Every real estate agent has AI now, how sellers spot real expertise

A homeowner recently asked me to review a listing presentation prepared by another real estate agent. It was impressive. The pricing analysis was organized, the marketing plan included video, social media and buyer targeting, and the language was polished throughout. A few years ago, a presentation like that might have shown how much time and thought an agent had invested before the appointment. Today, much of it could have been produced in less than an hour with artificial intelligence. That does not make the presentation weak. It does make it a less reliable measure of the agent’s actual ability. AI is giving nearly every real estate professional access to tools that can create polished market reports, listing descriptions, presentations and marketing plans. That will improve the basic quality of what consumers see. It will also make it harder for sellers to distinguish strong presentation from strong representation. For much of my 22 years in real estate, the quality of an agent’s materials offered at least some indication of preparation. AI is narrowing that gap. A professional presentation should now be the beginning of the conversation, not the reason for making the hiring de...