Lofty is leaning into the next phase of artificial intelligence (AI) in real estate, not just assisting agents, but quietly running much of the business for them.
The real estate technology company has introduced Lofty AOS, which it describes as the industry’s first agentic AI operating system built specifically for brokerages.
Lofty vice president of marketing Dave Carter told HousingWire the goal is to remove one of the biggest barriers to AI adoption; time and effort required from agents to find an optimal fit into their business.
“It’s all about the agent productivity,” he said. “The underlying benefit of (agentic AI) is that it’s automating more and more of the processes, whether they’d be administrative or related to sales and marketing. Those things can really consume a bulk of the agent’s time.”
Carter said earlier generations of AI in real estate failed to deliver on their promise because they still required heavy agent involvement.
“I think that’s the difference,” he said. “The difference here is we’re putting so much less burden on the agents to take actions themselves. Broker-owners, in the past, we’re always worried about agent adoption, so they can put some of that behind them.”
How the system works
Lofty AOS coordinates a suite of AI agents that operate simultaneously.
One assistant prioritizes tasks tied to lead management. A sales-focused agent engages and qualifies leads, generates call scripts and analyzes sales calls — while a social media agent creates and manages content strategies, including scheduling and posting.
The system also includes a homeowner-focused agent that adds to contact databases and automates valuation-based outreach aimed at potential sellers. Additional agents handle website creation, search optimization and transaction coordination.
Carter said the operating system is designed to function with minimal agent involvement while still allowing a human to step in when needed.
“So, the agent still has full visibility,” he said. “The agent has control over parameters like when to respond to things, tone to use, certain attachments or disclaimers and so on. Then, in the case of the AI agents, [they] sort of directly interact through chats and emails and text conversations, etc. The agent can still jump into any of those at any point and take over if they want to.”
He added that automation allows agents to operate at a scale that would be impossible manually.
“If the agent was doing it themselves, they might only be able to do that with one or two leads,” Carter said. “Now, they can do it on scale and actually take a real shot at being able to stay in touch with and proactively engage everyone is in their database.”
Control, compliance and trust
One of the biggest concerns surrounding agentic AI is accountability — particularly around compliance, messaging and brand control.
Carter said Lofty AOS is built to give agents and brokerages oversight rather than take it away.
That visibility is especially important as brokerages introduce automation to agents who may be less tech savvy or wary of change, Carter added.
“Automation shouldn’t mean losing control,” he said. “Even if they’re a little less tech savvy, they still get to define the rules. They still get to approve decisions that are being made and change things as they need to along the way, so they’re still very much in control and there’s still a lot of transparency.
“They can review activities and logs and outcomes at any time. There’s plenty of different ways to set up these workflows that will make them feel like it fits in their business and it can truly operate as a partner.”
Carter also mentioned plans for an upcoming AI studio that would allow broker-owners to build their own custom agents within Lofty AOS.
Integration and differentiation
Lofty AOS is designed to integrate with existing brokerage technology — including CRMs and other tools agents already use.
“We have a pretty open system, and one of the things that we that we were shooting for in releasing this was to set ourselves up as being this extensible AI platform that would seamlessly fit into different folks’ tech stacks,” Carter said. “We have the majority of all the components you would need to run and grow a successful real estate business within Lofty natively. We develop them, but we understand that there’s folks who still love their products.
“They might have a CRM system they really like, or a website that they really like. So, either this week or next week, we’ll be launching a new public-facing version of our marketplace, which will help promote, for everyone, all of those different integrations and how they can access them.”
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