"This data confirms what many agents and brokers already feel in their day-to-day work: AI is no longer a shiny add-on, it's core infrastructure. When a large number of agents are using AI and leadership rates its importance as only climbing competitive advantage shifts from whether you use AI to how well you use it. Brokerages that lack guardrails, training or integrated systems risk inconsistent messaging, compliance missteps and uneven consumer experiences."
"The survey found AI is most commonly used for marketing and content tasks. Roughly 82% of agents use AI to write listing descriptions, up from 58% in 2024. Seventy-four percent use AI for blogs, social media posts and email campaigns and 49% use AI for social media planning and management. Among brokerage leaders, 26% cited content creation as the most important AI use case, followed by listing descriptions at 15% and marketing tools at 7%."
"Despite broad adoption, brokerage leaders reported ongoing concerns about AI oversight. Nearly half said they are highly concerned about AI guardrails, with privacy, system integration and regulatory compliance cited as key barriers. Smaller brokerages reported higher concern levels citing limited access to compliance tools, integration resources and staff training. Leaders at larger firms said scale and infrastructure provide more safeguards."
AI usage among agents has shifted from optional to central infrastructure, with marketing and content tasks dominating adoption. Roughly 82% of agents use AI to write listing descriptions, 74% use AI for blogs, social posts and email campaigns, and 49% use AI for social media planning and management. Brokerage leaders rate AI importance rising from 5 to 7 out of 10 and project future importance at 8. Concerns persist about guardrails, privacy, integration and regulatory compliance, especially at smaller brokerages. Firms investing in integrated platforms, training and governance can scale operations, improve marketing and reduce compliance risk.
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