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Why Brokers Must Lead The AI Conversation

Women in Real Estate
Written by Posted On Thursday, 04 December 2025 05:54
Why Brokers Must Lead The AI Conversation image by 123RF

Artificial Intelligence (AI) is transforming real estate training, recruiting, and attrition.

Many brokerages opt for SaaS AI tools (e.g, chatbots, marketing automation, valuation engines at $500-$3,000 a month for small to mid-sized firms; larger brokerages often spend $10,000 or more for enterprise-level solutions, according to aiqlabs.ai.

Brokerages report an average ROI of $8 for every $1 invested in AI, with payback periods of 4-6 months for well-implemented solutions, according to sajedar.com. Aiqlabs.ai says AI can cut operating costs by up to 24% and save 20-40 hours per agent per week through automation.

Ainvest.com says, “The AI in the real estate market is projected to reach $303 billion by 2025, growing at a 34% CAGR, signaling continued budget increases for brokerages investing in AI-driven tools.”

The spending trend is evident. Brokerage is moving from experimental to operational investments.

  If reports are accurate, t technology budgets are focusing on marketing automation and content generation, predictive analytics for pricing and marketing trends, CRM,  client engagement tools, and compliance and risk management.

If true and complete, brokers   are missing the one critical AI service that their agents need the most: solutions at the point of the deal or no-deal decision to buy or list.

For example, AI did the best it could do in this sales scenario, but AI does not know what it does not know. For sales issues, AI gets a failing score on the ever-present need for an answer to objection questions.

This case study explains why AI could cost sales, not help make one. The lady said she would not purchase the one-bedroom condominium with the galley kitchen because the kitchen was too small.

Two bots suggested that the agent respond like this:

  1. Suggest the shop for a larger kitchen.
  2.  Remember to remind her that the smaller kitchen is easier to keep clean,
  3. Have the kitchen enlarged by a contractor.
  4. Agree with her that it is a small kitchen.
  5. One long word salad response suggested that the agent find out why she thought the kitchen was too small, but offered no script.

The correct question: “ May I ask why you feel the kitchen is too small? Think about this. A sale, a $4300 commission, and a possible career hang in the balance.

 “Our family has a ceramic rooster that hangs in the kitchen for good luck, and I don’t see any place to hang the rooster.” BAM! 

Now, what does the agent say?

 “So, am I to understand that if you had a place to hang the rooster, we could take this off the market today?” If she says yes, what would AI suggest? I don’t know, but this is the correct solution. What does the agent do now?

 Find a place for the rooster!

 As it turns out, she agreed with the agent’s recommendation that she could see the rooster if they hung the rooster in a special place on the entrance wall. She purchased, and a Realtor made a nice commission.

 The Real  Risk of “Word Salad” AI Responses

Realtors in the field need an answer on the spot; they don’t need a buffet of generic phrases that sound good but solve nothing. Unfortunately, that’s what many AI tools deliver—surface-level suggestions that miss the real reasons home shoppers don’t purchase, and home sellers don’t list. The AI sales challenge is not about the matrix-driven solution; it is about understanding the difference between what is right and what is almost right. Almost right cost sales and careers. Without the experienced human backup, who are you going to call?

For an inexperienced agent, wrong responses could cost their careers.  They’ll trust what they read, lose the sale, and soon lose their confidence. Subtly but surely, they’ll lose their passion—and eventually their vision—clouded by too many words and too few real solutions.

And here’s the kicker: the broker who isn’t proactively guiding these agents may never understand what happened. Deals slip away, agents burn out, and the root cause—misguided AI advice—remains ignored or worse, upgraded to attention on writing better prompts, when what is needed is the truth. It may come in a different size and color, but principles don’t change.   

Brokers must lead AI conversations before it costs them agents and sales.

Ask Fletch AI - Built For Regional Real Estate Brokerages - Learn More

 

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David Fletcher, NHCB

David Fletcher, a retired Realtor, spent his entire 25-year career recruiting, training, and supervising Realtors to serve as full-time onsite agents for more than 50 communities listed by Fletcher to sell and market the builder/developers communities. His teams sold more than $3 billion in new homes and condominium inventory, mostly on the west coast of Florida. More than 6,000 Realtors have taken the course he wrote to show them how he did it. His real estate career began in St. Petersburg, FL, when the developer-client of his public relations firm purchased his company and named him Vice President of the American Housing and Development Corporation building Bay Island, the waterfront community in South Pasadena, FL, where he served for three years before opening his real estate brokerage specialing in new construction. Along the way, Fletcher wrote Condominium Sales and Listings, 226 pgs, was a featured speaker at a National Association of Realtors convention, Chaired the Sale and Marketing Council for the Florida Home Builders Association, and was given a key to the city of St. Petersburg by its Mayor, for his work on the city's economic development council.

https://www.newhomecobroker.com

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