As an estate agency trainer, I’ve been concerned that Artificial Intelligence could threaten not only my own business, but the very existence of our industry as we know it.
Estate agency is clearly standing at a crossroads. While AI promises to revolutionise how we operate, many agents remain sceptical about embracing technology that might replace the human touch that defines both great customer service, and an agency’s distinctive personality.
But what if AI could actually make agents better, rather than replacing them?
This concept was raised by Seth Ward, founder of YEAA (Your Estate Agency Automator), and I had the opportunity to have an enlightening conversation with him, in which he debunks a number of common myths about AI in estate agency. In fact, he revealed how the most successful tech-enabled agencies are using human-first automation to transform their operations, as well as their results.
“But surely, isn’t “human-first automation” an oxymoron?”, I asked.
“The secret is about keeping humans in the loop, not getting rid of them,” Ward explained. “The opportunity with AI is to remove the most repetitive, time-consuming, and frankly unenjoyable tasks that agents are often not very good at. This actually frees up time to do the high-value stuff that agents do best – speaking to people; advising, guiding, encouraging, supporting and persuading.”
This isn’t about replacing estate agents with robots. It’s about creating what Ward calls “the equivalent of a highly skilled, experienced, well-trained, loyal and hard-working PA that knows exactly when they can help – and when they probably shouldn’t.”
This sounds great, but with the proliferation of AI tools flooding the market, I asked Seth if they were sophisticated enough yet? I told him that estate agents would take exception to their clients thinking they were talking to a robot “PA”, which is the opposite of the personal service many estate agents promise.
“That can be a problem with generic AI Solutions,” he said. “Many of these are just plugging basic prompts into ChatGPT and the other basic LLMs, which are not fine-tuned for a particular agency. I can pretty much always recognise when content or conversation has been produced by AI.
“The difference lies in customisation. Successful AI implementation requires solutions that reflect your agency’s unique tone of voice, processes, background, and brand personality – those distinctive qualities that make clients choose you over your competitors.”
Whilst this sounds good in principle, many estate agents will wonder what it looks like in practice. So I asked “What’s the nitty gritty of where, and how, AI can offer the game change it promises?”
Having worked with some major industry players, such as Green and Co in Birmingham, Seth clearly understands the problems faced by estate agents, and was clear on five areas that can be significantly improved through AI.
- Out-of-Hours Lead Capture and Qualification
The Problem: The majority of property enquiries (especially those via text, email, portal, social media DMs, Whatsapp, or live chat) happen between 6-10 PM and weekends, when most estate agents are closed. Yet statistics show that someone who doesn’t get a response within the first hour is seven times less likely to convert.
The AI Solution: Intelligent systems can handle enquiries 24/7, providing instant responses to factual questions while escalating complex queries to human agents with full context.
Ward describes the transformation: “Imagine walking into your office on Monday morning to find that your AI assistant has instantly responded to eleven weekend enquiries, properly qualified three new buyers, booked appointments for four property viewings, and provided you with detailed summaries of each interaction.”
- Post-Appraisal Follow-Up
The Problem: The first 48-72 hours after an appraisal are critical, but agencies often lose momentum in their follow-up communications. After 2-3 months, prospects forget which agent is which.
The AI Solution: Automated nurture sequences that maintain consistent communication with different cadences for different prospect types – from highly motivated vendors to those just exploring the possibilities.
“The key is finding the right pace of communication as well as what you actually say.” Ward notes. “It’s not about continuously asking the seller if they are ready to move yet. That can alienate them. But when your AI system automatically sends market updates, similar property alerts, and area-specific insights that demonstrate your expertise, you are kept top-of-mind until such time as their time comes to sell. No pressure – just influence.”
- Vendor Retention
The Problem: Between 20-30% of sellers switch agents before they sell, with communication breakdown cited as the number one reason. The agent appears to have lost interest.
The AI Solution: Automated weekly reports showing search activity, enquiry levels, and market conditions for each property, plus intelligent flagging when properties need personal attention.
Ward explains: “When your AI system intelligently connects your CRM system, your portals, and other local information data feeds, it can then automate the creation of branded, customized reports that go out regularly. And if there is no activity on a property, the system flags it as “at risk” for immediate human intervention”.
- Buyer/Tenant Qualification
The Problem: 70-80% of enquiries are either unqualified or turn out to be time-wasters. The average agent spends 3-4 hours on initial buyer interaction and viewings before discovering the lead isn’t either serious or able.
The AI Solution: Comprehensive qualification processes that can operate across any channel – phone, chat, social media, or property portals, using natural, human-like conversation.
“It almost doesn’t matter which channel they come through,” Ward says. “The AI can handle that in a really natural and human-like way, as long as it’s trained properly and understands which questions to answer itself, and which to pass over to a human.”
I asked if AI phone interaction is really as natural as you would hope and Seth invited me to call one of YEAA’s clients out of hours. “You’d never know the difference unless you were deliberately trying to trip them up!”
- Speed-to-Lead
The Problem: Agents are busy, and post-MA reports take time to create. Initial seller excitement fades, and competitors gain the advantage.
The AI Solution: Instant communication systems provide immediate acknowledgment and maintain engagement while preparing detailed follow-up materials.
“Instant communication is impressive, and gives sellers confidence in your professionalism,” Ward explains. “It becomes a halo effect. You’re not just meeting expectations; you’re surpassing them with flair.”
The Future is Conversational
Looking ahead, Ward revealed that even more sophisticated capabilities are in development: “We’re working on systems where you can just chat to your software and get things done. Verbally. You can even have video calls with your AI assistant.
“Picture starting your Monday morning by asking your AI assistant: “What are the biggest priorities? Who should I be talking to?” and receiving intelligent recommendations about urgent communications, appointment opportunities, and vendor updates – all handled or prepared while you were away.”
Warning: It’s a Journey – Not a Revolution
Ward is keen to emphasise that the key to successful AI implementation lies in taking a measured approach:
- Start with pain points: Identify your biggest time-wasters and communication gaps
- Choose one area: Begin with out-of-hours enquiries or post-appraisal follow-up
- Customize thoroughly: Ensure the AI reflects your brand voice and processes
- Train your team: Help staff understand how AI enhances rather than replaces their role
- Scale gradually: Add new capabilities as you see results and build confidence
The Bottom Line
In summary, it seems that the competitive advantage of AI-enabled agencies is real. “It’s not just about efficiency,” Ward suggests, “It wows clients as well – and not just because the agent is communicating – the client is also saying, ‘Wow, they’ve got a really good system in place.'”
Those agencies who delay implementing a sophisticated AI-driven human-first philosophy risk being left behind by competitors who can respond faster, communicate more consistently, and provide impressive round-the-clock customer service.
Richard Rawlings is an estate agency trainer and business consultant https://Rawlings.info
Seth Ward is CEO of YEAA! (Your Estate Agency Automator) https://YEAA.co
Spot on Richard – great article!
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Thanks Simon. Praise indeed from a top man!
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AI in agency will only work if someone at the interface creates the lexicon and ground rules – the shared language that makes the system usable in our field. LLMs aren’t domain experts, they need to be taught what “speed-to-lead”, “vendor retention”, or “Material Information Part C” actually mean in practice. Done properly, AI becomes a skilled assistant that frees agents to focus on the human work only they can do.
But agents should beware: there are tailors out there selling services “woven from the finest threads” – solutions that cannot yet exist because of a fundamental hole in the way all LLMs operate. It looks impressive on the catwalk, but when you look closely, there’s nothing there.
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Thanks for your perspective Robert, and I don’t disagree with you. There are many AI wannabes out there. But I was mightily impressed with Your Estate Agency Automator. They have delved down incredibly deeply into agency, and it’s not just canned replies in response to predictable queries – but high quality conversations.
But the main issue here is the fact that SOMETHING is happening. So many agents are dreadful at qualifying, following up, nurturing ( for years if need be) and generally joining the dots.
We humans are intelligent but not very efficient.
Computers are very efficient but not very intelligent.
AI gives us the best of both worlds, and I suspect that those agents who embrace this opportunity quickly will see the benefits in measurable cash terms.
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I don’t think AI has a great deal to offer estate agency to be honest (except possibly in helping with wording of details/ canvassing letters and with photography). It is contact with real people which clients crave most, and the experience and skill of those “real people” is what dictates the success of the business (or office). A good valuer will almost always know which valuations are worth sustained “follow up”, and which ones are a “waste of time”, as well as also knowing how and when that follow up would be best carried out. I think the vast majority of potential clients would be put off an agent if they were to suddenly start receiving emails and calls from a bot (and don’t tell me that people won’t be able to tell, because they will). I have worked for agents who employ separate call centre staff to talk to clients, and it invariable leads to poor quality valuations and poor follow up. The vast majority of instructions that agents secure are, and always will be, dictated by a combination of the experience the vendor has with the first contact (on phone or in person) and the person who goes out to win the business.
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A few agents in our area have started using AI generated property details which cannot possible comply with the property mis-description act, some of the descriptions would be funny if they were not so misleading.
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Hi LAMBSEY21 – FYI – The Property Misdescriptions Act does not apply any more. It was repealed in 2013 and replaced by the Consumer Protection from Unfair Trading Regulations 2008.
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Hi Billy,
You’re coming from a strong traditional perspective that was not unlike my own until I investigated this. I’d just say “open your mind”. There is so much more to this than meets the eye and agents who are using it like Green and Co in Birmingham are experiencing exceptional results. I think you’ll be mind-blown when you see the, not just intelligent, but even charming, capabilities!
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Whilst I would argue that the ‘top20%’ of agents may get less from AI- let’s not forget that, 50% of portal leads still go unanswered; that the average response time to enquiries is not minutes or hours but days. Yes, the core of agency is still people from people- but let’s face it- it’s people who they like, are good communicators and deliver results. Superficial attraction (like in most of life’s circumstances) can quickly fade.
Until, as an industry, we accept the fact that there is often good reason for our industry to be mistrusted and down-valued we will fail to grasp how we need to improve. Over valuing to ‘win’ an instruction, onerous and obtuse terms of business and agreements, broken promises, legislative miss steps……there is plenty of room for improvement.
Robert flags risks about what you use, what it can do, etc- however, I would argue the4se are the same risks with staff. How good is their technical knowledge, if they need a deal to hit target/win a holiday/get a bonus/survive will ethics or necessity come first…..just like the right candidate- AI needs to be the right product, given the right framework, overseen and monitored on performance and output and refined as time goes on. Tech and staff really aren’t that different.
AI can achieve some really quick ‘easy wins’ tackling your customer journey/experience- beyond that, the opportunities are huge, but take thought and planning.
One of the reasons we took our time deploying AI tools within The Depositary was to ensure we have developed a robust framework via a very extensive prompt and, vitally, are delivering these tools as ‘assistants’- with an array of scope of how our users can leverage them. We still want users to leverage their technical and transactional knowledge- just without all the grunt work that goes with it.
Unless you work in the smallest of hamlets and village market towns- AI will be critical to the survival and success of your business- and I’d say that will be in the next 3 years.
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Wise words (as ever) KB!
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