Turn AI from a writing tool into a business system

If you’ve been using AI to write listing descriptions, that’s a good start. But it’s only a start.

The next step is where AI gets more interesting. It can act as a business strategist, a prospecting assistant and a virtual front desk, among other things.

When it comes to AI, stop thinking small, Ifoma Pierre told real estate pros at the 2026 Florida Realtors® Convention & Trade Expo during his education session, “The Future Agent: Leveraging AI and Automation for Success.”

“AI can do a bunch of stuff, but if you don’t know anything about your business, you are not going to get any business,” Pierre said.

Pierre offered a practical framework for using AI to better understand a business, spot potential opportunities, handle routine follow-up and create content people are already searching for.

His playbook outlined five ways agents can put AI and automation to work:

1. Teach AI the business

Pierre’s first instruction was simple: “Stop typing and start talking.”

He encouraged agents to use an AI voice tool as an interviewer. Create a prompt to ask one question at a time about market focus, ideal customers, competitive edge, brand voice, lead sources, follow-up, obstacles and 12-month goals.

Pierre said the prompt should tell the AI to push for specific examples, point out weak answers and never invent information. That extended interview produces what he calls a “mother prompt,” giving the AI a detailed foundation for future work.

“Before AI can help your business, it has to understand your business,” Pierre said.

2. Look for seller signals

Predictive analytics can take some of the guesswork out of prospecting, Pierre said.

Predictive-analytics companies use core contacts in an agent’s database to determine who may be ready for a move or identify homeowners outside an existing database who may be worth contacting.

The score isn’t proof of someone’s plans, however.

“A score is not a seller,” Pierre said.

Instead, use it as a signal that a homeowner may be worth a closer look or a timely conversation.

3. Give before asking

Once technology points to a possible opportunity, Pierre said agents should offer something useful instead of immediately asking for the business.

He suggested following up with:

• Home equity letters and reports
• Market updates
• Vendor and home maintenance lists
• Local guides
• Letters about buyers looking for particular properties

Pierre suggested starting with 20 homeowners a week. Send each one a useful letter or report, then follow up with those who respond. The tools can help choose the audience and create the message. The agent still has to make the connection.

4. Put AI on the front desk

An AI voice or conversation agent can respond when a new lead arrives, ask preliminary questions, schedule an appointment and transfer the conversation to the agent when needed.

It can also handle confirmations, reminders, task creation and routine scheduling, keeping inquiries from sitting unanswered while an agent is busy elsewhere.

Pierre made a distinction between the tasks technology can handle and the work that should remain human.

“The AI will do the drafting, summaries, next steps. You will be the one to give advice, pricing, negotiations, and you’re the one to build trust,” he said.

5. Answer the questions people are asking

Instead of guessing what to post online, Pierre suggested agents should use AI and online searches to find the questions homeowners are already asking about selling, equity and timing.

AI can then turn one question into several pieces of content, including:

• A 45-second video
• An email
• A Google Business Profile post
• A social media caption
• A follow-up message
• A page for the agent’s website

The agent’s job is to add local knowledge, perspective and judgment before publishing it.

“Stop trying to find and focus on getting found,” Pierre said.

For Pierre, the risk isn’t that AI will replace real estate professionals. It’s that some agents won’t put it to work.

“AI is not gonna cost you the business, family,” he said. “Not moving is.”

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