Artificial intelligence (AI) is widely used in the real estate sector, both for positive and negative purposes, playing a significant role in marketing and selling properties.
According to Nobu Hata, the director of association and industry affairs at Zillow, AI has been a focal point for the National Association of Realtors for several years, alongside technologies like virtual reality (VR). Hata expressed enthusiasm for the future prospects of AI, anticipating its continued growth and impact on the industry.
Real estate brokers leverage AI for various marketing purposes. AI, a technology designed to execute tasks that traditionally require human expertise, is utilized in the real estate domain to analyze extensive datasets, including property listings, home valuations, sales data, and demographic information. Additionally, VR enables potential buyers to explore properties worldwide through immersive 3D virtual tours.
Digital tour software facilitates the scanning of buildings and homes, generating 3D tours, high-quality images, and floor plans swiftly. Furthermore, ChatGPT, an AI program developed by OpenAI, is capable of simulating human conversations and performing diverse tasks such as writing business pitches, music, poetry, and more. In real estate, ChatGPT can assist in reviewing legal documents, property descriptions, and marketing campaigns.
Despite its benefits, the widespread adoption of AI in real estate raises concerns. Hata highlighted the potential drawbacks, including the decentralization of decision-making and skepticism towards Realtors. President Joe Biden’s recent initiatives emphasize the responsible and ethical use of AI to ensure safety, security, and consumer rights.
To navigate the challenges posed by AI, Hata emphasized the importance of Realtors enhancing their skills and maintaining a strong online presence. By focusing on local expertise, accurate listings, real-time interactions, and transparent communication, Realtors can differentiate themselves in the digital landscape.
Marki Lemons Ryhal underscored the ethical responsibilities of Realtors in verifying AI-generated content and ensuring its accuracy. Ryhal emphasized the need for vigilance in using AI-generated materials and obtaining proper consent for their utilization.
In the real estate industry, the Silicon Valley Association of Realtors (SILVAR) represents the interests of 5,000 realtors and affiliate members, advocating for housing issues and upholding ethical standards. Realtors affiliated with the National Association of Realtors adhere to a strict Code of Ethics, distinguishing themselves as professionals committed to ethical conduct.
The integration of AI in real estate presents both opportunities and challenges, requiring industry professionals to adapt, innovate, and uphold ethical standards in the evolving digital landscape.
