to day.

AI can’t be ignored, and we have already seen the impact AI and automation can have on branches. At iamproperty, we are continuously integrating automation and AI into our solutions, but there are many non-PropTech tools that can also support day-to-day operations, such as Microsoft CoPilot or ChatGPT.

Here are my top actionable tips that can help your branch use a mix of technologies to accelerate adoption of AI and boost the success of your business.

Personalising communications for better customer experience

Modern buyers and sellers expect fast, relevant, and personalised interactions. AI can help Estate Agents tailor their communications, ensuring clients receive the right message at the right time.

• AI-powered chatbots provide instant responses to customer inquiries, scheduling viewings, answering FAQs, and even offering property recommendations based on user preferences.
• AI-driven email marketing allows Estate Agents to personalise email content based on customer behaviour, helping to increase engagement and conversion rates.
• Automated follow-ups ensure that no lead is left behind, keeping potential buyers and sellers engaged throughout the property journey.

Analysing business data for opportunity spotting

Data-driven decision-making is becoming increasingly important in the property industry. AI can help Estate Agents interpret business data, identify market trends, and spot new opportunities before competitors do.

• AI tools can analyse historical sales data to predict future property trends, helping agents make informed recommendations to clients.
• Automated analytics can highlight peak buying periods, average sale times, and pricing trends, allowing agents to adjust their strategies accordingly.
• AI-driven lead scoring can help agents focus their efforts on the most promising prospects, improving conversion rates.

Automating compliance

Regulatory compliance is a critical but time-consuming aspect of estate agency work. AI and automation can help automate compliance tasks, reducing the risk of errors and ensuring agents stay on the right side of regulations.

• AI can verify client identities and cross-check them against fraud prevention databases, speeding up anti-money laundering (AML) checks.
• Automated systems can track changes in legislation and notify agents of necessary updates to their processes.
• AI-powered document management tools can help ensure all necessary paperwork is correctly completed and stored securely.

Writing property descriptions

Creating compelling property listings can be a time-consuming task, but AI can help agents generate engaging descriptions in seconds.

• AI tools can analyse property features and generate professional descriptions based on best-performing listing data.
• Some AI-powered platforms offer multiple versions of a description, allowing agents to choose the most suitable tone and style.
• Agents can refine AI-generated content to add a human touch, ensuring each listing remains unique and appealing.

Marketing and social content creation

Many Estate Agency branches, particularly those with smaller teams, might struggle with marketing due to limited resources. AI-powered tools can help streamline content creation and ensure a consistent online presence.

• AI can generate social media captions, blog posts, and email newsletters in seconds, freeing up time for other tasks.
• AI-powered image and video editing tools can enhance property photos and create virtual staging, making listings more appealing.
• Automated content scheduling ensures a steady stream of engaging material without constant manual input.

Streamlining operations and avoiding duplicated data entry

Operational inefficiencies can slow down an Estate Agency’s workflow, but AI can help simplify and automate repetitive tasks.

• AI can sync data across multiple platforms, reducing the need for duplicate entries.
• CRMs powered by automations can categorise leads, automate follow-ups, and ensure seamless communication between teams.
• AI-driven task management tools can help agencies prioritise workload and improve overall efficiency.

Using AI safely and ethically

While AI offers significant benefits, it’s crucial to use it responsibly. Here are some key considerations:

• Be mindful of privacy and data security: AI tools often handle sensitive client data, so ensure you use platforms that comply with GDPR and other regulations.
• Always fact-check AI-generated content: AI is powerful but not infallible. Verify any property descriptions, market analysis, or compliance recommendations before using them in practice.
• Use disclaimers when necessary: If AI-generated content is being published, consider adding a disclaimer to clarify its origin and that it has been reviewed by a professional.

Remember – AI is only as good as the agent using it

AI and automation are not magic solutions – they are tools designed to support Estate Agents, not replace them. The true power of AI lies in how effectively agents integrate it into their daily workflows. By combining AI’s efficiency with human expertise, Estate Agencies can enhance customer experiences, streamline operations, and stay ahead of the competition in an increasingly digital world.

The key takeaway? AI works best when paired with human insight. Use it wisely, and it  can  one of the most valuable tools in your business arsenal.