Brokerages expand AI plans beyond marketing

Real estate brokers want AI to do more than write listing descriptions. They want to use it to recruit agents, handle administrative work and manage daily tasks.

A survey by Delta Media Group, a real estate technology company, found 97% of brokerage leaders said their agents use AI. More than half plan to adopt or expand its use for customer relationship management systems and workflow automation. Similar shares are looking at back-office tasks and agent recruiting, training and performance coaching.

“We’re watching AI move from the edges of the brokerage toward the center,” said Michael Minard, CEO and owner of Delta Media Group. “Marketing and content were natural places to start because the benefits were easy to see.”

The findings mark a change from Delta Media's 2024 survey that found brokerage leaders’ plans for AI focused largely on digital marketing and social media. At that time, 23% expected to use AI for front-office or administrative support. In 2026, 53% plan to adopt or expand its use for administrative and back-office automation.

Among the uses leaders identified for adoption or expansion this year:

• Customer management and workflows: 55%.
• Administrative and back-office automation: 53%.
• Agent recruiting, training and performance coaching: 52%.
• Business intelligence, forecasting and predictive analytics: 49%.
• Document summaries and contract review: 48%.
• Market analysis and property valuations: 46%.

Half also plan to adopt or expand agentic AI, tools designed to carry out tasks on a user’s behalf. This was the first year Delta Media asked specifically about those tools.

Leaders rated AI’s current importance to their businesses at 7.12 out of 10, up from 5.45 in 2024. They expect that rating to reach 8.25 over the next 12 to 18 months.

“The opportunity now is figuring out where AI really delivers value, how all these capabilities work together and how you deploy them in a way that makes a brokerage better,” Minard said.

Delta Media said the survey included responses from more than 100 brokerage leaders.

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