Five plays we ship for property clients. Five plays we won’t ship, and why.
What works
- Lead qualification agent. Cuts response time from hours to seconds. Single biggest pipeline lift we see.
- Auto-brochure generator. Reclaims 60% of marketing time during peak listing season.
- Viewing scheduler. Conversational AI books and confirms viewings via SMS/WhatsApp.
- Lease abstraction. Pulls key terms from lease PDFs into the CRM in seconds.
- Comparable analysis. Live market comps on every listing page — keeps the data current automatically.
What doesn’t
- Generative property descriptions. Buyers spot AI copy. Trust drops.
- AI valuation models with no human review. Liability + regulatory risk.
- Chatbot on the listings page. Without a hand-off path to a human, conversion drops.
- AI-generated photography. ASA-flag risk. Don’t.
- Predictive lead scoring without a qualified-lead labelled dataset. Garbage in, garbage out.
The pattern
The plays that work automate operational friction. The plays that don’t try to automate trust. Property is a high-trust transaction; pick your battles.