After years of hype and pilot programs, 2025 may be the tipping point for artificial intelligence in real estate marketing, but it depends on who you ask.
Artificial intelligence is becoming the underlying operating system shaping how agents market properties, manage leads, and communicate with clients, according to a new report provided to Inman by real estate tech company Rechat.
“2025 was the year that real estate marketing truly matured into the age of intelligence,” Shayan Hamidi, founder and CEO of Rechat, said in the report.
According to survey data cited in the report, nearly half of respondents currently use AI tools daily, and most expect full AI integration within the next year. In addition to generating listing descriptions and social media captions, agents are increasingly relying on AI for lead scoring, follow-up recommendations, campaign automation, and predictive insights, according to Rechat’s report.
The report also notes that 69% of agents surveyed increased their marketing spend last year, allocating more to automation and data. Brokerage firms that have implemented integrated CRM report that their marketing cycles are twice as fast.
Looking ahead to this year, Rechat predicts that brokerages will continue to integrate their technology stacks and that AI will “anticipate customer needs before agents act.” This means that Rechat replaces reports with predictive dashboards that not only summarize past actions by marketing performance, but also predict the next best action.
“By the end of 2026, 80 percent of top producers will work entirely within an AI-integrated ecosystem,” the report states.
Rechat is a Dallas-based real estate technology company building an AI-powered platform for brokers and agents. The company calls the service an “experience management platform” or “super app” that combines CRM, marketing, transaction management, and other tools into one system.
Rechat says the report relies on two core data sources, including surveys of brokerage giants and real estate innovators, but did not disclose numbers for each. The company also analyzed its own Rechat product data and client performance metrics to understand “how AI is being used in practice and where it is driving meaningful impact.”
As a vendor-provided report, this finding closely aligns with and strengthens the claims of Rechat’s proprietary AI-powered platform.
“The results are evidence-based and experience-backed views on the trajectory of AI in real estate, rooted in what leaders believe and validated by what is already working,” the report adds.
While that may be true, reports on the penetration of AI in real estate are included in the findings overall. For example, just over half of the 750 agents surveyed from May to June last year said they were using some form of AI in their business, according to Kaplan’s 2025 Real Estate Industry Trends Study. 46% reported not using AI tools.
Compared to Rechat’s report, Kaplan’s tone was more measured.
“Despite legitimate talk about how artificial intelligence will transform the real estate industry, Kaplan found that nearly half are not leveraging AI in a professional capacity, abandoning tools that could make AI faster, more effective, and ultimately more successful,” the report states.
According to Kaplan’s report, use cases for AI-powered agents are trending toward social media content creation, email marketing, and administrative tasks.
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