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Jonathan Lickstein being interviewed during 2025 Florida Realtors Convention
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Working Smarter with AI in Real Estate

By Amy Connolly

Jonathan Lickstein, COO of LoKation Real Estate, shares at the Florida Realtors Convention how AI helps his agents streamline tasks, nurture leads and stay efficient.

ORLANDO, Fla. – Artificial intelligence has moved beyond writing listing descriptions. It’s transforming how real estate pros pitch to customers, nurture leads and close deals. For Jonathan Lickstein, COO of LoKation Real Estate in Pompano Beach, AI is all about saving time, sharpening strategy and keeping agents face-to-face with clients.

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Quick Tips for Realtors & Brokers Using AI

  • Prep for listing presentations
    Ask ChatGPT to act as a coach: share the property address, client type and likely objections so it can help you refine your pitch.
  • Master prompt structure
    Use the “Who, What, How” formula: Who you want the AI to be, What you need it to do and How you want the answer delivered.
  • Skip simple Q&A
    Don’t treat ChatGPT like Siri or Alexa. Write detailed prompts for richer, more accurate responses.
  • Request missing details
    End prompts with “What am I missing?” to let the AI ask clarifying questions before drafting a final answer.
  • Create slides in seconds
    Try Gamma.app to turn a prompt into an editable presentation in under a minute. It’s perfect for quick slide presentations.

At the 2025 Florida Realtors® Convention & Trade Expo, Florida Realtor magazine’s Tracy Velt caught up with Lickstein to talk about the tools, trends and risks shaping AI in real estate today:

How is Artificial Intelligence (AI) changing the day-to-day workflow for agents?
Agents are at all different levels with AI. Some are hesitant, while some use it for basics like listing descriptions or social posts. But AI can do so much more. For example, you can use ChatGPT to role-play a listing presentation, prepare for objections or even coach you like a broker or real estate coach would. ChatGPT learns your tone and style over time, so it gets better the more you use it.

What are some quick wins you’ve seen agents achieve with AI?
Nurturing leads is a big one. With AI, agents can now handle text messages, web chats or even answer calls and qualify leads to get appointments on their calendar. It helps agents talk to more people in less time.

What about at the brokerage level? How are you scaling AI for agents?
We’ve incorporated an AI compliance tool. When a document enters the transaction system, it’s reviewed within minutes. It’s checking signatures, initials and extracting details like buyer, seller, price, escrow and loan. This saves agents time on paperwork so they can focus on people. It took years and a mix of third-party and internal programming to get right.

I’ve heard some brokerages are creating digital twins. Have you explored that?
Yes, I’ve created both a video and voice twin of myself. We use it in recruiting and content creation. For example, instead of spending hours recording a podcast, I can feed my twin a script, and it produces clean audio fast. It’s all about efficiency.

Prompts are key to getting good results. How do you coach agents on writing better ones?
I teach a four-part framework for writing prompts. They must answer the following: Who, what, how and “what am I missing?”

  • Who: Specify the role you want the AI to play (for example, “act as a real estate coach” or “write like a marketing copywriter”).
  • What: Clearly state the task or goal (such as “draft a listing description” or “summarize these survey results”).
  • How: Describe the format or style you want the response in (bullet points, a friendly tone, a detailed plan, etc.).
  • What am I missing?: Tell the AI to look for gaps in your request and ask you follow-up questions before it starts generating an answer.

What risks should agents be aware of, especially around privacy?
Data security is a big one. If you’re using ChatGPT, go into settings and check whether your chats are being used to “make the model better.” If that’s on, your data is sent back to servers. Turn it off for a closed ecosystem. Never input personal or client information without locking down privacy settings.

What about AI disclosure laws? Will agents need to disclose AI use?
Likely, yes. If you copy AI output word-for-word, disclosure will probably be required. But if you significantly edit and personalize it, I don’t believe it will. Adding the human touch is essential, not just ethically, but also for SEO and authenticity.

What’s the biggest mistake you see agents making with AI?
Letting AI dictate their voice. Phrases like “I hope this email finds you well” or long dashes instantly give away AI. Don’t lose authenticity. AI should boost productivity, not replace your personal style. Let it draft information but then make it your own.

Does AI make agents less valuable — or more?
More valuable, if used right. It frees agents from repetitive tasks like follow-up or paperwork, allowing them to spend more time face-to-face with clients. But if an agent just forwards AI outputs without adding the human element, that’s where value gets lost.

Final advice for agents diving into AI?
Don’t fear AI replacing you. Fear the agent who uses AI better than you. The winning formula is AI plus human connection creating efficiency with authenticity.

© 2025 Florida Realtors®

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