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I won’t replace real‑estate agents, but those who adopt it must do so with care and transparency. A recent survey shows that while the number of AI tools for agents and buyers is growing rapidly, many professionals are still learning how to use them responsibly.
Industry expert Angie Javier stressed at a NAHREP‑AVANCE workshop that the human touch remains essential: buyers and sellers need a guide to walk them through a home and explain the process. “AI can’t replace that connection,” she said.
The next step beyond traditional SEO is generative engine optimization (GEO). GEO focuses on making content relevant to AI‑driven searches rather than just Google rankings. Javier calls it the new frontier for real‑estate AI and says it’s already here.
To succeed with GEO, agents should keep messaging consistent and informative. Video is a powerful tool, but consistency matters more than frequency. “Two well‑crafted videos a month that highlight local market trends are fine,” she advised. Tone should be educational, not sales‑heavy—storytelling beats rankings or awards.
When writing articles, blogs, or social‑media posts, structure the content in Q&A or bullet points. Large language models pull information from the web, so clear, concise formats help the AI deliver accurate answers.
Transparency is key. Draft clear AI‑use policies that mirror brand and social‑media guidelines, and review them with your broker or legal counsel before implementation. “A second set of eyes is invaluable,” Javier noted. Flagging AI usage in your communications builds client trust; people will notice when a tool was used.
Protect client data by including privacy safeguards in your policy. When prompting AI tools like ChatGPT, avoid entering sensitive details such as full names or exact addresses. Instead, generalize: city, number of bedrooms, approximate square footage. “Generalize it,” Javier urged. “We don’t need every detail.”
By combining responsible AI deployment, consistent GEO‑focused content, and clear privacy practices, agents can enhance their services without compromising trust or professionalism.
