The role of AI in real estate

Thanks to AI, buying and selling homes is changing fast. Now, consumers expect more than traditional service—they want the convenience they get in other areas of their livesSellers and buyers want tools that make the (sometimes arduous) buying process - including property matching, viewing management - easier, faster, and more transparent. Throughout this blog, we’ll discuss the features that do this well.

For estate agents, this means becoming digital-first. Why? Customers expect seamless interactions, 24/7 support, and data-driven insights that help them make smarter decisions. When estate agents bring AI into the mix, it’s not just about keeping up—it’s about setting a higher standard. Using these tools builds trust and creates experiences that leave a lasting impression. AI takes care of the repetitive stuff, freeing agents to spend more time doing what they do best: connecting with clients, building relationships, and sealing the deals that matter most.

• Understanding the Modern Real Estate Consumer
• Consumer Demand for Personalised and Efficient Services
• Leveraging AI for Enhanced Property Searches and Custom Recommendations
• Virtual Showings and Immediate Accessibility: AI for 24/7 Service
• Customer Engagement with AI-Powered Virtual Assistants and Chatbots
• AI in Property Management: Smart Repairs and Maintenance Requests
• Practical Steps for Estate Agents to Implement AI Solutions
• Challenges of Adapting to New Technology and How to Overcome Them
• The Future of AI in Real Estate

Modern buyers and sellers expect more than access to property listings. They’re looking for an experience that feels intuitive, fast, and tailored to their journey—from property discovery and personalised matching, to streamlined viewing management, and even collaboration with third parties like solicitors and conveyancers. Features like personalised search filters, real-time responses, and easy access to relevant property details are key to achieving this.

This is where AI makes all the difference. AI-powered tools can offer features like chatbots that provide instant answers, virtual assistants that schedule property tours, and sentiment analysis tools that gauge customer preferences. This move towards automation and personalisation helps estate agents offer tailored support, earn trust, and deliver the smooth experiences clients expect today - all while alleviating repetitive admin tasks, speeding up decision-making, and providing clearer visibility into upcoming property availability.

AI has transformed how people search for homes, taking personalisation to a new level. Instead of relying on simple filters like price or location, these tools analyse user behaviour—such as which listings they view or save—to offer suggestions tailored to their preferences.

For instance, AI can identify homes with features like spacious yards or eco-friendly designs for buyers interested in sustainability. It can even anticipate unspoken needs, like proximity to schools or quieter areas, making recommendations feel bang on.

This innovative Technology makes the search process faster and easier for buyers and agents. Buyers get personalised options without wading through irrelevant listings, while agents can focus on showing properties that genuinely match their clients' needs. AI bridges the gap between what buyers want and what’s available, speeding up decisions and creating a better overall experience.

With tools like Salesforce AI, buyers and agents benefit from a more efficient and satisfying process. Clients see only the most relevant options, and agents can spend more time focusing on properties that genuinely match their clients’ needs.

AI-powered virtual tours provide a detailed and immersive way to experience a home. Buyers can explore rooms, zoom in on key features, and move quickly. For those relocating or unable to attend in person, this makes viewing properties easier and making decisions quicker.

Augmented reality (AR) takes things further, letting buyers customise their experience. They can see how a space would look with different furniture, layouts, or finishes, helping them picture the home as their own. This level of personalisation engages buyers and gives them the freedom to make more informed decisions, all the way to interior design.

By combining virtual tours and AR, estate agents can offer a Service accessible around the clock, ensuring every client feels supported, no matter where they are. These tools don’t just save time—they create a convenient and engaging experience.

AI is reshaping how real estate businesses interact with clients, making every touchpoint smoother, faster, and more intuitive. With tools like Agentforce, businesses can offer proactive, AI-driven engagement that anticipates client needs—whether they’re searching for properties, asking about mortgages, or looking for local amenities.

A great example of how to expand your customer service in the sector leveraging Agentforce includes handling queries that can often be found online, such as:

• First-time buyer inquiries (e.g., “What mortgage options are available?”)
• Location-based searches (“Do you have homes in this area?”)
• Property-specific questions (“What are the local schools like?”)

Now, with Agentforce, buyers can get instant, tailored responses in natural language—whether they have a Clear question or just need guidance. The AI assistant can proactively suggest properties based on criteria like:

• Number of bedrooms
• Preferred amenities
• Nearby schools or transport links

Beyond answering questions, Agentforce also schedules viewings, sets up calls with realtors, and offers digital property tours—giving buyers 24/7 support while freeing up human agents for high-value interactions.

This kind of AI-powered customer service isn’t just convenient—it builds trust, enhances efficiency, and meets modern buyer expectations for digital-first experiences.

AI isn’t just transforming how properties are bought and sold—it’s also changing how they’re managed. One of the most exciting developments is AI-driven image recognition, which allows tenants and property managers to identify repair needs instantly.

Here’s how it works:

• A tenant snaps a photo of a broken appliance or structural issue.
• AI analyses the image to determine what needs repairing (e.g., a faulty water heater or cracked window).
• The system automatically logs a repair request, assigns a technician, and provides an estimated fix time.

For real estate businesses handling multiple properties, this means faster issue resolution, improved tenant satisfaction, and lower maintenance costs.

With Agentforce, these repair requests can be streamlined through intelligent case management. Businesses can set up:

• Topics: e.g., maintenance, bid management, general FAQs.
• Instructions: e.g., "Always verify repair status before escalating."
• Actions: e.g., "Generate a repair order" or "Provide knowledge articles before scheduling service."

By integrating these AI-powered workflows, real estate firms can provide a seamless experience—whether assisting home buyers or managing tenant requests efficiently.

Getting started with AI in real estate might feel overwhelming, but breaking it into manageable steps can make the process straightforward and exciting. Here’s how estate agents can introduce AI into their workflow:

1. Set Clear Goals
Think about what you want AI to help with. Are you trying to make lead generation more efficient, provide quicker customer support, or give clients more tailored property recommendations? Knowing your goals from the start makes choosing the right tools and strategies easier.

2. Organise Your Data
AI needs good data to work its magic. Start by gathering all the relevant information—like customer preferences, property listings, and market trends—and organising it into a system that’s easy to access. The more accurate and complete your data, the better results you’ll get. AI tools like Salesforce AI thrive on good data to deliver outstanding results.

3. Pick the Right Tools
Not all AI tools are the same, so choose ones that match your needs. For example, machine learning can spot market trends, natural language processing can power chatbots, and image recognition tools can analyse property photos. Platforms like Salesforce offer options specifically designed for real estate, making this step easier.

4. Get Your Team Onboard
Your team plays a significant role in making AI work. Scheduling training sessions on how to use the tools and how AI can make their jobs easier will empower everyone onboard. When your team feels confident and supported, they will likely embrace the changes.

5. Connect AI to Your Current Systems
To get the most out of AI, it must work seamlessly with the tools you already use, like your CRM or property management software. Integration is key to keeping your processes smooth and avoiding unnecessary headaches.

6. Test and Adjust
Don’t just hit “go” and hope for the best. Test your AI tools in real-world scenarios and see how they perform. Gather feedback from your team and clients to fine-tune the system and ensure it meets your expectations.

7. Keep It Fresh
AI isn’t something you set up and forget about. Regularly check its performance and update it with new data and market insights. Keeping up with advancements in AI tech will help you stay ahead of the competition.

8. Play by the Rules
AI comes with responsibilities, especially regarding data privacy and security. Ensure your tools follow industry regulations and that you’re transparent with clients about how their data is used. It’s a must for building trust.

By following these steps, you’ll set yourself up for success in using AI. Not only will you streamline your operations and improve client experiences, but you’ll also show your clients and competitors that you’re ready to take real estate to the next level.

Introducing AI into real estate is packed with potential, but it’s not without challenges. Here’s a look at some common hurdles and practical ways to overcome them:

1. The Cost Question
One of the first hurdles is the price tag. Investing in AI tools, upgrading your systems, and training your team—can add up, especially for smaller agencies. But think of it this way: scalable AI solutions can grow with your business, delivering long-term benefits that far outweigh the initial cost. Start small with tools that align with your goals, and remember, efficiency gains and improved client experiences often pay for themselves over time.

2. Getting Buy-In from Your Team
Change can feel daunting, and for an industry as traditional as real estate, it’s no surprise there’s often resistance. Some worry AI might replace jobs, while others feel nervous about learning new tools. The key here is to involve your team early on. Show them the real-world benefits through pilot programs or success stories from similar businesses. Offer hands-on training demonstrating how AI simplifies their tasks and frees them to focus on clients.

3. Keeping Data Secure
Real estate relies heavily on personal and financial information, which makes data security a big deal. You can protect sensitive information with the proper measures—like data encryption, secure access protocols, and regular system checks. Compliance with regulations like GDPR or CCPA is crucial, and being upfront with clients about how their data is used goes a long way in building trust.

4. Navigating Ethical Concerns
AI has incredible potential, but it’s not perfect. Algorithms can sometimes carry biases that lead to unfair outcomes, like skewed property valuations or lending decisions. The solution? Regularly audit your AI systems to identify and fix these issues. Collaborate with developers to design tools that prioritise fairness and inclusivity and make transparency a non-negotiable part of your process.

5. Keeping Up with the Fast Pace of AI
AI technology evolves rapidly; staying current can feel like a full-time job. That’s why ongoing education is so important. Attend workshops, follow industry leaders, or even team up with AI experts who can help you make sense of the latest advancements. Keeping your tools and knowledge up to date ensures you’re always ready to adapt to what’s next.

These challenges might seem intimidating, but with the right approach, they’re entirely manageable. By tackling them head-on, estate agents can unlock the full potential of AI, delivering better services, working more efficiently, and staying ahead in a competitive market. Think of it as an opportunity to grow, not just your business but how you connect with clients.

AI is more than just a tool—it’s reshaping the real estate industry. From personalised property searches to AI-powered repairs and case management, businesses that embrace AI are delivering faster, smarter, and more reliable services.

With Agentforce, real estate firms can offer 24/7 support, streamline customer interactions, and automate key processes—all while keeping trust and security at the forefront.

Ready to see it in action? Book a demo of Agentforce today and discover how AI can elevate your real estate business.