In today’s world, artificial intelligence (AI) permeates various aspects of our lives, and the real estate industry is no exception. AI is becoming a prevalent tool for marketing and selling homes, raising both promising opportunities and concerns.
Nobu Hata, the director of association and industry affairs for the real estate website Zillow, and former director of digital engagement at the National Association of Realtors, emphasizes the enduring presence of AI in real estate. He notes that the industry, already a target for transformative technologies like virtual reality (VR), is experiencing rapid developments, outpacing our ability to keep up.
AI, defined as computer systems replicating human intelligence, is harnessed in real estate to analyze vast data sets, including property listings, real-time valuations, sales information, and demographics. Additionally, VR contributes to the sector by creating immersive 3D virtual tours, enabling potential buyers to explore properties from anywhere globally.
Virtual tour software, a product of AI, can digitize buildings, automatically generate 3D tours, produce high-quality photos, and design schematic floor plans.
Last winter saw the introduction of ChatGPT by OpenAI, an AI program simulating human conversations. This versatile tool can write business pitches, compose music, poetry, answer test questions, and even draft property descriptions, marketing campaigns, and legal documents in real estate.
However, as AI gains prominence in the real estate landscape, concerns arise about its potential to decentralize and question the value of real estate professionals. President Joe Biden’s recent executive order on the responsible development and use of AI reflects the broader societal impact, addressing issues of safety, security, and equity.
Hata acknowledges the inevitability of AI’s presence but stresses the need for real estate professionals to adapt and enhance their capabilities. While AI has its limitations, Hata encourages realtors to focus on human interaction, local expertise, accurate listings, and transparent communication to emphasize their value.
Marki Lemons Ryhal, a social media education provider for Realtors, emphasizes ethical considerations. Realtors are reminded of their responsibility to fact-check and proofread AI-generated content. Ryhal advises careful review for accuracy, as questions about the copyright of AI-generated materials remain unresolved in legal realms.
In navigating the evolving landscape shaped by AI, the emphasis is on continuous improvement, ethical practices, and leveraging AI as a tool to enhance rather than replace the human touch in real estate.