AI raises the bar for listing presentations

Artificial intelligence can help agents create polished listing presentations in far less time, but strong marketing materials alone don't show whether an agent has the experience and judgment to manage the sale.

Gary Lanham, a Fort Lauderdale-area broker associate with LoKation Real Estate, said in Housing Wire that AI is making professional-looking pricing reports, property descriptions and marketing plans available to every real estate professional. As those materials become easier to produce, agents need to demonstrate their value through market knowledge, strategy and judgment rather than presentation quality alone.

Lanham said sellers should look beyond a comparative market analysis and ask agents to explain why particular comparable properties were selected. Similar homes can compete differently because of factors such as floor plans, privacy, road noise, maintenance needs and insurance concerns that may not be obvious in listing data.

AI can organize sales figures, he said, but the agent must still interpret what the numbers leave out, recommend a realistic price and explain that advice to a homeowner who may have an emotional or financial attachment to the property.

Agents should also be prepared to describe the home’s most likely buyer rather than simply promising broad online exposure. A property marketed to a local move-up buyer may require a different pricing and promotional strategy than one aimed at an investor, retiree, relocating executive or second-home buyer.

The agent’s ability to adjust the plan may be equally important. Sellers can ask what the agent will monitor after the listing launches, how feedback will be evaluated and what circumstances would lead to changes in pricing, photography or marketing.

That judgment becomes especially important after a home goes under contract, when appraisal, inspection, financing, insurance, title or permit issues can alter the transaction.

Lanham said he uses AI to organize information, identify patterns and work more efficiently. But the technology cannot guarantee that the underlying advice is sound.

“The best-looking listing presentation may no longer belong to the most experienced or capable agent,” he wrote. “It may belong to the person who used the best prompt, template or software.”

As AI makes real estate marketing materials more polished and more alike, agents may stand out by showing that they can defend their pricing, identify the right audience and respond effectively when the original plan no longer works.

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