Why ‘human + AI’ is the winning combination for agents 

Even as concerns about artificial intelligence have increased among some industry leaders, the technology is here to stay — and real estate professionals who aren't using AI tools will likely be at a disadvantage.

Still, the human element of real estate remains imperative, according to MoxiWorks CMO Kim Koraca, who joined Real Estate News President Mitch Robinson for a recent webinar titled "The Double Agent: Why the Future of Real Estate Is Human + AI."  

"The whole point of today's theme, 'The Human + AI,' that's the part that was the same 20 years ago and it will be the same in 20 years still," Koraca said. "How we get it done and how we remain competitive is where AI is starting to help."

'Level the playing field': As AI has advanced, real estate and tech leaders have suggested that the technology can "level the playing field," Robinson noted. But what does that mean for agents working on the ground?

For one, Koraca explained, AI has made it easier for agents to get noticed. AI can be used to build marketing campaigns quickly and at minimal cost, allowing nearly any agent to create a professional digital presence. That's giving agents more opportunities to be seen, but it's also increasing competition in their local markets, Koraca noted.

"Everybody's in the game of being a better marketer, being better at using technology," Koraca said. "Where the agent value proposition continues to differentiate though, is the human element they bring in and how they can be the human judgment behind what the AI is doing to help them level up."

Agents shouldn't be afraid to dive in: One barrier to agent adoption of AI and other emerging tech tools is the fear of trying something new. For agents who are a bit nervous, Koraca suggested, "don't overthink it."

"Give it some prompt to say who you are and what you're looking to do and what matters to you and what you think your differentiator is," Koraca said. "Then just ask it and it will start a conversation, like you're sitting down having coffee with someone, back and forth."

But, she cautioned, use some healthy skepticism when interacting with a chatbot, "because it loves to agree with you."

Use existing resources: Koraca also encouraged agents to find out what AI-enabled tools their brokerage is already using to avoid potential security issues.

"Broker/owners are tasked not just with finding the right technology, but now the right technology with AI," Koraca said. "And that is going to protect the brokerage from compliance and privacy and data and all the things the broker/owner has to think about."

Beware of AI slop: AI can increase efficiency and open up more options for agents, but AI-generated content can often sound inauthentic — and sometimes AI just gets it wrong.

Agents who fail to scrutinize and revise the content AI helps them build may become "part of this new layer of mediocrity," Koraca said, where "everything sounds the same and looks the same."

Why 'Human + AI' matters: "What will always win is the human element you bring," Koraca said. "You won't win alone, though, on that."

Personalization and localization will continue to be an important value proposition for agents, but "if you think about today's consumer and their behavior, it really comes down to timeliness," she said. 

"With the right AI in the right proptech tool … we can start to surface [consumers'] intent," including the "interesting moments" that can help agents connect with clients at the right time, Koraca added.

Agents must keep up with consumers: Buyers and sellers are increasingly using technology themselves to find information about home values, market conditions and the transaction process. "They're going to go on their own research journey," Koraca said. "So just make sure that you are staying in front of them with effective, regular follow-up and that you have signals set up if they have behavior that's interesting to you," she added. 

"Stay connected to them in a meaningful, timely way. That is the personalization."