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Estate agents have always thrived on their ability to connect with people – building trust, offering guidance, and making what can be a stressful process feel seamless. But as customer expectations shift and technology evolves, we now need to recognise that speed, availability, and precision are just as important as personality.
That’s where Artificial Intelligence comes in. Not as a disruptor to our industry, but as a powerful tool to help us deliver a better, more consistent service. In fact, it might just be the best team member we never knew we needed.
That’s why at Spicerhaart we’ve been investing in AI, to help us deliver better services, boost operational efficiency, and empower our teams. From intelligent marketing tools to call analytics, and from listing optimisation to job specs, AI is now hardwired into our daily operations – and it’s already transforming the way we work.
We’re developing our own secure AI platform across the business, developed in-house with proper compliance, branding, and privacy safeguards. We’ve also built custom GPTs trained on our brand tone, data sources and compliance rules.
These tools now generate a significant percentage of our marketing content, with one source video, for example, turned into six short form articles plus social posts. We can automate FAQs, and even support staff training through roleplay simulations and objection handling.
Yes, there are challenges. People need to be trained to use the tools correctly, for one. A big concern is that as increasing numbers of estate agencies embrace the large language models, we’re in danger of everything becoming homogenous.
However, the real power of AI lies in its ability to move us from being reactive to proactive. If a tenant reports a leaky tap, AI can log the issue, authorise a fix within agreed limits, notify all parties, and schedule a plumber – automatically. Everyone involved, from landlord to tenant, gets updates without chasing. That’s not futuristic – it’s starting to happen.
One of the clearest thinkers on this topic is Samantha McLean, Managing Editor of Australia’s Elite Agent. She’s been an early advocate for using generative AI not just to streamline admin, but to grow business – and personal brand.
She highlights use cases that include engaging content creation, instant listing generation, predictive client engagement, and even custom video avatars that can present updates or marketing content with polish and personalisation. It’s a blueprint we’re already drawing from, with the development of our own avatars with regional accents!
More importantly, Samantha consistently emphasises that the key to effective AI isn’t replacing interaction – it’s enriching it. It’s about using data and digital tools to understand your client better, to anticipate their needs, and to communicate in ways that feel relevant and timely. That’s how trust is built.
She’s also been outspoken on how agents can leverage tools like ChatGPT to craft pitch-perfect email sequences, anticipate objections, and even rehearse difficult conversations. This is real, practical, day-to-day value for agents at the coalface, not hypothetical future tech.
Mark Cohen, VP of Product – APAC at MRI Software – which specialises in software for real estate – echoes that hands-on practicality. He told us how AI is now built into the tools agents use every day.
From auto-generated property listings in seconds to CRM synopses that brief agents before a call, their tech is making the job easier and more precise. Their vision AI even scans property photos to detect features agents might miss – helping match buyers to homes based on visual taste, not just spec sheets.
“We don’t believe in ‘black box’ AI that makes decisions without explanation,” Mark says. “Instead, we ensure that estate agents remain in control, using AI as an assistant rather than a replacement.”
MRI’s approach to AI is all about coverage and consistency. Whether it’s processing thousands of utility invoices for larger landlords or surfacing better data insights, it’s practical, scalable, and grounded in the realities of running an agency.
Consumers already use AI in daily life. They’re speaking to Siri, getting Spotify recommendations, booking haircuts online. I don’t believe they would mind if part of the estate agency process is AI-powered – so long as it’s fast, accurate, and helpful.
At Spicerhaart, that’s our focus. Whether it’s using AI to generate listings content, enhance valuations, or automate client follow-ups, the goal is always the same: to deliver a better experience for the customer and a sharper edge for our agents.
We’re also exploring AI’s potential in more strategic areas – analysing behavioural signals, targeting marketing more precisely, and providing deeper insights into why people move and when.
AI isn’t doing the work for us – but it’s helping us do more, faster. You still need to know your craft. But with AI at your side, you can sharpen every part of the process – from lead generation to negotiation.
We’re not trying to build robots – we’re building better systems, a smarter way to work. The human touch will always matter. AI just takes the friction out of everything around it. It’s about consistency, scale, and staying one step ahead of client expectations.
It’s no longer a question of whether AI belongs in estate agency. It’s already here. The real question is: are you using it to raise your game – or are you standing still while others surge ahead?
We’ve seen what’s possible. And we’re just getting started.
Paul Smith is founder and chairman of Spicerhaart.
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