Artificial Intelligence in Real Estate

Artificial Intelligence AI Real Estate Concept

Artificial Intelligence (AI) in Real Estate

metamorworks / iStock / Getty Images Plus

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

AI is Getting Physical in the New Construction Space (National Association of REALTORS®, Jan. 28, 2026)

“By now, most of us are familiar with common AI tools—such as generative AI like ChatGPT—that operate exclusively in digital environments. Physical AI is bringing AI-powered robotic systems that can autonomously understand, perceive, reason and interact with the physical world in real time. Intelligent algorithms power robotic machines and systems that use sensory input, spatial recognition and understanding, and decision-making capabilities to respond and adapt to real-world environments and the physical characteristics within them.”

AI Delivers Outsized ROI to Land Professionals (National Association of REALTORS®, Jan. 27, 2026)

“Specifically in the land sales sector, leaders are turning to AI for support on tasks such as survey, plat and environmental reports; easement and access route mapping; zoning, floodplain, wetland or infrastructure overlays; and reconciling conflicting parcel data from different sources. “Land experts don’t lose deals because they don’t know enough; they lose them because they can’t move fast enough,” he says. “Time gets eaten up by administrative work, while competitors use AI to respond faster and analyze more deals.””

AI in Action: What’s Possible With Artificial Intelligence in Real Estate (Texas Real Estate Research Center, July 21, 2025)

“Artificial intelligence is still in the early stages of acceptance in commercial real estate (CRE). However, it has already begun to enhance data analysis and improve real-time decision making. Early adoption of AI applications is increasing the productivity of many real estate professionals, including brokers, investors, property managers, and even tenants. For those still evaluating their options, an overview of practical AI applications and AI-driven products tailored to CRE may provide valuable insight.”

How AI is Reshaping Real Estate (Morgan Stanley, July 2, 2025)

“Artificial intelligence is transforming the real estate industry from sales to building management. Virtual assistants show properties to potential renters and buyers; some hotels are experimenting with humanoids at their front desks; AI tools help with property research and valuation; AI solutions staff buildings more efficiently, meeting customers only when and where they need assistance rather than maintaining staff on-site for fixed hours every day… “Our recent works suggests that operating efficiencies, primarily through labor cost savings, represent the greatest opportunity for real estate companies to capitalize on AI in the next three to five years,” says Ronald Kamdem, Head of U.S. REITs and Commercial Real Estate Research at Morgan Stanley.”

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, June 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.”

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

15 Indispensible AI Tools for Real Estate Agents (HousingWire, Jan. 5, 2026)

“Artificial intelligence (AI) tools equip real estate agents with unprecedented capabilities. While ChatGPT has become a go-to tool for many of us, there are tons of AI tools for real estate that offer a more efficient, data-driven approach to generating new client leads. From automated chatbots that qualify incoming leads and analytics to predict upcoming sellers to home staging done in a few clicks, AI saves time and provides endless solutions for real estate professionals. Since real estate tech changes by the hour these days, we did a deep dive into the most helpful AI tools for real estate agents on the market today. Here’s a list of our favorites (so far!), and we’ll keep updating this guide as helpful new AI tools get on our radar.”

5 Simple AI Marketing Tools for Real Estate Agents (Realtor.com®, Jan. 2, 2026)

“Artificial intelligence (AI) isn’t just for tech-savvy teams anymore. For today’s real estate agents, the right AI tools can turn hours of marketing work into minutes, helping you brainstorm ideas, design visuals, and write sharper copy faster than ever. In this article, we’ll highlight simple, affordable AI marketing tools for agents worth exploring, outlining what each does best, where they fall short, and how to choose the ones that truly support your brand.”

How AI is Giving REALTORS® the Edge in a Competitive Market (REALTORS Property Resource® (RPR®), May 9, 2025)

“Artificial Intelligence (AI) isn’t just the future—it’s transforming real estate today. From time-saving automations to instant content creation and seamless client communications, AI tools are becoming indispensable in every REALTOR®‘s toolkit.”

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.”

Augmented/Virtual Reality

Augmented Reality Offers a Competative Edge in Real Estate (National Association of REALTORS®, May 21, 2024)

“Real estate professionals use AR in exciting ways that bring imagination to life and offer buyers immersive views of properties. For example, potential buyers can use mobile device apps to scan property listings and explore 3D models of homes and interiors. These offer visualization and much more understanding than traditional floor plans and 2D images… The benefits of using AR technology in real estate are clear. Not only can real estate professionals gain competitive advantages by offering local and remote buyers convenient, interactive property viewing experiences—they can also realize business value and cost savings. Research indicates that agents and brokers who use AR to market properties see increased conversion rates of up to 40% and reduce staging costs by up to 97%.”

Augmented Reality in Real Estate: Simplifying Home Searches (Houston Association of REALTORS®)

“In today’s world, technology is continuously reshaping how we experience every day, and real estateis no exception. Augmented reality (AR) is one of the latest innovations making waves in the industry. For potential buyers, home searches have traditionally involved numerous in-person visits and extensive research. However, the process has become more streamlined and efficient with augmented reality. Buyers can explore properties virtually through augmented galleries, allowing for a simplified, immersive home-buying experience. This blog discusses ways augmented reality transforms the home search process, exploring everything from virtual property showcases to interactive customization.”

How AI and VR are Helping to Buy and Sell Homes (National Association of REALTORS®, July 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.”

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.”

AI for Property Management

The Pros and Cons of Artificial Intelligence in Property Management (Forbes, May 23, 2024)

“Every day, artificial intelligence (AI) is evolving and inventing incredible new tools and processes to improve businesses. Some of these tools will certainly define the future leaders in each space, while others will never be more than false promises and wasted spend. In property management, so much of our service is dependent on firm protocols and procedures, and we’re constantly looking for ways to increase efficiency without losing the human touch that is at the core of our client and tenant relationships.”

Artificial Intelligence and Its Impact on Property Management (Institute of Real Estate Management (IREM))

“We continue to hear that artificial intelligence (AI) is changing every aspect of our daily lives. While we are all aware of how it is utilized in making "suggestions" as to what TV shows we should watch and what products we should buy, it is not always fully understood as to what artificial intelligence brings to the table in property management. In this course, the Lead Researcher of MIT’s Real Estate Innovation Lab, James Scott, will go behind the hype and outline exactly where AI is making the biggest impact across the industry and what changes we can expect to see in the years ahead.”

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, June 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.”

Risks of AI

From Risky Business to AI Brillance: How to Make AI Your Real Estate Ally (National Association of REALTORS®, July 1, 2025)

“AI promises to revolutionize the real estate industry with remarkable efficiency and insights. However, like any transformative technology, it brings both opportunity and responsibility. As organizations embrace these advancements, establishing thoughtful governance and appropriate guardrails becomes essential at the organizational and individual agent levels to protect against financial risks, reputation damage, and potential legal complications.”

Window to the Law: Legal Tips to Use AI in Your Business (National Association of REALTORS®, July 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.”

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)

Beyond ChatGPT and 50 New AI Tools (eBook)

ChatGPT for Content Writers (eBook)

ChatGPT for Dummies (eBook)

Co-Intelligence: Living and Working with AI (Audiobook)

HBR Guide to AI Basics for Managers (Audiobook)

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

Mastering AI (Audiobook)

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)

The AI-Savvy Leader (Audiobook)

Understanding Chat-GPT (eBook)

Have an idea for a real estate topic? Send us your suggestions.

The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.