Technology has become essential to how REALTORS® communicate with clients, market properties, manage transactions, and stay competitive in the marketplace. As adoption continues to grow, REALTORS® report that technology is not only making their businesses more efficient but also enhancing the client experience in meaningful ways.

According to the 2026 Technology Report, a majority of REALTORS® report client appreciation for the role technology plays in the buying and selling process; 40% of REALTORS® said their clients responded very positively to the integration of technology, while an additional 37% said clients reacted positively and recognized its benefits, even if they had some reservations. Technology integration is helping REALTORS® meet clients where they are while providing faster, more convenient service.

Saving time, winning business

For REALTORS®, efficiency is a major driver of adopting new technology. Eighty-one percent of all REALTORS® said they adopt new technology primarily to save time, an increase from 66% in 2025. This motivation was even stronger among professionals with 11 to 15 years of experience, with 87% citing time savings as their primary reason for adoption. By automating routine administrative tasks and streamlining workflows, technology allows REALTORS® to focus more of their time on serving clients, building relationships, and growing their businesses.

While time saving is important across the profession, REALTORS® at different stages of their careers often adopt technology for different reasons. In a market that operates largely on client referrals and repeat clients, technology is a critical business-building tool for newer REALTORS®. Among members with two years of experience or less, 74% said they use new technology to help close more deals. Additionally, 82% reported adopting technology specifically to improve the client experience.

More experienced professionals are also finding value in technology-driven innovation. Overall, 71% of REALTORS® say improving the client experience is a key motivation for embracing new tools. Meanwhile, 74% of REALTORS® with three to 10 years of experience adopt new technology to stay ahead of the competition.

From experimentation to impact

Artificial intelligence (AI) is becoming an increasingly utilized tool nationally and in the real estate market; while experimentation remains common, daily use continues to grow. Thirty-one percent of REALTORS® report that they occasionally experiment with AI tools. At the same time, 23% now use AI daily, up from 20% in 2025. This increase highlights real estate professionals' growing comfort with incorporating AI into their everyday workflows.

As AI tools become more accessible and user-friendly, REALTORS® are finding practical applications that help them work more efficiently and effectively. Perceptions of AI's impact are becoming increasingly favorable. Thirty-nine percent of REALTORS® reported that AI has had a moderately positive impact on their real estate business, up from 33% in 2025. The growing share of REALTORS® reporting positive outcomes suggests that many professionals are moving beyond experimentation and beginning to realize tangible business benefits from AI adoption.

REALTORS® are using AI with a human touch. When asked, members said they primarily use AI to support content creation and client communications. The three most common applications include: writing listing descriptions (75%), social media posting (56%), and creating emails and follow-up messages (52%). These tasks, which can be quite tedious, can now be completed more efficiently with the assistance of AI. As a result, REALTORS® can spend less time drafting content and more time focusing on client relationships and transaction management.

Building digital confidence

Although enthusiasm for technology and AI is increasing, REALTORS® continue to face barriers to adoption. Respondents cite the learning curve of new technologies as the biggest challenge, with 63% identifying it as a concern. Additionally, 59% pointed to the cost of adopting new technology as a major obstacle. These findings highlight the importance of ongoing education, training, and affordable technology solutions that help REALTORS® confidently integrate new tools into their businesses.