It’s an exciting time to be a new home sales agent. With the rise of AI shaking up nearly every facet of the real estate industry, proactive sales professionals are asking, “How can I harness the power of AI to make me better at my job?”
AI has become an active participant in new home sales by assisting agents with fundamental tasks, freeing up time for sales professionals to focus on the interpersonal relationships that drive sales forward. Simply put, AI is not here to replace sales agents but to empower them to sell smarter, build stronger relationships, and close more homes. For those feeling intimidated or apprehensive about this transformative technology, keep reading.
Whether you were an early adopter or are just starting to experiment, we’ve outlined eight practical ways that new home sales agents can use AI throughout the home selling process.
Possessing extensive knowledge of the local market and the broader real estate industry helps new home sales agents be reliable and trustworthy partners to buyers throughout the home buying journey. While this knowledge is indispensable, adequate research can take up hours of an agent’s already packed schedule. Using generative AI chatbots (i.e., ChatGPT, Gemini, Perplexity) to conduct market analysis can provide vital insights in mere minutes, not hours.
It’s important to note that when utilizing these generative AI chatbots, the answers (AI output) are only as good as the prompts provided (user input). The more details and context that are included, the more likely you are to receive a highly relevant answer to your local market and the Target Consumer Profile (TCP) you are selling to.
AI tools can also be used for quick scenario planning before open houses, appointments with potential buyers, and builder meetings.
These scenarios provided by AI allow new home sales agents to position themselves as resources who bring data-driven insights to buyer conversations and team meetings and help build sales execution plans tailored to the builder’s product for the current market conditions.
Knowing a community’s TCP is one thing, knowing how to sell new homes to them is another. With AI support, sales agents can not only define their TCP but refine the sales strategies that will help close deals. AI can help agents identify lifestyle patterns, interests, and buyer motivators as well as generate content ideas, including social posts, emails, and community highlights, that will attract and engage the specific TCP.
Along the same lines, AI can help research buyers’ backgrounds prior to appointments. This will include information that is publicly available from social networking sites like LinkedIn. Use AI to generate personalized questions based on lifestyle, family needs, or relocation reasons. Additionally, agents can anticipate objections and rehearse responses with AI-powered roleplay.
Perhaps one of the most time-consumer tasks a new home sales agent will undertake is in-depth competitor analysis. Instead of sifting through competitors’ floor plans, pricing information, and incentives, AI can help provide insight to position your builder more strategically in minutes.
Agents can upload competitor data in the generative AI chatbot and ask for three to four trends or differentiators to highlight in buyer conversations that position your company as the leading builder in the area.
New home sales agents can utilize AI to track overall buyer sentiment, identify suitable next steps, and monitor engagement levels by building an evolving community knowledge document. This document will house community updates, available amenity upgrades, and a buyer's progress throughout the home buying process. How does this work? Agents can have AI create dedicated threads/projects for each customer to keep records organized and personalized.
We’ve all sent (and received!) an email with the cookie-cutter “just wanted to check in …” only to receive vague responses or nothing at all. AI can help send value-driven touchpoints in all follow-up communications. Agents can ask AI to draft updates about community events, builder news, or relevant market shifts and personalize outreach so buyers look forward to hearing from you.
Struggling to come up with buyer engagement ideas? Why not share curated insights about the community, schools, and lifestyle benefits? AI can create enticing invitations for meet-ups, tours, or builder-hosted events. This allows prospective clients to consistently feel connected and nurtured throughout the home buying journey.
AI isn’t replacing the human connection in home sales; it’s enhancing it by making agents more prepared, data-driven, and customer-centric. For those excited to start harnessing the power of AI in their day-to-day responsibilities but are unsure where to begin, start small. Pick one or two of these strategies to implement this week. Good luck and happy selling!