Coldwell Banker agent Georgie Smigel used to spend hours digging through spreadsheets and old inquiry lists trying to figure out who might be interested in a new listing.
Now she simply asks her artificial intelligence software: Who’s looking for a $250,000 house in Bellevue?
“And it pops out all these people’s names and emails,” she said. “We invite them to look at our listings and go to our open houses.
Ms. Smigel said a real estate coach told her a year ago to “start small” with AI and use it to write ads, clean up listing descriptions and other small tasks.
But with help from her two tech-savvy sons, she went further. She has trained her AI tools to power a big portion of her business, from mining prospects to drafting marketing materials and staying in touch with clients.
The payoff has been real. The team Ms. Smigel leads is on track to hit the $100 million mark in sales this year, about $10 million more than in 2024 and she credits AI for helping her get there
How artificial intelligence became real estate’s new secret weaponHow artificial intelligence became real estate’s new secret weaponHow artificial intelligence became real estate’s new secret weapon
Now she simply asks her artificial intelligence software: Who’s looking for a $250,000 house in Bellevue?
“And it pops out all these people’s names and emails,” she said. “We invite them to look at our listings and go to our open houses.”
The use of AI in real estate has evolved into a broad range of tools that can automate marketing, analyze buyer behavior, generate ads and social media posts, and even draft agreements that once required an attorney.
Agents doing their own marketing are finding they can cut certain professional services from their budgets.
“We don’t need our graphic designer anymore, which is unfortunate,” Ms. Smigel said. “We can put an ad into AI, ask it to make a special size, ask it to look like this, give a theme, and AI spits it out for us.”
