Florida brokerage builds AI tool for agents to practice client calls

Agents can access PBP Practice through desktop or mobile browsers, or via a dedicated practice line. The system generates varied scenarios to prevent rote memorization of responses, recommending practice areas based on an agent's recent performance. The platform currently features 13 distinct conversation types, encompassing expired listings, for-sale-by-owner scenarios, buyer and seller prequalification, price adjustments, investor calls, and objection handling, among others. Training is offered in both English and Spanish.

"Nobody gets better at a listing presentation by watching a video. You get better by saying it out loud to someone who pushes back, then hearing what you actually said," said Gia Freer, PBP broker of record and co-owner. Grant Freer, PBP co-owner and broker associate, who developed the platform, added, "We built it in-house so the prospect argues the way our sellers argue and the feedback is measured against our own standards. The coaching still comes from a broker. The tool makes sure the rehearsal happened."

Leaders emphasized that PBP Practice is strictly an internal tool and does not interact with actual clients or generate property valuations.