AI assistants are here to stay, but they won’t take your job
As AI evolves, more companies are launching tools aimed at improving agent efficiency — but they can’t replace the human touch, tech leaders say.
Key points:
- New AI-driven agent assistants are designed to streamline workflows and administrative tasks.
- The founder of HouseWhisper says the tool is a “teammate,” not a replacement for agents — but believes agents who don’t adopt the tech “will be left behind.”
- There is a learning curve in understanding what AI can do and how to effectively utilize it, explained Real Brokerage’s CTO.
In the age of AI, brokerage leaders and service providers are betting on a future where agents are able to delegate much of their paperwork and other administrative duties to an AI-powered assistant in order to free up their time to focus on human-centric tasks like prospecting and relationship-building.
A number of AI products and tools have been introduced in recent years to help agents in their daily duties, but how much can they really do? A 2024 report from T3 Sixty concluded that AI can take on a staggering 80% of an agent's workflow — does that mean the industry is moving toward a future where having an AI assistant is as mission critical as having a smartphone when conducting business?
Luis Poggi, co-founder and CEO of HouseWhisper, a recently launched AI assistant, would respond with a resounding "Yes." An AI tool won't replace a human agent, he said, but agents who embrace AI will have a distinct advantage over those who don't.
"I believe that agents that do not adopt this new technology will be left behind," Poggi told Real Estate News, explaining that his team's product — developed by a handful of Zillow veterans, including former CEO Spencer Rascoff — helps agents build relationships, but it "will not do the outreach for you — at least not for now."
HouseWhisper functions as a "teammate for the real estate professional," Poggi explained, helping to coordinate updates across the existing CRMs and other applications agents already use. It works through a phone number, where agents can text or call and speak to their HouseWhisper assistant to provide updates and ask it to complete specific duties like updating client profiles and confirming appointments.
But the big difference with an AI copilot like HouseWhisper versus a human admin is "this is 24/7, it's trained in real estate, and it's connected with your system to your CRMs," Poggi said, adding that there are 4,000 agents currently using the product.
The AI learning curve
Pritesh Damani, the chief technology officer of quickly growing Real Brokerage, also sees a lot of value in using AI tools to support an agent's day-to-day business. Real offers its own AI assistant — Leo — which is integrated into its agent dashboard. The current problem is that most people are still learning how to effectively use AI tools and how to properly ask the AI for a result.
"A very complex prompt requires data," Damani explained, adding that learning how to give the right inputs to an AI tool like ChatGPT and others is an "acquired skill." Real's Leo CoPilot helps agents with that learning curve by flipping the script and prompting the user. It will also nudge the agent as they're going through their typical workflow, asking if there is something it can do or offering reminders, Damani explained.
Like Poggi, Damani believes these tools help real estate professionals work more efficiently, but they aren't a replacement for agents.
"I think some portions of an agent's job can be automated," Damani said — "but the human touch is not going away anytime soon."
An explosion of AI in real estate
Leo and HouseWhisper aren't the only players in the rapidly growing sphere of AI assistants.
Earlier this week, proptech company Lofty introduced AI Copilot, which is integrated into its CRM. Similar to HouseWhisper, the AI assistant is designed to help agents manage and convert leads more efficiently by scheduling tasks and sending follow-up communications.
And other organizations are using AI to manage internal content. Charlotte-based Canopy MLS announced in January that it was launching "Ardi," an AI assistant that helps subscribers use the platform more quickly and efficiently and answers questions about MLS rules and procedures.
While not everyone is ready for an AI future — many brokerage leaders remain "highly concerned" about the technology, a recent survey found — it will likely play an increasing role in real estate.