Artificial Intelligence in Real Estate

Artificial Intelligence AI Real Estate Concept

Artificial Intelligence (AI) in Real Estate

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Artificial Intelligence (AI) is rapidly transforming real estate—empowering professionals with tools like generative AI, predictive analytics, and computer vision to enhance customer service, marketing, lead generation, and operational efficiency.

As consumers increasingly rely on REALTORS® as the “human in the loop” for AI-assisted tasks like home searches and price estimates, the need for trustworthy, transparent tools is growing. Yet risks remain—from data bias and privacy concerns to a lack of clear, consistent rules that give real estate professionals confidence in using AI responsibly.

The National Association of REALTORS® is leading the charge to ensure AI innovation serves both consumers and practitioners. Through federal advocacy—including formal comments to the White House and engagement with Congress—NAR is shaping policy that promotes innovation while safeguarding fair housing, consumer privacy, and copyright protections.

Our goal is to equip REALTORS® with the tools, guidance, and legal clarity they need to use AI confidently and ethically—ensuring technology enhances, not replaces, the trusted human expertise at the heart of every transaction.

Featured

Advantages & Applications of AI for Real Estate Professionals

Predictive Analytics

One of the key applications is predictive analytics, which leverages historical data and algorithms to forecast trends and make accurate predictions. Real estate professionals can use AI-powered tools to analyze market conditions, evaluate property values, and identify investment opportunities with greater precision. By harnessing the power of predictive analytics, businesses can make more informed decisions, mitigate risks, and optimize their strategies to stay ahead in a competitive market.

NAR Research

REALTOR® Technology Survey

report

September 18, 2025

The top tech tools that have produced the highest number of quality leads in the last 12 months were social media, CRM, and local MLS.

Advocacy

What is the fundamental issue?

Congress must support the responsible development and use of artificial intelligence (AI) with clear national standards that ensure transparency, fairness, data privacy, and copyright protections.

I am a real estate professional. What does this mean for my business?

AI is reshaping real estate—enhancing customer service, marketing, and productivity through tools like generative AI, predictive analytics, virtual tours, customer management, chatbots, and fraud detection. But risks remain, including inconsistent state laws, fair housing data bias, privacy concerns, and unclear rules around disclosure and accountability. Real estate professionals must navigate these opportunities and challenges to use AI effectively and ethically.

NAR Policy:

NAR supports responsible AI use in real estate, with standards that protect consumers, ensure fairness, safeguard data and copyrights, and promote transparency, innovation, and accountability.

Legislative/Regulatory Status/Outlook

Congress is considering bipartisan AI legislation focused on innovation, national security, and consumer protection. Key bills include:

S. 2750 – SANDBOX Act: Allows AI developers to request regulatory "sandbox" waivers to test new technologies.
H.R.2385 – CREATE AI Act: Establishes a national AI research resource.
S.1367 / H.R.2794 – NO FAKES Act: Prohibits unauthorized AI use of a person’s likeness.
S. 2367 – AI Accountability and Personal Data Protection Act: Creates a right to sue for unauthorized use of copyrighted works or personal data.
S. 2455 – Transparency and Responsibility for Artificial Intelligence Networks (TRAIN) Act: Increases transparency in the use of copyrighted works to train AI models via a subpoena process for copyright owners.
S. 2937 — AI LEAD Act: Extends product liability standards to AI developers and systems.

The Trump Administration has issued a 2025 AI Action Plan and several executive orders focus on removing regulatory barriers, accelerating AI infrastructure, and promoting U.S. leadership in global AI markets—particularly in strategic competition with China. Agencies have also been directed to consider state AI laws when awarding federal funds, aiming to establish a uniform national framework.

On September 26, 2025, the White House Office of Science and Technology Policy (OSTP) issued a request for information on barriers to AI adoption and innovation in the U.S. NAR submitted broad comments supporting a balanced approach to AI development—one that protects consumer data privacy, promotes fair housing, and preserves copyright protections, including for listings, photos, and other creative content essential to our members’ livelihoods.

NAR is actively engaged to ensure real estate professionals can use AI to serve consumers and grow their businesses—safely, ethically, and effectively.

References

NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.

Basics of AI in Real Estate

Savvy Real Estate Agents Look Beyond ChatGPT (HousingWire, Aug. 3, 2023)

“Real estate agents who are not paying attention to AI are putting their livelihoods at risk. Powerful AI tools are already transforming residential real estate and forward-thinking agents are paying attention. The good news is that the early adopters will thrive. In this article, I will explain the history of AI, the projected financial impact on real estate and the cutting-edge tools available today for savvy agents.”

Artificial Intelligence: Real Estate Revolution or Evolution? (JLL, Jun. 22, 2023)

“AI has enormous potential to reshape real estate, with near and long-term impacts ranging from the emergence of new markets and asset types to innovations in investment and revenue models.
A rapidly expanding AI ecosystem and its supporting infrastructure will drive demand for real estate in different markets across the globe.
PropTech adoption has laid a solid foundation for AI integration in real estate. Organizations will need to consider how they can harness AI strategically and ethically, piloting applications before scaling to deliver value.”

Real Estate Agents Say They Can’t Imagine Working Without ChatGPT Now (CNN Business, Jan. 28, 2023)

“In less than two months, ChatGPT has sparked discussions around its potential to disrupt various industries, from publishing to law. But it’s already having a tangible impact on how a number of real estate agents around the country do their jobs – where much of the written work can be formulaic and time consuming – to the extent that some can no longer imagine working without it.”

What Is AI and Why Do We Need to Know About it? (Center for REALTOR® Development, 2023)

“Artificial Intelligence (AI) has rapidly emerged as a transformative technology that has the potential to change the world as we know it. From self-driving cars and virtual assistants to medical diagnosis and financial prediction, AI is increasingly becoming an integral part of our lives. However, despite its widespread use, there is still a lot of confusion about what AI is and how it works. This microcourse aims to provide an introduction to AI and its importance in today's world.”

AI/Chat GPT Quick Start Guide: 5 Things to Do with AI That Can Help Your Real Estate Business Right Away (Center for REALTOR® Development, 2023)

“Are you interested in using artificial intelligence (AI) to enhance your real estate business, but not sure where to start? The technology may be complex, but harnessing its capabilities is simpler than it seems once you have a basic understanding of what it is, how it works, and how to access it. This is a recording of a mini live virtual course, that discusses the fundamentals of AI and receive a quick start guide on how to implement this transformative technology into your business.”

Marketing and Lead Generation

The Role of Artificial Intelligence in Lead Generation (Markettailor, May 2, 2023)

Using AI for lead generation means greater efficiency, stronger targeting, and a higher return on investment. AI can help with lead scoring, personalized marketing, interacting with potential clients, and predictive analytics.

I'm a Real-Estate Broker Who Uses ChatGPT to Write My Listings. It Saves Me Hours of Time, But It's Not Perfect. (Business Insider, April 11, 2023)

“Since ChatGPT is still so new, I've used it for fewer than 10 listings. But since I've discovered the power and ease of it, it's become my go-to resource. I've found that it puts a fresh take on descriptions and dramatically streamlines the process of writing them, allowing us more time to focus on other aspects of our business.”

Writing Real Estate Blogs with AI: A Step-by-Step Guide (Darryl Davis, Feb. 12, 2023)

This quick start guide covers how to use AI for brainstorming blog content, identifying your target audience, writing the content, and proofreading the final product.

How Real Estate Agents Put Artificial Intelligence to Work (firsttuesday Journal, Jan. 23, 2023)

“Specifically, real estate agents use ChatGPT to craft compelling listing descriptions and content to automate their marketing efforts, such as social media posts, blogs and emails. This tool streamlines agents’ more tedious copywriting and content creation tasks.”

Augmented/Virtual Reality

How AI and VR are Helping to Buy and Sell Homes (National Association of REALTORS®, Jul. 28, 2023)

“Artificial intelligence (AI) and virtual reality (VR) technologies have revolutionized the residential real estate market, bringing significant benefits to REALTORS®. These advanced technologies have transformed how properties are marketed, virtual tours are conducted, and the overall homebuying and selling process is streamlined.”

Where Do Virtual Reality & Real Estate Intersect? (The CE Shop, May 4, 2023)

Overview of different virtual reality technologies with examples of how real estate agents can use these technologies in their business.

How Augmented Reality Will Change Real Estate (The Proptech Scout, March 8, 2023)

“So here’s my big technology prediction for 2023: Augmented Reality (AR) will drive one of the largest technological leaps forward in real estate. Actually, I think AR will drive a huge technological leap forward in general, and real estate will, for once, come along for the ride.”

Augmented Reality and Generative AI Could Transform Future of Real Estate Marketing (National Association of REALTORS®, Nov. 12, 2022)

“Augmented reality and image generation through generative artificial intelligence are two emerging technologies that could play a key role in the future of real estate, according to experts at 2022 NAR NXT, The REALTOR® Experience, in Orlando, Florida. Sessions at NAR's annual conference covered the role these technologies may soon play and the possible legal and ethical ramifications REALTORS® should keep in mind when using them.”

Augmented and Virtual Reality: Transforming Commercial Real Estate (BOMA International, Feb. 16, 2022)

“Virtual reality (VR) offers real-life, interactive experiences to anyone who has the right equipment. Augmented reality (AR) places computer-generated objects into existing real-world environments. Because of their benefits, both technologies are set to transform commercial real estate by helping sell prospective tenants, support occupants and reduce building system downtime.”

AI for Property Management

How AI Fits into Property Management’s Future (Multi-Housing News, Aug. 16, 2023)

“Advancements in artificial intelligence promise to bring efficiencies to every property management task, from screening and operations to security and communications. But the technology’s greatest benefit is its ability to wrest control of repetitive tasks, freeing managers to focus greater attention on building a sense of community among residents.”

How AI is Revolutionizing Property Management: Opportunities and Challenges (Property Management Insider, Jun. 13, 2023)

This article considers some opportunities of AI for property management, such as automating routine tasks, enhancing the tenant experience, and optimizing operations. It also looks at potential challenges, like data privacy concerns, cost, and the lack of human interaction.

Artificial Intelligence: What is it? And How Does It Apply to Property Management? (National Apartment Association, April 2, 2023)

“Thanks to artificial intelligence, property management is in the early stages of a technological revolution. As machine learning evolves into deep learning, turning the informed decision-making of AI into intelligent decision-making, team members will be free to focus more energy on delighting residents and owners, and less time on what is often perceived as tedious.”

7 Ways to Use ChatGPT in Property Management (Lethub, Jan. 30, 2023)

Detailed examples of ChatGPT use cases demonstrate how the application can assist with listing ads, email communications, rent calculations, summarizing documents, and more.

Risks of AI

Window to the Law: Legal Tips to Use AI in Your Business (National Association of REALTORS®, Jul. 14, 2023)

“Understanding the risks of using AI is critical to avoid ethical issues and potential legal liability. Learn best practices for incorporating generative AI into your business, including creating marketing content and listing descriptions.”

Artificial Intelligence: Opportunities and Threats for Real Estate Brokers (CRES, March 25, 2023)

Be aware of the potential risks in using AI for your business. Inaccurate information, potential copyright issues, and search engine optimization impacts are all dangers to look out for.

Prevent Deepfakes from Hijacking Your Transactions (REALTOR® Magazine, March 22, 2023)

Deepfake technology can put your business at risk through fraudulent listings, impersonating agents or clients, and making wire fraud more difficult to detect. Stay informed, verify identities, and adopt strict security measures to protect yourself and your clients.

You Can Stop AI From Spreading False Real Estate Info (REALTOR® Magazine, March 7, 2023)

“While the benefits of AI are vast, real estate professionals must remain vigilant and take proactive steps to mitigate potential risks, such as fraud and scams, cyberattacks and data breaches. By addressing the potential dangers of AI, adopting ethical standards and safeguarding consumer data and privacy, the real estate industry can continue leveraging technology's benefits while protecting the interests of all parties involved in real estate transactions”

Using AI to Enhance Listing Photos Can Be Legally Risky (REALTOR® Magazine, Nov. 15, 2022)

“Using these tactics, though, requires you to look back at the REALTOR® Code of Ethics for guidance, said Matthew Troiani, NAR’s director of legal affairs. He pointed out that Article 2 prohibits REALTORS® from exaggerating, concealing or misrepresenting pertinent facts about a property or transaction. Still, there are ways to ethically use generative AI in real estate, Troiani said. A buyer’s agent, for example, could show their clients what a home could look like with alternative features if they’re willing to do some improvement.”

Books, eBooks & Other Resources

eBooks & Other Resources

The following eBooks and audiobooks are available to NAR members:

The AI Factor: How to Apply Artificial Intelligence and Use Big Data to Grow Your Business Exponentially (eBook)

All-in On AI (Audiobook)

Artificial Intelligence and Machine Learning for Business: How to Apply AI to Enhance Your Company's Performance (eBook)

Artificial Intelligence for Beginners (eBook)

Artificial Intelligence in Real Estate Investing (eBook)

ChatGPT for Content Writers (eBook)

ChatGPT for Dummies (eBook)

HBR Guide to AI Basics for Managers (Audiobook)

Marketing with Artificial Intelligence (AI): A Comprehensive Introduction (eBook)

Mastering ChatbotGPT: A Comprehensive Guide to Unlocking the Power of AI Conversations for Your Business (eBook)

The Secrets of Chat-GPT and AI: A Step-by-Step Guide to Generating High-Demand Content and Making Money Online (eBook)

Supercharge Your Income with Chat GPT (eBook)

Understanding Chat-GPT (eBook)

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