The Residential Specialist, Issue 3 2025

B uilding Tomorrow

of

and Automation Is

+ Ethical AI practices 22 + AI business strategy tools 26 + Budget-friendly AI 30 + AI boosts client engagement and closes more deals 34

EDITOR

Cheré LaRose

clarose@crs.com

800.462.8841

ASSISTANT EDITOR

Amelia Garza apgarza@crs.com

CONTRIBUTING WRITERS

Keith Winkler

Michelle Huffman

Rachel Arterberry

Annika Tourlas

Myrna Traylor

BOARD OF DIRECTORS

President

Vivian Macias, CRS

President-Elect

Teresa Pitt, CRS

First Vice President

Debra Beagle, CRS

Immediate

Past President

Tricia Nekota, CRS

Members

Laurence Birch

Julie Erickson, CRS Ellis Gardner, CRS

Mark Gordon, CRS

Alison Wisnom, CRS

Chief Executive Officer

Jeff Hornberger

Staff Liaison

Patricia Stodolny

PUBLICATION

MANAGEMENT

Advertising Inquiries

312.321.4410

bd@crs.com

The Residential Specialist is published for Certified Residential Specialists, general members and subscribers by the Residential Real Estate Council.

The magazine’s mission is: To be a superior educational resource for CRS Designees and members, providing the information and tools they need to be exceptionally successful in buying and selling residential real estate.

The Residential Specialist is published quarterly by the Residential Real Estate Council, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092. Periodicals postage paid at Chicago, IL, and additional mailing offices.

Change of address? Email requests to crshelp@crs.com, call Customer Service at 800.462.8841 or mail to RRC at the above address.

The Residential Specialist (USPS0021-699, ISSN 1539-7572) is distributed to members of the Council as part of their membership dues. Nonmembers may purchase subscriptions for $29.95 per year in the U.S., $44.95 in Canada and $89.95 in other international countries. All articles and paid advertising represent the opinions of the authors and advertisers, not the Council.

POSTMASTER: Please send address changes to:

The Residential Specialist, c/o Residential Real Estate Council, 430 North Michigan Ave., 4 th Floor, Chicago, IL 60611-4092.

Publishing Manager

Jonathan Rienstra

Art Director

Elissa Chamberlain

COPYRIGHT 2025 by the Residential Real Estate Council. All rights reserved. Printed in U.S.A.

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 Top photo

Spain: Vlora Sejdi, 2025 President of Hudson Gateway Association of Realtors; Mark Donnelly, CRS, 2025 President of Long Island Board of Realtors; Pedro Megre, CEO, Unión de Créditos Inmobiliarios (UCI); Vivian Macias, CRS, 2025 RRC President

Bottom photo

Peru: Julissa Ludeña, CRS, and Vivian Macias, CRS

At the Table, Around the World

This spring, I had the extraordinary honor of representing the Residential Real Estate Council at two of the most important gatherings in the Spanish-speaking real estate world: InmoPerú Mujeres in Lima, Peru, and Inmociónate in Málaga, Spain. At both events, I presented on a theme close to my heart: “Your Value at the Kitchen Table.”

Delivered in both English and Spanish—what many affectionately called “Spanglish”—the message resonated deeply because it focused on something universal: the importance of trust, relationships and service at the most personal level. No matter where we live, great real estate professionals share more than knowledge. We are advocates, problem solvers and community builders.

In Lima, I had the joy of pinning 14 new CRS Designees—exceptional professionals who are now part of our global referral network. Their pride and professionalism were inspiring. The CRS Designation is more than a credential—it’s a reflection of commitment, skill and trust.

At Inmociónate, our most significant international gathering of the year, I joined an international delegation of CRS Designees from the U.S., Mexico, Colombia, Argentina, Portugal, Italy and more. We pinned over 25 new Designees in Spain—a powerful reminder of how our network continues to grow across borders. These professionals are eager to connect, collaborate and bring new energy to our global community.

One highlight of Inmociónate was honoring the Igloo Exes Centre, a Spanish agency that exemplifies community-driven leadership. They generously shared their marketing strategies with attendees. They demonstrated how real estate can be a force for connection, hosting events such as cookie-decorating for kids and financial literacy workshops for families. In recognition of their commitment to service, I presented them with complimentary registration to our 2025 Sell-a-bration® Their story reminds us that impact comes in many forms, and leadership begins at the local level.

These experiences align with the Council’s mission: to empower residential real estate professionals through education, connection and elevated standards. The CRS Designation remains central to that mission. It reflects not just expertise, but the integrity and client-first values that define our profession.

Wherever you practice real estate—at home or abroad—thank you for setting the gold standard. I am proud to be at the table with you.

Leadership in Uncertain Times A

Finding the Hero Within

Award-winning filmmaker and keynote speaker Brett Culp knows a thing or two about transformation. From capturing heartfelt stories on film to inspiring audiences around the world, Culp is no stranger to the power of storytelling—and its ability to ignite change. As the keynote speaker for Sell-a-bration® 2025 in Nashville, Tennessee, Culp led the closing session titled “Superhero Leadership in Uncertain Times.” His message was simple but profound: leadership is not about titles—it’s about mindset.

We sat down with Culp to explore his views on leadership, overcoming fear and why every real estate professional has the capacity to be a superhero.

Culp: I spent a decade of my life as a documentary filmmaker, traveling all over the world capturing amazing inspirational stories. I started doing screenings and people found those stories very inspirational, very uplifting. They started to invite me to come to their corporate conferences, not-for-profit events and community events to not just

share my films, but to share my heart. That started me on my passion and desire to get better as a speaker, to learn how to speak and do it professionally. I’ve been doing that now for about seven years and I love it.

RRC: Your keynote emphasizes that leadership is a mindset, not a title. Can you share a story from your filmmaking that brought this to life?

Culp: You know, it’s interesting, my films themselves are full of stories of everyday people who have made an extraordinary impact. That process of interviewing each one of these individuals […] seeing their capacity to be a real-life superhero shaped my perspective on leadership.

In the past, I thought that leadership was about titles and positions—it was about something you worked up to in life. Now I started to realize that leadership is not a position or a title; it’s not about what it says in your email signature or business card. Leadership is the decision you make moment to moment, every day, about how you’re going to respond to the world.

Does this world exist to serve you, or do you exist to serve the world? Are you here to spread light, or are you here to be self-absorbed to get what you want? Are you here to love everyone, or are you here to be afraid that there’s not enough for you, so you fight back and create drama? That’s a choice that we all make.

RRC: Real estate professionals have faced serious challenges in recent years. What advice would you give to those struggling to see opportunity in uncertainty?

Culp: When you’re going through a time of uncertainty—when there’s a lot of chance, when there are a lot of unknowns—you have a choice in how to react.

You can either react with fear: see the mess, see the chaos, feel that maybe you’re not enough. Maybe you don’t have what it takes. Maybe the world is your enemy, and you have to battle with it all the time.

But I’ve found the more empowered mindset is to look at every single one of those challenges as an opportunity—a possibility to say, “Okay. This is unknown. This is changing. But I’m not the only one facing this. Some are just better at faking it than I am.”

There’s a choice we can make in terms of mindset and perspective—to say, you know what? When there are unknowns, when there are changes, respond with: “Good!”

I’m not going to lie on the ground and cry. I’m going to stand up. I’m going to learn. I’m going to educate myself. I’m going to come to events like [Sell-a-bration®] and take a step ahead. While others are running around in fear, I’m going to sit in confidence and power—because I know I have the might, the strength and the resourcefulness to make something beautiful happen, even here.

Leadership is the decision you make moment to moment, every day, about how you’re going to respond to the world.”

– Brett Culp

 Brett Culp gives the keynote address at RRC’s 2025 S ell-a-bration® in Nashville, Tennessee

Leadership in Uncertain Times

RRC: In your experience, what are the most common traits of individuals who successfully step into leadership, even when they don’t see themselves as natural leaders?

Culp: Anyone who is successful in leadership—at their core—has a deep sense of grounding. They have a presence within themselves. They are not grasping and waiting for others to solve their problems […]. That is follower mentality.

They are the kind of people who can meditate in silence for an hour and remain undisturbed. They can walk into a room without knowing a single person and still feel confident that, by the end, they’ll have five or six new friends.

Not because they’re the most charismatic. Not because they have all the answers. Not because they’ve figured everything out. But because they trust themselves.

RRC: Your films center on resilience and optimism. What have you learned from the people you’ve documented? Culp: If there’s a common theme in every single one of my movies—every story I’ve ever told, and every story I’ll tell today—it’s redemption. It’s light in the darkness.

We all wish that the positive things in life—the good things, the success we want deep down in our hearts for ourselves, for our families, for our loved ones—we all wish that journey would come only with love and light, and nothing else.

But what I’ve found—and what my cinematic journeys have shown me time and time again—is that it’s by going through the darkness, the difficulties, the tragedy and sometimes even the trauma, that we discover the depth of ourselves. The best of ourselves. The truth of our being. We find strength and resilience we didn’t know we had.

For me, what’s been so powerful is looking at my own life, embracing my own pain and trauma and choosing my faith to say: As painful as this is, as difficult as this is, as much as I would never have chosen this—I still believe that light is on the other side of this darkness, and I must enter it.

I must enter the shadows. I must come to grips with and face all that I do not want to face—all that is difficult, all that is hard, all that is painful. But if I do that—if I don’t run in fear—if I face reality, face the truth of myself and the world, then on the other side, I find a deep power within my very being. Within the being of those around me.

That power allows me to live with a kind of love, passion and generosity that helps me see, feel and experience light everywhere.

Discover more of Brett Culp’s insights on leadership at brettculp.com

They believe in their own capacity— their resourcefulness—to figure it out. Even if they don’t have all the answers right now, even if they lack the experience to sort it all out, they believe that with every step they take, another answer will come. And then another. Everything they need for the journey will appear along the way—if they choose to trust themselves.

But it requires us, sometimes, to stand in the darkness with one little candle, all alone, and say:

“I believe.

I believe in me.

I believe in the people around me.

I believe in the world.

Even though I feel like I’m surrounded by darkness, I will stand here and hold this light—and I will not be moved.”

PERSONAL PERSPECTIVE

Camryn Mireault, CRS The Ashton Real Estate Group, Nashville, Tennessee PAGE 10

SMART LIVING 7 AI Tools Every Real Estate Agent Should Try PAGE 18 AI TRENDS TO WATCH Future-Proofing Your Real Estate Practice PAGE 11

Camryn Mireault, CRS

The Ashton Real Estate Group, Nashville, Tennessee

How did you get involved with real estate?

My job is not just selling them a home; it’s creating a space for them to get to know Nashville.”

Hear more of what Camryn has to say about real estate, CRS and Nashville on YouTube.

My dad has been in real estate off and on his whole life. Even when he was working in the tech industry, he always had an investment property or was flipping something. During my college days, I would help my dad flip houses over summer break, and I still help out with the family business in Dallas a little bit. But where I really took the leap was when I met one of my college best friends. Her mom is Debra Beagle, the 2025 RRC First Vice President and CEO/Managing Broker/Owner of The Ashton Real Estate Group of RE/ MAX Advantage in Nashville, Tennessee, which is the #1 RE/MAX Team globally. Debra said, “You would be so great in real estate. You should move to Nashville.” Because of my background working in real estate with my parents and my legal studies degree, I felt like I checked all the boxes. So, I

took a leap of faith, moved to Nashville, and I’ve been in real estate ever since. That’s been almost six or seven years.

How did you learn about the CRS designation?

At our brokerage, Debra has been a big advocate for getting the CRS. She’s also super big on education. She pushed me to get my CRS, and I think it’s been wonderful. It’s a good referral network, and there are great opportunities for learning as well.

What is the market like in Nashville these days?

I feel like I haven’t been able to take a breath since I moved here! It’s a pop-in city. We have no state income tax, and our schools are wonderful. I feel like a lot of people from all over the country have moved here because it’s a great place to raise a family. We have a lot of amazing corporations here: Oracle is moving a headquarters here. Bridgestone is here. Alliance

Bernstein has moved here. I feel like people move to Nashville for opportunities—the more opportunities, the more growth and, ultimately, more real estate business. So, our market is very fluid and fits a lot of people’s needs. There’s young, vibrant housing, and there are a lot of 55-and-up communities. We have lakes, hiking and we get all four seasons. It’s a wonderful place to live. In Nashville proper and Davidson County, where I live, our average price point is pretty hefty. In my neighborhood, a three-bedroom, two-bath goes for like $600,000 or $700,000. Onebedroom condos downtown range from $400K to $750K, depending on the building and its amenities. If you go to the outskirts of Nashville, there are definitely some more affordable homes in the $350,000 range. Our price points have gone up and up over the last few years.

What

is your approach to marketing?

When I first started, I focused mostly on friends and family,

so I didn’t really do a lot of direct mailers or anything. But over the last few years, I’ve been trying to make more business off the business I currently have. So, I do circle prospecting, as well as more traditional marketing—I send out CMA reports to my neighborhood because I would love to work only in my neighborhood. Obviously, I would never turn down working with anybody. But you know, there’s something sweet and charming about working in your own neighborhood.

Do you focus more on buyers or sellers?

I feel like it really transitions with the season. Two years ago, I was very buyer heavy. Right now, I’m helping a lot of sellers, which is fun. I love working with buyers, though, because a lot of them are relocating here, so it’s fun to share my city with them. As you know, the first five people you meet really influence how you feel about a new location. So, my job is not just selling them a home; it’s creating a space for them to get to know Nashville.

Agents who embrace AI but maintain strong interpersonal skills will be the ones who thrive.”

–

Stephanie Hurst,

CRS Candidate

instant responses to inquiries and turning website visitors into potential clients with ease.

Predictive analytics is stepping up the game by giving agents a clear view of market trends and investment opportunities. As Stephanie Hurst explains, “AI allows us to anticipate market trends before they happen. Agents who leverage predictive analytics can make smarter decisions and stay ahead of the competition.”

Virtual tours and augmented reality (AR) are changing the way buyers experience homes, letting them take 3D tours of

properties from the comfort of their own homes. This tech makes house-hunting faster and more convenient, saving everyone time. AI-powered CRM systems are also streamlining the process, automatically following up with leads, scheduling meetings and personalizing marketing to keep clients engaged.

These AI tools aren’t just about saving time—they’re all about creating a better, more seamless experience for buyers and agents alike, helping real estate businesses stay ahead in a fast-moving market.

Essential Skills for Agents in an AI-Driven Market

While AI offers numerous advantages, it is not a substitute for human interaction. Instead, it should be viewed as a tool to enhance agents’ skills and efficiency. To remain competitive, real estate professionals should develop the following capabilities:

Tech Savviness: Understanding how to use AI tools, CRM systems and online marketing platforms is key to keeping up in today’s real estate world.

Relationship Building: No matter how advanced technology gets, real estate is all about people. Agents need to focus on building strong client relationships, offering personal experiences and bringing that human touch that AI can’t replicate.

Authentic Branding: While AI can help create content, it’s a real estate agent or broker’s real personality that makes them stand out. Engaging with clients through video marketing and social media helps build a brand that feels real and approachable.

Reading the Data: AI can offer helpful insights into what buyers want, market trends and great investment opportunities, but knowing how to interpret this data is where agents will separate themselves from the pack.

Adaptability and Learning: As AI is constantly evolving, agents must remain flexible and continually learn about new tools and trends to stay competitive.

“Agents who embrace AI but maintain strong interpersonal skills will be the ones who thrive,” Hurst emphasizes. “People still want to buy from people they trust, not just an algorithm.”

Long-Term Strategic Planning with AI

Integrating AI into real estate is a smart, long-term investment that can help futureproof businesses. By strategically adopting AI tools, agents can streamline operations and boost efficiency, allowing them to focus on higher-value tasks and improve their overall productivity.

One of the first steps is automating routine administrative tasks like email responses, appointment scheduling and document processing. This frees up agents to engage more with clients and close deals, making their daily workflow more effective. AI-powered marketing tools also help by targeting the right audience for listings, ensuring properties reach those most likely to buy, which improves exposure and lead conversion rates.

Predictive analytics and CRM systems are also game changers in the real estate industry. By analyzing market data, real estate agents can make informed decisions on pricing and investments, while personalized content and communication

improve client engagement and satisfaction. “Long-term success in real estate will come from a blend of technology and human insight,” Hurst says. The future of real estate and long-term success is about leveraging AI to enhance the human side of the business.

The Future of AI in Real Estate

As AI continues to evolve, the real estate industry must strike a balance between embracing new technologies and preserving the personal touch that clients deeply value. Rather than replacing agents, AI is here to empower them—making their work more efficient and helping them provide even better service. However, this requires real estate professionals to maintain a forward-thinking approach, utilizing all available resources in an increasingly digital world.

“The future belongs to those who embrace change,” Hurst says. “And AI is the biggest change our industry has seen in decades.”

Elevate your business with RRC’s Artificial Intelligence Certification.

Navigating the Smart Home Conversation

By Annika Tourlas

When homebuyers think of a smart home, what do they imagine? Perhaps they reference what they’ve seen in film and television, an elaborate set-up where the house practically comes to life. As residential real estate professionals, we can guide them through what technology offers.

Smart home features have become more popular over the last decade, with many new builds incorporating the Google Nest thermostats or Ring doorbells. However, as technology advances,

so do home automation features, which now offer home energy-efficiency solutions, lighting controls and more.

“People are beginning to ask about home automation a lot more than five years ago. Nobody asked about it,” says Tania Bobe, CRS, broker associate and team owner at MB&A Group powered by LPT Realty in Sebring, Florida.

With these features on the rise, it’s important that we know how to walk clients through their available options or the tech behind their new homes.

What Are Available Smart Home Features?

Smart home features are the devices and systems that allow for the control and automation of a home, often remotely via smartphones, voice commands or scheduled routines:

f Security and surveillance systems

f Smart locks and doorbells

f Temperature controls

f Smart appliances

f Sound systems

f Automated lighting

f Energy monitoring

f Music and entertainment controls

Images

While these technologies assist with day-to-day living, when integrated, homeowners can access all household controls with a tap of their finger on a smartphone or tablet, truly embracing home automation.

“I consider a smart home a home that integrates

lighting, HVAC, alarm or security, all of those items together in a centralized spot,” says Bobe. “And then you’re able to access it from a remote location on everything.”

Educating Clients on Smart Home Features

With the rise of smart

How to Be the Expert Your Clients Need

home technology truly kicking off just a few years ago, clients and real estate agents still have much to learn. Staying current on the latest features and products can reinforce your place as a top-tier real estate professional.

When new technology and home features gain popularity, there is always a learning curve. For agents looking to enhance their knowledge of smart home technologies, there are several effective ways to stay informed:

Pursue Certifications:

Several industry leaders offer smart home and energy-efficiency designations. These programs provide in-depth training on the latest devices and connect you to the smart home technology and green energy community, allowing you to distinguish yourself as an expert in this trending niche.

The RRC Smart Home Certification involves courses like Power Up on Smart Home Technologies, Smart Home Technologies for the Residential Specialist and pre-recorded lessons to assist with marketing and tech troubleshooting. Within these courses, you will develop expertise in the devices and learn how to assist in the transition of technology when selling a smart home.

“I’ve learned more than I could have ever dreamed of thinking from an energy-efficiency program,” says Christopher Tenggren, CRS, REALTOR® and managing broker at Weichert REALTORS Signature Professionals in Rochelle, Illinois. “I still network with a lot of my early acquaintances from the program.”

Your job as a real estate professional is to help clients make good decisions and find information.”

– Christopher Tenggren, CRS

Attend Vendor Demonstrations:

Vendor demonstrations are an excellent way to gain in-depth knowledge and hands-on experience with smart home technologies. During these demonstrations, agents can ask questions, get detailed explanations and even observe the installation process.

Gain Hands-On Experience:

Exploring the use of smart home devices yourself can help you feel more prepared and confident when handling these conversations with clients. Whether familiarizing yourself with the features at a new listing or integrating these devices into your home, hands-on experience can help you understand how they work and improve a home’s functionality.

“I actually have a smart home,” says Bobe. “I feel like I’m more well versed than the average person because I’ve been living with the technology for the past 15 years.”

Connect with Tech Installers:

Installers are experts at configuring and troubleshooting smart home devices. By connecting with local installers, agents can further their understanding of the devices and the challenges that may arise during set-up.

Become an expert with the RRC Smart Home Certification.

HOW TO PROMOTE SECURE SMART HOME FEATURES:

It’s understandable for clients to have concerns regarding the security and privacy of their new smart home technology. Here are two useful strategies homeowners can use to boost their security:

1. A unique password: Try creating a one-of-a-kind password that incorporates numbers, letters and unique characters.

2. Ask about two-factor authentication: Many systems have advanced security measures in place. Check with the manufacturer or installer to see if their product has a two-factor authentication process.

How to Discuss Smart Home Features with Homebuyers

Whether you’re an expert in smart home features or not, your clients are bound to have questions. Try incorporating these tactics for stronger smart home conversations:

Did you know

Agents can ask questions, get detailed explanations, observe the installation process and get hands-on experience with smart home technology at vendor demonstrations.

1. Avoid technical jargon: When discussing smart home features, avoid overwhelming homebuyers with technical details or industry jargon. Instead, keep the conversation approachable and reiterate the device’s advantages.

2. Offer demonstrations: Offering live demonstrations is a great way to make buyers more comfortable with smart home features by showcasing the device in action.

3. Connect them to resources and experts: Try sharing brochures, videos, articles and contact information for installers or tech experts to lead clients toward the answers they need efficiently.

It’s also about educating the appraisal community because these features do carry value.”

The appraisal and real estate communities have recognized that smart features, like security systems and energy-efficient thermostats, can contribute to a higher perceived value. However, more work must be done to assess the true impact of smart features on home value.

How to Reaffirm Tech Safety

“I think when it comes to advocating for the consumer in any regard, you know, your job as a real estate professional is to help clients make good decisions and find information,” says Tenggren. “I always say we need to be the source of the source, not the source.”

Does Smart Home Tech Impact Home Value?

Within the smart home conversation, many people wonder, “How does smart technology impact home value?” While there is potential for improved home value, the technology is still relatively new, leaving it fairly underexplored by home appraisers.

“It took two decades to get the word out to the appraisal community that there is an addendum to the universal appraisal worksheet, and that’s a green addendum, which talks about green features,” says Tenggren. “So, it’s not just about educating the REALTORS® and the consumers.

As with any piece of new technology, there may be concerns regarding privacy and data sharing. While smart home devices connect to Wi-Fi, they are created with these concerns in mind, making them difficult to breach.

“Even in the best of circumstances, we are all prone to some sort of situation that something can be leaked or compromised,” says Bobe. “But in the 15 years that I have been in this home, I’ve never had an issue.”

To reassure clients about tech safety, emphasize devices’ use of encryption and secure networks. If they have further questions, try guiding them toward reputable manufacturers for an in-depth understanding of their security features.

Smart home conversations don’t have to be intimidating. With the right resources, certifications and communication strategies, you can become an expert in this trending innovation.

A murky picture

Mortgage rates—just like other leading economic indicators—are being buffeted by the combined effects of the tariff/trade escalations, interest rate policy and a strained job market. Several sources project that the average weekly rate for a 30-year fixed mortgage will remain between 6% and 7% for the next two years, with an average rate around 6.5% for the remainder of 2025 if the overall economy remains stable. A possible recession, however, could force rates down. Some would-be buyers mistakenly tie the interest rates set by the Federal Reserve Board’s panel, the

Federal Open Market Committee, with mortgage interest rates, but mortgage interest rates are more beholden to the bond market. Still, Lisa Sturtevant, chief economist at Bright MLS, says, “Lower rates are good for homebuyers who have been waiting for mortgage rates to come down. But if rates come down because the labor market is weaker and

7 AI Tools

Every Real Estate Agent Should Try This Year

You don’t need to be a tech expert to work smarter in 2025—you just need the right tools. AI-powered platforms are no longer futuristic or complicated. In fact, many are designed to make your day easier from the moment you log on. Whether you’re juggling showings, following up with leads or posting on social media, these seven AI tools can give you back precious time—and help you grow your business in the process.

ChatGPT (OpenAI)

Let’s start with a fan favorite. ChatGPT helps you write faster and smarter. Need a listing description, blog post, email or social caption? Just prompt it. You can customize the tone, length or content style. Think of it as your always-on brainstorming partner who never runs out of ideas.

Pro tip: Save frequently used prompts for quicker content creation each week.

Canva Magic Studio

If you’re already using Canva for flyers and Instagram posts, its Magic Studio features add serious AI power. Magic Write helps with captions and headlines, while Magic Edit lets you tweak images with just a few clicks. No graphic design experience? No problem.

Pro tip: Use Magic Design to instantly turn property photos into polished social media templates.

Structurely

Never miss a lead again. Structurely is an AI assistant for real estate conversations. It can automatically respond to online inquiries via text or chat, qualify leads and hand off warm prospects to you when they’re ready.

Pro tip: Customize the tone of responses to match your brand’s voice and personality.

REimagineHome.ai

Need virtual staging on a budget? Upload your listing photo, and this tool uses AI to redecorate and stage the space in seconds. You can choose different room styles, colors or layouts with a few clicks.

Reclaim.ai

Descript

Create listing videos, virtual tours or market updates with this AI-powered video-editing platform. Descript transcribes your voice, lets you edit audio like text and even removes filler words or background noise automatically.

Follow Up Boss + Smart Lists

This CRM integrates AI to help agents stay in front of the right people at the right time. Smart Lists sort your contacts based on behavior, engagement and readiness—so you know exactly who to call next.

Pro tips: Set up daily Smart List reminders for a quick lead-nurturing routine.

Keep your calendar (and your sanity) in check. Reclaim uses AI to automatically schedule meetings, break time and personal tasks based on your priorities. It syncs with Google Calendar and even reschedules if something urgent pops up.

Pro tip: Block time for follow-ups, showings and admin work—Reclaim will fit it all in.

AI isn’t about replacing you—it’s about helping you shine by doing less of the manual stuff. Try one of these tools in your business and see just how smart your day can become.

How Technology Is Real Estate’s Future

Artificial Intelligence is moving from hype to high-impact in residential real estate. Market forecasts show massive growth, but the real story is how top producers are using AI today to work smarter, close faster and create unforgettable client experiences.

AI is no longer a future concept. For residential agents, it’s an everyday tool—powering smart content, pricing insight and predictive lead management. The most successful agents aren’t just trying AI— they’re building their workflow around it.

and

PRINCIPLED PROGRESS

By Keith Winkler

Artificial intelligence (AI) is transforming the way residential real estate professionals work—streamlining marketing, enhancing lead generation and simplifying administrative tasks.

But as this powerful technology becomes more common in the industry, it raises serious ethical questions and data concerns.

“AI is here to stay, and it’s only going to continue to grow exponentially,” says Tim Kinzie, CRS, owner and founder at Montlor Luxury Realty in Cary, North Carolina. “It’s a tool that can absolutely multiply our potential—but only if we use responsibly.”

Here’s what every agent needs to know to stay ahead of the curve and ensure ethical, secure use of AI tools.

KNOW THE LAWS BEFORE LEVERAGE AI

AI may feel like a futuristic bonus, but its use in real estate is subject to very real—and evolving—legal considerations.

From the federal level to state laws, agents must ensure that their tech practices comply with data protection standards. Even if third-party tools handle the heavy lifting, agents are still responsible for how client information is collected, stored and used.

Disclosure, a familiar concept for anyone licensed in real estate, is central here.

Ethical AI practices for agents checklist

Use certified AI tools vetted for privacy compliance

Review and edit all AI-generated content before publishing

Store client data securely (consider a private cloud or NAS)

Disclose AI use clearly to clients

Stay current with certifications and best practices

Don’t outsource your integrity. AI can write your message, but it shouldn’t rewrite your values.”

– Tim Kinzie, CRS

“We’re taught to disclose any material fact,” says Kinzie. “Why wouldn’t that extend to AI-generated content? If an AI writes something and the agent doesn’t disclose that, it’s not just an ethical lapse— it could become a legal liability.”

The concerns extend beyond AI “hallucinating” false or inaccurate information—failing to disclose any AI involvement may soon be regulated. “I believe laws around disclosure are coming,” Kinzie adds. “It’s better to get ahead of that now than to be caught off guard later.”

PROTECT CLIENT DATA— BEFORE IT’S TOO LATE

Real estate professionals handle a trove of sensitive client data, from contact details to financial documents. As AI tools increasingly access and analyze this information, agents must take extra steps to secure it.

“There’s no perfect protection,” Kinzie admits, “but you need to be proactive. Something as simple as relying entirely on Dropbox or Google Drive can be risky.” He suggests alternatives such as a NAS (network-attached storage) system—essentially a private cloud—to add an extra

layer of security. “Think of it like cold storage for data, similar to what’s used in cryptocurrency.”

With AI-assisted platforms emerging in MLS systems to analyze contracts and patterns of behavior, concerns about surveillance and data misuse are growing. “If your clients’ data is being ingested and analyzed without proper protections,” Kinzie warns, “you could be violating their trust—and your fiduciary responsibility.”

BE TRANSPARENT WITH CLIENTS AND STAY ETHICAL

One of the biggest risks in using AI is the temptation to let it take over client communication. While it may be efficient, it can easily cross ethical lines if clients aren’t informed.

“Using AI to write listing descriptions or email responses is fine,” Kinzie says, “as long as you’re clear about it. Frame it as a benefit—tell your clients you’re using AI to optimize their listing with current buzzwords or market data. That’s a positive.”

What’s not okay, Kinzie stresses, is allowing AI to manufacture a voice that isn’t your own—or to cover for lack of experience. “Newer agents using AI to coach them through negotiations might sound polished, but they don’t always understand the substance of what they’re sending. That’s dangerous.”

PREPARE FOR WHAT’S NEXT: REGULATION IS COMING

There’s still no national standard for AI regulation, but change is coming. Discussions are underway in multiple states about requiring disclosures, consent and data reporting for AI applications in consumer industries, including real estate.

What’s an AI hallucination?

A hallucination is when AI provides fabricated or incorrect information in response to a prompt. On the surface, these responses might look accurate but are not. Other instances might not look correct at all. Either way, hallucinations are an important reason to always verify and validate anything AI produces against real sources.

Meanwhile, some MLS platforms are piloting programs that would require agents to upload contracts into AI-analyzed systems. That raises major concerns about client confidentiality.

“It’s not about having something to hide,” says Kinzie. “It’s about protecting our clients. That’s one of our core responsibilities as brokers.”

Agents should keep a close eye on local legislation, NAR updates and professional development opportunities to stay informed and compliant.

ACTIONABLE TIPS

f Use AI tools that comply with data privacy laws.

f Review AI-generated content for accuracy and disclose its use where appropriate.

f Consult legal counsel if you’re unsure how to interpret local regulations.

GET CERTIFIED, STAY COMPETITIVE

Completing a certification program is one of the best ways to demonstrate a commitment to ethical AI use. The Residential Real Estate Council’s AI Certification offers agents a professional foundation to understand how to use emerging technologies without compromising client trust.

“Anyone can prompt a chatbot to write a blog post,” Kinzie says. “But being able to explain how the tool works—and how it protects your client—is what separates you from the pack.”

REAL ESTATE IS STILL A RELATIONSHIP BUSINESS

AI may level the playing field in some ways, but it won’t replace the agent who shows up with integrity, expertise and empathy. As Kinzie puts it: “Real estate is still one of the last true relationship-driven industries. AI can enhance your work—but only if you understand it and use it wisely.”

Want to stay up-todate on the latest happening in the real estate market? Invest in the RRC 2025 Webinar Bundle today.

DID YOU KNOW?

According to Forbes, in 2022, AI in real estate was valued at around $163 billion. By 2023, this figure had surged to approximately $226 billion, reflecting an annual growth rate of over

37 % . 75 %

The 2024 New Delta Media Survey shows that of leading brokerages in the U.S. have already adopted AI technologies and are slowly integrating them into their work.

Approximately 49% of real estate business owners have observed cost reductions due to AI adoption, with potential operational cost savings of up to

15 % .

THE

AGENCY

By Michelle Huffman

Artificial intelligence is impacting nearly every industry—and real estate is no different.

According to the National Association of REALTORS® 2024 Technology Survey, 65% of real estate professionals are very or somewhat familiar with AI, and 56% use AI tools at least once or twice a month. That includes 17% who use them weekly and 9% who rely on them daily.

AI is more than a trendy tool for these early adopters—it can be transformative. Those who take the time to learn and apply these tools are discovering new ways to save time, work more efficiently and ultimately increase their bottom line.

“The best thing you get from AI is time,” says Matthew Rathbun, CRS, with Coldwell Banker Elite and President of Four Pillars Education, Inc. in Fredericksburg, Virginia. “It gives you time that you can invest in being with people instead of being stuck behind your keyboard.”

From Click to Close: Where AI Fits In

AI tools can support nearly every stage of a real estate agent’s workflow. Here’s where they shine:

f Lead generation: AI can help design landing pages, draft engaging emails and schedule personalized outreach. No-code tools make it affordable and accessible to agents at all tech levels, Rathbun says.

f Marketing content: Programs like ChatGPT and Canva can produce social media posts, blog content, email campaigns and listing flyers—in minutes, not hours.

f Listing descriptions: Rathbun uses Apple Notes to describe a property as he walks it, then turns those notes over to his AI tools to generate compelling, customized descriptions.

The key is getting over the initial fear of [AI].”

– Craig Grant, CRS Instructor

f Business management: Instead of rereading forms or contracts multiple times a day, brokerages can create a custom GPT that agents can ask to summarize sections or answer specific legal questions—cutting down repetitive tasks.

f Market research: AI tools help Addie Owens, CRS Instructor, principal broker and CEO of Touchstone Real Estate in Central Florida, stay on top of market trends by summarizing reports or analyzing MLS and public data for insights.

f Admin support: Many agents use AI as a virtual assistant to create task lists and social media calendars or respond to routine messages.

Work Smarter, Not Harder:

Implementing and Evaluating AI

Getting started with AI is less about technical know-how and more about mindset.

“The key is getting over the initial fear of it,”

AI tools agents are using successfully

Real estate agents are adopting a range of AI tools to streamline tasks, enhance marketing and save time. Here’s what they recommend:

Offers AI design assistance for marketing materials, social posts and presentations.

Summarizes dense documents, turns them into podcast-style audio and answers specific follow-up questions.

Used by 42% of agents, this is the go-to tool for almost anything. This is a must-have in your AI arsenal.

Repurposes long-form videos into short, shareable social clips with smart editing.

Quickly builds polished, interactive presentations with minimal input.

Creates personalized videos in multiple languages using AI avatars, voiceovers or even a clone of the agent. A no-code platform for automating tasks and connecting apps with AI.

Generates music and audio clips for creative content or social media.

Automates workflows, like routing emails straight into a CRM system.

Providers like Real Grader and Roomvu assist in professional online profile building and hyper-local, automated video content.

says Craig Grant, CRS Instructor and CEO of the Real Estate Technology Institute based out of Stuart, Florida. “Once agents spend a little time experimenting and getting comfortable, the time savings can quickly translate into real value.” Here’s how to begin implementing and evaluating AI effectively:

f Set expectations: Expect a learning curve in the first few months. As you use these tools, they will learn your tone, style and goals, and you will learn how to use them more effectively, Owens says.

f Know your value: You have to know how much your time is worth per hour, and how much time your varied tasks take to calculate the real return on investment through saved time, Rathbun says.

f Audit your workflow: Owens recommends using AI in time-consuming areas like listing descriptions, marketing content or data analysis. Identify what’s repetitive and ask: Can AI do this faster and just as well?

f Experiment first: “There’s no one right way to use AI,” Grant says. “It’s about getting in there, trying it out and finding what fits your business. Start with simple tasks and build from there and understand that prompting is very conversational. You can also use AI to teach you how to be a better prompter by asking it to rate your prompts.”

f Think in sequences: A sequence is when one prompt builds off a previous prompt and it’s one of the most powerful aspects of using AI, Grant says. Start by asking it to brainstorm a list of content ideas, then ask it to write a blog article from the list, then request a video script for the idea, followed by social media posts.

f Fill business gaps: AI can help build marketing plans, business procedures or even basic legal guidance. “If you have a weak spot in your business—marketing, budgeting, planning—AI can help fill in the blanks. Just be careful because it could provide false or misleading information,” Grant says.

Proceed with Caution: Stay in the Driver’s Seat AI can be powerful, but it still requires thoughtful oversight. Agents should

EARN YOUR AI CERTIFICATION

FROM RRC

The Residential Real Estate Council’s AI Certification equips agents with practical AI skills to enhance their business operations. Agents will learn:

f Advanced market analysis capabilities

f Personalized client interaction tools

f Streamlined property management systems

f AI-powered CRM optimization

remain actively involved to ensure that content is accurate, ethical and aligned with their brand.

f Always edit: “AI-generated content is only a first draft,” Rathbun says. “You still have to read it, shape it and make it yours.”

f Ensure Fair Housing Act compliance: AI tools don’t automatically know the legal guidelines. Be specific in prompts to ensure content reflects the communities you serve and avoids bias, Rathbun says.

f Protect your privacy: Avoid uploading proprietary or copyrighted material into AI tools without understanding the risks. Owens reminds agents: “You still have the right to your privacy and your unique body of work.”

f Use the right tools: Grant warns that you need to be careful and use the right AI tools for the right tasks. You can use AI for things like virtual staging, but it may modify the image, such as changing the flooring or placement of doorways without your permission to avoid violating copyright laws.

Regardless of how you integrate AI into your business practice, the experts recommend starting now. AI isn’t a passing trend—it’s fast becoming an everyday tool that will define how business is done.

“In five years, it’s going to be so infused into everyday life, we won’t even think about using it. It’ll be like GPS,” Owens says. “Agents using AI will run circles around agents who aren’t. Those who are not using AI, or think they aren’t, will stand out as much as an agent handing out paper maps for their showing tours—and not in a good way.”

Visit the RRC Solutions Provider Center to find the next great tool for your business.

Start small,

experiment

with different applications and adjust as you go.”

– Patricia Orange, CRS

AI on a Budget

By Michelle Huffman

Artificial intelligence isn’t just for big brokerages with big budgets.

As the technology becomes more accessible, solo agents and smaller teams are finding that even modest investments in AI can lead to major gains in efficiency, lead generation and long-term growth.

“By strategically integrating AI into my daily workflow, I’ve improved efficiency, maintained a high level of client service and stayed ahead in a competitive market—all without overspending,” says Patricia Orange, CRS, broker associate with Coldwell Banker Vanguard in Ponte Vedra Beach, Florida.

A Smarter Spend: Affordable AI Solutions for Agents

Most AI tools offer free trials and low-cost plans, making them accessible for agents on a budget.

Orange says she often uses ChatGPT Plus—which costs $20 a month at time of publication—to help her brainstorm ideas for content, write blog posts, craft email campaigns and generate engaging social media captions. The time savings pay for the cost many times over, she says.

Many of the most popular AI tools agents use (like the design program Canva Pro, which costs about $13/month, or avatar-based video generator HeyGen, which costs under $30/month) have affordable subscription prices or free versions.

“My tech stack costs me about $40 a month,” says Marki Lemons Ryhal, CRS, a broker at EXIT Realty in Chicago, Illinois, and a keynote speaker on AI. She uses that tech to generate landing pages, capture leads and send them into automated email and text nurture campaigns. That AI-assisted lead generation system helped her grow her business from $34,508 in revenue in May 2022 to $97,909 a year later.

FIRST 3 PROMPTS TO TRY IN CHATGPT

Want to get started fast? Try these beginner-friendly prompts: “ Write a social media caption about this three-bedroom

Step-by-Step Implementation for Solo

Agents

Getting started doesn’t require technical expertise—just a willingness to experiment.

“If you’re looking to integrate AI into your business, start small, experiment with different applications, and adjust as you go,” Orange says. Here’s a basic roadmap:

f Start with one task: Try using ChatGPT to write a listing description or email reply.

f Introduce your business: Ask the AI to learn about your business, workflow, brand and style.

f Add tools gradually: Once you’re comfortable, integrate larger platforms that can connect AI with other apps and functions like Zapier or Make, both of which have free tiers to start.

f Focus on consistency: Use AI regularly for repeatable tasks to build long-term systems. AI becomes more valuable the more you use it because it learns from you, Lemons Ryhal says.

Rather than focusing solely on efficiency, some agents are using AI to build systems that support long-term stability and even retirement.

“ Summarize this client email reply in a friendly tone.” “ Help me generate ideas for

By the Numbers: Value Awaits Agents Using AI

Generative AI could generate

$110 billion to $180 billion in value for the real estate industry by boosting efficiency and cutting costs.

Source: McKinsey Global Institute

“Real estate agents often don’t retire because they lack systems,” Lemons Ryhal says. “AI can help us develop those systems—and give us the freedom to choose when we step back.”

She uses Make to automate repeatable tasks—anything from lead follow-up to client onboarding. “You don’t need to be available 24/7 to be productive,” she says. “Let the tech handle some of it so you can give your family undivided attention.”

Measuring AI ROI on a Budget

Even small costs can add up, so it’s important to ensure that your AI tools are worth the investment. To determine if your AI tools are yielding returns:

Define clear objectives: Set specific goals, such as reducing time spent on administrative tasks or increasing lead conversion rates.

Track time savings: Monitor how much time AI tools save on tasks compared to manual processes.

Evaluate cost vs. benefit: Compare the cost of AI tools against the value of time or money saved and additional revenue generated.

Drew Thompson, Head of Agent Performance and Head Coach for cloud-based brokerage Real, advises agents to view AI as a collaborative partner.

“Tell ChatGPT: ‘I’m a real estate entrepreneur. Ask me questions so you can understand my business,’” Thompson says. “Then have it generate ideas that save you time.”

He also suggests leveraging AI for datadriven decision-making. “Upload your closed deals from 2024 and ask it where you’re missing opportunities. It’s not just about helping you write—it’s about helping you grow.”

“The biggest mistake agents make is waiting to understand it all before trying it,” Thompson adds. “The best way to get comfortable with AI is to talk to it just like a human; have a conversation just like you would with a person.”

Staying educated doesn’t have to cost you much. Explore our extensive library of complimentary AI webinars.

SPACE RACE: USING AI

FOR STRONGER CLOSINGS

By Rachel Arterberry

In the fast-paced world of real estate, client engagement plays a vital role in securing and closing deals.

With advancements in artificial intelligence (AI), real estate professionals now have access to tools that enhance efficiency, improve client interactions and optimize lead conversion. AI-powered CRMs are changing how agents connect with clients—from first touch to final handshake.

The Role of AI in CRM Systems

Modern AI-powered CRM systems are changing the game for client engagement, making interactions smoother and more personalized. Unlike traditional platforms that depend on manual data entry and follow-ups, these smart systems analyze client data to spot trends and even predict future needs—helping businesses stay one step ahead.

Vandana Bhalla, CRS, a real

estate professional licensed in Nevada and California, emphasizes the importance of this transformation. “You can take your CRM, your management system, as well as your AI—ChatGPT, Manychat or whatever system you’re utilizing—and then literally move the client base from one location to another pretty seamlessly,” she says.

These systems can:

f Automate client communication via chatbots and virtual assistants.

f Personalize engagement by analyzing client preferences and past interactions.

f Provide real-time data insights to optimize marketing and sales strategies.

f Reduce human error by streamlining workflows and automating repetitive tasks. By integrating AI into CRM platforms, agents can ensure timely follow-ups, targeted messaging and improved relationship management without losing the personal touch that clients expect.

Agents who embrace AI now will have a serious competitive edge.”

– Vandana Bhalla, CRS

Predictive Analytics for Lead Scoring

One of the most innovative ways AI is being utilized in real estate is through predictive analytics for lead scoring. By analyzing data such as client behavior, browsing history and how often they interact, AI helps determine which leads are most likely to convert. This gives real estate agents the ability to:

f Prioritize high-quality leads, reducing time wasted on low-quality prospects.

f Utilize data-driven insights to craft customized outreach strategies.

f Increase conversion rates by focusing on high-probability leads.

Bhalla says that AI-driven insights help her business save time. “I have my assistant working with Manychat, ChatGPT and Canva,” she says. “We’re putting a lot of our systems in place that way. It saves hours and hours of time.” By using predictive analytics, agents can work more efficiently and focus their time and resources on leads most likely to close.

New-World Work Ways

Note: AI-generated content should always be reviewed, verified and personalized. Fact-check, tweak for authenticity and add a human touch before using it in client communications.

The shift from traditional client engagement methods to AI-powered strategies is a big change for the real estate industry. While old methods often meant a lot of

manual tracking, cold calling and in-person meetings, AI steps in to make things more efficient through: f Data-driven decision-making for targeted marketing efforts.

Automated Nurturing with Personalization

Finding the right balance between automation and a personal touch is key to building strong client relationships. AI-powered systems help automate lead nurturing while leaving room for those personal interactions. This includes:

f AI-generated email campaigns tailored to a client’s interests and previous interactions.

f Chatbots and virtual assistants that provide immediate responses to inquiries.

f Scheduling and managing social media content to keep engagement consistent. “Even if my clients don’t respond the first time or the third time, staying in front of them consistently is key,” Bhalla says. “AI

f Automated workflows that eliminate redundant tasks.

f AI-driven insights that help agents tailor their sales strategies based on client behavior.

can help with that. Through platforms like Constant Contact, agents can create automated drip campaigns tailored to buyers, sellers and coaching clients, ensuring each interaction feels personalized while saving time.”

Agents still need to review and tweak AI content—it’s the only way to keep things authentic and personal. Bhalla advises agents to maintain control over AI-generated output. “Even if you allow AI to create the systems for you, you have to be the last touchpoint before you send it out because it really does need a human touch.” AI is a support system, but human oversight ensures trust and credibility remain intact.

INPUT TIPS FOR BETTER OUTPUT

Define the Role Clearly

Tell AI exactly who to be. Whether it’s a marketing expert, a luxury real estate copywriter or a financial analyst, specifying the role ensures the response reflects the right expertise.

Set the Criteria

Clearly outline what elements the response must include every time, such as qualifiers that will generate highprobability leads.

Provide the Task

AI performs best with thorough background information. Give relevant details about your business, clients or goals to make responses more relevant and precise.

Provide the Data

If crafting a listing description, specify the property type (single-family home), key features (number of bedrooms/ baths/community pool) and target audience (luxury).

Teach AI Your Constraints

In the paid version of ChatGPT, you can set custom instructions. Tell it what you like, what to avoid and how you want responses structured for more consistent results. This may include parameters around local or federal fair housing laws.

Refine and Iterate

Don’t settle for the first response—continue refining by providing feedback. Prompt AI to “revise,” “expand” or “make it more engaging” to fine-tune the output. You can even customize your profile so that AI asks you questions, ensuring you include the relevant criteria every time.

The Shift from Traditional to AI-Driven Strategies

Bhalla encourages real estate agents to embrace AI tools gradually. “I teach a class on AI for real estate professionals where I tell agents, ‘Just use one. I don’t care which one—just start with one, come back to the class and then use another one.’”

It’s understandable that some agents might be hesitant about adopting CRMs, but AI’s ability to simplify workflows, predict market trends and personalize outreach makes it clear that the transition is here to stay. With AI, real estate professionals can streamline operations, respond faster and create even better client experiences. While some might worry that AI could replace them, it’s important to remember that AI can never take the place of agents when it comes to building meaningful relationships and offering expert advice.

AI-driven client engagement is changing the way real estate works—it’s no longer something of the future but a must-have tool for today. It’s giving agents amazing new ways to connect with clients more quickly and effectively. Just like Bhalla’s experience shows, using AI can truly transform the

entire real estate process, from generating leads to closing deals, all while boosting efficiency and client satisfaction.

“AI helps reduce my time on tasks while making my work more effective,” she says. For real estate professionals looking to stay ahead, integrating AI-powered solutions is not just an option—it’s the future of client engagement.

“We’re only scratching the surface. In the near future, AI will act as a personal concierge—anticipating needs, scheduling showings and even pre-writing offers based on buyer intent. Agents who embrace AI now will have a serious competitive edge,” Bhalla concludes.

AI-powered CRM systems offer everything real estate professionals need to improve client interactions and drive successful deals, from predictive analytics for lead scoring to automated, personalized follow-ups. By embracing AI while keeping that personal touch, agents can stay ahead of the competition and provide exceptional service every step of the way, from lead to closing.

Discover our complete library of AI courses and webinars at crs. com/education

Addie Owens, CRS , is an accomplished real estate broker, educator and nationally recognized speaker with over two decades of experience in the industry.

As the Broker-Owner of Touchstone Real Estate and Touchstone Real Estate Schools, Addie has built her reputation on leadership, innovation and empowering real estate professionals to reach their highest potential. As a CRS and dedicated community volunteer, Addie brings her passion for mentorship and strategic growth to every stage. She is excited to bring her expertise and energy to everything she does, sharing insights to help attendees elevate their businesses and lead with purpose.

Get the Most from Your AI

By Addie Owens, CRS

One can barely turn around these days without encountering a new way that artificial intelligence (AI) can improve our lives. How can you take advantage of the tasks that AI can do for you so that you can concentrate on the high-value aspects of your business?

One way is to start with our RRC course, Mastering AI Prompts for Real Estate Success . In this course, we will show you how to write prompts for your applications

Visit Owens’s faculty profile to uncover her full educational offerings. crs.com/ education/faculty/ addie-owens

Moor Studio via Getty Images

so you can be not only more efficient but also get better, more useful output from AI.

When people think about AI, they often think of ChatGPT or similar language generators, but there are many more applications and opportunities that real estate agents can take advantage of. One thing to remember is that AI is already incorporated into many different systems that we use, perhaps without our realizing it.

Moving the needle

For this course, we’ll start with the basics: how to craft a statement that will get the AI to generate something better—and faster—than if you did it yourself. As you build the skill, you can add more detail to your prompts to inject your unique tone to get the output that you want. The better the input, the better the output.

How can real estate agents use AI? One basic way is to output a listing description that would be just okay. However, when you get better tools, you can generate a highly tailored listing presentation for a particular seller that can fully integrate with the Google form you use. Or you could craft your social media posts complete with imagery—if you’re using the right tools.

This course can help you with some tasks that, frankly, take time away from your real job—selling houses. Now that many of us are “solopreneurs” doing supportive work like our own marketing, using AI to take over some of the “brain work” just makes sense. Does your next social media post have to be mind-blowing? No. It just needs to get consumers down your particular rabbit hole and keep them there. Let AI do that, so you don’t have to put so much labor into this kind of task.

A versatile helper

There are dozens of other ways that AI can help your business. If you’re not someone who enjoys crunching piles of numbers, write a prompt that will analyze these two sets of data—first, the most recently sold comparables, and second, all the neighborhood data, market statistics, etc.—and provide a CMA with adjustments based on comparable sales. Then tell AI to give you the most likely sales price if a home

sold within the next three to six months, or six to 12 months, based on whatever the customer’s needs are.

Another use is to craft prompts that will take data from your own R&R and your most recent comps, plug them into a system like ChatGPT 4.5 (a deep research tool), and ask it to output the most likely sales price based on that information to create a customer market analysis product that you can deliver to your potential sellers and buyers.

There are so many things AI can do that it is mind-blowing. It would be hard to predict how much it will change our ability to be productive if we use it all.

If you’re a real estate agent who doesn’t embrace AI, then you will be left behind by people who can use these robust software systems in the real estate space. Learn how to use these tools to boost your business effectively.

If you’re a real estate agent who doesn’t embrace AI, then you will be left behind by people who can use these robust software systems in the real estate space.”

– Addie Owens, CRS

Go to crs.com/ membership/ member-benefits

You already know the value of being part of RRC—now it’s time to own it.

As a member or CRS Designee, you have access to the industry’s top education, referral network and professional tools. But the real power of this Council is how

you use it—and who you bring into it.

This guide frames your benefits as strategic tools to grow your business, expand your impact and lead the profession. Because when you grow your own Council, you grow the entire community.

Grow Your Business

f Access Local & Global RRC Networks

f Discounts on Business Tools

f Sell-a-bration®!

f RRC Connect & Education Insider Weekly Newsletters

f Complimentary Inman Select Access

Sharpen Your Skills

f Discounts on CRS Education Courses

f Complimentary Webinar Library

f Mentor Program

f The Residential Specialist Magazine

f Virtual Summits—AI to Lead Generation

Lead the Industry

f Earn the CRS Designation

f Find a CRS Directory Listing

f Volunteer Opportunities

f Global Referral Network Visibility

f Marketing and Branding Tools—B2B & B2C

HOW TO GROW YOUR COUNCIL

1. Share your CRS story. RRC polls CRS Designees and RRC members with engaging questions here: gather.video/kdhc

2. Invite someone to attend a free course or webinar. Grab a link to your favorite course or instructor and share. Do a top 5 or top 10—as a CRS, you are automatically an influencer. crs.com/education/education-catalog

3. Post about what CRS has done for your business. You can answer our calls for sources for RRC publications or access CRS Marketing Materials for your colleagues and clients. crs.com/designation/ crs-designee-marketing-materials

Q

Have a great story to share? Email social@crs.com or look for discussions happening online on our Facebook, Instagram, LinkedIn and X pages.

How do you use AI in your business?

“I was hesitant at first. I think the thought of AI scared me, but I finally realized it was just me overthinking the outcome—so, I ended up asking ChatGPT a real estate question, and it gave me the answer. Then I was able to add my Lindsey spin and voice!

“It’s really a great tool to help you when you are stuck and need a little guidance of what to write for social media posts, etc.”

Lindsey Culver, CRS , Broker-Owner at Premiere Property Group LLC, Lake Oswego, OR

“I use my AI almost every day. I ask her anything and everything. If she answers my question in a manner that I don’t think sounds like me, I tell her that and ask her to try again. When it sounds like something I would say, I tell her, ‘That sounds like me.’ I am programming her to know me, which in return will allow her to write better for me. She is my personal assistant, of sorts.”

Deb Long, CRS , Broker-Owner at Today’s Home Real Estate, Birmingham, AL

“I just started to dabble here and there with standard ChatGPT. Last week, I was really struggling with a text to a seller and kept changing it. I just wasn’t happy with it. I copied and pasted it into ChatGPT and asked that it be rewritten to make it softer. Wow! I was amazed! I realized then I need to lean into AI much more. I signed up for a local AI class (not-RE related) starting next week, where they’re going over six different AI apps and how to use them.”

Cheryl Parisi-Ciolfi, CRS , Sales Agent at RE/MAX Foxfire Realty, Summerfield, FL

“I give specifics on my new listing and let AI write the ad copy. I also let it write bios.”

Margie Medlin, CRS , Sales Agent at RE/MAX PURE, Marietta, GA

“I use it for MLS descriptions and letters, and always tweak it to make them more personal. I also have used it in office meetings to summarize some of our CB instructional programs.”

Gina Marie Bettenhauser, CRS , Associate Broker at Coldwell Banker Reliable RE, Shoreham, NY

“I’ve used it on our phone system at the office. I used the AI voice generation and created voicemail greetings for everybody. If you call our office phone number, all the voices are AI generated.

“In the property management world, [with] our property manager software, all we have to do is put several amenities of the house, and then AI will write up a beautiful description of the house for us.”

Bradley MacLay, CRS , Broker-Owner at MacLay Real Estate, LLC, Chandler, AZ

“Gamma App—[it’s] life-changing to presenting. [I] just created an eight-week class for ChatGPT for Real People and everyday uses for my clients and friends. Best images, too.”

Cyndee Haydon, CRS , Broker Associate at Sandbars to Sunsets Team with Future Home Realty, Madeira Beach, FL

“I use it for listing descriptions to make them more exquisite.”

Barbara Wilson, CRS , Associate Broker at Realty ONE Group 13, Goodyear, AZ

FIND A CRS

Seller Serendipity

I received a referral from Tamara Inzunza, CRS, after we first connected at Sell-a-bration ® and later crossed paths again at our real estate company’s annual event. She reached out about a potential listing in my area, noting that she wanted to refer her clients to another CRS Designee.

Tamara asked all the right questions to ensure it was the right fit. Shortly after, the referral landed in my inbox. Funny enough, the sellers lived in the same neighborhood where I’ve helped several clients—and where my parents live—so I knew the area well. During our meeting, we discussed listing the home as a VA loan assumption. Coincidentally,

I was already working with the same mortgage company on another VA file, which helped reassure the sellers that I had the experience they needed. We hit the market and saw strong interest right away—lots of showings and multiple offers within the first week. The VA process took a little patience (as it tends to), but we made it to the finish line with a successful closing. The sellers were happy, Tamara was in the loop every step of the way, and I was reminded once again why the CRS network is such a powerful thing.

Anne-Marie (Annie) Marshall, CRS Sales Agent at Realty ONE Group Emerald San Antonio, TX

Tamara Inzunza, CRS Associate Broker at Realty ONE Group Capital Alexandria, VA

FIRST-TIME FLYER

Looking for your next great referral? Connect with top-producing Certified Residential Specialists through Find a CRS. Search agents at Find.CRS. com or on our Find a CRS mobile app.

I’ve known Frank Vento, CRS, for many years as CRS family. When he reached out with a referral for a California buyer wanting to buy or invest in the Tulsa area, I was honored. His client Billy meant a lot to Frank and after a great fact-finding call, he let me know that Billy suffered some major losses in his family and was ready to make a change and get his health on track. Frank knew Billy wanted to purchase a home and possible investment property. Fast-forward, Billy and I clicked! He arrived (first time flying), settled in and we hit the

road. Within days he was under contract on three homes. I had property manager(s) for him to interview while he was in town. Billy recently closed on a fourth home with more on the horizon. Thanks to Frank Vento, CRS family and referral partner, Billy has become a dear friend and amazing client. Referrals are the best from a CRS!

Holli Woodward, CRS (RRC Past President 2022) Associate Broker at Holli Woodward Real Estate Associates Owasso, OK

Frank Vento, CRS Broker Associate at Intero, A Berkshire Hathaway Affiliate Burlingame, CA

Rekindle Your Passion

The real estate industry is filled with opportunities, autonomy and excitement. But even in such a dynamic profession, burnout can creep up on the most passionate among us. Thankfully, the nature of real estate is unique, and with the right mindset and tools, you can reconnect with your “why” and reignite your love for this profession.

Reflect on why you chose real estate

Think back to the beginning of your career. What drew you to real estate? Was it the rush of closing a big deal? The satisfaction of helping clients find their dream homes? Or perhaps it was the freedom that came with being your own boss.

Revisiting these motivations can help you reset your perspective. By reconnecting with your original motivations for starting in the field, you’ll remind yourself of the passion that brought you here. Allow

these moments to spark excitement to keep going.

Set boundaries to avoid burnout

Burnout often stems from a lack of balance. As a real estate agent, you constantly juggle clients, transactions and family obligations. Developing clear boundaries is essential.

Set expectations with your customers, support staff and even your loved ones. Protect your personal time and prioritize self-care. While boundaries may seem small, they can yield significant results, giving you the space to recharge and rediscover joy in your work.

Seek mentorship, coaching or education

No matter where you are in your career, having a mentor or coach is immensely valuable. Experienced real estate agents

can provide vital guidance, offering a fresh perspective and invaluable insights. Whether you’re facing challenges, fine-tuning your skills or considering a new path within the industry, mentors and coaches can help you gain clarity and direction.

You might also discover new skills and perspectives through one of the many courses the Council offers. At a minimum, you could find a fresh take on an aspect of your business that could enliven your practice.

Unleash the full power of your license

The beauty of a real estate license lies in its versatility. With it, you have the tools to explore dozens of avenues within the industry. From property management and commercial sales to specialized niches like luxury homes or vacation rentals, the options are plentiful and varied.

Refocus your approach

If you’re feeling stuck or uninspired, it might be time to change gears.

Consider specializing in a specific area or type of clientele, such as firsttime homebuyers, retirees or investors. Narrowing your focus can bring fresh energy and purpose to your work, giving you a chance to differentiate yourself in a competitive market.

Build lasting relationships

Real estate is a relationship-driven business—building a strong network is key to long-term success. Go beyond the immediate sale by nurturing meaningful connections with your clients. A simple follow-up after a transaction, a holiday greeting or a quick check-in can turn one-time clients into lifelong supporters. These efforts will generate referrals and create a cycle of opportunities, helping your business grow organically.

And don’t forget your fellow CRSs, who can offer wisdom and support. Being part of a network of highachievers may help you regain your enthusiasm for the career and reignite that flame.

WHAT DREW YOU TO REAL ESTATE?

Was it the rush of closing a big deal?

The satisfaction of helping clients find their dream homes?

Or perhaps it was the freedom that came with being your own boss.

Revisiting these motivations can help you reset your perspective.

So far, we’ve given more than $29,000 to LLS.org. I am proud that I can give back to a worthwhile cause through my business.”

– Robert Little, CRS

How do you give back to your community? Share your story and photos to social@crs.com for a chance to be featured in future issues of TRS !

back

Giving Big with Every Deal

For Robert Little, CRS, giving back isn’t a separate part of his real estate business—it’s at the heart of it.

The Henderson, Nevada–based RE/ MAX Advantage team leader has spent the past 18 years helping clients buy and sell homes across the Las Vegas Valley. Since 2017, every closed transaction has also helped support a cause close to his heart: The Leukemia & Lymphoma Society (LLS).

“I donate $50 to LLS with every closed transaction my team completes,” says Little. “So far, we’ve given more than $29,000 to LLS.org. I am proud that I can give back to a worthwhile cause through my business.”

His connection to the organization is deeply personal. At just four years old, Little lost his older brother Carlos to leukemia. Carlos was only 11 at the time. “I always felt compelled to donate to this cause in memory of Carlos; I feel as though he is looking down and proud of me.”

The Leukemia & Lymphoma Society is the world’s largest nonprofit health organization dedicated to funding blood cancer research and providing patient services. Since 1949, the organization has invested nearly $1.8 billion in research, pioneering many of the treatments used today. Beyond the numbers, though, their mission is rooted in compassion.

“When someone experiences the fear and uncertainty of a cancer diagnosis, [LLS] steps in to offer hope, education and support,” says Little. “[They] are truly making an impact in the cancer community.”

In 2017, Little took his involvement one step further by running the local LLC “Man and Woman of the Year” campaign, a philanthropic competition that raises funds for blood cancer research. He was named runner-up after raising $11,000 for the cause.

“This was a rewarding experience and helped me

understand the great work and effort that happens behind the scenes with all involved in these fundraising campaigns.”

Little shared his mission through his personal website, LittleGivesBig.org, where visitors can learn more about his fundraising journey and find links to donate or get involved. He also encourages others in the real estate industry to consider how their own businesses might create opportunities for impact.

“Many of us in the real estate industry make a good income, and a small portion of every deal can make a difference in our community or help a cause that’s close to you personally. In addition, clients know that they are a part of helping a worthwhile cause,” Little says.

Giving back has not only allowed Little to honor his brother’s memory but also added greater meaning to his personal life.

“It makes me feel like I am contributing to a worthy cause that funds groundbreaking research and helps save lives,” he says.

To learn more about how you can support the Leukemia & Lymphoma Society, visit LLS.org or connect with Robert’s mission at LittleGivesBig.org.

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SHAWN SORENSEN, Franchisee

EXIT ALLIANCE REALTY, CA

“I know that I am not alone. I have a large, built-in support group that is always willing to help me. My success is their success.”

KIMBERLY PLOURDE, Franchisee

EXIT REALTY CENTRAL, VA

“Becoming an EXIT Realty franchisee has been one of the best decisions I have made in my real estate career. The leadership team, with their genuine, available, and loving approach, brings a wealth of experience from the real estate industry. The unbeatable business model has not only weathered the changing market dynamics but continues to prove itself as a win/win for both agents and brokers. I’m proud to be a part of a franchise that values success through collaboration and unwavering support.”

MAGGIE TESSIER, Franchisee

EXIT REALTY MATRIX, BROKERAGE, ON

“When you’ve come from a place of overcoming great obstacles in life you appreciate the sincere help of others. I went from being a single parent raising my children, with little financial means, to a place of mastery in real estate sales because of the heartfelt direction of EXIT trainers. These champions made time for me, encouraged me, gave me an unparalleled skill set and never gave up on me. When I look back to those early days in this business, I could never have dreamed as big of a dream as earning a seven-figure income. Steve Morris, EXIT Realty’s Founder & Chairman, has created an empathy-oriented company and this philosophy permeates throughout the corporation and its people. I'm proud to take the reins of my company and bring this same caring and nurturing to my office. EXIT is a family. My agents love this company and everything it stands for and I'm its biggest endorser.”

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MEANS BUSINESS

CRS WEEK SEPTEMBER 15 - 19, 2025 | VIRTUAL

CRS WEEK exemplifies the gold standard in residential real estate, bringing together designees, RRC members, state groups, and more to... CELEBRATE . COLLABORATE . INNOVATE . Join us for a week-long celebration dedicated to honoring our CRS Designation and RRC community.