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Artificial intelligence (AI) is quickly becoming a strategic differentiator for leading real estate agencies, helping them sharpen their marketing, win listings, follow up faster, and prepare for appraisals without adding extra hours to their week.
The number of firms deploying AI solutions has grown from 31 per cent to 42 per cent in just one year, according to the annual Property Council of Australia Tech Survey.
For many, AI has started with small, easy wins.
“AI doesn’t have to be complicated,” said Adam Franklin, AI and digital marketing coach. “The smart leaders are starting small, proving it works, and then building from there.”
Principals are using it to tidy up property descriptions, turn dot points into polished copy for listings and social media posts, send personalised follow-up emails after open homes, and set simple reminders for their team to call hot leads.
Further examples include running attendee lists from an open home through an AI tool. By crosschecking with public sales data or past enquiry records, an agency can quickly identify which visitors may also be preparing to sell – giving the sales team a focused call list.
In marketing, agencies are using AI to create fresh ad ideas for different demographics, or reformat a long post into short, snappy updates for Facebook, Instagram, and LinkedIn. “It’s like having an assistant who never runs out of ideas,” Franklin said.
Property research is another area seeing a shift. Instead of spending an afternoon compiling suburb facts and recent sales, vendor-friendly suburb profiles can be generated in minutes.
“You can have something ready before you finish your coffee,” Franklin said.
According to B2B content delivery specialist Captivate Q, the real change comes when AI moves from experimentation into daily workflows.
“AI is no longer a side project,” said program director Louisa Thomas. “It’s becoming part of how leading agencies operate every day. Those who build capability now will be the ones with the genuine competitive edge.”
In response to this demand, Captivate Q, part of the Momentum Media network, has launched AI Edge for Real Estate – a one-day, hands-on workshop showing principals how to apply AI in marketing, lead management, and research without getting bogged down in technical jargon. The first event is limited to just 40 places and is scheduled for 16 September in Sydney, with Brisbane, Melbourne, Perth, and Adelaide dates to follow.
For more information, visit www.aiedge.au/re.
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