There’s been a lot of noise lately about artificial intelligence transforming the workplace, but I think too much of the discussion has focused on fear rather than opportunity.

The reality is that AI is already improving productivity across a huge number of industries, helping businesses automate repetitive tasks and free up people to focus on higher-value work. Research from firms including McKinsey and PwC suggests AI could add trillions to the global economy over the coming decade through productivity gains alone.

Estate agency is no exception. When you look at what we do day to day, there are countless repetitive processes that technology can help with, from qualifying applicants, chasing updates and booking appointments, to recording conversations, generating marketing content, handling routine enquiries and improving compliance.

We already have AI systems in my own business that answer inbound calls out of hours, make outbound calls at scale, book appointments and record conversations accurately, even flagging up customer preferences and helping staff deliver a more consistent service. We’ve quickly moved beyond basic AI tasks involving language models like ChatGPT, with many more innovations now emerging across the sector.

The larger estate agents are investing heavily in this area already and we’re going to see rapid change over the next few years. But I don’t believe AI replaces great estate agents. In fact, I think it makes the very best agents even more valuable.

The agents who thrive will be those who use AI to become more productive, more responsive and more organised, while focusing their own time on the things technology still cannot replicate properly, like negotiating difficult deals and ensuring chains are held together.

If software can automate routine updates and remind you to follow up swiftly, then good agents can spend far more time speaking to buyers and sellers properly.

Not long ago, I wrote about rising complaints across the industry and the need for better communication and standards. This is where AI can genuinely improve the customer experience, not by replacing relationships, but by supporting them.

The real opportunity for estate agency is not about removing the human element. It’s about removing inefficiency.

That means the most successful firms will probably not be the ones with the biggest technology budgets alone, but the ones that combine smart systems with strong people and strong culture.

I also believe this creates opportunities for new skills within the industry. We will see increasing demand for people who understand customer experience, workflow management, compliance, data analysis and high-quality marketing.

I also feel that creativity will become even more important. As more businesses rely on generic AI-generated content, any communication that’s original and authentic will stand out more than ever.

There’s another important shift taking place too. Consumers themselves are becoming more informed through AI-powered search and research tools. Buyers and sellers will ask better questions and make comparisons based on the best customer service. That should be a positive thing for professional agents who genuinely know their markets and add value.

Ultimately, AI will not reward complacency. It will reward those who embrace change, improve standards and raise their game.

I strongly believe that the firms that combine technology with genuine human expertise will be the ones that come out strongest.

Paul Smith is founder and chairman of Spicerhaart. 

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