AI: Your listing agent's best friend?

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Published Date 7/30/2025

"I'm not a smart man, but I know what love is." Forrest Gump’s character wasn’t talking about real estate, but if he had ChatGPT, he might have done even more than run coast to coast. The AI-powered bot can now create listings that feature virtual staging, meaning technology is transforming how properties hit the market and find their new owners.

Realtor.com’s Anna Baluch says the romance between real estate and AI is heating up fast, with some agent teams reporting that more than half of their listings now include AI-enhanced elements. Everything from polished descriptions to virtual staging to slick marketing materials are now being created with artificial intelligence.

And why not? AI can often help agents craft emotionally compelling stories that go beyond mere square footage and bedroom counts, turning a simple property listing into a narrative that captures buyers' imaginations — especially if those agents are not great storytellers or marketing writers.

It goes beyond words, however. “Virtual staging has become particularly seductive for agents and sellers alike,” says Baluch. She used the example of an empty room or a dated interior. “Feed it through AI, and suddenly potential buyers can envision themselves cooking in a modern kitchen or relaxing in a perfectly appointed living room.”

Agents praise the technology's ability to help buyers see potential, especially in older homes or fixer-uppers that require imagination. The only minor flaw they detect is that AI sometimes struggles to keep outdoor views consistent through windows. With a bit of tweaking, however, the results are impressive.

Using Canva AI for marketing strategies, agents are now creating polished marketing materials and social content that highlight a home's best features. “The technology democratizes professional-quality marketing, giving sellers access to tools that once required expensive design services,” says Baluch.

Like any passionate relationship, however, the AI romance has its own realities. “The technology lacks the context and nuance that make properties truly special,” says Baluch. “It doesn't understand the story behind a family-built home or know how it feels to step onto an oversized patio at sunset.” She goes on to say that these personal touches matter to buyers who are making what's likely the biggest purchase of their lives.

And authenticity? Many agents say they can spot AI-generated listings from the first sentence, noting that ChatGPT tends to overuse some phrases or words — like "epitome" and “sun-drenched” — real estate jargon that should be used sparingly. Whenever you see a listing that starts sounding similar, you can bet that even though AI was supposed to make it stand out, it instead made it blend into a sea of artificial eloquence.

Plus, it’s generational. Younger sellers and adult children selling on behalf of their parents tend to embrace the technology more readily, while older sellers often need more convincing. Buyers, in the meantime, have developed a keen eye for AI misuse, saying they appreciate clarity over embellishment. As one agent puts it, "Buyers are smart. When AI is used responsibly, it builds trust, not breaks it."

The key, says Baluch, evidently lies in treating AI as enhancement rather than replacement. She reports that agents agree they should use technology to showcase a property's potential without crossing ethical lines, making transparency a cornerstone of proper implementation. How does this translate? It means labeling virtually staged or modified images and avoiding exaggeration in descriptions, letting the home speak for itself during actual visits.

For all this sophistication, however, agents agree that professional knowledge and execution remain crucial. “Without an experienced agent's guidance, these tools often create more confusion than clarity,” says Baluch.

In the end, she says the most successful sellers are those who embrace AI as a powerful assistant while maintaining the human touch that makes properties feel like potential homes rather than mere commodities.

Realtor, TBWS

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