Is it right or wrong to use AI in estate agency?

Artificial Intelligence (AI) is now everywhere. Everyone is using it and, let’s be honest, it’s a really useful tool. From assistance with listings copy to on-hand chatbots, estate agents are increasingly using AI to support their business.

But the question of how it’s used in the property sector, and how open agents are about using it, is the focus of this article.

Last week, a prominent estate agency chain was embroiled in controversy after a couple viewed a home that was significantly different from the photos included in the listing.

So, is AI in estate agency a good or bad thing?

A tool, not a substitute

The property industry has been using computer simulated imagery for years. 

Where would architects be without CGI, for example? This useful tool has helped sell property by effectively offering an artist’s impression of what a property could look like on completion. 

Likewise, it’s widely known that estate agents have been brightening skies in the images taken on dark, rainy days.

However, there’s something markedly different about taking an existing photo and refurbishing its interior to the point whereby it doesn’t reflect reality, which is what the agent in question did.

Our team of Surrey and Hampshire estate agents at WPR are not anti-AI; taking that position would be madness in a world that’s becoming increasingly dependent on it. However, we believe that it’s a tool and not a substitute for trust.

We also believe that it’s okay to use it – as long as you’re being honest about how it’s being used.

Open and transparent

Estate agency is a trust-based business that hinges around one of life’s most stressful transactions: buying and selling a home.

If you mislead people, whether that’s intentionally or unintentionally, then you risk losing a client’s trust. And once that’s happened, it’s very difficult to get it back.

We wholeheartedly recognise the many benefits of AI. However, it should always be used responsibly, transparently and with clear caveats. Even a line under the image to say ‘an AI-generated image of how the property could look’ is enough to set expectations, avoid upsetting people and evade a furore.

As AI continues to dominate the news agenda (and capture the UK’s imagination), it’s also worth remembering that it cannot replace human judgement, empathy and experience.

Not always right

Another consideration is that AI doesn’t always get it right.

Like many businesses, we trialled AI technology to help manage the significant volume of enquiries we receive through Zoopla, Rightmove and our website. The intention was straightforward: respond to enquiries more quickly and improve efficiency for prospective customers.

The reality was different. 

Over a two-month trial period, we found that many customers simply didn’t enjoy interacting with something that wasn’t human. Conversations felt less personal and, in some cases, the technology failed to understand the context or sensitivity of what was being discussed.

At one point, the system was automatically messaging prospective clients at two o’clock in the morning, complete with emojis. On another occasion, a customer explained they were selling their property because their partner had recently passed away. The AI’s response? A sad-face emoji.

No harm was intended, of course. But it did demonstrate a fundamental limitation of the technology. AI may recognise words, but it doesn’t understand people.

People first

As a result, we decided to discontinue its use and return to what we know works best: ensuring our customers speak to real people.

Property is rarely just a transaction. Behind every sale, purchase, tenancy or valuation is a personal story. People move because they’re starting families, changing jobs, downsizing, dealing with bereavement or navigating major life changes. These situations require understanding, sensitivity and professional judgement.

A chatbot cannot offer reassurance to a nervous first-time buyer. It cannot genuinely empathise with a landlord facing difficulties or a family selling a loved one’s home. It cannot read between the lines of a conversation or understand the emotions involved. That personal touch remains essential.

None of this means AI has no place in estate agency. Used carefully, it can support businesses, improve efficiency and reduce administrative burdens. But it should always be used honestly and transparently. If an image has been digitally enhanced, that should be clear. If a customer is interacting with AI, they should know that’s the case.

Technology should help people, not deceive them.

AI in estate agency isn’t about right or wrong. And let’s face it, the future of estate agency will almost certainly involve AI in some form. The challenge for estate agents and businesses operating in the property sector is ensuring they don’t get carried away with the possibilities at the expense of the customer experience.

Thinking of making a move this summer? Contact your local Warren Powell-Richards branch to arrange a no obligation valuation of your property.