Rex Software has published findings from an AI Advisory Board set up to examine how estate agencies are using artificial intelligence.

The board was formed following internal research indicating that many agents are uncertain about how to apply AI effectively within day-to-day operations. It also noted ongoing client questions about how increased AI use across the home-selling process may affect service delivery.

The findings highlight several recurring operational themes within agencies:

Admin pressure and data quality: Increased workloads are leading to reduced time for administrative tasks, which the board links to inconsistencies in data quality.

Lead management: Agents report difficulty prioritising contacts across sales enquiries, buyers, market leads and messaging channels, with limited visibility over which prospects to focus on each day.

Follow-up activity: The research suggests agents tend to concentrate on a small proportion of active leads, while larger parts of their database are not routinely re-engaged.

Task clarity: There is demand for clearer direction on daily actions, including which calls to make and the reasons behind them.

Call preparation: The board highlights that providing context and talking points for calls is seen as reducing uncertainty around outreach activity.

Database usage: The findings indicate that a significant portion of agency databases—including past buyers and historical leads—are not regularly used in ongoing marketing activity.