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AI can help real estate professionals draft routine content, organize information and prepare client communications—but it does not replace verified property facts, current market data or professional judgment. The seven workflows below are practical ways to evaluate AI and related tools, not a ranking of products. NAR’s 2026 survey found that agents who use AI most often apply it to listing descriptions, social posts and email or follow-up drafting; the results describe reported use, not proven productivity gains or sales outcomes.
What AI can—and cannot—do for a real estate business
In its September 22, 2026 report release, the National Association of REALTORS® (NAR) said 81% of surveyed respondents named saving time as a primary goal in adopting technology, while 71% cited improving the client experience. On AI use, 23% of agents surveyed said they used it daily and 25% weekly; 12% said they did not use AI and did not plan to. These figures describe the survey respondents, not every agent or brokerage.
Among agents who use AI, NAR reported these common applications:
- 75% use AI for listing descriptions.
- 56% use it for social media posts.
- 52% use it to draft email and follow-up messages.
- 30% use it for market summaries.
- 27% use it for document review or summarizing.
Those are reported use cases among AI users—not evidence that a particular tool saves a set amount of time, improves accuracy or increases sales. NAR Deputy Chief Economist Jessica Lautz described agents’ technology priorities in the release: “Real estate agents are making practical choices about technology, and the two payoffs they want most are time and a smoother experience for their clients.” She also noted the value of having more time for guidance and negotiation; that is a statement of priorities, not a guarantee that AI delivers those outcomes. Read the NAR 2026 REALTOR® Technology Report release and its report summary for the survey context.
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Use the following seven workflows to assess where a tool might fit. The best choice depends on the task, source information, integrations and review controls—not whether a vendor labels a product “AI-powered.”
1. Draft listing descriptions from verified facts
A generative AI writing tool can turn supplied property details into a first draft. Give it only accurate, approved information, such as recorded features and measurements, and check every factual claim against the listing records before publishing. Do not let an invented amenity, measurement or property characteristic slip into marketing copy.
This is the most commonly reported AI use among AI-using agents in NAR’s 2026 survey. The survey does not establish that any specific writing tool produces better listing copy or improves results.
2. Adapt content for social media
AI can rework verified listing or market information into a draft caption or post suited to different channels. Review the facts and tone, confirm you have the rights to any images you use, and check the destination platform’s requirements before posting. A polished caption still needs a human review.
NAR’s 2026 survey found that 56% of agents who use AI reported using it for social media posts. For listing visuals, NAR separately reported that 48% of agents used drone photography or video. A camera drone can be relevant supporting equipment for aerial imagery, but it is not itself an AI tool, no particular model is assessed here, and not every listing needs aerial footage.
3. Prepare email and follow-up drafts
An AI assistant can draft a message from your instructions and the relevant client context. Before sending, verify the recipient’s name, dates, commitments and any sensitive details. The agent remains responsible for what the message says and whether it is appropriate to send.
In NAR’s 2026 survey, 52% of AI-using agents reported using AI to draft email and follow-up communications. That figure records reported use, not the quality or effectiveness of the messages.
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4. Turn supplied market data into a readable summary
A writing assistant can help organize market figures into a concise client-facing explanation. First establish the source of the figures, the geography and time period they cover, and which properties or metrics are being compared. Check the generated summary against the underlying data. Generated prose is not a substitute for current local data or a comparative market analysis (CMA).
NAR reported that 30% of AI-using agents used AI for market summaries. That survey finding does not validate generated analysis or a specific tool’s data.
5. Use document summaries as navigation aids
AI may make a long document easier to scan by producing a summary or surfacing passages to review. Use the summary to navigate—not as a replacement for the source document. Check relevant terms directly in the original before relying on them, because the available evidence does not establish that a particular model catches every material detail.
In NAR’s 2026 survey, 27% of AI-using agents reported using AI for document review or summarizing. The survey does not measure how accurately those tools identify significant terms.
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6. Draft client education materials
AI can help produce a first draft of an FAQ or explainer from reliable source material. Check the substance, tone and local relevance before sharing it. Where a question depends on a particular transaction, market or professional judgment, make that distinction clear rather than presenting a general draft as individualized advice.
NAR’s general AI resource discusses predictive analytics and generative AI as real estate applications and frames its materials around ethical use and legal clarity. It is broad guidance, not detailed legal advice for a specific workflow.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.7. Organize pricing inputs and comparable sales
AI can help arrange pricing inputs or suggest questions to investigate, but a generated estimate is not a guaranteed valuation. Base pricing work on current, relevant local data and professional judgment. When communicating an estimate, explain the evidence and uncertainty rather than presenting a model output as definitive.
NAR lists CMA and pricing tools among technologies agents report using, but the survey material does not establish that AI-generated estimates are accurate or suitable for a particular property.
How to compare AI tools for your workflow
Before choosing a product, test whether it handles a recurring task with sources and review steps your business can trust. Compare candidates using criteria such as these; they are practical evaluation questions, not results from a product test.
| What to compare | Questions to ask |
|---|---|
| Workflow fit | Does it address the specific task you need, or is the feature mostly a general-purpose AI label? |
| Data sources | Can you identify what information the output relies on, and can you supply or verify the right source data? |
| Brokerage integrations | Does it work with the CRM, transaction-management or other systems your business already uses? |
| Review controls | Can an agent inspect and correct output before it reaches a client or public listing? |
| Privacy and access | Do the product’s access settings and privacy terms fit the information you plan to enter? Check current terms rather than assuming. |
| Editability and client use | Can you revise the output, and is it appropriate for the intended audience after review? |
| Ease of use and total cost | Will the people doing the work be able to use it, and what is the full current cost for your needs? |
Vendor features and prices change, so verify them with the vendor before deciding. NAR’s 2026 report also describes agent use of MLS, e-signature, showing-scheduling, CRM, transaction-management, social-media and virtual-tour technologies. These adjacent systems may matter to a workflow even when they are not AI products. Zillow offers one vendor-described consumer example: its March 25, 2026 post says Zillow AI Mode lets buyers and renters ask natural-language questions and coordinates capabilities including property search, financing and valuation. That is Zillow’s description, not independent evidence of performance: Zillow’s announcement of AI Mode.
Make the human review part of the workflow
For any task, decide who checks the output and what they must verify before it is used. Property facts, market figures, important document details and client-facing communications all need review against their sources. NAR’s survey describes how agents report using technology; it is not a controlled assessment of accuracy, productivity, legal compliance or return on investment. NAR’s general AI materials support broad context, but the sources cited here do not settle the legal treatment of any particular workflow.
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