Brokerages boost AI adoption as focus shifts to core operations

Key facts

• AI is a growing business priority for real estate brokerages, with importance ratings increasing significantly.
• Brokerage leaders plan to adopt or expand AI for CRM enhancement, workflow automation, and administrative tasks.
• Agentic AI tools, designed to perform tasks on users' behalf, are also a focus for adoption.
• The focus has shifted from AI for digital marketing and social media to core business operations.
• The survey included over 100 brokerage leaders representing firms responsible for more than two-thirds of US real estate transactions in 2025.

Artificial intelligence (AI) is rapidly becoming a central business priority for real estate brokerages, with leaders reporting a significant increase in its perceived importance. A survey by Delta Media Group found that brokerage leaders rated AI's current importance at 7.12 out of 10 in 2026, a substantial rise from 5.45 in 2024. This importance is projected to climb further to 8.25 over the next 12 to 18 months.

The findings indicate a strategic shift from initial experimentation with AI for marketing and content creation to its deeper integration into core business operations. These include customer relationship management (CRM), agent recruiting, training, and administrative tasks.

Michael Minard, CEO and owner of Delta Media Group, noted that the conversation around AI in real estate has evolved from simple content generation to a broader application across all business facets. He highlighted that brokerages are now looking at AI for CRM workflows, administrative automation, forecasting, training, and agentic AI tools.

The survey revealed that nearly all respondents (97%) reported their agents are using AI. Looking ahead, over half of brokerage leaders plan to adopt or expand AI for CRM enhancement and workflow automation (55%), followed by administrative and back-office automation (53%), and agent recruiting, training, and performance coaching (52%). Approximately half of respondents intend to adopt or expand agentic AI tools, which perform tasks on behalf of users.

Other planned AI applications include business intelligence and predictive analytics (49%), document summaries and contract review (48%), market analysis and property valuations (46%), and automated client communications (45%). This contrasts with 2024, when AI use was primarily anticipated for digital marketing (73%) and social media (72%).

The survey, which included over 100 brokerage leaders representing firms responsible for more than two-thirds of US real estate transactions in 2025, highlights AI's move from the periphery to the core of brokerage operations.